The Personalization Playbook: Secrets from successful real-world experiments
•Download as PPTX, PDF•
3 likes•953 views
Personalization remains one of the most powerful techniques in the experience optimization arsenal but, according to Forrester, most companies fail to execute a comprehensive personalization approach. Join CROmetrics to learn how to unlock the power of your most important segments with an efficient, experimental approach to personalization.
Report
Share
The Personalization Playbook: Secrets from successful real-world experiments
- 1. The Personalization Playbook Presenters Chris Neumann, Founder & CEO, CROmetrics Sean Condren, Strategic Partnerships, Optimizely
- 2. Today’s Speakers Chris Neumann Founder & CEO CROmetrics Sean Condren Strategic Partnerships Optimizely
- 3. Housekeeping • Presentation is being recording • Slides will be available after the webinar is complete • There will be time to submit questions at the end of the presentation
- 4. Agenda • Overview • CROmetrics Personalization Approach • Secrets of successful real world experiments • How to elevate your program for a competitive advantage • Q&A
- 5. What is personalization? • Ongoing dynamic site content versus a temporary site change done for testing • Giving a different experience to different types of visitors
- 6. Personalization is the Natural Extension of Testing Key reasons to implement personalization • Behavioral targeting • Different experience based on inbound traffic source • Different experience to different types of visitors
- 7. Secrets of successful real world experiments Campaigns CROmetrics has seen win for our customers
- 9. Media personalization uses • Increasing time on site and page views • Whitelisting ad blockers • Behavioral targeting
- 12. Media suggested campaigns • Increasing time on site and pageviews • Modals • Traffic sources • Behavioral targeting
- 14. E-commerce personalization uses • Specific traffic sources • Full page modals • Third party data sources • Recommendations
- 18. E-commerce other suggested campaigns • Exit intent modals • Email capture or discount modals based on on-site behavior • Feature types of merchandise based on geographic area • Adjust home page based on weather • Recommendations based on browsing behavior
- 19. B2B Examples
- 20. B2B/LeadGen personalization uses • Account-based marketing • Third party data sources • Behavioral targeting
- 21. ABM - known target customer IP address
- 22. ABM - lighter weight based on category
- 23. ABM - even lighter weight based on time of day
- 24. Behavioral Targeting - Personalized Experiences
- 25. B2B/LeadGen suggested campaigns • Behavioral targeting • Targeted promotions • Ad channel
- 27. SaaS/Subscription personalization uses • In-product engagement • Churned customer winback campaigns • Behavioral targeting
- 30. SaaS Suggested campaigns • Behavioral targeting • Prospect vs known customer • First time use case
- 31. How to Elevate your program for a competitive advantage
- 32. Get a dedicated team • Mostly competing with not testing • Have someone be ultimately responsible
- 33. Be Creative • Creative ideas come from the entire org • Think about different customer/traffic sources • Consider under-served customers • Look for external “inspiration”
- 34. Increase Throughput • More experiments means more learnings and more ROI • Easy tests • Common blockers
- 35. Key Takeaways • Start with testing • Roll test wins into personalization campaigns • Build a dedicated team and be creative • Keep going!
- 36. 1200+Attendees 20+Sessions 100+Giveaways 30+Speakers Wynn Las Vegas, October 17-19 Registration Regular $850 Expires on 10/16/2017 Early Bird $750 Expires on 09/01/2017
- 37. Questions? Please submit your questions via the text box on your screen.
- 38. Thank you
- 39. Placeholder outline What is PErsonalization? Here is what we mean when we say “personalization” P13n is a buzz word, but how are people really doing it? How CROmetrics thinks about personalization • Extension of testing - when you find a win that is based on some sort of criteria, how do you hard code that?? • Allows for behavioral targeting as well, key for certain industries like media or SaaS businesses that get a lot of eg blog traffic that is low converting • Many companies start with testing and then upgrade to personalization • HOwever, media include personalization as part of initial site optimization strategy (test to find what p13n strategies work) When is it most effective? • If you want to target specific types of customers • E-com • certain traffic sources - google PLAs are a great example • third party data sources such as weather - classic example • Leadgen & b2b • ABM, that’s what Optimizely does on their own site, but that’s a big commitment for many companies • capturing emails after a certain amount of time or pageviews, etc on blog content or on site • SaaS • engagement in the product