Please direct any questions to us

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Make it Personal:

Applying Your Dynamic Content

Personalization Strategy

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Please direct any questions to us

via Twitter using hashtag

#fpwebinar

We want to hear from you!

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What’s in this Fpwebinar?

Opportunities and Challenges

Real-World Examples

Defining a Personalization Strategy

Quick Wins

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Aaron BransonChief Marketing Officer

Roundedcube

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One Size Content

Does Not Fit

All Customers

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What is “dynamic website personalization”?

+ =CONDITIONAL LOGIC CONTENT VARIATIONS RELEVANT UX

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Why does it matter?

+ =RELEVANT UX TRACKABLE ACTIONS CONVERSIONS

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How does it work?

RULE-BASED CONDITIONAL LOGIC:

• If geographic location is X, show A

• If search phrase is X, show B

• If email campaign is X, show C

• If referring website is X, show D

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How does it work?

BEHAVIOR-BASED CONDITIONAL LOGIC:

• If viewed product X, show E

• If first visit, show F

• If goal X triggered, show G

• If profile X, show H

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How does it work?

SEGMENTATION CONDITIONAL LOGIC:

• If customer segment X, show I

• If state is [cart abandoned], show J

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How does it work?

AGGREGATED CONDITIONAL LOGIC:

• CRM data records

• E-Commerce data records

• Social media profile access

Finding That Fine Balance

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Not producing any value.

Revealed too much info!

Finding That Fine Balance

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Not producing any value.

Revealed too much info.MEASURE THE RESULTS:

• Establish goals and engagement value

• Compare A/B testing of:

- Click-thru rates

- Goal conversion rates

- Engagement value per visit

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Putting Personalization

to Work

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GEOGRAPHY: St. Louis Metro Area

• Area Code = “314” or “636”

• Search Term contains “St. Louis”

SERVICE: Sitecore CXM

• Search Term contains “Sitecore”

• Visit includes page “Sitecore

Solutions” or children pages

INDUSTRY: Healthcare

• Business Name = [list companies]

• Visit from Campaign “Google PPC

Healthcare”

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“Homepage Hero”

component

Conditions

Content

Getting started.

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AUDIENCE(S)

• Personas (i.e. Jim, the family man)

• User Story (i.e. shopping for a mini-van)

• Key Message (i.e. convenience/function)

• Conversion (i.e. request a quote)

SEGMENT(S)

• Conditions (i.e. search included “used”)

• Implied Scenario (i.e. shopping for used vehicle)

• Alternate Content (i.e. Certified Pre-Owned vehicles)

• Engagement Goals (i.e. Vehicle Inquiry, Live Chat)

Workshop #1: Strategy

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COMPONENTS/CONTENT

• Homepage Hero Feature

• Related Products Module

• Call-to-Action Button Verbiage

GOALS & ENGAGEMENT VALUE

• Purchase (100 EV)

• Request Quote (50 EV)

• Live Chat (25 EV)

• Product Deep Dive Page View (10 EV)

Workshop #2: Tactics

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Implement “Quick Wins”

COMMON ROADBLOCKS:

• Analysis Paralysis

• Governance Grievances

• Org Chart Abyss

SEGMENT(S)

• Start small (1 audience, 1-2 goals)

• Clarity on ownership and responsibilities

• More work; staff accordingly

Go to roundedcube.com/Blog/2013/5-quick-wins-with-sitecore-dms

Please direct any questions to us

via Twitter using hashtag

#fpwebinar

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Q&A

Make it Personal: Applying Your Dynamic

Content Personalization Strategy

Thank you!Twitter @fpweb • Marketing@fpweb.net • www.fpweb.net

Roundedcube on Twitter @Roundedcube • www.roundedcube.com

Please fill out the survey as you exit the webinar and help us choose the next topic!

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