Let’s say you own a yoga studio in a town of yoga enthusiasts. It’s called Om Depot.
You currently offer an equal number of Level 1, 2, and 3 classes every day.
Monday through Thursday, your Level 2 and 3 classes sell out and you have to turn people away, but your Level 1 classes only have a few students.
On Fridays, however, a yoga group for beginners visits your studio. Your Level 1 classes sell out and you have to turn people away, but there is plenty of space in your Level 2 and 3 classes because advanced students take private classes at a different yoga studio on Fridays.
Once you notice this pattern, if you don’t make adjustments to your class offerings based on your customers’ behaviors, you’re missing an opportunity to serve them better.
The same is true about the experiences you offer your website visitors. Wouldn’t your content, products, and services stand out if you could adapt each visitor’s experience to meet his or her needs?
This week’s Copyblogger Collection is a series of three handpicked articles about the first steps you need to take when you want your site to have adaptive content. They’ll show you:
- How to fix your old, neglected, and broken content
- How to identify site visitors (and why it matters)
- How to personalize your content to boost conversions
Keep reading for a bonus that will provide additional adaptive content education.
Before you can create customized experiences for your site visitors, you’ll want to take an inventory of your site and update any outdated content.
Outdated content needs your attention because it disrupts the user experience. You want your site to be fresh, with accurate information.
Demian Farnworth’s Brief Guide to Fixing Your Old, Neglected, and Broken Content will help you identify 10 types of content you need to remove, improve, or redirect.
Once your site is polished, Demian says:
Marketing automation will give you the tools to deliver adaptive content.
In other words, marketing automation allows you to deliver the right content to the right person at the right time.
Do that and you will convert more visitors to customers. But how do you deliver the right content to the right person?
The first question is: How do you even know who’s on your site?
You can’t deliver personalized content if you don’t know who’s on your site, so study these 4 Ways to Identify Site Visitors.
Finally, Demian asks, “What would you give up in order to receive information that interests you?”
It’s not a silly question when you consider the time you may waste browsing irrelevant content.
If you offer your site visitors a logged-in experience, then you can tailor their experiences and help them save time.
Which elements of your content should you tailor? Here are 8 Conversion-Boosting Ways to Personalize Your Content.
Make your content adaptive with marketing automation
Check out our free Rainmaker Platform webinar where Brian Clark explains what you need to know to plan a smart adaptive content strategy and Jerod Morris shows you how to use marketing automation to execute it.
Make Your Content Adaptive with Marketing Automation