Real-Time Web Personalization Secrets - Conversion Conference

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Evergage presented and exhibited at Conversion Conference Boston 2013, September 30 – October 2 at the Seaport World Trade Center. Evergage helps organizations improve their customer success and conversion rates by delivering personalized calls-to-action throughout the user experience.

Karl Wirth, Evergage founder and CEO, presented “Behavior-based Personalization Secrets” on Tuesday, October 1 at 1:30 – 2:15 p.m. His presentation will educate attendees on using real-time personalization to increase website conversions across the customer lifecycle. He will share real case studies comparing web experiences with and without personalization, detailing the impact on conversion rates and lessons learned.

Read more here: http://www.evergage.com/press/evergage-present-secrets-behavior-based-web-personalization-conversion-conference-boston-2013

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  • http://www.istockphoto.com/stock-photo-1911631-pain-of-parting.php?st=8d5d9fbThey are breaking up, she is walking away…Yes, it is strange that they are breaking up in the middle of a two lane highway … but still… In a few minutes she will be gone. But notice her behavior. She is looking back. There is a chance. An opening. If he doesn’t want to lose her, he better run after her. He better respond to her in real-time. The moment, you own it, you better never let it go / You only get one shot, do not miss your chance to blow / This opportunity comes once in a lifetime, yo.
  • http://www.istockphoto.com/stock-photo-1911631-pain-of-parting.php?st=8d5d9fbWe know, that in human relationships, real-time response to people’s behavior mattersThe same is true on the web.
  • http://www.istockphoto.com/stock-photo-1911631-pain-of-parting.php?st=8d5d9fbWhat are we trying to do to increase that conversion rateWe spend a lot in email marketing….but this guy doesn’t even know her nameWe do a lot of website redesigns
  • http://www.istockphoto.com/stock-photo-1911631-pain-of-parting.php?st=8d5d9fbWhat are we trying to do to increase that conversion rateWe spend a lot in email marketing….but this guy doesn’t even know her nameWe do a lot of website redesigns
  • http://www.istockphoto.com/stock-photo-1911631-pain-of-parting.php?st=8d5d9fbWe do a lot of A/B testingThat is all good. I particularly like this outfit. But why is he still just standing there. Did his barefeet get stuck to the pavement.If he wants to stay in relationship with her, he should respond to her. Wave, call out, run after her. Take her in his arms….
  • That is what my talk is about. How Real-time behavior based personalization is the next frontier in CRO. Too often our websites are too static and therefore less relevant to our customers.We can and should make it so our websites respond in real-time to our customers’ behavior. Doing this can have a significant impact on conversion rates.
  • Let’s look together at 5 pictures that show us how our real-time response to behavior matters.
  • People want relevance now. Every single edge we can give that makes that page more relevant, more tailored based on who they are and what they have done, the more we can make every page behave like a landing page…the higher the engagement.
  • http://i.istockimg.com/file_thumbview_approve/17652315/2/stock-photo-17652315-businesspeople-on-a-lunch-break.jpgDo you ever walk up and down the meat aisle for 20 minutes trying to find some obscure cut of meat. Thinking there has to be a better way. Its frustrating enough to make a person go vegetarian. But then, out of nowhere, responding to your muttering and cursing, and random helpless movements, a butcher comes to save the day. Look at how happy she looks. An email would not have cut it. He didn’t have her name. His real-time response to her behavior mattered
  • People are on our website right now. They don’t want to wait for chat agent in shining overalls to come and rescue them…they want the site itself to guide them based on who they are and what they have done to the right cut of meat.
  • http://www.istockphoto.com/stock-photo-23823978-serious-young-boy-ready-to-leave-for-school.php?st=0c3cfddTough day at school. Nobody understands or cares. The headphones go on. He turns away. Of course, little sister gets all the attention. Whatever. What if his Dad noticed and came over right now and suggested a game of catch. His real-time response to his son’s behavior would matter … a lot.
  • We have to respond in real-time to the sum of people’s historical behavior + their current in-session behavior. Historical behavior without insight into the current session is like your site having alzheimer’s. Memory of the past without knowledge of the present.Just responding to in-session behavior without knowledge of my past is like your site having severe ADD. Oh cool, look at that shiny object. “In retail, fully 50% of revenues are generated by purchases made over more than one day of interactions.”MarketLiveLast, I’m going to show you two pictures… They are very similar… both are of a man and a woman faces a few inches a part. They show us how quickly we need to respond different kinds of behavior in real-time.
  • http://www.istockphoto.com/stock-photo-11385751-lovers-getting-ready-for-a-kiss.php?st=b0d3831
  • http://www.istockphoto.com/stock-photo-17134928-slap.php?st=fe23601
  • http://www.istockphoto.com/stock-photo-17134928-slap.php?st=fe23601
  • http://www.istockphoto.com/stock-photo-11385751-lovers-getting-ready-for-a-kiss.php?st=b0d3831In the end, conversion is a real-time event that depends very much on real-time response to behavior...
  • People want relevance now. Every single edge we can give that makes that page more relevant, more tailored based on who they are and what they have done, the more we can make every page behave like a landing page…the higher the engagement.
  • Real-Time Web Personalization Secrets - Conversion Conference

    1. 1. G U @kaixerart fb.com/kaixerstudio
    2. 2. G U @kaixerart fb.com/kaixerstudio YOUR WEBSITE YOUR CUSTOMER
    3. 3. #convcon @evergage Marketers spend $45 BILLION/YEAR trying to get to “YES” online.
    4. 4. #convcon @evergage Yet conversion rates are PAINFULLY LOW. $10B 2%
    5. 5. G U @kaixerart fb.com/kaixerstudio YOUR WEBSITE YOUR CUSTOMER
    6. 6. G U @kaixerart fb.com/kaixerstudio YOUR WEBSITE YOUR CUSTOMER
    7. 7. G U @kaixerart fb.com/kaixerstudio YOUR WEBSITE YOUR CUSTOMER
    8. 8. www.evergage.com kwirth@evergage.cm REAL-TIME BEHAVIOR-BASED PERSONALIZATION SECRETS.
    9. 9. #convcon @evergage SECRET #1 OUR REAL-TIME RESPONSE TO PEOPLE’S BEHAVOR MATTERS … OFFLINEAND ONLINE
    10. 10. G U @kaixerart fb.com/kaixerstudio “Users leave Web pages in 10-20 seconds … a clear value prop can hold attention much longer” - Neilson Norman Group RESPOND OR I’M GONE
    11. 11. #convcon @evergage
    12. 12. #convcon @evergage HELPMEAND I’LLBUY
    13. 13. #convcon @evergage
    14. 14. #convcon @evergage FACTOR IN MY PASTAND RESPOND TO MY PRESENT
    15. 15. #convcon @evergage
    16. 16. #convcon @evergage
    17. 17. #convcon @evergage THIS IS FOR GIVING ME IRRELEVANT CONTENT (and for displaying a popup again after I dismissed it)
    18. 18. #convcon @evergage THANKS FOR YOUR REAL- TIME RESPONSE
    19. 19. #convcon @evergage SECRET #2 YOUR WEBSITE CAN BE YOUR BEST SALESPERSON
    20. 20. #convcon @evergage GIVEAWARMAND RELEVANT WELCOME
    21. 21. Very low conversion from Pinterest channel
    22. 22. 3x increase in revenue from the Pinterest channel. RELEVANT WELCOMEB
    23. 23. Who else?
    24. 24. Carting rate has increased 162% since launching this modal. RELEVANT WELCOME
    25. 25. #convcon @evergage HELP PEOPLE TAKEANOTHER LOOK
    26. 26. Wanted to increase time on site. B
    27. 27. 10x increase in time on the site over the control group BOUNCE PREVENTIONB
    28. 28. People leave without anyone talking to them
    29. 29. 2x increase over the control group ultimate capture of email BOUNCE PREVENTION
    30. 30. #convcon @evergage BUILD TRUST OVER TIME
    31. 31. … increased leads generated by 7%. GENERATE INTEREST
    32. 32. #convcon @evergage STRIKE WHILE THE IRON IS HOT!
    33. 33. Static CTA Wasted Real-Estate
    34. 34. 333% increase in conversions to demo request compared to not switching out the CTA PROGRESSIVE CALLTOACTIONS
    35. 35. EIG pitches upsell offers to existing hosting users in email ... Low response rate.
    36. 36. 3% of people shown this message signed up as leads for the upsell. “This is a game-changer for the hosting business” - EIG IN-CONTEXTUPSELL
    37. 37. #convcon @evergage SECRET #4 TIPS, TRICKS, LESSONS LEARNED
    38. 38. #convcon @evergage 1. RESPOND TO YOUR WEB ANALYTICS
    39. 39. #convcon @evergage 1. RESPOND TO YOUR WEB ANALYTICS First time Visitors vs Repeat Visitors Referring Source, Geo Visit and Page Visit Time High Bounce pages
    40. 40. #convcon @evergage
    41. 41. #convcon @evergage 2. START SMALLAND ITERATE
    42. 42. #convcon @evergage Welcome back. Enter your email to get the latest and greatest on conversion:
    43. 43. #convcon @evergage Last chance to sign-up before rates increase!
    44. 44. #convcon @evergage Here is what you’ll be missing:
    45. 45. #convcon @evergage Right in your backyard. No flight. No hotel. Just conversion goodness. Sign up today!Sign up Today
    46. 46. #convcon @evergage 3. TREAT EACH CLICK ASACONVERSION …AS THE NEXT STEP INACONVERSATION
    47. 47. #convcon @evergage 1.Respond toactions onyour existingsite
    48. 48. #convcon @evergage 1.Respond toactions onyour existingsite “I’ve never seen a conference attended by such intelligent and powerful people. Your best leads are here.” - Karl Wirth, Evergage, Sponsor 2013
    49. 49. #convcon @evergage Like this Topic Great Topic Like this Topic 2.Build“eachclickisa conversion”functionality rightintoyoursite
    50. 50. #convcon @evergage 4. SETAGOAL
    51. 51. #convcon @evergage CLICK REVENUE $$$ LEAD
    52. 52. #convcon @evergage 5. MEASURE AGAINSTACONTROL
    53. 53. #convcon @evergage MESSAGE: UPSELL SHOW IF: VISITED RELATEDAREATWICE GOAL: PURCHASE GROUP VISITORS GOALS ACHIEVED RATIO LIFT MESSAGE 1450 200 14% 42% CONTROL 1449 140 9%
    54. 54. #convcon @evergage 6. TAKEALOOKAT EVERGAGE
    55. 55. Evergage enables marketers to understand and respond to what each visitor, user, or account is doing—in real time…without IT.
    56. 56. 50M Daily users 60+ Clients 3 year history L Boston, San Francisco and India
    57. 57. #convcon @evergage BEFORE YOU GO! VISIT EVERGAGE AT BOOTH P8 WE WILLDOAREAL-TIMEASSESSMENT AND YOU CAN GETA$20 GIFT CARD FOR WATCHINGALIVE DEMO
    58. 58. G U @kaixerart fb.com/kaixerstudio RESPOND IN REAL-TIME TO PEOPLE’S BEHAVIOR

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