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
www.percussion.com Learn more about Percussion at
www.percussion.com
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linkedin.com/company/percussion-software
facebook.com/percussionsoftware
www.Evergage.com/Blog
Free Real-Time Personalization Resources:
www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
twitter.com/evergage
linkedin.com/company/evergage
#personalizenow
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