Top 9 Web Personalization Tools for 2023
B2B marketing is not for the faint of heart, even if you have an incomparable product. First, winning over skeptical buyers burned in the past by slick marketing campaigns and overblown promises is an uphill battle. Then, before buyers step into your sales funnel, they spend a long time in the dark funnel doing independent research without engaging directly with brands. This results in ever-lengthening sales cycles, making it challenging to figure out the best ways to market to them.
To get buyers out of the dark funnel and into your sales pipeline you must ensure that they see relevant, personalized content when they visit your website. Nearly eight out of ten businesses that exceed their revenue goals use a personalization strategy. Those that take the time to do personalization right can realize an ROI as high as twenty to one.
The catch is that delivering high-quality personalization at scale and at the right moment to capture your buyer’s attention is almost impossible without powerful software tools. Fortunately, there are lots of excellent web personalization solutions out there.
This post will examine web personalization, why you need web personalization tools, how to choose the right one, and survey nine great web personalization tools that will level up your marketing in the coming year.
What is web personalization, and how does it help?
Web personalization is about giving visitors an experience tailored to their needs and interests when they visit your website instead of showing them the same static pages and links everyone sees.
Ideally, visitor experiences are personalized based on a deep, data-driven understanding of the visitor’s demographics, firmographics, and purchasing requirements. This experience builds trust, leading to further engagement, higher conversion rates, and more completed deals.
Personalization is more than just a nice bonus—it’s becoming a requirement. According to recent research, 62% of buyers feel less loyal to sellers who don’t deliver personalized experiences. Web personalization isn’t just a way to entice buyers into engaging with you. It’s an essential method to keep them from slipping out of your sales funnel entirely.
Why do you need web personalization tools?
If you don’t personalize, your competitors will—and they’ll snatch your leads right out from under you. The right tools can give you a significant advantage by allowing you to introduce personalized content and other elements exactly where and when you need them.
To pull off effective personalization, you need accurate data that reveals meaningful insights about your buyers. You need to be able to identify website visitors and match them to the buyer personas you’ve constructed from their data. And, crucially, you need to be able to provide the relevant and engaging content they’re looking for right at the time when they’re browsing your website.
Accomplishing this level of personalization manually is next to impossible, and that’s where web personalization tools come in. The right tools can handle all these functions and automate the delivery process of tailor-made web experiences.
How to Choose the Right Web Personalization Tool
Not all web personalization tools are created equal. Some are better at doing certain things, and choosing the right one depends on your particular goals and circumstances. Here are a few key features to look for:
- Scalability – Ensures you can deliver personalization to as many buyers as possible.
- A/B Testing and Performance Metrics – Helps determine if your personalization efforts are working.
- Automation – Guarantees that personalization happens even if nobody can babysit your marketing tech stack.
- Buyer Journey Mapping – Ensures you always deliver the right content at the right time.
Before deciding on a solution, you’ll want to define your goals. Then, determine if the software you’re considering fits your industry, your buyers, and your specific objectives.
Here are nine personalization tools that might be exactly the right fit for your business.
Top 9 Web Personalization Tools for 2023
Google comes through once again with an easy-to-use tool that won’t cost you a penny. Optimize leverages Google Analytics data to provide advanced targeting and performance modeling solutions that enable you to A/B test your website content options and provide the most compelling visitor experience possible.
Pros: The price of the basic version is unbeatable, but if you have a large or complex website, you may find it very limited.
Cons: The interface is pretty stark, and you won’t be able to get individual support with the free version.
Pricing: Free, but you’ll have to inquire about pricing for the more powerful Optimize 360 version.
Reviewer Says: “Great for users just getting started with A/B testing or on a budget.”
Trendemon is a journey orchestration and personalization platform designed to automate and optimize your account-based marketing campaigns. Trendemon maps out the buyer journey in real-time, illuminating leads still hiding in the dark funnel. It gives you insights into which of your content assets will drive conversions at any given moment.
Pros: Trendemon is user-friendly, offers excellent customer support, and delivers proven conversion uplift.
Cons: Users have asked for more reporting display options, which are in the works.
Pricing: There’s a Starter plan at $1,499 per month. The Basic plan is $2,599, the Pro plan is $4,099, and there are custom pricing options for enterprise companies. You can also try it for free for 30 days.
Reviewer Says: “This tool makes customizing your site for your audience a breeze. The possibilities on how you create the experience for your visitor are endless.”
Pros: HubSpot is a versatile, easy-to-use solution with a long track record in the marketing industry.
Cons: The price is high, and some of its features, such as revenue attribution, are more limited than expected.
Pricing: The Professional plan starts at $800 per month, and the Enterprise plan is $3,600. There’s a discount for annual plans.
Reviewer Says: “Being able to easily create aesthetically pleasing landing pages and emails that connect to one another and integrate with an existing site and its content is very helpful and is typically a seamless process. It’s a Cadillac service, though, and for small clients, it’s hard to justify the cost.”
This website personalization tool offers many fun and engaging popups to convert visitors at various stages of their journey. OptiMonk integrates with a wide range of CRMs and marketing tools. It gives you plenty of personalization options that make website visitors feel you recognize them as individuals.
Pros: They provide good customer support, and the gamified popups are fun and creative.
Cons: The plethora of options can get a little overwhelming.
Pricing: There’s a free plan, paid tiers at $39, $99, and $249 per month, and custom pricing for users who need more than the Premium plan. Paying annually gets you 20% off.
Reviewer Says: “Not many downsides—there could be a little more flexibility with the styling of the templates.”
As a component of WebFX’s MarketingCloudFX platform, PersonalizeFX uses firmographic and behavioral data to display personalized content on your website. Customizable elements include banners, testimonials, calls-to-action, and text content.
Pros: WebFX’s customizable dashboards and analytics can give you real-time insights into how well your personalization campaign performs.
Cons: PersonalizeFX is part of WebFX’s broader package of digital marketing solutions, so it may not be a good choice if you need a standalone option that can integrate with an eclectic marketing tech stack.
Pricing: By inquiry.
Reviewer Says: “Pricing is higher than other companies I have used in the past, but the quality is worth the additional cost.”
Here we have a straightforward solution for identifying website visitors and presenting them with personalized content. VisitorQueue attaches names, company details, contact information, and other relevant data to your website visitors and lets you show them customized links and content.
Pros: VisitorQueue is easy to set up, and customer support is very attentive.
Cons: Accurate contact information is not always provided. Some visitors are identified by their internet service provider, not the company they work for.
Pricing: The monthly price ranges from $49 to $309, depending on how many leads you want to track. They also offer a free trial and a 20% discount if you pay by the year.
Reviewer Says: “Could be a little more feature-rich, but can’t complain for the price.”
Proof’s personalization solution, Experiences, allows you to change the text, images, and links on your page without writing a single line of code. It makes it easy to provide customized content, hide irrelevant elements, and present the most compelling stories and graphics for the visitors you’re trying to convert.
Pros: Proof Experiences is user-friendly and designed to make personalization accessible even if you aren’t tech-savvy.
Cons: The initial setup can be somewhat tricky.
Pricing: The Basic plan starts at $29 per month, up to $299 for Platinum. They offer a free 14-day trial and custom pricing for enterprise businesses.
Reviewer Says: “I love that the layout of the app is so simple and easy to use!”
Storyly is a unique personalization solution and user engagement platform that allows interactive, full-screen Stories (like you would find on Instagram, Facebook, etc.) to be embedded on websites and mobile apps. The platform offers useful features including automated product stories to aid in discovery, one-click buying through CTAs and stickers, and countdowns to add urgency to online shopping experiences.
Pros: Lightweight SDK makes it easy to incorporate into mobile apps.
Cons: Creating story designs within the builder is a bit of a learning curve.
Pricing: By inquiry for each of three different plans: App Stories, Web Stories, and Moments.
Reviewer Says: “Although it is easy to pull in existing social media activity, you’ll likely have to plan for Storyly specific tasks to get the most out of the system.”
Unless describes itself as “built for developers.” It provides various features designed to effectively deliver data-driven personalization, such as privacy protection, a visual editor, and many integrations. Unless is helpful if you’re experimenting with highly customized visitor experiences.
Pros: This powerful personalization solution can deliver unique and impressive results.
Cons: The learning curve is pretty steep.
Pricing: By inquiry.
Reviewer Says: “Taking full advantage of the platform requires some time and effort.”
Getting Personal When It Counts
Web personalization can measurably help B2B companies trying to connect with their buyers. But the wrong personalized messages at the wrong time can fall flat or even seem intrusive. That’s why it’s so important to have a clear view of where your visitors are in their purchasing journey, which is where Trendemon shines.
Trendemon provides critical insights and effective personalization at precisely the right beats in the buyer journey. It makes it easy to guide leads through your pipeline and grow your sales at an impressive rate. Sign up for a free demo to get a first-hand look at how you can put it to work for your B2B organization.