Let’s talk about adaptive websites…
The term “adaptive” is used in so many different contexts in the world of marketing that — like many other overtly (and incorrectly) used terms — it seems to have to lost its specificity. This particular reference to “adaptive” defines a website which has built-in intelligence to adapt to its viewers demographics, behavior, and depth of interest in the topic presented.
A truly adaptive website is your organization’s digital spokesperson
Most of the leading web content management solutions today have built-in content personalization options. However, many of these solutions tend to overly complicate the implementation with a flurry of options.
The primary aim of implementing an adaptive website is to hold a pseudo-conversation with your prospects and customers. But that gets scrambled and lost when tinkering with all the cool dials and knobs, the features and functions of the fancy personalization engine.
The 20/20 philosophy of adaptive content is to stay simple, keeping your eye on the target. We study your company’s target demographics and work with your team to create detailed information flowcharts. This becomes the framework for your website.
Fact: Most website visitors no longer start their journeys from your home page. They don’t click through your intricately laid out navigation menu. And they don’t traverse the content hierarchy you just spent a million dollars to implement.
Reality: Visitors and prospects find your website through
- Search results pages
- Direct referrals
- Blogs or online publications
- Clicking advertisement banners
- Links on social media channels
- Native advertisements on content syndication websites
Since they arrive on your site through various random entrance points, that makes dynamic content flows and adaptive trip-wires critical to your ability to engage and retain them during their exploratory visit.
Bottom line, you have one chance to create compelling reasons for them to extend their visit on your website. And how do you do that? By providing information that matters to them, about their areas of interest.
B2B websites in the USA have an average length of stay at 3.6 pages per visit with a bounce rate north of 50 percent.
This is largely due to the division of responsibilities and lack of mutual goals between marketing and lead generation teams at large corporations.
Lead generation teams tend to focus on single-page conversion scenarios. This is when visitors land on a gated registration form page on a website from an online advertisement. After they complete and submit the form (a conversion), they receive the promised offer or asset. And the cycle ends there, leaving “low hanging fruit” opportunities abandoned, left for competitors to snatch up.