Transforming
Drupal Sites from
Static to Engaging
Adam Waid
●
●
●
●

Marketing Director at Mediacurrent
5 years of Drupal experience
200% increase in leads in 2012
Expert i...
Mediacurrent
We build highly impactful open-source technology-based websites that help
organizations with their online pre...
Real-time web personalization

Increase conversion rates at each stage of the customer lifecycle
Respond to behavior in re...
Agenda
●
●
●
●
●

Optimizing your content strategy
What is content personalization?
Lead Nurturing
Web Conversion Playbook...
Content
Strategy
Increasing online competition
Growing complexity from a
myriad of devices
One Size
Does not
Fit All
Buyer Personas
Buyer Personas
● What are their demographics?
● What are their interests?
● Who influences their product
choices?
● What are their goals ...
Buyer Personas
Content Audit
Low Conversions?

One or more of the following:
● Not finding what they're looking for.
● You haven't given users a “next ...
Lurkers?

Personalize content even
for unknown visitors.
Real-time
Personalization
Secrets
YOUR WEBSITE CAN (AND MUST) BE
YOUR BEST SALESPERSON

@evergage
GIVE A WARM AND RELEVANT
WELCOME

@evergage
3x increase in revenue from the Pinterest channel.

B
Carting rate has increased 162% since launching this modal.
Right in your backyard
today. Come on by!
Get driving directions here

@evergage
HELP PEOPLE TAKE ANOTHER LOOK

@evergage
10x increase in time on the site over the control group

B
2x increase over the
control group ultimate
capture of email
This is what you’ll be missing:

@evergage
BUILD TRUST OVER TIME

@evergage
… increased leads generated by 7%.
Welcome back. Enter your email to hear the latest from DrupalCamp:

@evergage
@evergage
“I’ve never seen a conference
attended by such intelligent
and powerful people. Your
best leads are here.”
- Karl Wirth, E...
CLOSE THE DEAL

@evergage
Static CTA
Wasted Real-Estate
333% increase in conversions to demo request compared to not switching out the CTA
IN-CONTEXT
UPSELL

3% of people shown this
message signed up as
leads for the upsell.

“This is a game-changer for
the hos...
SELL SPONSOR

Only 1 Sponsor Slot Left
And 300 people registered
Call Julie now to secure it!
(800)452-1244 x207
SELL ATTENDEE
WHO HAS VISITED
THREE TIMES

300 people registered
Don’t miss out!
Email us here
MAKE SUCCESSFUL

@evergage
HELP A LOGGED-IN
USER

300 people registered
Don’t miss out!
Email:

You haven’t proposed a session. Click here to propose...
How to Do This
(Easily & w/o Dev)
Personalize Drupal
Evergage Drupal Module
Personalize Drupal
In less than 30 minutes
First 30 minutes
● Drop in Javascript (like Google Analytics)
● Create first se...
Personalize Drupal
Without a developer
Thank You!

Questions?

firstname.lastname@mediacurrent.com
kwirth@evergage.com

@Mediacurrent
@Evergage

Mediacurrent.com...
Transform Your Drupal Site from Static to Engaging
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Transform Your Drupal Site from Static to Engaging

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Website visitors and customers no longer have the patience for “on size fits all” content and interaction. Context, timing, and relevancy are all critical success factors for delivering the ultimate web experience and converting visitors to leads, leads to prospects, and prospects to happy customers. You have seconds to captivate, engage and convert.

Join Adam Waid, Mediacurrent and Karl Wirth, Evergage for an interactive session featuring some proven tips for turbo charging engagement for each stage of the customer lifecycle: acquisition, education, adoption, and advocacy.

Specific topics they will cover:
· How to optimize your content strategy and radically improve results with real-time web personalization
· How to turn community lurkers into participants with behavior-based web personalization
· The 3 easy steps website managers and marketers can take today to start driving conversion and engagement improvements by 300+%.

The end result for you? Learn how to lower cost of sale, reduce marketing costs, raise net promoter scores, and reduce churn by delivering a more responsive and personalized Web experience.

If you are responsible for maximizing conversions or optimizing customer experience on your site, you will not want to miss this session.

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Transform Your Drupal Site from Static to Engaging

  1. 1. Transforming Drupal Sites from Static to Engaging
  2. 2. Adam Waid ● ● ● ● Marketing Director at Mediacurrent 5 years of Drupal experience 200% increase in leads in 2012 Expert in lead management/grading with marketing automation software Karl Wirth ● ● ● ● ● CEO/co-founder of Evergage 2.5 years Drupal experience Dedicated to improving online conversion Led product and marketing at Red Hat, Sentillion, and RSA Security. Physics degree from Harvard
  3. 3. Mediacurrent We build highly impactful open-source technology-based websites that help organizations with their online presence. Design mediacurrent.com Development Support
  4. 4. Real-time web personalization Increase conversion rates at each stage of the customer lifecycle Respond to behavior in real-time during the digital experience. All without IT or development resources www.evergage.com
  5. 5. Agenda ● ● ● ● ● Optimizing your content strategy What is content personalization? Lead Nurturing Web Conversion Playbook How to do this in Drupal without Development
  6. 6. Content Strategy
  7. 7. Increasing online competition Growing complexity from a myriad of devices
  8. 8. One Size Does not Fit All
  9. 9. Buyer Personas
  10. 10. Buyer Personas
  11. 11. ● What are their demographics? ● What are their interests? ● Who influences their product choices? ● What are their goals or problems to be solved? ● Where do they look for information about your product category? ● What type of information do they want?
  12. 12. Buyer Personas
  13. 13. Content Audit
  14. 14. Low Conversions? One or more of the following: ● Not finding what they're looking for. ● You haven't given users a “next step.” ● Your message isn't compelling.
  15. 15. Lurkers? Personalize content even for unknown visitors.
  16. 16. Real-time Personalization Secrets
  17. 17. YOUR WEBSITE CAN (AND MUST) BE YOUR BEST SALESPERSON @evergage
  18. 18. GIVE A WARM AND RELEVANT WELCOME @evergage
  19. 19. 3x increase in revenue from the Pinterest channel. B
  20. 20. Carting rate has increased 162% since launching this modal.
  21. 21. Right in your backyard today. Come on by! Get driving directions here @evergage
  22. 22. HELP PEOPLE TAKE ANOTHER LOOK @evergage
  23. 23. 10x increase in time on the site over the control group B
  24. 24. 2x increase over the control group ultimate capture of email
  25. 25. This is what you’ll be missing: @evergage
  26. 26. BUILD TRUST OVER TIME @evergage
  27. 27. … increased leads generated by 7%.
  28. 28. Welcome back. Enter your email to hear the latest from DrupalCamp: @evergage
  29. 29. @evergage
  30. 30. “I’ve never seen a conference attended by such intelligent and powerful people. Your best leads are here.” - Karl Wirth, Evergage, Sponsor 2013 @evergage
  31. 31. CLOSE THE DEAL @evergage
  32. 32. Static CTA Wasted Real-Estate
  33. 33. 333% increase in conversions to demo request compared to not switching out the CTA
  34. 34. IN-CONTEXT UPSELL 3% of people shown this message signed up as leads for the upsell. “This is a game-changer for the hosting business” - EIG
  35. 35. SELL SPONSOR Only 1 Sponsor Slot Left And 300 people registered Call Julie now to secure it! (800)452-1244 x207
  36. 36. SELL ATTENDEE WHO HAS VISITED THREE TIMES 300 people registered Don’t miss out! Email us here
  37. 37. MAKE SUCCESSFUL @evergage
  38. 38. HELP A LOGGED-IN USER 300 people registered Don’t miss out! Email: You haven’t proposed a session. Click here to propose.
  39. 39. How to Do This (Easily & w/o Dev)
  40. 40. Personalize Drupal Evergage Drupal Module
  41. 41. Personalize Drupal In less than 30 minutes First 30 minutes ● Drop in Javascript (like Google Analytics) ● Create first set of messages from templates ○ Based on geo, search term, referrer, ○ Based on time on site, time on page, # visits Next few hours ● Track clicks and behavior ● Make CTAs behavior-based
  42. 42. Personalize Drupal Without a developer
  43. 43. Thank You! Questions? firstname.lastname@mediacurrent.com kwirth@evergage.com @Mediacurrent @Evergage Mediacurrent.com Evergage.com slideshare.net/mediacurrent
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