Presentation delivered at Technology for Marketing & Advertising show 2014 (TFM&A), where Lab director Tom Head talked on the topic of conversions, personalisation, and Sitecore. Best practice conversion techniques - The power of personalisation as it relates to conversion - Where the future is going and the power of context in personalisation.

1. @LabDigitalUK

2. Conversions, Personalisation
and Context
Where we are today
and what the future holds

3. Contents
Why Optimise?
CRO Foundation
Personalisation with Sitecore
Testing
The Future

4. Follow Up?
• 3 free CRO site audits
• Sitecore online demo
Details at the end…

6. Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-

7. Source: IBM - http://www-

8.  Why Optimise?
CRO Foundation:
User personas
Buying phases
Value proposition
Calls to action
Copy
Personalisation with Sitecore
Testing
The Future

16. Personas Summary
• Focus on main user groups
and types of behaviour
• Start with quickest/biggest
wins
• Concentrate on goals

18. Buying Phases

22. Persona Buying Matrix
Awareness
Consideratio Purchase/
n
Conversion
Repurchase
Persona 1
Who is this
company?
What do they
offer?
Who else is
using them?
(Social
proof)
How secure is Can I easily
this?
order
again?
Persona 2
Is this for
me?
Does this fit
my
objectives?
How quickly
can I get it?
What happens Am I getting
if I don’t like added
the
value?
product/serv
ice?
Persona 3
Does this
solve my
problem?
How much
How much
does it cost? time will
this take?
What’s new?

23.  Why Optimise?
CRO Foundation:
 User personas
 Buying phases
Value proposition
Calls to action
Copy
Personalisation with Sitecore
Testing
The Future

24. Value Proposition
A promise of value to be delivered

25. • How you solve a customers
problem or improve their
situation
• What are the benefits?
• Why should they buy from
you? (USP)

26. It’s for real people, so stop
with all that jargon
Revenue-focused marketing
automation & sales effectiveness
solutions unleash collaboration
throughout the business life cycle
???

28. • Headline. What is the end-benefit. Attention
grabber.
• Sub-headline or a 2-3 sentence paragraph.
What you do/offer and who’s it for.
• Bullet points. Key benefits or features.
• Visual. Images communicate much faster
than words. Reinforce your main message.

32. Calls to Action

33. • Explain what the result is
• Size, colour & position
• Simplify
• Create urgency

39. Copy

41. Talk to your customers

42. We’re the best?

43. About them not you…

44.  Why Optimise?
CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
Personalisation with Sitecore
Testing
The Future

45. Personalisation –
Behaviour

46. Visit Data Being Tracked &
Analysed

47. My Profile Being Updated
Based on Behaviour

48. Site Reacting Based on
Behavioural Profile

49. Home Page Personalisation

50. Personalisation – Rules
Based

51. Picked Up Campaign and
Extracted Search Terms

52. Product Enquiry

53. Moving Through Buying
Phases

54. Click To Redeem on FB

55. Updated Content on Home
Page

56. Further Updates Taking My
Info

57.  Why Optimise?
CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
 Personalisation with Sitecore
Testing
The Future

63.  Why Optimise?
CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
 Personalisation with Sitecore
 Testing
The Future

64. The Future is…Contextual
Personalisation
“The circumstances that
form the settings for a user
which then enable relevant
information to be delivered
enhancing experience.”

65. Delivering relevant content
which is driven by data
–Recorded/provided
–Behavioural
–Location based sensors
–Social

66. Trust is the currency

67. Location & Weather Data

68. Location & Event Data

69. Interested in a free site
audit or Sitecore online
demo?
Email: hello@lab.co.uk

70. tom@lab.co.uk
@TomHeadLab
lab.co.uk
@LabDigitalUK