personalisation - small steps for big gains
TRANSCRIPT
Personalisation - Small Steps for
Bigs Gains
Janusz Stabik
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Mayfly Media × Umbraco Gold Partner× Personalisation Strategy
“Personalisation will
increase sales by 400%(Disclaimer - this probably won’t happen)
Todays talk
× Why do we need personalisation?× What is it really?× Planning× Measurement× Implementation× Ongoing strategy
WHY DO WE NEED IT?
Websites have many personas
Members Donors ServiceUser Events
Charities
WHAT IS PERSONALISATION?
Explicit Vs Implicit
Explicit Implicit
Personalisation● Expected● User Preferences● Logged-In
● Behavioural
“Wikipedia: tailoring a service or a product to accommodate specific
individuals, sometimes tied to groups or segments of individuals.
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Hello Jon….
“Is this personalisation?
Yes but….
× What have we achieved?× Do I want to increase hosting sales?× Is the user really interested in hosting?× Has it been a success?× Have we decreased something else?× Shall we continue with it?× Shall we try something else?× erm……..
“This is where 90% of
personalisation efforts fall down -
Lack of planning / strategy
Complexity
× Component based design× 4 x ‘personalisable’ components× 2 x rules per component
× Default× Personalised
× 16 experiences!!!
And that’s just for 1 page!
Personalisation can have the opposite effect
× Create ‘Filter Bubbles’× Decrease conversions / engagement× Increase management complexity
Personalisation Is:
“Desire of the site designers in driving
specific actions to achieve objectives (e.g. Increase sales conversion on a page).
LET US PLAN
Defined objective
Goals
Goals
Newsletter Signup
Live ChatEnquire
BlogComment
Purchase
Login
Define the company (board's) objectives
STRATEGIC THEMES “The largest distributer of widgets throughout the globe”
STRATEGIC OBJECTIVES “Increase widget sales by 10%”
MARKETING OBJECTIVES “Increase website sales by 20%”
DIGITAL GOALS “Buy Widget online”
Map objectives visually
STRATEGIC OBJECTIVES
MARKETING OBJECTIVES
DIGITAL GOALS
STRATEGIC THEMES
Measurement
× Benchmark!!!× Measure at least 3 months of goals× Google Analytics, Adobe Analytics, Email reports
× Whatever works!
Record measurement against objectives
Strategic Objective Goal Measurement
Period Conversions
Increase revenue by 10% Buy Widget Q1 10,000
Increase revenue by 10% Buy Widget Q2 6,000
Increase revenue by 10% Buy Widget Q3 8,000
Define objectives at the start of the project process
Requirements
Content
Development
QA
Release
Objectives Specifications
Design
UX
The right user
Understand the user & their goals
× Persona× Behaviour× Needs× Things to avoid× Device
× Goal Oriented Design
Goal Oriented Personas
Members Donors ServiceUser Events
Ensure company goals and user goals are aligned
GoalsCompany Goals
User Goals
The right message at the right time
Define the Decision Journey
Discover Search Compare Decide Convert
Create A Task Model
Content Relevancy Map
Content Relevancy Map
Content Relevancy Map
Content Relevancy Map
Personalisation Slots
× Wireframe / prototypes can begin× Personalisation spots defined
PERSONALISATION
Experience Management Workshop
Measure
× GA Goal× Querystring × Events× Behaviour× Content Profiles
Nurture
× Personalisation× A/B Testing× Automated Email× Automated SMS× Push Notification
Type of content is important
Symmetric Messaging
× Match CPC messaging
× Banner Ad’s× CTA’s
Behavioural Re-targeting
× Surface content of interest
× Promotions× Search results× Emails
Contextual Empathy
× Adjust tone / copy based on context
× Device× Time of day
Recap
× Right Message, Right Time, Right User & Objective× Content Relevancy Map
× Measurement× Personalisations & Slots
TOOLS
Tools - How they work
Tools - How they work
× Create a rule× Based on conditions× Create a content variant× If user matches a condition
× They see the variant
Different types of criteria to personalise on
Explicit Implicit
Browser Headers Personas
Clickstream Content Profiles
Device
CRM
Personalisation Groups - Andy Butland
× Umbraco Package× Explicit Data× Extensible× Content Variants based on
conditions× Beta
Optimizely & Marketo
× Javascript Plugins× Explicit Data× Great Reporting× Monthly Subscription
× Marketo: × Enhanced Profiling× Automated Personalisation
Spin Doctor
× Umbraco Package× Implicit / Profile Data× Extensible× Support / documentation× Needs improvement× Lots of potential!
LAUNCH
Launch without personalisation in place and measure
Goals UX
Personas/
Goals
Measure
Content Relevancy
Delivery
Launch
Personalise
Measure(3 Months)
Now we can personalise!
AnalyseMeasures
ChooseGoal
AnalyseRelevancy
ChooseSlot
Design Assets /
Content / CTA
ImplementPersonalisati
onWait...
Define RulesMeasure
“Small, simple iterative cycles”
Ongoing measurement
Strategic Objective /Goal
Variant Benchmark Result Variance
Increase revenue by 10%:Buy Widget 50/Month 60/Month + 10
Increase revenue by 10%:Buy Widget
50/Month 40/Month - 10
1-20% Increase
In Summary
× Objective: Right Message, Right Time, Right User× Users & Goals× Organisation Objectives and Goals
× Measurement× Content Relevancy Map× Define Personalisations× Integrate× Simple Implementation & Iteration
