@caraharshman #CTAConf
“The Homepage”
is dead
by Cara Harshman
Call to Action
Conference 2016
@caraharshman #CTAConf
1998 was a big year.
@caraharshman #CTAConf
@caraharshman #CTAConf
@caraharshman #CTAConf
@caraharshman #CTAConf
@caraharshman #CTAConf
If we have 4.5
million customers,
we shouldn’t have
one store. We
should have 4.5
million stores.
-...
@caraharshman #CTAConf
We
think
you’d
like…
glowy
shit.
@caraharshman #CTAConf
Today, most
websites still say
come one come
all.
@caraharshman #CTAConf
As marketers, we
reveal our secret
tips & tricks then
use said tips &
tricks to beat
each other.
@caraharshman #CTAConf
From this
for
everyone…
@caraharshman #CTAConf
To this for
Sony…
@caraharshman #CTAConf
And this
for Target.
@caraharshman #CTAConf
And this
for the
New York
Times.
@caraharshman #CTAConf
And this
for retail
companies.
@caraharshman #CTAConf
And this
for travel
companies.
@caraharshman #CTAConf
And this
for the
afternoon.
@caraharshman #CTAConf
And this
for 3 am.
@caraharshman #CTAConf
We went from
1 homepage
to 26+
personalized
homepages.
This
To this
1.WHY?
2.WHAT?
3.HOW?
@caraharshman #CTAConf
1.
WHY
REDESIGN &
PERSONALIZE?
@caraharshman #CTAConf
FIND THE
GLOBAL
MAXIMUM
@caraharshman #CTAConf
@caraharshman #CTAConf
We were
here.
@caraharshman #CTAConf
We were
here.
We wanted
to get here.
@caraharshman #CTAConf
SUPPORT
ACCOUNT-BASED
MARKETING
@caraharshman #CTAConf
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN
@caraharshman #CTAConf
WHO ?
WHAT ?
WHERE ?
ACCOUNT-
BASED
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN
@caraharshman #CTAConf
SHOW
INSTEAD OF
TELL
@caraharshman #CTAConf
@caraharshman #CTAConf
I love it but...
@caraharshman #CTAConf
How do we
show the
value?
@caraharshman #CTAConf
The
“What’s
going on
here?”
Button
@caraharshman #CTAConf
WHY?
1. Learn more about ABM:
view Engagio Slideshare
on ABM
2. Read ConversionXL and
HelpScout on ...
@caraharshman #CTAConf
2.
WHAT DID
WE CHANGE?
@caraharshman #CTAConf
CREATED 26
AUDIENCES
INSTEAD OF 1
@caraharshman #CTAConf
Audiences
should be:
↣ Identifiable
↣ Valuable
↣ Differentiated
@caraharshman #CTAConf
Geography IndustryEngaged
visitors
Named
Accounts
BEHAVIORAL DEMOGRAPHIC
@caraharshman #CTAConf
DESIGN
THE PAGE
TO BE
PERSONALIZED
@caraharshman #CTAConf
This
To this
@caraharshman #CTAConf
If you want to
personalize a page,
you need to make
space for
personalized
content.
@caraharshman #CTAConf
Hero Image
Headline
Calls to Action
Personalization
Boxes
@caraharshman #CTAConf
Section
headline
Customer logos
and quotes
@caraharshman #CTAConf
Relevant
content and
events
Calls to Action
@caraharshman #CTAConf
WHAT?
1. Define Audiences →
optimize.ly/p13n-template
2. Content: Print out
homepage, circle areas ...
@caraharshman #CTAConf
3.
HOW
DID IT
PERFORM?
@caraharshman #CTAConf
@caraharshman #CTAConf
When
personalizing,
it’s still
important to
measure.
@caraharshman #CTAConf
Qualitative
Impact
holy shit!
-teespring
“ ”
@caraharshman #CTAConf
Qualitative
Impact
@caraharshman #CTAConf
B
A
- 1.5% engagement
- 113% views of Solutions page
- 117% starts account-create
process
- No effe...
@caraharshman #CTAConf
HOW?
1. Measuring proves its
working or not working
2. It opens up so many
opportunities for testin...
@caraharshman #CTAConf
MY CTA:
ASK
YOURSELF
3. Where is the best
place to deliver this
message?
1. Who are my most
importa...
@caraharshman #CTAConf
here rests
“The Homepage”
1998-2016
survived by
“many a homepage”
@caraharshman #CTAConf
Thank You!
bit.ly/caraCTAconf
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The Homepage is Dead

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Yes, I said it. THE homepage is dead. No, this doesn’t mean you should all go delete your homepages. It means that a single version of the homepage that targets everyone who visits your site is a thing of the past. It’s time to uplevel your homepage with some personalization and move from ‘the” homepage to “a” homepage”.

In this talk, Cara will share lessons learned from Optimizely’s recent undertaking of totally redesigning their homepage and fully personalizing it for all sorts of visitors and behaviors.

Actionable takeaways you will learn:
Defining who you’re personalizing for with a little introduction to account-based marketing.
The people involved in the process and who you need to fuel a campaign for yourself.
Setting realistic goals for personalization and measuring them.

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The Homepage is Dead

  1. 1. @caraharshman #CTAConf “The Homepage” is dead by Cara Harshman Call to Action Conference 2016
  2. 2. @caraharshman #CTAConf 1998 was a big year.
  3. 3. @caraharshman #CTAConf
  4. 4. @caraharshman #CTAConf
  5. 5. @caraharshman #CTAConf
  6. 6. @caraharshman #CTAConf
  7. 7. @caraharshman #CTAConf If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores. -Jeff Bezos, 1998 “
  8. 8. @caraharshman #CTAConf We think you’d like… glowy shit.
  9. 9. @caraharshman #CTAConf Today, most websites still say come one come all.
  10. 10. @caraharshman #CTAConf As marketers, we reveal our secret tips & tricks then use said tips & tricks to beat each other.
  11. 11. @caraharshman #CTAConf From this for everyone…
  12. 12. @caraharshman #CTAConf To this for Sony…
  13. 13. @caraharshman #CTAConf And this for Target.
  14. 14. @caraharshman #CTAConf And this for the New York Times.
  15. 15. @caraharshman #CTAConf And this for retail companies.
  16. 16. @caraharshman #CTAConf And this for travel companies.
  17. 17. @caraharshman #CTAConf And this for the afternoon.
  18. 18. @caraharshman #CTAConf And this for 3 am.
  19. 19. @caraharshman #CTAConf We went from 1 homepage to 26+ personalized homepages. This To this
  20. 20. 1.WHY? 2.WHAT? 3.HOW?
  21. 21. @caraharshman #CTAConf 1. WHY REDESIGN & PERSONALIZE?
  22. 22. @caraharshman #CTAConf FIND THE GLOBAL MAXIMUM
  23. 23. @caraharshman #CTAConf
  24. 24. @caraharshman #CTAConf We were here.
  25. 25. @caraharshman #CTAConf We were here. We wanted to get here.
  26. 26. @caraharshman #CTAConf SUPPORT ACCOUNT-BASED MARKETING
  27. 27. @caraharshman #CTAConf WHO ? WHAT ? WHERE ? DEMAND/ LEAD GEN
  28. 28. @caraharshman #CTAConf WHO ? WHAT ? WHERE ? ACCOUNT- BASED WHO ? WHAT ? WHERE ? DEMAND/ LEAD GEN
  29. 29. @caraharshman #CTAConf SHOW INSTEAD OF TELL
  30. 30. @caraharshman #CTAConf
  31. 31. @caraharshman #CTAConf I love it but...
  32. 32. @caraharshman #CTAConf How do we show the value?
  33. 33. @caraharshman #CTAConf The “What’s going on here?” Button
  34. 34. @caraharshman #CTAConf WHY? 1. Learn more about ABM: view Engagio Slideshare on ABM 2. Read ConversionXL and HelpScout on “Local Maximum” 3. Do a 5-second value audit on your website
  35. 35. @caraharshman #CTAConf 2. WHAT DID WE CHANGE?
  36. 36. @caraharshman #CTAConf CREATED 26 AUDIENCES INSTEAD OF 1
  37. 37. @caraharshman #CTAConf Audiences should be: ↣ Identifiable ↣ Valuable ↣ Differentiated
  38. 38. @caraharshman #CTAConf Geography IndustryEngaged visitors Named Accounts BEHAVIORAL DEMOGRAPHIC
  39. 39. @caraharshman #CTAConf DESIGN THE PAGE TO BE PERSONALIZED
  40. 40. @caraharshman #CTAConf This To this
  41. 41. @caraharshman #CTAConf If you want to personalize a page, you need to make space for personalized content.
  42. 42. @caraharshman #CTAConf Hero Image Headline Calls to Action Personalization Boxes
  43. 43. @caraharshman #CTAConf Section headline Customer logos and quotes
  44. 44. @caraharshman #CTAConf Relevant content and events Calls to Action
  45. 45. @caraharshman #CTAConf WHAT? 1. Define Audiences → optimize.ly/p13n-template 2. Content: Print out homepage, circle areas you can personalize w/ content 3. More details →optimize.ly/ homepage-story
  46. 46. @caraharshman #CTAConf 3. HOW DID IT PERFORM?
  47. 47. @caraharshman #CTAConf
  48. 48. @caraharshman #CTAConf When personalizing, it’s still important to measure.
  49. 49. @caraharshman #CTAConf Qualitative Impact holy shit! -teespring “ ”
  50. 50. @caraharshman #CTAConf Qualitative Impact
  51. 51. @caraharshman #CTAConf B A - 1.5% engagement - 113% views of Solutions page - 117% starts account-create process - No effect down funnel on leads Quantitative Impact
  52. 52. @caraharshman #CTAConf HOW? 1. Measuring proves its working or not working 2. It opens up so many opportunities for testing and discovery
  53. 53. @caraharshman #CTAConf MY CTA: ASK YOURSELF 3. Where is the best place to deliver this message? 1. Who are my most important customers? 2. What can I say/do to show them how important they are ?
  54. 54. @caraharshman #CTAConf here rests “The Homepage” 1998-2016 survived by “many a homepage”
  55. 55. @caraharshman #CTAConf Thank You! bit.ly/caraCTAconf

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