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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 StageQualification CriteriaStrategyPlaybook

First time on site

B2B Detect

120 - Target visitor based on industry or company name 


201 - Target visitors who are within a few miles of a tradeshow

Third Party Integration

230 - Continue the conversation from an email campaign

222 - Continue the conversation from Google ad campaign

159 - Continue the conversation from LinkedIn

Second Chance


199 - 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 

Visitor is engaging with content

Visitor has returned to the site

Sign up for email

216 - Sign up for email at the right time

More great blog content

116 - Suggest additional relevant blogs

163 - Promote an eBook relevant to individual user

261 - Use SmartHistory for content

Favorite product / category

217 - Deliver content based on known visitor preferences

157 - Promote articles based on relevance

170 - Insert relevant educational videos

Webinar sign up

101 - Webinar sign up


Downloading content

Requesting a demonstration

Signed up for Free Trial

Request a demo / appointment

218 - Offer a demo at the right time, when appropriate

Present relevant content

157 - Promote articles based on relevance

Successful on-boarding

104 - Ongoing customer surveying


223 - In trial - offer additional support


Logged in

Cross-sell / Up-sell

105 - Up-sell customers based on application engagement

260 - Real-time personalized email - onboarding 




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