how to personalize your website content in the moment
DESCRIPTION
Join Dan Flanigan, VP of Products at Percussion Software and Karl Wirth, CEO and Co-Founder of Evergage and learn how to personalize to make every website experience awesome. Learn more at: http://www.percussion.com & http://www.evergage.comTRANSCRIPT
How to Personalize Your Website Content
In the Moment.
DAN FLANIGAN VP of PRODUCTS
@danflan
linkedin.com/in/danflan
KARL WIRTH CEO/FOUNDER
@wirthkarl
linkedin.com/in/karlewirth
INTRO.!#personalizenow
AGENDA.!
§ Website challenges marketers face today
§ Customer personas determine relevant content
§ Personalization makes every web experience awesome
#personalizenow
Who We Are!
#personalizenow
Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT.
#personalizenow
Percussion So,ware's award-‐winning web content management system is used by higher educa8on, government agencies, and businesses to create engaging, effec8ve content that looks great on any device.
#personalizenow
3 BIG CHALLENGES WEB MARKETERS FACE TODAY!
LOW ENGAGEMENT.
You could be engaging visitors better so they spend MORE TIME ON-SITE OR IN-APP and learn more about your company and offerings
#personalizenow
LOW CONVERSIONS.
You need to CONVERT VISITORS TO LEADS or move existing leads down the funnel.
#personalizenow
Marketers spend $45 BILLION/YEAR trying to get to “YES” online.
Email marketing
$30B Advertising
$5B
$5B Web Experience
Analytics $5B
Yet conversion rates are PAINFULLY LOW.
$10B
2%
POOR RETENTION.
You want REPEAT VISITORS and advocacy!
#personalizenow
THE ANSWER IS PERSONALIZATION
HERE ARE THE 4 KEYS!
#personalizenow
STEP 1
DEFINE YOUR PERSONAS!
#personalizenow
STEP 2
BUILD A GREAT SITE AND KEEP IT UPDATED / RELEVANT!
#personalizenow
“Tradi1onal marke1ng talks at people. Content marke1ng talks with them.” – Doug Kessler
STEP 3
UNDERSTAND YOUR STAGES OF INTENT!
#personalizenow
RELATIONSHIP: Given $1M PERSONA: Alumni INTENT: Learn about Events
RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much
TODAY, A WEBSITE DOESN’T RESPOND. BUT A FUNDRAISER DOES.
RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid
RELATIONSHIP: Alumni PERSONA: Parent of Senior INTENT: Make decision about whether to bother applying
TODAY, A WEBSITE DOESN’T RESPOND. BUT AN ADMISSION OFFICER DOES.
STEP 4
PERSONALIZE IN REAL-TIME TO EACH PERSONA-INTENT!
#personalizenow
CAPTURE BEHAVIOR (visually out of the site)
UNDERSTAND PERSONA – INTENT
RESPOND IN REAL-TIME
§ Per-Visitor, User, Account Anonymous to Named
§ Clickstream, Context, Tags Time on page and in category Progress 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
#personalizenow
RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much
2. RESPOND 1. UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site
YOUR WEBSITE = YOUR BEST FUNDRAISER
RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid
2. RESPOND 1. UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site
YOUR WEBSITE = BEST ADMISSIONS OFFICER
OTHER EXAMPLES!
#personalizenow
RELATIONSHIP: Visited, no buy PERSONA: Beginner gardener INTENT: Purchase full bed today
PERSONALIZATION ENABLES TARGETED RESPONSE.
2. RESPOND 1. UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site
RELATIONSHIP: Visit occasionally PERSONA: Personal investor INTENT: Read 1 article then leave
REAL-TIME MARKETING ENABLES A TARGETED RESPONSE
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 ›
SEGMENT AND TARGET AUDIENCES BASED WHO WHO THEY ARE
In Conclusion!
#personalizenow
Walk a mile in their shoes Give before you take Personaliza1on is a dialogue, not a monologue
#personalizenow
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/Blog
Free Real-Time Personalization Resources: www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
twitter.com/evergage
linkedin.com/company/evergage
#personalizenow