Median Alexa rank
Average Alexa rank
Average Alexa rank for overlap sites
Median ahrefs # KW in Top 100
Average ahrefs # KW in Top 100
Median ahrefs organic traffic
Average ahrefs organic traffic
Average ahrefs Traffic/KW Ratio
Median semrush # KW in Top 100
Average semrush # KW in Top 100
Median semrush organic traffic
Average semrush organic traffic
Average semrush Traffic/KW Ratio
Average $ revenue / month
Note: it seems that semrush is computing more data than ahrefs, which would explain the discrepancy between the estimates, even if the proportions are usually comparable We only found revenues for 14 companies out of 25..
The concept of “Personalization Tools” encompasses a rather wide array of applications, ranging from A/B Testing platforms to pop up builders, including also Heatmap Analytics and User Sessions Recording aimed at CRO (Conversation Rate Optimization). We’ve also covered a handful of WordPress plugins focused on rule-based UX personalization. Most of the services listed in this research are no-code tools which can be used directly by the marketing team.
For each company, we’ve collected up to 73 data points from various sources: whois, ahrefs, Semrush, alexa, Similarweb, Builtwith, Latka, Apollo, Crunchbase, the WordPress plugins repository and the main social media outlets. The data estimates are correct at time of writing (Oct 6, 2021) and naturally subject to evolve. We invite you to use the same tools to update the figures.
Click on the thumbnails for details
Since most marketers know that personalization improves engagement which in turn increases conversions, it is quite natural to see so many players active on the scene. Most are bootstrapped but we’ve also noticed a few heavily funded companies. Optimizely has raised more than $250M, Full Story $172M and Heap $108M.
Overall the companies active in this vertical have a rather low social activity. The 2 main social outlets are usually Youtube and Twitter, Instagram is the least used network in this field, as in most B2B sectors. Even the most active players on Youtube have a relatively low amount of subscribers compared to B2C companies and actual Youtubers. Optimizely for instance hasn’t used much of its $250M to raise their profile on Youtube (a meager 2910 subscribers).
Except for a few players, there’s still a lot of work to be done on branding in this vertical. The main tactic to generate organic traffic remains to publish info content, answering personalization-related questions. It’s a great practical approach but you’ve got to ensure that the topics are relevant to your product offering. If-So for instance ranks for so many “ip”-related queries that they’re programmatically considered to be a IP-locator, which isn’t their core business.
Organic Traffic Evolution
Roughly half of the 25 companies studied in this research haven’t experienced any major organic traffic increase over the last 12 months. They should invest more resources in content to rank for relevant queries and also, more broadly, in brand awareness. 12 companies out of 25 aren’t active in SEM (Search PPC) according to SEMRush data. They could generate a significant traffic uplift if they’re ready to pay for relatively expensive search terms, the cost per visit generated via SEM ranging from $2.61 (Sleek Note) to $31.79 (vwo).
Competitive Landscape vs Revenues
15 companies out of 25 are surrounded by competitors belonging to the Top 100,000 websites on Alexa but only one of them generates more than $100M in annual revenues, Optimizely. Hotjar, despite being a household brand, is still a relatively modest business, at $2M for 115 employees. Heap has raised 5X + times more than its annual revenues. We could not find any revenue data for 11 companies out of 25. Most of them are probably under the $25K per month range.
Boost email efforts
Most online businesses will benefit from UX personalization. They are relatively easy to identify and segment using tools like Apollo, StoreLeads or BuiltWith. We would invest a significant portion of our efforts in targeted B2B outreach. You need volume though. In the best case scenario you can expect 3% to 4% CTR on cold outreach emails, let’s say 4% if you craft a personalized highly relevant message. And you’ll probably need 100 clicks to ultimately generate one paid conversion. That means 2500 recipients. If your campaign target is to add 100 customers, you’ll need to identify 250,000 prospects. You can fine tune your messages on small samples and scale when you’re confident about the conversion potential. You can increase your conversion rate by creating smart acquisition funnels (from education to sale in multiple steps).
Pursue low hanging fruits in PPC
If you can identify long tail keywords under the $2 mark and if your LTV is higher than $600 (based on the ideal equation where CAC maximum = LTV/3 with a break even within the first year), you can allocate a permanent budget to PPC. Some players in this study have LTVs much higher than $600 and can allow to spend more on their PPC bids. According to Latka, VWO has 5K customers generating on average $300 per month during 33 months, i.e. a LTV of $10K, which grants them $3.3K in CAC spend = $33 per click in pure D2C fashion (with a 1% conversion rate). Interestingly the data from SEMrush tells us that VWO would spend roughly $31.79 per visit / click, aligned with this expenditure forecast.
Own the space on Youtube
Some of the companies listed in this study enjoy a rather good exposure on Youtube via tech influencers, like Dynamic for instance who aren’t active on their own channel but are often featured by prominent WordPress advocates. But there’s an opportunity to grab if you’re keen in investing time and efforts on your own Youtube content. Search queries are less competitive on Youtube than on Google, especially in this niche, and you could quickly attract a sizeable audience. You should also develop frequent collabs with potential partners and involve representatives from third-party apps when it makes sense (WP Fusion could adopt this creative strategy).
Approach your documentation as a form of inbound content
Write as many FAQs as you can and a detailed public documentation. The more relevant content you publish, the more chances you’ll have to increase your authority and your organic traffic. Offer to your customers to solve their pain points via open case studies, interview them in a regular podcast (audio & video + transcript).
Run permanent retargeting campaigns on FB & Google
Once you’ve attracted someone on your site and they’ve fired the FB and Google pixels, you can start to retarget them. This will increase your conversion potential, allowing you to increase your efforts at the top of the funnel (cold outreach, search, content).
The smaller your Alexa rank the higher your web traffic will be. In this vertical, we notice 10 properties belonging to the Top 20,000 global websites.
This leaderboard is based on the “Organic Traffic To KW Ratio” we calculate using ahrefs data. Those sites have either a very strong authority (which translates in many branded queries with a high traffic yield) OR an effective content marketing strategy covering a wide and deep array of relevant topics. Click on the widgets for details.
Yoube activity is a relevant signal to evaluate the intensity of a brand’s content marketing efforts. High view counts don’t always translate in high subscriber numbers since some of those players can rely on paid traffic to accelerate their distribution.