webiste personalization 101: the essential elements of your 1st campaign
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Website Personalization 101With Cara HarshmanContent Marketing Manager at Optimizely
@caraharshman
Hi, I’m Cara Harshman.
@caraharshman
I wrote this Personalization Toolkit
Download at:
optimize.ly/p13n-toolkit
@caraharshman
Personalization is showing targeted experiences to specific segments of your visitors in real time.
@caraharshman
Personalization is valuable and it’s growing.
@caraharshman
“Personalization is a key strategy in the future of B2B marketing. The benefits are numerous, including increased engagement and conversions, more efficient communication, and enhanced loyalty.”
- Jessica Collier, Web Conversion Strategist at Citrix
@caraharshman
A personalization case study
@caraharshman
A personalization case study
@caraharshman
A personalization case study
@caraharshman
A personalization case study
Citrix Results● 7% decrease: bounce rate
● 30% increase: clicks on homepage banners
● 10% increase: pageviews per session
visitors were navigating to more pages after
seeing a personalized homepage
● 4% increase: average session duration,
visitors seeing more pages and spending
more time on the site and consuming more
information
Today I’ll cover:● The building blocks of
personalization● Case studies for
inspiration● Tips from the trenches
@caraharshman
WHO WHAT
@caraharshman
WHOare you
personalizing for?
@caraharshman
Behavior Context
Demographic WHOare you
personalizing for?
@caraharshman
Behavioral personalization for Brooks Running
@caraharshman
Behavioral personalization for Brooks Running
Results
For the test segment, return rate declined nearly 80%
88% saying they appreciated the customer service offer to help.
@caraharshman
“After addressing basic site improvements, A/B testing becomes less of a broad stroke tactic and more focused on user level and behavioral conditions. Dig into your performance data and address specific needs of customer cohorts.”
- David Kornfield, Marketing Manager, Brooks Running
@caraharshman
Contextual personalization for AdRoll
Pre-sale Post-sale
@caraharshman
Enterprise
SMB
Contextual personalization for AdRoll
@caraharshman
Behavioral personalization for Secret Escapes
Original Personalized based on search intent
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Behavioral personalization for Secret EscapesResults
Personalized based on search intent
• 22.4% increase in clicks to specific sale
• 30.4% increase in clicks to purchase page
• 210% increase in completed purchases
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Context
• Referral source• Device• Logged in/out
Behavior
• Downloaded content• Viewed a page
Demographic
• Income bracket• Industry• Location
WHOare you
personalizing for?
@caraharshman
WHATare you showing
them?
@caraharshman
Unique Value
Page real
estate
LocationWHATare you showing
them?
@caraharshman
Homepage personalization for Optimizely
Original Personalized
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Homepage personalization for Optimizely
@caraharshman
Homepage personalization for Optimizely
@caraharshman
The background image and
headline changes based on
demographic criteria.
The modules below the hero are
personalized based on both
demographic and behavioral
attributes for each visitor.
@caraharshman
Customer logos change based on
demographic criteria
● Media prospects see media logos,
retail prospects sees retail logos, etc.
● Everyone else sees our default logos.
@caraharshman
B
A
+1.5% improvement engagement
+113% improvement views of Solutions page
+117% improvement clicks on secondary CTA
The value of Optimizely’s Personalized homepage
@caraharshman
Don’t slice your audiences too thin. Give people a chance to surprise you.
@caraharshman
Every personalization campaign is a hypothesis that should be measured.
@caraharshman
Do website personalization because it’s valuable, not just because you can.
Make Every Click Count
7/28 with 99 Designs
Standing Out in A Saturated Market
8/24 with Earnest and Hotwire
Don’t Redesign Your Website in the Dark
8/11 with Asana and Optimizely
www.optimize.ly/thrive-webinar
Q&A
@caraharshman@optimizely