PERSONALIZED OR UNIQUE LINK (PURL) ENABLED LANDING PAGES FOR RUSSIAN B2B COMPANY WEBSITES

The global trend of Marketing Personalization continues to gain momentum each year. From selling propositions and client letters to advertising materials, personalization has become a crucial aspect. The focus is on offering clients what they truly desire. However, after a successful targeted promotion, clients often land on the main page of a catalog where they struggle to find what they were seeking. Alternatively, when multiple promotional campaigns are organized across various sites, the links often lead to the general product information page. In such cases, the utilization of personalized or unique links (PURL) can greatly assist. To learn more, please visit the Quarter Billion Agency Group blog.

A Personalized URL-address (PURL) refers to a unique and personalized landing page designed specifically for individuals who arrive at your site from different sources. Its significance can be best illustrated in the B2B sector, where it has been successfully implemented for a considerable period. For instance, let’s consider a scenario where multiple users are searching for a car of a specific brand using different phrases. The first user searches for “cars X-brand in Saint-Petersburg,” the second user looks for “loan for cars X-brand,” and the third user explores “cars X-brand with complete package.” However, upon reaching the landing page, they only see “cars X-brands” and consequently leave the site. The value of PURL lies in tailoring the content to cater to each user’s specific needs. In this case, the first user would see the text “cars X-brand in Saint-Petersburg,” giving them confidence that you sell cars specifically in Saint-Petersburg. The second user would discover that you offer car financing options, while the third user would learn about your car offerings with a complete package. According to experts, the implementation of PURLs can significantly boost conversion rates.

In the B2B segment, a similar approach is utilized, but the focus shifts from personalization based on user search queries to incorporating the client’s name, company name, or their specific interests obtained through the communication channels through which the client accessed our site, such as email lists, banner ads, contextual ads, ads on specific websites, or print materials. Let’s consider an example of a company engaged in wholesale sales of building implements and simultaneously running multiple promotional campaigns. In this scenario, promotional leaflets may advertise the same products and purchase conditions, while the website promotes different selling propositions. Consequently, it becomes necessary to have distinct landing pages: one for those who follow the link from the leaflet and another for users coming from the website.

A noteworthy application of PURL can be found in e-mail marketing. In this context, the landing page can be personalized not only based on the selling proposition but also by incorporating the client’s company name and their personal name. Furthermore, you have the opportunity to include forms on the landing page, allowing clients to provide additional details about their company and interests. This approach proves highly effective in obtaining information within the B2B segment.

Here are some key advantages of implementing personalized URL addresses in your company:

• Increased response rates: Utilizing PURLs leads to a higher percentage of responses from recipients.
• Real-time response control: PURLs enable you to monitor and receive immediate alerts regarding the parameters you are interested in, ensuring effective response management.
• Valuable client insights: PURLs provide an avenue for collecting important information about your clients, which can be utilized to enhance the effectiveness of future campaigns.

Here are some tips for creating a personal landing page:

• Opt for shorter domain names to enhance memorability.
• Follow the “Rule of 5 seconds”: You only have a brief 5-second window to capture the visitor’s attention. To achieve this, focus on personalization and attractive design.
• Eliminate any navigation menus or links that might divert users away from your offer.
• Create a consistent and compelling design theme. The main heading, offer, and overall design should align with the promotional offer that brought the visitor to your page.
• Request only essential information that you will actually use. The fewer details you ask from visitors, the better.
• Remove any unnecessary elements from your page. Display only the relevant parts of your website and encourage visitors to take conversion actions.

We also recommend monitoring the “hits” or visits on your landing pages. If you have access to the visitor’s email or mobile phone number, make sure to reach out within an hour of their site visit. According to a test conducted by InsideSales.com, contacting the visitor within this timeframe increases the chances of establishing a successful collaboration by 10 times.

Certainly, a personal URL is an effective tool for promoting in the B2B segment online. By providing a personal URL, you not only make your clients feel valued but also demonstrate your genuine commitment to addressing their specific needs and challenges. In today’s era of personalized marketing, this aspect holds significant importance. The experts at Quarter Billion Agency Group are ready to assist you in strategizing and executing a promotional campaign that leverages the power of personal URLs.