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Creating Personalized Website Experiences: One Site Does NOT Fit All!

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Presentation given at the 2015 ASAE Technology Conference covering content personalization for websites. Session touches on personalization strategy, integration, user data, and offers a framework for developing a web content personalization strategy and plan.

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Creating Personalized Website Experiences: One Site Does NOT Fit All!

  1. 1. Ray van Hilst Director of Client Strategy Vanguard Technology Creating Personalized Website Experiences
  2. 2. • Who has been tasked with creating a “personalized web experience for members” • How many of you are already personalizing content on your website? • Who has no idea where to start? Expectations
  3. 3. “We bought the Maserati and have to drive it. We can’t just park it in the garage.” Sheila Vertino, NAIOP
  4. 4. Good reasons to target site content: 1. Your audience can be segmented in ways that are meaningful. 2. Narrowing your message provides incremental value to your users. 3. Personalized content is tied to specific KPIs or business objectives. Good vs Bad Bad reasons to target site content: 1. Because we can. 2. Some variation of #1. http://alistapart.com/article/approaching-content-strategy-for-personalized-websites
  5. 5. • No technology… just process and strategy • Give you a framework for implementing a content personalization program • Help you plan for a successful program Today’s Goals
  6. 6. What is it? Why Now?
  7. 7. My son plays oboe, I recently bought some sheet music. I bought a Fitbit last year. Guess what is going to be under the Christmas tree!!
  8. 8. My son plays oboe, I recently bought some sheet music. I bought a Fitbit last year. Guess what is going to be under the Christmas tree!! 35% of Amazon’s revenue is driven by product recommendations!! - Venture Beat (2012)
  9. 9. 74% of consumers get frustrated when website content appears that has nothing to do with their interests. http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant- content-on-favorite-websites-according-to-janrain-study/
  10. 10. 52% of digital markers agree that ”the ability to personalize web content is fundamental to their online strategy” https://assets.econsultancy.com/images/0002/1120/ personalisation-infographic_adobeURL.png • 41% are committed to providing that personalized experience • But technology is holding them back with only 32% saying their CMS enables personalization
  11. 11. Recipe for Personalization
  12. 12. User Data User Segmentation Content & User Experience
  13. 13. User Data User Segmentation Content & User Experience Goals!!!
  14. 14. Sophisticated personalization typically involves leveraging a richer dataset, such as names and email addresses, website and other browsing history, user preferences, mobile app behavior, social data, device location history and demographics, to name just a few sources. - Marketing Land http://marketingland.com/hyper-personalization-leveraging-data- build-loyal-customer-relationships-140530
  15. 15. • Explicit Data • What we know about the user • What the user has told us • Implicit Data • What we infer about the user • What we figured out about the user Personalization Data
  16. 16. Explicit Data: • Name • Member type • AMS demographics • Purchase history Personalization Data Implicit Data: • Location • Browsing behavior • Search queries
  17. 17. Dividing user base into subsets of users that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. User Segmentation
  18. 18. Segmentation User Segment Name: Give this user segment a name for tracking Motivators: Describe this user’s motivators? What are they coming to the site to do? What are their possible scenarios? User Goals: Reinforce what we want the user to do? How will this be a successful site visit? What Data Segments this User? From above, what data points or criteria put a user into this segment? Prioritize this user If multiple User Segments are created, give this segment a priority level.
  19. 19. Marketing Mary • Washington, DC • Marketing Mgr • Attends conferences Developer Doug • Austin, TX • Software Engineer • Online databases and webinars Biz Dev Brian • New York, NY • Sales Director • Attends networking events
  20. 20. Marketing Mary • Washington, DC • Marketing Mgr • Attends conferences Developer Doug • Austin, TX • Software Engineer • Online databases and webinars Biz Dev Brian • New York, NY • Sales Director • Attends networking events Industry Trends Promotional Opportunities Leads and DealsLatest Technology
  21. 21. Marketing Mary • Washington, DC • Marketing Mgr • Attends conferences Developer Doug • Austin, TX • Software Engineer • Online databases and webinars Biz Dev Brian • New York, NY • Sales Director • Attends networking events Exhibit at conferences Buy advertising Attend conferences Refer potential members Sign up for webinars Buy products
  22. 22. • Lifecycle stage • Engagement level • Tenure Segmentation Options • Location • Member Type • Industry Role • Purchases • Interests
  23. 23. “90% of consumers find custom content useful” http://www.demandmetric.com/content/content-marketing-infographic
  24. 24. • Revisit your content strategy • Bonus: Attend the Content Strategy Deep Dive!! • 2:15 in this room • Create content for your user segments • Identify where and when to personalize the content Content for Personalization
  25. 25. This goes with what you bought We think you might like this
  26. 26. Taxonomy is the foundation of effective content personalization Photo Credit: Flickr, Eric Spiegel Learn more: www.vtcus.com/taxonomy
  27. 27. Have a plan before you try to save the day…
  28. 28. • What do you want the user to do? • What are your content goals? • What are your business goals? Define Your Goals
  29. 29. Planning for Personalization
  30. 30. “If you don’t know where you’re going, any road will get you there.”
  31. 31. Personalization Framework Define Goals Define User Paths Identify Data Define Segments Identify Opportunities Create Personalized Content Test, Measure, Refine
  32. 32. • Why are we doing this? • Use SMART Goals (Specific, Measurable, Attainable, Relevant, Time Based) • Potential Goals • Sell products or membership • Promote specific content • Reduce user friction to relevant content • Identify metrics • Google Analytics - Goals and campaigns • Form completions • Sales Define Goals
  33. 33. • What do we want user to do? • Define actions and goals • Conversion • Nurture • What is the target content • Define target content • Tie to persona and scenarios • How would user get to this content without personalization? Define User Paths
  34. 34. • What segmentation data is available? • AMS • Member type, volunteer roles, demographics, purchases • Web behavior • Geo-location, referral sites • CMS • Pages viewed, previous history • What specific data segments users? Identify Data
  35. 35. • Create initial user segments • Start with personas and use cases • Define data points to segment users • What demographics/data puts a user into segment? • Prioritize user segments • Users may fall into more than one segment • Define segment priority Define User Segments
  36. 36. • When are they they ready for personalized content? • Tie to user path • Define personalization opportunity • Unique content • Calls to action • Conversion or nurturing points • Merge with personalization goals • Destination • Action Identify Opportunities
  37. 37. • Create content for each segment • Specific content • Content variations • Consider all content types • Content widget • News & Blog widget • Images Develop personalized content
  38. 38. • Implement • Start small, with specific tests before implementing multiple segments • Configure personalization in CMS • Measure • Have the goals established and metrics in place (e.g. Google analytics, product sales, form completions, etc.) Test, Measure, Refine
  39. 39. Case Studies
  40. 40. Sigma Theta Tau International • 135,000 members • 85 countries • Diverse roles: • Administrators • Clinical nurses • Policy • Researchers • Educators • Students
  41. 41. • Global members feel the organization is too North American centric • Website was treating diverse audiences all the same The Challenge
  42. 42. • Deliver personalized web content to visitors that encourages a primary or secondary action. • Track numbers of primary actions completed through Google Analytics. • Establish baseline of completed primary actions originating from STTI site. • Increase number of completed primary actions by __% for subsequent years. Personalization Goals v1
  43. 43. STTI Website Personalization Worksheet Updated: June 30, 2015 Phase I Phase I Phase I Phase I Segment Name Segment 1: Global Visitors Segment 2: Nursing Student Segment 3: Nurse Clinician Segment 4: Nurse Researchers What is the internal name for referring to this segment? Unique Motivator Describe this user’s motivators? What are they coming to the site to do? What are their possible scenarios? Segment Goals What do we want the user to do? How will this be a successful site visit? Segmentation Data What data points or criteria put a user into this segment? - AMS Data - Geographic - On site behavior - Referral URL - Landing Page URL Personalization Opps What specific content or content variations can we develop? Personalized Content Specific Instructions pertaining to “look & feel” and messaging Metrics/Results How will you measure? Record final metrics and observations. Comments/Notes Anything else we need to consider? Highest priority = Renew and Register for convention We want this user to Renew and Register for Events and CE opportunities Track number of renewals, event registrations, purchases, Job Board resume submissions May want to consider this a more general "non-member" to include Early career, invitee or potential member Highest priority = Join or Renew "I want to learn and access general information about STTI." Potential questions could include: What is STTI? Why should I join? What’s in it for me? Who are the members? Will I fit in/belong? What is the cost? Career information - Complete the induction process and join - Find their chapter's site - Use the career center to look for a position CMS Behavior - Page visited = "Resources for Student" or multiple pages within "Why STTI" section AMS Data (one of the following) - Member Role = Inductee - Member Type = Student Member Featured member stories is an early career nurse or graduate student Change out the Primary item in the Featured Programs Section on the homeage CTA for Find a Chapter CTA for Career information Featured NKI resources/products Member Story - Develop specific member stories CTA - need custom CTAs for Find a Chapter and Career Info NKI - Identify specific NKI applicable products and get images Track number of joins, purchases, Job Board registrations Member Story - Develop specific member stories CTA - need custom CTAs for a specific ongoing course NKI - Identify specific NKI applicable products and get images Renew Membership Career/job information Find CE, book or professional development Register for an event Volunteer - Renew their membership - Take continuing education - Pursue all the career advancement opportunities available CMS Behavior - Pages visited = at least 2 of the following pages: "Resources for Clinicians" AMS Data - Role = Clinician (based on work address being a non academic institution) Featured Member Story to a Nurse Clinician Change out the Primary item in the Featured Programs section on the homepage CTA to relevant continuing education (change out the products in the NKI section) "That this organization is for me and is focused on an international audience (or at least isn't totally North America focused)" Homepage Slider Engage beyond the homepage Geographic Regions based on STTI's 6 Regions: - North America - Latin America & Caribbean - Africa - Asia - Europe - Oceania - Middle East Globally recognized nurse leaders, in job settings. Convention photos. Access Scholarly Journals and publications Grant Information Renew Membership Career/job information Find CE, book or professional development Register for an event CMS Behavior - Pages visited = at least 2 of the following pages: "Resoruces for Researchers", "Research", "Research Resources" or "Research Grants" - Visitor visits the site from the Virginia Henderson Library AMS Data - Role = Researcher - Access Research-specific content (Henderson Library, etc.) - Apply for a grant - Register for an Event - Download or purchase materials Featured Member Story to a Researcher CTA to research resources Change out the Primary item in the Featured Programs section on the hompage Change out NKI products to specific items Track number of joins, purchases, Job Board registrations Highest Priority = Renew and Register for Congress Track number of renewals, event registrations, book/CE purchases, grant application Member Story - Develop specific member stories CTA - need custom CTAs about Hendrson Libarary NKI - Identify specific NKI applicable products and get images
  44. 44. • Global Users by Region • IP Address • Nurse Students • AMS data • Behavior • Nurse Clinician • AMS data • Behavior • Nurse Researchers • AMS data • Behavior Initial User Segments
  45. 45. Change hero image based on region Member story based on role Featured Program based on role Change products based on role
  46. 46. • AMS Data • Other projects in pipeline • Roles not assigned in data • User profiles incomplete or missing demographics • Content • No content for defined segments Detours
  47. 47. For Launch • 7 Global Regions • Change image
  48. 48. • Books products and services • US Targeted Content with discounts • Targeted ads to other regions Black Friday Promotion
  49. 49. “As STTI becomes more international, it was important to present an international image and not a US based look and feel. Now members see familiar faces or landmarks on the web site no matter where in the world they are. We recently had our International convention and members loved the site.” Tim Ringlespaugh CIO Sigma Theta Tau International
  50. 50. What’s Next? Content!! • More member stories • Global regions • Member types • More member photos
  51. 51. Personalization Framework Define Goals Define User Paths Identify Data Define Segments Identify Opportunities Create Personalized Content Test, Measure, Refine
  52. 52. Lessons Learned
  53. 53. Do you have all your ingredients?
  54. 54. Do you have the member data? (explicit) Can you map based on user behavior? (implicit) Do you have the content to support it? Includes taxonomy Is the user journey mapped out?
  55. 55. Manage Expectations
  56. 56. Start slow… Go with what you have first Set attainable goals Plan, test, repeat Develop a long term strategy
  57. 57. Commit the time and the resources
  58. 58. 46% of marketers cite lack of time as the biggest hurdle to content marketing personalization. http://therealtimereport.com/2014/03/24/88-of-digital-marketers- consider-realtime-marketing-critical-to-their-efforts/
  59. 59. Not a one time project Becomes a process and an evolution Assign resources Web management Data Content
  60. 60. Wrapping Up
  61. 61. 73% of B2B content marketers are producing more content than they did one year ago. 88% of marketers are considering adding content marketing personalization to their plans.
  62. 62. “94% of marketers agree personalization of the web experience is critical to current and future success” Are you one of them? http://www.monetate.com/2013/05/the-tipping-point-for-personalized-website-experiences
  63. 63. Ray van Hilst Director of Client Strategy Vanguard Technology rvanhilst@vtcus.com 703.439.1990 Questions? Get in touch! Whitepaper: 7 Tips to Personalize Members’ Online Experiences www.vtcus.com/personalization-tips

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