Webiste personalization 101: The Essential Elements of your 1st Campaign

Website Personalization 101With Cara HarshmanContent Marketing Manager at Optimizely

@caraharshman

Hi, I’m Cara Harshman.

@caraharshman

I wrote this Personalization Toolkit

Download at:

optimize.ly/p13n-toolkit

@caraharshman

Personalization is showing targeted experiences to specific segments of your visitors in real time.

@caraharshman

Personalization is valuable and it’s growing.

@caraharshman

“Personalization is a key strategy in the future of B2B marketing. The benefits are numerous, including increased engagement and conversions, more efficient communication, and enhanced loyalty.”

- Jessica Collier, Web Conversion Strategist at Citrix

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A personalization case study

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A personalization case study

@caraharshman

A personalization case study

@caraharshman

A personalization case study

Citrix Results● 7% decrease: bounce rate

● 30% increase: clicks on homepage banners

● 10% increase: pageviews per session

visitors were navigating to more pages after

seeing a personalized homepage

● 4% increase: average session duration,

visitors seeing more pages and spending

more time on the site and consuming more

information

Today I’ll cover:● The building blocks of

personalization● Case studies for

inspiration● Tips from the trenches

@caraharshman

WHO WHAT

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WHOare you

personalizing for?

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Behavior Context

Demographic WHOare you

personalizing for?

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Behavioral personalization for Brooks Running

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Behavioral personalization for Brooks Running

Results

For the test segment, return rate declined nearly 80%

88% saying they appreciated the customer service offer to help.

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“After addressing basic site improvements, A/B testing becomes less of a broad stroke tactic and more focused on user level and behavioral conditions. Dig into your performance data and address specific needs of customer cohorts.”

- David Kornfield, Marketing Manager, Brooks Running

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Contextual personalization for AdRoll

Pre-sale Post-sale

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Enterprise

SMB

Contextual personalization for AdRoll

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Behavioral personalization for Secret Escapes

Original Personalized based on search intent

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Behavioral personalization for Secret EscapesResults

Personalized based on search intent

• 22.4% increase in clicks to specific sale

• 30.4% increase in clicks to purchase page

• 210% increase in completed purchases

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Context

• Referral source• Device• Logged in/out

Behavior

• Downloaded content• Viewed a page

Demographic

• Income bracket• Industry• Location

WHOare you

personalizing for?

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WHATare you showing

them?

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Unique Value

Page real

estate

LocationWHATare you showing

them?

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Homepage personalization for Optimizely

Original Personalized

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Homepage personalization for Optimizely

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Homepage personalization for Optimizely

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The background image and

headline changes based on

demographic criteria.

The modules below the hero are

personalized based on both

demographic and behavioral

attributes for each visitor.

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Customer logos change based on

demographic criteria

● Media prospects see media logos,

retail prospects sees retail logos, etc.

● Everyone else sees our default logos.

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B

A

+1.5% improvement engagement

+113% improvement views of Solutions page

+117% improvement clicks on secondary CTA

The value of Optimizely’s Personalized homepage

@caraharshman

Don’t slice your audiences too thin. Give people a chance to surprise you.

@caraharshman

Every personalization campaign is a hypothesis that should be measured.

@caraharshman

Do website personalization because it’s valuable, not just because you can.

Make Every Click Count

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Standing Out in A Saturated Market

8/24 with Earnest and Hotwire

Don’t Redesign Your Website in the Dark

8/11 with Asana and Optimizely

www.optimize.ly/thrive-webinar

Q&A

@caraharshman@optimizely