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Personalisation - Small Steps for Big Gains
- 1. Personalisation - Small Steps for Bigs Gains Janusz Stabik
- 2. Place your screenshot here Mayfly Media × Umbraco Gold Partner × Personalisation Strategy
- 3. “Personalisation will increase sales by 400% (Disclaimer - this probably won’t happen)
- 4. Todays talk × Why do we need personalisation? × What is it really? × Planning × Measurement × Implementation × Ongoing strategy
- 5. WHY DO WE NEED IT?
- 6. Websites have many personas Members Donors Service User Events Charities
- 8. Explicit Vs Implicit Explicit Implicit Personalisation ● Expected ● User Preferences ● Logged-In ● Behavioural
- 9. “Wikipedia: tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals.
- 10. Place your screenshot here Hello Jon….
- 13. Yes but…. × What have we achieved? × Do I want to increase hosting sales? × Is the user really interested in hosting? × Has it been a success? × Have we decreased something else? × Shall we continue with it? × Shall we try something else? × erm……..
- 14. “This is where 90% of personalisation efforts fall down - Lack of planning / strategy
- 15. Complexity × Component based design × 4 x ‘personalisable’ components × 2 x rules per component × Default × Personalised × 16 experiences!!! And that’s just for 1 page!
- 16. Personalisation can have the opposite effect × Create ‘Filter Bubbles’ × Decrease conversions / engagement × Increase management complexity
- 18. “Desire of the site designers in driving specific actions to achieve objectives (e.g. Increase sales conversion on a page).
- 19. LET US PLAN
- 22. Define the company (board's) objectives STRATEGIC THEMES “The largest distributer of widgets throughout the globe” STRATEGIC OBJECTIVES “Increase widget sales by 10%” MARKETING OBJECTIVES “Increase website sales by 20%” DIGITAL GOALS “Buy Widget online”
- 23. Map objectives visually STRATEGIC OBJECTIVES MARKETING OBJECTIVES DIGITAL GOALS STRATEGIC THEMES
- 24. Measurement × Benchmark!!! × Measure at least 3 months of goals × Google Analytics, Adobe Analytics, Email reports × Whatever works!
- 25. Record measurement against objectives Strategic Objective Goal Measurement Period Conversions Increase revenue by 10% Buy Widget Q1 10,000 Increase revenue by 10% Buy Widget Q2 6,000 Increase revenue by 10% Buy Widget Q3 8,000
- 26. Define objectives at the start of the project process Requirements Content Development QA Release Objectives Specifications Design UX
- 27. The right user
- 28. Understand the user & their goals × Persona × Behaviour × Needs × Things to avoid × Device × Goal Oriented Design
- 29. Goal Oriented Personas Members Donors Service User Events
- 30. Ensure company goals and user goals are aligned Goals Company Goals User Goals
- 31. The right message at the right time
- 32. Define the Decision Journey Discover Search Compare Decide Convert
- 33. Create A Task Model
- 38. Personalisation Slots × Wireframe / prototypes can begin × Personalisation spots defined
- 39. PERSONALISATION
- 40. Experience Management Workshop Measure × GA Goal × Querystring × Events × Behaviour × Content Profiles Nurture × Personalisation × A/B Testing × Automated Email × Automated SMS × Push Notification
- 41. Type of content is important Symmetric Messaging × Match CPC messaging × Banner Ad’s × CTA’s Behavioural Re- targeting × Surface content of interest × Promotions × Search results × Emails Contextual Empathy × Adjust tone / copy based on context × Device × Time of day
- 43. Recap × Right Message, Right Time, Right User & Objective × Content Relevancy Map × Measurement × Personalisations & Slots
- 44. TOOLS
- 45. Tools - How they work
- 46. Tools - How they work × Create a rule × Based on conditions × Create a content variant × If user matches a condition × They see the variant
- 47. Different types of criteria to personalise on Explicit Implicit Browser Headers Personas Clickstream Content Profiles Device CRM
- 48. Personalisation Groups - Andy Butland × Umbraco Package × Explicit Data × Extensible × Content Variants based on conditions × Beta
- 49. Optimizely & Marketo × Javascript Plugins × Explicit Data × Great Reporting × Monthly Subscription × Marketo: × Enhanced Profiling × Automated Personalisation
- 50. Spin Doctor × Umbraco Package × Implicit / Profile Data × Extensible × Support / documentation × Needs improvement × Lots of potential!
- 51. LAUNCH
- 52. Launch without personalisation in place and measure Goals UX Personas / Goals Measure Content Relevancy Delivery Launch Personalise Measure (3 Months)
- 53. Now we can personalise! Analyse Measures Choose Goal Analyse Relevancy Choose Slot Design Assets / Content / CTA Implement Personalisati on Wait... Define RulesMeasure “Small, simple iterative cycles”
- 54. Ongoing measurement Strategic Objective / Goal Variant Benchmark Result Variance Increase revenue by 10%: Buy Widget 50/Month 60/Month + 10 Increase revenue by 10%: Buy Widget 50/Month 40/Month - 10
- 55. 1-20% Increase
- 56. In Summary × Objective: Right Message, Right Time, Right User × Users & Goals × Organisation Objectives and Goals × Measurement × Content Relevancy Map × Define Personalisations × Integrate × Simple Implementation & Iteration