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Website Personalisation DIY with Google Tag Manager - AllThingsData '18

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Slides from my talk at AllThingsData Tel Aviv, presented on May 2nd 2018. Learn how to use Google Tag Manager to set up an A/B testing and website personalisation engine.

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Website Personalisation DIY with Google Tag Manager - AllThingsData '18

  1. 1. Website Personalisation DIY with Google Tag Manager Johannes Radig @joradig
  2. 2. Who am I? 🤓
  3. 3. My evolution to man geek
  4. 4. Creativity CodeData Growth “Hacking” (where the magic happens)
  5. 5. What's this about? 🧐
  6. 6. Today, you’ll learn… (1) WHY? Personalisation? Why DIY? (2) WHAT? Intent Segmentation Split Testing (3) HOW?
  7. 7. (1.1) Why Personalisation ?
  8. 8. Personalisation as business driver Profit increases for businesses using personalisation by 20203 Say it influences their purchasing noticeable1 Businesses using personalisation saw major uplift2 1- InfoSys Genome Research, 2013 2- Econsultancy: Conversion Rate Optimization Report 2017 3- Gartner, 2016 59% 33% 15% # 🤑 💸
  9. 9. Through… Boosting Engagement Improving Conversion Rate Improving Customer Retention
  10. 10. (2.1) Why DIY?
  11. 11. 72 percent of CEOs agreed with the statement…. “[Marketers] are always asking for money but can rarely explain how much incremental business this money will generate” (Fournaise Marketing Group 2011) Photograph by Mario Tama — Getty Images
  12. 12. Personalisation Tool Dilemma? Option 1 Personalisation Tools Marketer Finance Marketer Finance ☹
  13. 13. Personalisation Tool Dilemma? DIY Option 2 Personalisation Tools Marketer Finance Marketer Finance 😁
  14. 14. Well, there’s that as well… Unlimited Traffic / Users / Segments / Campaigns No additional Tags required Free (as in 🍺 ) GDPR compliant
  15. 15. (2) What does it do?
  16. 16. What we can do… Andy Control Sue Test Notpersonalisedpersonalised What your dog deserves: only the best $8 $35 $385 Selected products for you What your pet deserves: only the best $35 $189 $385 Our range
  17. 17. Show a personalised (home)page to returning visitors Change the copy & images on your landing page based on the campaign / channel Create intent-based pop ups What your dog deserves: only the best $8 $35 $385 Selected products for you What your pet deserves: only the best $35 $189 $385 Our range Special offer for Labrador lovers! you@email.com Woof! What your kitten deserves: only the best $35 $189 $385 Our range What we can do…
  18. 18. (2) How?
  19. 19. The set up Andy Control Sue Test Notpersonalisedpersonalised What your dog deserves: only the best $8 $35 $385 Selected products for you What your pet deserves: only the best $35 $189 $385 Our range
  20. 20. The set up localStorage Andy Sue Selected products for you What your pet deserves: only the best $8 $35 $385 Not personalised personalised Selected products for you What your dog deserves: only the best $8 $35 $385 DO => TRACK => STORE =>
  21. 21. 1) Setting up Test & Control groups Random number between 0-9 Random number between 0-9 3 7 Test Control localStorage localStorage
  22. 22. 😳 … why 0-9 ? - Avoid biased selections / cross-contamination 👍 50% (Test) 50% (Control) Test 1 Test 2 A B
  23. 23. 😳 … why 0-9 ? - Avoid biased selections / cross-contamination 👍 - Run A - B - C tests 👍 👍 - Run A - B - A tests 👍 👍 👍 Test 1 Test 2 Control 0 1 2 3 4 5 6 7 8 9
  24. 24. Assigning random splitGroups No magic here 🤓 If splitGroup is not set already, new random number will be assigned Else, if set already, grab value from localStorage Push it to the dataLayer!
  25. 25. 2) Create Custom Dimensions in Google Analytics...
  26. 26. ...to make dimension available in GA
  27. 27. You just set up your own A/B testing tool.
  28. 28. (3) Segmenting by User Intent
  29. 29. Back to our animal lovers… www.yourpetshop.com/ products.html? utm_source=fb& utm_medium=ad& utm_campaign=cat-food-kitten Intent: Cat Food for Kittens What your dog deserves: only the best Intent: Dog Food for Labradors
  30. 30. What we can do with this... What your dog deserves: only the best $8 $35 $385 Selected products for you What your pet deserves: only the best $35 $189 $385 Our range Special offer for Labrador lovers! you@email.com Woof! Today’s focus What your kitten deserves: only the best $35 $189 $385 Our range Show a personalised (home)page to returning visitors Change the copy & images on your landing page based on the campaign / channel Create intent-based pop ups
  31. 31. (4) Personalising your Site
  32. 32. Example: Personalising your homepage for returning visitors (1) Define Intent Segments (2) Map to Landing pages 1 2 3 4 All pages containing ‘dog’ and ‘food’, e.g. mypetshop.com/food/dog/ All pages containing ‘cat’ and ‘food’, e.g. mypetshop.com/food/cat/ All pages containing ‘cat’ and ‘carrier’, e.g. mypetshop.com/carriers/cat/ All pages containing ‘dog’ and ‘kennel’, e.g. mypetshop.com/kennel/dog/ (3) Define Personalisation What your dog deserves: only the best $8 $35 $385 Selected products for you
  33. 33. (1) Capture Landing page Get Landing page path from Tag Manager Variable Calculate how many days ago landing page intent was set before If landing page has never been set, or >14 days, push to localStorage
  34. 34. (2) Map landing pages to intent segments Intent Segments Landing pages 1 2 3 4 All pages containing ‘dog’ and ‘food’, e.g. mypetshop.com/food/dog/ All pages containing ‘cat’ and ‘food’, e.g. mypetshop.com/food/cat/ All pages containing ‘cat’ and ‘carrier’, e.g. mypetshop.com/carriers/cat/ All pages containing ‘dog’ and ‘kennel’, e.g. mypetshop.com/kennel/dog/
  35. 35. (2) Map landing pages to intent segments 1 2 3 4
  36. 36. (3) Apply rule-based changes per segment If intent = X, change homepage text / image to Y
  37. 37. (3) …but only for your test group 🤓
  38. 38. Et voila! Food your dog deserves: only the best 1 2 3 4 Woof! Food your cat deserves: only the best Meow! A castle for your dog. Woof! Carry your cat like a queen Meow!
  39. 39. 20% Conversion uplift at Truly for returning visitors.
  40. 40. Summary 🚀 Increases relevancy & conversion Easy & free way to test personalisation and measure impact for your business GDPR Friendly Use to justify dedicated personalisation tool investment
  41. 41. Thank you! 🙌 Any questions, comments or feedback… @joradig 📧 johannes@growth-consultant.com All slides, code & tags as a GTM container 😍 : 👉 http://bit.ly/diy-atd18 or growth-consultant.com

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