Personalizing Web Pages for Instant Higher Conversion Rates. David Miller TERMINALFOUR

Transcription

1 TERMINALFOUR Presentation to Comhairle Personalizing Web Pages for Instant Higher Conversion Rates David Miller

2 About TERMINALFOUR Established in 1996 Specialize in Web Content Management Over 90 HE Clients Over 250 clients Public Sector Higher Education Commercial Boston, Dublin, London & Sydney Offices

3 Combining CMS with Personalization

4 Topics Problems you can solve with personalization Look at various forms of Website Personalization What works / what doesn t! Why should you look at combining Web Content Management & Personalization? What sort of return should you expect What works in Higher Education Demo!

5 Some items to note Fundamentals of personalized website are the same as any website Clarity of content Ease of Navigation / IA Clarity of Message Personalization can exaggerate any problems! Principles apply across all WCMS products Simplicity is key

6 Problems you can solve with personalization Home page trying to talk to too many audiences

7 Problems you can solve with personalisation What is personalisation? Messaging too broad

8 Problems you can solve with personalisation What is personalisation? Cater for International Audiences

9 Problems you can solve with personalisation Increase Campaign Conversions What is personalisation?

10 Types of Personalization User Interface Customization Implicit Content rating Clickstream analysis / Navigational / Behavioral Explicit Geographic (either GeoIP or set explicitly by user) User selection Login based Campaign based

11 Types of Personalization User driven User Driven using JQuery Driven by the end user and allows them to explicitly specify what they want. e.g.

12 Types of Personalization behavioural / campaign based Behavioral Campaign Based

13 Types of Personalization geographic Geographic Commercial / Open GeoIP Databases By: PostCode, State, City, Country

14 Types of Personalization geographic Available databases: Need to be careful corporate networks etc. Works well in the US..

15 Content driven Personalisation Personalisation is at content level and is driven by the content author. e.g.

16 Content driven Personalisation No longer GeoIP First visit asks user for simple geographic information Allows user to change location

17 Content driven Personalisation What is personalisation? Aer Lingus Home Page JSP

18 Example: Aer Lingus Content Fragments by Country, Language & Function Set by content author

19 Mobile is a great way to deliver personalized experience Peron Single CMS driving 14 country sites in 8 languages Mobile site variants available per country Cut down content just what a mobile user needs Personalization based on location Not a specialized app

20 When should you look at combining Web Content Management & Personalisation? Don t look at Personalisation until the following are in order: WCM Check list: Automated website management (broken links, accessibility) Relative brand consistency Be in control of your content Marketing Check list: Clearly segment your target audiences Identify campaign targets (before and after personalisation)

21 When should you look at combining Web Content Management & Personalisation? Remember If you have one bad site then setting up ten personalized variants will give you ten times the problem

22 What sort of return should you expect Case Study: Loughborough University Geographic Personalization Out of country students Personalisation directing specific countries (China) Simple, cut down, landing page (separate small site)

23 What sort of return should you expect Case Study: Loughborough University Geographic Personalization Out of country students Personalisation directing specific countries (China) Simple, cut down, landing page (separate small site)

24 What sort of return should you expect Case Study: Loughborough University Geographic Personalization Out of country students Personalisation directing specific countries (China) Simple, cut down, landing page (separate small site)

25 What sort of return should you expect Case Study: Loughborough University Geographic Personalisation Out of country students Personalisation directing specific countries (China) Simple, cut down, landing page (separate small site)

26 What sort of return should you expect Case Study: Loughborough University Geographic Personalisation Out of country students Personalisation directing specific countries (China) Simple, cut down, landing page (separate small site)

27 Return on investment Significant conversion increase Increase in users clicking on suggested offers Increase in usage or related services (e.g. Aer Lingus say increased requests for car hire via personalized site)

28 Return on Investment Our clients that have used this form of personalization have experienced increased click through on targeted promotions between 18 22%

29 How easy is it to setup?

30 Product Screenshots View your site structure

31 Product Screenshots Edit target audiences

32 Product Screenshots Monitor analytics and tweak

33 For our Higher Education Clients.

34 For our non Higher Education Clients.

35 Targeted messaging for specific audiences

36 For our North American Clients

37 For our European Clients

38 Simple personalisation to create more familiar impact

39 Live Example... DEMO...

40 Personalization based on behavioural tracking

41 Personalization based on behavioural tracking

42 How it s done Simple content template for any user to use

43 Simple JavaScript to make the personalization decision.... Can be complex too!

44 Personalised content based on login information Can use Portal based approach or portal-less portal

45 Personalised content based on login information Can use Portal based approach or portal-less portal

46 Page based personalization based on user credentials... Or any other criteria available at runtime...

47 Hits & tips for delivering personalization Needs to be tied into just a few target audiences Otherwise just setup have a new site! Try to deliver that familiar touch Needs to be subtle, not in your face Need to keep it simple Any author can add personalized content Benefits can be intangible Lots of tools out there to help Can be implemented using any CMS Though we would recommend TERMINALFOUR...

48 Conclusions Personalization can add value to web experience Drive more conversions Deliver a more compelling story Generally more useful Basics still apply Content / audiences / navigation / messages A bad homepage will be ten times as bad with ten personalization variants A number of techniques exist Navigational Content driven Geographic Be sure to measure against original goals

49 Thank You David Miller