the homepage is dead

@caraharshman #CTAConf

“The Homepage” is dead

by Cara Harshman Call to Action

Conference 2016

@caraharshman #CTAConf

1998 was a big year.

@caraharshman #CTAConf

@caraharshman #CTAConf

@caraharshman #CTAConf

@caraharshman #CTAConf

@caraharshman #CTAConf

If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores. -Jeff Bezos, 1998

“

@caraharshman #CTAConf

We think you’d like… glowy shit.

@caraharshman #CTAConf

Today, most websites still say come one come all.

@caraharshman #CTAConf

As marketers, we reveal our secret tips & tricks then use said tips & tricks to beat each other.

@caraharshman #CTAConf

From this for everyone…

@caraharshman #CTAConf

To this for Sony…

@caraharshman #CTAConf

And this for Target.

@caraharshman #CTAConf

And this for the New York Times.

@caraharshman #CTAConf

And this for retail companies.

@caraharshman #CTAConf

And this for travel companies.

@caraharshman #CTAConf

And this for the afternoon.

@caraharshman #CTAConf

And this for 3 am.

@caraharshman #CTAConf

We went from 1 homepage to 26+ personalized homepages.

This

To this

1.WHY? 2.WHAT? 3.HOW?

@caraharshman #CTAConf

1. WHY REDESIGN & PERSONALIZE?

@caraharshman #CTAConf

FIND THE GLOBAL MAXIMUM

@caraharshman #CTAConf

@caraharshman #CTAConf

We were here.

@caraharshman #CTAConf

We were here.

We wanted to get here.

@caraharshman #CTAConf

SUPPORT ACCOUNT-BASED MARKETING

@caraharshman #CTAConf

WHO ?

WHAT ?

WHERE ?

DEMAND/ LEAD GEN

@caraharshman #CTAConf

WHO ?

WHAT ?

WHERE ?

ACCOUNT- BASED

WHO ?

WHAT ?

WHERE ?

DEMAND/ LEAD GEN

@caraharshman #CTAConf

SHOW INSTEAD OF TELL

@caraharshman #CTAConf

@caraharshman #CTAConf

I love it but...

@caraharshman #CTAConf

How do we show the value?

@caraharshman #CTAConf

The “What’s going on here?” Button

@caraharshman #CTAConf

WHY?

1. Learn more about ABM: view Engagio Slideshare on ABM

2. Read ConversionXL and HelpScout on “Local Maximum”

3. Do a 5-second value audit on your website

@caraharshman #CTAConf

2. WHAT DID WE CHANGE?

@caraharshman #CTAConf

CREATED 26 AUDIENCES INSTEAD OF 1

@caraharshman #CTAConf

Audiences should be: ↣ Identifiable ↣ Valuable ↣ Differentiated

@caraharshman #CTAConf

Geography IndustryEngaged visitors

Named Accounts

BEHAVIORAL DEMOGRAPHIC

@caraharshman #CTAConf

DESIGN THE PAGE TO BE PERSONALIZED

@caraharshman #CTAConf This

To this

@caraharshman #CTAConf

If you want to personalize a page, you need to make space for personalized content.

@caraharshman #CTAConf

Hero Image Headline

Calls to Action

Personalization Boxes

@caraharshman #CTAConf

Section headline

Customer logos and quotes

@caraharshman #CTAConf

Relevant content and events

Calls to Action

@caraharshman #CTAConf

WHAT?

1. Define Audiences → optimize.ly/p13n-template

2. Content: Print out homepage, circle areas you can personalize w/ content

3. More details →optimize.ly/homepage-story

@caraharshman #CTAConf

3. HOW DID IT PERFORM?

@caraharshman #CTAConf

@caraharshman #CTAConf

When personalizing, it’s still important to measure.

@caraharshman #CTAConf

Qualitative Impact

holy shit!

-teespring

“ ”

@caraharshman #CTAConf

Qualitative Impact

@caraharshman #CTAConf

B

A

- 1.5% engagement - 113% views of Solutions page - 117% starts account-create

process - No effect down funnel on leads

Quantitative Impact

@caraharshman #CTAConf

HOW?

1. Measuring proves its working or not working

2. It opens up so many opportunities for testing and discovery

@caraharshman #CTAConf

MY CTA: ASK YOURSELF

3. Where is the best place to deliver this message?

1. Who are my most important customers?

2. What can I say/do to show them how important they are ?

@caraharshman #CTAConf

here rests “The Homepage”

1998-2016 survived by

“many a homepage”

@caraharshman #CTAConf

Thank You!

bit.ly/caraCTAconf