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
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