Slides from my talk at AllThingsData Tel Aviv, presented on May 2nd 2018. Learn how to use Google Tag Manager to set up an A/B testing and website personalisation engine.

1. Website Personalisation DIY
with Google Tag Manager
Johannes Radig @joradig

2. Who am I?
🤓

3. My evolution to man geek

4. Creativity
CodeData
Growth “Hacking”
(where the magic happens)

5. What's this about?
🧐

6. Today, you’ll learn…
(1) WHY?
Personalisation?
Why DIY?
(2) WHAT?
Intent Segmentation
Split Testing
(3) HOW?

7. (1.1) Why Personalisation ?

8. Personalisation as business driver
Profit increases for
businesses using
personalisation by 20203
Say it influences their
purchasing noticeable1
Businesses using
personalisation saw
major uplift2
1- InfoSys Genome Research, 2013
2- Econsultancy: Conversion Rate Optimization Report 2017
3- Gartner, 2016
59% 33% 15%
# 🤑 💸

9. Through…
Boosting Engagement
Improving Conversion Rate
Improving Customer Retention

10. (2.1) Why DIY?

11. 72 percent of CEOs agreed
with the statement….
“[Marketers] are always
asking for money but can
rarely explain how much
incremental business this
money will generate”
(Fournaise Marketing Group 2011)
Photograph by Mario Tama — Getty Images

12. Personalisation Tool Dilemma?
Option 1
Personalisation
Tools
Marketer Finance Marketer Finance
☹

13. Personalisation Tool Dilemma?
DIY Option 2
Personalisation
Tools
Marketer Finance Marketer Finance
😁

14. Well, there’s that as well…
Unlimited Traffic / Users / Segments / Campaigns
No additional Tags required
Free (as in 🍺 )
GDPR compliant

15. (2) What does it do?

16. What we can do…
Andy
Control
Sue
Test
Notpersonalisedpersonalised
What your dog
deserves: only the best
$8 $35 $385
Selected products for you
What your pet
deserves: only
the best
$35 $189 $385
Our range

17. Show a personalised
(home)page to returning
visitors
Change the copy & images on
your landing page based on
the campaign / channel
Create intent-based
pop ups
What your dog
deserves: only the best
$8 $35 $385
Selected products for you
What your pet
deserves: only
the best
$35 $189 $385
Our range
Special offer for
Labrador lovers!
you@email.com
Woof!
What your kitten
deserves: only
the best
$35 $189 $385
Our range
What we can do…

18. (2) How?

19. The set up
Andy
Control
Sue
Test
Notpersonalisedpersonalised
What your dog
deserves: only the best
$8 $35 $385
Selected products for you
What your pet
deserves: only
the best
$35 $189 $385
Our range

20. The set up
localStorage
Andy
Sue
Selected products for
you
What your pet
deserves: only the
best
$8 $35 $385
Not
personalised
personalised
Selected products for
you
What your dog deserves:
only the best
$8 $35 $385
DO =>
TRACK =>
STORE =>

21. 1) Setting up Test & Control groups
Random number
between 0-9
Random number
between 0-9
3
7 Test
Control
localStorage
localStorage

22. 😳 … why 0-9 ?
- Avoid biased selections / cross-contamination 👍
50% (Test) 50% (Control)
Test 1
Test 2
A B

23. 😳 … why 0-9 ?
- Avoid biased selections / cross-contamination 👍
- Run A - B - C tests 👍 👍
- Run A - B - A tests 👍 👍 👍
Test 1
Test 2
Control
0 1 2 3 4 5 6 7 8 9

24. Assigning
random
splitGroups
No magic here 🤓
If splitGroup is
not set already,
new random
number will be
assigned
Else, if set
already, grab
value from
localStorage
Push it to the
dataLayer!

25. 2) Create Custom Dimensions in Google Analytics...

26. ...to make dimension available in GA

27. You just set up your own A/B testing tool.

28. (3) Segmenting by User Intent

29. Back to our animal lovers…
www.yourpetshop.com/
products.html?
utm_source=fb&
utm_medium=ad&
utm_campaign=cat-food-kitten
Intent: Cat Food
for Kittens
What your dog
deserves: only the
best
Intent: Dog Food
for Labradors

30. What we can do with this...
What your dog
deserves: only the best
$8 $35 $385
Selected products for you
What your pet
deserves: only
the best
$35 $189 $385
Our range
Special offer for
Labrador lovers!
you@email.com
Woof!
Today’s focus
What your kitten
deserves: only
the best
$35 $189 $385
Our range
Show a personalised
(home)page to returning
visitors
Change the copy & images on
your landing page based on
the campaign / channel
Create intent-based
pop ups

31. (4) Personalising your Site

32. Example: Personalising your homepage for returning
visitors
(1) Define Intent Segments (2) Map to Landing pages
1
2
3
4
All pages containing ‘dog’ and ‘food’,
e.g. mypetshop.com/food/dog/
All pages containing ‘cat’ and ‘food’,
e.g. mypetshop.com/food/cat/
All pages containing ‘cat’ and ‘carrier’,
e.g. mypetshop.com/carriers/cat/
All pages containing ‘dog’ and ‘kennel’,
e.g. mypetshop.com/kennel/dog/
(3) Define Personalisation
What your dog
deserves: only the best
$8 $35 $385
Selected products for you

33. (1) Capture
Landing
page
Get Landing page
path from Tag
Manager Variable
Calculate how
many days ago
landing page intent
was set before
If landing page has
never been set, or
>14 days, push to
localStorage

34. (2) Map landing pages to intent segments
Intent Segments Landing pages
1
2
3
4
All pages containing ‘dog’ and ‘food’,
e.g. mypetshop.com/food/dog/
All pages containing ‘cat’ and ‘food’,
e.g. mypetshop.com/food/cat/
All pages containing ‘cat’ and ‘carrier’,
e.g. mypetshop.com/carriers/cat/
All pages containing ‘dog’ and ‘kennel’,
e.g. mypetshop.com/kennel/dog/

35. (2) Map landing pages to intent segments
1
2
3
4

36. (3) Apply rule-based changes per segment
If intent = X, change homepage text / image to Y

37. (3) …but only for your test group 🤓

38. Et voila!
Food your
dog
deserves:
only the
best
1
2
3
4
Woof!
Food your
cat
deserves:
only the
best Meow!
A castle
for your
dog.
Woof!
Carry your
cat like a
queen
Meow!

39. 20%
Conversion uplift at Truly for returning visitors.

40. Summary 🚀
Increases relevancy & conversion
Easy & free way to test personalisation and measure impact for
your business
GDPR Friendly
Use to justify dedicated personalisation tool investment

41. Thank you! 🙌
Any questions, comments or
feedback…
@joradig
📧 johannes@growth-consultant.com
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