Join Optimizely Senior Optimization Strategy Consultant, Amish Patel, to learn how you can use experimentation to drive content engagement, improve your lead capture forms, segment your marketing list and outperform your goals. Creating an enterprise-grade marketing list is just the beginning. From developing relevant user experiences to providing value in engaging content for your visitors, your list is only as strong as the segmentations, personalizations, and audiences within it. But, how do you know what’s working? We’ll be discussing how you can grow, manage, and optimize your marketing list strategy through experimentation and ultimately move your leads down the funnel. What you will learn: - How to engage users with content to drive opt in’s and subscriptions - Best in class experimentation tactics for lead capturing - Beyond the static marketing list: Segmentation and personalization strategies that help outperform your goals

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Amish S Patel
Sr. Optimization Strategy Training Consultant
Using Your Marketing List to
Outperform Your Goals

2. Before we get started...
➔ This session is being recorded
➔ You will receive a copy of the recording and slides
➔ We’ll answer questions at the end of the
presentation

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OPTIMIZELYSERVICES2019
As a Training Consultant at Optimizely, Amish is
focused on enabling organizations with the
technical and strategic skills needed to
successful grow their optimization program.
During his career in the Digital Experience
Optimization space, he has guided some of the
worlds most digitally innovative organizations,
such as: Microsoft, Disney and Cisco.
Train-the-trainer Enablement
Developed training program and material
enabling organizations to deliver high-quality
Optimizely trainings
Advanced Certification
Helped develop Optimizely’s platform and
strategic certifications
Selected experience
Customers
Amish S Patel
Sr. Optimization Strategy Consultant
Education & Certification
University of California, San Diego
BS, Management Science
ATD - Certification
Training development and facilitation
Areas of expertise & industry
Training Consultant, Optimizely
Guided enterprise customers through
instructor-led trainings
Mid-market Account Manager, Kissmetrics
Developed scalable on-boarding, and training
programs from mid-market customers
E-Commerce Manager, Sports Nation
Focused on digital growth and product
marketing
Training Services
Led project to build Optimizely’s
highly-rated strategic and technical
enablement programs

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https://www.optimizely.com/outperform-webinar-series/

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During this session, you’ll discuss how to...
1. Engage users with content that drives opt in’s and subscriptions
2. Leverage experimentation to optimize lead capture pages and forms
3. Develop segmentation and personalization strategies that help marketing
teams outperform their goals

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● A collection of contact info:
○ Name
○ Email
○ Demographic Data
● Used to create segmented,
targeted outreach campaigns to
drive nurture programs.
What is an e-mail marketing
list?

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● SPAM folders
● High Bounce Rates
● Stranger Danger
Why purchasing a list is a
bad idea

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A typical customer journey
SEARCH RESEARCH OPT-IN RETARGET RETURN CUSTOMER

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A typical customer journey
SEARCH OPT-IN RETARGET RETURN CUSTOMERRESEARCH
BLOGS
VIDEOS
GUIDES
E-BOOKS
CHECKLISTS

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A typical customer journey
SEARCH OPT-IN RETARGET RETURN CUSTOMERRESEARCH
BLOGS
VIDEOS
GUIDES
E-BOOKS
CHECKLISTS

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A typical customer journey
SEARCH OPT-IN RETARGET RETURN CUSTOMERRESEARCH
BLOGS
VIDEOS
GUIDES
E-BOOKS
CHECKLISTS

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A typical customer journey
SEARCH RESEARCH
BLOGS
VIDEOS
GUIDES
E-BOOKS
CHECKLISTS
OPT-IN RETARGET RETURN
CASE STUDIES
WHITEPAPERS
TOOLKITS
WEBINARS
CUSTOMER

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A typical customer journey
SEARCH OPT-IN RETARGET CUSTOMERRETURN
CASE STUDIES
WHITEPAPERS
TOOLKITS
WEBINARS
RESEARCH
BLOGS
VIDEOS
GUIDES
E-BOOKS
CHECKLISTS

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A typical customer journey
SEARCH RESEARCH OPT-IN RETARGET RETURN CUSTOMER

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Effective Examples
RESEARCH

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Effective Examples
OPT-IN

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Effective Examples
RESEARCH

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Effective Examples
OPT-IN

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During this session, you’ll discuss how to...
1. Engage users with content that drives opt in’s and subscriptions
2. Leverage experimentation to optimize lead capture pages and forms
3. Develop segmentation and personalization strategies that help marketing
teams outperform their goals

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SEARCH RESEARCH
BLOGS
VIDEOS
GUIDES
E-BOOKS
TOOLKITS
WEBINARS
OPT-IN RETARGET RETURN CUSTOMER
Top of the Funnel Content

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Test Ideas - Retail

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Blog
Article
Main Blog
Page
Blog
Category
Main Blog Page
● Goal of the page: Provide categorized breakdown for
easy access to blog content
● Test Ideas:
○ Adding Search Function / Bar
○ Sort order of subject icons
○ Page layout test -- reposition “media cards”
above the fold.
● Primary Metric to Set Up in the Test:
○ Pageview Goal - on destination Subject Pages
○ Pageview Goal - on article / blog pages

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Blog
Article
Main Blog
Page
Blog
Category
Blog Category Page
● Goal of the page: Provide filterable, categorized
access to articles
● Test Ideas:
○ Page layout test -- moving the email opt-in
above the fold
○ Testing default sort order
○ Testing different review methods
● Primary Metric to Set Up in the Test:
○ Pageview Goal - on article / blog pages

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Blog
Article
Main Blog
Page
Blog
Category
Blog Article Page
● Goal of the page: Provide topic specific content and
value.
● Test Ideas:
○ Page layout test
○ Headline styling test
○ Hero Image placement test
● Primary Metric to Set Up in the Test:
○ Scroll Depth - How much of the article was
consumed.
○ Pageview Goal - Additional article pageviews

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Other industries?
MEDIA B2B
● Page Layout tests
● Image tests
● Headline campaigns
● Content swaps
● Add/Remove Customer Reviews
● Layout test

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During this session, you’ll discuss how to...
1. Engage users with content that drives opt in’s and subscriptions
2. Leverage experimentation to optimize lead capture pages and forms
3. Develop segmentation and personalization strategies that help marketing
teams outperform their goals

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Leverage experimentation to optimize
lead capture pages and forms

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Optimizing a Lead Generation or Opt-In page
SEARCH RESEARCH OPT-IN RETARGET RETURN CUSTOMER

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HEADLINE
Ask a burning question
Promise pain-free
results
Tease a solution to a
problem
Provide social proof or
a testimonial

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SUB-HEADLINE
Provide the answer to a
question-based
headline
Underline or restate the
benefits the visitor can
gain
Provide a teaser for the
call to action

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LEAD MAGNET
What content are you
offering?
Webinars
Reports
Case-studies
Other digital or
downloadable products

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COPY
Further explain the
benefits of what you
are offering
Brief introduction to
content in the Lead
Magnet
Offering a solution
Bullet Points
Short Paragraph

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CALL TO ACTION
Create urgency
Focus on value
Make it personal
Welcoming

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LEAD CAPTURE
FORM
Long form
Short form
Progressive lead capture
Auto-Fill

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HEADLINE
SUB-HEADLINE
LEAD MAGNET
CALL TO ACTION
COPY
LEAD CAPTURE
FORM

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● Clearly define your
problem
● Validate it using
quantitative and
qualitative data
● Describe the
proposed solution
● Propose a rationale as
to why it will solve the
problem
● Suggest metrics to
measure for this
experiment
● Set a criteria for
success and failure
PROBLEM SOLUTION RESULT
Construct a good hypothesis

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Direct vs Indirect Data
Indirect Data is collected about the industry, your
competitors, and external trends
● Web analytics
● Experiment results
● Voice of the customer
● Heatmaps
● User personas
● Usability tests
● Customer decision model
● Metrics
Direct Data is directly focused on your site experience
and can tell you about a specific problem in your site
experience.
● Competitor sites
● Best-in-class experiences
● Blogs and webinars
● User groups
● Academic literature

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Problem: The “GET YOUR COPY” CTA doesn’t stand out

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Problem: The “GET YOUR COPY” CTA doesn’t stand out
Emphasize the
primary call to
action
Minimize
distractions
Wording /
messaging
Establish a
visual
hierarchy
Location /
size
Remove
non-critical
content
Design /
color /
Iconography
Limit
number of
choices
SOLUTIONS
TACTICS

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A strong hypothesis is the heart of
data-driven optimization.

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Problem Solution Result
Definition
Validation
Description
Rationale
Metrics
Construct a good Hypothesis

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Opt-In Page - Test Ideas

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EXPEDITE FORM
COMPLETION
OPTION
BUTTONS VS
DROPDOWN
AUTOFILL
REDUCE
NUMBER OF
FIELDS
BUILD A SENSE
OF URGENCY
SHOW TIME /
QUANTITY
REMAINING
PUSH
TEMPORARY
OFFERS
SEASONALITY
BUILD VISITOR
CONFIDENCE
SOCIAL PROOF
QUOTES FROM
PUBLICATIONS
CUSTOMER
TESTIMONIALS
COMMUNICATE
UNIQUE
SELLING POINTS
REFINE
MESSAGE
COMMUNICATE
VISUALLY
BULLETS VS
PARAGRAPH
HEADLINE /
SUBHEADLINE
COPY
LEAD
CAPTURE
FORM
CALL TO
ACTION

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During this session, you’ll discuss how to...
1. Engage users with content that drives opt in’s and subscriptions
2. Leverage experimentation to optimize lead capture pages and forms
3. Develop segmentation and personalization strategies that help marketing
teams outperform their goals

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Develop list segmentation and
personalization strategies

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Make it personal
SEARCH RESEARCH OPT-IN RETARGET CUSTOMERRETURN
CASE STUDIES
WHITEPAPERS
TOOLKITS
WEBINARS

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One Size Does NOT Fit All

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Segmentation Ideas
Job Function
Create a targeted message for each job function, hit
on their want’s, needs and pain points
Satisfaction Index
Net Promoter Score (NPS) can help you identify a
customers level of happiness. Those with a high
NPS score, for example, might provide
opportunities to gather reviews, referrals, or even
upsells
Personas
Each persona has different needs and value
propositions, craft your message uniquely for
each.
Geography
Knowing where your contacts live can be
seriously powerful information
Content Topic
Based on previously consumed content, target specific
customers with similar topics or formats
Industry
Craft messaging and value propositions based on which
company or industry they are in.
Past Purchases
Send them emails catered to that which
interests them, based on their previous
purchase history
Loyalty Tiers
Re-engage your loyal customers by offering unique
benefits based on current tier of loyalty.

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Segmentation Ideas
Geography
Age
Persona
Organization Type
Industry
Job Function
Education Level
Seniority Level
Past Purchases
Purchase Interests
Buying Frequency
Purchase Cycle
Content Topic
Content Format
Interest Level
Stage in the Sales Cycle
Email Type
Satisfaction Index
Customers Who Refer
Customers Who Haven't
Reviewed
Shopping Cart
Abandonment
Form Abandonment
Usage
Event Attendance
Page Views

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What is Personalization?
Segment your audience and find the best
INDIVIDUALIZED experience for each segment

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Behavioral:
What is their intent?
• Category interest
• Individual interest
• Past Browser Behaviour
• Event History
• Searcher (searched specific term)
Contextual:
What can we infer from the context
of the browser?
• Marketing Campaign
• Referral Source
• Device
• New/Returning
• Time of Day
• Browser
Demographic:
Who are they? (Can be gleaned
using first party or third party data)
• Geo
• User Type
• Gender (I-I)
• Member/Non-Member
• CRM Data (I-I)
○ Customer Tier
○ Persona (preferences)
NEW VISITORS RETURNING VISITORS KNOWN VISITORS
Personalized Customer Journey Mapping

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Example: Location Based Personalization

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Example: Content Based Personalization

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Key Personalization Use Cases
Category Affinity
Create relevant offers and product placements
across key points of your experience based on
affinity shown for product or content types from prior
browsing behavior
Customer Experience as a
Competitive Advantage
Tailor your experiences to target your customers
and test how each experience resonates
Symmetric Messaging &
Session Cohorting
Ensure that customers receive messaging that is
consistent and applicable based on search
terms, creating a cohesive customer journey
Localizations
Localize web experiences based on
customer location
Behaviorally Triggered Campaigns
Based on previous behavior, target specific customers
with personalized experiences in real time
ABM
Create relationships with your most important
customers across your experience through 1-to-1
messaging and value propositions based on which
company or industry they are in
Loyalty Tiers
Push your loyal customers to the most important groups
by offering unique benefits based on current tier of
loyalty as well as ensure consistent messaging for a
seamless experience
Abandoned Cart &
Purchase History
Personalize based on individuals purchase
history and cart abandonment

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During this session, you’ll discuss how to...
1. Engage users with content that drives opt in’s and subscriptions
2. Leverage experimentation to optimize lead capture pages and forms
3. Develop segmentation and personalization strategies that help marketing
teams outperform their goals

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Suggested Next Steps:
1. Identify 3-4 pieces of Top Of The Funnel content, and build experiments that
increase consumption.
2. Analyze your an opt-in pages by using the PSR framework to identify 3-4
elements that you improve through experimentation.
3. Collaborate with your e-mail marketing team to develop list segmentation
strategies. (What message are you trying to deliver in your email, and who
needs to see it?).
4. Identify 2-3 Audiences that you can build Personalization campaigns for as
they return to your site.

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Thank you

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Questions?