Best Practices in Website Management, Part 2: How to Make Your Site Personal & Profitable
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This document discusses best practices for personalizing websites to improve customer experience and profits. It recommends personalizing the website within the first 2/10ths of a second to match user intent and purpose. Examples are given of how to personalize based on context like location, behavior and time of day. The document advocates treating the website like a salesperson by giving a warm welcome, preventing bounces, building trust over time, and using progressive calls to action. It outlines how Acquia personalizes through progressive profiling on forms and personalized messaging, and provides tips for setting goals, executing personalized content, measuring results, and adjusting based on outcomes.
Best Practices in Website Management, Part 2: How to Make Your Site Personal & Profitable
- 1. Best Practices in Website Management, P a rt 2 : Ho w t o Ma ke Yo u r S it e P e rso n a l & P ro f it a b le 1
- 2. Introductions Tom Wentworth, Chief Marketing Officer @twentworth12 2 Kate Fogarty, Sr. Manager Digital Marketing @katefogarty
- 3. Special guest Karl Wirth Chief Executive Officer/Founder, Evergage @wirthkarl 3
- 4. What You’ll Learn • Why personalization matters • How to start personalizing your website • What Acquia is doing today with personalization 4
- 5. In Person, You Have SEVEN SECONDS to Make a Great FIRST IMPRESSION 5 Source: NYU Graduate School of Business
- 6. But on the web you have 2/10ths of a SECOND 6 Source: Missouri University of Science and Technology
- 7. Match Intent to Purpose 7 Source: Occam's Razor
- 8. And That’s Called Personalization 8
- 9. Personalization Happens in the Real World • • • • 9 Gender Age Style Brands
- 10. 10
- 11. 11
- 13. CONTE XT Right content Right place Right time 13
- 15. CONTEXT IN example: flights to London ACTION 15
- 16. 16
- 20. CONTEXT IN example: flights to London ACTION 20
- 21. 21
- 24. …But Personalization Must Account for Context WHAT?!?!?! 24
- 25. CONTE XT Right content Right place Right time 25
- 26. context = experience engagement Context depends on: -Geography -behavior -Intent -Device -Time of day 26
- 27. Personalization is Critical to Customer Experience 27
- 28. What Do Visitors Look at First? • Logo • Main Navigation • Hero Image • Search • Content 28 Source: Missouri University of Science and Technology
- 29. Now what should I do? 29
- 30. IF YOUR WEBSITE WAS A SALESPERSON, HOW WOULD IT BEHAVE? 30
- 31. GIVE A WARM AND RELEVANT WELCOME 31
- 33. B RELEVANT WELCOME 3x increase in revenue from the Pinterest channel. 33
- 34. Who else? 34
- 35. RELEVANT WELCOME Carting rate has increased 162% since launching this modal. 35
- 36. HELP PEOPLE TAKE ANOTHER LOOK 36
- 37. B Wanted to increase time on site. 37
- 38. B BOUNCE PREVENTION 10x increase in time on the site over the control group 38
- 39. People leave without anyone talking to them 39
- 40. BOUNCE PREVENTION 2x increase over the control group ultimate capture of email 40
- 41. BUILD TRUST OVER TIME 41
- 42. 42
- 46. PROGRESSIVE CALL TO ACTIONS 333% increase in conversions to demo request compared to not switching out the CTA 46
- 47. HOW CAN YOUR SITE BEHAVE LIKE A CONSULTATIVE SALESPERSON? 47
- 48. How Acquia Personalizes/Targets • Progressive profiling on forms • Evergage for personalized messaging 48
- 49. Progressive Profiling • Recognize your users • Help them get what they want 49
- 50. Targeting and how to start • Set goals • Example: Drive additional webinar leads 50
- 51. Make your plan What can I do to better engage users? 51
- 52. Execute 52
- 53. Measure/track success • The week this ran Impressions Clicks Conversions 1300 86 9 10% Conversion rate 53
- 54. Adjust • How do I make this better? • Will changing copy help? • What do I target next? 54
- 55. Live Demo 55
- 56. Summary • Why personalization is important • How others are doing it today • How Acquia is doing it today 56
Editor's Notes
- #6: (1) education level, (2) economic level, (3) perceived creditability and believability, (4) trustworthiness, (5) level of sophistication, (6) sexual identification, (7) level of success, (8) political background, (9) religious background, (10) ethnic background, (11) social and professional desirability.
- #29: (1) education level, (2) economic level, (3) perceived creditability and believability, (4) trustworthiness, (5) level of sophistication, (6) sexual identification, (7) level of success, (8) political background, (9) religious background, (10) ethnic background, (11) social and professional desirability.
- #51: Set goals so you know what your measuring as success for the outcome.