The document discusses strategies for transforming Drupal websites from static to engaging platforms, emphasizing the importance of content personalization and real-time user engagement to improve conversion rates. Key methods include understanding buyer personas, conducting content audits, and leveraging the Evergage module to personalize content without requiring development resources. The document highlights case studies showing significant increases in metrics such as revenue and conversions through personalized web experiences.

1. Transforming
Drupal Sites from
Static to Engaging

2. Adam Waid
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Marketing Director at Mediacurrent
5 years of Drupal experience
200% increase in leads in 2012
Expert in lead management/grading
with marketing automation software
Karl Wirth
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CEO/co-founder of Evergage
2.5 years Drupal experience
Dedicated to improving online conversion
Led product and marketing at Red Hat,
Sentillion, and RSA Security.
Physics degree from Harvard

3. Mediacurrent
We build highly impactful open-source technology-based websites that help
organizations with their online presence.
Design
mediacurrent.com
Development
Support

4. Real-time web personalization
Increase conversion rates at each stage of the customer lifecycle
Respond to behavior in real-time during the digital experience.
All without IT or development resources
www.evergage.com

5. Agenda
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Optimizing your content strategy
What is content personalization?
Lead Nurturing
Web Conversion Playbook
How to do this in Drupal without Development

6. Content
Strategy

7. Increasing online competition
Growing complexity from a
myriad of devices

9. One Size
Does not
Fit All

10. Buyer Personas

11. Buyer Personas

12. ● What are their demographics?
● What are their interests?
● Who influences their product
choices?
● What are their goals or
problems to be solved?
● Where do they look for
information about your product
category?
● What type of information do
they want?

13. Buyer Personas

14. Content Audit

15. Low Conversions?
One or more of the following:
● Not finding what they're looking for.
● You haven't given users a “next step.”
● Your message isn't compelling.

16. Lurkers?
Personalize content even
for unknown visitors.

17. Real-time
Personalization
Secrets

18. YOUR WEBSITE CAN (AND MUST) BE
YOUR BEST SALESPERSON
@evergage

19. GIVE A WARM AND RELEVANT
WELCOME
@evergage

20. 3x increase in revenue from the Pinterest channel.
B

21. Carting rate has increased 162% since launching this modal.

22. Right in your backyard
today. Come on by!
Get driving directions here
@evergage

23. HELP PEOPLE TAKE ANOTHER LOOK
@evergage

24. 10x increase in time on the site over the control group
B

25. 2x increase over the
control group ultimate
capture of email

26. This is what you’ll be missing:
@evergage

27. BUILD TRUST OVER TIME
@evergage

28. … increased leads generated by 7%.

29. Welcome back. Enter your email to hear the latest from DrupalCamp:
@evergage

30. @evergage

31. “I’ve never seen a conference
attended by such intelligent
and powerful people. Your
best leads are here.”
- Karl Wirth, Evergage, Sponsor 2013
@evergage

32. CLOSE THE DEAL
@evergage

33. Static CTA
Wasted Real-Estate

34. 333% increase in conversions to demo request compared to not switching out the CTA

35. IN-CONTEXT
UPSELL
3% of people shown this
message signed up as
leads for the upsell.
“This is a game-changer for
the hosting business” - EIG

36. SELL SPONSOR
Only 1 Sponsor Slot Left
And 300 people registered
Call Julie now to secure it!
(800)452-1244 x207

37. SELL ATTENDEE
WHO HAS VISITED
THREE TIMES
300 people registered
Don’t miss out!
Email us here

38. MAKE SUCCESSFUL
@evergage

39. HELP A LOGGED-IN
USER
300 people registered
Don’t miss out!
Email:
You haven’t proposed a session. Click here to propose.

40. How to Do This
(Easily & w/o Dev)

41. Personalize Drupal
Evergage Drupal Module

42. Personalize Drupal
In less than 30 minutes
First 30 minutes
● Drop in Javascript (like Google Analytics)
● Create first set of messages from templates
○ Based on geo, search term, referrer,
○ Based on time on site, time on page, # visits
Next few hours
● Track clicks and behavior
● Make CTAs behavior-based

43. Personalize Drupal
Without a developer

44. Thank You!
Questions?
firstname.lastname@mediacurrent.com
kwirth@evergage.com
@Mediacurrent
@Evergage
Mediacurrent.com
Evergage.com
slideshare.net/mediacurrent