Conversions, Personalisation and Context - Where We Are Today and What The Future Holds

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Presentation delivered at Technology for Marketing & Advertising show 2014 (TFM&A), where Lab director Tom Head talked on the topic of conversions, personalisation, and Sitecore. Best practice conversion techniques - The power of personalisation as it relates to conversion - Where the future is going and the power of context in personalisation.

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Conversions, Personalisation and Context - Where We Are Today and What The Future Holds

  1. 1. @LabDigitalUK
  2. 2. Conversions, Personalisation and Context Where we are today and what the future holds
  3. 3. Contents Why Optimise? CRO Foundation Personalisation with Sitecore Testing The Future
  4. 4. Follow Up? • 3 free CRO site audits • Sitecore online demo Details at the end…
  5. 5. Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-
  6. 6. Source: IBM - http://www-
  7. 7.  Why Optimise? CRO Foundation: User personas Buying phases Value proposition Calls to action Copy Personalisation with Sitecore Testing The Future
  8. 8. Personas Summary • Focus on main user groups and types of behaviour • Start with quickest/biggest wins • Concentrate on goals
  9. 9. Buying Phases
  10. 10. Persona Buying Matrix Awareness Consideratio Purchase/ n Conversion Repurchase Persona 1 Who is this company? What do they offer? Who else is using them? (Social proof) How secure is Can I easily this? order again? Persona 2 Is this for me? Does this fit my objectives? How quickly can I get it? What happens Am I getting if I don’t like added the value? product/serv ice? Persona 3 Does this solve my problem? How much How much does it cost? time will this take? What’s new?
  11. 11.  Why Optimise? CRO Foundation:  User personas  Buying phases Value proposition Calls to action Copy Personalisation with Sitecore Testing The Future
  12. 12. Value Proposition A promise of value to be delivered
  13. 13. • How you solve a customers problem or improve their situation • What are the benefits? • Why should they buy from you? (USP)
  14. 14. It’s for real people, so stop with all that jargon Revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the business life cycle ???
  15. 15. • Headline. What is the end-benefit. Attention grabber. • Sub-headline or a 2-3 sentence paragraph. What you do/offer and who’s it for. • Bullet points. Key benefits or features. • Visual. Images communicate much faster than words. Reinforce your main message.
  16. 16. Calls to Action
  17. 17. • Explain what the result is • Size, colour & position • Simplify • Create urgency
  18. 18. Copy
  19. 19. Talk to your customers
  20. 20. We’re the best?
  21. 21. About them not you…
  22. 22.  Why Optimise? CRO Foundation:  User personas  Buying phases  Value proposition  Calls to action  Copy Personalisation with Sitecore Testing The Future
  23. 23. Personalisation – Behaviour
  24. 24. Visit Data Being Tracked & Analysed
  25. 25. My Profile Being Updated Based on Behaviour
  26. 26. Site Reacting Based on Behavioural Profile
  27. 27. Home Page Personalisation
  28. 28. Personalisation – Rules Based
  29. 29. Picked Up Campaign and Extracted Search Terms
  30. 30. Product Enquiry
  31. 31. Moving Through Buying Phases
  32. 32. Click To Redeem on FB
  33. 33. Updated Content on Home Page
  34. 34. Further Updates Taking My Info
  35. 35.  Why Optimise? CRO Foundation:  User personas  Buying phases  Value proposition  Calls to action  Copy  Personalisation with Sitecore Testing The Future
  36. 36.  Why Optimise? CRO Foundation:  User personas  Buying phases  Value proposition  Calls to action  Copy  Personalisation with Sitecore  Testing The Future
  37. 37. The Future is…Contextual Personalisation “The circumstances that form the settings for a user which then enable relevant information to be delivered enhancing experience.”
  38. 38. Delivering relevant content which is driven by data –Recorded/provided –Behavioural –Location based sensors –Social
  39. 39. Trust is the currency
  40. 40. Location & Weather Data
  41. 41. Location & Event Data
  42. 42. Interested in a free site audit or Sitecore online demo? Email: hello@lab.co.uk
  43. 43. tom@lab.co.uk @TomHeadLab lab.co.uk @LabDigitalUK

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