Transform Your Drupal Site from Static to Engaging
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Transcript of Transform Your Drupal Site from Static to Engaging
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Transforming Drupal Sites fromStatic to Engaging
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@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
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mediacurrent.com
MediacurrentWe build highly impactful open-source technology-based websites that help
organizations with their online presence.
Design Development Support
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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
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Agenda
● Optimizing your content strategy
● What is content personalization?
● Lead Nurturing
● Web Conversion Playbook
● How to do this in Drupal without Development
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Content Strategy
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Increasing online competition
Growing complexity from a myriad of devices
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One Size Does not Fit All
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Buyer Personas
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Buyer Personas
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● 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?
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Buyer Personas
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Content Audit
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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.
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Lurkers?
Personalize content even for unknown visitors.
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Real-time Personalization
Secrets
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@evergage
YOUR WEBSITE CAN (AND MUST) BE YOUR BEST SALESPERSON
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@evergage
GIVE A WARM AND RELEVANT WELCOME
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B 3x increase in revenue from the Pinterest channel.
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Carting rate has increased 162% since launching this modal.
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@evergage
Right in your backyard today. Come on by!
Get driving directions here
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@evergage
HELP PEOPLE TAKE ANOTHER LOOK
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B 10x increase in time on the site over the control group
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2x increase over the control group ultimate capture of email
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@evergage
This is what you’ll be missing:
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@evergage
BUILD TRUST OVER TIME
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… increased leads generated by 7%.
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@evergage
Welcome back. Enter your email to hear the latest from DrupalCamp:
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@evergage
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@evergage
“I’ve never seen a conference attended by such intelligent and powerful people. Your
best leads are here.” - Karl Wirth, Evergage, Sponsor 2013
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@evergage
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
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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
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SELL SPONSOR
Only 1 Sponsor Slot LeftAnd 300 people registered
Call Julie now to secure it!(800)452-1244 x207
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SELL ATTENDEE WHO HAS VISITED THREE TIMES
300 people registeredDon’t miss out!
Email us here
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@evergage
MAKE SUCCESSFUL
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HELP A LOGGED-IN USER
300 people registeredDon’t miss out!
Email:
You haven’t proposed a session. Click here to propose.
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@Mediacurrent@thememaster
How to Do This(Easily & w/o Dev)
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Personalize DrupalEvergage Drupal Module
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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
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Personalize DrupalWithout a developer
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Thank You!
Questions?
@Mediacurrent@Evergage
Mediacurrent.comEvergage.com
slideshare.net/mediacurrent