Your website is the story you choose to tell: to prospects, to candidates, to investors, to journalists & analysts. Everyone who wants to know how you talk about yourself goes to your website. Your website starts off simple: you speak authentically to your Ideal Customer Profile (ICP). You make it easy for them to understand your differentiation, pricing, and how to get in touch with you.
Then you grow and begin to sell to different businesses with different budgets and different needs. Telling a single story to a single user therefore becomes increasingly complicated. Should your core message focus on enterprise or self-serve? Should your CTAs direct to ‘create a free account’ or ‘schedule a demo’? How important is it to make pricing easily accessible vs. documentation for how to get started?
Identifying, qualifying & segmenting your prospects with personalized messaging can be a full-time job for SaaS companies. This MadKudu play, however, can take a lot of the pain out of rapid experimentation.
Force the Funnel: Identify, Qualify, Personalize.
Our goal with Force the Funnel is to provide the optimal website experience for every qualified account. This play is great for SaaS businesses selling both to self-serve & enterprise. It also helps if you’re targeting distinctly different customer segments (e.g: financial services & luxury goods). In order to achieve this play, we’ll need three things:
- IP lookup: we’ll be using Clearbit Reveal for this.
- Lead Scoring: we’ll be using MadKudu for this.
- Website personalization: we’ll be using Intellimize for this.
We’ll also be connecting all of these through Segment as usual. Let’s dive in and see what happens:
Focus on qualified traffic
First and foremost, we are going to focusing our efforts on personalizing our site for qualified traffic. The two reasons behind that are:
- We don’t want to measure success based on how personalization affects unqualified traffic.
- We don’t want to spend resources trying to help unqualified traffic convert better.
Qualifying traffic has become pretty easy with the advent of IP Lookup APIs – the most popular being Clearbit Reveal. Feed Clearbit an IP address and it returns the visitor’s company. This is enough to score an account. We’ll be scoring with MadKudu, but you can also do it with your homegrown Lamb or Duck lead scoring model. We’ll send MadKudu the domain name provided by Clearbit, which will return three important data points:
- Customer Fit segment: very good, good, medium, low
- Predicted Spend: custom based on your specific pricing plans, predicting which
- Topical Segmentation: custom based on your target segments (e.g for Algolia: ecommerce, media, SaaS).
Now that we’ve identified, qualified & segmented our audience, we’re ready to personalize our site. There are a lot of personalization/experimentation/testing platforms. We’re using Intellimize here because we want Intellimize to do all the heavy-lifting of designing and running experiments. Intellimize uses machine learning to generate, analyze & optimize experiments. They also pull up some pretty interesting insights around how different personas behave.
The Impact: +30% conversion rate
Segment found that removing buttons linking to the pricing page for qualified enterprise accounts, they increased conversion to demo scheduling by 30%. We’re optimizing the upside by focusing on improving the buyer experience for qualified traffic. This dovetails nicely into other Fastlane plays via chatbots, lead capture forms & gated content.
If you’re running A/B tests on your entire traffic, you may be skewing your results & analysis in favor of what unqualified traffic does (see: Segmenting Funnel Analysis by Customer Fit). The key impact here is that we’re segmenting qualified traffic with AI-driven experimentation meant to optimize for the results we want: more demo requests, more signups, more leads captured.