Personalization is the new A/B Testing

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This document discusses how personalization has become the new approach to website optimization, moving beyond traditional A/B testing. It provides several examples of how personalizing content and offers for different visitor types, such as location, past behavior, and campaign source, can improve metrics like click-through rates, subscriptions, and transactions. The key takeaways are that special visitors should receive special treatment, targeting content to individual visitor characteristics can waste less money and drive better results than generic pages, and personalization allows making content more relevant to different audiences.

Marketing

PERSONALIZATION
IS THE NEW A/B
TESTING
June 3rd
2020
MEETUP
get.pirateskills.com/personalization

• Your website = 50 First Dates
• A/B winner, yeahi! Now what?
• Special visitors = Special treatment
• Your landing page wastes money
• Questions & Answers
PERSONALIZATION
IS THE NEW
A/B TESTING

• Founder since 2008
• Growth Marketer
• Host of Pirate Skills
BEN SUFIANI

Why your website
reminds me of
"50 First Dates"
Hi I’m Henry!

SETTING UP
GOOGLE OPTIMIZE
IS LIKE ANALYTICS

VISITORS WHO
HAVE BEEN HERE
AT >1 DAY BEFORE

Displaying a pop-in with a completely new
design. Only for new desktop website visitor
with a dual CTAs to set a comparison
mindest: "I subscribe" vs "No thanks".
+15%Subscriptions
+18%Access checkout
MAXIMIZE NEWSLETTER
SUBS ON NEW VISITORS

Great, you found
a winner in your
A/B test!
Now what?
LEARN
MORE
BUY
NOW

Test different model pictures on 8 colors of
dress products on their product pages.
+35%CTR for blond hair model on
dark color dresses
MATCHING MODEL HAIR
TO PRODUCT COLORS
+7,6%CTR for dark hair model on
bright color dresses

UPDATE YOUR
WEBSITE WITHOUT
CODE (FOR NOW)

Special website
visitors deserve
special treatment

Add the social proof widget to show how
many visitors have viewed a product page in
the last 24 hours.
+2%
Total transactions
+3% for returning visitors
+1%
Clicks on “Add to cart”
+3% for Returning visitors
INCREASE TRANSACTION
AND BASKET CONVERSION

Giving your
local audience a little
something extra on
your website

TARGET BY
GEOGRAPHY LIKE
CITY OR COUNTRY

ONLY SHOW
MEETUP INVITE TO
COLOGNE VISITORS

This user with an IP located in Brittany sees a
pop-in promoting "Made in Brittany gifts" with
a CTA directing to the "Brittany" List page.
6%Clicks on Popin
11%Transaction
post-click
PERSONALIZE PRODUCTS
BASED ON USER
LOCATION

Stop spending
money on ads to
the same old LPs

Displaying an offer code to users coming
from a speciﬁc campaign increased the
number of transactions.
Users coming from a campaign with speciﬁc
parameters in the URL.
+1,5%Transactions
DISPLAY OFFERS TO USERS
FROM A CAMPAIGN

abtasty.com/de/google-optimize-alternativ

Customer experience optimization
Elef Kousakis
elef@abtasty.com
+49 176 34448609
ANY MORE QUESTIONS
ABOUT AB TASTY ?

PERSONALIZATION
IS THE NEW A/B
TESTING
Jun 3rd
2020
MEETUP
get.pirateskills.com/personalization

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

Digital Marketing Training In Bangalore

syedasifsyed46

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear. Key Takeaways: Understand Why Personal Stories Connect Better How To Remember Forgotten Stories How To Use Customer Experiences As Stories For Your Brand

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives. Key Takeaways: Understand how search engines work Be able to find out where your users search Know what is required for each discipline of SEO Feel confident creating an SEO Plan Confidently measure SEO performance

DMF Portfolio Piece Smart Goals - Artist Management.docx

TravisMalana

Monthly Social Media News Update May 2024

Andy Lambert

TL;DR. These are the three themes that stood out to us over the course of last month. 1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly. 2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth. 3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.

Metaverse Marketing in the Generation of the Internet - Eugene Capon

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

SEO as the Backbone of Digital Marketing

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Is AI-Generated Content the Future of Content Creation?

Cut-the-SaaS

Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability. Understanding AI-Generated Content: AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production. Key Benefits: Content Creation: Rapidly generate high-quality content for blogs, articles, and social media. Brainstorming: AI simulates conversations to inspire creative ideas. Research Assistance: Efficiently summarize and research information. Market Insights: The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market. Case Study: CNET’s AI Content Controversy: CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight. Benefits Across Industries: Marketing: Personalize content at scale and optimize engagement with predictive analytics. Publishing: Automate content creation for faster publication cycles. Education: Efficiently generate educational materials. Healthcare: Create accurate content for patients and professionals. Finance: Produce timely financial content for decision-making. Challenges and Ethical Considerations: Transparency: Disclose AI use to maintain trust. Bias: Address potential AI biases with diverse datasets. SEO: Ensure AI content meets SEO standards. Quality: Maintain high standards to prevent misinformation. Conclusion: AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries. Connect with Us: Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.

15 ideas and frameworks on the art of storytelling

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How to Use AI to Write a High-Quality Article that Ranks

minatamang0021

In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines. Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.

Email Marketing Master Class - Chris Ferris

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Forgotten Secret Weapon of Digital Marketing: Email Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email. Key Takeaways: Email has the best ROI of any digital tactic It can be used at any stage of the customer journey It is increasingly important as the cookie-less future gets closer and closer

Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...

Valters Lauzums

E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times. Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management. Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences. The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.

Adapt or Die - Jon Lakefish, Lakefish Group LLC

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience. Key Takeaways: Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.

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Personalization is the new A/B Testing

1. PERSONALIZATION IS THE NEW A/B TESTING June 3rd 2020 MEETUP get.pirateskills.com/personalization

2. • Your website = 50 First Dates • A/B winner, yeahi! Now what? • Special visitors = Special treatment • Your landing page wastes money • Questions & Answers PERSONALIZATION IS THE NEW A/B TESTING

3. BEN SUFIANI

4. • Founder since 2008 • Growth Marketer • Host of Pirate Skills BEN SUFIANI

5. Why your website reminds me of "50 First Dates" Hi I’m Henry!

6. SAME OLD SAME OLD SAME OLD

7. OR MAKE IT MORE RELEVANT

8. SETTING UP GOOGLE OPTIMIZE IS LIKE ANALYTICS

9. START AN A/B TEST OR A PERSONALIZATION

10. CHANGE YOUR PAGE IN A WYSIWYG EDITOR

11. DECIDE WHO IS GOING TO SEE IT LIKE...

12. VISITORS WHO HAVE BEEN HERE AT >1 DAY BEFORE

13. SAME OLD SAME OLD SAME OLD

14. OR MAKE IT MORE RELEVANT

15. CUSTOMER EXPERIENCE TOOLS

16. Displaying a pop-in with a completely new design. Only for new desktop website visitor with a dual CTAs to set a comparison mindest: "I subscribe" vs "No thanks". +15%Subscriptions +18%Access checkout MAXIMIZE NEWSLETTER SUBS ON NEW VISITORS

17. • Your website = 50 First Dates • A/B winner, yeahi! Now what? • Special visitors = Special treatment • Your landing page wastes money • Questions & Answers PERSONALIZATION IS THE NEW A/B TESTING

18. Great, you found a winner in your A/B test! Now what? LEARN MORE BUY NOW

19. Test different model pictures on 8 colors of dress products on their product pages. +35%CTR for blond hair model on dark color dresses MATCHING MODEL HAIR TO PRODUCT COLORS +7,6%CTR for dark hair model on bright color dresses

20. START WITH A NORMAL A/B TEST

21. LIKE THIS BRILLANT, HUGE CTA BUTTON

22. DEFINE YOUR TEST OBJECTIVES

23. END & DEPLOY YOUR SUCCESSFUL TESTS

24. UPDATE YOUR WEBSITE WITHOUT CODE (FOR NOW)

25. • Your website = 50 First Dates • A/B winner, yeahi! Now what? • Special visitors = Special treatment • Your landing page wastes money • Questions & Answers PERSONALIZATION IS THE NEW A/B TESTING

26. Special website visitors deserve special treatment

27. Add the social proof widget to show how many visitors have viewed a product page in the last 24 hours. +2% Total transactions +3% for returning visitors +1% Clicks on “Add to cart” +3% for Returning visitors INCREASE TRANSACTION AND BASKET CONVERSION

28. Giving your local audience a little something extra on your website

29. TARGET BY GEOGRAPHY LIKE CITY OR COUNTRY

30. ONLY SHOW MEETUP INVITE TO COLOGNE VISITORS

31. This user with an IP located in Brittany sees a pop-in promoting "Made in Brittany gifts" with a CTA directing to the "Brittany" List page. 6%Clicks on Popin 11%Transaction post-click PERSONALIZE PRODUCTS BASED ON USER LOCATION

32. • Your website = 50 First Dates • A/B winner, yeahi! Now what? • Special visitors = Special treatment • Your landing page wastes money • Questions & Answers PERSONALIZATION IS THE NEW A/B TESTING

33. Stop spending money on ads to the same old LPs

34. SAME OLD SAME OLD SAME OLD

35. OR MAKE IT MORE RELEVANT

36. TARGET BY CAMPAIGN PARAMETER

37. LIKE EMAIL, ADS OR INFLUENCER CAMPAIGNS

38. Displaying an offer code to users coming from a speciﬁc campaign increased the number of transactions. Users coming from a campaign with speciﬁc parameters in the URL. +1,5%Transactions DISPLAY OFFERS TO USERS FROM A CAMPAIGN

39. abtasty.com/de/google-optimize-alternativ

40. Customer experience optimization Elef Kousakis elef@abtasty.com +49 176 34448609 ANY MORE QUESTIONS ABOUT AB TASTY ?

41. PERSONALIZATION IS THE NEW A/B TESTING Jun 3rd 2020 MEETUP get.pirateskills.com/personalization

Personalization is the new A/B Testing

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