How to Get More Value from Your Website

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A couple reminders before we get started…

1. The webinar is being recorded2. The slides on are on the sign-in page via SlideShare3. Ask questions throughout the webinar using the hashtag #WebsiteValueWebinar

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Hi, I’m...Charlie Reverte, VP/GM of Publisher Products

Charlie Reverte@numbakrrunch

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We help companies optimize marketing effectiveness with tools and audiences powered by extraordinary

interest-based behavioral data.

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@addthis @HubSpot -- #WebsiteValueWebinar

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This is the HubSpot Inbound Marketing funnel that we’ve all come to know and love.

Your website plays an important role in this funnel and often gets neglected or mistreated.

Website + Inbound Marketing

http://www.hubspot.com/inbound-marketing

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@addthis @HubSpot -- #WebsiteValueWebinar

“Markets are nothing more than conversations.”

The Cluetrain Manifesto, 1999

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This is how we treat our customers.

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According to a study by Kissmetrics...

● The average bounce rate for content sites is 40-60%

● A simple landing page with a single call to action has an average 70-90% bounce rate

● Most of your hard-earned visitors are leaving.

Result: High Bounce Rates

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Where People Run Into Problems

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Blogging platforms make it really easy to publish content but they make it really hard to consume.

Blogs are laid out in reverse chronological order. So they show you what’s most recent and not most relevant to what you’re looking for.

Your best content for a new visitor is often not your most recent.

Burying Your Best Content

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The Vegas Strip Problem

The Content Iceberg Problem

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Overwhelm Our VisitorsBecause websites are one-size-fits-all, when you create a website design, you try and speak to EVERYONE.

So, you throw EVERYTHING at your visitors.

It feels very overwhelming.

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The Vegas Strip Problem

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Interrupting Your VisitorsBefore someone’s even had a chance to set foot on your website, you ask them to subscribe to your email newsletter.

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The Megaphone Problem

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All of these problems are related.

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What’s The Answer?

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What is Personalization?Tailoring your content, promotions, and messaging to the needs of individual website visitors.

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66%of consumers reported that personalized messaging played an important role on their decision to purchase something,

according to Forrester.

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How To Get Started

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3 Steps to Website Personalization

01

Understand youraudiences

02

Understand your content

03

Match content with the audience

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1. Understand Your Audiences

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1. Understand Your Audiences

New VisitorDeep Linked from Search

Acquired From a Campaign

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2. Understand Your Content

What content do you have and how does it map to the inferred audiences we’ve identified?

Photo by JD Hancock @numbakrrunch -- #ATWebinar@addthis @HubSpot -- #WebsiteValueWebinar

3. Match ‘em Together

Try promoting content aimed at someone in a particular group.

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http://www.hubspot.com/inbound-marketing

Starting with the Convert PhaseTurning visitors into leads..

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● Audience: New Visitors

● Content: A promotion to learn more.

● Result: ~1% CTR

vs.

Target Someone Who’s New vs. Returning

● Audience: Returning Visitors

● Content: Get started.

● Result: ~2.5-3% CTR

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• Audience: Someone responding to a specific promotional campaign.

• Content: Don’t forget about the promotion.

• Results: 5-6% CTR

Target Based on Acquisition Campaign

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• Audience: What page they’re on says a lot about where they’re in funnel.

• Content: Something that’s specifically relevant to someone visiting that page.

• Result: 2% CTR

Target Based on Current Page

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http://www.hubspot.com/inbound-marketing

Moving to the Delight Phase

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Target Delighted Users with Sharing

● Audience: People on a success page.

● Content: Promotion to share their experience to a social network

● Result: 1.5 - 2% CTA

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Go Deeper by Targeting Interests.

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3 Steps to Website Personalization

01

Identify youraudiences’ interests

02

Understand your content categories

03

Match content with the audience

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1. What have people seen on your site already?

You can guess someone’s interests based on what’s popular.

Our Google Analytics

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2. Map Content to Your Interests

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3. Target Based On InterestsAudience: People who’ve visited travel or fine arts sites.

Content: Specifically relevant to that interest

Result: 1.5 - 2% CTR

Targeted on Travel

Targeted on Fine Arts

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The Cold Start Problem@addthis @HubSpot -- #WebsiteValueWebinar

What have people done off your site?

Use 3rd party data sources to understand the interests of your first time visitors and personalize before they bounce

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Everybody Wins!

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Get more out of your website

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