Your SlideShare is downloading. ×
Contents
Why Optimise?
CRO Foundation
Personalisation with Sitecore
Testing
The Future
Follow up?
• 3 free CRO site audits
• Sitecore online demo

Details at the end.
Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-
Source: IBM - http://www-
 Why Optimise?

CRO Foundation:
User personas
Buying phases
Value proposition
Calls to action
Copy
Personalisation with S...
Personas Summary
• Focus on main user groups
and types of behaviour
• Start with quickest/biggest
wins

• Concentrate on g...
Buying Phases
Persona Buying Matrix
Awareness

Consideratio Purchase/
n
Conversion

Repurchase

Persona 1

Who is this
company?
What do ...
 Why Optimise?

CRO Foundation:
 User personas
 Buying phases
Value proposition
Calls to action
Copy
Personalisation wi...
Value Proposition
A promise of value to be delivered
• How you solve a customers
problem or improve their
situation

• What are the benefits?
• Why should they buy from
you? (...
It’s for real people so stop
with all that jargon
Revenue-focused marketing
automation & sales effectiveness
solutions unl...
• Headline. What is the end-benefit in 1 short
sentence. Include the product and/or the
customer. Attention grabber.
• Sub...
Calls to Action
• Explain what the result is
• Size, colour & position
• Simplify

• Create urgency
Talk to your customers
We’re the best?
About them not you…
 Why Optimise?

CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
Personalisat...
Personalisation –
Behaviour
Visit Data Being Tracked &
Analysed
My Profile Being Updated
Based on Behaviour
Site Reacting Based on
Behavioural Profile
Personalisation – Rules
Based
Picked Up Campaign and
Extracted Search Terms
Product Enquiry
Moving Through Buying
Phases
Click To Redeem on FB
Updated Content on Home
Page
Further Updates Taking My
Info
 Why Optimise?

CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
 Personalis...
 Why Optimise?

CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
 Personalis...
The Future is…Contextual
Personalisation

“The circumstances that
form the settings for a
user, in terms of which it
can b...
Delivering content that is
relevant to the user at the
current time – data is at the
centre of this
–Recorded/provided
–Be...
Location & Weather Data
Location & Event Data
Interested in a free site
audit or Sitecore online
demo?

Email: hello@lab.co.uk
tom@lab.co.uk

@TomHeadLab
www.lab.co.uk
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Making It Personal: 10 Things To Do To Drive Better Results On Your Website
Upcoming SlideShare
Loading in...5
×

Making It Personal: 10 Things To Do To Drive Better Results On Your Website

326

Published on

Hints and tips to drive conversions on your website - how brands can use an array of techniques and strategies to get closer to your customers and prospects, such as using personas, value proposition development and improving calls to action.

Lab director, Tom Head, recently delivered these slides in conjunction with Marketing Week and Sitecore.

You can listen to the webinar here:
http://knowledgebank.marketingweek.co.uk/upcoming-webinars/

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
326
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Making It Personal: 10 Things To Do To Drive Better Results On Your Website"

  1. 1. Contents Why Optimise? CRO Foundation Personalisation with Sitecore Testing The Future
  2. 2. Follow up? • 3 free CRO site audits • Sitecore online demo Details at the end.
  3. 3. Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-
  4. 4. Source: IBM - http://www-
  5. 5.  Why Optimise? CRO Foundation: User personas Buying phases Value proposition Calls to action Copy Personalisation with Sitecore Testing The Future
  6. 6. Personas Summary • Focus on main user groups and types of behaviour • Start with quickest/biggest wins • Concentrate on goals
  7. 7. Buying Phases
  8. 8. Persona Buying Matrix Awareness Consideratio Purchase/ n Conversion Repurchase Persona 1 Who is this company? What do they offer? Who else is using them? (Social proof) How secure is Can I easily this? order again? Persona 2 Is this for me? Does this fit my objectives? How quickly can I get it? What happens Am I getting if I don’t like added the value? product/serv ice? Persona 3 Does this solve my problem? How much How much does it cost? time will this take? What’s new?
  9. 9.  Why Optimise? CRO Foundation:  User personas  Buying phases Value proposition Calls to action Copy Personalisation with Sitecore Testing The Future
  10. 10. Value Proposition A promise of value to be delivered
  11. 11. • How you solve a customers problem or improve their situation • What are the benefits? • Why should they buy from you? (USP)
  12. 12. It’s for real people so stop with all that jargon Revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the business life cycle ???
  13. 13. • Headline. What is the end-benefit in 1 short sentence. Include the product and/or the customer. Attention grabber. • Sub-headline or a 2-3 sentence paragraph. A specific explanation of what you do/offer, for whom and why is it useful. • 3 bullet points. List the key benefits or features. • Visual. Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main
  14. 14. Calls to Action • Explain what the result is • Size, colour & position • Simplify • Create urgency
  15. 15. Talk to your customers
  16. 16. We’re the best?
  17. 17. About them not you…
  18. 18.  Why Optimise? CRO Foundation:  User personas  Buying phases  Value proposition  Calls to action  Copy Personalisation with Sitecore Testing The Future
  19. 19. Personalisation – Behaviour
  20. 20. Visit Data Being Tracked & Analysed
  21. 21. My Profile Being Updated Based on Behaviour
  22. 22. Site Reacting Based on Behavioural Profile
  23. 23. Personalisation – Rules Based
  24. 24. Picked Up Campaign and Extracted Search Terms
  25. 25. Product Enquiry
  26. 26. Moving Through Buying Phases
  27. 27. Click To Redeem on FB
  28. 28. Updated Content on Home Page
  29. 29. Further Updates Taking My Info
  30. 30.  Why Optimise? CRO Foundation:  User personas  Buying phases  Value proposition  Calls to action  Copy  Personalisation with Sitecore Testing The Future
  31. 31.  Why Optimise? CRO Foundation:  User personas  Buying phases  Value proposition  Calls to action  Copy  Personalisation with Sitecore  Testing The Future
  32. 32. The Future is…Contextual Personalisation “The circumstances that form the settings for a user, in terms of which it can be fully understood.”
  33. 33. Delivering content that is relevant to the user at the current time – data is at the centre of this –Recorded/provided –Behavioural –Location based –Social –3rd party data sets –Sensors
  34. 34. Location & Weather Data
  35. 35. Location & Event Data
  36. 36. Interested in a free site audit or Sitecore online demo? Email: hello@lab.co.uk
  37. 37. tom@lab.co.uk @TomHeadLab www.lab.co.uk

×