Online Personalization That Actually Works

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My slide deck from the talk I delivered at MozCon 2015. Personalizing your online marketing may be a daunting idea right now, but after Cara breaks it down, you’ll realize why embracing it early will be transformative, highly lucrative, addicting, and not creepy. Learn a framework for personalization, ideas for e-commerce, media, and B2B business, and criteria for how to prioritize personalization ideas.

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Online Personalization That Actually Works

  1. 1. @caraharshman #MozCon
  2. 2. @caraharshman #MozConWe’re in love! …and we’re moving out! @caraharshman #MozCon
  3. 3. @caraharshman #MozCon So… how fast can you move? @caraharshman #MozCon
  4. 4. @caraharshman #MozCon
  5. 5. @caraharshman #MozCon 15% off all acrylics
  6. 6. @caraharshman #MozCon Title Text
  7. 7. @caraharshman #MozCon still deciding?
  8. 8. @caraharshman #MozCon @caraharshman #MozCon
  9. 9. @caraharshman #MozCon
  10. 10. @caraharshman #MozCon
  11. 11. @caraharshman #MozCon The one-size-fits-all web is dead.
  12. 12. @caraharshman #MozCon The one-size-fits-all web is dead... and lazy.
  13. 13. @caraharshman #MozCon A framework for personalization WHO to target WHAT to show them HOW to prioritize
  14. 14. @caraharshman #MozCon A framework for personalization WHO to target WHAT to show them HOW to prioritize
  15. 15. @caraharshman #MozCon Contextual Demographic Behavioral
  16. 16. @caraharshman #MozCon Everyone
  17. 17. @caraharshman #MozCon Keyword referrals
  18. 18. @caraharshman #MozCon makes Keyword referrals +32% conversions
  19. 19. @caraharshman #MozCon Pre-sale Post-sale
  20. 20. @caraharshman #MozCon Enterprise SMB
  21. 21. @caraharshman #MozCon Title Text Everyone
  22. 22. @caraharshman #MozCon Title Text Past purchasers
  23. 23. @caraharshman #MozCon Title Text Past purchasers +10% conversions
  24. 24. @caraharshman #MozCon Contextual Demographic Behavioral
  25. 25. @caraharshman #MozCon You have existing audiences right under your nose.
  26. 26. @caraharshman #MozCon A framework for personalization WHO to target WHAT to show them HOW to prioritize
  27. 27. @caraharshman #MozCon A framework for personalization WHO to target WHAT to show them HOW to prioritize
  28. 28. @caraharshman #MozCon Media Site WHO WHAT Onboarding experience w/ tour of site New visitor
  29. 29. @caraharshman #MozCon Media Site WHO WHAT Onboarding experience w/ tour of site New visitor Return visitor Sign up for email newsletter
  30. 30. @caraharshman #MozCon Retail Site Show local in-store pickup options WHO WHAT Located In San Francisco
  31. 31. @caraharshman #MozCon Retail Site Show local in-store pickup options Has not visited site in 90 days WHO WHAT Give promotional offer for limited time discount Located In San Francisco
  32. 32. @caraharshman #MozCon Don’t be creepy.
  33. 33. @caraharshman #MozCon @caraharshman #MozCon
  34. 34. @caraharshman #MozCon A framework for personalization WHO to target WHAT to show them HOW to prioritize
  35. 35. @caraharshman #MozCon A framework for personalization WHO to target WHAT to show them HOW to prioritize
  36. 36. @caraharshman #MozCon Prioritize each personalization by: 1 Potential business impact
  37. 37. @caraharshman #MozCon Prioritize each personalization by: 1 2 Potential business impact Technical effort to execute
  38. 38. @caraharshman #MozCon Prioritize each personalization by: 1 2 3 Potential business impact Technical effort to execute Requirements to sustain
  39. 39. @caraharshman #MozCon Take big bites for big impact. @caraharshman #MozCon
  40. 40. @caraharshman #MozCon Be realistic about the technical effort. @caraharshman #MozCon
  41. 41. @caraharshman #MozCon Don’t slice your audiences too thin. @caraharshman #MozCon
  42. 42. @caraharshman #MozCon A framework for personalization WHO to target WHAT to show them HOW to prioritize
  43. 43. @caraharshman #MozCon A framework for personalization WHO to target WHAT to show them HOW to prioritize
  44. 44. @caraharshman #MozCon The power of personalization is in how you wield it.
  45. 45. @caraharshman #MozCon Go forth and personalize!
  46. 46. @caraharshman #MozCon

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