SECRETS TO

REAL-TIME PERSONALIZATION

INTRO.!

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.

KARL WIRTH CEO/FOUNDER

twitter.com/evergage

linkedin.com/company/evergage  

  PROBLEM: LOW CONVERSION

  ANSWER: MAKE THE WEB EXPERIENCE RELEVANT TO ME

  HOW: REAL-TIME BEHAVIOR-BASED WEB PERSONALIZATION

  RPI FRAMEWORK

  EXAMPLES

AGENDA.!"

PROBLEM.

Marketers spend $45 BILLION/YEAR trying to get to “YES” online.

$30B

Email marketing

Advertising

$5B

$5B Web Experience

Analytics $5B

Yet conversion rates are PAINFULLY LOW. $10B

2%

EXISTING TOOLS FOCUS ON MAKING THE WEB EXPERIENCE

BETTER FOR EVERYONE."ANALYTICS A/B TESTING WEB DESIGN

BUT EVERYWHERE WE LOOK

THE WEB EXPERIENCE IS NOT RELEVANT!"

“I already registered for your webinar.”

Because the web experience is STATIC & IRRELEVANT.

“I was last on your site looking for snow gear for my ski trip, why are you showing me this?”

Because the web experience is STATIC & IRRELEVANT.

SOLUTION: MAKE THE EXPERIENCE MAXIMALLY

RELEVANT TO ME.

GARDENER’S SUPPLY COMPANY!!TARGET: Pinterest Visitor"RESULT: 6x conversion"

PUBLISHERS CLEARING HOUSE ""TARGET: Engaged user who completed 1 game"RESULT: 30% lift on games played!

ENDURANCE INTERNATIONAL GROUP: !"TARGET: Engaged visitor who is actively building site"RESULT: 24% lift in upsell to additional product"

GROUND LINK: !!TARGET: First time visitors stuck deep in funnel"RESULT: 27% purchase lift"

SITTERCITY!!TARGET: Repeat visitors who aren’t converting !RESULT: 250 more customers in a 1 month period!

WE ASKED 100 MARKETERS HOW IMPORTANT IS REAL-TIME MARKETING TO YOUR ORGANIZATION IN 2014?"

Source:  Evergage,  n  =  97  

HOW? WITH REAL-TIME

BEHAVIOR-BASED PERSONALIZATION

1. CAPTURE BEHAVIOR (visually out of the site)

  Per-Visitor, User, Account

  Clickstream, Context, Tags Time on page and in category Progress in funnel

  Attributes, Transactions

  Form Fields, Surveys

  History from other systems

2. UNDERSTAND PERSONA – INTENT

  Set up rules to segment

  Analyze differences amongst segments

3. RESPOND IN REAL-TIME

  Create targeted communications.

  Serve them in real-time into site.

RPI METHODOLOGY.

RELATIONSHIP: Visited, no buy PERSONA: Avid gardener INTENT: Purchase full bed today  

2. RESPOND 1.  UNDERSTAND PERSONA-INTENT 4 visits to Spring 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  

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 ›

1. Define your Personas 2. Define Possible Intents 3. Leverage GA, Hypotheses 4. Start Small with Low Hanging Fruit 5. Iterate

THE RPI METHOD.!

RPI FOR A

BRAND DRIVEN VISTOR.

Understanding Carol’s Site Behavior 4 visits to Site in 90 days via Facebook referrals 6 clicks on range of categories 4 minutes on site on average

BRAND DRIVEN VISITOR.

RELATIONSHIP: Familiar with brand PERSONA: Looking for ideas INTENT: May not buy online  

FACEBOOK STARTS THE EXPERIENCE…

DEEP VISIT, FACEBOOK REFERRAL.

■  Show Carol she can see what her friends liked using the Social Shop tool

BRAND DRIVEN WELCOME MESSAGE."

■  Show Carol messaging based on her preferred brand or PPC referral

FOURTH VISIT TO SITE.

■  Show what Carol looked at last time and liked with Social Shop but didn’t buy

Q&A

www.Evergage.com

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