Citrix conducted an A/B test of personalization on its website to increase engagement and conversions. It tested industry-targeted banner ads and session recommendations personalized by visitor industry. The personalized banners increased clicks by 30% and engagement by 10%, while personalized sessions increased clicks by 30% and 168%. Based on this success, Citrix integrated personalization technology into its content management system to continue tailoring experiences for visitors.
2. Today’s Speakers
Jessica Fewless
Director, Field & Partner
Marketing
Demandbase
Cori Kaylor
Sr Manager, Web Strategy
& Online Marketing
Citrix
Jessica Collier
Web Conversion Strategist
Citrix
3. Housekeeping
This webinar is being recorded.
Slides and recording will be e-mailed.
There will be time for Q&A at the end.
Submit questions via the Q&A box below.
4. B2B is Different
Consumers Businesses
• Individuals
• Emotional purchasing
• May be impulse; buy in minutes
• Large market
• Transactional
• Companies/Accounts
• Task-oriented purchasing
• Planned; buy in months
• Smaller, niche market
• Strategic
5. 5
channel in making the
purchase decision.
70% of buyers
have indicated that the
VENDOR’S WEBSITE
MOST INFLUENTIAL
was the
Source: DemandGen Report
Your website is a critical marketing tool
6. 6
Website is #1 indicator of future revenue
…all roads eventually lead to the
company Website—buyers use
company Web sites as a primary
tool during the decision- making
process...
Since Websites are such an important stop for buyers,
and it is imperative that they have a good
experience during their visits, vendors must not lag
in this area.
- IDC, “2012 CMO Tech Marketing Barometer Study” (April 2012)
“
”
7. 85%
of website visitors
are not potential customers
80%
of web visitors abandon a site
In < 5 seconds
97%
of website visitors will ignore
call to action
Basic methods aren’t driving results
9. • Founded 1989
• $3.1B+ 2014 revenue
• 9,000+ employees
• 330,000+ enterprise customers
• 10,000+ partners in 100 countries
• #1 Desktop & App virtualization
• #2 Cloud Networking
• #2 Web Collaboration
About Citrix
10. • Overview
• Vision
• Challenges
• Strategy
• Technology stack
• Test plan and results
• Next steps and conclusions
• Q&A
Agenda
11. Centralized corporate team of web strategists, designers,
producers and developers
Manage over 30 web properties, including Citrix.com
Deliver web experiences that tell the Citrix story, amplify
awareness of our brand, move visitors through the customer
journey and generate leads and revenue
Web Experience team
12. “ Personalization is collecting
implicit or explicit user
information to create a content
delivery framework that not only
manipulates the information
presented to users but how it is
presented.”
- MarketingProfs
13. • Increased engagement
• Increased conversions
• More efficient communication
• Enhanced loyalty
Benefits of B2B Personalization
20. 5 steps to a personalization pilot
• Ensured
unique
• Reviewed data
• Personal data
• Company
• Behavior
• User
preferences
• Social data
• Reviewed
company
initiatives
• Analyzed
traffic
• Ensured that
there is
enough web
traffic
Location ContentTrafficAlign goalsPick a target
• Create content
for each
segment
• Determined
prominent
interaction
points for each
segment
26. Test plan
• Run (2) A/B tests (personalized messages vs generic messages)
Industry targeted hero banners on Citrix.com
Industry sessions for Synergy on Downloads page
• Measure specific goals
Clicks/engagement on banners
Bounce rate
• Leverage additional analytics tracking
Pages per session
Average session duration
27. Hypothesis & success measures
Increase engagement/clicks on banner by 10%
We believe that industry-specific content
personalization on Citrix.com will increase
engagement and decrease overall bounce rate.
Decrease bounce rate by 5%
32. Next steps
• Integrated Demandbase plug in for Adobe Experience Manager (CMS) in July
• Rolled out personalized vertical homepage banners in early August
• Continue to roll out vertical promos and content throughout site
• Operationalize the maintenance of personalized experiences
33. 1. Know your strengths and weaknesses
2. Leverage assets you already have
3. Deliver the content you know your visitor wants
4. Test and retest
How can you see results like Citrix?
34. Who’s coming to your website?
• Are they finding what they need?
• Are they finding the content you
WANT them to find?
Measure: Know your strengths and weaknesses
35. • Who do you WANT to talk to
• What do you WANT to tell them
Engage: Segment your Audience
36. Use the assets you already have
• Change upfront messaging
• Change imagery
• Change call-to-action
• Speak the language of your
visitor
• Lead them to the intended
CTA
Engage Convert: Test out your message
37. • Find out what worked – put it into production
• Identified what didn’t – test out something different
• Repeat
Measure: What worked? What didn’t?
----- Meeting Notes (4/17/15 10:14) -----
Slides and recording will be sent to you within 24 hours
For example, in the B2C space, companies like Amazon and Netflix have trained consumers to expect a personalized browsing experience — the website uses implicit (previous browsing historly) and explict information (‘likes’ on specific movies, for example) to provide recommendations.
This data not only surfaces more relevant content, but it also provides the opportunity to test the layout and presentation of these recommendations.
The expectation of a personalized customer journey has begun to spread into B2B and other industries. Many companies, including Citrix, are beginning to see personalization as a key strategy to their future marketing.
What’s clear is that your website is increasingly important – for taking prospect accounts from research/inquiry and moving them toward sales leads.
Think about it…before our call today, you visited our website, or thought about checking it out, right?
It’s proven with research too. 70% of B2B buyers say your website in the most influential channel for making a purchase
No matter what your job is (Website centric or not), we allow you to take advantage of the activity on your website and its importance in the buying process.
ALSO:
80% of buyers listed the B2B website as an integral part of their educational and decision making processes. – “B2B Buyer Survey Reveals Impact of Social Media on Vendor Selection Process,” -DemandGen Report, Sept. 11, 2012
“…all roads eventually lead to the company Web site – buyers use company Web sites as a primary tool during the decision-making process... Since Web sites are such an important stop for buyers, and it is imperative that they have a good experience during their visits, vendors must not lag in this area.” - IDC, “2012 CMO Tech Marketing Barometer Study” (April 2012)
80% of respondents report the corporate website is not performing to its maximum lead generation potential. -Demandbase 2011 National Website Demand Generation Study
Have you heard these common complaints?
Advertising doesn’t work!
The website sucks/is inefficient!
All the leads are bad!
We as marketers work hard defending their ability to attract, engage and convert new opportunities for the business. But no one (especially Sales) ever seems to be happy.
ALSO:
In a recent survey of more than 1,150 B2B sales executives only 31 percent of marketing generated leads were considered suitable.
-Sales Speaks: Perceptions & Ponderings on Marketing Leads, The Bridge Group and Vorsight
Most of the time, marketers are missing a key strategic focus…they’re marketing to masses of individuals, looking for anyone to show interest. Using tactics that originated with consumer marketing…We like to call that mass backwards
Given that you NEED to grab their attention within the first 5 seconds on their FIRST visit to your website, these tactics won’t work…
So now let me turn it over to Jessica and Cori who will walk you through the simple personalization tactics they deployed that DID work for them, overcoming these obstacles, and lead to some pretty amazing results
Carousel at the Top – If the content you want isn’t in the first slide, your audience probably won’t see it. They’ll be scrolling and looking elsewhere on the page to find what they are looking for
Featured Content – What does it mean to be “featured” or the “most popular” on your site? Who is it most popular with? Who is it intended for? Who is most likely to get value from it?
Clear Navigation – Every click that your visitor has to make increases their chances of bouncing. Not to mention you’re expecting them to find the content you want them to see on your site.
Cookies – This assumes they come back to your site! If they don’t find what they are looking for on the first visit, they are not likely to come back!
Attitudes toward personalization have definitely come a long way.
Just a few years ago, I worked at an agency and we talked a lot about personalization — personalizing landing pages with visitor information, prefilling forms fields and tweaking copy based on known user data.
Today, we think about personalization as collecting both implicit user information — data that is not provided intentionally but gathered from available data streams — and explicit user information — to create a content delivery framework that not only manipulates the information presented to user, but how it is actually presented.
And I say “beginning” because personalization has been a marketing buzzword for a number of years, but it has yet to be FULLY realized as a strategic influence during the B2B buying experience. To become a marketing power play, personalization must get far beyond inserting name, title, or company into email messages — that is customization, not personalization.
In Adobe's recent 2014 Digital Marketing Optimization Survey, 75% of respondents agreed that personalization is an effective method of converting site visitors into customers — but the benefits of personalization go beyond conversions — personalization can help a company communicate more efficient with their customers, helping to drive enhanced loyalty and brand.
You’d think it would be a “no-brainer” right?, yet many companies struggle to implement a successful strategy.
Why?
So, let’s talk about the technology. During our initial discovery, research and requirement gathering, we did our due diligence and evaluated several technologies. Some of which we already were leveraging, and others that were possibilities — we looked at several real-time targeting and personalization tools.
We leveraged a powerful tech stack — all technologies that were already being used across the organization, some in different departments.
- Accessed company-level data through Demandbase to identify target industries
- Used Optimizely to A/B test the effectiveness of the personalization
- Monitored additional data/reports in Google Analytics
- Served personalized content and images on Adobe AEM, our CMS, using Optimizely
Five lessons from the top 20% #1: They test to make decisions
The top performers use testing to aid in decision-making, whether at an individual, team, or corporate level. Data and performance metrics are consistently used to analyze test results, evaluate the tactics used, and recommend next best actions.
70% of top performers use testing in various capacities, compared to only 46% for the rest of the sample
We ran (2) A/B tests (personalized messages vs generic messages)
- Industry targeted hero banners on Citrix.com
- Industry sessions for Synergy on Downloads page
We set goals in Optimizley — to track overall bounce rate and clicks/engagement on the hero banners.
Clicks/engagement on banners
Bounce rate
We leveraged additional analytics tracking in Google Analytics to ensure we could do further, more robust analysis:
- Pages per session
- Average session duration
.
Pilot resulted in huge improvements in overall visitor engagement for our three target segments — Healthcare, Education and Finance industries. We saw an overall decrease in bounce rates on the homepage and increases in pages per session.
Homepage banner personalization resulted in:
30% average engagement increase….
7% average decrease in bounce rate
10% average increase in session duration
4% average increase in pages per session
Specific to Citrix
Who do you WANT to talk to:
Industry Segments
Key Account List
Customers
What do you WANT to tell them:
Why your solution is perfect for them
Which exact solutions are right?
Other companies that have seen success