Principles for Personalization

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The principles for delivering Engaged Web experiences.
This presentation is about web personalization. It’s about harnessing the benefits of personalization. For ambitious web marketers looking for the next leap in returns, this is a massive opportunity.

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  • We hear this from the market. Marketers want to target content to specific audiences.On any site it’s quite easy to identify the different audiences. Potential customers, press, job-seekers, competitors and so on.What if you could identify who is on your site and push specific content to them?Maybe a guy from Sweden has browsed a lot of your products – Why not help him with a contact form to the local sales office.Or maybe somebody googled your company name together with ”investor” – and should be helped with links to investor relations, or a list of the current investors if the google link takes them to the front page.In EPiServer CMS 6 R2 we will provide an easy an intutive way for site owners to manage the visitor groups that visits their site and set up rules and scores to help group incoming visitors. We’ll also help them target content to the groups and measure group usage.
  • Personalization projects die because they try to do too much too soon.Good starting points GeoReturning customersIndustry – targeting in B2BPick one or two of your low-haning fruit and make them work before moving on to the tricker stiffSpeed and iteration are the guiding principles
  • Pick one or two of your low-haning fruit and make them work before moving on to the tricker stiffSpeed and iteration are the guiding principles
  • Principles for Personalization

    1. 1. Principles for Personalisation<br />Maria Wasing, VP of Marketing Europe, EPiServer<br />
    2. 2. Web Personalisation <br />Real-world principles for delivering Engaged Web experiences<br />
    3. 3. Wikipedia<br />”Using technology to accommodate the differencesbetweenindividuals”<br />
    4. 4. This is not aboutbeingtracked and harassed. <br />This is aboutbeingserved<br />JIM STERNE ON ECONSULTANCY.COM<br />
    5. 5. Ads on Facebook targeted to age (44), gender (male) and location (Stockholm)?<br />Well, eye laser surgery, winter tires (to be used in Stockholm!) and health related ads must mean something…<br />
    6. 6.
    7. 7.
    8. 8. FromTwitter (user in USA)<br />”I looked at Episerver that you recommendedbut it was all aboute-commerce, I’mlooking for a CMS!”<br />
    9. 9.
    10. 10. Simple idea: instead of delivering the same webexperience to everyvisitor, why not giveeachvisitor the most relevant, targetedexperiencepossible?<br />
    11. 11. Sources of insight:<br />Theirprofile and preference<br />Their history with you<br />The waytheyfound you<br />Theirimmediatebehaviors<br />The context<br />The dynamicenvironment<br />
    12. 12. Segmentinginterestintogroupsbased on information gathered from activity and search data... canincreaseconversion rates by up to 500%.<br />ANDY BETTS ON ECONSULTANCY.COM<br />
    13. 13. Ads on Danish DSB (National railways) based on location and profile information increase conversions.<br />13<br />
    14. 14. <ul><li>A visitorcomingthrough a Google search for “Overlook Hotel conference” is presented with conference options.
    15. 15. …while a returning golf guest is greeted with golf content. </li></ul>Overlook Hotel – an EPiServer demo site<br />
    16. 16. The Challenge<br />
    17. 17. Lack of experience<br />Unclearownership<br />No clearmetrics<br />IT bottlenecks<br />Multiple systems<br />Limited data<br />…and it takes a Champion – like you!<br />
    18. 18. The Principles<br />
    19. 19. Start with cleargoals and metrics<br />Establishthese, writethemdown and get buy-in and involvement from everyone that matters<br />Things like:<br />Boost conversion rate by 40%<br />Return on investment (ROI) of 50% withinsixmonths<br />Increasemonthly new leadsupply by 30%<br />
    20. 20. Assemble the right team<br />Web personalisation should be owned by the overall website owner – often marketing – but you’ll also need the involvement of the people who own each important section of the site.<br />People like:<br />The web editors, Community owners, Product management, Sales, Customer service, Technical support, Human resources…<br />
    21. 21. Use as few software systems as possible<br />The Content management System is the logical place for driving personalisation (at least for us and for a growing number of web-heads) <br />Since:<br />It’swherecontentlives.<br />It’swhere the day-to-dayweb editors work.<br />It controlswhere your contentmeets your customers.<br />It’salreadydeliveringdynamic pages.<br />It integrateseasily with CRM and other data sources.<br />
    22. 22. Make the workflow simple<br />The whole idea behind personalisation is to be responsive to your market. So start simple, learn and refine over time.<br />Like this:<br />Thinkabout your segments<br />Identifyopportunities to personalize<br />Create a rule<br />Test it<br />Go live<br />Analyse the results, Tweak and repeat<br />
    23. 23.
    24. 24. Start Small<br />
    25. 25. Pick one or two of your low-hangingfruit<br />The guidingprinciples are speed and iteration. Don’teven try to get it perfect first time. Just learn and improveeveryday.<br />Howabout this for a start?<br />”First time visitorsshouldalways be treated like first time customers”<br />”Geographycan be a simple start to targeting.”<br />”What did they search for on Google before coming to our site”<br />
    26. 26. Start small<br />Personalisation projects die because they try to do too much too soon.<br />Good starting points <br />Geo<br />Returning customers<br />Industry – targeting in B2B<br />
    27. 27. Develop Personalisation Personas<br />Thinkabout the uniqueneeds of different users – existingcustomers, different demographics, prospects, partners, job-seekers, the press<br />and thinkabouthow you canuse your knowledgeaboutthem to serve them up targetedcontent.<br />
    28. 28.
    29. 29. Use what you know<br />You probably know more than you think:<br />
    30. 30. Map content to the purchase journey<br />People need different things at different stages of their purchase journey<br />The ‘Who We Are’ video may be perfect for early-stage tire-kickers.<br />The case studies might be just right to move people along.<br />The detailed white paper might be perfect for people about to make a decision.<br />The point is: a person’s stage in their relationship to you can be a fruitful way to personalize and serve content.<br />
    31. 31. Let’s Build!<br />
    32. 32. Goal<br />First time visitorsshall get a goodunderstanding of ouroffering, and fast!<br />Metrics: 25% of all first time visitorsshall look at the productintroduction video.<br />First time visitorshalleasilyfindreferenceclients<br />Metrics: 25% of all first time visitorsshall read about a referenceclientcase.<br />
    33. 33. Personas<br />
    34. 34. Marie<br />Communications manager<br />Looking for an alternative product to replace their old CMS<br />Quick overview of the product offering and reference cases<br />Again, simple product overview and reference cases<br />Long technical descriptions without mentioning the true business value<br />Look at our intro video, read at least one customer case<br />
    35. 35.
    36. 36.
    37. 37.
    38. 38. For “First time visitors” only!<br />
    39. 39. Next Step<br />
    40. 40. The tactics<br />Search<br />Look for intent indicators<br />Clickstreams<br />Onsite search<br />Basket or form abandonment<br />Social sharing<br />Reviews and ratings<br />E-mail clickthroughs<br />Personalize before you have a profile<br />Test everything....<br />
    41. 41. The Goal?<br />
    42. 42. UseSearch <br />If anything – the search term a visitor uses to find your site tells you a lot about their intent – use it to personalise <br />

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