Amazon, Google, Netflix, eBay, and basically all major web players are personalizing content. Here's what you do to optimize your content to match your audience's needs and drive results: *How to stop playing guessing games with your web content *Specific ways to increase conversion rates and customer engagement *How to track and increase revenue per visit

1. Site Personalization:
7 Easy Ways to Make
Your Site Read Minds
@ keywordcatcher
Bart Olson
Dir. Business Development
Keyword Catcher

2. Hello there.

4. ..and the time of day where they are

5. This is how most websites
handle this traffic
This This is what your
is what Keyword
site should do
Catcher does

6. Welcome to the adaptable web.
It’s all around you.
Don’t believe me?
Go search for “askew” in Google
and see what happens

7. Analytics Are Easy to Come By

8. Actionable Analytics are Critical
Capture customer data to create segments
Personalize site content
around segments
Help people find what they’re looking for
feel closer to the
brand
quickly buy online
feel welcomed

9. Summary
You should grab customer intent
and shift site content to match it.
Allow your site to listen and respond
to customers.
Shorten the path to your goal.
A B
The result is increased conversion and revenue.

10. Is your site good at selling?

11. What makes a good salesman?
1. Ask questions 2. Find out the customer’s need
A B
3. Give them the shortest, quickest path to filling their need

12. Your most important salesman is your website.

13. Every day customers are asking your website questions,
but it isn’t listening and it isn’t responding.

14. 1.
VIRTUAL
INTERACTION

15. Origins.com example

16. Search begins, Google suggests
is origins all natural

17. Click #1 search
Land on the home page
result

18. After 1 second delay, cognitive drift begins.
You have max 5 seconds to capture them.

19. Instead of this.... You get this.

20. Other sales-cycle questions you
could address

21. Search begins, Google suggests
are michelin tires the best

22. Click #3 search
User lands on home page
result
(michelinman.com)

23. Instead of giving them this tire selector when they land...

24. Why not answer their question?
You can directly respond to a user’s
question from the search bar that
brought them to your site.
You can trigger the best image
to address the user’s position in the sales
cycle when they land on your site.
Yes. Michelin tires are the best.

25. 2.
KEYWORD
MIND
READING

26. Backcountry.com example

27. womens hiking gear

28. Instead of this.... You get this.

29. But I’m doing mostly PPC advertising,
I’m not focused on Organic Search....

30. 50% See This.
100% See This.
(world’s most 10% See This.
valuable real estate)
50% See This.

31. Backcountry.com using PPC

32. best rainwear for women

33. Click #1 PPC Land on this page

34. Instead of this.... You get this.

35. Don’t make them hunt.

36. User searches for “iphone
headphones”
iphone headphones

37. Click on Search
link to
Skullcandy.com

38. Instead of this........

39. Keyword Catcher grabs “iphone” keyword and optimizes home page.

40. User searches for “middlebury spanish immersion”
Click on link to
mmla.middlebury.edu

41. Without personalization:

42. With personalization:

43. With customized content based on user searches and
online behavior, we’ve often seen online conversion rate
increase by
20%

44. 3. CUSTOMIZED
FOR
SOCIAL
MEDIA

45. Different social media channels send you different kinds of traffic.
So why wouldn’t you change your site to cater to each of them?

46. 4.
PERSONALIZED
TO
REFERRAL
SITES

47. Refferal sites send vastly different types of traffic.
Why not cater to them differently on your site?

48. For instance.
A flower shop gets visitors from:
Mortuary
Dating Site
College
Party Planner Mommy Blog
High School
Corporate Event Planner

49. Each channel can be identified by referral sites.
ach type of visitor can get a customized experienc
Personalize site content
around segments

50. 5.
PERSONALIZE SITE
TO
USER’S TIME OF
DAY

51. Your visitors behave differently in the morning
than they do at night.
Why not make your site adapt to their time of day?

52. 6.
ADAPT TO USER’S
LOCATION

53. Michelin.com example

54. International users are all directed to this page

55. Every click loses 50% of your
traffic, so why not give them this?
Keyword Catcher detects user’s location
and shows their country.

56. LanierLaw.com example

57. 57

58. 58

59. 59

60. 7.
ALWAYS BE
TESTING

61. Multivariate split testing removes guesswork in online
marketing.
Quite simply, if you’re not using it, you’re missing out
on
extra online revenue.
61

62. Quick example: LexingtonLaw.com
62

63. 63

64. New message tested
64

65. Hundreds of combinations and tests revealed that the original home page
always converted better. This went against a lot of assumptions.
WINNER
TRUST
This is the message
that mattered most
to visitors.
This message
converted best
every time.
65

66. What should you track?
• Conversion rate
• Bounce rate
• Exact revenue increase
• Average order value
• Items purchased
• Page views

67. Benefits of the 7 Mind Reading
Techniques
• Conversion rate up
• Bounce rate down
• Better website stickiness
• Personalize the experience
• Less blind fishing
• Put your analytics to work quickly and easily
• Real-time. Respond to trends faster than the competition
• Test new content on specific segments of the audience
• Leverage social media data to personalize content

68. Thank You.
@ keywordcatcher
Bart Olson
Dir. Business Development
Keyword Catcher
bart@ keywordcatcher.com
keywordcatcher.com