Personalizing the web or mobile experience for your audience can seem like a daunting task. In this webinar, Whitney Littlewood (Director of Strategic Optimization) and Jon Noronha (Audiences Product Manager) walk you through how you can leverage Optimizely to create more relevant experiences for your target customers through a tour of practical use cases for a range of business goals.

1. How to Deliver Personalized Experiences
with Optimizely
Whitney Littlewood
Jon Noronha

2. Housekeeping Notes
Just a reminder:
● Chat box is available for questions
● There will be time for Q&A at the end
● We will be recording the webinar for future viewing
● All attendees will receive a copy of the slides and
recording of today’s webinar
#OptimizelyAudiences

3. How to Deliver Personalized Experiences
with Optimizely
Whitney Littlewood
Jon Noronha

4. #OptimizelyAudiences
Table of Contents
● The What and The Why
● Optimizely Audiences
● Customer Attributes
● Personalized Experiences (Use Cases)
● Getting Started

5. Don’t stop at the average best experience
create the very best experience!
#OptimizelyAudiences

6. #OptimizelyAudiences
Relevancy drives engagement
Retail Travel Media

7. #OptimizelyAudiences
Is “personalization” personal?
It depends…
● different types of attributes
● different appetites for personalization
● need to balance effort & impact

8. Broad Granular
#OptimizelyAudiences
Boost ROI
The sum of the best performing experiences is
greater the average.
Value

9. #OptimizelyAudiences
Types of Attributes
● Contextual
● Behavioral
● Demographic

10. #OptimizelyAudiences
Contextual
Contextual attributes are those that indicate the
current state of a visitor but they can change over
time.

11. #OptimizelyAudiences
Behavioral
Behavioral attributes are groupings based on a
current or past behavior.

12. #OptimizelyAudiences
Demographic
Demographic attributes are based on individual
characteristics available through first or third-party
data sources.

13. #OptimizelyAudiences
Map your decision tree
Direct Visitor Marketing
Channel
New ReNpeeawt Search Email Social
GeNoe/Twime Browser CGuesoto/Tmimere Interest
Use contextual
clues to create
relevant
experiences for new
visitors.
Use contextual,
behavioral or
demographic clues
for repeat visitors
and customers.
Use behavioral
clues to create a
symmetrical landing
page experience for
marketing channel
visitors.

14. #OptimizelyAudiences
Apply the 80/20 rule to your efforts
1:1 Personalization comes
with a cost:
● content creation
● ongoing management
Get 80% of the value with
20% of the effort!

15. #OptimizelyAudiences
Getting Started
1. Start with broadest groupings that display
different needs/behaviors.
2. Test to identify the best experience per
audience.
3. Deliver optimized experiences to key audiences
to drive continuous improved ROI.