Transforming Drupal Sites from Static to Engaging
Transform Your Drupal Site from Static to Engaging
May 10, 2015
Website visitors and customers no longer have the patience for “on size fits all” content and interaction. Context, timing, and relevancy are all critical success factors for delivering the ultimate web experience and converting visitors to leads, leads to prospects, and prospects to happy customers. You have seconds to captivate, engage and convert.
Join Adam Waid, Mediacurrent and Karl Wirth, Evergage for an interactive session featuring some proven tips for turbo charging engagement for each stage of the customer lifecycle: acquisition, education, adoption, and advocacy.
Specific topics they will cover:
· How to optimize your content strategy and radically improve results with real-time web personalization
· How to turn community lurkers into participants with behavior-based web personalization
· The 3 easy steps website managers and marketers can take today to start driving conversion and engagement improvements by 300+%.
The end result for you? Learn how to lower cost of sale, reduce marketing costs, raise net promoter scores, and reduce churn by delivering a more responsive and personalized Web experience.
If you are responsible for maximizing conversions or optimizing customer experience on your site, you will not want to miss this session.
Join Adam Waid, Mediacurrent and Karl Wirth, Evergage for an interactive session featuring some proven tips for turbo charging engagement for each stage of the customer lifecycle: acquisition, education, adoption, and advocacy.
Specific topics they will cover:
· How to optimize your content strategy and radically improve results with real-time web personalization
· How to turn community lurkers into participants with behavior-based web personalization
· The 3 easy steps website managers and marketers can take today to start driving conversion and engagement improvements by 300+%.
The end result for you? Learn how to lower cost of sale, reduce marketing costs, raise net promoter scores, and reduce churn by delivering a more responsive and personalized Web experience.
If you are responsible for maximizing conversions or optimizing customer experience on your site, you will not want to miss this session.
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Transcript
Transforming Drupal Sites fromStatic to Engaging
@Mediacurrent@thememaster
● CEO/co-founder of Evergage● 2.5 years Drupal experience● Dedicated to improving online conversion● Led product and marketing at Red Hat,
Sentillion, and RSA Security. ● Physics degree from Harvard
● Marketing Director at Mediacurrent● 5 years of Drupal experience● 200% increase in leads in 2012● Expert in lead management/grading
with marketing automation software
Adam Waid Karl Wirth
mediacurrent.com
MediacurrentWe build highly impactful open-source technology-based websites that help
organizations with their online presence.
Design Development Support
Increase conversion rates at each stage of the customer lifecycle
Respond to behavior in real-time during the digital experience.
All without IT or development resources
www.evergage.com
Real-time web personalization
Agenda
● Optimizing your content strategy
● What is content personalization?
● Lead Nurturing
● Web Conversion Playbook
● How to do this in Drupal without Development
Content Strategy
Increasing online competition
Growing complexity from a myriad of devices
One Size Does not Fit All
Buyer Personas
Buyer Personas
● What are their demographics? ● What are their interests? ● Who influences their product
choices?● What are their goals or
problems to be solved?● Where do they look for
information about your product category?
● What type of information do they want?
Buyer Personas
Content Audit
Low Conversions?
One or more of the following:● Not finding what they're looking for. ● You haven't given users a “next step.”● Your message isn't compelling.
Lurkers?
Personalize content even for unknown visitors.
Real-time Personalization
Secrets
@evergage
YOUR WEBSITE CAN (AND MUST) BE YOUR BEST SALESPERSON
@evergage
GIVE A WARM AND RELEVANT WELCOME
B 3x increase in revenue from the Pinterest channel.
Carting rate has increased 162% since launching this modal.
@evergage
Right in your backyard today. Come on by!
Get driving directions here
@evergage
HELP PEOPLE TAKE ANOTHER LOOK
B 10x increase in time on the site over the control group
2x increase over the control group ultimate capture of email
@evergage
This is what you’ll be missing:
@evergage
BUILD TRUST OVER TIME
… increased leads generated by 7%.
@evergage
Welcome back. Enter your email to hear the latest from DrupalCamp:
@evergage
@evergage
“I’ve never seen a conference attended by such intelligent and powerful people. Your
best leads are here.” - Karl Wirth, Evergage, Sponsor 2013
@evergage
CLOSE THE DEAL
Static CTA
Wasted Real-Estate
333% increase in conversions to demo request compared to not switching out the CTA
3% of people shown this message signed up as leads for the upsell.
“This is a game-changer for the hosting business” - EIG
IN-CONTEXT UPSELL
SELL SPONSOR
Only 1 Sponsor Slot LeftAnd 300 people registered
Call Julie now to secure it!(800)452-1244 x207
SELL ATTENDEE WHO HAS VISITED THREE TIMES
300 people registeredDon’t miss out!
Email us here
@evergage
MAKE SUCCESSFUL
HELP A LOGGED-IN USER
300 people registeredDon’t miss out!
Email:
You haven’t proposed a session. Click here to propose.
@Mediacurrent@thememaster
How to Do This(Easily & w/o Dev)
Personalize DrupalEvergage Drupal Module
Personalize Drupal
First 30 minutes● Drop in Javascript (like Google Analytics)● Create first set of messages from templates
○ Based on geo, search term, referrer, ○ Based on time on site, time on page, # visits
Next few hours● Track clicks and behavior● Make CTAs behavior-based
In less than 30 minutes
Personalize DrupalWithout a developer
Thank You!
Questions?
@Mediacurrent@Evergage
Mediacurrent.comEvergage.com
slideshare.net/mediacurrent
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