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Getting Started with PersonalisationDominic Hurst, digital services lead @LJMU
dominichurst.com | @dh_analytics playground.ljmu.ac.uk | @LJMUDigital
The story so far…
2013…
• A legacy content management system • Devolved content authors (300+) • A small but perfectly formed web team that was moved often • No investment • A requirement to do something amazing with no additional resource • Working in isolation
dominichurst.com | @dh_analytics
How we operate today…
2016…
• A state of the art Customer Experience Platform • Working closely with a Sitecore Partner (Mando) • With skilled professionals in house • A small and robust content team • Frameworks and governance • Appreciated by the business • Agile and driven by insight
dominichurst.com | @dh_analytics
digital servicesblueprint
blueprint strands
we’re redefining done
we’re always learning
we’re user focused
we’re insight driven
we’re open
“Use your own best practice, stop copying your competitors — they may not know what the f*** they are
doing either” - Peep Laja
we’re insight driven
To deliver better experiences we have to understand what our users are doing, thinking and their behaviours online ... We have to make decisions and be able to refocus direction with agility. This is only possible if we act on insight, not just data
we’re insight driven
Scaling the experience
Vanilla EXPERIENCE
Optimised EXPERIENCE
Personalised EXPERIENCE
Automated EXPERIENCE
dominichurst.com | @dh_analytics
What is Personalisation
“The idea behind personalisation is to tailor the experience from the moment it begins”
UX Mag
“Essentially, it’s the real-time individualisation of a site to suit each visitor’s unique needs and guide them through a custom
conversion funnel.” Conversion XL
dominichurst.com | @dh_analytics
Types of Personalisation
Rule based
• Location/ Weather • On page behaviour • Shopping/ account • Email or campaigns
Algorithm based
• Predictive
dominichurst.com | @dh_analytics
#1 Homework
• Remember why you are here – Organisational goals • Digital measurement models (Avinash Kaushik) • Focus - Metrics that matter (remember ROI) • Hypothesize to structure your tests
• Build the site with optimisation and personalisation in mind (tracking, componentising…)
Because we think [this] is true we think that doing [this] will mean [that this will happen]. We’ll know that this is true/false when we see this [key metric change]
dominichurst.com | @dh_analytics
#1 Homework1.1Courseengagement
59.13%
1.2Courseapplicationintent
7.01%
1.3Opendaybooking
0.00%ofuserssuccessfullybookanopendayevent
Why0%?-UnfortunatelythisareaofthewebsitecannotbetrackedduetolegacyintegrationwithourCRM
ofcoursepagesareinteractedwith
ofcoursepageswhereauserhasstartedanapplication
0.00%20.00%40.00%60.00%80.00%100.00%
0
500
1000
1500
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
bookingsstarted %completed
0.00%20.00%40.00%60.00%80.00%100.00%
0
50000
100000
150000
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
pageviews %engagement
0.00%
5.00%
10.00%
15.00%
20.00%
0
50000
100000
150000
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
pageviews %intent
dominichurst.com | @dh_analytics
#1 Homework
• Remember why you are here – Organisational goals • Digital measurement models (Avinash Kaushik) • Focus - Metrics that matter (remember ROI) • Hypothesize to structure your tests
• Build the site with optimisation and personalisation in mind (tracking, componentising…)
Because we think [this] is true we think that doing [this] will mean [that this will happen]. We’ll know that this is true/false when we see this [key metric change]
dominichurst.com | @dh_analytics
#2 Make your best practice
• Personalising isn’t driven by the masses. What works for someone else wont necessarily work for you
• Make your own best practice • Learn and iterate • Work alongside those doing user research for depth to your insight • Share knowledge within the team
dominichurst.com | @dh_analytics
#1 Drive the technology
• Evolve the experience platform around you, not you around the experience platform
• You can track, test and personalise anything; but that doesn’t mean you should do
• Integrate with GA/ GTM to add insight
dominichurst.com | @dh_analytics
#1 Drive the technology
• Evolve the experience platform around you, not you around the experience platform
• You can track, test and personalise anything; but that doesn’t mean you should do
• Integrate with GA/ GTM to add insight
dominichurst.com | @dh_analytics
#2 Back to basics
• Personalisation is about less not more - remove the clutter • Don’t underestimate “unique value proposition” • Use what you have • Words make a BIG difference • Conversion principles – (Oli Gardner)
dominichurst.com | @dh_analytics
#3 Jump straight in
• Don’t wait long after training • Start small and grow (insights, test, learn, repeat) • But don’t jump straight out!
- Think user journey/ business cycles
- Prioritize on what test will give you biggest return (remember goals)
dominichurst.com | @dh_analytics
#4 Gain buy in
For this to work (in general) you need buy in from management and co-workers
Don’t be the team that meddles and annoys people, be the team that adds value… but that’s hard
• Show • Tell • Test
dominichurst.com | @dh_analytics
What are LJMU Personalising?
Page specific
• Page behaviour - previous pages/ related pages • Account - signed in areas • Imagery/ Wording based on audience segmentation
NB Homepage - only 20% of our traffic see the homepage so minimal ROI
dominichurst.com | @dh_analytics
Thank you
Dominic Hurst, digital services lead @LJMU
dominichurst.com | @dh_analytics playground.ljmu.ac.uk | @LJMUDigital
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