How to Increase Conversionson

Content Rich Websites

DAVID CUNNINGHAMDIRECTOR of MARKETING

@gdc75

linkedin.com/in/gdavidcunningham

KARL WIRTHCEO/FOUNDER

@wirthkarl

linkedin.com/in/karlewirth

INTRO.#personalizecontent

WHO WE ARE.

#personalizecontent

Evergage enables marketers to increaseconversions using real-time visitor persona and intent data to personalize the digital experience for every visitor.

All without IT.

#personalizecontent

Percussion Software's award-winning web content management system is used by higher education, government agencies, financial institutions, and businesses to create engaging, effective content that looks great on any device.

#personalizecontent

AGENDA.

The challenges of content marketers today

How to keep great content from getting lost on your content rich website

Personalization techniques that increase conversion rates

#personalizecontent

CHALLENGES CONTENT MARKETERS FACE TODAY.

#personalizecontent

1. PRODUCING CONTENT THAT ENGAGES.

#personalizecontent

2. CREATING TARGETED CONTENT.

#personalizecontent

3. GENERATING ENOUGHCONTENT.

#personalizecontent

4. CLUTTER. #personalizecontent

SOLVE THIS WITH REAL-TIME WEB

PERSONALIZATION.

#personalizecontent

BUT FIRST, UNDERSTANDYOUR AUDIENCE...

#personalizecontent

KNOW WHO YOU ARE TALKING TO.

Understand yourvisitor personas then capturetheir attention.

PERSONALIZATION ANDCONTENT MARKETING.

#personalizecontent

USE DATA TO DRIVE RELEVANCE.

AttributesBehaviorContext

PERSONALIZE FROM SEARCH.

Bring relevantcontent to the surface based off PPC keywords in Google and search terms elsewhere.

RELEVANT CONTENT BY CATEGORY.

RELEVANT CONTENT BY AUTHOR.

MAXIMALLY RELEVANT HERO 1 2 3

MAXIMALLY RELEVANT HERO 4 5 6

BRING BLOG READERS TO YOUR WEBSITE1

2

3

RESPOND TO INACTIVITY.

By promoting engaged visitors to the next relevant article.

GIVE A RELEVANT SECOND CHANCE.

10x increase in time spent on site.

TURN A READER INTO A SUBSCRIBER.

Promote the right CTA atthe right time.

BUT DON’T STOP THERE!

If a visitor clicks, show them something new!

HOW TO DETERMINE? JUST ASK!

CAPTURE BEHAVIOR (visually out of the

site)

UNDERSTAND PERSONA –

INTENT

RESPOND IN REAL-TIME

Per-Visitor, User, AccountAnonymous to Named

Clickstream, Context, TagsTime on page and in categoryProgress in funnel

Attributes, Transactions

Form Fields, Surveys

History from other systems

Set up rules to segment

Analyze differences amongst segments

Visually browse site and target communications.

Personalize site in <300ms

#personalizecontent

RPI METHODOLOGY.

RELATIONSHIP: Visit occasionallyPERSONA: Personal investorINTENT: Read 1 article then leave

2. RESPOND 1. UNDERSTAND PERSONA-INTENT Comes in deep-linked to article

Spends 5 minutes reading, leaves

Take a tour of MarketWatch.See what else we can offer. Start ›

WHAT WE ARE DOING.

Progressive interaction with our visitors

In Conclusion

#personalizecontent

Define your personas

Create great content for your personas

Personalization is a dialogue, not a monologue

Measure and analyze

What are you waiting for?

#personalizecontent

Q&A

www.percussion.com Learn more about Percussion at

www.percussion.com

twitter.com/percussion

linkedin.com/company/percussion-software

facebook.com/percussionsoftware

www.evergage.com

Free Real-Time Personalization Resources:

www.evergage.com/resources

See a Demo of Evergage

www.Evergage.com/demo

twitter.com/evergage

linkedin.com/company/evergage

#personalizecontent