Jeff Cram's presentation from the Now What? 2014 conference on using personalization and testing to optimize digital experiences.

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Making Experiences Better Post Launch
Now What? Conference 2014
Jeff Cram @jeffcram
ISITE Design, Co-founder

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@jeffcram | @ISITE_Design
Delays and technical problems continued to
plague enrollment efforts on the online
insurance marketplaces created under
President Barack Obama’s health care law on
Wednesday.
Consumers trying to view and compare new
insurance plans on healthcare.gov, the federal
website running the Illinois insurance
exchange, were met with error messages or
delays a day after the system launched.

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@jeffcram | @ISITE_Design

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@jeffcram | @ISITE_Design
Thinking about Day 2

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@jeffcram | @ISITE_Design

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@jeffcram | @ISITE_Design
The button test
??????

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@jeffcram | @ISITE_Design
The button test

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@jeffcram | @ISITE_Design
The winner
282% form conversion increase
57% site-wide lead increase

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If we connect and extend
our pre-launch customer-
insight thinking to post-
launch management, then
we can significantly
improve the performance of
our digital programs and
value to our users.
The hypothesis

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@jeffcram | @ISITE_Design
Pre-launch: We love customers!

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@jeffcram | @ISITE_Design
Post-launch: Argh, the technology!

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Digital Pulse - October 17, 2013
Jeff Cram @jeffcram
Co-founder ISITE Design
Publisher, CMS Myth

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@jeffcram | @ISITE_Design
The web is made of people

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@jeffcram | @ISITE_Design
Technology pain
Customer gain
Website launch
Bending the launch curves

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@jeffcram | @ISITE_Design
We believe:
Companies that are
loved, win

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@jeffcram | @ISITE_Design
The benefits of good experiences

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@jeffcram | @ISITE_Design
http://www.latimes.com/business/la-fi-silicon-valley-delight-20130510-dto,0,3670133.htmlstory

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@jeffcram | @ISITE_Design
“Yes, delight. A squishy, subjective, hard-to-pin-down term. So
daringly unquantifiable, so proudly immeasurable. And now,
suddenly, all the rage in data-driven Silicon Valley.”
“In the surest sign that delight may be on the cusp of morphing from
insurgent idea to overused buzzword, Microsoft and Dell have
embraced it. It's the corporate equivalent of parents joining Facebook,
making it instantly uncool.”
“Hold the eye rolls, however, because underneath its trendiness and the
suspicion that it's just some new marketing babble, the talk of delight
signals a radical shift in the way Silicon Valley creates products.”

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@jeffcram | @ISITE_Design

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@jeffcram | @ISITE_Design
So, how can we make our
experiences better post launch?

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@jeffcram | @ISITE_Design
Improve
today’s experience
Transform
the organization
Sustain
cultural change
Time
CustomerexperiencequalityUnderstanding where change happens

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@jeffcram | @ISITE_Design
Core competencies for
post-launch success
Content
Strategy
Technology
Management
Analytics &
Testing
Customer
Insight
Connected expertise

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@jeffcram | @ISITE_Design
Our window to the world

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“All data in aggregate
is crap.”
- Avinash Kaushik, Google

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“The more digital we get, the more
human we must be”
Gatum Ramdurai, Google Creative Lab

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Starting with people

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Living personas: Adding data

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Documenting the journey
All of the steps the customer takes
All of the touchpoints the customer interacts with
receives
statement
in mail
throws
statement
on desk &
ignores
sees
charge
that looks
wrong
logs in
to website
tries to get
details
about
charge
calls
customer
service
talks
to CSR
tweets
in
frustration
paper
statement
envelope
mobile
phone
IVR
Twitter

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Prioritize needs

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Prioritizing experiences
Business
Benefit
Customer
Benefit
User Impact Overall
Scale 1=low, 2=medium, 3=high

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Assessing feasibility
Idea Effort Status Clarity Risk

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Task-based modeling

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Mapping the journey

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“A tool used for experience design is
now an important input to strategy.”
~ Christine Chastain, R/GA

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From insight to action:
Putting your data to work

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Personalization is trending
Source: Adobe Digital Roadblock Report

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The personalization myth

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System Role
Analytics, Testing & Targeting
Data-driven insights, personalized content
delivery and A/B testing.
Search
Organize, retrieve and deliver relevant content to
users from multiple systems.
Web Content Management
Content management and delivery, and hub of
most customer-facing digital platforms.
E-mail
E-mail communications, newsletters and list
management.
Marketing Automation
Demand generation, targeted e-mails, lead
nurturing and sales enablement.
Customer Relationship Management
System of record for customer information,
activity and overall relationship.
Systems of engagement

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“Amazon is so confident of its
ability to personalize the site for
each user that the company
hardly ever creates classic
customer-segment personas,
such as ‘soccer moms’ or
‘gearheads.’ Such marketing
standbys are too imprecise for
Team Bezos.”
- Forbes, April 2012

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Personalization starts
with a hypothesis
If we can deliver this
[content] to this [segment]
at this [touchpoint], then we
can improve the experience
by measuring this [metric].

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What to Personalize?
Theme What is it? Key Dimensions
Geo targeting / location
Display specific content (text, images, downloads, apps,
etc.) based on the user’s geographic location.
Geo-location, Referring domain,
User preferences, Company,
Campaign
Campaign .& landing
experiences
Content is customized based on exposure to or
engagement with a campaign, often on a landing page.
Campaign, Inbound channel,
Recency, Lifecycle
Recommended content
Similar content is shown to the user based on content
already viewed during that visit or a previous visit.
User preferences, Lifecycle,
Referring domain, Campaign,
Company, Industry
Lifecycle
Content and calls to action are served up based on where
a user is in the journey or buying cycle.
Lifecycle, User preferences,
Recency
Account/industry
Display industry-specific content, company-specific
content, or competitor-specific content after identifying the
company and/or industry of the user.
Industry, Company, Referring
domain
Call to action
Messaging, tag lines, and calls to action on the site are
customized and change based on user behavior,
preferences, and response rate.
Geo-location, Industry, Company,
Campaign, Inbound channel,
Engagement score, Referring
domain, Lifecycle, User
preferences, Recency

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Segmentation and geo-targeting
SolarWorld Americas increased conversion by 200%
with audience segmentation and geo-targeted landing
pages

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Call-to-action targeting

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Account-based targeting
Source: http://www.demandbase.com

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Analytics segmentation

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Cumulative lift

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Thank you
Delight 2014
October 6-7 – Portland, Oregon
www.delight.us/conference
Jeff Cram
ISITE Design
617-401-2295
jcram@isitedesign.com
ISITE Design
www.isitedesign.com
CMS Myth
www.cmsmyth.com
Day 2
www.getreadyforday2.com