How do you use AI and personalization to improve your landing page experience?

In my experience, marketers typically set up rules on their website for this and most only personalize based on known data about a visitor, such as geo or what platform they came from. However, this is very presumptuous by marketers to assume that everyone in a particular segment will react or convert by the same message, image, or offer. That would be akin to assuming every woman reading this was a size 9 shoe because the average women’s shoe size in America is size nine. When you do this, you are not really testing and figuring out what’s working. You are not personalizing. You are generalizing, giving a one size fits all experience to your visitors. To achieve 1:1, frictionless, personalization at scale, you need AI + humans.

What is AI? AI stands for Artificial Intelligence. In the context of landing pages, it involves the use of machine learning algorithms to analyze user data and make informed decisions. These algorithms can determine the most effective design elements, copy, images, and calls to action. Think of AI as a smart chef that not only follows recipes but can invent new dishes based on the ingredients at hand and the diner's taste preferences. What is Personalization? Personalization is the tailored experience offered to each visitor based on collected data like behavior, location, and device type. It's like a custom-tailored suit: made to fit the individual perfectly, increasing the likelihood they'll be pleased and engage more deeply.

How can you use AI and Personalization for landing page design and optimization? AI and Personalization are two sides of the same coin. AI provides the brainiac-level analysis needed to carry out effective personalization. They can be used in tandem to create a landing page that is not just appealing but also resonates with the individual visitor.

Be careful to only use AI in your research as publicly available datasets still have the ability to generate incorrect datasets. However even using platforms like OpenAI for research can help you to get at the heart of your customers problems by putting yourself in their shoes using neural networks and prompt engineering.

Additionally, AI helps make your marketing teams more efficient. This is where programmatic CRO (conversion rate optimization) tools, such as Intellimize, come into play. AI powers programmatic CRO and allows you to show in real-time the right version of your website or landing page to every visitor. It also automates rote tasks and automatically tests dozens of variations of your landing page all at once without you having to think through or set up those variations — and you can do it 25x faster. When you increase conversions, you are also driving down CAC (customer acquisition costs), and that allows you to feed those learnings back into your other marketing channels generating real change and realizing a higher ROI.

I agree, however, this is where and why programmatic CRO comes into play and is important. Programmatic CRO tools, like Intellimize, allow you to create, target, personalize, test and optimize every element on your landing page. Where programmatic CRO really shines is the ability to dynamically change each element on a page based on information it has about where each visitor came from, even the anonymous ones upon first page view, so you can create that frictionless, targeted experience. The AI programmatically decides which variation to show based on which is more likely to convert. Without AI, personalization at scale is not humanly possible.

Another eCommerce example is when Dermalogica used Intellimize to test new shipping options on their product pages and saw a 19% lift in clicks to checkout for the ‘next day delivery’ option. Armed with these insights, they adjusted their operations to satisfy and personalize their customers’ needs and drove more revenue and more happy customers.