This document discusses how web personalization can fuel a cross-channel marketing strategy. It begins by noting that the average website visit is only 30 seconds, so content must be immediately relevant. It then discusses how personalizing content based on demographics, behaviors, and location can help boost engagement metrics like visit duration and conversions. Specific examples are provided of how personalizing for location, industry, lead stage, and interests has driven results for companies. The document advocates starting web personalization by targeting key audiences and segments. Measurement of engagement, conversions, and revenue is also recommended to track the ROI of personalization efforts.
18. Vertical-Based
Default View View for Healthcare Industry visitors
Higher engagement, with average visit duration rising 313% and
average pages per visit increasing 163%.
22. Getting Started with Web Nurturing
Target Segments Awareness Interest Decision
Finance
State of the
Economy
Infographic
Bank of America
OR Wells Fargo
Case Study
Advanced Solutions
User Group
Healthcare
Company
Overview for
Healthcare
Specialists
Intro Video
Top Hospital
Customer
Testimonial
Annual Executive
Summit
Conference
Improve your ability to convert more new names/customers at the top of funnel
Accelerate the buying process by nurturing prospects on the Web
Where would you expect this URL to take you?
Average time on site is 30 seconds
Stats as low as 8 seconds to establish relevance
http://blog.crazyegg.com/2013/07/19/why-users-leave-a-website/
Average time on site is 30 seconds
Stats as low as 8 seconds to establish relevance
http://blog.crazyegg.com/2013/07/19/why-users-leave-a-website/
And there’s plenty of research that shows you don’t even get 30 seconds.
It may not be surprising that the average website conversion rate is only 2%
In other words, nearly all of the people who visit a site leave without some form of desired action.
If you have thousands of people coming to your website every month…
It also means you also have thousands of people LEAVING your website every month without taking a desired action
Leaving because it’s not relevant or it has too much information to sort through
And doesn’t make a connection with the visitor
Many of us are showing everyone the same content, regardless of who they are and what they need
And asking them fill out these lengthy forms to get what they came there for in the first place.
So it’s not surprising that average conversion rates for B2B websites are ONLY between 2-5%.
And we tend to accept those averages and invest more and more of our budget in driving traffic to our website
Most of which will slip through our fingers without converting.
In today’s webinar, we’re going to show you how your can boost conversions rates and scale your inbound lead flow to satisfy the needs of your sales organization
We’re going to talk about using data to create a more personalized and efficient website experience, and how to improve your ability to route quality leads to the right sales reps.
With that, I’ll pass it over to Leah Grosky at Hortonworks to give you a real world example of how to do this.
This is alarming given that your website is often considered to be the MOST effective channel for reaching your goals
That’s because it’s your main interaction channel
And not only do we invest a lot of time and resources into our website
We spend a good deal of our budgets driving traffic to our website
Advertising, social, SEO… it all drives traffic to our website.
So how do we convert more of that traffic when it arrives?
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When you ask marketers what channels are effective for accomplishing your goals, the top answer is overwhelmingly your website
This makes sense bc the website is primary channel most of us use to capture leads and continue engaging with them over time
Most of the other channels like email, search, social and so on are designed to drive traffic to where? To your website
But what happens when they get there?....
People are different you cant just show them all the same thing.
In the era of engagement you need to interact with your prospects as individuals, based on who they are and what they do, wherever they are.
Very quickly let me explain engagement marketing in a little more detail
Think about this beach – we all want to be there
Each have different point of view
Viking river cruises example
<CLICK>
3 stories
This is possible today with engagement marketing technology
<CLICK>To cadence
And finally demographics.
Are you going to segment your database or change your content based on how old are they. Will you audience – no matter the age appreciate the same offer? When you are marketing a vacation – your older audience is probably going for a different reason than your younger audience. This should be reflected in how you approach them
Same with location. If you are having a location-based deal or store opening – you can segment your audience based on where they are.
For gender, you can tailor your offers and language based on males and females. For example, in retail, I am going to prefer to see ads that have women’s shoes, not mens shoes.
Another way to segment is based on interest. For a car company, such as toyota – I might be interested in the prius by visiting the pricing page for the prius. By telling toyota I am interested in a prius, I want to be marketed to about the prius, not the highlander.
And finally a fun way to market is by birthday. Sending personalized birthday offers to your audience is a great way to personally engage with them.
Now that we know where to personalize and how we can personalize, let’s get into some examples.
Here are some examples of how you can personalize based on behaviors:
Stage – purchased? not purchased? loyalty? past purchases?
Engagement – visited website? added item to cart? attended event? Clicked a link on an email?
Activity – when is the last purchase the person made?
Non-activity – hasn’t been to your website in x amount of days?
Go for Easy Wins Target regions where your company already performs well and try to increase business in these areas.
Strategic Targeting Pinpoint regions where you hope to expand your business.
Leverage Existing Content Start with audiences for which you already have good content and offers.
Consider Local Events Do you have a conference coming up in the Northeast? Use RTP to target visitors from this region and advertise the event more effectively
James Allen, an online high-end B2C retailer, offers diamond rings, coupled with the finest laboratory graded diamonds, all with exceptional value, use personalization for visitors from different location and based on visitor behavior (number of clicks, visit, search term used.)
Hortonworks develops, distributes and supports a 100% open source distribution of Apache Hadoop for the enterprise. Hortonworks.com has a high volume of website visitors with hundreds of content assets under the resources section. They target specific industries such as Healthcare.
Personalize by industry for ANONYMOUS website visitors.
Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
SchoolDude - #1 provider of software solutions for Edu Facilities and Tech Professionals
Largest # Unique Visitor = 5 Million a month
Largest # Assets = CA – 300,000
Customers running 100+ Active campaigns at one time
Product Roadmap – Q4 – Cloning and Campaign Scheduling – Start/End
Unified platform
Examples
Improve your ability to convert more new names/customers at the top of funnel
Accelerate the buying process by nurturing prospects on the Web
Average time on site = 4min
Not just about what we say, but how and when we say it
About individual basis with customers
<CLICK> To journeys
Knowing your buyers inside and out is the first step towards creating targeted content and implementing a personalized web experience.