The document discusses using Acquia Lift to drive conversion through personalized digital experiences. It provides an overview of Acquia Lift's capabilities for testing, targeting, and reporting. The presenter then details their strategy for using Lift to test different elements on their website like button text, content layout, and menu items. Specific examples of tests the presenter ran are described, such as an asset test that increased click-through rate by 33% and a button copy test between options. The goal is for attendees to understand how to use Lift to structure tests and see the results that can be achieved from personalization.

1. 1
Personaliza+on
How-­‐To:
Driving
Conversion
with
Acquia
Li=

2. 2
Today’s webcast!
• Why personalize?
• What is Acquia Lift?
– Capabilities
– Differentiators
• Best practice strategies on personalization
• Driving conversion results with Lift on
Acquia.com

3. 3
Why Personalize?!
• Relevance at scale
• Real-time contextual experiences
across devices
• Deliver consistent experiences for
the same site visitor

4. 4
What is Acquia Lift?!
Acquia Lift enables marketing teams to
increase revenue through delivering
personalized digital experiences.

5. 5
Acquia Lift Capabilities!
Testing
• A/B and
multivariate tests
• Directly in Drupal
• Create and track
conversion goals
• Gain real-time
insight into
performance
Targeting
• Automated targeting
• Explicit rules-based
targeting
• E.g., geo-location,
device, census data,
or even current
weather
Reporting
• “At-a-glance” and
detailed reports for
marketers
• Understand content
relevance by
persona and context
• Gain intelligence
and insight to drive
revenue faster

6. 6
Acquia Lift is Different!
Embedded
Acquia Lift content
variations live right
in your workflow,
not in an external
repository
Adaptive
The Acquia Lift
algorithm learns
over time and
improves results,
not just for one
test but for your
whole site
Automated
Scale the 1:1
conversation with
continuously
optimized
experiences
tailored to
individuals

7. 7
Personalization How-To: Driving
Conversion with Acquia Lift!
By: Kate Fogarty Senior Manager
of Digital Marketing
@katefogarty

8. 8
About me – Katelyn Fogarty!
• Background in Design &
Development
• Worked with Drupal for the
past 6 years
• Started with Drupal 5
• Both used and managed
Drupal as a marketer
• Build over a dozen large scale
and multilingual Drupal sites.
• @katefogarty
Senior
Manager
of
Digital
Marke+ng
at
Acquia
(manage
acquia.com)
@katefogarty

9. 9
My goals for you!
• Understand my strategy for testing
• Where to start testing
• How to use lift
• Review test we’ve done
• See Results!
@katefogarty

10. 10
Goals/Strategy!
• Know your site goals (macro and micro)
– Generate leads (macro)
– Increase CTR on homepage (micro)
• How do you increase lead generation?
– Many ways,
– 1 of which is optimizing your site by testing content variations
• Choose an item to test
– What is your hypothesis for each test?
Example:
• I think we can generate more demo leads by changing the
name of the button option to Live Demo.
@katefogarty

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What to test?!
BuGon
Text

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What to test?!
Content
on
your
page

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What to test?!
Page
Layout
Image:http://www.ometrics.com/resources/#sthash.sUhR8Joc.dpbs

14. 14
What to test?!
More Content

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What to test?!
Test form submit

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What to test?!
Button Color

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What to test?!
Menu Items

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What to test?!
HTML

19. 19
What to test?!
Drupal Views vs. Blocks

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Why Lift?!
• Build tests as I build content
• Knows my users (personalization)
• http vs https (doesn’t apply to all)
• Custom features can be tested
• Fully responsive (if your site is)
• Mobile friendly

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The how to…!
@katefogarty

22. 22
Create your campaign!

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Create your test variations!

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Define your goal!
• Pre defined goals
• Submits any form
• Logs in
• Registers
• Custom goals
• Anything you want!

25. 25
Preview!

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Push Start!

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Tests we’ve done/doing!
• Button copy (get started & demo)
• Assets on homepage
• Menu items
• New homepage banners
@katefogarty

28. 28
Button Test!
Control Option Option A Option B

29. 29
Asset testing!
33%
increased
CTR

30. 30
Asset results!
Clicks Total Increase
Jan
total 257
Feb
total 342 33%
Mar
total 274 -­‐20%
Apr
total 295 8%
Test Version 1 – Jan 31 – Mar 4th
Test Version 2 – March 27th – Present
Net
new
Leads Total Increase
Jan
total 72
Feb
total 89 24%
Mar
total 81 -­‐9%
Apr
total 90 11%

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Menu Option Test!

32. 32
Banner Test!

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What you now know…!
• Things you should be testing
• How to use Lift
• What I’ve been testing
• Results I’ve seen
@katefogarty

34. 34
Thank you!!
@katefogarty