This document discusses best practices for personalizing websites to improve customer experience and profits. It recommends personalizing the website within the first 2/10ths of a second to match user intent and purpose. Examples are given of how to personalize based on context like location, behavior and time of day. The document advocates treating the website like a salesperson by giving a warm welcome, preventing bounces, building trust over time, and using progressive calls to action. It outlines how Acquia personalizes through progressive profiling on forms and personalized messaging, and provides tips for setting goals, executing personalized content, measuring results, and adjusting based on outcomes.

1. Best Practices in
Website Management,
P a rt 2 : Ho w t o Ma ke Yo u r S it e
P e rso n a l & P ro f it a b le
1

2. Introductions
Tom Wentworth,
Chief Marketing Officer
@twentworth12
2
Kate Fogarty,
Sr. Manager Digital Marketing
@katefogarty

3. Special guest
Karl Wirth
Chief Executive Officer/Founder, Evergage
@wirthkarl
3

4. What You’ll Learn
• Why personalization matters
• How to start personalizing your website
• What Acquia is doing today with
personalization
4

5. In Person,
You Have SEVEN SECONDS
to Make a Great
FIRST IMPRESSION
5
Source: NYU Graduate School of Business

6. But on the web you have 2/10ths of a
SECOND
6
Source: Missouri University of Science and Technology

7. Match Intent to Purpose
7
Source: Occam's Razor

8. And That’s Called Personalization
8

9. Personalization Happens in the Real
World
•
•
•
•
9
Gender
Age
Style
Brands

10. 10

11. 11

12. One Million
Dollars
12

13. CONTE
XT
Right content
Right place
Right time
13

14. Despite the
successes,
almost
everyone
sucks
at this.
14

15. CONTEXT IN
example: flights to London
ACTION
15

16. 16

17. HERE,
TOO!
AND HERE!
17
PRE-SELECTED
DESTINATION

18. RELEVANT
IMAGE
18

19. PRE-SELECTED
BOSTON ORIGIN
19

20. CONTEXT IN
example: flights to London
ACTION
20

21. 21

22. WHERE’S
BOSTON?
WHERE’S
LONDON?
22

23. IRRELEVANT
PROMOTION
ANOTHER ONE!
23

24. …But Personalization Must Account for
Context
WHAT?!?!?!
24

25. CONTE
XT
Right content
Right place
Right time
25

26. context =
experience
engagement
Context depends on:
-Geography
-behavior
-Intent
-Device
-Time of day
26

27. Personalization is Critical to Customer
Experience
27

28. What Do Visitors Look at First?
• Logo
• Main
Navigation
• Hero Image
• Search
• Content
28
Source: Missouri University of Science and Technology

29. Now what should I do?
29

30. IF YOUR
WEBSITE WAS A
SALESPERSON,
HOW WOULD IT
BEHAVE?
30

31. GIVE A WARM AND RELEVANT WELCOME
31

32. Very low
conversion
from Pinterest
channel
32

33. B
RELEVANT
WELCOME
3x increase in
revenue from the
Pinterest channel.
33

34. Who else?
34

35. RELEVANT
WELCOME
Carting rate has
increased 162%
since launching
this modal.
35

36. HELP PEOPLE TAKE ANOTHER LOOK
36

37. B
Wanted to increase
time on site.
37

38. B
BOUNCE
PREVENTION
10x increase in time on
the site over the control
group
38

39. People leave without
anyone talking to them
39

40. BOUNCE
PREVENTION
2x increase over the
control group ultimate
capture of email
40

41. BUILD TRUST OVER TIME
41

42. 42

43. GENERATE
INTEREST
43

44. CLOSE THE DEAL!
44

45. Static CTA
Wasted Real-Estate
45

46. PROGRESSIVE
CALL TO ACTIONS
333% increase in
conversions to demo
request compared to not
switching out the CTA
46

47. HOW CAN YOUR SITE BEHAVE
LIKE A CONSULTATIVE SALESPERSON?
47

48. How Acquia Personalizes/Targets
• Progressive profiling on forms
• Evergage for personalized messaging
48

49. Progressive Profiling
• Recognize your users
• Help them get what
they want
49

50. Targeting and how to start
• Set goals
• Example: Drive additional webinar leads
50

51. Make your plan
What can I do to better engage users?
51

52. Execute
52

53. Measure/track success
• The week this ran
Impressions
Clicks
Conversions
1300
86
9
10% Conversion rate
53

54. Adjust
• How do I make this better?
• Will changing copy help?
• What do I target next?
54

55. Live Demo
55

56. Summary
• Why personalization is important
• How others are doing it today
• How Acquia is doing it today
56

57. Thanks!
Questions/Comments?
57