Personalization How-To: Driving Conversions with Acquia Lift

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Personalization How-To: Driving Conversions with Acquia Lift

  1. 1. 1 Personaliza+on  How-­‐To:  Driving  Conversion  with   Acquia  Li=  
  2. 2. 2 Today’s webcast! •  Why personalize? •  What is Acquia Lift? – Capabilities – Differentiators •  Best practice strategies on personalization •  Driving conversion results with Lift on Acquia.com
  3. 3. 3 Why Personalize?! •  Relevance at scale •  Real-time contextual experiences across devices •  Deliver consistent experiences for the same site visitor
  4. 4. 4 What is Acquia Lift?! Acquia Lift enables marketing teams to increase revenue through delivering personalized digital experiences.
  5. 5. 5 Acquia Lift Capabilities! Testing •  A/B and multivariate tests •  Directly in Drupal •  Create and track conversion goals •  Gain real-time insight into performance Targeting •  Automated targeting •  Explicit rules-based targeting •  E.g., geo-location, device, census data, or even current weather Reporting •  “At-a-glance” and detailed reports for marketers •  Understand content relevance by persona and context •  Gain intelligence and insight to drive revenue faster
  6. 6. 6 Acquia Lift is Different! Embedded Acquia Lift content variations live right in your workflow, not in an external repository Adaptive The Acquia Lift algorithm learns over time and improves results, not just for one test but for your whole site Automated Scale the 1:1 conversation with continuously optimized experiences tailored to individuals
  7. 7. 7 Personalization How-To: Driving Conversion with Acquia Lift! By: Kate Fogarty Senior Manager of Digital Marketing @katefogarty
  8. 8. 8 About me – Katelyn Fogarty! •  Background in Design & Development •  Worked with Drupal for the past 6 years •  Started with Drupal 5 •  Both used and managed Drupal as a marketer •  Build over a dozen large scale and multilingual Drupal sites. •  @katefogarty Senior  Manager  of  Digital  Marke+ng  at  Acquia  (manage  acquia.com)   @katefogarty
  9. 9. 9 My goals for you! •  Understand my strategy for testing •  Where to start testing •  How to use lift •  Review test we’ve done •  See Results! @katefogarty
  10. 10. 10 Goals/Strategy! •  Know your site goals (macro and micro) –  Generate leads (macro) –  Increase CTR on homepage (micro) •  How do you increase lead generation? –  Many ways, –  1 of which is optimizing your site by testing content variations •  Choose an item to test –  What is your hypothesis for each test? Example: •  I think we can generate more demo leads by changing the name of the button option to Live Demo. @katefogarty
  11. 11. 11 What to test?! BuGon  Text  
  12. 12. 12 What to test?! Content  on  your  page  
  13. 13. 13 What to test?! Page  Layout   Image:http://www.ometrics.com/resources/#sthash.sUhR8Joc.dpbs
  14. 14. 14 What to test?! More Content  
  15. 15. 15 What to test?! Test form submit  
  16. 16. 16 What to test?! Button Color  
  17. 17. 17 What to test?! Menu Items  
  18. 18. 18 What to test?! HTML  
  19. 19. 19 What to test?! Drupal Views vs. Blocks  
  20. 20. 20 Why Lift?! •  Build tests as I build content •  Knows my users (personalization) •  http vs https (doesn’t apply to all) •  Custom features can be tested •  Fully responsive (if your site is) •  Mobile friendly
  21. 21. 21 The how to…! @katefogarty
  22. 22. 22 Create your campaign!
  23. 23. 23 Create your test variations!
  24. 24. 24 Define your goal! •  Pre defined goals •  Submits any form •  Logs in •  Registers •  Custom goals •  Anything you want!
  25. 25. 25 Preview!
  26. 26. 26 Push Start!
  27. 27. 27 Tests we’ve done/doing! •  Button copy (get started & demo) •  Assets on homepage •  Menu items •  New homepage banners @katefogarty
  28. 28. 28 Button Test! Control Option Option A Option B
  29. 29. 29 Asset testing! 33%  increased  CTR    
  30. 30. 30 Asset results! Clicks Total Increase Jan  total 257   Feb  total 342 33% Mar  total 274 -­‐20% Apr  total 295 8% Test Version 1 – Jan 31 – Mar 4th Test Version 2 – March 27th – Present Net  new  Leads Total Increase Jan  total 72   Feb  total 89 24% Mar  total 81 -­‐9% Apr  total 90 11%
  31. 31. 31 Menu Option Test!
  32. 32. 32 Banner Test!
  33. 33. 33 What you now know…! •  Things you should be testing •  How to use Lift •  What I’ve been testing •  Results I’ve seen @katefogarty
  34. 34. 34 Thank you!! @katefogarty

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