Tom Shapiro from Stratabeat hosted a webinar about using behavioral intelligence to improve website performance. He discussed how behavioral intelligence can provide deeper insights into audiences and their behaviors to better understand website usage and improve metrics like engagement, conversions and retention. The webinar covered building customer journeys and personas, analyzing behavioral data through tools like scroll mapping and form analytics, and implementing a behavioral intelligence framework to continuously collect data and optimize the user experience. Questions from attendees were answered at the end.

1. #wpewebinar
Tom Shapiro, Stratabeat
Using behavioral intelligence to
improve website performance.

2. #wpewebinar
What You’ll Learn
● What is behavioral intelligence
● Gaining deeper audience insights
● Beyond analytics - understanding true website performance
● How to implement a behavioral intelligence framework
● Q&A

3. #wpewebinar
Ask questions as we go.
We’ll answer as many questions as we can after
the presentation
Slides and recording will be
made available shortly after
the webinar
Use the “Questions” pane
throughout the webinar

4. #wpewebinar
CEO
Stratabeat
@TomShapiro
Tom ShapiroINTRODUCING TODAY’S EXPERT
• CEO of Stratabeat, a branding, web design, and digital
marketing agency
• Author of the book “Rethink Your Marketing”
• Founder of a neuromarketing group with 400+ members
• Developed marketing strategies for more than a dozen
Fortune 500 brands
• Published in Chief Marketer, CMO.com, CNN, Forbes,
MarketingProfs, MediaPost & More
• Lived in Japan for six years
CEO
Stratabeat
@TomShapiro
Tom Shapiro

5. #wpewebinar

6. #wpewebinar
Go Beyond the WHAT to Understand the WHY

7. #wpewebinar
Page Views Mean NOTHING

8. #wpewebinar

9. #wpewebinar
81,000+ Unique Page Views

10. #wpewebinar
Leads?

11. #wpewebinar

12. #wpewebinar
The Knowledge Hub

13. #wpewebinar
Thought They Were Crushing It

14. #wpewebinar
3 Clicks

15. #wpewebinar
Benefits of Behavioral Intelligence
● Gain a deeper understanding of your audience
● Identify the triggers that influence behavior
● Improve site usability
● Increase engagement
● Increase conversions
● Increase user acquisition
● Increase retention
● Improve site navigation
● Make better website design decisions
● Justify your design choices

16. #wpewebinar
Personas

17. #wpewebinar
Go Beyond the WHO to
Understand the WHY

18. #wpewebinar
Why are they visiting your
website?

19. #wpewebinar
What are the problems
they are trying to solve?

20. #wpewebinar
What specific actions
should they be taking?

21. #wpewebinar
Interviews, Surveys & Audience Insights

22. #wpewebinar
Build a Customer Journey Per Persona

23. #wpewebinar
95% of a Purchase
Decision is Based on
the SUBCONSCIOUS
Source: Gerald Zaltman, Professor, Harvard Business School

24. #wpewebinar
We’re not conscious of most things…
Until we ASK OURSELVES
about them.

25. #wpewebinar
Alfred Yarbus & Eye Tracking
Reviewing Ilya Repin’s painting An Unexpected Visitor

26. #wpewebinar
What are your audience members
ASKING
THEMSELVES
at each step of the customer journey?

27. #wpewebinar
Poll: Do you use behavioral
intelligence in your website
today?

28. #wpewebinar
Behavioral Analytics:
Scroll Mapping

29. #wpewebinar

30. #wpewebinar

31. #wpewebinar

32. #wpewebinar
⅔ of Product Suite
NEVER VIEWED by
49% of Page Visitors

33. #wpewebinar
Behavioral Analytics:
Click, Heat & Attention
Mapping

34. #wpewebinar

35. #wpewebinar
Why Attend?

36. #wpewebinar

37. #wpewebinar

38. #wpewebinar

39. #wpewebinar
2X More Clicks

40. #wpewebinar
Move It Up the Page

41. #wpewebinar
Behavioral Analytics:
Form Analysis

42. #wpewebinar

43. #wpewebinar
Behavioral Analytics:
Behavior through the Funnel

44. #wpewebinar

45. #wpewebinar
Session Recordings

46. #wpewebinar

47. #wpewebinar

48. #wpewebinar
Behavior-Based CTAs

49. #wpewebinar

50. #wpewebinar
300%
Increase in Mailing List Opt-ins

51. #wpewebinar
Behavioral Intelligence
Framework

52. #wpewebinar
Clicktale
Behavioral Intelligence Tools.
Mouseflow
Hotjar
Decibel
CrazyEgg
FullStory

53. #wpewebinar
Behavioral Intelligence Framework
AUDIENCE INSIGHTS
● Audience Segments
● VoC: Interviews, Surveys, Polls, Etc.
● Personas
● Customer Journey
● Questions Mapped to the
Customer Journey
BEHAVIORAL TRIGGERS
● Behaviorally-triggered Calls-To-Action
(CTAs)
● A/B Testing
BEHAVIORAL ANALYTICS
● Scroll Mapping
● Heat/Click/Attention Mapping
● Session Recordings
● Form Analytics
● Funnel Analytics
● IP Detection Integration
● Filtered Segments
ANALYSIS & OPTIMIZATION
● Continuous Data Collection
● Performance Analysis
● Site Updates & Optimization

54. #wpewebinar
Behavioral Intelligence Framework
DATA FILTERING
EXPERIENCE SCORING
ANALYSIS SCHEDULE
REPORTING PROTOCOLS

55. #wpewebinar
Q&A

56. #wpewebinar
Inquiring minds want to know.
Questions and Answers.
* Slides, recording and resources will be made available within
the next several days

57. Rethink Your Marketing
7 Strategies to Unleash Revenue Growth
By Tom Shapiro
Free Chapter:
RethinkYourMarketing.com/wpengine

58. #wpewebinar
Article - Using Behavioral Intelligence to Build the Website of Tomorrow
Resources.
Stratabeat
Rethink Your Marketing book website
Rethink Your Marketing (on Amazon)
Article - Why Behavioral Intelligence is “The New Black” for Marketers
On-Demand Webinar - 15 Proven Methods to Increase Your Site Conversions

59. #wpewebinar
Join us!
https://wpeng.in/summit-us/

60. #wpewebinar
How helpful?
How to improve?
Future topics?
Help us get better.
How helpful?
How to improve?
Future topics?

61. #wpewebinar
Thank You.