Using Real-Time Personalization to Increase Customer Engagement
The Secrets to Real-Time Web Personalization
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19-Oct-2014 -
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Transcript of The Secrets to Real-Time Web Personalization
SECRETS TO
REAL-TIME PERSONALIZATION
INTRO.!
Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT.
KARL WIRTH CEO/FOUNDER
twitter.com/evergage
linkedin.com/company/evergage
PROBLEM: LOW CONVERSION
ANSWER: MAKE THE WEB EXPERIENCE RELEVANT TO ME
HOW: REAL-TIME BEHAVIOR-BASED WEB PERSONALIZATION
RPI FRAMEWORK
EXAMPLES
AGENDA.!"
PROBLEM.
Marketers spend $45 BILLION/YEAR trying to get to “YES” online.
$30B
Email marketing
Advertising
$5B
$5B Web Experience
Analytics $5B
Yet conversion rates are PAINFULLY LOW. $10B
2%
EXISTING TOOLS FOCUS ON MAKING THE WEB EXPERIENCE
BETTER FOR EVERYONE."ANALYTICS A/B TESTING WEB DESIGN
BUT EVERYWHERE WE LOOK
THE WEB EXPERIENCE IS NOT RELEVANT!"
“I already registered for your webinar.”
Because the web experience is STATIC & IRRELEVANT.
“I was last on your site looking for snow gear for my ski trip, why are you showing me this?”
Because the web experience is STATIC & IRRELEVANT.
SOLUTION: MAKE THE EXPERIENCE MAXIMALLY
RELEVANT TO ME.
GARDENER’S SUPPLY COMPANY!!TARGET: Pinterest Visitor"RESULT: 6x conversion"
PUBLISHERS CLEARING HOUSE ""TARGET: Engaged user who completed 1 game"RESULT: 30% lift on games played!
ENDURANCE INTERNATIONAL GROUP: !"TARGET: Engaged visitor who is actively building site"RESULT: 24% lift in upsell to additional product"
GROUND LINK: !!TARGET: First time visitors stuck deep in funnel"RESULT: 27% purchase lift"
SITTERCITY!!TARGET: Repeat visitors who aren’t converting !RESULT: 250 more customers in a 1 month period!
WE ASKED 100 MARKETERS HOW IMPORTANT IS REAL-TIME MARKETING TO YOUR ORGANIZATION IN 2014?"
Source: Evergage, n = 97
HOW? WITH REAL-TIME
BEHAVIOR-BASED PERSONALIZATION
1. CAPTURE BEHAVIOR (visually out of the site)
Per-Visitor, User, Account
Clickstream, Context, Tags Time on page and in category Progress in funnel
Attributes, Transactions
Form Fields, Surveys
History from other systems
2. UNDERSTAND PERSONA – INTENT
Set up rules to segment
Analyze differences amongst segments
3. RESPOND IN REAL-TIME
Create targeted communications.
Serve them in real-time into site.
RPI METHODOLOGY.
RELATIONSHIP: Visited, no buy PERSONA: Avid gardener INTENT: Purchase full bed today
2. RESPOND 1. UNDERSTAND PERSONA-INTENT 4 visits to Spring topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site
RELATIONSHIP: Visit occasionally PERSONA: Personal investor INTENT: Read 1 article then leave
2. RESPOND 1. UNDERSTAND PERSONA-INTENT Comes in deep-linked to article Spends 5 minutes reading, leaves
Take a tour of MarketWatch. See what else we can offer. Start ›
1. Define your Personas 2. Define Possible Intents 3. Leverage GA, Hypotheses 4. Start Small with Low Hanging Fruit 5. Iterate
THE RPI METHOD.!
RPI FOR A
BRAND DRIVEN VISTOR.
Understanding Carol’s Site Behavior 4 visits to Site in 90 days via Facebook referrals 6 clicks on range of categories 4 minutes on site on average
BRAND DRIVEN VISITOR.
RELATIONSHIP: Familiar with brand PERSONA: Looking for ideas INTENT: May not buy online
FACEBOOK STARTS THE EXPERIENCE…
DEEP VISIT, FACEBOOK REFERRAL.
■ Show Carol she can see what her friends liked using the Social Shop tool
BRAND DRIVEN WELCOME MESSAGE."
■ Show Carol messaging based on her preferred brand or PPC referral
FOURTH VISIT TO SITE.
■ Show what Carol looked at last time and liked with Social Shop but didn’t buy
Q&A
www.Evergage.com
Free Real-Time Personalization Resources: www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
twitter.com/evergage
linkedin.com/company/evergage