This document discusses how personalized content can increase conversions by improving the customer experience. It provides examples of companies that use personalized content like Stitch Fix and Spotify. The benefits of personalized content include increasing engagement, conversions, and lead generation. Success is measured through metrics like conversion rates, time on site, revenue, and page views. The document outlines different types of personalization like relevance personalization, customer journey personalization, and CRM-driven personalization. It provides guidance on how to start a personalization strategy by focusing on a small audience, mapping the customer journey, and testing tools.

1. Yes, It’s Personal!How personalized content increases conversions
Kat Liendgens, Hannon Hill
@katliendgens

2. Lessons learned from

3. What we’ll cover
• What is personalized content?
• Where is it used?
• What are the benefits?
• How is success measured?
• What are the different types of
personalization?
• How to start

4. Real time customization of your site for
your visitors’ individual needs, with the
goal of guiding them through the
conversion funnel as smoothly as
possible
What is personalized content?

5. Where is it used?

6. What are the benefits?
 Increase visitor
engagement
 Improve customer
experience
 Increase conversion rates
 Increase lead generation

7. It’s everywhere
Stitch Fix Spotify

8. How is success measured?
 Changes in conversion
 Time on site
 Revenue
 Page views

9. Does It Work?
80%Of B2B marketers rated
personalized content as
‘more effective’ or ‘much
more effective’ than
generic marketing
collateral.

10. Does It Work?
 98% of marketers agree:
personalization advances
relationships
 88% realized a measurable increase
in results

11. Can personalized content work in higher ed?
58% of admissions counselors
reported that they failed to meet
their admissions goals for the
2015-2016 cycle
More than 30% of students applied
to 7 or more schools
More than 54% of applicants
visited your website more than 5
times

12. How does it work?
1. Organize content by personas
2. Link content to triggers
3. Push relevant info
4. Deliver content
5. Track results
6. Wash. Rinse. Repeat.
Organize content
Link content
to triggers
Push relevant
content
Deliver
content
Track results

13. Like Amazon, but for site content
Organize content Link content to
triggers
Push relevant
content
Deliver content Track results
These things are
alike
People that look at
those things, are
also interested in
this
Push for relevant
content
Content delivery It works!

14. Triggers
 Page views
 Visits
 Search terms
 Geolocation
 Device

15. What are the different types of personalization?
Relevance
Personalization
Customer Journey
Personalization
CRM-Driven
Personalization

16. Relevance Personalization
 Related programs
 Related content
 Geographic areas

17. Customer Journey Personalization
 Promote next steps
 Checklists
 Preferences

18. CRM Driven Personalization
 Request payment
 Connect with counselors
 Show bonus content

19. How to start
 Start small
 Find an audience
 Chart the journey
 Decide which tools can support the campaign
 Example:
 Audience: Prospective students
 Journey: College fair website homepage department page financial aid
admissions page application page prospective student portal
 Tools: CMS, Marketing Automation Platforms, Email Marketing Platform
 Run tests, then expand

20. Tools to use
 DIY: create your own system or
combination of systems to
facilitate the effort
 CMS: create process to deliver
content to visitors based on their
interests, geographic location, or
actions
 Specialized personalization
tools: new products are available
to facilitate personalized digital
experiences.

21. Recap
• Personalized content is here
• Strategy yields success
• How:
– Personas > Custom Content > Delivery > Measurement
• Personalization types:
– Relevance
– Journey
– CRM Personalization
• Start small & scale up

22. If you liked this, you’ll love these other titles from
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23. Questions?
@katliendgens
@hannon_hill
www.hannonhill.com Kat.liendgens@hannonhill.com
info@hannonhill.com

24. Resources
 https://conversionxl.com/blog/web-personalization/
 https://contently.com/strategist/2017/03/31/personalization-changing-content-marketing/
 https://www.forbes.com/sites/shephyken/2017/05/13/recommended-just-for-you-the-power-
of-personalization/#166314de6087
 http://www.evergage.com/blog/13-personalization-tactics-for-higher-education/
 http://www.ecityinteractive.com/blog/website-personalization-higher-education/
 http://www.convinceandconvert.com/content-marketing/targeted-content-the-holy-grail-of-
content-marketing/
 https://blog.kissmetrics.com/online-personalization/
 https://www.hannonhill.com/resources/blog/2015/targeted-content-what-is-it-and-why-
should-it-matter-to-you.html
 http://marketingland.com/ux-personalization-tools-168457
 https://www.widerfunnel.com/personalization-strategy/
 https://www.oho.com/blog/5-ways-website-personalization-can-solve-college-enrollment
 https://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/