real-time web personalization secrets - conversion conference

GU @kaixerart

fb.com/kaixerstudio

GU @kaixerart

fb.com/kaixerstudio

YOUR WEBSITE

YOUR CUSTOMER

#convcon @evergage

Marketers spend $45 BILLION/YEAR trying to get to “YES” online.

#convcon @evergage

Yet conversion rates are PAINFULLY

LOW. $10B

2%

GU @kaixerart

fb.com/kaixerstudio

YOUR WEBSITE

YOUR CUSTOMER

GU @kaixerart

fb.com/kaixerstudio

YOUR WEBSITE

YOUR CUSTOMER

GU @kaixerart

fb.com/kaixerstudio

YOUR WEBSITE

YOUR CUSTOMER

www.evergage.comkwirth@evergage.cm

REAL-TIMEBEHAVIOR-BASED PERSONALIZATION

SECRETS.

#convcon @evergage

SECRET #1

OUR REAL-TIME RESPONSE TO PEOPLE’S BEHAVOR MATTERS

…OFFLINE AND ONLINE

GU @kaixerart

fb.com/kaixerstudio

“Users leave Web pages in 10-20 seconds

… a clear value prop can hold attention much longer” - Neilson Norman Group

RESPOND OR I’M GONE

#convcon @evergage

#convcon @evergage

HELP ME AND I’LL BUY

#convcon @evergage

#convcon @evergage

FACTOR IN MY PAST AND RESPOND TO MY PRESENT

#convcon @evergage

#convcon @evergage

#convcon @evergage

THIS IS FOR GIVING ME IRRELEVANT CONTENT (and for displaying a popup again after I dismissed it)

#convcon @evergage

THANKS FOR YOUR REAL-TIME RESPONSE

#convcon @evergage

SECRET #2

YOUR WEBSITE CAN BE YOUR BEST SALESPERSON

#convcon @evergage

GIVE A WARM AND RELEVANT WELCOME

Very low conversion from Pinterest channel

3x increase in revenue from the Pinterest channel.

RELEVANT WELCOMEB

Who else?

Carting rate has increased 162% since launching this modal.

RELEVANT WELCOME

#convcon @evergage

HELP PEOPLE TAKE ANOTHER LOOK

Wanted to increase time on site.

B

10x increase in time on the site over the control group

BOUNCE PREVENTIONB

People leave without anyone talking to them

2x increase over the control group ultimate capture of email

BOUNCE PREVENTION

#convcon @evergage

BUILD TRUST OVER TIME

… increased leads generated by 7%.

GENERATE INTEREST

#convcon @evergage

STRIKE WHILE THE IRON IS HOT!

Static CTA

Wasted Real-Estate

333% increase in conversions to demo request compared to not switching out the CTA

PROGRESSIVECALL TO ACTIONS

EIG pitches upsell offers to existing hosting users in email ... Low response rate.

3% of people shown this message signed up as leads for the upsell.

“This is a game-changer for the hosting business” - EIG

IN-CONTEXT UPSELL

#convcon @evergage

SECRET #4

TIPS, TRICKS, LESSONS LEARNED

#convcon @evergage

1. RESPOND TO YOUR WEB ANALYTICS

#convcon @evergage

1. RESPOND TO YOUR WEB ANALYTICSFirst time Visitors vs Repeat VisitorsReferring Source, GeoVisit and Page Visit TimeHigh Bounce pages

#convcon @evergage

#convcon @evergage

2. START SMALL AND ITERATE

#convcon @evergage

Welcome back. Enter your email to get the latest and greatest on conversion:

#convcon @evergage

Last chance to sign-up before rates increase!

#convcon @evergage

Here is what you’ll be missing:

#convcon @evergage

Right in your backyard. No flight. No hotel. Just

conversion goodness. Sign up today!Sign up Today

#convcon @evergage

3. TREAT EACH CLICK AS A CONVERSION

… AS THE NEXT STEP IN A CONVERSATION

#convcon @evergage

1. Respond to actions on your existing site

#convcon @evergage

1. Respond to actions on your existing site

“I’ve never seen a conference attended by such intelligent and powerful people. Your

best leads are here.” - Karl Wirth, Evergage, Sponsor 2013

#convcon @evergage

Like this Topic

Great Topic

Like this Topic

2. Build “each click is a conversion” functionality right into your site

#convcon @evergage

4. SET A GOAL

#convcon @evergage

CLICK REVENUE

$$$

LEAD

#convcon @evergage

5. MEASURE AGAINST A CONTROL

#convcon @evergage

MESSAGE: UPSELL SHOW IF: VISITED RELATED AREA TWICEGOAL: PURCHASE

GROUP VISITORS GOALS ACHIEVED

RATIO LIFT

MESSAGE 1450 200 14% 42%CONTROL 1449 140 9%

#convcon @evergage

6. TAKE A LOOK AT EVERGAGE

Evergage enables marketers to understand and respond to what each visitor, user, or account is doing—in real time…without IT.

50M Daily users

60+Clients

3 year history

LBoston, San Francisco and India

#convcon @evergage

BEFORE YOU GO!

VISIT EVERGAGE AT BOOTH P8

WE WILL DO A REAL-TIME ASSESSMENT AND YOU CAN GET A $20 GIFT CARD

FOR WATCHING A LIVE DEMO

GU @kaixerart

fb.com/kaixerstudio

RESPOND IN REAL-TIME TO PEOPLE’S BEHAVIOR