Insights

Landing page personalisation sounds like an obvious improvement. If two visitors have different needs, industries, buying stages or relationships with your company, why should they see exactly the same page? With Artificial Intelligence, that idea has become even more attractive. Marketing teams can create landing page variations faster, use CRM data to personalise them based on visitors' specifications, and adapt experiences around customers’ context without manually developing dozens of separate pages. But personalisation alone doesn’t improve conversion rates automatically. A well-designed...