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A key goal of marketers is to convert website visitors into customers. That can be a big stretch for a first-time site visitor, but there are a number of ways you can nurture potential customers when they visit your website to take them one step closer to the ultimate goal:

  • Collect email addresses for follow-up communications
  • Offers of informative or interesting downloadable content
  • Promotion of webinars or conferences
  • Free trial offers

When it comes to personalizing your website to increase the conversion rate at each step along the path, it is easier to think of the Prospect or Customer Journey and the Demand Generation funnel. There are four key stages in the funnel (Top, Middle, Bottom and Customer). Once you determine the qualification criteria for each stage of the funnel and what you want customers to do to advance to the next stage, you can layer in real-time personalization that makes it easier for website visitors to continue the journey.

How to use these articles

The following articles offer best practices for using Evergage to optimize your demand generation campaigns and increase conversion rates.


Funnel Stage

Qualification CriteriaStrategyPlaybook
TopFirst time on siteB2B Detect120 - Target visitor based on industry or company name 
Geo-Locational201 - Target visitors who are within a few miles of a tradeshow
Third Party Integration230 - Continue the conversation from an email campaign
222 - Continue the conversation from Google ad campaign
159 - Continue the conversation from LinkedIn
Second Chance199 - Present an eBook offer as visitor leaves after having shown interest 
179 - Prevent bounce by promoting relevant articles
Email259 - Real-time personalized email - progressive CTA 
MiddleVisitor is engaging with contentSign up for email216 - Sign up for email at the right time
Collect email opt-ins262 - Collect email opt-ins for previously unsubscribed or undeliverable addresses
Visitor has returned to the siteMore great blog content116 - Suggest additional relevant blogs
163 - Promote an eBook relevant to individual user
261 - Use SmartHistory for content
Favorite product / category157 - Promote articles based on relevance
170 - Insert relevant educational videos
Webinar sign up101 - Webinar sign up
Consistency across channels360 - Pass attributes to a third party
BottomDownloading contentRequest a demo / appointment218 - Offer a demo at the right time, when appropriate
Requesting a demonstrationPresent relevant content157 - Promote articles based on relevance
Signed up for Free TrialSuccessful on-boarding104 - Ongoing customer surveying
Support223 - In trial - offer additional support
CustomerLogged inCross-sell / Up-sell105 - Up-sell customers based on application engagement
260 - Real-time personalized email - onboarding 
162 - Cross-sell and upsell using email with Evergage Integrations