inboundcon 2016: how to use the building blocks of website personalization to unlock more sales - ...
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Using the Building Blocks of Website Personalization
to Unlock More Sales @caraharshman #inboundcon
@caraharshman #inboundcon
need a few slides here to make case about why
personalization is important
2 Big Blocks of Personalization
WHO are you
personalizing for?
WHAT are you showing them?
@caraharshman #inboundcon
The Who = Your Audience
WHO are you
personalizing for?
An audience is a group of visitors
with a specific need that deserves a
unique experience.
@caraharshman #inboundcon
The Who = Your Audience
WHO are you
personalizing for? Behavior
@caraharshman #inboundcon
The Who = Your Audience
WHO are you
personalizing for? Behavior
Demogr
aphic
@caraharshman #inboundcon
The Who = Your Audience
WHO are you
personalizing for? Behavior
Demogr
aphic
Context
@caraharshman #inboundcon
3 Blocks to Build Your Audiences
BehaviorDem
ographic
Context
What is unique about the visitor
right now?
Who is the visitor?
What is the visitor doing?
Examples of Possible AudiencesBehavior Context Demographic
Downloaded specific content Referral Source Industry
Viewed a specific page…twice Device/browser Location
Abandoned a cart Specific marketing campaign UTM source Gender
Read specific content category
New vs. Returning visitor Company size
@caraharshman #inboundcon
A Contextual Case StudySecret Escapes
@caraharshman #inboundcon
Default Experience for Everyone
Context
@caraharshman #inboundcon
Personalized for visitors who search
for “spa breaks”
Context
@caraharshman #inboundconContext
vs.
@caraharshman #inboundconContext
vs.
@caraharshman #inboundcon
32% increase in conversions
Context
vs.
@caraharshman #inboundcon
A Demographic Case StudyCitrix
@caraharshman #inboundcon Demogr
aphic
Default experience for everyone
@caraharshman #inboundcon Demogr
aphic
Personalized for education industry
@caraharshman #inboundcon Demogr
aphic
Personalized for IT/SaaS industry
@caraharshman #inboundcon Demogr
aphic
Personalized for healthcare industry
@caraharshman #inboundcon Demogr
aphic
vs.
@caraharshman #inboundcon Demogr
aphic
vs.
@caraharshman #inboundcon Demogr
aphic
vs.
30% increase in banner clicks
@caraharshman #inboundcon Demogr
aphic
vs.
30% increase in banner clicks
7% decrease in bounce rate
@caraharshman #inboundcon Demogr
aphic
vs.
30% increase in banner clicks
7% decrease in bounce rate
10% increase page views per visitor
@caraharshman #inboundcon Demogr
aphic
vs.
30% increase in banner clicks
7% decrease in bounce rate
10% increase page views per visitor
4% increase in average session duration
@caraharshman #inboundcon
A Behavioral Case StudyBrooks Running
@caraharshman #inboundconBehavior
Personalized for indecisive shoppers
@caraharshman #inboundconBehavior
Not sure which size to get?
Our expert customer service can help you figure out the one for you so you don't have to return the other. Call 1-800-###-### or chat with them now to get fitted.
Personalized for indecisive shoppers
X
@caraharshman #inboundconBehavior
XNot sure which size to get?
Our expert customer service can help you figure out the one for you so you don't have to return the other. Call 1-800-###-### or chat with them now to get fitted.
vs.Generic
@caraharshman #inboundconBehavior
XNot sure which size to get?
Our expert customer service can help you figure out the one for you so you don't have to return the other. Call 1-800-###-### or chat with them now to get fitted.
vs.Generic
@caraharshman #inboundconBehavior
XNot sure which size to get?
Our expert customer service can help you figure out the one for you so you don't have to return the other. Call 1-800-###-### or chat with them now to get fitted.
Generic vs.80% decrease in returns for audience
2% increase in conversion rate
3 Blocks to Build Your Audiences
BehaviorDem
ographic
Context
What is unique about the visitor
right now?
Who is the visitor?
What is the visitor doing?
A Template to Build Audiences
Download at: optimizely.com/personalization-toolkit
2 Big Blocks of Personalization
WHO are you
personalizing for?
WHAT are you showing them?
@caraharshman #inboundcon
The What = The Experience
WHAT are you showing them?
The experience is the message you
want to send to the audience.
@caraharshman #inboundcon
The What = The Experience
WHAT are you showing them?
The Location
@caraharshman #inboundcon
The What = The Experience
WHAT are you showing them?
The Location Content
@caraharshman #inboundcon
The What = The Experience
WHAT are you showing them?
The Location Content
Measure
@caraharshman #inboundcon
@caraharshman #inboundcon
An Experience Case StudyOptimizely
@caraharshman #inboundcon
Homepage went from this…
@caraharshman #inboundcon
To this...
@caraharshman #inboundcon
To this...
@caraharshman #inboundcon
To this...
@caraharshman #inboundcon
To this...
@caraharshman #inboundcon
And this...
@caraharshman #inboundcon
And this...
@caraharshman #inboundcon
And this...
@caraharshman #inboundcon
And this...
3 Blocks to Design Your Experiences
Content MeasureThe Location
Where on the page is the experience?
How is it performing?
What is the message?
@caraharshman #inboundcon
Designing the ExperienceChoosing the Location
@caraharshman #inboundconThe
Location
@caraharshman #inboundconThe
Location
@caraharshman #inboundcon
Designing the ExperienceCrafting the Content
Hero image and headline changes based on demographic criteria Content
Hero image and headline changes based on demographic criteria Content
Hero image and headline changes based on demographic criteria Content
ContentWhen visitor is unidentifiable, they see a time of day message
ContentWhen visitor is unidentifiable, they see a time of day message
Quick note on
copywriting
ContentThe modules below are personalized on
behavioral and demographic data
ContentThe modules below are personalized on
behavioral and demographic data
The modules below are personalized on behavioral and demographic data Content
Customer logos change based on demographic attributes The
LocationContent
Event and content promotions change based on behavior and demographics Content
@caraharshman #inboundcon
Designing the ExperienceMeasuring the Impact
Measure
@caraharshman #inboundcon
vs.
Measure
@caraharshman #inboundcon
vs.
Measure
@caraharshman #inboundcon
vs.1.5% increase in engagement
Measure
@caraharshman #inboundcon
vs.1.5% increase in engagement
113% increase views to Solutions Page
Measure
@caraharshman #inboundcon
vs.1.5% increase in engagement
113% increase views to Solutions Page
117% increase starts account create process
Measure
3 Blocks to Design Your Experiences
Content MeasureThe Location
Where on the page is the experience?
How is it performing?
What is the message?
@caraharshman #inboundcon
Tips to Get it Done
@caraharshman #inboundcon
Don’t create too many audiences.You’ll run out of content and into confusion.
@caraharshman #inboundcon
Treat personalized experiences as hypotheses.They should be carefully crafted and measured.
@caraharshman #inboundcon
Do personalization because it’s valuable.Not just because you can.
@caraharshman #inboundcon
Measure
Content
The LocationContext
Behavior
Demogr
aphic
Use the blocks to build experiences that dazzle!
@caraharshman #inboundcon
Thank you!@caraharshman
www.caraharshman.me
hello@caraharshman.me
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