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Personalisation - Small Steps for Big Gains

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Slides from my talk at Umbraco Codegarden 2016 regarding the best way to plan a website project that includes personalisation. Topics include what personalisation actually is, the pitfalls, how to measure success and how to implement an ongoing strategy that will ensure conversations can be increased evermore.

The slides really need the audio from the talk which should be available shortly.

Published in: Marketing
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Personalisation - Small Steps for Big Gains

  1. 1. Personalisation - Small Steps for Bigs Gains Janusz Stabik
  2. 2. Place your screenshot here Mayfly Media × Umbraco Gold Partner × Personalisation Strategy
  3. 3. “Personalisation will increase sales by 400% (Disclaimer - this probably won’t happen)
  4. 4. Todays talk × Why do we need personalisation? × What is it really? × Planning × Measurement × Implementation × Ongoing strategy
  5. 5. WHY DO WE NEED IT?
  6. 6. Websites have many personas Members Donors Service User Events Charities
  7. 7. WHAT IS PERSONALISATION?
  8. 8. Explicit Vs Implicit Explicit Implicit Personalisation ● Expected ● User Preferences ● Logged-In ● Behavioural
  9. 9. “Wikipedia: tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals.
  10. 10. Place your screenshot here Hello Jon….
  11. 11. “ Is this personalisation?
  12. 12. Yes but…. × What have we achieved? × Do I want to increase hosting sales? × Is the user really interested in hosting? × Has it been a success? × Have we decreased something else? × Shall we continue with it? × Shall we try something else? × erm……..
  13. 13. “This is where 90% of personalisation efforts fall down - Lack of planning / strategy
  14. 14. Complexity × Component based design × 4 x ‘personalisable’ components × 2 x rules per component × Default × Personalised × 16 experiences!!! And that’s just for 1 page!
  15. 15. Personalisation can have the opposite effect × Create ‘Filter Bubbles’ × Decrease conversions / engagement × Increase management complexity
  16. 16. Personalisation Is:
  17. 17. “Desire of the site designers in driving specific actions to achieve objectives (e.g. Increase sales conversion on a page).
  18. 18. LET US PLAN
  19. 19. Defined objective
  20. 20. Goals Goals Newsletter Signup Live ChatEnquire Blog Comment Purchase Login
  21. 21. Define the company (board's) objectives STRATEGIC THEMES “The largest distributer of widgets throughout the globe” STRATEGIC OBJECTIVES “Increase widget sales by 10%” MARKETING OBJECTIVES “Increase website sales by 20%” DIGITAL GOALS “Buy Widget online”
  22. 22. Map objectives visually STRATEGIC OBJECTIVES MARKETING OBJECTIVES DIGITAL GOALS STRATEGIC THEMES
  23. 23. Measurement × Benchmark!!! × Measure at least 3 months of goals × Google Analytics, Adobe Analytics, Email reports × Whatever works!
  24. 24. Record measurement against objectives Strategic Objective Goal Measurement Period Conversions Increase revenue by 10% Buy Widget Q1 10,000 Increase revenue by 10% Buy Widget Q2 6,000 Increase revenue by 10% Buy Widget Q3 8,000
  25. 25. Define objectives at the start of the project process Requirements Content Development QA Release Objectives Specifications Design UX
  26. 26. The right user
  27. 27. Understand the user & their goals × Persona × Behaviour × Needs × Things to avoid × Device × Goal Oriented Design
  28. 28. Goal Oriented Personas Members Donors Service User Events
  29. 29. Ensure company goals and user goals are aligned Goals Company Goals User Goals
  30. 30. The right message at the right time
  31. 31. Define the Decision Journey Discover Search Compare Decide Convert
  32. 32. Create A Task Model
  33. 33. Content Relevancy Map
  34. 34. Content Relevancy Map
  35. 35. Content Relevancy Map
  36. 36. Content Relevancy Map
  37. 37. Personalisation Slots × Wireframe / prototypes can begin × Personalisation spots defined
  38. 38. PERSONALISATION
  39. 39. Experience Management Workshop Measure × GA Goal × Querystring × Events × Behaviour × Content Profiles Nurture × Personalisation × A/B Testing × Automated Email × Automated SMS × Push Notification
  40. 40. Type of content is important Symmetric Messaging × Match CPC messaging × Banner Ad’s × CTA’s Behavioural Re- targeting × Surface content of interest × Promotions × Search results × Emails Contextual Empathy × Adjust tone / copy based on context × Device × Time of day
  41. 41. Recap × Right Message, Right Time, Right User & Objective × Content Relevancy Map × Measurement × Personalisations & Slots
  42. 42. TOOLS
  43. 43. Tools - How they work
  44. 44. Tools - How they work × Create a rule × Based on conditions × Create a content variant × If user matches a condition × They see the variant
  45. 45. Different types of criteria to personalise on Explicit Implicit Browser Headers Personas Clickstream Content Profiles Device CRM
  46. 46. Personalisation Groups - Andy Butland × Umbraco Package × Explicit Data × Extensible × Content Variants based on conditions × Beta
  47. 47. Optimizely & Marketo × Javascript Plugins × Explicit Data × Great Reporting × Monthly Subscription × Marketo: × Enhanced Profiling × Automated Personalisation
  48. 48. Spin Doctor × Umbraco Package × Implicit / Profile Data × Extensible × Support / documentation × Needs improvement × Lots of potential!
  49. 49. LAUNCH
  50. 50. Launch without personalisation in place and measure Goals UX Personas / Goals Measure Content Relevancy Delivery Launch Personalise Measure (3 Months)
  51. 51. Now we can personalise! Analyse Measures Choose Goal Analyse Relevancy Choose Slot Design Assets / Content / CTA Implement Personalisati on Wait... Define RulesMeasure “Small, simple iterative cycles”
  52. 52. Ongoing measurement Strategic Objective / Goal Variant Benchmark Result Variance Increase revenue by 10%: Buy Widget 50/Month 60/Month + 10 Increase revenue by 10%: Buy Widget 50/Month 40/Month - 10
  53. 53. 1-20% Increase
  54. 54. In Summary × Objective: Right Message, Right Time, Right User × Users & Goals × Organisation Objectives and Goals × Measurement × Content Relevancy Map × Define Personalisations × Integrate × Simple Implementation & Iteration
  55. 55. THANKS! janusz@mayflymedia.co.uk @mayflymedia / @januszstabik

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