Personalizing Web Pages for Instant     Higher Conversion Rates                David Miller, COO          David.miller@ter...
Terminal who?   • Trading since 1996, product company since 2002   • TERMINALFOUR Site Manager: our flagship Web Content  ...
TERMINALFOUR in a nutshell                   We make it really easy for                  organisations to deliver and     ...
A selection of TERMINALFOUR clientsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention  ...
Combining CMS with PersonalizationTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention   5
Topics   • Problems you can solve with personalization   • Look at various forms of Website Personalization   • What works...
Some items to note     • Fundamentals of personalized website are the same       as any website        – Clarity of conten...
Problems you can solve with personalization                    - Home page trying to talk to too many audiencesTERMINALFOU...
Problems you can solve with personalization                    - Messaging to broadTERMINALFOUR- PSEWEB 2012: Personalizin...
Problems you can solve with personalization                    - Cater for International AudiencesTERMINALFOUR- PSEWEB 201...
Problems you can solve with personalization                    - Increase Campaign ConversionsTERMINALFOUR- PSEWEB 2012: P...
Types of Personalization   • User Interface Customization   • Implicit          – Content rating          – Clickstream an...
Types of Personalisation – User driven• Driven by the end user and allows them to explicitly  specify what they want.• e.g...
Types of Personalization –                    behavioural / campaign based• Tie into CRM system campaign etc.• Lots of pro...
Types of Personalization –                    geographic                                    Commercial / Open             ...
Types of Personalization –                    geographic   • Available databases:          – http://www.maxmind.com/app/ge...
Content driven Personalisation   •     Personalisation is at content level and is driven by the content author.   •     e....
Content driven Personalisation   • No longer GeoIP   • First visit asks user for simple geographic     information   • All...
Content Driven Personalisation   •    Aer Lingus Home        Page JSP   •    Automatically selects        relevant offers ...
Example: Aer Lingus• Content Fragments by Country, Language & Function• Set by content authorTERMINALFOUR- PSEWEB 2012: Pe...
Mobile personalized experience   • Peron                                                                             • Sin...
When should you look at combining                    Web Content Management &                    Personalisation?   Don’t ...
When should you look at combining                    Web Content Management &                    Personalisation?   Rememb...
Paraphrasing Scott Stratten of                    unmarketing fame…   If your content sucks, it will suck worse      with ...
Paraphrasing Scott Stratten of                    unmarketing fame…   If your content sucks, it will suck worse      with ...
What sort of return should you                      expect•   Case Study: Loughborough University•   Geographic Personaliz...
What sort of return should you                    expect   • Case Study:     Loughborough University   • Geographic     Pe...
What sort of return should you                    expect   • Case Study:     Loughborough University   • Geographic     Pe...
What sort of return should you                    expect   • Case Study:     Loughborough University   • Geographic     Pe...
What sort of return should you                    expect   • Case Study:     Loughborough University   • Geographic     Pe...
Return on investment   • Aer Lingus           • Significant conversion increase           • Increase in users clicking on ...
Return on investment                    - Aer Lingus   • Our clients that have used this form of     personalization have ...
Setting it Up…..TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention   33
Product Screenshots           View your site structureTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolem...
Product Screenshots           Edit target audiencesTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement...
Product Screenshots           Monitor analytics and tweakTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enro...
For our Higher Education                    Clients….TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enroleme...
For our non Higher Education                    Clients….TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enro...
Targeted messaging for specific                    audiencesTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better e...
For our European ClientsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention   40
For our US ClientsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention   41
And for our Canadian ClientsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention   42
Simple personalisation to                    create “more familiar” impactTERMINALFOUR- PSEWEB 2012: Personalizing Website...
Live Example .....   • DEMO......TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention   44
Personalization based on                    behavioural trackingTERMINALFOUR- PSEWEB 2012: Personalizing Websites for bett...
Personalization based on                    behavioural trackingTERMINALFOUR- PSEWEB 2012: Personalizing Websites for bett...
How it’s done..... Simple content template for                    any user to useTERMINALFOUR- PSEWEB 2012: Personalizing ...
Simple JavaScript to make the                    personalization decision.                    .... Can be complex too!TERM...
Personalised content based on                    login information   • Can use Portal based approach – or portal-less port...
Personalised content based on                    login information • Can use Portal based approach – or portal-less portal...
Page based personalization based on                    user credentials   • ... Or any other criteria available at runtime...
Hits & tips for delivering                    personalization   • Needs to be tied into just a few target audiences       ...
Conclusions      • Personalization can add value to web experience             – Drive more conversions             – Deli...
Thank You         David Miller            COODavid.miller@terminalfour.com    Twitter: @terminalfour        @jdavidmiller ...
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PSEWEB 2012: Personalizing Web Pages - David Miller, COO TERMINALFOUR

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The competition among universities to recruit students is heating up and those universities that fail to deliver more targeted messaging will suffer. Today’s students want website content and services that are compelling and relevant to them, not the masses. This product neutral presentation will outline how personalization functionality within web content management software can enable a customized and personalized approach to online student recruitment and engagement. The presentation will include ‘Top 10 Tips’ acquired over seventy-five university WCMS rollouts.

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PSEWEB 2012: Personalizing Web Pages - David Miller, COO TERMINALFOUR

  1. 1. Personalizing Web Pages for Instant Higher Conversion Rates David Miller, COO David.miller@terminalfour.com twitter.com/terminalfour
  2. 2. Terminal who? • Trading since 1996, product company since 2002 • TERMINALFOUR Site Manager: our flagship Web Content Management (WCM) Product • 300+ clients; – Higher Education (over 110 Universities) – 4 in Canada in last 2 months! – Commercial / Finance / Retail – Public Sector • Recognised – Top 30 in Content Management Companies (Real Story Group) – Gartner Magic Quadrant, Butler/Ovum etc. • Clients in UK, Ireland, Middle East, US & Canada • Offices in Ireland, UK , USA & AustraliaTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 2
  3. 3. TERMINALFOUR in a nutshell We make it really easy for organisations to deliver and manage very large, highly devolved, multilingual Websites, Intranets and ExtranetsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 3
  4. 4. A selection of TERMINALFOUR clientsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 44
  5. 5. Combining CMS with PersonalizationTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 5
  6. 6. Topics • Problems you can solve with personalization • Look at various forms of Website Personalization • What works / what doesn’t! • Why should you look at combining Web Content Management & Personalization? • What sort of return should you expect • What works in Higher Education • Demo!TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 6
  7. 7. Some items to note • Fundamentals of personalized website are the same as any website – Clarity of content – Ease of Navigation / IA – Clarity of Message • Personalization can exaggerate any problems! • Principles apply across all WCMS products • Simplicity is keyTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 7
  8. 8. Problems you can solve with personalization - Home page trying to talk to too many audiencesTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 8
  9. 9. Problems you can solve with personalization - Messaging to broadTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 9
  10. 10. Problems you can solve with personalization - Cater for International AudiencesTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 10
  11. 11. Problems you can solve with personalization - Increase Campaign ConversionsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 11
  12. 12. Types of Personalization • User Interface Customization • Implicit – Content rating – Clickstream analysis / Navigational / Behavioral • Explicit – Geographic (either GeoIP or set explicitly by user) – User selection – Login based – Campaign basedTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 12
  13. 13. Types of Personalisation – User driven• Driven by the end user and allows them to explicitly specify what they want.• e.g. www.worthing.gov.uk (simple jquery add-ons)TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 13
  14. 14. Types of Personalization – behavioural / campaign based• Tie into CRM system campaign etc.• Lots of products to assist with this• Key is relevant content to go with the campaignTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 14
  15. 15. Types of Personalization – geographic Commercial / Open GeoIP Databases By: PostCode, State, City, CountryTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 15
  16. 16. Types of Personalization – geographic • Available databases: – http://www.maxmind.com/app/geoip_country – http://www.maxmind.com/app/postalcode – http://www.ip2location.com/ – Need to be careful – corporate networks etc. – Works well in the US..TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 16
  17. 17. Content driven Personalisation • Personalisation is at content level and is driven by the content author. • e.g. www.aerlingus.comTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 17
  18. 18. Content driven Personalisation • No longer GeoIP • First visit asks user for simple geographic information • Allows user to change locationTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 18
  19. 19. Content Driven Personalisation • Aer Lingus Home Page JSP • Automatically selects relevant offers to present • Offers authored based on current campaigns • Very simple from an author perspective– but effectiveTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 19
  20. 20. Example: Aer Lingus• Content Fragments by Country, Language & Function• Set by content authorTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 20
  21. 21. Mobile personalized experience • Peron • Single CMS driving 14 country sites in 8 languages • Mobile site variants available per country • Cut down content – just what a mobile user needs • Personalization based on location • Not a specialized appTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 21
  22. 22. When should you look at combining Web Content Management & Personalisation? Don’t look at Personalisation until the following are in order: • WCM Check list: – Automated website management (broken links, accessibility) – Relative brand consistency – Be in control of your content • Marketing Check list: – Clearly segment your target audiences – Identify campaign targets (before and after personalisation)TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 22
  23. 23. When should you look at combining Web Content Management & Personalisation? Remember • If you have one “bad site” then setting up ten personalized variants will give you ten times the problemTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 23
  24. 24. Paraphrasing Scott Stratten of unmarketing fame… If your content sucks, it will suck worse with social media .TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 24
  25. 25. Paraphrasing Scott Stratten of unmarketing fame… If your content sucks, it will suck worse with social media Or If your content sucks, it will suck 10 times more with personalized variants.TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 25
  26. 26. What sort of return should you expect• Case Study: Loughborough University• Geographic Personalization – Out of country students• Personalisation directing specific countries (Japan)• Simple, cut down, landing page (separate small site)TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 26
  27. 27. What sort of return should you expect • Case Study: Loughborough University • Geographic Personalization – Out of country students • Personalisation directing specific countries (Japan) • Simple, cut down, landing page (separate small site)TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 27
  28. 28. What sort of return should you expect • Case Study: Loughborough University • Geographic Personalization – Out of country students • Personalisation directing specific countries (Japan) • Simple, cut down, landing page (separate small site)TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 28
  29. 29. What sort of return should you expect • Case Study: Loughborough University • Geographic Personalization – Out of country students • Personalisation directing specific countries (Japan) • Simple, cut down, landing page (separate small site)TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 29
  30. 30. What sort of return should you expect • Case Study: Loughborough University • Geographic Personalization – Out of country students • Personalisation directing specific countries (Japan) • Simple, cut down, landing page (separate small site)TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 30
  31. 31. Return on investment • Aer Lingus • Significant conversion increase • Increase in users clicking on suggested offers • Increase in usage or related services (e.g. Aer Lingus say increased requests for car hire via personalized site)TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 31
  32. 32. Return on investment - Aer Lingus • Our clients that have used this form of personalization have experienced increased click through on targeted promotions between 18 – 22%TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 32
  33. 33. Setting it Up…..TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 33
  34. 34. Product Screenshots View your site structureTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 34
  35. 35. Product Screenshots Edit target audiencesTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 35
  36. 36. Product Screenshots Monitor analytics and tweakTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 36
  37. 37. For our Higher Education Clients….TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 37
  38. 38. For our non Higher Education Clients….TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 38
  39. 39. Targeted messaging for specific audiencesTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 39
  40. 40. For our European ClientsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 40
  41. 41. For our US ClientsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 41
  42. 42. And for our Canadian ClientsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 42
  43. 43. Simple personalisation to create “more familiar” impactTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 43
  44. 44. Live Example ..... • DEMO......TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 44
  45. 45. Personalization based on behavioural trackingTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 45
  46. 46. Personalization based on behavioural trackingTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 46
  47. 47. How it’s done..... Simple content template for any user to useTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 47
  48. 48. Simple JavaScript to make the personalization decision. .... Can be complex too!TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 48
  49. 49. Personalised content based on login information • Can use Portal based approach – or portal-less portalTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 49
  50. 50. Personalised content based on login information • Can use Portal based approach – or portal-less portalTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 50
  51. 51. Page based personalization based on user credentials • ... Or any other criteria available at runtime ......TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 51
  52. 52. Hits & tips for delivering personalization • Needs to be tied into just a few target audiences – Otherwise just setup have a new site! • Try to deliver that “familiar touch” • Needs to be subtle, not “in your face” • Need to keep it simple – Any author can add personalized content • Benefits can be intangible • Lots of tools out there to help • Can be implemented using any CMS – Though we would recommend TERMINALFOUR....TERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 52
  53. 53. Conclusions • Personalization can add value to web experience – Drive more conversions – Deliver a more compelling story – Generally “more useful” • Basics still apply – Content / audiences / navigation / messages – A bad homepage will be ten times as bad with ten personalization variants • A number of techniques exist – Navigational – Content driven – Geographic • Be sure to measure against original goalsTERMINALFOUR- PSEWEB 2012: Personalizing Websites for better enrolement and retention 53
  54. 54. Thank You David Miller COODavid.miller@terminalfour.com Twitter: @terminalfour @jdavidmiller 54

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