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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
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!
