Why Your Homepage Should Be Different for Different People

Most companies have one homepage, which they show to every visitor, regardless of his purchasing power. This simplifies things, but it also leaves opportunity on the table. What’s persuasive to the CEO of a Fortune 500 firm will not resonate with your local pizzeria.

Here’s HubSpot default homepage. It displays three different case studies, from three different-size companies:

If, however, HubSpot identifies a visitor as coming from an enterprise-size company, it displays the logos and case studies of its biggest clients:

The result of this personalization: a 42% jump in clicks on HubSpot’s calls to action.