RightMessage Review: Increase Your Revenue Through Website Personalization

Personalization and segmentation has been used in email marketing to improve conversions for years, and there’s a good reason for that.

It works.

It’s a proven strategy that most of you have probably adopted already.

But what if you could now personalize the content of your site for each of your visitors?

RightMessage Review

Last updated: March 4, 2019
Initially published on: March 4, 2019
Product rating: 4.5 / 5.0

tl;dr Summary
While a bit pricey, RightMessage gives you the ability to customize your website for each visitor and give them a more personalized experience.

Visit the website

So their experience would more closely match to what they were looking for.

Don’t you think that would boost your conversions too?

With RightMessage, you can do exactly this.

It’s a software that can automatically personalize your website based on real time data and help you get better results.

RightMessage Logo

Here is what I’m going to be covering in this RightMessage review:

What is Right Message?

RightMessage was co-founded in 2017 by Brennan Dunn. It’s a cloud based software that allows you to personalize your website’s content for each visitor, based on what it knows about them.

It uses a number of factors to do this, including where the person came from and its built in survey tool called RightAsk.

It’s easier to understand RightMessage through an example.

Lets pretend we are an email service company (think ActiveCampaign) that provides email marketing to businesses. We have 2 different plans.

A low cost Lite plan that offers basic email marketing capabilities like broadcasts and an autoresponder.

And we have a more expensive Enterprise plan that offers email marketing, plus a CRM and email automations.

So we clearly have two types of people that might want to buy from us.

  1. Small businesses that want to send the occasional email newsletter
  2. Larger enterprise businesses that have more advanced email segmentation needs.

Using RightMessage’s RightAsk tool, we can create surveys that popup on our website that lets us ask what segment the visitor belongs to. And using their answers, we can personalize our website’s appearance based on this.

So for a small business visitor, on our homepage I could a video demonstrating our sleek drag and drop email editor and form builder. And the website headline and copy would reflect the benefits that would a small business would want from their email marketing.

But for an enterprise business visitor, our homepage would display a video of our fancy automation workflow editor. And the copy might describe how this could all be easily integrated into their existing sales pipeline.

Pretty cool, right?

By showing your visitors a personalized version of the website that best fits what they’re looking for, you are more likely to get their attention, and turn them into a customer.

And that’s what RightMessage can help you do.

What are the best parts about RightMessage?

Best Feature #1: A point-and-click approach to personalization

When you hear about website personalization tools like this one, you can’t help but stress over the potential tech challenges that go along with it.

I was very curious to see how RightMessage handled this.

As it turns out, by implementing a single piece of code on your website (very easy to do, I’ll show you how in a bit), you’ll be able to directly personalize pages of your website.

personalize page

As you can see above, RightMessage will show you a live version of your website from within the tool itself, at which point you can click on any element to start making changes.

There are a number of changes you can make here and I’ll get to that later in the review, but just the implementation of this is truly amazing.

inline editing

No digging around in the code of your pages.

Not even logging into your website backend.

You can apply these personalizations by simply hitting the publish button inside RightMessage. I don’t know if it could be any easier.

Best Feature #2: Track conversion events with ease

Sticking with the code-less theme, RightMessage offers another useful feature worth noting, and this one goes beyond personalization.

It’s called ‘Campaign Goals’, and it allows you to create and record events on any page across your site.

conversion events

These events are classed as conversions and can be made up of various actions, including clicking an element, visiting the page, or submitting a specific form.

Applying an event to your page is as simple as adding a personalization, you simply point and click.

point and click

It’s worth pointing out that you can also stack these events for a more complex conversion.

Overall, this feature is nothing new in the marketing world but it keeps everything under one roof and eliminates the need for a dedicated solution. A very welcome addition.

Best Feature #3: Get site-wide personalization with RightBar

We’ve all seen Hello Bars before, but RightMessage has their own take on this classic marketing tool.

It’s called the RightBar:

RightBar feature

The RightBar takes this concept one step further by using variations of the same bar, tailored to different segments of your audience.

In other words, it’s a personalized Hello Bar.

RightBar segments

You can also use the usual segmentation features here, and I’ll talk more about those later in the review.

Finally, this wouldn’t be complete with some visual styling options to match your branding, and RightMessage has you covered there as well.

visual styling options

What I don’t like about RightMessage

Bad Thing #1: Integrations are somewhat limited

When it comes to integrations, RightMessage is surprisingly reliant on these for core aspects of the software, and that’s especially for your CRM or email marketing service.

The problem? You only have a handful of possible integrations…

integrations

As someone who recently switched from ActiveCampaign to MailerLite, I was no longer able to take advantage of many aspects of this platform.

For example, my RightMessage reporting area didn’t work properly, and I was unable to apply certain segment conditions that relied on subscriber and customer data.

To give some credit to the team, they did offer a somewhat complicated workaround for this…

workaround advice

Either way, the lack of integrations means I’m not the first person to run into this issue and I certainly won’t be the last.

Oh, and it doesn’t work with Zapier either.

Bad Thing #2: Personalization is exclusive to premium plans

I expand on this point in the pricing section, but it stood out enough for me to give it a quick mention here.

If you’re looking to use the personalization features within this platform, you will need the most expensive plan at every tier.

plan comparison

This isn’t necessarily a bad thing as it opens up some of functionality to those on a limited budget. But for me, the real value is in the premium plan and it doesn’t come cheap.

A look inside RightMessage

Onboarding Process

Upon signing up to RightMessage, you’ll be thrown straight into the onboarding process where you’ll be asked to choose from a series of options.

Unlike some platforms, the process is less about how to use the software, and more about applying the optimal settings for your account.

The first step is to tell RightMessage what kind of website you run.

website type

This will help shape the different stages of your funnel later on.

Next, you’ll select some questions which represent the kind of data you want to collect from your audience. This is essentially a way to have your visitors segment themselves.

question segments

This will help personalization through segmentation, which is something I’ll cover in more detail in this review.

The next step will have you sync your customer segment data with your email marketing provider.

You can pick from a handful of integrations, or simply skip this step entirely.

integrations

The final step involves the usual setup process, whereby a code snippet is placed into your website.

This is mandatory as it allows communication between your site and the RightMessage application.

install code snippet

You can also send instructions to your developer, but it’s a 2 minute job if you’re up to the task.

As a WordPress user, I installed a simple plugin called Embed Code which allowed me to paste code snippets into the head section of my website.

embed code

Once the code snippet is live on your site, you’re pretty much ready to start using RightMessage.

You’ll then be taken straight to the welcome dashboard:

welcome screen

Segmentation

Segmentation is how you let RightMessage know where each of your website visitors are in the sales process.

In fact, this is even displayed as a funnel to visually guide you through the segmentation process.

Here’s what it looks like:

funnel stages

In this case, I selected ‘Anonymous’ to edit that stage.

This stage refers to customers who have yet to enter my sales funnel, meaning I currently have no data to recognize these visitors by.

anonymous

While you do have less wiggle room for personalization here, you can tailor your message based on things like the referring website, URL, or even how they answered the on-site questions.

If we were to set up a segmentation for existing subscribers, however, I would be able to leverage other data-points to identify those visitors.

For instance, I could use UTM parameters in my email links and specify those same parameters within RightMessage.

UTM parameters

Each segment is defined by a set of conditions, and you can even add multiple conditions or alternate sets of conditions.

These conditions include:

  • Referrer
  • Question/answer segments
  • Pages viewed
  • UTM parameters
  • Query parameters
  • Custom data (Javascript)

This section of the platform also gives you an opportunity to refine the questions you initially entered on first sign in — a feature that’s referred to as “RightAsk”.

In the sidebar, you’ll find those questions listed, as well the ability to add new ones if you wish.

RightAsk feature

Clicking on any question will allow you to make changes to it, including possible answers, enabling or disabling the widget, and email synchronization — assuming the integration is available.

Interestingly though, you also have the ability to “auto-segment” your visitors which automatically assigns an answer to them based on the same conditions I outlined above.

auto-segment

If you were driving traffic from a Facebook ad, for example, you might know the age ranged based on the targeting conditions of your ad.

In that case, you could apply the correct age range using auto-segmentation.

Finally, you can also edit the appearance of your RightAsk widget, and the platform gives you a handy generated preview of what that will actually look like on your website.

RightAsk preview

Here you can reorder questions or open the widget settings.

This settings panel is where the real magic happens, as you can change the color scheme, position, trigger, display devices, display behaviors, page rules and more.

question widget settings

I noted a few issues here such as display devices not supporting tablet or mobile, and almost no visual control besides the color scheme, but it still covers the bases well.

Overall, this is a well-implemented segmentation tool that also doubles up as a survey tool to learn more about your audience. Pretty cool stuff.

Personalization

This is where you begin to use those segments to create a personalized experience across your website.

You’ll be given a few options, but the first thing you’ll want to do is a set up a campaign.

first campaign

After naming your campaign, you need to choose which segments your personalizations will be based on.

You can choose from any of your questions (RightAsk) or your funnel as a whole.

name your campaign

Once the campaign has been created, you’ll immediately be redirected to the editor where you can make changes to your website pages.

Before we get to how this works on a technical level, it’s important to note the settings in the top navigation bar.

editor settings

This is where you choose the exact segment you want to personalize, whether that be based on a specific answer to a question, or a specific segment in within your funnel.

As you go through each of these, you can make changes to your page according to the segment selected.

All you need to do is point and click on any element you wish to modify, like so…

click to edit

So what can you actually change?

A typical use-case would be to change the copy (text) to appeal more to people in that particular segment, but you can also hide entire sections or apply custom CSS classes.

change text

This is my home page, but you can do this with virtually any page on your site.

In fact, there’s even a navigation toggle to switch between editing and navigating, so you can load up a page without having to remember the exact URL.

navigation toggle

As I said earlier in this review, applying these changes to your site couldn’t be easier thanks to the code snippet you added during onboarding.

Just hit publish, and you’re good to go!

Tracking & Reporting

As far as tracking goes, this is an integral part of the platform and something that is applied to your visitors by default, at all times.

It’s happening when they come to your website, come from specific websites or URL’s, when they answer your questions, and even when they click links in your emails.

These segmentation events are tracked in real-time and that data is reported and updated every few minutes via your dashboard.

First, you have the traditional timeline reporting screen:

timeline reporting

This shows you activity over time, including questions answered, data-points enriched, subscribers enriched, and conversion-rate lift.

You’ll notice from the screenshot that most of this data is showing a blank, and that’s because this reporting feature relies on an email marketing integration to work. (As you know, MailerLite isn’t supported so I couldn’t use it.)

Scrolling down, you’ll see more granular visitor reporting on based on the answers they gave your on-site questions.

question reporting

I really like this overview as it gives you great insights into who your audience are, which allows you to even further refine your personalization.

That being said, this dashboard—coupled with the ‘Campaign Goals’ feature I spoke about at the start of this review—is really the extent of what you get when it comes to reporting.

Overall, it’s a simple but useful reporting interface that is largely reliant on the email marketing integration to function, which is arguably its biggest flaw.

Documentation & Support

I already mentioned the lack of feature descriptions, and this only puts more pressure on documentation and support.

Question is, how good are they?

Starting the knowledge base, or what they refer to as the “Learning Center”, you’ll find several categories from troubleshooting to personalization examples.

learning center

With close to 100 articles listed here, you get good coverage on the basic elements of this platform, but it was far from perfect.

For example, looking for more information on the funnel aspect of RightMessage, the knowledge base gave me few relevant results. Not very helpful.

searching the learning center

If you need a more hands-on support channel, you can submit a ticket directly from inside your RightMessage account.

This is essentially an email that’s routed through dedicated support software:

email support

What most people gravitate towards these days, however, is a reliable live chat support system.

As you would expect, RightMessage chat support can be accessed via the floating icon in the corner of your screen.

live chat toggle

You’ll first be prompted to search the knowledge base from within this popup interface (which I actually like), but you can access the chat by clicking “Get in touch”.

I tested the chat myself and got a response from the founder—Brennan Dunn—within minutes of submitting my question.

chat response

Brennan took the time to properly answer a relentless series of questions, and I honestly could not praise him highly enough for that level of commitment.

Finally, there is a community Facebook group called Personalization Marketing Mastermind that’s promoted through the app interface. It currently has over 900 members.

Facebook group

Overall, I found the live chat and community support more than made up for some obvious gaps in the learning center. Great experience.

RightMessage Pricing

Alright, let’s talk money.

RightMessage is priced on the number of unique monthly visitors your website gets, with ‘10,000 visitors’ being the lowest possible plan.

This starts at $19/month for the basic plan, and goes up to $79/month for the all-inclusive plan.

pricing

Of course, the more traffic you get, the more impact this tool will have on your marketing and overall increase in revenue.

And that’s why prices increase quite significantly as you increase visitor count.

pricing

Now, this is an expensive solution by any standard, and it’s only made worse by the fact that personalization is only included in the top-tier plan.

Since this is the primary appeal for a tool like this, the lesser plans feel relatively underwhelming.

plan comparison

If you look at the comparison chart, you’ll see that the “Survey” plan is aptly named  as that’s pretty much all you’re getting when it comes to features.

The “Enrich” plans is slightly more attractive with the addition of auto-segmentation features, but it’s still missing that one crucial element…

Personalization.

Surveys and segmentation is something that can be done by other tools, which makes RightMessage a real pay-to-play proposition.

Final Thoughts

RightMessage is a really impressive software, and I love the possibilities that you can do with it.  It’s also starting to gain traction in the market, with people like Pat Flynn starting to get awesome results with the tool.

It’s not a cheap tool however.  But if using it can bring you additional revenue that will offset the cost then why not try it.

The good news is, RightMessage offers a free 14-day trial on all plans so you can find out just how valuable it is.

Take the free 14-day RightMessage trial

RightMessage Pros

  • Modern, easy-to-use interface
  • Great onboarding/setup process
  • Advanced segmenting conditions
  • Survey-based segmentation
  • Point-and-click website editing for personalization
  • Change, hide or apply custom styling to page elements
  • Event and conversion tracking with Campaign Goals
  • Personalized Hello Bars with RightBar
  • Outstanding live chat support

RightMessage Cons

  • Integrations are limited
  • Reporting is too reliant on third-party integrations
  • Documentation could use improvement
  • Personalization requires a premium plan
  • Not exactly budget-friendly
Affiliate Disclaimer: I hope you enjoyed this RightMessage review. Please note that any links inside this article may be affiliate links to RightMessage. That means that if you click on one of the links and sign up, I may be compensated for it. If you do happen to click, thanks! Any money we make keeps this site running and allows us to keep producing high-quality reviews.
About Lewis Parrott

Lewis is a writer and SEO nerd based out of Southeast Asia. He spends most of his day churning out internet marketing related content from his laptop. Believe it or not, he also has a girlfriend.

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