The HubSpot COS is an awesome Web platform, and one of its biggest selling points is the ability to create a personalized experience using what HubSpot calls SMART content. It allows you to define targeted lists based on lifecycle stage, geo IP, referral site, device type or a custom segmentation, and then serve personalized content to that audience as they visit your site. Some companies, such as Sales Benchmark Index, use it to completely change their website based on persona, while other companies will target certain key pages or areas of their website.
Before your team decides to invest in a SMART content implementation program it's important to be able to understand the audience you'll be targetting and the potential ROI. Here's an easy way you can tell if it will be worth your time to invest in as an element of your website conversion-rate optimization program.
How to determine if it's appropriate to invest in SMART content
For this example, let's say that ACME Co. is trying run a campaign targeted towards leads within certain target verticals. The first step in determining the potential impact of SMART-content implementation is to see how many contacts in your database currently meet the segmentation criteria you hope to use. For ACME Co. that might look like this*:
*Include first conversion in the segmentation to ensure that your sample will accurately reflect contacts who have had a conversion and have had the HubSpot tracking cookie placed on their device (essentially filtering out offline leads who have never converted).
Now that we have this list let's see how many contacts we can target with our SMART content:
It looks like ACME Co. has more than 18,000 contacts it will be able to target with this initiative. That's great news, but we now want to see how engaged those contacts are on the website. To start, click Performance:
Once you're there, scroll down to the bottom of the screen to view how engaged the target contacts have been over the last 30 days. For ACME Co. that looks like this:
We can see that just under 20 percent of those contacts have visited ACME Co.'s website in the past month and could have been targeted with SMART content.
Now, let's see how many views those visits generated by creating a Contact Report on this list (HubSpot Enterprise only). If you don't have Enterprise, the same analysis can be done by exporting the list to excel.
In the Reports tab, click the blue Create a New Report button and select Contacts Report and Start From Scratch, which will look like this:
Once the report view is open, set this criteria:
Once the report has run, we can see the exact number of website visits generated by our target list over the previous 30 days, in which ACME Co. could have served SMART content to these leads:
We can now see that ACME Co. had 36,386 website visits, with an average of just less than 10.5 visits/lead to the site over the previous 30 days. It can now qualitatively tell the number of contacts and visits it will be able to impact using SMART content and can back out the potential ROI of the campaign by applying the current and estimated increase website conversion rate to this sample set.