Forward-thinking companies are transforming into digital experience-driven organizations in order to meet customer needs with business objectives. Yet among the volume of rich customer data, they often lose sight of the human element. This short session will cover some basics on how one can become data-inspired and design digital experiences that delight customers to build brand loyalty and drive greater demand.
1) The top three reasons established companies fail are: focusing on a strategy that is no longer working, losing touch with customers, and having no entrepreneurial vision.
2) Under high uncertainty, traditional strategic planning becomes less effective because opportunities cannot be identified through passive analysis but must be discovered through experimentation.
3) A dynamic growth system is needed where the workforce has an entrepreneurial mindset to continually discover opportunities by improving and innovating business models and offerings in response to changes in the business environment.
1) Personalization enhances the visitor experience on a website by tailoring certain functions based on predefined user factors like profile, preferences, and behavior.
2) There are different types of personalization including explicit, implicit, adaptive, and hybrid approaches. Measurement of website usage is also important through analytics to understand user behavior and optimize the experience.
3) Trends in personalization and measurement include rise of mobile, behavioral targeting, big data, and more integration of data sources for more sophisticated analysis and personalization. Understanding user context is key to making metrics truly meaningful.
Pokročilá segmentace – nezbytný předpoklad pro dlouhodobý úspěchAkce Dobrého webu
This document discusses market segmentation and how it can help companies better understand their customers. It defines segmentation as dividing a market into subgroups that have similar needs. Effective segmentation requires groups that can be measured, accessed, are substantial in size/profitability, and respond differently to marketing. The document outlines how segmentation allows companies to communicate more directly with customers, increase relevance, and improve conversion rates. It provides examples of common types of segmentation and how segmentation can be used for testing, personalized experiences, and targeted email marketing. Overall, the document promotes the use of segmentation to better understand customers and increase marketing effectiveness and return on investment.
Google Analytics provides free web analytics tools to help marketers improve their sites and increase marketing ROI. It offers insights into user engagement, tools to measure marketing campaigns, and features for optimizing websites. Key features include advanced segmentation, custom reporting, and motion charts to analyze traffic sources, user behavior, goals, and marketing campaign performance.
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
To help small businesses become more successful online, whether it be winning new customers or driving sales, 123-reg wanted to understand how British adults feel about small business websites.
What were we looking to answer?
Why do customers choose to buy from small businesses over big businesses?
What are a small businesses greatest strengths?
Are these strengths reflected in their digital activity?
How can small businesses improve their current digital activity to win customers and drive sales?
Can digital personalisation of a website drive revenue?
Forward-thinking companies are transforming into digital experience-driven organizations in order to meet customer needs with business objectives. Yet among the volume of rich customer data, they often lose sight of the human element. This short session will cover some basics on how one can become data-inspired and design digital experiences that delight customers to build brand loyalty and drive greater demand.
1) The top three reasons established companies fail are: focusing on a strategy that is no longer working, losing touch with customers, and having no entrepreneurial vision.
2) Under high uncertainty, traditional strategic planning becomes less effective because opportunities cannot be identified through passive analysis but must be discovered through experimentation.
3) A dynamic growth system is needed where the workforce has an entrepreneurial mindset to continually discover opportunities by improving and innovating business models and offerings in response to changes in the business environment.
1) Personalization enhances the visitor experience on a website by tailoring certain functions based on predefined user factors like profile, preferences, and behavior.
2) There are different types of personalization including explicit, implicit, adaptive, and hybrid approaches. Measurement of website usage is also important through analytics to understand user behavior and optimize the experience.
3) Trends in personalization and measurement include rise of mobile, behavioral targeting, big data, and more integration of data sources for more sophisticated analysis and personalization. Understanding user context is key to making metrics truly meaningful.
Pokročilá segmentace – nezbytný předpoklad pro dlouhodobý úspěchAkce Dobrého webu
This document discusses market segmentation and how it can help companies better understand their customers. It defines segmentation as dividing a market into subgroups that have similar needs. Effective segmentation requires groups that can be measured, accessed, are substantial in size/profitability, and respond differently to marketing. The document outlines how segmentation allows companies to communicate more directly with customers, increase relevance, and improve conversion rates. It provides examples of common types of segmentation and how segmentation can be used for testing, personalized experiences, and targeted email marketing. Overall, the document promotes the use of segmentation to better understand customers and increase marketing effectiveness and return on investment.
Google Analytics provides free web analytics tools to help marketers improve their sites and increase marketing ROI. It offers insights into user engagement, tools to measure marketing campaigns, and features for optimizing websites. Key features include advanced segmentation, custom reporting, and motion charts to analyze traffic sources, user behavior, goals, and marketing campaign performance.
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
To help small businesses become more successful online, whether it be winning new customers or driving sales, 123-reg wanted to understand how British adults feel about small business websites.
What were we looking to answer?
Why do customers choose to buy from small businesses over big businesses?
What are a small businesses greatest strengths?
Are these strengths reflected in their digital activity?
How can small businesses improve their current digital activity to win customers and drive sales?
Can digital personalisation of a website drive revenue?
Content Strategy for the Customer Journey: Personalization Done Right Confab ...Kevin Nichols
Content Strategy for the Customer Journey: Personalization Done Right
"Personalized Content." "Right Content, Right User, Right Time." "Contextual and Intelligent Content."
These concepts are only realized fully through a customer journey—and the formulation of a content journey around that experience. But how do you actually structure a customer's content experience in a way that captures all necessary channels and interactions? Attend this session to hear how SapientNitro has answered these questions to achieve successful personalization:
What are the various touch points in a typical customer journey for web, mobile, in-store, and post-purchase channels?
What is a fully personalized experience, and why is it only effective if it includes what happens in one-on-one (offline) human interaction?
What approaches are necessary for each: smartphone, tablet, in-store, website?
How can you best position content across multiple channels to meet the requirements and needs of the entire customer journey?
How do you future-proof, and which metrics are best to do so?
Maximizing conversion with checkout optimizationElastic Path
With average cart abandonment rates falling anywhere between 55 and 72%, it’s no wonder checkout optimization is the number one concern for ecommerce marketers. But redesigns and A/B tests often fail to move the needle because they focus only on checkout design, and ignore the psychological reasons customers are abandoning their purchases.
In this deck you will learn:
*A systematic process for optimizing your website that addresses the FUD (fears, uncertainties and doubts) surrounding the purchase process
*How to perform a heuristic evaluation on your checkout process for design and usability
*Tips for breaking out of your testing rut
The Agency in Transformation: How Customer Journeys Will Transform the Agen...Gleanster Research
Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship.
You'll learn:
Profitable strategies for customer journey services
How innovative agencies are capitalizing on the age of the empowered customer
How to translate strategy and journey maps into meaningful and realistic EXECUTION
Where to start, what to create, and how where to focus your efforts
How to design platforms which are the user’s dream come true?
In order to foster successful communication, you have to get to know your client, or rather explore his business model.
The key to your company’s success is knowing a lot about your clients. Knowing what needs the end-users of your services have and how to fulfil them determines your business triumph.
Not sure what you should be measuring? Measurement is an essential management activity, yet with all the tools and data available today, it is a challenge to determine what to measure and with which tool so as to improve:
˃ Marketing performance
˃ Lead capture performance
˃ Sales performance
˃ Performance of any measurable goal
This webinar provides insight into:
˃ What to measure?
˃ Which tools to use?
˃ How to fine-tune the process of measurement?
By attending the webinar, you can learn how to maximize the impact of any online marketing activity.
SMX West 2010 - Conversion Optimization TipsKayden Kelly
How-To Tips on how to approach improving the conversion of your website with tips on how to identify issues that interfere with conversion, how to find out what people are doing on your site, how to find out why people are doing what they are doing on your site, top 10 usability principles, setting SMART goals, and a brief case study and top 50 tips on testing your website.
This document discusses sales enablement and provides guidance on best practices. It defines sales enablement as maximizing a sales organization's ability to communicate value to customers. It also outlines a sales enablement maturity model and findings from research showing gaps between buyer and seller needs. The document recommends organizations focus on customer needs, set goals and metrics for sales enablement, and benchmark against best practices.
The document outlines the imperative for companies to deliver consistent, relevant digital customer experiences across all touchpoints. It recommends appointing a digital champion, defining customer personas and journeys, articulating a digital vision, identifying gaps, defining necessary capabilities, and executing a roadmap. Specifically, it suggests designating a cross-functional team, mapping the customer journey, aligning the vision with business objectives, conducting interviews to identify challenges, and developing a multi-step roadmap including analytics, collaboration, and technology integration projects.
Dashlane uses trust to propel customers through the buyer's journey. Trust matters for both consumers and businesses and is influenced by online reviews. Dashlane collects reviews on Trustpilot to convey trust. It shows reviews prominently to help consumers evaluate options and make purchase decisions. Similarly for businesses, reviews act as "mini case studies" that are personal, easy to consume and help drive organic traffic. Dashlane guides customers through the journey from need recognition to post-purchase with search ads, landing pages, its Trustpilot page, homepage, email marketing and responding to unhappy customers. It also identifies advocates by inviting 5-star reviews.
Total Economic Impact of Acquia: Featuring Research from Forrester ConsultingAcquia
If you’re like many businesses, you want to get websites and digital experiences up and running faster. You also want to unlock greater productivity in your team. And, of course, you want to show you’ve made wise investments. But proving ROI can be tough. Let us help.
Join our webinar on September 12, 2019 @ 10:00AM ET/ 3:00PM BST to hear a guest speaker from Forrester as they discuss findings from the Total Economic Impact™ (TEI) of Acquia Cloud Site Factory and Acquia Liftٰ¹. This in-depth analysis explores how companies are using Acquia’s technology to deliver impactful business results. Acquia will discuss how the intersection of people, process and technology involves shining a light on legacy mindsets and rollout approaches associated with getting the best engagement from your digital channels.
In this webinar, we will cover:
- How companies are using Acquia’s technology to deliver impactful business results
- How businesses can see their ROI increase to 316%
- What is DXP and how do you manage digital chaos?
- How to solve the innovation gap from ‘Websites’ to DXP
- Agility leading to competitive advantage
- A detailed analysis of the TEI study conducted by Forrester Consulting on behalf of Acquia
Visit www.acquia.com/acquiaROI to learn more about the study & how Acquia can help you drive more ROI.
_______________________________________
ٰ¹The Total Economic Impact™ Of Acquia Cloud Site Factory And Acquia Lift, a June 2019 commissioned study conducted by Forrester Consulting on behalf of Acquia.
How to Segment Your Customers and Target Their NeedsWebtrends
y digital marketer knows that relevant content leads to a better conversion rate. But how do you make sure you’re publishing the right content to the right person? Learn how through segmentation and targeting with Webtrends Optimize.
The document discusses implementing a web analytics measurement framework. It recommends identifying key performance indicators aligned to business strategy. An online measurement model is introduced linking marketing goals to key performance indicators and targets. Reporting is designed to highlight business insights and actionables based on web analytics data. The framework provides a way to track performance and calibrate actions based on data-driven insights.
TLDW - Key Slides, stats and takeaways from our 2020-21 Personalization WebinarsAvishai Sharon
Especially for the overwhelmed marketer - a summary of the key slides from our joint webinars with Tenable, AudioCodes, an the Cyber Marketing communities.
The document discusses principles for aligning product marketing and product management in global SaaS businesses. It notes that misalignment between these teams prevents getting products into the right users' hands quickly and can lead to user confusion. The document recommends that product marketing and product management share goals, metrics, and commitments to ensure their success is tied together. It also advocates for an "outside-in" user-focused approach to product planning and development.
The document discusses the importance of online customer reviews for businesses and outlines a strategy for collecting, responding to, and leveraging reviews to improve customer experience, grow business, and increase revenue. It provides examples of how ThriftBooks implemented a review strategy through proactive collection, responding to all reviews, and integrating reviews throughout their acquisition funnel, which resulted in increased growth, improved customer retention and service, and a more optimized business.
Getting 2x more conversions from product pagesInvesp
For the majority of e-commerce stores, a product pages should convert the majority of its traffic through proper persuasion, anxiety alleviation, and better usability. However, product pages for many e-commerce websites suffer from a low Product Page Effectiveness Rate (PPER).
To view webinar: https://www.youtube.com/watch?v=VphrNRzwTdQ
The document provides an overview of reporting and analytics for online advertising campaigns. It discusses monitoring performance metrics like clicks, conversions, and quality score. It also covers setting up goals and funnels in Google Analytics to track key actions on a website. The document recommends strategies for optimizing campaigns, such as adjusting keywords, ad text, and bids to improve performance and return on investment.
Growth for SaaS using conversion optimizationValentin Radu
Why and How to increase conversion rate for Software as a service companies - presentation made by Valentin Radu.
Webinar by GrowthMarketingConference, Business2Community & Omniconvert
The document discusses plans for developing a next generation ecommerce loyalty program. It outlines objectives of increasing awareness, engagement, and commerce. A loyalty ecosystem is proposed, grouping functionality like rewards points, reviews, community, and gamification across multiple platforms. Requirements are listed for each element. Prospective solutions are examined and a phased implementation plan is proposed starting with product reviews.
This document proposes testing a lead generation strategy with License! Global to help match readers with advertisers and facilitate new business opportunities. It outlines how lead generation works by using calls to action and landing pages to qualify and score leads that are then delivered to advertisers. The proposal suggests testing the strategy with a hybrid sales model of lower ad costs plus pay-per-lead fees using Hubspot for automation. Key performance indicators would be established and feedback gathered from small advertiser participants before fully launching long-term lead generation projects across Advanstar groups.
Content Strategy for the Customer Journey: Personalization Done Right Confab ...Kevin Nichols
Content Strategy for the Customer Journey: Personalization Done Right
"Personalized Content." "Right Content, Right User, Right Time." "Contextual and Intelligent Content."
These concepts are only realized fully through a customer journey—and the formulation of a content journey around that experience. But how do you actually structure a customer's content experience in a way that captures all necessary channels and interactions? Attend this session to hear how SapientNitro has answered these questions to achieve successful personalization:
What are the various touch points in a typical customer journey for web, mobile, in-store, and post-purchase channels?
What is a fully personalized experience, and why is it only effective if it includes what happens in one-on-one (offline) human interaction?
What approaches are necessary for each: smartphone, tablet, in-store, website?
How can you best position content across multiple channels to meet the requirements and needs of the entire customer journey?
How do you future-proof, and which metrics are best to do so?
Maximizing conversion with checkout optimizationElastic Path
With average cart abandonment rates falling anywhere between 55 and 72%, it’s no wonder checkout optimization is the number one concern for ecommerce marketers. But redesigns and A/B tests often fail to move the needle because they focus only on checkout design, and ignore the psychological reasons customers are abandoning their purchases.
In this deck you will learn:
*A systematic process for optimizing your website that addresses the FUD (fears, uncertainties and doubts) surrounding the purchase process
*How to perform a heuristic evaluation on your checkout process for design and usability
*Tips for breaking out of your testing rut
The Agency in Transformation: How Customer Journeys Will Transform the Agen...Gleanster Research
Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship.
You'll learn:
Profitable strategies for customer journey services
How innovative agencies are capitalizing on the age of the empowered customer
How to translate strategy and journey maps into meaningful and realistic EXECUTION
Where to start, what to create, and how where to focus your efforts
How to design platforms which are the user’s dream come true?
In order to foster successful communication, you have to get to know your client, or rather explore his business model.
The key to your company’s success is knowing a lot about your clients. Knowing what needs the end-users of your services have and how to fulfil them determines your business triumph.
Not sure what you should be measuring? Measurement is an essential management activity, yet with all the tools and data available today, it is a challenge to determine what to measure and with which tool so as to improve:
˃ Marketing performance
˃ Lead capture performance
˃ Sales performance
˃ Performance of any measurable goal
This webinar provides insight into:
˃ What to measure?
˃ Which tools to use?
˃ How to fine-tune the process of measurement?
By attending the webinar, you can learn how to maximize the impact of any online marketing activity.
SMX West 2010 - Conversion Optimization TipsKayden Kelly
How-To Tips on how to approach improving the conversion of your website with tips on how to identify issues that interfere with conversion, how to find out what people are doing on your site, how to find out why people are doing what they are doing on your site, top 10 usability principles, setting SMART goals, and a brief case study and top 50 tips on testing your website.
This document discusses sales enablement and provides guidance on best practices. It defines sales enablement as maximizing a sales organization's ability to communicate value to customers. It also outlines a sales enablement maturity model and findings from research showing gaps between buyer and seller needs. The document recommends organizations focus on customer needs, set goals and metrics for sales enablement, and benchmark against best practices.
The document outlines the imperative for companies to deliver consistent, relevant digital customer experiences across all touchpoints. It recommends appointing a digital champion, defining customer personas and journeys, articulating a digital vision, identifying gaps, defining necessary capabilities, and executing a roadmap. Specifically, it suggests designating a cross-functional team, mapping the customer journey, aligning the vision with business objectives, conducting interviews to identify challenges, and developing a multi-step roadmap including analytics, collaboration, and technology integration projects.
Dashlane uses trust to propel customers through the buyer's journey. Trust matters for both consumers and businesses and is influenced by online reviews. Dashlane collects reviews on Trustpilot to convey trust. It shows reviews prominently to help consumers evaluate options and make purchase decisions. Similarly for businesses, reviews act as "mini case studies" that are personal, easy to consume and help drive organic traffic. Dashlane guides customers through the journey from need recognition to post-purchase with search ads, landing pages, its Trustpilot page, homepage, email marketing and responding to unhappy customers. It also identifies advocates by inviting 5-star reviews.
Total Economic Impact of Acquia: Featuring Research from Forrester ConsultingAcquia
If you’re like many businesses, you want to get websites and digital experiences up and running faster. You also want to unlock greater productivity in your team. And, of course, you want to show you’ve made wise investments. But proving ROI can be tough. Let us help.
Join our webinar on September 12, 2019 @ 10:00AM ET/ 3:00PM BST to hear a guest speaker from Forrester as they discuss findings from the Total Economic Impact™ (TEI) of Acquia Cloud Site Factory and Acquia Liftٰ¹. This in-depth analysis explores how companies are using Acquia’s technology to deliver impactful business results. Acquia will discuss how the intersection of people, process and technology involves shining a light on legacy mindsets and rollout approaches associated with getting the best engagement from your digital channels.
In this webinar, we will cover:
- How companies are using Acquia’s technology to deliver impactful business results
- How businesses can see their ROI increase to 316%
- What is DXP and how do you manage digital chaos?
- How to solve the innovation gap from ‘Websites’ to DXP
- Agility leading to competitive advantage
- A detailed analysis of the TEI study conducted by Forrester Consulting on behalf of Acquia
Visit www.acquia.com/acquiaROI to learn more about the study & how Acquia can help you drive more ROI.
_______________________________________
ٰ¹The Total Economic Impact™ Of Acquia Cloud Site Factory And Acquia Lift, a June 2019 commissioned study conducted by Forrester Consulting on behalf of Acquia.
How to Segment Your Customers and Target Their NeedsWebtrends
y digital marketer knows that relevant content leads to a better conversion rate. But how do you make sure you’re publishing the right content to the right person? Learn how through segmentation and targeting with Webtrends Optimize.
The document discusses implementing a web analytics measurement framework. It recommends identifying key performance indicators aligned to business strategy. An online measurement model is introduced linking marketing goals to key performance indicators and targets. Reporting is designed to highlight business insights and actionables based on web analytics data. The framework provides a way to track performance and calibrate actions based on data-driven insights.
TLDW - Key Slides, stats and takeaways from our 2020-21 Personalization WebinarsAvishai Sharon
Especially for the overwhelmed marketer - a summary of the key slides from our joint webinars with Tenable, AudioCodes, an the Cyber Marketing communities.
The document discusses principles for aligning product marketing and product management in global SaaS businesses. It notes that misalignment between these teams prevents getting products into the right users' hands quickly and can lead to user confusion. The document recommends that product marketing and product management share goals, metrics, and commitments to ensure their success is tied together. It also advocates for an "outside-in" user-focused approach to product planning and development.
The document discusses the importance of online customer reviews for businesses and outlines a strategy for collecting, responding to, and leveraging reviews to improve customer experience, grow business, and increase revenue. It provides examples of how ThriftBooks implemented a review strategy through proactive collection, responding to all reviews, and integrating reviews throughout their acquisition funnel, which resulted in increased growth, improved customer retention and service, and a more optimized business.
Getting 2x more conversions from product pagesInvesp
For the majority of e-commerce stores, a product pages should convert the majority of its traffic through proper persuasion, anxiety alleviation, and better usability. However, product pages for many e-commerce websites suffer from a low Product Page Effectiveness Rate (PPER).
To view webinar: https://www.youtube.com/watch?v=VphrNRzwTdQ
The document provides an overview of reporting and analytics for online advertising campaigns. It discusses monitoring performance metrics like clicks, conversions, and quality score. It also covers setting up goals and funnels in Google Analytics to track key actions on a website. The document recommends strategies for optimizing campaigns, such as adjusting keywords, ad text, and bids to improve performance and return on investment.
Growth for SaaS using conversion optimizationValentin Radu
Why and How to increase conversion rate for Software as a service companies - presentation made by Valentin Radu.
Webinar by GrowthMarketingConference, Business2Community & Omniconvert
The document discusses plans for developing a next generation ecommerce loyalty program. It outlines objectives of increasing awareness, engagement, and commerce. A loyalty ecosystem is proposed, grouping functionality like rewards points, reviews, community, and gamification across multiple platforms. Requirements are listed for each element. Prospective solutions are examined and a phased implementation plan is proposed starting with product reviews.
This document proposes testing a lead generation strategy with License! Global to help match readers with advertisers and facilitate new business opportunities. It outlines how lead generation works by using calls to action and landing pages to qualify and score leads that are then delivered to advertisers. The proposal suggests testing the strategy with a hybrid sales model of lower ad costs plus pay-per-lead fees using Hubspot for automation. Key performance indicators would be established and feedback gathered from small advertiser participants before fully launching long-term lead generation projects across Advanstar groups.
Taming the Marketing Data Beast | Origami Logic Marketing Graph WebinarOrigami Logic
Make more informed campaign decisions with a data model that’s designed for modern marketing.
Marketers continuously struggle to draw insights from the millions of marketing signals generated each day by increasingly complex and diverse cross-channel campaigns. With growing volumes and variety of data, marketers more than ever need to understand the dynamic relationships between metrics from social media, display advertising, search, mobile, web, CRM, email, and more.
Origami Logic’s Marketing Graph™, is the heart of the data model that collects and refines cross-channel data in a way that brings meaning to the data, supporting the unique measurement needs of stakeholders from the CMO to analysts to brand marketers.
In this webinar, we will discuss common questions about marketing data models and how the Marketing Graph™ contributes to performance insights and decision making during and after your campaigns.
- Marketing data is very complex and dynamic, what challenges does this create when measuring marketing performance?
- Why traditional BI tools are insufficient for marketing specific use cases?
- How the Marketing Graph™ is tackling the challenge of cross-channel measurement.
- How does the Marketing Graph™ help a marketing analyst?
Launching a Personalization Pilot with Acquia Lift: From Concept to Customers...Acquia
The growing trend within the digital experience market is the demand for more personalized experiences by its users. To address this need, many organizations establish a data-driven personalization initiative on their digital marketing roadmap, but end up facing challenges getting their personalization project off the ground.
In this session, you will learn:
- How to plan a successful personalization initiative in your organization
- The six most common challenges with personalization strategy
- Three example use cases that you can use in your own proof-of-concept
- How to launch a personalization pilot on your website in just 10 days
According to a recent Forbes report, 89% of business leaders believe analytics will revolutionise business operations. Analytics not only provides marketers with valuable insights but also serves as the driving force behind the effectiveness of digital marketing.
Understanding your customers' behaviour and preferences helps you drive targeted messages across different digital and social platforms, allowing you to communicate with them more effectively.
In collaboration with the Marketing Institute of Singapore (MIS), Singtel invites you to a complimentary workshop on Digital Marketing analytics.
Key Points:
• Learn how analytics enables you to gain insights on your customers so as to develop effective marketing strategies
• Understand how to put together an effective web measurement programme to define and improve marketing ROI
• Acquire skills to better market your products or services to your target audience using the right tools and platforms
This document provides information about a session on clickstream analysis and web analytics. The session aims to provide students with an understanding of clickstream data collection, analysis, and interpretation to optimize digital experiences. Key topics covered include clickstream analysis, multiple outcome analysis, experimentation and testing, competitive intelligence, and incorporating customer feedback. The session learning outcomes are for students to apply clickstream data to improve digital experiences and use competitive intelligence to inform decision-making.
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...Optimizely
Join Optimizely’s lead strategy consultant, Alek Toumert, to understand how to experiment and optimize throughout the checkout flow.
Consumer’s expectations have been rapidly changing, and the checkout process is one of the most important consumer engagement points. Experimentation can enable you to create a better checkout experience, regardless of channel. As the only experimentation platform that is PCI compliant across the board, Optimizely enables customers to experiment at any point in the customer journey.
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
This document discusses how predictive analytics and content targeting can improve the user experience. It defines predictive analytics as examining patterns in data to identify future risks and opportunities. Content targeting provides customized content for users based on their behaviors and attributes. This enhances the customer experience by delivering relevant information. Predictive analytics has various uses, such as reducing churn, increasing sales, and optimizing operations. Case studies show how predictive analytics helped a truck manufacturer anticipate breakdowns and a retailer increase revenues through audience segmentation and recommendations. The document advocates for strategic content targeting over generic content to create a better customer experience.
A Common Sense Approach to Account-Based Analytics & PersonalizationSaasMQL
It’s tough to know where to start when it comes to understanding how your website experience fits within an Account Based Marketing strategy. ABM and personalization might seem like a natural fit, but how do you actually do it in a way that improves your customers’ experience and your KPIs?
Let’s end the guesswork. In this webinar Arun Sivashankaran, CEO of FunnelEnvy, will share the good, bad and ugly from years of experience helping B2B demand generation teams tackling account based analytics & personalization. Instead of ineffective “vanity experiences” that consume time and resources, we’ll share a framework and tools to develop a data-driven understanding of your customers’ revenue journey. Then we’ll address how to accelerate that journey through common-sense campaigns that actually help your customers and deliver revenue.
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
The document provides an overview of pay-per-click (PPC) marketing principles and terminology. It discusses the history and effectiveness of PPC, the major search networks, key PPC concepts like keyword matching and quality score, how to structure a successful PPC account with campaigns and ad groups, and tips for writing compelling ads and optimizing performance.
Google Analytics: Overview & Key Metrics for Retirement CommunitiesOur Kids Media
A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you.
nextNY Online Marketing School - SEM PresentationnextNY
The document provides an overview of search engine marketing and pay-per-click (PPC) advertising. It discusses key benefits of PPC including large targeted traffic, easy measurement of ROI, and cost effectiveness. Challenges include slow adoption, complexity, and time requirements. The document outlines best practices for successful PPC campaigns including defining goals, keywords, budgets/bidding, and tracking. It also discusses the importance of factors like geography, time of day, negative keywords, and quality scores. Automation and third-party tools can help address challenges for small/medium businesses.
Guide to optimizing Adwords and Bing Ads pay per click ad campaigns for a lower average cost per click and more qualified leads and sales conversions. To learn more about how to generate more qualified leads from search advertising and content marketing, check out http://www.marketdoc.com
Business Growth By Customer Acquisition and Loyalty MarketingAutoSyndicationUSA
The purpose of the Dynamic Growth Concepts is to help business owners and leaders hurdle the many stumbling blocks that impede progress and, all too often, knock
businesses and organizations completely out of the race. The most daunting obstacle blocking the path to success is what I call the cold, hard truth.
Call Mark @ Dynamic Growth Concepts because I want to help you learn the truth,
The marketing choices available to you flow from your ability to deliver and capture value. Value is determined by how much satisfaction your product offers and much effort it requires. Positioning takes sacrifice. It means giving up the vast majority of the market, in exchange for a very small niche that your are best suited to dominate. The war may take place in the market, but each battle is fought in the mind. Social validation is the most powerful catalyst for action. Limit your efforts to 3 channels in parallel. The sooner you can start executing, the sooner you can find what channels will work for you. Check the math before taking on a new channel. Avoid getting lost in tactics and aimless execution, by defining what success looks like. Create the report you will use to measure success and build the infrastructure to support it. It is much easier to double your revenue by doubling your conversion rate than it is by doubling your traffic. Test copy over design, and drastic changes over subtle ones. Now that you’ve followed all the rules, it’s time to throw away the rulebook. Time to try some new ideas, and find unorthodox ways to multiply your customer base.
Measurecamp LDN 18 - Customer journey: Marketing clouds vs Customer data hubsMarc-Anton Clavel
Previously worked with Adobe and now working with Teradata, I will present the benefits of both worlds and share some insights about previous projects and numbers.
Friendly discussions & challengers welcomed!
Tags: #CustomerJourney #BigData #Teradata #MarketingCloud #Adobe
What’s New in Google Analytics: New Features & What You Need to KnowEmpirical Path
Empirical Path web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It. The presentation covers:
- How to give credit to various sources across your sales funnel with the MultiChannel Funnels/Attribution Modeling Tool
- How to use Content Experiments to test different versions of your site to understand the most effective versions of landing pages
- How to track the same visitors across mobile to your website using Universal Analytics
This document provides an overview of Google Analytics 101. It discusses why analytics are important, how to set up goals to define desired outcomes, and how to analyze data on acquisition sources, user behavior, conversions and more. The goal is to understand how visitors interact with a website and drive continual improvement through data-driven decisions.
Similar to Personalize Wisely: The Dos and Don'ts of Personalization (20)
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
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
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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
6. 6
What is personalization?
Personalization is the process of delivering relevant content to each segment of visitors.
A current member
would see:
While a prospect
would see:
“Click Here to Login to Your Account”
“Login to Dispute a Claim”
“Thank You For Your Loyalty! You are Eligible for Discounted Pricing”
“Never Worry about Your Bill Again - Enroll in Auto Pay”
“Register to Pay Your Bills Online”
“Register to Receive Monthly Promotions”
“We Offer the Most Competitive Pricing in the Market”
“Get 0% APR on Transfers and Purchases”
“Great Coverage at an Affordable Price!”
7. Nearly three-fourths (74%) of online consumers get
frustrated with websites when content (e.g. offers, ads,
promotions) appears that has nothing to do with their
interests. (Source: Janrain & Harris Interactive)
8. In a study of 650 multi-channel marketing campaigns,
personalized campaigns consistently and overwhelmingly
beat out static campaigns in generating a high response rate
from recipients. (Source: MindFire)
9. 9
Visitor Attributes used for Personalization
Unfinished Quote
Behavior
Click Behavior
First Time vs.
Repeat visitor
Context
Keyword
Search
engine
Referring URL
Device
Type
Time
Date
Referrer Type
Demography
Median Income
Median Age
Presence of Children
Locality Type
Education
Geography
City
DMA
Zip Code
State
Customer
data
Current vs. Prospect
Product
Type
Customer Loyalty status
Internal segment
name
• Searched for “Cheap Travel
Tickets to NYC” on Google
from an iPhone
• Likely Bachelors degree,
earning $75,000 - $100,000
• New customer
• Milwaukee
• First Time visitor
11. 11
var
Personalization Workflow
IDENTIFY DATA
FIELDS
CHOOSE DATA
FIELDS
DETERMINE
SEGMENTS
KPI FOCUS PER
SEGMENT
GENERATE IDEAS
Identify any and all
data/visitor attributes that
can be used to personalize
the experience (e.g.
device, referring source).
Focus on a single data field
at any given time in the
early stages of
personalization to help
keep things streamlined
and less complex.
Determine whether or not
there are any segments
associated with the data
field.
Determine if each segment
requires a separate goal or
not. Some segments may
share goals while others
may differ.
Generate test ideas for
each segment.
Paid – Non Brand
Paid – Brand
Social
Display
Social
Facebook
Instagram
Form Submits
Call to Quote
Align respective social
branding to landing page
Are visitors from Instagram
more willing to call?
TEST & PERSONALIZE
AB & Multivariate Test
Ideas
Test respective ideas for
each segment.
12. 12
Identify Data Fields
Trip Type
Trip Length
Identify any and all data/visitor
attributes that can be used to
personalize the experience (e.g.
device, referring source).
Referring Source
Length of Trip
Trip Type
Referring Source
13. 13
Identify Data Fields
CampaignID
Identify any and all data/visitor
attributes that can be used to
personalize the experience (e.g.
device, referring source).
Referring Source
CampaignID
New vs. Repeat
Referring Source
New vs. Repeat
14. 14
Choose an Initial Data Field: Referring Source
Focus on a single data field at
any given time in the early
stages of personalization to
help keep things streamlined
and less complex.
Leveraging analytics data will
help you identify the data field
that could benefit most.
236,445
Visitors
55%
Step 1 Rate
7%
Order Complete Rate
Paid Search
184,914
Visitors
49%
Step 1 Rate
11%
Order Complete Rate
Organic Search
38,021
Visitors
43%
Step 1 Rate
3%
Order Complete Rate
Display
12,730
Visitors
61%
Step 1 Rate
6%
Order Complete Rate
Email
16. 16
Generate Ideas
Non-branded search term visitors
May not be familiar with the company
More likely attracted to affordability
Testing Variables
Competitive messaging in the headline (ex: “One stop shop”)
Emphasize low cost in sub-headline
Targeted image
17. 17
Generate Ideas
Branded search term visitors
Familiar with the company
Know what they want
Testing Variables
Prominent login CTA
Remove informative content about the company from landing page &
emphasize CTA
18. 18
Testing & Personalization (Branded)
The test explored the
impact of streamlining the
landing page for branded
search visitors.
We saw an increase in
downstream conversions as
the challenger simplified
experience and focuses
more attention on primary
call to action.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Step 1 Order Complete
Control Challenger
+48.20%
Segment: Brand search term visitors
KPI: Step1, Order Complete
19. 19
Testing & Personalization (Non-Branded)
Segment: Non-brand search term visitors
KPI: Step1, Order Complete
7.30%
7.40%
7.50%
7.60%
7.70%
7.80%
7.90%
8.00%
8.10%
8.20%
8.30%
Order Complete UAR
Control Winner
+7.30%
This test explored the impact of
introducing informative
content to landing page on
non-branded visitor
conversion.
Additional product information
resonated with visitors
presumably less familiar with
the company & translated into
a positive lift in conversions
over the default experience.
21. Travel
• Destination/Arrival
• Day of week (weekday vs.
weekend traveler)
• Device (mobile vs. desktop)
• Discount code applied vs. not
applied
• Search results pages
• Add-ons page
• Geo specific Banners
• Order of search results
• Product/Search result badging
• Value driven headlines
• Recommended add-ons
• Reservation rate
• Average order value
• Add-on take-rate (think % of
people who take add-ons)
• Add-on Revenue
Common Data Fields Common Page Variables
Common Testing Iterations Common Metrics
22. 22
Travel Case Study
Segment: Weekday vs Weekend
KPI: Average Order Value, Reservation Rate
Goal/Hypothesis: Weekday renters, compared to weekend
renters, generally have a higher reservation rate. Test the
impact of adding badges to specific higher valued vehicles in
an attempt to increase average order value.
Test Variables: Blue badge above specific higher value
vehicles
• Take your trip from boring to fun
• Make this the best part of your trip and treat yourself
• Impress your clients with this car
• Upgrade your trip and travel in style
• Travel larger. This vehicle fits [insert #] passengers
+9%
Average Order Value
23. Common Data Fields Common Page Variables
Common Testing Iterations Common Metrics
• Device Type, location
• New vs. Return Visitors
• Current Customer vs New
• Last Product Ordered/
Browsing Patterns
• Search Box
• Homepage Product
Overview
• Shopping Cart
• Registration Page
• Promotions
• Seasonal Specific Product
• Security Messaging
• Membership Benefits
• Revenue per Visitor
• Conversion to Purchase
E-commerce
24. 24
E-commerce Case Study
Segment: Tablet
KPI: Revenue per Visitor, Thank You
Goal/Hypothesis: AB test to explore impact of new Tablet
design against Desktop design for Tablet visitors.
New experience personalized for a smaller screen size
resonated with visitors providing lift for both Revenue and
Thank You page conversion
Test Variables: Desktop vs new Tablet display for Tablet
visitors.
+285%
Revenue per Visitor
25. Insurance
Common Data Fields
• Device Type
• Location
• Demographic
• Insurance Type
Common Page Variables
• Homepage
• Product Content
Common Testing Iterations
• Insurance Quote CTA
• Informative Content
• Banner Demographic
Alignment
Common Metrics
• Locate Agent
• Call Agent
• Online Quote CTA
Engagement
• Quote Complete
26. 26
Insurance Case Study
Segment: Geo-location
KPI: Quote Start Clicks/ Contact Agent Clicks
Goal/Hypothesis: The goal of experiment was to explore
impact of introducing geo-targeted dual CTA (Quote/Agent)
within informative content pages.
Banner called out conversion methods available within the
visitor’s areas.
Test Variables: New mid-page banner with geo-targeted
options for both quote and agent.
+163%
Quote Starts
29. 29
Use available data points to identify and prioritize customer
segments to personalize against.
Analysis conducted of several different data sources
including
Analytics
Clickstream
voice of the customer
competitive data.
D
DATA
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
0
500
1000
1500
2000
Direct/Bookmarked External - Organic
search
External - Other Internal - Other
Referrer Type
Visitors Quote Start Thank You
30. 30
Consider allocation of resources as it pertains to every step
of the personalization process.
At the end of the day, you must be able to answer the
question - “Do I have enough resources to accomplish my
personalization goals?”
R
RESOURCES
Agency
Testing Vendor
IT Department
Personalize
• Develops
mocks
• Hosts assets
• Develops web
pages
• Analyzes data
points
• Generates ideas
• collaborates on
strategy
• Launches tests
• Manages pipeline
• Captures insights
• Declares winner
• Deploys segment
winners
• Manages release
schedule
31. 31
Identify areas of the page or website that could benefit
from testing and optimization and outlines
recommendations for how to improve performance.
Use your knowledge of the visitor segment to inform your
testing concepts. One size does not fit all as different
visitors behave differently and have varying reasons for
visiting your pages.
I
IDEATION
32. 32
Validate your personalized testing concepts through
AB/MVT testing
Even if your challenger/s fail to yield a positive impact, data
collected during experiment assists with identifying new
website problem areas and visitor drop off points.
V
VALIDATION
A/B
Vs.
MVT
33. 33
Establish a continuous testing process that allows your team
to prioritize pages and KPI through out the year
We shouldn't forget that the end goal is to deploy our
winning variations to our default content.
At the end of the day, testing should be iterative and our
insights cumulative. We should continuously build upon
previous results and learningsE
ESTABLISH