How to Personalize Your Website Content

In the Moment.

DAN FLANIGANVP of PRODUCTS

@danflan

linkedin.com/in/danflan

KARL WIRTHCEO/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 increaseconversions using real-time visitor persona and intent data to personalize the digital experience for every visitor.

All without IT.

#personalizenow

Percussion Software's award-winning web content management system is used by higher education, government agencies, and businesses to create engaging, effective 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-APPand learn more about your company and offerings

#personalizenow

LOW CONVERSIONS.

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

#personalizenow

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

Email marketing

$30BAdvertising

$5B

$5BWeb Experience

Analytics

$5B

Yet conversion rates are PAINFULLY

LOW. $10B

2%

POOR RETENTION.

You want REPEAT VISITORSand 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

“Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler

STEP 3

UNDERSTAND YOURSTAGES OF INTENT

#personalizenow

RELATIONSHIP: Given $1MPERSONA: AlumniINTENT: Learn about Events

RELATIONSHIP: Never givenPERSONA: AlumniINTENT: Give, not sure how much

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

RELATIONSHIP: NonePERSONA: High school SeniorINTENT: Learn about Aid

RELATIONSHIP: AlumniPERSONA: Parent of SeniorINTENT: Make decision about whether to bother applying

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

STEP 4

PERSONALIZE IN REAL-TIMETO EACH PERSONA-INTENT

#personalizenow

CAPTURE BEHAVIOR (visually out of the

site)

UNDERSTAND PERSONA –

INTENT

RESPOND IN REAL-TIME

Per-Visitor, User, AccountAnonymous to Named

Clickstream, Context, TagsTime on page and in categoryProgress 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 givenPERSONA: AlumniINTENT: Give, not sure how much

2. RESPOND 1. UNDERSTAND PERSONA-INTENT4 visits to Support BCRead How to GiveRead Make a Gift. 10 minutes on page

YOUR WEBSITE = YOUR BEST FUNDRAISER

A good rule of thumb is to start with 1% of your annual income

A good rule of thumb is to start with 1% of your annual income

RELATIONSHIP: NonePERSONA: High school SeniorINTENT: Learn about Aid

2. RESPOND 1. UNDERSTAND PERSONA-INTENT2 visits to Financial Aid½ way through filling out an applicationThird time back

YOUR WEBSITE = BEST ADMISSIONS OFFICER

Meet Julie in Denver on July 10 to talk about Financial Aid and Admissions

Meet Julie in Denver on July 10 to talk about Financial Aid and Admissions

OTHER EXAMPLES

#personalizenow

RELATIONSHIP: Visited, no buyPERSONA: Beginner gardenerINTENT: Purchase full bed today

PERSONALIZATION ENABLES TARGETED RESPONSE.

2. RESPOND 1. UNDERSTAND PERSONA-INTENT4 visits to getting started topics2 visits to same Planter in last 2 hours15 minutes comparing optionsBut now bouncing off site

RELATIONSHIP: Visit occasionallyPERSONA: Personal investorINTENT: 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 ON WHO THEY ARE

In Conclusion

#personalizenow

Walk a mile in their shoes

Give before you take

Personalization is a dialogue, not a monologue

#personalizenow

Q&A

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Free Real-Time Personalization Resources:

www.evergage.com/resources

See a Demo of Evergage

www.Evergage.com/Request-a-demo

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#personalizenow