Conversion Rate Optimization
Website Personalization. Show Each Visitor the Page That Fits Them
When every visitor sees the same page whatever brought them there, we change the headline, offer and proof by traffic source, location or behaviour.
- Content changed by traffic source
- Local details for visitors by location
- Returning visitors picked up where they left
- Each change tested against the standard page
Platforms we work in
How we approach it
Match the Page to How They Arrived
A visitor who clicked an ad about one service should not land on a page about all of them. We change the headline, offer and call to action based on the campaign, email or search that brought each visitor, so the page continues the conversation.
- Headlines matched to the campaign
- Offers matched to the ad or email
- Calls to action suited to the source
- Standard page kept as the fallback
Show What Applies Where They Are
Visitors in different places need different details: a branch, delivery information, a phone number or an offer. Location at city or country level puts the right ones on the page, near the top, without making the visitor search the site for them.
- Nearest branch or service area shown
- Local contact details displayed
- Regional offers and delivery information
- Location read at city or country level
Test Every Version Against the Original
Personalisation that is never tested can quietly make pages worse. Each version runs against the standard page, measured in Google Analytics on enquiries or sales, and only the versions that beat it stay live for the visitors in that segment.
- Every version tested against the original
- Measured on enquiries or sales
- Losing versions removed
- Results reported by segment
How we work
Find the segments worth it
Google Analytics shows which traffic sources, locations and returning visitors matter most to enquiries or sales, where a generic page is losing them, and which segments are large enough to test.
Plan the changes
For each segment we decide what to change, the headline, offer, proof or call to action, and agree the result that would show the change worked.
Build the rules
Personalisation rules are set up in WordPress, Shopify or HubSpot, with consent checked and the standard page kept as the fallback for anyone the rules do not match.
Test against the original
Each personalised version runs against the standard page for long enough, and with enough visitors, to show whether it performs better or only looks different.
Keep what works
Winning versions stay, losing ones are removed, and the report shows which segments responded, which did not, and what is worth trying next.
What is inside this service
- Matched to the Traffic Source
- Matched to Location
- Picked Up for Returning Visitors
- Tested Against the Standard Page
- Consent Respected
- Built on Your Platform
What each part does
- Matched to the Traffic Source
- Someone who clicked an ad about pricing, or an email about a new service, sees a headline and offer that continue that message instead of the generic home page. Visitors from search see the version that answers what they searched for.
- Matched to Location
- Visitors see the details that apply where they are: the nearest branch, delivery details, a local phone number or a regional offer, based on location at city or country level. Businesses with several branches or service areas gain most.
- Picked Up for Returning Visitors
- People who have been before see what is relevant to them: the service they read about, the products they viewed, or a next step suited to someone who already knows you, instead of the introduction they have already read.
- Tested Against the Standard Page
- Every personalised version runs against the original and is measured in Google Analytics, so a change that does not lift enquiries or sales is dropped rather than kept on instinct.
- Consent Respected
- Personalisation uses what visitors have agreed to share and what your consent banner allows. Where consent is refused, the visitor sees the standard page, which still works for them because it is the page everyone saw before.
- Built on Your Platform
- Changes run in WordPress, Shopify or HubSpot, using the tools your site already has where they are enough, so personalisation does not mean bolting on a heavy new system that slows every page down.
What it changes for you
More Relevant Pages
Visitors see content that fits how they arrived and where they are, so fewer leave to look for it elsewhere.
Changes Proven to Work
Every personalised version has to beat the standard page on enquiries or sales before it stays, so nothing survives on opinion alone.
Privacy Kept Intact
Personalisation works within your visitors' consent choices, with the standard page for anyone who opts out, so staying compliant does not cost you visitors.
No Heavy New System
The changes run on WordPress, Shopify or HubSpot, using the tools your site already has, so there is no new platform to learn or pay for by default.
Questions we get asked
Before you commit
It needs enough traffic in each segment to tell whether a change helps, and a page that already works for the average visitor. If the page itself is weak, fixing it through Conversion Rate Optimization comes first, and we say so after reading your Google Analytics data.
A/B testing looks for one better version of a page for everyone. Personalisation shows different versions to different groups of visitors. Testing is how each personalised version is checked against the standard page, so the two work together rather than competing for the same traffic.
Not always. Many changes by traffic source or location can run in WordPress, Shopify or HubSpot with what you already have. Where a dedicated tool is worth its cost, because of the number of segments or the traffic involved, we explain why before you pay for one.
How it runs
Only what the site can know reliably and lawfully: the campaign, email or search that brought the visitor, approximate location, whether they have visited before and what they looked at. It does not identify who the person is or build a profile of them.
Personalisation follows your consent banner. Visitors who accept the relevant cookies can see personalised versions; visitors who refuse see the standard page. The set-up is checked with your consent tool before anything goes live, and again when the banner changes.
Visitors in the segment are split between it and the standard page, and both are measured in Google Analytics on enquiries or sales. A version that does not beat the original is taken down, however good it looked in the plan.
Cost and commitment
A custom quote, based on the segments, the pages involved and the platform your site runs on. Starting with one or two segments on your busiest pages keeps the first phase small and shows whether it is worth extending. The quote names the segments and pages it covers.
That depends on how much traffic each segment brings, because each version needs enough visitors to show a real difference. Busy pages give an answer sooner. We report what each test showed rather than predict a date, and say when a segment is too small to test.