optimizely workshop: personalization - strategy essentials

Download Optimizely Workshop: Personalization - Strategy Essentials

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  • 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?

  • What is personalization?

    Sup, bro?

  • What is personalization?

    What a beautifulday. Good morning!

    Sup, bro?

  • What is personalization?

    Click that!

    Buy this!

  • What is personalization?

    Delivering a tailored experience to meaningful audiences

    so you can improve metrics important to your business.

  • Overview of Key Concepts Core Principles of Personalization

    Discovering your Audience Creating Targeted Experiences Running Effective Campaigns

    Personalization Tactics

    Agenda

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

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

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

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

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

  • Experiences are the aspects of your site or app where youll deliver

    personalized messages.

    Banner

    Headline

    Lightbox

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

    Campaigns

    x xx

    Audiences

    x

    Experiences

  • Overview of Key Concepts Core Principles of Personalization

    Discovering your Audience Creating Targeted Experiences Running Effective Campaigns

    Personalization Tactics

    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 youd like to incentivize more aggressively because they havent 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

  • Overview of Key Concepts Core Principles of Personalization

    Discovering your Audience Creating Targeted Experiences Running Effective Campaigns

    Personalization Tactics

    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

  • Overview of Key Concepts Core Principles of Personalization

    Discovering your Audience Creating Targeted Experiences Running Effective Campaigns

    Personalization Tactics

    Agenda

  • Managing Overlap

    Mens

    Swimsuits Bags

  • Managing Overlap

    Mens

    Swimsuits Bags

  • Managing Overlap

    Mens

    BagsSwimsuits

  • Managing Overlap

    Mens

    BagsSwimsuits

  • Measuring Performance: Holdbacks

  • 5% 95%

    Measuring Performance: Holdbacks

  • A B

    Measuring Performance: Holdbacks

  • A B

    Measuring Performance: Holdbacks

  • A B

    Measuring Performance: Holdbacks

  • Running Campaigns

    Manage Overlap

    Measure Performance with Holdbacks

    Sync A/B Testing and Personalization

  • Overview of Key Concepts Core Principles of Personalization

    Discovering your Audience Creating Targeted Experiences Running Effective Campaigns

    Personalization Tactics

    Agenda

  • Symmetric Messaging

  • Symmetric Messaging

  • Symmetric Messaging

  • Behavioral Re-targeting

  • Behavioral Re-targeting

    You Recently Viewed

    You Might Also Like

  • Behavioral Re-targeting

    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