The Homepage is Dead

@caraharshman #CTAConf
“The Homepage”
is dead
by Cara Harshman
Call to Action
Conference 2016

1998 was a big year.

If we have 4.5
million customers,
we shouldn’t have
one store. We
should have 4.5
million stores.
-Jeff Bezos, 1998
“

We
think
you’d
like…
glowy
shit.

Today, most
websites still say
come one come
all.

As marketers, we
reveal our secret
tips & tricks then
use said tips &
tricks to beat
each other.

From this
for
everyone…

To this for
Sony…

And this
for Target.

And this
for the
New York
Times.

And this
for retail
companies.

And this
for travel
companies.

And this
for the
afternoon.

And this
for 3 am.

We went from
1 homepage
to 26+
personalized
homepages.
This
To this

1.
WHY
REDESIGN &
PERSONALIZE?

FIND THE
GLOBAL
MAXIMUM

We were
here.

We were
here.
We wanted
to get here.

SUPPORT
ACCOUNT-BASED
MARKETING

WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN

WHO ?
WHAT ?
WHERE ?
ACCOUNT-
BASED
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN

SHOW
INSTEAD OF
TELL

I love it but...

How do we
show the
value?

The
“What’s
going on
here?”
Button

WHY?
1. Learn more about ABM:
view Engagio Slideshare
on ABM
2. Read ConversionXL and
HelpScout on “Local
Maximum”
3. Do a 5-second value audit
on your website

2.
WHAT DID
WE CHANGE?

CREATED 26
AUDIENCES
INSTEAD OF 1

Audiences
should be:
↣ Identifiable
↣ Valuable
↣ Differentiated

Geography IndustryEngaged
visitors
Named
Accounts
BEHAVIORAL DEMOGRAPHIC

DESIGN
THE PAGE
TO BE
PERSONALIZED

This
To this

If you want to
personalize a page,
you need to make
space for
personalized
content.

Hero Image
Headline
Calls to Action
Personalization
Boxes

Section
headline
Customer logos
and quotes

Relevant
content and
events
Calls to Action

WHAT?
1. Define Audiences →
optimize.ly/p13n-template
2. Content: Print out
homepage, circle areas you
can personalize w/ content
3. More details →optimize.ly/
homepage-story

3.
HOW
DID IT
PERFORM?

When
personalizing,
it’s still
important to
measure.

Qualitative
Impact
holy shit!
-teespring
“ ”

Qualitative
Impact

B
A
- 1.5% engagement
- 113% views of Solutions page
- 117% starts account-create
process
- No effect down funnel on leads
Quantitative
Impact

HOW?
1. Measuring proves its
working or not working
2. It opens up so many
opportunities for testing
and discovery

MY CTA:
ASK
YOURSELF
3. Where is the best
place to deliver this
message?
1. Who are my most
important customers?
2. What can I say/do to
show them how
important they are ?

here rests
“The Homepage”
1998-2016
survived by
“many a homepage”

Thank You!
bit.ly/caraCTAconf

The Homepage is Dead

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