london #b3seminar: using visitor intent and personalisation - steve shaw
DESCRIPTION
Steve looks at how personalisation rules, content and call-to-action's can be used to personalise an engaging user journey and boost conversions.TRANSCRIPT
Welcome to…
Using visitor intent and personalisation to
increase engagement and conversions
Steve Shaw – Digital Director
#B3Seminar
How do we identify
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We use
information
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A Case Study in gathering
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So how do we use
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of companies agree thatpersonalisation is critical tocurrent and future success
(eConsultancy, April 2013)
of online customers get frustratedwith websites when content appears
that has nothing to do with their interests(Janrain, July 2013)
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A case study of Personalisation:
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Is it worth
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of UK consumers said personalised product recommendations were clearly relevant to them
Said personalisation made them more likely toreturn to the shop or retailer
(IDC/RichRelevance, November 2013)(IDC/RichRelevance, November 2013)
In the easyJet example, simple personalisationdelivered an increase
of bookings in excess of 20%
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Expl
icit
Visi
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nten
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Sitecore powered Website goes live
FTSE 100
easyJet Vs. Ryanair – Share Price#B3Seminar
Expl
icit
Visi
tor I
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Michael O’Leary: “easyJet wiped the floor with us”
Expl
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Visi
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Sitecore powered Website goes live
easyJet Vs. Ryanair – Search Visibility#B3Seminar
Inchcape Toyota– Search Visibility
Sitecore powered Website goes live
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Evolution comes from learning and
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Think big, start small, and evolve
A. What 3 visitor profiles/segments would you give to your site?
B. What site elements would/could you personalise?
C. What rules would you put in place to shape the experience?
D. Always be testing!
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