Visitors increasingly expect a personalized experience from the website they interact with. This webinar explores personalization opportunities to help elevate your brand experience, increase key conversions, and provide specific content to your different audience segments. We’ll take a practical approach to planning for web personalization and identify the important prerequisites for getting it right.
What You Will Learn
• The connections between web personalization, content strategy, information architecture, and analytics.
• The benefits, opportunities, challenges, and risks of web personalization for education institutions.
• The technical infrastructure necessary to support web personalization.
• How to begin planning for web personalization on your website.
2. • 50 minute webinar + 15 minutes for questions and answers
• Ask questions through the Zoom Control Panel
• Tweet during the webinar with #mStonerNow
• Please fill out the post-webinar evaluation
• Check your inbox later this week for the webinar recording and slide deck
The Plan
6. The Answer:
35% of revenue generated by
personalized recommendations.
Source: http://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers
9. Web personalization results in the delivery of relevant
and tailored content and navigation to meet the unique
needs of specific individuals or audience segments
based on their demographics, behaviors, and actions.
PERSONALIZATION
10. Vincent O’Malley, TERMINALFOUR
“What do I do to stop my rage,
when everyone wants to be on the homepage?
There’s a solution I use; maybe you do as well?
It’s the wonderfully accommodating carousel.”
https://www.terminalfour.com/blog/posts/-the-web-content-merry-go-round-.html
17. Overview
Browser Location
From a server variable
Browser location
Value:
“New Zealand” or “Australia”
Segment
Browser location
Value: “Fiji”
Course search cookie
Value: “Undergraduate”
“Undergraduates,
Fiji, OZ & NZ”
Persona
Course Search
From a cookie
18. Our Terminology
Visitor:
A user visiting the site
Indicator:
Single type of data collected on
the visitor to base the segment on
Segment:
A named subset of the indicator
data
Persona:
A named collection of segments
used to describe a possible visitor
Personalized content:
Content that is written / produced
for a particular persona
26.
–
• Single content management
system
• Has a flexible set of defined
templates
• Content re-use strategy
implemented
• Structure for media file
management
• Structure for media file
management
• Defined taxonomies for
content re-use
• Naming conventions for
content
–
• Established authority for
who owns top level website
content
• Senior leadership are
committed to the plan
• Resources are in place
dedicated to creating
content and managing the
website
• Processes and workflow to
manage content are in
place
• Wild west has been (mostly)
tamed
–
• Content policies, processes,
and guidelines are in place.
• Information architecture
planning and
implementation takes place.
• Editorial calendars are in
place to keep content
updated
• Content creators have
training in key aspects of
content creation
Content Strategy: Governance:Content Management:
32. 32
Segment
POSSIBLE SEGMENTS
Geographic
Device or browser
Frequency and recency
Visitors to key areas
(landing pages, programs)
Demographic
• Audiences
• Narrowfocus
• Highestvalue
• ValidatewithGoogleAnalytics