conversion optimization through hyper personalization - #mn search presentation
TRANSCRIPT
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Conversion Optimization through
Hyper-Personalization
Donna ArriagaDirector, Nonprofit Digital StrategyPM Digital @DonnaArriaga
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@DonnaArriaga ♦ PM Digital #MNsearch
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What is hyper-personalization?
@DonnaArriaga ♦ PM Digital #MNsearch
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What is hyper-personalization?
“The use of data to provide more personalized and targeted products, services and content.”
- Business2Community, 2014
“The true standard for hyper-personalization is interacting one-to-one with individuals, not segments. To anticipate an individual’s desires at any point in time, however, requires having deep customer insight, which comes from analyzing granular data.”
- Marketing Land, 2015
@DonnaArriaga ♦ PM Digital #MNsearch
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PERSONALIZATION: Brilliant vs. Creepy
@DonnaArriaga ♦ PM Digital #MNsearch
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Hyper-personalization should:● Help the user.● Build the relationship
over time.● Help usher in the “next
best action”.
PERSONALIZATION: Be Brilliant, Stay Helpful
@DonnaArriaga ♦ PM Digital #MNsearch
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Conversion Rate Optimization (CRO)
Conversion rate optimization (CRO) is the process of optimizing your search ads, landing pages, and overall website design to raise your conversion rate.
In other words, the goal is for the highest possible percentage of visitors to your site to convert, or complete your desired action.
- WordStream
@DonnaArriaga ♦ PM Digital #MNsearch
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Personalization + CRO
Users expect personalization and 74% get frustrated by seeing content that doesn’t match their interests.
- Janrain
@DonnaArriaga ♦ PM Digital #MNsearch
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Personalization + CRO
You don’t want your constituent to think…
“What a mess! Why don’t they know this?!?”
@DonnaArriaga ♦ PM Digital #MNsearch
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What’s needed to get hyper-personal?
@DonnaArriaga ♦ PM Digital #MNsearch
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3 W’s of Personalization
Who you’re personalizing the experience for, based on…
● Persona● Lifecycle ● Geo-location● Content interest● Product/service interest● Device● Referral Source
*Grammar buffs: “For Whom you’re personalizing the experience, based on…” ;-)
@DonnaArriaga ♦ PM Digital #MNsearch
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3 W’s of Personalization
What you should personalize…
● CTAs● User experience● Images● Copy● Product/service offers
@DonnaArriaga ♦ PM Digital #MNsearch
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3 W’s of Personalization
Where you should personalize…
● Website and Email (priority)● Mobile● Online Ads● Offline
@DonnaArriaga ♦ PM Digital #MNsearch
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What else is needed to get hyper-personal?
@DonnaArriaga ♦ PM Digital #MNsearch
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Integrated Data & Platform Ecosystem
CRMconstituent relationship
management
CMScontent management
system
Marketing Automation
@DonnaArriaga ♦ PM Digital #MNsearch
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Hyper-Personalization Use Cases & How-To Tips
@DonnaArriaga ♦ PM Digital #MNsearch
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GoalDeliver a newsletter that offers personalized information based on a contact's lifecycle stage.
- case study from Denamico
CASE STUDY: Hyper-Personalization in Email
@DonnaArriaga ♦ PM Digital #MNsearch
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CASE STUDY: Hyper-Personalization in Email
ExecutionOpening greeting is personalized by lifecycle stage.
Newsletter digest-style content remains consistent across all lifecycle stages.
Footer CTA module is personalized by lifecycle stage.
@DonnaArriaga ♦ PM Digital #MNsearch
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CASE STUDY: Hyper-Personalization in Email
Results
89% increase in CTR for email with CTAs personalized based on lifecycle stage.
@DonnaArriaga ♦ PM Digital #MNsearch
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Hyper-Personalization: Post-Conversion Engagement
Post-conversion thank you pages are excellent opportunities to drive further engagement.
Be sure to personalize the subsequent engagement CTA based on the recent conversion.
TIP: Use this formula to define your lead's ideal post-conversion pathway:
After my site visitor does [x], I want them to do [y] from the thank you page, so that [z] will happen.
@DonnaArriaga ♦ PM Digital #MNsearch
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Hyper-Personalization: Post-Conversion Engagement
@DonnaArriaga ♦ PM Digital #MNsearch
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Hyper-Personalization: Post-Conversion Engagement
Original conversion was a webinar, a great MOFU offer.
Subsequent post-conversion CTA is a “Chat with an Expert” BOFU offer that’s contextualized based on the webinar topic.
@DonnaArriaga ♦ PM Digital #MNsearch
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Hyper-Personalization: Post-Conversion Engagement
Progressive profiling offers another opportunity to integrate hyper-personalization in your form fields.
@DonnaArriaga ♦ PM Digital #MNsearch
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Setting the StageConsider a business that has a long sales cycle. With a long sales cycle, leads may need more nurturing before they’re ready for a middle-of-funnel or bottom-of-funnel offer.
@DonnaArriaga ♦ PM Digital #MNsearch
Hyper-Personalization: Targeted Drip Campaigns
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Hyper-Personalization: Targeted Drip Campaigns
Hyper-Personalized Approach● Leverage on-site behaviors to deliver
relevant content and increase engagement.
● Use marketing automation engagement factors or lead scoring as a goal list for the drip campaign.
@DonnaArriaga ♦ PM Digital #MNsearch
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Hyper-Personalization: Targeted Drip Campaigns
Trigger: Content Offer Download
Recipe
Goal List: Engaged LeadsSet up a dynamic contact list to identify leads that have achieved a specified engagement level with you. Engagement/scoring criteria could include form submissions, clicks on your emails, high threshold of visits to your website, and/or clicks on social media posts.
Lead Nurturing Email 1Email with popular, on-topic related content.
Lead Nurturing Email 3Email with popular, on-topic related content.
Lead Nurturing Email 2Email with popular, on-topic related content.
Lead Nurturing Email 4 (optional)Email with popular, on-topic related content.
Next Step: After a lead reaches the goal list, that lead is ready for a “Lead → MQL” drip campaign to further nurture them to sales readiness.
@DonnaArriaga ♦ PM Digital #MNsearch