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Make it Personal: Applying Your Dynamic Content Personalization Strategy

We’re all trying to reach customers through our websites, and now, thanks to dynamic website personalization, we can tailor the message specifically to each website visitor. This webinar will look at why a one-size-fits-all message is no longer an effective strategy for your website and how dynamic personalization opens up infinite permutations of content to manage. We’ll provide a method to the madness and show the benefits and roadblocks you’ll encounter along the way.

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Make it Personal: Applying Your Dynamic Content Personalization Strategy

  1. 1. Please direct any questions to us via Twitter using hashtag #fpwebinar Make it Personal: Applying Your Dynamic Content Personalization Strategy #fpwebinar
  2. 2. Please direct any questions to us via Twitter using hashtag #fpwebinar We want to hear from you! #fpwebinar
  3. 3. What’s in this Fpwebinar? Opportunities and Challenges Real-World Examples Defining a Personalization Strategy Quick Wins #fpwebinar
  4. 4. Aaron Branson Chief Marketing Officer Roundedcube #fpwebinar
  5. 5. One Size Content Does Not Fit All Customers #fpwebinar
  6. 6. #fpwebinar What is “dynamic website personalization”? + = CONDITIONAL LOGIC CONTENT VARIATIONS RELEVANT UX
  7. 7. #fpwebinar Why does it matter? + = RELEVANT UX TRACKABLE ACTIONS CONVERSIONS
  8. 8. #fpwebinar How does it work? RULE-BASED CONDITIONAL LOGIC: • If geographic location is X, show A • If search phrase is X, show B • If email campaign is X, show C • If referring website is X, show D
  9. 9. #fpwebinar How does it work? BEHAVIOR-BASED CONDITIONAL LOGIC: • If viewed product X, show E • If first visit, show F • If goal X triggered, show G • If profile X, show H
  10. 10. #fpwebinar How does it work? SEGMENTATION CONDITIONAL LOGIC: • If customer segment X, show I • If state is [cart abandoned], show J
  11. 11. #fpwebinar How does it work? AGGREGATED CONDITIONAL LOGIC: • CRM data records • E-Commerce data records • Social media profile access
  12. 12. Finding That Fine Balance #fpwebinar Not producing any value. Revealed too much info!
  13. 13. Finding That Fine Balance #fpwebinar Not producing any value. Revealed too much info.MEASURE THE RESULTS: • Establish goals and engagement value • Compare A/B testing of: - Click-thru rates - Goal conversion rates - Engagement value per visit
  14. 14. #fpwebinar Putting Personalization to Work
  15. 15. #fpwebinar GEOGRAPHY: St. Louis Metro Area • Area Code = “314” or “636” • Search Term contains “St. Louis” SERVICE: Sitecore CXM • Search Term contains “Sitecore” • Visit includes page “Sitecore Solutions” or children pages INDUSTRY: Healthcare • Business Name = [list companies] • Visit from Campaign “Google PPC Healthcare”
  16. 16. #fpwebinar “Homepage Hero” component Conditions Content
  17. 17. Getting started. #fpwebinar
  18. 18. #fpwebinar AUDIENCE(S) • Personas (i.e. Jim, the family man) • User Story (i.e. shopping for a mini-van) • Key Message (i.e. convenience/function) • Conversion (i.e. request a quote) SEGMENT(S) • Conditions (i.e. search included “used”) • Implied Scenario (i.e. shopping for used vehicle) • Alternate Content (i.e. Certified Pre-Owned vehicles) • Engagement Goals (i.e. Vehicle Inquiry, Live Chat) Workshop #1: Strategy
  19. 19. #fpwebinar COMPONENTS/CONTENT • Homepage Hero Feature • Related Products Module • Call-to-Action Button Verbiage GOALS & ENGAGEMENT VALUE • Purchase (100 EV) • Request Quote (50 EV) • Live Chat (25 EV) • Product Deep Dive Page View (10 EV) Workshop #2: Tactics
  20. 20. #fpwebinar Implement “Quick Wins” COMMON ROADBLOCKS: • Analysis Paralysis • Governance Grievances • Org Chart Abyss SEGMENT(S) • Start small (1 audience, 1-2 goals) • Clarity on ownership and responsibilities • More work; staff accordingly Go to roundedcube.com/Blog/2013/5-quick-wins-with-sitecore-dms
  21. 21. Please direct any questions to us via Twitter using hashtag #fpwebinar #fpwebinar Q&A Make it Personal: Applying Your Dynamic Content Personalization Strategy
  22. 22. Thank you! Twitter @fpweb • Marketing@fpweb.net • www.fpweb.net Roundedcube on Twitter @Roundedcube • www.roundedcube.com Please fill out the survey as you exit the webinar and help us choose the next topic! #fpwebinar

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