Slides from my talk at Umbraco Codegarden 2016 regarding the best way to plan a website project that includes personalisation. Topics include what personalisation actually is, the pitfalls, how to measure success and how to implement an ongoing strategy that will ensure conversations can be increased evermore. The slides really need the audio from the talk which should be available shortly.

1. Personalisation -
Small Steps for
Bigs Gains
Janusz Stabik

2. Place your screenshot here
Mayfly Media
× Umbraco Gold Partner
× Personalisation Strategy

3. “Personalisation will
increase sales by 400%
(Disclaimer - this probably won’t happen)

4. Todays talk
× Why do we need personalisation?
× What is it really?
× Planning
× Measurement
× Implementation
× Ongoing strategy

5. WHY DO WE NEED
IT?

6. Websites have many personas
Members Donors
Service
User
Events
Charities

7. WHAT IS
PERSONALISATION?

8. Explicit Vs Implicit
Explicit Implicit
Personalisation
● Expected
● User Preferences
● Logged-In
● Behavioural

9. “Wikipedia: tailoring a service or a
product to accommodate specific
individuals, sometimes tied to groups or
segments of individuals.

10. Place your screenshot here
Hello Jon….

12. “
Is this personalisation?

13. Yes but….
× What have we achieved?
× Do I want to increase hosting sales?
× Is the user really interested in hosting?
× Has it been a success?
× Have we decreased something else?
× Shall we continue with it?
× Shall we try something else?
× erm……..

14. “This is where 90% of
personalisation efforts fall
down -
Lack of planning / strategy

15. Complexity
× Component based design
× 4 x ‘personalisable’ components
× 2 x rules per component
× Default
× Personalised
× 16 experiences!!!
And that’s just for 1 page!

16. Personalisation can have the opposite effect
× Create ‘Filter Bubbles’
× Decrease conversions / engagement
× Increase management complexity

17. Personalisation Is:

18. “Desire of the site designers in driving
specific actions to achieve objectives (e.g.
Increase sales conversion on a page).

19. LET US PLAN

20. Defined objective

21. Goals
Goals
Newsletter
Signup
Live ChatEnquire
Blog
Comment
Purchase
Login

22. Define the company (board's) objectives
STRATEGIC THEMES “The largest distributer of widgets throughout the globe”
STRATEGIC OBJECTIVES “Increase widget sales by 10%”
MARKETING OBJECTIVES
“Increase website sales by 20%”
DIGITAL GOALS “Buy Widget online”

23. Map objectives visually
STRATEGIC OBJECTIVES
MARKETING OBJECTIVES
DIGITAL GOALS
STRATEGIC THEMES

24. Measurement
× Benchmark!!!
× Measure at least 3 months of goals
× Google Analytics, Adobe Analytics, Email reports
× Whatever works!

25. Record measurement against objectives
Strategic
Objective
Goal
Measurement
Period
Conversions
Increase revenue by 10% Buy Widget Q1 10,000
Increase revenue by 10% Buy Widget Q2 6,000
Increase revenue by 10% Buy Widget Q3 8,000

26. Define objectives at the start of the project process
Requirements
Content
Development
QA
Release
Objectives Specifications
Design
UX

27. The right user

28. Understand the user & their goals
× Persona
× Behaviour
× Needs
× Things to avoid
× Device
× Goal Oriented Design

29. Goal Oriented Personas
Members Donors
Service
User
Events

30. Ensure company goals and user goals are aligned
Goals
Company
Goals
User
Goals

31. The right message at the right time

32. Define the Decision Journey
Discover Search Compare Decide Convert

33. Create A Task Model

34. Content Relevancy Map

35. Content Relevancy Map

36. Content Relevancy Map

37. Content Relevancy Map

38. Personalisation Slots
× Wireframe / prototypes can begin
× Personalisation spots defined

39. PERSONALISATION

40. Experience Management Workshop
Measure
× GA Goal
× Querystring
× Events
× Behaviour
× Content Profiles
Nurture
× Personalisation
× A/B Testing
× Automated Email
× Automated SMS
× Push Notification

41. Type of content is important
Symmetric
Messaging
× Match CPC
messaging
× Banner Ad’s
× CTA’s
Behavioural Re-
targeting
× Surface content of
interest
× Promotions
× Search results
× Emails
Contextual
Empathy
× Adjust tone / copy
based on context
× Device
× Time of day

43. Recap
× Right Message, Right Time, Right User & Objective
× Content Relevancy Map
× Measurement
× Personalisations & Slots

44. TOOLS

45. Tools - How they work

46. Tools - How they work
× Create a rule
× Based on conditions
× Create a content variant
× If user matches a condition
× They see the variant

47. Different types of criteria to personalise on
Explicit Implicit
Browser Headers Personas
Clickstream Content Profiles
Device
CRM

48. Personalisation Groups - Andy Butland
× Umbraco Package
× Explicit Data
× Extensible
× Content Variants based on
conditions
× Beta

49. Optimizely & Marketo
× Javascript Plugins
× Explicit Data
× Great Reporting
× Monthly Subscription
× Marketo:
× Enhanced Profiling
× Automated Personalisation

50. Spin Doctor
× Umbraco Package
× Implicit / Profile Data
× Extensible
× Support / documentation
× Needs improvement
× Lots of potential!

51. LAUNCH

52. Launch without personalisation in place and measure
Goals UX
Personas
/
Goals
Measure
Content
Relevancy
Delivery
Launch
Personalise
Measure
(3 Months)

53. Now we can personalise!
Analyse
Measures
Choose
Goal
Analyse
Relevancy
Choose
Slot
Design
Assets /
Content /
CTA
Implement
Personalisati
on
Wait...
Define
RulesMeasure
“Small, simple iterative cycles”

54. Ongoing measurement
Strategic Objective /
Goal
Variant Benchmark Result Variance
Increase revenue by
10%:
Buy Widget 50/Month 60/Month + 10
Increase revenue by
10%:
Buy Widget
50/Month 40/Month - 10

55. 1-20%
Increase

56. In Summary
× Objective: Right Message, Right Time, Right User
× Users & Goals
× Organisation Objectives and Goals
× Measurement
× Content Relevancy Map
× Define Personalisations
× Integrate
× Simple Implementation & Iteration

57. THANKS!
janusz@mayflymedia.co.uk
@mayflymedia / @januszstabik