Yes, I said it. THE homepage is dead. No, this doesn’t mean you should all go delete your homepages. It means that a single version of the homepage that targets everyone who visits your site is a thing of the past. It’s time to uplevel your homepage with some personalization and move from ‘the” homepage to “a” homepage”. In this talk, Cara will share lessons learned from Optimizely’s recent undertaking of totally redesigning their homepage and fully personalizing it for all sorts of visitors and behaviors. Actionable takeaways you will learn: Defining who you’re personalizing for with a little introduction to account-based marketing. The people involved in the process and who you need to fuel a campaign for yourself. Setting realistic goals for personalization and measuring them.

1. @caraharshman #CTAConf
“The Homepage”
is dead
by Cara Harshman
Call to Action
Conference 2016

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1998 was a big year.

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If we have 4.5
million customers,
we shouldn’t have
one store. We
should have 4.5
million stores.
-Jeff Bezos, 1998
“

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We
think
you’d
like…
glowy
shit.

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Today, most
websites still say
come one come
all.

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As marketers, we
reveal our secret
tips & tricks then
use said tips &
tricks to beat
each other.

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From this
for
everyone…

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To this for
Sony…

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And this
for Target.

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And this
for the
New York
Times.

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And this
for retail
companies.

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And this
for travel
companies.

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And this
for the
afternoon.

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And this
for 3 am.

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We went from
1 homepage
to 26+
personalized
homepages.
This
To this

20. 1.WHY?
2.WHAT?
3.HOW?

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1.
WHY
REDESIGN &
PERSONALIZE?

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FIND THE
GLOBAL
MAXIMUM

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We were
here.

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We were
here.
We wanted
to get here.

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SUPPORT
ACCOUNT-BASED
MARKETING

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WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN

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WHO ?
WHAT ?
WHERE ?
ACCOUNT-
BASED
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD
GEN

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SHOW
INSTEAD OF
TELL

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I love it but...

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How do we
show the
value?

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The
“What’s
going on
here?”
Button

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WHY?
1. Learn more about ABM:
view Engagio Slideshare
on ABM
2. Read ConversionXL and
HelpScout on “Local
Maximum”
3. Do a 5-second value audit
on your website

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2.
WHAT DID
WE CHANGE?

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CREATED 26
AUDIENCES
INSTEAD OF 1

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Audiences
should be:
↣ Identifiable
↣ Valuable
↣ Differentiated

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Geography IndustryEngaged
visitors
Named
Accounts
BEHAVIORAL DEMOGRAPHIC

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DESIGN
THE PAGE
TO BE
PERSONALIZED

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This
To this

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If you want to
personalize a page,
you need to make
space for
personalized
content.

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Hero Image
Headline
Calls to Action
Personalization
Boxes

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Section
headline
Customer logos
and quotes

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Relevant
content and
events
Calls to Action

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WHAT?
1. Define Audiences →
optimize.ly/p13n-template
2. Content: Print out
homepage, circle areas you
can personalize w/ content
3. More details →optimize.ly/
homepage-story

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3.
HOW
DID IT
PERFORM?

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When
personalizing,
it’s still
important to
measure.

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Qualitative
Impact
holy shit!
-teespring
“ ”

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Qualitative
Impact

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B
A
- 1.5% engagement
- 113% views of Solutions page
- 117% starts account-create
process
- No effect down funnel on leads
Quantitative
Impact

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HOW?
1. Measuring proves its
working or not working
2. It opens up so many
opportunities for testing
and discovery

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MY CTA:
ASK
YOURSELF
3. Where is the best
place to deliver this
message?
1. Who are my most
important customers?
2. What can I say/do to
show them how
important they are ?

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here rests
“The Homepage”
1998-2016
survived by
“many a homepage”

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Thank You!
bit.ly/caraCTAconf