Download - Optimizely Workshop: Personalization - Strategy Essentials

Personalization Strategy Essentials

Hudson ArnoldStrategy Consultant

An Optimizely Online Workshop

Daniel QuickCustomer Education Manager

• We are recording this workshop!

• http://community.optimizely.com

• Feel free to ask questions!

http://community.optimizely.com

• Overview of Key Concepts • Core Principles of Personalization

• Discovering your Audience • Creating Targeted Experiences • Running Effective Campaigns

• Personalization Tactics

Agenda

What is personalization?


Sup, bro?


What a beautifulday. Good morning!

Sup, bro?


Click that!

Buy this!


Delivering a tailored experience to meaningful audiences

so you can improve metrics important to your business.

•Overview of Key Concepts • Core Principles of Personalization



Agenda

Audiences are subsets of visitors that have something in common with each other.

Experiences are the aspects of your site or app where you’ll deliver

personalized messages.

Banner

Headline

Lightbox

Campaigns are the intersection between your audiences and your targeted experiences.

Campaigns

x xx

Audiences

x

Experiences




Agenda

Teenage + Girl + Spring =

Apparel Site:

Teenage + Girl + Spring =

Adult + Income + City =

Apparel Site:

Bicycle Site:

Data• Qualitative Surveys • Web Analytics • Purchase Data • CRM • Bounce Rates

• Are there drop-offs in your conversion funnel that are more severe for particular device types?

• Is there an overabundance of negative survey data from users who are new to your site?

• Is there a cohort of your customers that you’d like to incentivize more aggressively because they haven’t purchased in a long time?

Questions you might ask your data:

Visitor Attributes

Behavioral• Groupings based on similar behavior • For example: browsing behavior, purchase behavior, abandonment

Visitor Attributes

Behavioral

Contextual

• Groupings based on similar behavior • For example: browsing behavior, purchase behavior, abandonment

• Groupings based on current state of visitor (but change over time) • For example: device type, time of day, new vs. repeat visitor

Visitor Attributes

Behavioral

Contextual

Demographic

• Groupings based on similar behavior • For example: browsing behavior, purchase behavior, abandonment

• Groupings based on current state of visitor (but change over time) • For example: device type, time of day, new vs. repeat visitor

• Groupings based on stable individual attributes • For example: age, gender, income

Discover Audiences

• Create User Personas

• Analyze Historical Data

• Reference Technical Attributes




Agenda

Brainstorm Messages

Brainstorm Messages

Go somewhere warm!Go somewhere warm!

Brainstorm Messages

Go somewhere warm!

Where are the places that we an apply personalization messages?

Consider: • Headlines • Images • Light-boxes • Recommended Content • Promotional Banners • CTAs

Experience Review

x

Messaging Matrix

Prioritize & Test

• Targeted A/B Testing • Validate your audience

and experience hypotheses

• Prioritize tests based on their value and effort ratio

Creating Experiences• Brainstorm Messages

• Review your Experiences

• Create a Messaging Matrix

• Test and Prioritize




Agenda

Managing Overlap

Men’s

Swimsuits Bags

Managing Overlap

Men’s

BagsSwimsuits

Measuring Performance: Holdbacks

5% 95%


A B


Running Campaigns

• Manage Overlap

• Measure Performance with Holdbacks

• Sync A/B Testing and Personalization




Agenda

Symmetric Messaging

Behavioral Re-targeting


• You Recently Viewed

• You Might Also Like


• Use past browsing +purchase history

• Show promotional banner

Contextual Empathy

• Location

• Show images and text with emotional resonance

Contextual Empathy

• Device

• Custom CTAs, messaging, etc.

Contextual Empathy

• New vs. Returning

• Registration Incentive

• Give us Feedback! • Check out the Optiverse! • Next workshop:

-Taking Action with Statistics, Sep. 23

Closing

• Questions?

Closing

Download - Optimizely Workshop: Personalization - Strategy Essentials

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