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Best Practices in Website Management,

Part 2: How to Make Your S i te Personal & Profi table

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Introductions

Tom Wentworth, Chief Marketing Officer@twentworth12

Kate Fogarty, Sr. Manager Digital

Marketing@katefogarty

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Special guest

Karl WirthChief Executive Officer/Founder, Evergage

@wirthkarl

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What You’ll Learn

• Why personalization matters• How to start personalizing your website• What Acquia is doing today with personalization

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In Person,

You Have SEVEN SECONDSto Make a Great

FIRST IMPRESSION

Source: NYU Graduate School of Business

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But on the web you have 2/10ths

of a SECOND

Source: Missouri University of Science and Technology

7 Source: Occam's Razor

Match Intent to Purpose

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And That’s Called Personalization

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Personalization Happens in the Real World

• Gender• Age• Style• Brands

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One Million Dollars

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Right contentRight placeRight timeCONTEXT

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Despite the successes,almost

everyone sucks

at this.

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CONTEXT IN ACTIONexample: flights to London

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PRE-SELECTED DESTINATION

HERE, TOO!

AND HERE!

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RELEVANT IMAGE

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PRE-SELECTED BOSTON ORIGIN

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CONTEXT IN ACTIONexample: flights to London

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WHERE’S BOSTON?

WHERE’S LONDON?

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IRRELEVANT PROMOTION

ANOTHER ONE!

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…But Personalization Must Account for Context

WHAT?!?!?!

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Right contentRight placeRight timeCONTEXT

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context =engagementexperienceContext depends on:-Geography-behavior-Intent-Device-Time of day

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Personalization is Critical to Customer Experience

28Source: Missouri University of Science and Technology

What Do Visitors Look at First?

• Logo• Main

Navigation• Hero Image• Search• Content

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Now what should I do?

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IF YOUR WEBSITE WAS

A SALESPERSON, HOW WOULD

IT BEHAVE?

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GIVE A WARM AND RELEVANT WELCOME

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Very low conversion from Pinterest channel

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3x increase in revenue from the Pinterest channel.

RELEVANT WELCOME

B

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Who else?

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Carting rate has increased 162% since launching this modal.

RELEVANT WELCOME

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HELP PEOPLE TAKE ANOTHER LOOK

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Wanted to increase time on site.

B

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10x increase in time on the site over the control group

BOUNCE PREVENTION

B

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People leave without anyone talking to them

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2x increase over the control group ultimate capture of email

BOUNCE PREVENTION

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BUILD TRUST OVER TIME

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GENERATE INTEREST

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CLOSE THE DEAL!

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Static CTA

Wasted Real-Estate

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333% increase in conversions to demo request compared to not switching out the CTA

PROGRESSIVECALL TO ACTIONS

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HOW CAN YOUR SITE BEHAVELIKE A CONSULTATIVE SALESPERSON?

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How Acquia Personalizes/Targets• Progressive profiling on forms• Evergage for personalized messaging

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Progressive Profiling

• Recognize your users• Help them get what

they want

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Targeting and how to start

• Set goals

• Example: Drive additional webinar leads

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Make your plan

What can I do to better engage users?

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Execute

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Measure/track success

• The week this ran

Impressions Clicks Conversions

1300 86 9

10% Conversion rate

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Adjust

• How do I make this better?• Will changing copy help?• What do I target next?

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Live Demo

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Summary

• Why personalization is important• How others are doing it today• How Acquia is doing it today

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Thanks!Questions/Comments?