personalisation - small steps for big gains
TRANSCRIPT
Todays talk
× Why do we need personalisation?× What is it really?× Planning× Measurement× Implementation× Ongoing strategy
Explicit Vs Implicit
Explicit Implicit
Personalisation● Expected● User Preferences● Logged-In
● Behavioural
“Wikipedia: tailoring a service or a product to accommodate specific
individuals, sometimes tied to groups or segments of individuals.
Yes but….
× What have we achieved?× Do I want to increase hosting sales?× Is the user really interested in hosting?× Has it been a success?× Have we decreased something else?× Shall we continue with it?× Shall we try something else?× erm……..
Complexity
× Component based design× 4 x ‘personalisable’ components× 2 x rules per component
× Default× Personalised
× 16 experiences!!!
And that’s just for 1 page!
Personalisation can have the opposite effect
× Create ‘Filter Bubbles’× Decrease conversions / engagement× Increase management complexity
“Desire of the site designers in driving
specific actions to achieve objectives (e.g. Increase sales conversion on a page).
Define the company (board's) objectives
STRATEGIC THEMES “The largest distributer of widgets throughout the globe”
STRATEGIC OBJECTIVES “Increase widget sales by 10%”
MARKETING OBJECTIVES “Increase website sales by 20%”
DIGITAL GOALS “Buy Widget online”
Measurement
× Benchmark!!!× Measure at least 3 months of goals× Google Analytics, Adobe Analytics, Email reports
× Whatever works!
Record measurement against objectives
Strategic Objective Goal Measurement
Period Conversions
Increase revenue by 10% Buy Widget Q1 10,000
Increase revenue by 10% Buy Widget Q2 6,000
Increase revenue by 10% Buy Widget Q3 8,000
Define objectives at the start of the project process
Requirements
Content
Development
QA
Release
Objectives Specifications
Design
UX
Understand the user & their goals
× Persona× Behaviour× Needs× Things to avoid× Device
× Goal Oriented Design
Experience Management Workshop
Measure
× GA Goal× Querystring × Events× Behaviour× Content Profiles
Nurture
× Personalisation× A/B Testing× Automated Email× Automated SMS× Push Notification
Type of content is important
Symmetric Messaging
× Match CPC messaging
× Banner Ad’s× CTA’s
Behavioural Re-targeting
× Surface content of interest
× Promotions× Search results× Emails
Contextual Empathy
× Adjust tone / copy based on context
× Device× Time of day
Recap
× Right Message, Right Time, Right User & Objective× Content Relevancy Map
× Measurement× Personalisations & Slots
Tools - How they work
× Create a rule× Based on conditions× Create a content variant× If user matches a condition
× They see the variant
Different types of criteria to personalise on
Explicit Implicit
Browser Headers Personas
Clickstream Content Profiles
Device
CRM
Personalisation Groups - Andy Butland
× Umbraco Package× Explicit Data× Extensible× Content Variants based on
conditions× Beta
Optimizely & Marketo
× Javascript Plugins× Explicit Data× Great Reporting× Monthly Subscription
× Marketo: × Enhanced Profiling× Automated Personalisation
Spin Doctor
× Umbraco Package× Implicit / Profile Data× Extensible× Support / documentation× Needs improvement× Lots of potential!
Launch without personalisation in place and measure
Goals UX
Personas/
Goals
Measure
Content Relevancy
Delivery
Launch
Personalise
Measure(3 Months)
Now we can personalise!
AnalyseMeasures
ChooseGoal
AnalyseRelevancy
ChooseSlot
Design Assets /
Content / CTA
ImplementPersonalisati
onWait...
Define RulesMeasure
“Small, simple iterative cycles”
Ongoing measurement
Strategic Objective /Goal
Variant Benchmark Result Variance
Increase revenue by 10%:Buy Widget 50/Month 60/Month + 10
Increase revenue by 10%:Buy Widget
50/Month 40/Month - 10
In Summary
× Objective: Right Message, Right Time, Right User× Users & Goals× Organisation Objectives and Goals
× Measurement× Content Relevancy Map× Define Personalisations× Integrate× Simple Implementation & Iteration