The Secrets to Real-Time Web Personalization

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Unlock the Secrets of Real-Time Website Personalization. Improve engagement and conversions by delivering relevant personalized messages that improve customers' online experience.

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The Secrets to Real-Time Web Personalization

  1. 1. SECRETS TO REAL-TIME PERSONALIZATION
  2. 2. INTRO.! Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT. KARL WIRTH CEO/FOUNDER twitter.com/evergage linkedin.com/company/evergage  
  3. 3.   PROBLEM: LOW CONVERSION   ANSWER: MAKE THE WEB EXPERIENCE RELEVANT TO ME   HOW: REAL-TIME BEHAVIOR-BASED WEB PERSONALIZATION   RPI FRAMEWORK   EXAMPLES AGENDA.! "
  4. 4. PROBLEM.
  5. 5. Marketers spend $45 BILLION/YEAR trying to get to “YES” online. $30B Email marketing Advertising $5B $5B Web Experience Analytics $5B
  6. 6. Yet conversion rates are PAINFULLY LOW. $10B 2%
  7. 7. EXISTING TOOLS FOCUS ON MAKING THE WEB EXPERIENCE BETTER FOR EVERYONE." ANALYTICS A/B TESTINGWEB DESIGN
  8. 8. BUT EVERYWHERE WE LOOK THE WEB EXPERIENCE IS NOT RELEVANT!"
  9. 9. “I already registered for your webinar.” Because the web experience is STATIC & IRRELEVANT.
  10. 10. “I was last on your site looking for snow gear for my ski trip, why are you showing me this?” Because the web experience is STATIC & IRRELEVANT.
  11. 11. SOLUTION: MAKE THE EXPERIENCE MAXIMALLY RELEVANT TO ME.
  12. 12. GARDENER’S SUPPLY COMPANY! ! TARGET: Pinterest Visitor" RESULT: 6x conversion"
  13. 13. PUBLISHERS CLEARING HOUSE " " TARGET: Engaged user who completed 1 game" RESULT: 30% lift on games played!
  14. 14. ENDURANCE INTERNATIONAL GROUP: ! " TARGET: Engaged visitor who is actively building site" RESULT: 24% lift in upsell to additional product"
  15. 15. GROUND LINK: ! ! TARGET: First time visitors stuck deep in funnel" RESULT: 27% purchase lift"
  16. 16. SITTERCITY! ! TARGET: Repeat visitors who aren’t converting ! RESULT: 250 more customers in a 1 month period!
  17. 17. WE ASKED 100 MARKETERS HOW IMPORTANT IS REAL-TIME MARKETING TO YOUR ORGANIZATION IN 2014?" Source:  Evergage,  n  =  97  
  18. 18. HOW? WITH REAL-TIME BEHAVIOR-BASED PERSONALIZATION
  19. 19. 1. CAPTURE BEHAVIOR (visually out of the site)   Per-Visitor, User, Account   Clickstream, Context, Tags Time on page and in category Progress in funnel   Attributes, Transactions   Form Fields, Surveys   History from other systems
  20. 20. 2. UNDERSTAND PERSONA – INTENT   Set up rules to segment   Analyze differences amongst segments
  21. 21. 3. RESPOND IN REAL-TIME   Create targeted communications.   Serve them in real-time into site.
  22. 22. RPI METHODOLOGY.
  23. 23. RELATIONSHIP: Visited, no buy PERSONA: Avid gardener INTENT: Purchase full bed today   2. RESPOND1.  UNDERSTAND PERSONA-INTENT 4 visits to Spring topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site
  24. 24. RELATIONSHIP: Visit occasionally PERSONA: Personal investor INTENT: Read 1 article then leave   2. RESPOND1.  UNDERSTAND PERSONA-INTENT Comes in deep-linked to article Spends 5 minutes reading, leaves   Take a tour of MarketWatch. See what else we can offer. Start ›
  25. 25. 1. Define your Personas 2. Define Possible Intents 3. Leverage GA, Hypotheses 4. Start Small with Low Hanging Fruit 5. Iterate THE RPI METHOD.!
  26. 26. RPI FOR A BRAND DRIVEN VISTOR.
  27. 27. Understanding Carol’s Site Behavior 4 visits to Site in 90 days via Facebook referrals 6 clicks on range of categories 4 minutes on site on average BRAND DRIVEN VISITOR. RELATIONSHIP: Familiar with brand PERSONA: Looking for ideas INTENT: May not buy online  
  28. 28. FACEBOOK STARTS THE EXPERIENCE…
  29. 29. DEEP VISIT, FACEBOOK REFERRAL. ■  Show Carol she can see what her friends liked using the Social Shop tool
  30. 30. BRAND DRIVEN WELCOME MESSAGE." ■  Show Carol messaging based on her preferred brand or PPC referral
  31. 31. FOURTH VISIT TO SITE. ■  Show what Carol looked at last time and liked with Social Shop but didn’t buy
  32. 32. Q&A www.Evergage.com Free Real-Time Personalization Resources: www.evergage.com/resources See a Demo of Evergage www.Evergage.com/Request-a-demo twitter.com/evergage linkedin.com/company/evergage  

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