SmartBug Embraces Segmentation with Navu

The Challenge

SmartBug is a full service digital agency specializing in HubSpot implementations. And when they say full service, they mean it.

On top of being the world’s most decorated HubSpot partner, the agency offers a huge range of services to their clients, ranging from Marketing to Sales to Customer Success and more. And while that scope of offerings is obviously tremendously beneficial to their clients, it also means that the website is telling a lot of stories to a lot of distinct audiences.

And this is of course a very familiar story to many B2B companies out there. How can one website appropriately serve every possible persona, at every stage of the visitor journey? Many of SmartBug’s clients were asking this very question, and so the company set out to find a solution that could satisfy both themselves and their customers.

That’s where Navu came in.

The Solution

To start, they decided to create an general guide showcasing their best content for each solution, and display it to a large subset of visitors to the home page.

From there, once visitors clicked an item in the guide (or to other pages on the site), they would then be sorted into more specific audiences and receive targeted guides.

Let’s use E-Commerce as an example. It is one of the six categories of solutions that SmartBug features, and they have lots of great supporting content on their site for interested leads.

When a visitor signals that they’re interested in this solution, (for example by clicking on the Navu Guide, navigating to a related page, or returning to the site through tagged campaigns) they now get placed in the E-Commerce audience and receive its more narrow guide.

This process of increasing specificity gives a personal, targeted experience to the leads that SmartBug can categorize, while retaining the default experience for everyone else.

The Results

So how effective was SmartBug’s strategy? Extremely effective, as it turns out.

Looking at Navu’s analytics platform, we can see that over the last 30 days SmartBug was able to deliver custom targeted messaging to over 50% of their qualified (i.e. non-bot) website visitors. That means that more than half of their potential conversions received a tailored experience throughout their journey rather than a one-size-fits-all website.

What’s more, SmartBug’s highest quality leads were even more likely to have seen a targeted guide during their journeys. In that same data set, we can see that 68% of high-value conversions (essentially the best leads of the month) were assigned to an audience and targeted with the appropriate content.

But the benefits don’t stop at the impact on the end user. That same analytics platform provides a wealth of information to the marketers at SmartBug that they can use to inform their strategy moving forward.

Navu allows them to see traffic and conversion figures for each individual audience, which in turn helps to understand where their campaigns are resonating – and which could use an update.

E-Commerce Chart — Navu analytics allow you to view data for specific personas, segments, or any group of site visitors you want.

It also provides unparalleled insights into user journeys, with granular details on each individual visitor (respecting privacy choices as dictated by their Consent Management Platform, of course).

E-Commerce-Journeys — An anonymous user journey from SmartBug’s E-Commerce segment.

What it Means

So what did SmartBug’s Navu implementation accomplish?

First, it provided them with a better understanding of their own visitors, from the persona level all the way down to the individuals. Here’s what Kody Van Sistine, SmartBug’s Partner Marketing Manager had to say:

“At SmartBug, we’re always looking for innovative ways to connect with our high-intent visitors and deliver the most relevant content. Partnering with Navu has allowed us to create a more personalized experience for our site visitors, offering tailored, topic-specific resources that align with their interests.

Navu has enabled us to turn visitor engagement into deeper, more meaningful interactions, helping our audience explore the content that matters most to them.”

Beyond the impact on their own site, they now have a powerful new option in their toolkit for businesses looking to implement web personalization and increase conversions. In fact, upon conclusion of the vetting period SmartBug officially added Navu as a technology partner.

Smartbug Partners — Navu is now officially a SmartBug technology partner.

And while the presence on their website is nice, the endorsement we love most is the fact that SmartBug continues to use Navu Guides well after the trial has ended.

Learn more about SmartBug on their website or on LinkedIn.

SmartBug Embraces Segmentation with Navu

The Challenge

The Solution

The Results

What it Means

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