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Personaliza+on	
  How-­‐To:	
  Driving	
  Conversion	
  with	
  
Acquia	
  Li=	
  
2
Today’s webcast!
•  Why personalize?
•  What is Acquia Lift?
– Capabilities
– Differentiators
•  Best practice strategie...
3
Why Personalize?!
•  Relevance at scale
•  Real-time contextual experiences
across devices
•  Deliver consistent experie...
4
What is Acquia Lift?!
Acquia Lift enables marketing teams to
increase revenue through delivering
personalized digital ex...
5
Acquia Lift Capabilities!
Testing
•  A/B and
multivariate tests
•  Directly in Drupal
•  Create and track
conversion goa...
6
Acquia Lift is Different!
Embedded
Acquia Lift content
variations live right
in your workflow,
not in an external
reposit...
7
Personalization How-To: Driving
Conversion with Acquia Lift!
By: Kate Fogarty Senior Manager
of Digital Marketing
@katef...
8
About me – Katelyn Fogarty!
•  Background in Design &
Development
•  Worked with Drupal for the
past 6 years
•  Started ...
9
My goals for you!
•  Understand my strategy for testing
•  Where to start testing
•  How to use lift
•  Review test we’v...
10
Goals/Strategy!
•  Know your site goals (macro and micro)
–  Generate leads (macro)
–  Increase CTR on homepage (micro)...
11
What to test?!
BuGon	
  Text	
  
12
What to test?!
Content	
  on	
  your	
  page	
  
13
What to test?!
Page	
  Layout	
  
Image:http://www.ometrics.com/resources/#sthash.sUhR8Joc.dpbs
14
What to test?!
More Content	
  
15
What to test?!
Test form submit	
  
16
What to test?!
Button Color	
  
17
What to test?!
Menu Items	
  
18
What to test?!
HTML	
  
19
What to test?!
Drupal Views vs. Blocks	
  
20
Why Lift?!
•  Build tests as I build content
•  Knows my users (personalization)
•  http vs https (doesn’t apply to all...
21
The how to…!
@katefogarty
22
Create your campaign!
23
Create your test variations!
24
Define your goal!
•  Pre defined goals
•  Submits any form
•  Logs in
•  Registers
•  Custom goals
•  Anything you want!
25
Preview!
26
Push Start!
27
Tests we’ve done/doing!
•  Button copy (get started & demo)
•  Assets on homepage
•  Menu items
•  New homepage banners...
28
Button Test!
Control Option Option A Option B
29
Asset testing!
33%	
  increased	
  CTR	
  	
  
30
Asset results!
Clicks Total Increase
Jan	
  total 257	
  
Feb	
  total 342 33%
Mar	
  total 274 -­‐20%
Apr	
  total 295...
31
Menu Option Test!
32
Banner Test!
33
What you now know…!
•  Things you should be testing
•  How to use Lift
•  What I’ve been testing
•  Results I’ve seen
@...
34
Thank you!!
@katefogarty
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Personalization How-To: Driving Conversions with Acquia Lift

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Transcript of "Personalization How-To: Driving Conversions with Acquia Lift"

  1. 1. 1 Personaliza+on  How-­‐To:  Driving  Conversion  with   Acquia  Li=  
  2. 2. 2 Today’s webcast! •  Why personalize? •  What is Acquia Lift? – Capabilities – Differentiators •  Best practice strategies on personalization •  Driving conversion results with Lift on Acquia.com
  3. 3. 3 Why Personalize?! •  Relevance at scale •  Real-time contextual experiences across devices •  Deliver consistent experiences for the same site visitor
  4. 4. 4 What is Acquia Lift?! Acquia Lift enables marketing teams to increase revenue through delivering personalized digital experiences.
  5. 5. 5 Acquia Lift Capabilities! Testing •  A/B and multivariate tests •  Directly in Drupal •  Create and track conversion goals •  Gain real-time insight into performance Targeting •  Automated targeting •  Explicit rules-based targeting •  E.g., geo-location, device, census data, or even current weather Reporting •  “At-a-glance” and detailed reports for marketers •  Understand content relevance by persona and context •  Gain intelligence and insight to drive revenue faster
  6. 6. 6 Acquia Lift is Different! Embedded Acquia Lift content variations live right in your workflow, not in an external repository Adaptive The Acquia Lift algorithm learns over time and improves results, not just for one test but for your whole site Automated Scale the 1:1 conversation with continuously optimized experiences tailored to individuals
  7. 7. 7 Personalization How-To: Driving Conversion with Acquia Lift! By: Kate Fogarty Senior Manager of Digital Marketing @katefogarty
  8. 8. 8 About me – Katelyn Fogarty! •  Background in Design & Development •  Worked with Drupal for the past 6 years •  Started with Drupal 5 •  Both used and managed Drupal as a marketer •  Build over a dozen large scale and multilingual Drupal sites. •  @katefogarty Senior  Manager  of  Digital  Marke+ng  at  Acquia  (manage  acquia.com)   @katefogarty
  9. 9. 9 My goals for you! •  Understand my strategy for testing •  Where to start testing •  How to use lift •  Review test we’ve done •  See Results! @katefogarty
  10. 10. 10 Goals/Strategy! •  Know your site goals (macro and micro) –  Generate leads (macro) –  Increase CTR on homepage (micro) •  How do you increase lead generation? –  Many ways, –  1 of which is optimizing your site by testing content variations •  Choose an item to test –  What is your hypothesis for each test? Example: •  I think we can generate more demo leads by changing the name of the button option to Live Demo. @katefogarty
  11. 11. 11 What to test?! BuGon  Text  
  12. 12. 12 What to test?! Content  on  your  page  
  13. 13. 13 What to test?! Page  Layout   Image:http://www.ometrics.com/resources/#sthash.sUhR8Joc.dpbs
  14. 14. 14 What to test?! More Content  
  15. 15. 15 What to test?! Test form submit  
  16. 16. 16 What to test?! Button Color  
  17. 17. 17 What to test?! Menu Items  
  18. 18. 18 What to test?! HTML  
  19. 19. 19 What to test?! Drupal Views vs. Blocks  
  20. 20. 20 Why Lift?! •  Build tests as I build content •  Knows my users (personalization) •  http vs https (doesn’t apply to all) •  Custom features can be tested •  Fully responsive (if your site is) •  Mobile friendly
  21. 21. 21 The how to…! @katefogarty
  22. 22. 22 Create your campaign!
  23. 23. 23 Create your test variations!
  24. 24. 24 Define your goal! •  Pre defined goals •  Submits any form •  Logs in •  Registers •  Custom goals •  Anything you want!
  25. 25. 25 Preview!
  26. 26. 26 Push Start!
  27. 27. 27 Tests we’ve done/doing! •  Button copy (get started & demo) •  Assets on homepage •  Menu items •  New homepage banners @katefogarty
  28. 28. 28 Button Test! Control Option Option A Option B
  29. 29. 29 Asset testing! 33%  increased  CTR    
  30. 30. 30 Asset results! Clicks Total Increase Jan  total 257   Feb  total 342 33% Mar  total 274 -­‐20% Apr  total 295 8% Test Version 1 – Jan 31 – Mar 4th Test Version 2 – March 27th – Present Net  new  Leads Total Increase Jan  total 72   Feb  total 89 24% Mar  total 81 -­‐9% Apr  total 90 11%
  31. 31. 31 Menu Option Test!
  32. 32. 32 Banner Test!
  33. 33. 33 What you now know…! •  Things you should be testing •  How to use Lift •  What I’ve been testing •  Results I’ve seen @katefogarty
  34. 34. 34 Thank you!! @katefogarty
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