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@caraharshman #CTAConf
“The Homepage”
is dead
by Cara Harshman
Call to Action
Conference 2016
@caraharshman #CTAConf
1998 was a big year.
@caraharshman #CTAConf
@caraharshman #CTAConf
@caraharshman #CTAConf
@caraharshman #CTAConf
@caraharshman #CTAConf
If we have 4.5
million customers,
we shouldn’t have
one store. We
should have 4.5
million stores.
-Jeff Bezos, 1998
“
@caraharshman #CTAConf
We
think
you’d
like…
glowy
shit.
@caraharshman #CTAConf
Today, most
websites still say
come one come
all.
@caraharshman #CTAConf
As marketers, we
reveal our secret
tips & tricks then
use said tips &
tricks to beat
each other.
@caraharshman #CTAConf
From this
for
everyone…
@caraharshman #CTAConf
To this for
Sony…
@caraharshman #CTAConf
And this
for Target.
@caraharshman #CTAConf
And this
for the
New York
Times.
@caraharshman #CTAConf
And this
for retail
companies.
@caraharshman #CTAConf
And this
for travel
companies.
@caraharshman #CTAConf
And this
for the
afternoon.
@caraharshman #CTAConf
And this
for 3 am.
@caraharshman #CTAConf
We went from
1 homepage
to 26+
personalized
homepages.
This
To this
1.WHY?
2.WHAT?
3.HOW?
@caraharshman #CTAConf
1.
WHY
REDESIGN &
PERSONALIZE?
@caraharshman #CTAConf
FIND THE
GLOBAL
MAXIMUM
@caraharshman #CTAConf
@caraharshman #CTAConf
We were
here.
@caraharshman #CTAConf
We were
here.
We wanted
to get here.
@caraharshman #CTAConf
SUPPORT
ACCOUNT-BASED
MARKETING
@caraharshman #CTAConf
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN
@caraharshman #CTAConf
WHO ?
WHAT ?
WHERE ?
ACCOUNT-
BASED
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN
@caraharshman #CTAConf
SHOW
INSTEAD OF
TELL
@caraharshman #CTAConf
@caraharshman #CTAConf
I love it but...
@caraharshman #CTAConf
How do we
show the
value?
@caraharshman #CTAConf
The
“What’s
going on
here?”
Button
@caraharshman #CTAConf
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
@caraharshman #CTAConf
2.
WHAT DID
WE CHANGE?
@caraharshman #CTAConf
CREATED 26
AUDIENCES
INSTEAD OF 1
@caraharshman #CTAConf
Audiences
should be:
↣ Identifiable
↣ Valuable
↣ Differentiated
@caraharshman #CTAConf
Geography IndustryEngaged
visitors
Named
Accounts
BEHAVIORAL DEMOGRAPHIC
@caraharshman #CTAConf
DESIGN
THE PAGE
TO BE
PERSONALIZED
@caraharshman #CTAConf
This
To this
@caraharshman #CTAConf
If you want to
personalize a page,
you need to make
space for
personalized
content.
@caraharshman #CTAConf
Hero Image
Headline
Calls to Action
Personalization
Boxes
@caraharshman #CTAConf
Section
headline
Customer logos
and quotes
@caraharshman #CTAConf
Relevant
content and
events
Calls to Action
@caraharshman #CTAConf
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
@caraharshman #CTAConf
3.
HOW
DID IT
PERFORM?
@caraharshman #CTAConf
@caraharshman #CTAConf
When
personalizing,
it’s still
important to
measure.
@caraharshman #CTAConf
Qualitative
Impact
holy shit!
-teespring
“ ”
@caraharshman #CTAConf
Qualitative
Impact
@caraharshman #CTAConf
B
A
- 1.5% engagement
- 113% views of Solutions page
- 117% starts account-create
process
- No effect down funnel on leads
Quantitative
Impact
@caraharshman #CTAConf
HOW?
1. Measuring proves its
working or not working
2. It opens up so many
opportunities for testing
and discovery
@caraharshman #CTAConf
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 ?
@caraharshman #CTAConf
here rests
“The Homepage”
1998-2016
survived by
“many a homepage”
@caraharshman #CTAConf
Thank You!
bit.ly/caraCTAconf

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