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Strategic personalization: Better process, better insights, better sales.

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Today, the best marketing tools are making it easier and easier to do personalization. But what too many marketers are missing is the strategy behind personalization.

In this slide deck, optimization thought-leader, Chris Goward, teams up with Optimizely Strategy Consultant, Hudson Arnold, to show you how strategic thinking, thoughtful experimentation, and a powerful tool can deliver the most effective personalized experience for your users.

You’ll learn:
- How experimentation and personalization work together to provide validated, customized user experiences
- Frameworks and processes that will enable you to leverage personalization as a powerful user motivator
- How you can leverage Optimizely X to implement a proven personalization strategy

Published in: Marketing
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Strategic personalization: Better process, better insights, better sales.

  1. 1. Profitable ‘A-ha!’ moments everyday.™
  2. 2. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Strategic Personalization: Better process, better insights, better sales.
  3. 3. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Before we get started. . . • This presentation deck and recording will be available to you after the webinar • Use the General Chat panel to ask questions or make comments in real time • Stay to the end for the chance to win a free digital copy of You Should Test That! Type question here
  4. 4. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold • Developed the LIFT Model®, PIE Framework, and Infinity Optimization Process™ • Keynotes at conferences and seminars around the world • Author of You Should Test That! (Get a free chapter at: YouShouldTestThat.com) Chris Goward, Founder & CEO, WiderFunnel Hudson Arnold, Strategy Consultant, Optimizely • Develops cutting-edge personalization and experimentation strategy for Optimizely’s customers and partners • Works with small agencies, to Fortune 100 conglomerates, and in every vertical, from B2B to retail
  5. 5. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold
  6. 6. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold What’s the best button color?
  7. 7. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold What’s the average conversion rate in my industry?
  8. 8. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Average conversion rates are meaningless. Switzerland on average is flat.
  9. 9. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold The marketing customization spectrum Mass Segmentation Personalization
  10. 10. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold
  11. 11. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold
  12. 12. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold TM LIFT Model (Note: For  more  info,  google  “WiderFunnel  Lift”)
  13. 13. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Relevance: No mention of Spa vacation in text or imagery.
  14. 14. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold +26% +32%
  15. 15. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Scent Trails (aka. Information Foraging Theory) “Information scent cues play an important role in guiding users to the information they seek.” - Peter Pirolli et al. 1999
  16. 16. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Personalization helps solve a problem
  17. 17. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold But personalization programs often fail.
  18. 18. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold • Ad hoc implementation of off-the-shelf features • Poor personalization insights • Lack of rigorous process • Lack of resources to sustain it Why do personalization programs fail?
  19. 19. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold What makes a great personalization program?
  20. 20. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold It uses a rigorous process to build personalization structures based on tested customer insights.
  21. 21. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Infinity Optimization Process
  22. 22. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Three types of personalization insights in your data 1. Deductive How can general theories apply to this situation? 2. Inductive Which specific behaviours of my users are general insights? 3. Self-selected How can I gather information directly from my users?
  23. 23. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Affiliate Offer Area The website ranks well in search for thousands of DMV-related keywords. The affiliate offer area is a primary area of focus (representing 90% of company revenue).
  24. 24. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Insurance Funnel
  25. 25. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold
  26. 26. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold +7.34%  Revenue  Lift
  27. 27. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold The LIFT Model™ (Note: For  more  info,  google  “WiderFunnel  Lift”) Anxiety Distraction Relevance Clarity Urgency
  28. 28. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Relevance: This social proof is not specific to their location.
  29. 29. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold A B
  30. 30. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold A B ê 5.4%
  31. 31. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold
  32. 32. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Personalization is a hypothesis until it’s tested
  33. 33. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold State segmented results range: -60% to +70%
  34. 34. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Three types of personalization insights in your data 1. Deductive How can general theories apply to this situation? 2. Inductive Which specific behaviours of my users are general insights? 3. Self-selected How can I gather information directly from my users?
  35. 35. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold
  36. 36. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Self-Selection Personalization: Ask your prospects to tell you about themselves. Then, test the best marketing approach for each segment.
  37. 37. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold I  have  early  stage  disease. I  have  late  stage  disease. I  manage  the  disease  while  working. I  am  a  physician  treating  the  disease. I  work  at  a  hospital  treating  the  disease. Healthcare Company
  38. 38. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold You Should Test: 1. What are the best segments? 2. What are the best offers for each segment? Healthcare Company
  39. 39. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Result: A series of A/B tests that more than doubled their lead gen conversion rate
  40. 40. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Deductive Research: Find a persuasion principle that may apply and test whether it works in this situation.
  41. 41. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold
  42. 42. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Consistency Principle We like to keep consistent what I think, say and do, and will change to ensure this is so. - Cialdini, Influence.
  43. 43. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold
  44. 44. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Conversion Rate: +1.97% Average donation value: +3.07% Revenue per visitor: +5.10%
  45. 45. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Regular donor Occasional donor First-time donor Non- responders 14% of visitors 68% of donors
  46. 46. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Where do these ideas come from? The Explore process generates an unending stream of them.
  47. 47. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Infinity Optimization Process
  48. 48. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Explore Views data through the lens of the customer experience. Generates surprising customer insights to be validated.
  49. 49. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Explore
  50. 50. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Inductive Research: Analyze segments within your test results for personalization insights.
  51. 51. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold • Disaster relief organization • Entering tax donation season Goals • Lift donation conversion rate and average donation value How?
  52. 52. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Relevance: Headline does not mention “donation” Clarity: Eye flow is disjointed with mis- aligned content Clarity: Start of form is pushed down the page Value Proposition: Lowest donation amount pre-selected Clarity: 2-column form Clarity: cc number and billing information are separated Anxiety: Many fields shown at once Value Proposition: No testimonials for credibility Clarity: No hover state on the CTA
  53. 53. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Variation A – Long Copy
  54. 54. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Variation B – Form Focused
  55. 55. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Variation C – Momentum
  56. 56. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Which one won? A B C
  57. 57. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Overall winner é 12.4% Donation Revenue Lift
  58. 58. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold During Typhoon Haiyan Crisis X ê 15.7% Donation Decrease
  59. 59. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Infinity Optimization Process
  60. 60. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Validate Confirms and creates new insights using rigorous A/B testing.
  61. 61. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Validate Results analysis for insights is extremely important.
  62. 62. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold For ‘Search Campaign’ Segment é 10.6% Donation Revenue Lift
  63. 63. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold For ‘Search Campaign’ Segment During the Crisis é 42.1% Donation Revenue Lift
  64. 64. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Infinity Optimization Process
  65. 65. © 2007-2016 WiderFunnel Marketing Inc. @chrisgoward @hudson_arnold Three sources of personalization insights 1. Deductive How can general theories apply to this situation? 2. Inductive Which specific behaviours of my users are general insights? 3. Self-selected How can I gather information directly from my users?
  66. 66. Learn more with the free Mastering Personalization guide Download now: www.WDRF.NL/personal Or email: iwant@WiderFunnel.com
  67. 67. Operationalizing Personalization Hudson Arnold Strategy Consultant, Optimizely @hudson_arnold hudson@optimizely.com
  68. 68. Audience Strategy
  69. 69. Retention & Upsell Bundle Strategy Value Propositions START BY REVISITING YOUR FUNDAMENTALS Personas Customer Journey Model Promotions
  70. 70. LAYER ON MORE TACTICAL AUDIENCES LEFT- & RIGHT-BRAIN QUALITATIV E ANALYTICS
  71. 71. WHAT TECHNICAL SIGNALS CAN WE LEVERAGE? CONNECT CONCEPT TO TACTIC Viewed 2 Products, Didn’t Buy Keyword contains ‘discount’ Most frequently viewed category DMP + Uploaded Lists Abandoned Checkout Data Warehouse (Customer ID Geo-Targeting) Came from Ad Campign = Gift Technical Signal Consideration-Stage Wantsadiscount Preferenceforaspecific producttype High-Propensity Needsapush VIPMember UrbanLocation ShoppingforaGift Audience Characteristic
  72. 72. PRIORITIZE, PRIORITIZE, PRIORITIZE PURSUE VARIETY OF AUDIENCES, MAXIMIZE REACH/QUALITY Obvious Need Large Need for Creativity Granular Visitor Cohort; New, Returning, Active, Loyal Large Geos; Coastal Urban, State, Key Cities Browsed Twice; Product Category Past Purchasers Second Priority
  73. 73. Step 1: Create Your Audience Strategy
  74. 74. Personalization Technology
  75. 75. Rules Based vs. Automated Personalization Tactics
  76. 76. Rules Based vs. Automated Personalization Maturity Scale
  77. 77. Achieve ‘Deep Reach’ With Campaign Design Multi-Threaded Campaigns
  78. 78. Crawl Before you can Walk
  79. 79. PHASED INTEGRATION OF PERSONALIZATION CRAWL, WALK, RUN 0-12 weeks BuildPhase 1 months 12-24 BuildPhase 3BuildPhase 2 months 3-12
  80. 80. Platform Implementation Simple Audiences Starter Campaigns, Limited Integration of Testing + Personalization Phase 2 Planning REACH: 0-15% PAGES: 1-3; only most critical ROI points # CAMPAIGNS: 2-5 AUDIENCES: Natively available, simple, large, simple conditions; Metro, Single Behaviors TACTICS: Modules (lightboxes), image swaps, little testing 0-12 weeks Bu ild Phase 1 PHASED INTEGRATION OF PERSONALIZATION CRAWL, WALK, RUN
  81. 81. Integration with 1st & 3rd Party Data More Campaigns Integration of testing & Personalization workflows More advanced use cases Phase 3 Planning Bu ild Phase 2 months 3-12 PHASED INTEGRATION OF PERSONALIZATION CRAWL, WALK, RUN REACH: 30-60% PAGES: Multiple campaign/audiences on top ROI pages # CAMPAIGNS: 10-20 ongoing campaigns AUDIENCES: Target intersecting audiences, 3rd & 1st party data used, more and complex behaviors TACTICS: Experiments drive campaign execution and iteration
  82. 82. Full system integration Ongoing improvement New audience strategy Use cases continually iterated Web personalization data feeds email and ad deployment Bu ild Phase 3 months 12-24 PHASED INTEGRATION OF PERSONALIZATION CRAWL, WALK, RUN REACH: 75-100% PAGES: Most pages, multiple elements per page # CAMPAIGNS: 25+ ongoing personalization campaigns iterated on AUDIENCES: Old audiences iterated, new granular audiences TACTICS: Fully expressive strategy
  83. 83. Learn more with the free Mastering Personalization guide Download now: www.WDRF.NL/personal Or email: iwant@WiderFunnel.com
  84. 84. Delivering profitable ‘A-ha!’ moments everyday.™

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