ABOUT THE HOSTS

Valentin RaduCEO Omniconvert

Davide NastasiCMO Contentools

THE PROBLEM

“ONE-SIZE-FITS-ALL” CONTENT DOESN’T WORK ANYMORE

READERS ARE FLOODED WITH CONTENT

SOLUTION

GIVE YOUR AUDIENCE A REASON TO COME, STAY AND CONVERT

HOW

CREATE ENGAGING CONTENT THAT’S RELEVANT TO THEM

WHY THIS WEBINAR

HOW TO CREATE HYPER-PERSONALIZED CONTENT

ENGAGE YOUR READERS AND INCREASE CONVERSION RATES

TOPICS

How to...

1 - Create Content that Speaks to Your Readers

2 - Design an Engaging Experience

3 - Test and Optimize

Create Content that Speaks to Your Readers 1

3 STEPS

1 - Create a Buyer Persona

2 - Design a Buyer Journey

3 - Build a content machine

CREATE A PERSONA

● Interview Customers

● See What’s Trending

● Join Forums

INTERVIEW

DESIGN HER JOURNEY

YOUR PERSONA IS NOT STATIC

DESIGN HER JOURNEY

BUILD A CONTENT MACHINE

1 - INVOLVE YOUR TEAM

2 - DESIGN A PROCESS

3 - USE THE RIGHT TOOLS

INVOLVE YOUR TEAM

Full presentation: http://www.slideshare.net/Contentools/21-tips-to-write-fast-and-well

DESIGN A PROCESS

USE THE RIGHT TOOLS

EDITORIAL CALENDAR

USE THE RIGHT TOOLS

IDEA PIPELINE

Download Here

USE THE RIGHT TOOLS

GOOGLE DOCS

USE THE RIGHT TOOLS

CONTENT LIBRARY

Access Here

Design an Engaging Experience 2

1 - Personalize the experience (segmentation and personalization)

2 - Make it interactive (surveys)3 - Adapt to user’s behaviour (interaction overlayers)

How a web experience usually looks like?

The first trigger generates a dose of norepinephrine/dopamine big enough to

generate an action

Based on the “scent” of a reward, the user clicks and goes

to the landing page

If anywhere in the funnel there’s no obvious element that continues to deliver the promise of a future reward on the landing page, the user leaves

The zero moment of truth lasts a few seconds: should I stay or should I go?

SegmentsBehaviourGeolocationTraffic sourceWeather conditionsData layer attributesCompany size

WHEN WHO

WHAT WHERE

TriggersOn-loadAt exit-intentOn scroll On clickAfter ___ sec

Pages in your funnelTOFUMOFUBOFU

ElementsLead capturing formeBooks / Reports / GuidesIncentivesObjection treatment surveyOffers

WHEN (name of the event) occurs

WHO (type of the visitor, segment)

WHERE (name of the page/ set of pages/ part of the funnel)

WHAT (name of the incentive/ content upgrade/ value adding material)

WHEN>

Exit-intent behaviour occurs...

Exit-intent

Results

-72% Bounce rate+14% More leads

WHO>

To visitors coming from The Business Journal...

WHAT>

Find out key facts about them:> buyer persona> motivations> reasons to act

Logic Branching Surveys

Logic Branching Surveys

Test & Optimize3

Test and optimize

1 -The importance of A/B testing2 - How to run effective tests (what elements to work on / how does a statistically relevant test look like -

time vs visitors)

A/B Testing

> Headline> Call2action> Layout> Images> Colors> Forms> Dynamic Text Replacement

A/B Testing

A/B Testing

A/B Testing

A/B testing website forms

Deutsche Telekom:

+38% conversion rate+30% leads from the new contact form

More details: https://www.omniconvert.com/telekom-casestudy

Full presentation: http://www.slideshare.net/valentinra/conversion-rate-optimization-process

WRAPPING UP

1 - Create Content that Speaks to Your Readers

2 - Design an Engaging Experience

3 - Test and Optimize

> 2500 websites > 3Bn visits / month > 8 countries