Imagine that!
One thousand people visit your website.
Each is met with the same experience.
Same copy. Same menu. Same content.
Where's the personalization?
Web 2.0 promised to transform the web from static, one-way communication to a vibrant, dynamic community space.
But what has it actually delivered?
Must the web be boring?
It’s a matter of arcane lore. Written onto the very heart of the web.
“That's just how hypermedia works,” some would say.
When you type a url into your browser it ‘loads’ that page from the Internet. Same when a search engine crawls your pages. It’s ‘loading’ each page and looking at it.
Critical observation: it’s the same page! Every time.
Before the page even gets to your browser it was already pre-baked.
Don’t want nuts? Too bad. Prefer carrot cake? We have one kind of chocolate. Enjoy!
The web is changing
The web is riddled with surveillance based inference.
What we search, what we visit... it all gets tracked.
We are then flooded with targeted ads and offers.
Is this how you want to grow your business?
Let's say you get some clicks. People visit your site. Enter your funnel...
Whatever page each lands on is not personalized. At best it's an A B tested variant. But it's all pre-baked.
The truth is people expect personalized experiences. 76%↗ express frustration without them. Yet most websites today have no personalization whatsoever.
A whopping 86%↗ of execs believe their current personalization capabilities are inadequate. 97%↗ feel unprepared for the great cookie phase out.
The entire industry has become a pay-to-play game of driving traffic to cookie cutter experiences.
So what are your options?
The medicine is worse than the disease
It is such a vicious circle.
Did you know 96.55%↗ of web pages get no traffic.
If you're relying on organic search traffic search ranking volatility↗ is at historic highs.
With algorithm changes and zero-click search... it's rough out there!
And with pay-to-play the problem is only intensifying. Google Ads costs have increased 10% year-over-year↗.
I don't know it for a fact. I just know that it's true. Only 36%↗ of marketers can effectively measure ROI. 42%↗ don't track content ROI at all.
Lost in all this is the original goal of giving each consumer a memorable and impactful visit.
The very spirit of web 2.0 has been lost.
Privacy-first personalization
At Risk Media makes it possible for millions of websites to adapt to each visitor instead of showing everyone the same thing.
We are freeing websites to personalize content based on how each visitors' interactions.
Remember: even just getting traffic to your website is a feat in itself. It's a major achievement to have steady web traffic.
But what happens once they hit your site?
With traditional web software you only get one shot to make an impression! And you're showing the same page to every visitor. Watered down for a broad audience.
If your brand isn't cookie-cutter, why would you let your website be?
Redeeming the web from boring experiences
As visitors engage with a Tract Stack website any part of any page can open up like a magic fold and reveal more content.
Every call-to-action has the potential to subtly switch up the narrative across the entire website.
first-time visitor? - show the join our mailing list after they've scrolled a bit
repeat visitor on the our services page - it's time to reveal a calendar booking widget
getting no-shows or leads balking at your rate minimums - sidestep these awkward conversations entirely. Simply place your calendar booking widget behind a magic unfolding path. Let leads validate themselves first!
With Tract Stack this all becomes possible.
