Transforming Drupal Sites fromStatic to Engaging

@Mediacurrent@thememaster

● CEO/co-founder of Evergage● 2.5 years Drupal experience● Dedicated to improving online conversion● Led product and marketing at Red Hat,

Sentillion, and RSA Security. ● Physics degree from Harvard

● Marketing Director at Mediacurrent● 5 years of Drupal experience● 200% increase in leads in 2012● Expert in lead management/grading

with marketing automation software

Adam Waid Karl Wirth

mediacurrent.com

MediacurrentWe build highly impactful open-source technology-based websites that help

organizations with their online presence.

Design Development Support

Increase conversion rates at each stage of the customer lifecycle

Respond to behavior in real-time during the digital experience.

All without IT or development resources

www.evergage.com

Real-time web personalization

Agenda

● Optimizing your content strategy

● What is content personalization?

● Lead Nurturing

● Web Conversion Playbook

● How to do this in Drupal without Development

Content Strategy

Increasing online competition

Growing complexity from a myriad of devices

One Size Does not Fit All

Buyer Personas

Buyer Personas

● What are their demographics? ● What are their interests? ● Who influences their product

choices?● What are their goals or

problems to be solved?● Where do they look for

information about your product category?

● What type of information do they want?

Buyer Personas

Content Audit

Low Conversions?

One or more of the following:● Not finding what they're looking for. ● You haven't given users a “next step.”● Your message isn't compelling.

Lurkers?

Personalize content even for unknown visitors.

Real-time Personalization

Secrets

@evergage

YOUR WEBSITE CAN (AND MUST) BE YOUR BEST SALESPERSON

@evergage

GIVE A WARM AND RELEVANT WELCOME

B 3x increase in revenue from the Pinterest channel.

Carting rate has increased 162% since launching this modal.

@evergage

Right in your backyard today. Come on by!

Get driving directions here

@evergage

HELP PEOPLE TAKE ANOTHER LOOK

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

2x increase over the control group ultimate capture of email

@evergage

This is what you’ll be missing:

@evergage

BUILD TRUST OVER TIME

… increased leads generated by 7%.

@evergage

Welcome back. Enter your email to hear the latest from DrupalCamp:

@evergage

@evergage

“I’ve never seen a conference attended by such intelligent and powerful people. Your

best leads are here.” - Karl Wirth, Evergage, Sponsor 2013

@evergage

CLOSE THE DEAL

Static CTA

Wasted Real-Estate

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

3% of people shown this message signed up as leads for the upsell.

“This is a game-changer for the hosting business” - EIG

IN-CONTEXT UPSELL

SELL SPONSOR

Only 1 Sponsor Slot LeftAnd 300 people registered

Call Julie now to secure it!(800)452-1244 x207

SELL ATTENDEE WHO HAS VISITED THREE TIMES

300 people registeredDon’t miss out!

Email us here

@evergage

MAKE SUCCESSFUL

HELP A LOGGED-IN USER

300 people registeredDon’t miss out!

Email:

You haven’t proposed a session. Click here to propose.

@Mediacurrent@thememaster

How to Do This(Easily & w/o Dev)

Personalize DrupalEvergage Drupal Module

Personalize Drupal

First 30 minutes● Drop in Javascript (like Google Analytics)● Create first set of messages from templates

○ Based on geo, search term, referrer, ○ Based on time on site, time on page, # visits

Next few hours● Track clicks and behavior● Make CTAs behavior-based

In less than 30 minutes

Personalize DrupalWithout a developer

Thank You!

Questions?

@Mediacurrent@Evergage

Mediacurrent.comEvergage.com

firstname.lastname@mediacurrent.com

kwirth@evergage.com

slideshare.net/mediacurrent