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Increase Conversions on Content Rich Websites Using Personalization
The document discusses strategies to increase conversions on content-rich websites, emphasizing the importance of real-time personalization and understanding visitor personas. It identifies key challenges faced by content marketers, such as creating engaging and targeted content, and offers techniques for leveraging data to enhance content relevance. The conclusion stresses the need for ongoing measurement and analysis to foster a dialog with visitors, rather than a one-sided approach.
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Increase Conversions on Content Rich Websites Using Personalization
- 1. How to IncreaseConversions on Content Rich Websites
- 2. DAVID CUNNINGHAM DIRECTORof MARKETING @gdc75 linkedin.com/in/gdavidcunningham INTRO. KARL WIRTH CEO/FOUNDER @wirthkarl linkedin.com/in/karlewirth #personalizecontent
- 3. WHO WE ARE. #personalizecontent
- 4. Evergage enables marketersto increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT. #personalizecontent
- 5. #personalizecontent Percussion Software'saward-winning web content management system is used by higher education, government agencies, financial institutions, and businesses to create engaging, effective content that looks great on any device.
- 6. AGENDA. Thechallenges of content marketers today How to keep great content from getting lost on your content rich website Personalization techniques that increase conversion rates #personalizecontent
- 7. #personalizecontent CHALLENGES CONTENT MARKETERS FACE TODAY.
- 8. 1. PRODUCING CONTENTTHAT ENGAGES. #personalizecontent
- 9. 2. CREATING TARGETED CONTENT. #personalizecontent
- 10. 3. GENERATING ENOUGH CONTENT. #personalizecontent
- 11.
- 12. #personalizecontent Your audiencewill consume around three pieces of content on your website for every one piece you can realistically complete and deliver. – Forrester Research
- 13. #personalizecontent SOLVE THISWITH REAL-TIME WEB PERSONALIZATION.
- 14. #personalizecontent BUT FIRST,UNDERSTAND YOUR AUDIENCE...
- 15. KNOW WHO YOUARE TALKING TO. Understand your visitor personas then capture their attention.
- 16. #personalizecontent PERSONALIZATION AND CONTENT MARKETING.
- 17. USE DATA TODRIVE RELEVANCE. Attributes Behavior Context
- 18. PERSONALIZE FROM SEARCH. Bring relevant content to the surface based off PPC keywords in Google and search terms elsewhere.
- 19. RELEVANT CONTENT BYCATEGORY.
- 20. RELEVANT CONTENT BYAUTHOR.
- 21. MAXIMALLY RELEVANT HERO 1 2 3
- 22. MAXIMALLY RELEVANT HERO 4 5 6
- 23. BRING BLOG READERSTO YOUR WEBSITE 1 2 3
- 24. RESPOND TO INACTIVITY. By promoting engaged visitors to the next relevant article.
- 25. GIVE A RELEVANTSECOND CHANCE. 10x increase in time spent on site.
- 26. TURN A READERINTO A SUBSCRIBER. Promote the right CTA at the right time.
- 27. BUT DON’T STOPTHERE! If a visitor clicks, show them something new!
- 28. HOW TO DETERMINE?JUST ASK!
- 29. CAPTURE BEHAVIOR (visuallyout of the site) UNDERSTAND PERSONA – INTENT #personalizecontent RESPOND IN REAL-TIME Per-Visitor, User, Account Anonymous to Named Clickstream, Context, Tags Time on page and in category Progress in funnel Attributes, Transactions Form Fields, Surveys History from other systems Set up rules to segment Analyze differences amongst segments Visually browse site and target communications. Personalize site in <300ms
- 30.
- 31. RELATIONSHIP: Visit occasionally PERSONA: Personal investor INTENT: Read 1 article then leave 1. UNDERSTAND PERSONA-INTENT 2. RESPOND Comes in deep-linked to article Spends 5 minutes reading, leaves Take a tour of MarketWatch. See what else we can offer. Start ›
- 32. WHAT WE AREDOING. Progressive interaction with our visitors
- 33.
- 34. Define yourpersonas Create great content for your personas Personalization is a dialogue, not a monologue Measure and analyze What are you waiting for? #personalizecontent
- 35. Q&A www.percussion.com Learnmore about Percussion at www.percussion.com twitter.com/percussion linkedin.com/company/percussion-software facebook.com/percussionsoftware #personalizecontent www.evergage.com Free Real-Time Personalization Resources: www.evergage.com/resources See a Demo of Evergage www.Evergage.com/demo twitter.com/evergage linkedin.com/company/evergage
Editor's Notes
- #2 David to intro.
- #4 Karl will speak here
- #5 Karl will speak here
- #6 David speak here
- #8 Karl will speak here
- #9 Dan? As a company or marketing team, you can make the decision that content is important and give it staff and a budget, but you can’t create it for the sake of creation If content is going to drive business, it has to connect with your audience so that they want to stay on your website and keep interacting with you
- #10 Karl speak here In order to create content that engages, there has to be something about it that speaks to your audience When your content is a conversion tool, it has to speak to the specific needs of your ideal buyer Humans are great at filtering out information they don’t immediately recognize as critical or relevant—you know this for a fact if you’ve ever tried talking to a teenager If you have multiple buyer personas, targeting visitors with the right message gets a little more challenging because you have to create content for each of them, and then make sure they see it when visiting your site
- #11 Karl speak here Even as content marketing has grown, many marketing teams still struggle to produce as much content as they think they will need to move the needle in the right direction Quality and relevance are important, it’s not just about quantity But it’s an ongoing effort that gives repeat visitors a reason to keep coming back until they are ready to become customers—one blog post, one white paper is rarely enough to feed that relationship
- #12 Dan? If generating enough content is not a problem, chances are you’re on the other end of the spectrum: You have great content and lots of it, and enough so that really great content gets lost in the shuffle and never reaches its intended audience We’re all extra impatient on the web, and want both the ability to get plentiful information on any subject, and also to get exactly what we want as quickly as possible—you don’t want visitors to your site having to work hard to find information once they get there—the good stuff should rise to the top. Marketers can use personalization to help filter for only what the audience is interested in
- #13 Karl speak here
- #14 Karl wrap up and do transition
- #15 Dan to talk here.
- #20 Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
- #21 Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
- #22 Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
- #23 Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
- #24 Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
- #26 Welcome new or returning visitors and point out relevant content based on referring source or past behavior. Keep visitors engaged by introducing other relevant content!
- #27 Dynamic CTAS! Don’t waste valuable real estate on irrelevant sliders or out of date CTAs. Promote the right CTA for each visitor at the right time.
- #28 Dynamic CTAS! Don’t waste valuable real estate on irrelevant sliders or out of date CTAs. Promote the right CTA for each visitor at the right time.
- #30 What does it take to do this Understand big data Respond in real-time Convert better Karl to talk here David will jump in with his own examples
- #31 RPI – Karl, please add any additional methodology slides after
- #32 Karl to talk here Dan will jump in with his own examples
- #33 Depending on the interests of our visitors and/or past actions – we serve the most relevant/up to date content.
- #34 Dan to do our conclusion
- #35 David to wrap-up