The Homepage is Dead

•

1 like•2,601 views

Yes, I said it. THE homepage is dead. No, this doesn’t mean you should all go delete your homepages. It means that a single version of the homepage that targets everyone who visits your site is a thing of the past. It’s time to uplevel your homepage with some personalization and move from ‘the” homepage to “a” homepage”. In this talk, Cara will share lessons learned from Optimizely’s recent undertaking of totally redesigning their homepage and fully personalizing it for all sorts of visitors and behaviors. Actionable takeaways you will learn: Defining who you’re personalizing for with a little introduction to account-based marketing. The people involved in the process and who you need to fuel a campaign for yourself. Setting realistic goals for personalization and measuring them.

Technology

@caraharshman #CTAConf
“The Homepage”
is dead
by Cara Harshman
Call to Action
Conference 2016

@caraharshman #CTAConf
1998 was a big year.

@caraharshman #CTAConf
If we have 4.5
million customers,
we shouldn’t have
one store. We
should have 4.5
million stores.
-Jeff Bezos, 1998
“

@caraharshman #CTAConf
We
think
you’d
like…
glowy
shit.

@caraharshman #CTAConf
Today, most
websites still say
come one come
all.

@caraharshman #CTAConf
As marketers, we
reveal our secret
tips & tricks then
use said tips &
tricks to beat
each other.

@caraharshman #CTAConf
From this
for
everyone…

@caraharshman #CTAConf
To this for
Sony…

@caraharshman #CTAConf
And this
for Target.

@caraharshman #CTAConf
And this
for the
New York
Times.

@caraharshman #CTAConf
And this
for retail
companies.

@caraharshman #CTAConf
And this
for travel
companies.

@caraharshman #CTAConf
And this
for the
afternoon.

@caraharshman #CTAConf
And this
for 3 am.

@caraharshman #CTAConf
We went from
1 homepage
to 26+
personalized
homepages.
This
To this

@caraharshman #CTAConf
1.
WHY
REDESIGN &
PERSONALIZE?

@caraharshman #CTAConf
FIND THE
GLOBAL
MAXIMUM

@caraharshman #CTAConf
We were
here.
We wanted
to get here.

@caraharshman #CTAConf
SUPPORT
ACCOUNT-BASED
MARKETING

@caraharshman #CTAConf
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN

@caraharshman #CTAConf
WHO ?
WHAT ?
WHERE ?
ACCOUNT-
BASED
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN

@caraharshman #CTAConf
SHOW
INSTEAD OF
TELL

@caraharshman #CTAConf
How do we
show the
value?

@caraharshman #CTAConf
The
“What’s
going on
here?”
Button

@caraharshman #CTAConf
WHY?
1. Learn more about ABM:
view Engagio Slideshare
on ABM
2. Read ConversionXL and
HelpScout on “Local
Maximum”
3. Do a 5-second value audit
on your website

@caraharshman #CTAConf
2.
WHAT DID
WE CHANGE?

@caraharshman #CTAConf
CREATED 26
AUDIENCES
INSTEAD OF 1

@caraharshman #CTAConf
Audiences
should be:
↣ Identifiable
↣ Valuable
↣ Differentiated

@caraharshman #CTAConf
Geography IndustryEngaged
visitors
Named
Accounts
BEHAVIORAL DEMOGRAPHIC

@caraharshman #CTAConf
DESIGN
THE PAGE
TO BE
PERSONALIZED

@caraharshman #CTAConf
If you want to
personalize a page,
you need to make
space for
personalized
content.

@caraharshman #CTAConf
Hero Image
Headline
Calls to Action
Personalization
Boxes

@caraharshman #CTAConf
Section
headline
Customer logos
and quotes

@caraharshman #CTAConf
Relevant
content and
events
Calls to Action

@caraharshman #CTAConf
WHAT?
1. Define Audiences →
optimize.ly/p13n-template
2. Content: Print out
homepage, circle areas you
can personalize w/ content
3. More details →optimize.ly/
homepage-story

@caraharshman #CTAConf
3.
HOW
DID IT
PERFORM?

@caraharshman #CTAConf
When
personalizing,
it’s still
important to
measure.

@caraharshman #CTAConf
Qualitative
Impact
holy shit!
-teespring
“ ”

@caraharshman #CTAConf
Qualitative
Impact

@caraharshman #CTAConf
B
A
- 1.5% engagement
- 113% views of Solutions page
- 117% starts account-create
process
- No effect down funnel on leads
Quantitative
Impact

@caraharshman #CTAConf
HOW?
1. Measuring proves its
working or not working
2. It opens up so many
opportunities for testing
and discovery

@caraharshman #CTAConf
MY CTA:
ASK
YOURSELF
3. Where is the best
place to deliver this
message?
1. Who are my most
important customers?
2. What can I say/do to
show them how
important they are ?

@caraharshman #CTAConf
here rests
“The Homepage”
1998-2016
survived by
“many a homepage”

@caraharshman #CTAConf
Thank You!
bit.ly/caraCTAconf

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The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development. The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers: State of global ICS asset and network exposure Sectoral targets and attacks as well as the cost of ransom Global APT activity, AI usage, actor and tactic profiles, and implications Rise in volumes of AI-powered cyberattacks Major cyber events in 2024 Malware and malicious payload trends Cyberattack types and targets Vulnerability exploit attempts on CVEs Attacks on counties – USA Expansion of bot farms – how, where, and why In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East Why are attacks on smart factories rising? Cyber risk predictions Axis of attacks – Europe Systemic attacks in the Middle East Download the full report from here: https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/

Elevating Tactical DDD Patterns Through Object Calisthenics

Dorra BARTAGUIZ

After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!

Epistemic Interaction - tuning interfaces to provide information for AI support

Alan Dix

Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024 https://alandix.com/academic/papers/synergy2024-epistemic/ As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.

Generative AI Deep Dive: Advancing from Proof of Concept to Production

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The Homepage is Dead

1. @caraharshman #CTAConf “The Homepage” is dead by Cara Harshman Call to Action Conference 2016

2. @caraharshman #CTAConf 1998 was a big year.

3. @caraharshman #CTAConf

4. @caraharshman #CTAConf

5. @caraharshman #CTAConf

6. @caraharshman #CTAConf

7. @caraharshman #CTAConf If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores. -Jeff Bezos, 1998 “

8. @caraharshman #CTAConf We think you’d like… glowy shit.

9. @caraharshman #CTAConf Today, most websites still say come one come all.

10. @caraharshman #CTAConf As marketers, we reveal our secret tips & tricks then use said tips & tricks to beat each other.

11. @caraharshman #CTAConf From this for everyone…

12. @caraharshman #CTAConf To this for Sony…

13. @caraharshman #CTAConf And this for Target.

14. @caraharshman #CTAConf And this for the New York Times.

15. @caraharshman #CTAConf And this for retail companies.

16. @caraharshman #CTAConf And this for travel companies.

17. @caraharshman #CTAConf And this for the afternoon.

18. @caraharshman #CTAConf And this for 3 am.

19. @caraharshman #CTAConf We went from 1 homepage to 26+ personalized homepages. This To this

20. 1.WHY? 2.WHAT? 3.HOW?

21. @caraharshman #CTAConf 1. WHY REDESIGN & PERSONALIZE?

22. @caraharshman #CTAConf FIND THE GLOBAL MAXIMUM

23. @caraharshman #CTAConf

24. @caraharshman #CTAConf We were here.

25. @caraharshman #CTAConf We were here. We wanted to get here.

26. @caraharshman #CTAConf SUPPORT ACCOUNT-BASED MARKETING

27. @caraharshman #CTAConf WHO ? WHAT ? WHERE ? DEMAND/ LEAD GEN

28. @caraharshman #CTAConf WHO ? WHAT ? WHERE ? ACCOUNT- BASED WHO ? WHAT ? WHERE ? DEMAND/ LEAD GEN

29. @caraharshman #CTAConf SHOW INSTEAD OF TELL

30. @caraharshman #CTAConf

31. @caraharshman #CTAConf I love it but...

32. @caraharshman #CTAConf How do we show the value?

33. @caraharshman #CTAConf The “What’s going on here?” Button

34. @caraharshman #CTAConf WHY? 1. Learn more about ABM: view Engagio Slideshare on ABM 2. Read ConversionXL and HelpScout on “Local Maximum” 3. Do a 5-second value audit on your website

35. @caraharshman #CTAConf 2. WHAT DID WE CHANGE?

36. @caraharshman #CTAConf CREATED 26 AUDIENCES INSTEAD OF 1

37. @caraharshman #CTAConf Audiences should be: ↣ Identifiable ↣ Valuable ↣ Differentiated

38. @caraharshman #CTAConf Geography IndustryEngaged visitors Named Accounts BEHAVIORAL DEMOGRAPHIC

39. @caraharshman #CTAConf DESIGN THE PAGE TO BE PERSONALIZED

40. @caraharshman #CTAConf This To this

41. @caraharshman #CTAConf If you want to personalize a page, you need to make space for personalized content.

42. @caraharshman #CTAConf Hero Image Headline Calls to Action Personalization Boxes

43. @caraharshman #CTAConf Section headline Customer logos and quotes

44. @caraharshman #CTAConf Relevant content and events Calls to Action

45. @caraharshman #CTAConf WHAT? 1. Define Audiences → optimize.ly/p13n-template 2. Content: Print out homepage, circle areas you can personalize w/ content 3. More details →optimize.ly/ homepage-story

46. @caraharshman #CTAConf 3. HOW DID IT PERFORM?

47. @caraharshman #CTAConf

48. @caraharshman #CTAConf When personalizing, it’s still important to measure.

49. @caraharshman #CTAConf Qualitative Impact holy shit! -teespring “ ”

50. @caraharshman #CTAConf Qualitative Impact

51. @caraharshman #CTAConf B A - 1.5% engagement - 113% views of Solutions page - 117% starts account-create process - No effect down funnel on leads Quantitative Impact

52. @caraharshman #CTAConf HOW? 1. Measuring proves its working or not working 2. It opens up so many opportunities for testing and discovery

53. @caraharshman #CTAConf MY CTA: ASK YOURSELF 3. Where is the best place to deliver this message? 1. Who are my most important customers? 2. What can I say/do to show them how important they are ?

54. @caraharshman #CTAConf here rests “The Homepage” 1998-2016 survived by “many a homepage”

55. @caraharshman #CTAConf Thank You! bit.ly/caraCTAconf

The Homepage is Dead

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