inboundcon 2016: how to use the building blocks of website personalization to unlock more sales - ...

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?


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.



WHO are you

personalizing for? Behavior



WHO are you


Demogr

aphic



WHO are you


Demogr

aphic

Context


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


A Contextual Case StudySecret Escapes


Default Experience for Everyone

Context


Personalized for visitors who search

for “spa breaks”

Context

@caraharshman #inboundconContext

vs.


32% increase in conversions

Context

vs.


A Demographic Case StudyCitrix

@caraharshman #inboundcon Demogr

aphic

Default experience for everyone


aphic

Personalized for education industry


aphic

Personalized for IT/SaaS industry


aphic

Personalized for healthcare industry


aphic

vs.


aphic

vs.

30% increase in banner clicks


aphic

vs.


7% decrease in bounce rate


aphic

vs.



10% increase page views per visitor


aphic

vs.



10% increase page views per visitor

4% increase in average session duration


A Behavioral Case StudyBrooks Running

@caraharshman #inboundconBehavior

Personalized for indecisive shoppers


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


XNot sure which size to get?


vs.Generic


XNot sure which size to get?


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

http://optimizely.com/personalization-toolkit

2 Big Blocks of Personalization

WHO are you

personalizing for?



The What = The Experience


The experience is the message you

want to send to the audience.




The Location




The Location Content




The Location Content

Measure



An Experience Case StudyOptimizely


Homepage went from this…


To this...


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?


Designing the ExperienceChoosing the Location

@caraharshman #inboundconThe

Location


Designing the ExperienceCrafting the 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

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


Designing the ExperienceMeasuring the Impact

Measure


vs.

Measure


vs.1.5% increase in engagement

Measure



113% increase views to Solutions Page

Measure



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?


Tips to Get it Done


Don’t create too many audiences.You’ll run out of content and into confusion.


Treat personalized experiences as hypotheses.They should be carefully crafted and measured.


Do personalization because it’s valuable.Not just because you can.


Measure

Content

The LocationContext

Behavior

Demogr

aphic

Use the blocks to build experiences that dazzle!


Thank you!@caraharshman

www.caraharshman.me

[email protected]

http://www.caraharshman.me

inboundcon 2016: how to use the building blocks of website personalization to unlock more sales - ...

Marketing