How to Personalize Your Website Content

In the Moment.

DAN FLANIGAN VP of PRODUCTS

@danflan

linkedin.com/in/danflan

KARL WIRTH CEO/FOUNDER

@wirthkarl

linkedin.com/in/karlewirth

INTRO.!#personalizenow  

AGENDA.!

§  Website challenges marketers face today

§  Customer personas determine relevant content

§  Personalization makes every web experience awesome

#personalizenow  

Who We Are!

#personalizenow  

Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT.

#personalizenow  

Percussion  So,ware's  award-­‐winning  web  content  management  system  is  used  by  higher  educa8on,  government  agencies,  and  businesses  to  create  engaging,  effec8ve  content  that  looks  great  on  any  device.    

#personalizenow  

3 BIG CHALLENGES WEB MARKETERS FACE TODAY!

LOW ENGAGEMENT.

You could be engaging visitors better so they spend MORE TIME ON-SITE OR IN-APP and learn more about your company and offerings

#personalizenow  

LOW CONVERSIONS.

You need to CONVERT VISITORS TO LEADS or move existing leads down the funnel.

#personalizenow  

Marketers spend $45 BILLION/YEAR trying to get to “YES” online.

Email marketing

$30B Advertising

$5B

$5B Web Experience

Analytics $5B

Yet conversion rates are PAINFULLY LOW.

$10B

2%

POOR RETENTION.

You want REPEAT VISITORS and advocacy!

#personalizenow  

THE ANSWER IS PERSONALIZATION

HERE ARE THE 4 KEYS!

#personalizenow  

STEP 1

DEFINE YOUR PERSONAS!

#personalizenow  

STEP 2

BUILD A GREAT SITE AND KEEP IT UPDATED / RELEVANT!

#personalizenow  

“Tradi1onal  marke1ng  talks  at  people.    Content  marke1ng  talks  with  them.”    –  Doug  Kessler  

STEP 3

UNDERSTAND YOUR STAGES OF INTENT!

#personalizenow  

RELATIONSHIP: Given $1M PERSONA: Alumni INTENT: Learn about Events  

RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much  

TODAY, A WEBSITE DOESN’T RESPOND. BUT A FUNDRAISER DOES.

RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid  

RELATIONSHIP: Alumni PERSONA: Parent of Senior INTENT: Make decision about whether to bother applying  

TODAY, A WEBSITE DOESN’T RESPOND. BUT AN ADMISSION OFFICER DOES.

STEP 4

PERSONALIZE IN REAL-TIME TO EACH PERSONA-INTENT!

#personalizenow  

CAPTURE BEHAVIOR (visually out of the site)

UNDERSTAND PERSONA – INTENT

RESPOND IN REAL-TIME

§  Per-Visitor, User, Account Anonymous to Named

§  Clickstream, Context, Tags Time on page and in category Progress in funnel

§  Attributes, Transactions

§  Form Fields, Surveys

§  History from other systems

§  Set up rules to segment

§  Analyze differences amongst segments

§  Visually browse site and target communications.

§  Personalize site in <300ms

#personalizenow  

RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much  

2. RESPOND 1.  UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site

YOUR WEBSITE = YOUR BEST FUNDRAISER

RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid

2. RESPOND 1.  UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site

YOUR WEBSITE = BEST ADMISSIONS OFFICER

OTHER EXAMPLES!

#personalizenow  

RELATIONSHIP: Visited, no buy PERSONA: Beginner gardener INTENT: Purchase full bed today  

PERSONALIZATION ENABLES TARGETED RESPONSE.

2. RESPOND 1.  UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site

RELATIONSHIP: Visit occasionally PERSONA: Personal investor INTENT: Read 1 article then leave  

REAL-TIME MARKETING ENABLES A TARGETED RESPONSE

2. RESPOND 1.  UNDERSTAND PERSONA-INTENT Comes in deep-linked to article Spends 5 minutes reading, leaves  

Take a tour of MarketWatch. See what else we can offer. Start ›

SEGMENT AND TARGET AUDIENCES BASED WHO WHO THEY ARE

In Conclusion!

#personalizenow  

Walk  a  mile  in  their  shoes    Give  before  you  take    Personaliza1on  is  a  dialogue,  not  a  monologue  

#personalizenow  

Q&A

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#personalizenow