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

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

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