1. How to Increase ConversionsonContent Rich Websites

2. DAVID CUNNINGHAMDIRECTOR of MARKETING@gdc75linkedin.com/in/gdavidcunninghamINTRO.KARL WIRTHCEO/FOUNDER@wirthkarllinkedin.com/in/karlewirth#personalizecontent 3. WHO WE ARE.#personalizecontent 4. Evergage enables marketers to increaseconversions using real-time visitor personaand intent data to personalize the digitalexperience for every visitor.All without IT.#personalizecontent 5. #personalizecontentPercussion Software's award-winning webcontent management system is used byhigher education, government agencies,financial institutions, and businessesto create engaging, effective content thatlooks great on any device. 6. AGENDA. The challenges of content marketers today How to keep great content from getting lost on yourcontent rich website Personalization techniques that increase conversionrates#personalizecontent 7. #personalizecontentCHALLENGES CONTENTMARKETERS FACE TODAY. 8. 1. PRODUCING CONTENT THATENGAGES.#personalizecontent 9. 2. CREATING TARGETEDCONTENT.#personalizecontent 10. 3. GENERATING ENOUGHCONTENT.#personalizecontent 11. 4. CLUTTER. #personalizecontent 12. #personalizecontentYour audience will consume around three pieces of content onyour website for every one piece you can realistically completeand deliver. Forrester Research 13. #personalizecontentSOLVE THIS WITHREAL-TIME WEBPERSONALIZATION. 14. #personalizecontentBUT FIRST, UNDERSTANDYOUR AUDIENCE... 15. KNOW WHO YOU ARE TALKING TO.Understand yourvisitor personasthen capturetheir attention. 16. #personalizecontentPERSONALIZATION ANDCONTENT MARKETING. 17. USE DATA TO DRIVE RELEVANCE.AttributesBehaviorContext 18. PERSONALIZE FROM SEARCH.Bring relevantcontent to thesurface based offPPC keywords inGoogle and searchterms elsewhere. 19. RELEVANT CONTENT BY CATEGORY. 20. RELEVANT CONTENT BY AUTHOR. 21. MAXIMALLY RELEVANT HERO1 2 3 22. MAXIMALLY RELEVANT HERO4 5 6 23. BRING BLOG READERS TO YOUR WEBSITE123 24. RESPOND TO INACTIVITY.By promotingengaged visitorsto the nextrelevant article. 25. GIVE A RELEVANT SECOND CHANCE.10x increase intime spent onsite. 26. TURN A READER INTO A SUBSCRIBER.Promote theright CTA atthe right time. 27. BUT DONT STOP THERE!If a visitor clicks,show themsomething new! 28. HOW TO DETERMINE? JUST ASK! 29. CAPTURE BEHAVIOR(visually out of the site)UNDERSTANDPERSONA INTENT#personalizecontentRESPOND INREAL-TIMEPer-Visitor, User, AccountAnonymous to NamedClickstream, Context, TagsTime on page and incategoryProgress in funnelAttributes, TransactionsForm Fields, SurveysHistory from other systemsSet up rules to segmentAnalyze differences amongstsegmentsVisually browse site andtarget communications.Personalize site in