1 Best Practices in Website Management, Part 2: How to Make Your Site Personal & Profitable
Jan 14, 2015
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Best Practices in Website Management,
Part 2: How to Make Your S i te Personal & Profi table
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Introductions
Tom Wentworth, Chief Marketing Officer@twentworth12
Kate Fogarty, Sr. Manager Digital
Marketing@katefogarty
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Special guest
Karl WirthChief Executive Officer/Founder, Evergage
@wirthkarl
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What You’ll Learn
• Why personalization matters• How to start personalizing your website• What Acquia is doing today with personalization
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In Person,
You Have SEVEN SECONDSto Make a Great
FIRST IMPRESSION
Source: NYU Graduate School of Business
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But on the web you have 2/10ths
of a SECOND
Source: Missouri University of Science and Technology
7 Source: Occam's Razor
Match Intent to Purpose
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And That’s Called Personalization
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Personalization Happens in the Real World
• Gender• Age• Style• Brands
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One Million Dollars
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Right contentRight placeRight timeCONTEXT
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Despite the successes,almost
everyone sucks
at this.
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CONTEXT IN ACTIONexample: flights to London
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PRE-SELECTED DESTINATION
HERE, TOO!
AND HERE!
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RELEVANT IMAGE
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PRE-SELECTED BOSTON ORIGIN
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CONTEXT IN ACTIONexample: flights to London
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WHERE’S BOSTON?
WHERE’S LONDON?
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IRRELEVANT PROMOTION
ANOTHER ONE!
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…But Personalization Must Account for Context
WHAT?!?!?!
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Right contentRight placeRight timeCONTEXT
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context =engagementexperienceContext depends on:-Geography-behavior-Intent-Device-Time of day
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Personalization is Critical to Customer Experience
28Source: Missouri University of Science and Technology
What Do Visitors Look at First?
• Logo• Main
Navigation• Hero Image• Search• Content
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Now what should I do?
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IF YOUR WEBSITE WAS
A SALESPERSON, HOW WOULD
IT BEHAVE?
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GIVE A WARM AND RELEVANT WELCOME
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Very low conversion from Pinterest channel
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3x increase in revenue from the Pinterest channel.
RELEVANT WELCOME
B
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Who else?
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Carting rate has increased 162% since launching this modal.
RELEVANT WELCOME
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HELP PEOPLE TAKE ANOTHER LOOK
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Wanted to increase time on site.
B
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10x increase in time on the site over the control group
BOUNCE PREVENTION
B
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People leave without anyone talking to them
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2x increase over the control group ultimate capture of email
BOUNCE PREVENTION
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BUILD TRUST OVER TIME
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GENERATE INTEREST
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CLOSE THE DEAL!
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Static CTA
Wasted Real-Estate
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333% increase in conversions to demo request compared to not switching out the CTA
PROGRESSIVECALL TO ACTIONS
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HOW CAN YOUR SITE BEHAVELIKE A CONSULTATIVE SALESPERSON?
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How Acquia Personalizes/Targets• Progressive profiling on forms• Evergage for personalized messaging
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Progressive Profiling
• Recognize your users• Help them get what
they want
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Targeting and how to start
• Set goals
• Example: Drive additional webinar leads
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Make your plan
What can I do to better engage users?
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Execute
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Measure/track success
• The week this ran
Impressions Clicks Conversions
1300 86 9
10% Conversion rate
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Adjust
• How do I make this better?• Will changing copy help?• What do I target next?
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Live Demo
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Summary
• Why personalization is important• How others are doing it today• How Acquia is doing it today
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Thanks!Questions/Comments?