Website

Personalize homepage to match customer's use case

When to consider this playbook

If the value prop of your product changes or relevant features change by use case, you should personalize your homepage for each segment.

Data available to you

Behavioral data in Mutiny allows you to define use cases by creating an audience of visitors who have clicked on specific URLs on your site. For example if you are a customer data platform with a ‘Product’ tab that includes ‘Connections’ and ‘Protocols’, you could map the ‘Connections’ URL to a use case named ‘Data Integration’ and the ‘Protocols’ URL to ‘Data Validation’.

How to personalize

The key here is to make sure your headlines capture your audience’s attention. Most people will only invest a few seconds deciding whether a page is worth spending more time with. Be sure to surface the most relevant and compelling material right away.  

Top of the fold 

Personalize your headline by including the name of the segment or use case––e.g. "Say Goodbye to Bad Data" for data validation. You could also offer a solution to a known pain point––e.g. "Integrate Web & Mobile Data with a Single API". 

Instead of focusing on everything you do, and loading your page with product features, say clearly what is most relevant to the use case. 

Your subhead can briefly expand on your headline with a secondary point that matters for the use case. 

Bottom of the fold / Page content

Give detail about how your product works for the particular use case. Here is a good place to talk about specific features and details of your value prop. It’s also a good idea to include product screenshots that match the use case. 

Remove product features and content sections that are irrelevant to the use case. Shortening the page can improve performance and focus the visitor on the most relevant feature sets.

CTA 

Mutiny will give you audience-specific analytics so you can see what's working for each segment. But you’ll need to start somewhere and then iterate. In general direct language like “Get Started” or “Explore Live Demo” tend to be good places to start. 

See it in action

Segment is a customer data platform that helps teams collect and control data inside their organization. Different teams inside the organization need to evaluate different facets of Segment’s solution––an engineer needs to understand implementation requirements and time savings benefits around rework, while a marketer might need to review the list of integrations and understand how they can stitch together customer data.

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