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Optimizely Workshop: Personalization - Strategy Essentials
The document outlines an Optimizely workshop on personalization strategy essentials. The agenda includes an overview of key concepts, core principles of personalization, discovering audiences, creating targeted experiences, running effective campaigns, and personalization tactics. Personalization is defined as delivering tailored experiences to meaningful audiences to improve business metrics. Audiences are subsets of visitors that share common attributes, and experiences are where personalized messages can be delivered.
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Optimizely Workshop: Personalization - Strategy Essentials
- 2. Personalization Strategy Essentials Hudson Arnold StrategyConsultant An Optimizely Online Workshop Daniel Quick Customer Education Manager
- 3. • We arerecording this workshop! • http://community.optimizely.com • Feel free to ask questions!
- 4. • Overview ofKey Concepts • Core Principles of Personalization • Discovering your Audience • Creating Targeted Experiences • Running Effective Campaigns • Personalization Tactics Agenda
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- 7. What is personalization? Whata beautiful day. Good morning! Sup, bro?
- 8. What is personalization? Clickthat! Buy this!
- 9. What is personalization? Deliveringa tailored experience to meaningful audiences so you can improve metrics important to your business.
- 10. •Overview of KeyConcepts • Core Principles of Personalization • Discovering your Audience • Creating Targeted Experiences • Running Effective Campaigns • Personalization Tactics Agenda
- 11. Audiences are subsetsof visitors that have something in common with each other.
- 12. Audiences are subsetsof visitors that have something in common with each other.
- 13. Audiences are subsetsof visitors that have something in common with each other.
- 14. Audiences are subsetsof visitors that have something in common with each other.
- 15. Audiences are subsetsof visitors that have something in common with each other.
- 16. Experiences are theaspects of your site or app where you’ll deliver personalized messages. Banner Headline Lightbox
- 17. Campaigns are theintersection between your audiences and your targeted experiences. Campaigns x xx Audiences x Experiences
- 18. • Overview ofKey Concepts • Core Principles of Personalization • Discovering your Audience • Creating Targeted Experiences • Running Effective Campaigns • Personalization Tactics Agenda
- 20. Teenage + Girl+ Spring = Apparel Site:
- 21. Teenage + Girl+ Spring = Adult + Income + City = Apparel Site: Bicycle Site:
- 22. Data • Qualitative Surveys •Web Analytics • Purchase Data • CRM • Bounce Rates
- 23. • Are theredrop-offs in your conversion funnel that are more severe for particular device types? • Is there an overabundance of negative survey data from users who are new to your site? • Is there a cohort of your customers that you’d like to incentivize more aggressively because they haven’t purchased in a long time? Questions you might ask your data:
- 24. Visitor Attributes Behavioral • Groupingsbased on similar behavior • For example: browsing behavior, purchase behavior, abandonment
- 25. Visitor Attributes Behavioral Contextual • Groupingsbased on similar behavior • For example: browsing behavior, purchase behavior, abandonment • Groupings based on current state of visitor (but change over time) • For example: device type, time of day, new vs. repeat visitor
- 26. Visitor Attributes Behavioral Contextual Demographic • Groupingsbased on similar behavior • For example: browsing behavior, purchase behavior, abandonment • Groupings based on current state of visitor (but change over time) • For example: device type, time of day, new vs. repeat visitor • Groupings based on stable individual attributes • For example: age, gender, income
- 27. Discover Audiences • CreateUser Personas • Analyze Historical Data • Reference Technical Attributes
- 28. • Overview ofKey Concepts • Core Principles of Personalization • Discovering your Audience • Creating Targeted Experiences • Running Effective Campaigns • Personalization Tactics Agenda
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- 30. Brainstorm Messages Go somewherewarm!Go somewhere warm!
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- 32. Where are theplaces that we an apply personalization messages? Consider: • Headlines • Images • Light-boxes • Recommended Content • Promotional Banners • CTAs Experience Review x
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- 34. Prioritize & Test •Targeted A/B Testing • Validate your audience and experience hypotheses • Prioritize tests based on their value and effort ratio
- 35. Creating Experiences • BrainstormMessages • Review your Experiences • Create a Messaging Matrix • Test and Prioritize
- 36. • Overview ofKey Concepts • Core Principles of Personalization • Discovering your Audience • Creating Targeted Experiences • Running Effective Campaigns • Personalization Tactics Agenda
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- 42. 5% 95% Measuring Performance:Holdbacks
- 43. A B Measuring Performance:Holdbacks
- 44. A B Measuring Performance:Holdbacks
- 45. A B Measuring Performance:Holdbacks
- 46. Running Campaigns • ManageOverlap • Measure Performance with Holdbacks • Sync A/B Testing and Personalization
- 47. • Overview ofKey Concepts • Core Principles of Personalization • Discovering your Audience • Creating Targeted Experiences • Running Effective Campaigns • Personalization Tactics Agenda
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- 52. Behavioral Re-targeting • YouRecently Viewed • You Might Also Like
- 53. Behavioral Re-targeting • Usepast browsing + purchase history • Show promotional banner
- 54. Contextual Empathy • Location •Show images and text with emotional resonance
- 55. Contextual Empathy • Device •Custom CTAs, messaging, etc.
- 56. Contextual Empathy • Newvs. Returning • Registration Incentive
- 57. • Give usFeedback! • Check out the Optiverse! • Next workshop: -Taking Action with Statistics, Sep. 23 Closing
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