Best Practices in Website Management, Part 2: How to Make Your Site Personal & Profitable

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  • (1) education level, (2) economic level, (3) perceived creditability and believability, (4) trustworthiness, (5) level of sophistication, (6) sexual identification, (7) level of success, (8) political background, (9) religious background, (10) ethnic background, (11) social and professional desirability.
  • (1) education level, (2) economic level, (3) perceived creditability and believability, (4) trustworthiness, (5) level of sophistication, (6) sexual identification, (7) level of success, (8) political background, (9) religious background, (10) ethnic background, (11) social and professional desirability.
  • Set goals so you know what your measuring as success for the outcome.
  • Best Practices in Website Management, Part 2: How to Make Your Site Personal & Profitable

    1. 1. Best Practices in Website Management, P a rt 2 : Ho w t o Ma ke Yo u r S it e P e rso n a l & P ro f it a b le 1
    2. 2. Introductions Tom Wentworth, Chief Marketing Officer @twentworth12 2 Kate Fogarty, Sr. Manager Digital Marketing @katefogarty
    3. 3. Special guest Karl Wirth Chief Executive Officer/Founder, Evergage @wirthkarl 3
    4. 4. What You’ll Learn • Why personalization matters • How to start personalizing your website • What Acquia is doing today with personalization 4
    5. 5. In Person, You Have SEVEN SECONDS to Make a Great FIRST IMPRESSION 5 Source: NYU Graduate School of Business
    6. 6. But on the web you have 2/10ths of a SECOND 6 Source: Missouri University of Science and Technology
    7. 7. Match Intent to Purpose 7 Source: Occam's Razor
    8. 8. And That’s Called Personalization 8
    9. 9. Personalization Happens in the Real World • • • • 9 Gender Age Style Brands
    10. 10. 10
    11. 11. 11
    12. 12. One Million Dollars 12
    13. 13. CONTE XT Right content Right place Right time 13
    14. 14. Despite the successes, almost everyone sucks at this. 14
    15. 15. CONTEXT IN example: flights to London ACTION 15
    16. 16. 16
    17. 17. HERE, TOO! AND HERE! 17 PRE-SELECTED DESTINATION
    18. 18. RELEVANT IMAGE 18
    19. 19. PRE-SELECTED BOSTON ORIGIN 19
    20. 20. CONTEXT IN example: flights to London ACTION 20
    21. 21. 21
    22. 22. WHERE’S BOSTON? WHERE’S LONDON? 22
    23. 23. IRRELEVANT PROMOTION ANOTHER ONE! 23
    24. 24. …But Personalization Must Account for Context WHAT?!?!?! 24
    25. 25. CONTE XT Right content Right place Right time 25
    26. 26. context = experience engagement Context depends on: -Geography -behavior -Intent -Device -Time of day 26
    27. 27. Personalization is Critical to Customer Experience 27
    28. 28. What Do Visitors Look at First? • Logo • Main Navigation • Hero Image • Search • Content 28 Source: Missouri University of Science and Technology
    29. 29. Now what should I do? 29
    30. 30. IF YOUR WEBSITE WAS A SALESPERSON, HOW WOULD IT BEHAVE? 30
    31. 31. GIVE A WARM AND RELEVANT WELCOME 31
    32. 32. Very low conversion from Pinterest channel 32
    33. 33. B RELEVANT WELCOME 3x increase in revenue from the Pinterest channel. 33
    34. 34. Who else? 34
    35. 35. RELEVANT WELCOME Carting rate has increased 162% since launching this modal. 35
    36. 36. HELP PEOPLE TAKE ANOTHER LOOK 36
    37. 37. B Wanted to increase time on site. 37
    38. 38. B BOUNCE PREVENTION 10x increase in time on the site over the control group 38
    39. 39. People leave without anyone talking to them 39
    40. 40. BOUNCE PREVENTION 2x increase over the control group ultimate capture of email 40
    41. 41. BUILD TRUST OVER TIME 41
    42. 42. 42
    43. 43. GENERATE INTEREST 43
    44. 44. CLOSE THE DEAL! 44
    45. 45. Static CTA Wasted Real-Estate 45
    46. 46. PROGRESSIVE CALL TO ACTIONS 333% increase in conversions to demo request compared to not switching out the CTA 46
    47. 47. HOW CAN YOUR SITE BEHAVE LIKE A CONSULTATIVE SALESPERSON? 47
    48. 48. How Acquia Personalizes/Targets • Progressive profiling on forms • Evergage for personalized messaging 48
    49. 49. Progressive Profiling • Recognize your users • Help them get what they want 49
    50. 50. Targeting and how to start • Set goals • Example: Drive additional webinar leads 50
    51. 51. Make your plan What can I do to better engage users? 51
    52. 52. Execute 52
    53. 53. Measure/track success • The week this ran Impressions Clicks Conversions 1300 86 9 10% Conversion rate 53
    54. 54. Adjust • How do I make this better? • Will changing copy help? • What do I target next? 54
    55. 55. Live Demo 55
    56. 56. Summary • Why personalization is important • How others are doing it today • How Acquia is doing it today 56
    57. 57. Thanks! Questions/Comments? 57

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