Personalization Strategy Workshop - San Francisco

Personalization Strategy WorkshopSan Francisco

August 17, 2016

Brigitte Donner, VP of Product Marketing, Optimizely, Chris Neumann, CEO, CROmetrics

Steve Ebin, Head of Optimization & Online Marketing, Optimizely

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Agenda

2:30 PM Registration & Refreshments

3:00 PM Open/WelcomeBrigitte Donner, VP of Product Marketing, Optimizely

3:15 PM Personalization Strategy WorkshopChris Neumann, Founder & CEO, CROmetrics

4:00 PM Break & Networking

4:15 PM Advanced Personalization: Supercharge your ABM Personalization Strategy & Demo Steve Ebin, Head of Optimization, Optimizely

5:00 PM Group Discussion, Networking & Happy Hour

Chris Neumann

Founder & CEO, CROmetrics

Personalization Strategy Workshop Speakers

Brigitte DonnerVP of Product Marketing,

Optimizely

Steve EbinHead of Optimization,

Optimizely

Welcome and Opening Remarks

Brigitte DonnerVP of Product Marketing

Optimizely

Survey Results

Survey Results

Survey Results

Survey Results

Personalization Strategy Workshop: Personalization Journey, How to Get Started Today and Prove the Value

Chris Neumann Founder & CEO

CROmetrics

Background on CROmetrics

• One of the first Optimizely customers.• We help companies become data driven vs opinion-driven

in their experimentation and decision making.• Throughput of experimentation is the key to winning.

Winner 2015 Optie for Best Use of Personalization

Personalization Testing Wins from A/B testing tool

Normal Logo Design Landing Page

99 Designs: Logo Design Landing Page

SEM Logo Design Landing Page

Symmetric Messaging Example

Original Landing Page

Symmetric Messaging Landing Page

Vector Marketing - Monster.com Job Ads

Original Personalized

• Better targeting• Javascript Conditions• Behavioral targeting• 1st and 3rd party data sources

• Prioritization of campaigns• Easier normalization of winners• Extensions are huge

• Offerings of other “personalization” vendors are a subset of what can be done in Optimizely

• Exit Intent popups• Popovers• Butter Bars

• Allows marketing to be able to execute more easily than in the past

Personalization is the obvious next step after A/B testing

Real World Example: Personalization Using

Extensions

What are our optimization goals?

Worksheet Question 1: What are our Optimization Goals?

Content pages get a lot of traffic but often don’t convert well to paying customers.

Capture email addresses for people browsing these pages

• Heavy Fitness Content Viewers• People who browse lots of fitness content but did not sign up to be a paid

customer• Heavy Content Window Shoppers

• People who browse a lot of content in general (could be fitness or recipes) but are not paid customers

• Desktop browsers• People using a desktop browser (often very different experience from those on

mobile)

Question 2: Who do you want to target?Which audiences (visitor segments) do you want to personalize for?

Question 3: What are the systems you’ll use to discover

audiences and connect into the personalization platform for

targeting?

Visual Tagging

Visual Tagging

Setting up audiences based on behaviors

Question 4: Where are the most critical

experiences on your website you want to

personalize for?

Question 5: What are some key messages or experiences you want to show each audience?

Using Extensions to set up the personalization campaign

Chris@CROmetrics.com

Questions?

415-505-7625

Chris Neumann

Advanced Personalization: Supercharge your Personalization Strategy & Demo

Steve EbinHead of Optimization & Online Marketing

Optimizely

Advanced Personalization

Supercharge your ABM Personalization Strategy

Head of Optimization & Online Marketing

Optimizely

Steve Ebin

Project 1: Homepage PersonalizationSteve Ebin

Our goals for the homepage

• ‘Show, don’t tell’

• Showcase breadth of p13n capabilities

• Support ABM strategy

• Do something easy to understand

This is our current homepage. I’d

like to spend a few minutes walking

through it with you.

The background image and

headline changes based on

demographic criteria.

The background image and

headline changes based on

demographic criteria.

The background image and

headline changes based on

demographic criteria.

The background image and

headline changes based on

demographic criteria.

The background image and

headline changes based on

demographic criteria.

When we can’t identify the visitor,

they see a time of day message

When we can’t identify the visitor,

they see a time of day message

The modules below the hero are

personalized based on both

demographic and behavioral

attributes for each visitor.

Module 1 changes based on

behavioral criteria

Module 2 changes based on

demographic criteria

Module 3 changes based on

demographic criteria

Module 3 changes based on

demographic criteria

Customer logos change based on

demographic criteria

● Travel prospects see travel logos,

retail prospects sees retail logos, etc.

● Everyone else sees our default logos.

Customer logos change based on

demographic criteria

● Travel prospects see travel logos,

retail prospects sees retail logos, etc.

● Everyone else sees our default logos.

ResultsWHAT HAPPENED AFTER WE PERSONALIZED THE HOMEPAGE?

Qualitative Impact

@caraharshman #CTAConf

B

A+1.5% improvementengagement

+113% improvementviews of Solutions page

+117% improvementclicks on secondary CTA

Quantitative Impact

Project 2: Schedule Demo Page

Demo Scheduler Page

• Reusable personalization modules!

• Visitors see logos from their industryby default

• Customer quote also changes byindustry

Project 3: Personalized Recommendations

Personalized recommendations

• The recommended articles are basedon what people who view similararticles like.

Project 4: Super Personalized Homepage

ABM in Practice - Watch Campaign

• Campaign for target list of executivesto set up in-person meetings

• For setting up a meeting, AEs giftprospect an Apple Watch

• Tested as an email-only campaign inQ1

• $1M in pipeline opportunities so far

ABM in Practice - Watch Campaign

ABM in Practice - Watch Campaign

Project 5: Easy path to demo

Strategic customers see custom banner ads

They see an extension that encourages them to schedule a demo.

ProcessHOW WE GOT TO THIS POINT,AND HOW YOU CAN TOO

What makes this difficult?

• Navigating stakeholders

• Unchartered territory

• Many audiences creates complexity

• Need high confidence in data being used for personalization

• Goals and results are fuzzier than in an A/B test

Steps to Redesign & Personalize your Homepage

Step 1. Goals - What do you want to achieve?

Step 2. Accounts - For whom do you want to achieve this?

Step 3. Design - What design will help you achieve that goal with that audience?

Step 4. Personalize - Show the right experience to the right visitor.

Establishing Goals

Establishing Goals - a reminder of what our goals were

• ‘Show, don’t tell’

• Showcase our own technology

• Support ABM strategy

• Do something easy to understand

Establishing Goals - FIguring it out for Yourself

• Conversion vs. education?

• Demonstrate vs. explain?

• Explicit vs. implicit personalization?

Accounts

Accounts - for Optimizely

• Cascading approach for different tiers:

• Top: account list - 1-to-1 personalization

• Middle: industries - 1-to-few personalization

• Bottom: everyone else: 1-to-many personalization

• Other considerations:

• Customer and non-customer audiences

• Behavioral audiences

• Geographic audiences

Accounts - for Yourself

• Do you have an account list?

• What are your business goals for thatlist?

• What is feasible/achievable in yourtimeframe?

• What other attributes could be used tosegment accounts into audiences?

Design

• Modular design

• Hero that can be personalized

• Room for personalization modules

• Customer validation

• Promoted content

Design - for Optimizely

Design - for Yourself

• Is my design ‘personalize-able’ today?

• Can I iterate upon the design?

• Am I making the best use of above-the-fold space?

• Can I target messages and content throughout the page?

Thank You!