The document discusses how website personalization can boost conversion rates. It provides an overview of personalization strategies and techniques, including collecting visitor data, identifying useful customer segments, delivering personalized content, testing approaches, and analyzing results. Examples are given of companies that achieved conversion rate increases of 7-13% through personalization efforts like targeting messages to new or international visitors in their native language. The presentation encourages testing personalization approaches and evolving strategies based on measurement.

1. Website Personalisation:
the best way to boost your
conversion rates
Graham Cooke
CEO
graham@qubitproducts.com
Ian McCaig
CMO
ian@qubitproducts.com
Friday, 3 May 13

2. Agenda
-A brief history of personalisation
-Which data should you collect and how should you
collect it
-Discovering useful insights: which segments are you
looking for
-Delivering personalisations
-Personalisations: winning case studies
-Q & A
Friday, 3 May 13

3. 52% agree that ‘the ability
to personalize web content
is fundamental to their
online strategy’
Source: Econsultancy 2013
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4. Better conversionsIncremental trafficNew markets
Conversion is one of your biggest levers for growth online
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5. Looking towards the future
5
PERSONALISATION
Retrospectively
METHOD
All users
USER TARGETING CUSTOMISATION
a bvs.
Retrospectively
/ Real time
Segment Rules:
Messaging focus
Retrospectively
/ Real time
Individual
Remembers
preferences
Full integration with
3rd party data
sources such as
SITE WIDE
Test and Deploy
STATE
Rules based
INDIVIDUAL CRM
PERSONALISATION
REAL TIME
/PLUG IN PLAY
Predictive
/ Real time
Individual Offer
Predictive algorithm
makes decision
E.g. Personalised
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6. Ineffective traffic and conversion strategies drive down ROI
6
Attraction
High investment
in driving traffic,
rising CPA costs
92% of people
don’t buy
On-site
Poor return
on investment
for all involved
Return
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7. Poll: What kind(s) of
personalisation, if any, are
you doing at the moment?
-Re-marketing
-Product recommendations
-Rules-based site personalization
-Individual personalization
-Basket abandonment
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8. A brief history of
personalisation
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9. Consumers have got used to great experiences
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10. They are empowered!
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11. Facebook/Google/
Apple generation
Innovative companies are designed with today’s customer in mind
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12. Creating new a heart
around digital
Facebook/Google/
Apple generation
Innovative companies are designed with today’s customer in mind
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13. Data drivenCreating new a heart
around digital
Facebook/Google/
Apple generation
Innovative companies are designed with today’s customer in mind
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14. They know one size doesn’t fit all
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15. What’s the solution?
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16. Key
products
Best
seller
Special
offer
Latest
stock
Personalisation has existed for a long time
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17. Website personalisation is more than recommendations
17
Recommendations
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18. Website personalisation is more than recommendations
17
Theme and layout Recommendations
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19. Website personalisation is more than recommendations
17
Messaging
Theme and layout Recommendations
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20. Website personalisation is more than recommendations
17
Messaging Offers
Theme and layout Recommendations
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21. Website personalisation is more than recommendations
17
Messaging Offers Announcements
Theme and layout Recommendations
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22. Website personalisation is more than recommendations
17
Messaging Offers Announcements
Theme and layout Recommendations Widgets
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23. For all the different types of people who visit your site...
18
Basket cases
People who put things
in their basket and
don’t buy
Lost souls
On site search users
who never find what
they're looking for
First timers
New users in need
of brand reassurance
before they engage
Careful spenders
People who leave long
gaps between making
purchases
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24. ...And for all the different technologies too
19
Recommendations
Live helpMerchandising
Reviews Retargeting
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25. Modern businesses
should be able to enjoy 10%
conversion rates
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26. How can you personalise?
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27. Poll: What are your biggest
challenges with
personalisation?
-Bad data
-Lack of resources/expertise
-Technology not delivering ROI
-IT roadblocks
-Privacy laws
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28. 72% agree they
‘understand
importance of
personalisation,
but don’t know how to
do it’.
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29. To what extent do you
regard the following as
barriers
to adopting or
improving website
personalisation?
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30. Leverage data and expertise to create personalised content
and recommendation strategies
25
Revenue
Less valuable products
Top
performers
Medium
performers
Low
performers
Expert
curation
Automated
recommendation
User
selection
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31. Effective personalisation
needs to drive a
business revolution
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32. Choose the right mix
of technologies
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33. Poll: What kind(s) of
technology are you using?
-Tag management
-Web analytics
-Web diagnostics
-AB testing
-On site apps
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34. At a recent talk we saw these results
Technology
0 25 50 75 100
2
10
18
8
92
12
Tag Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
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35. The fundamental personalisation steps
Collect the
right data
Find
insights
Personalise
content
Test,
measure
and
evolve
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36. Get the right skills in house
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37. Businesses used to have a head of electricity...
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38. Building an organisation for the future
Development
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39. Development
Digital
Marketing
Building an organisation for the future
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40. Development
Acquisition
Merchandising
Retention
Building an organisation for the future
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41. Development
Acquisition
Merchandising
Retention
Analyst /
Data Scientist
Agency
Building an organisation for the future
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42. the shortage in data scientists by
2017
190K
New skills are in demand
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43. What data should
you collect?
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44. Visitor behaviour has changed; traditional tools don’t work
Then: The purchase Now: The costumer
decision journey
Awareness
Familiarity
Consideration
Purchase
Loyalty
Evaluate
Commit
Experience
Consider Buy
Interest
trigger
Decision
trigger
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45. More advanced models are now required
Quantitative data
Universal Variable structures
all the data from each page
Your products
are hard to
find
<
<
description
>
<
price
>
<
image
>
<
colour
>
Qualitative data
Visitor Opinion gathers
useful insight
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46. Discovering insights:
which segments are you looking for?
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47. The average US customer coming to a UK
website is worth over three times as much
as a UK customer to your business
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48. Visitors arriving at lunchtime are 33%
more likely to purchase than at other
times of the day
The worst day to have a sale
is Wednesday on a morning
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49. The average UK Safari user spends roughly
£30 more on technology per purchase
than Firefox, Chrome and
Internet Explorer users.
Chrome users are the most price
sensitive - they’re 7% more likely
to complain about price!
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50. Delivering personalisations
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51. A new means of delivery, led by the marketer
A presentation layer
Discovering insights,
delivering content, offers and
widgets to your site; through
your browser
CMS
A data layer
Tag Management deploys
your technologies and
aligns your data
Website
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52. It can help your business work more efficiently
Development
Analyst /
Data Scientist
Agency
Merchandising
Optimisation
Retention
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53. Test, measure and evolve
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54. A need for constant measurement
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55. Worked example
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56. 51
French Connection
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57. 52
Behavioural data
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58. 53
Insight
Paid and natural search had low conversions and complained about price
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59. 54
Content
An on-page message layer
A simple message
encouraging this segment
to buy and experiment with
FCUK products.
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60. 55
Execution
The message was served to all visitors on paid and natural search
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61. 56
Performance
7.3%conversion uplift
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62. 57
Single workflow
Behavioural data Insight Content Execution Performance
Single workflow
two weeks
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63. Case studies
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64. 13% conversion uplift
For Childrensalon
59
Visitors from key strategic
markets, identified by
geolocation.
For each of the target
markets,
a message layer was
created
in the visitor’s native
language, asking whether
they would like
to ‘live chat’ with a
customer services
representative.
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65. 7% conversion uplift
For Crew Clothing
60
New visitors
encountering
the brand for the first
time.
Three layers designed
to increase brand
engagement; email sign-
up, free delivery and
customer service
promise.
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66. 33% conversion uplift
For Stylistpick
61
New users on their
first pageview.
Three message layers were
created to encourage email
sign up, offer free delivery
and reinforce the customer
service promise.
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67. Closing thought
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68. Ecommerce
begins
The world is going back to being personal!
63
web
3.0
Village store Super stores Experiential
The high street The personal
web
1915 2015
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69. Be the first to get our personalisation research
64
Whitepaper:
bit.ly/quresearch
Next webinar:
bit.ly/quwebinar
www.qubitproducts.com
Friday, 3 May 13

70. Thanks
Graham Cooke
CEO
graham@qubitproducts.com
Ian McCaig
CMO
ian@qubitproducts.com
Friday, 3 May 13

71. Q&A
Friday, 3 May 13