user-targeted website personalisation - siuc 2011
DESCRIPTION
Squiz will present on delivering automatically personalised website content based on what you know about each website visitor. Your site visitors browsing behaviour, search terms and referring search engine all contribute to a profile that can automatically personalise content. Squiz will outline a number of customer sites and how they are improving customer visits using personalisation.TRANSCRIPT
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Site Personalisation
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Site Personalisation
> Welcome > About Session > Why Personalisation > Types of Personalisation > Getting Started > Examples of Pesonalisation
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Site Personalisation
> Welcome > About Session > Why Personalisation > Types of Personalisation > Getting Started > Examples of Pesonalisation
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Why Personalisation
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h"p://www.personalisedgi(ideas.co.uk/images/uploads/18th-‐birthday-‐wreath-‐tankar.jpg
h"p://www.towelsrus.co.uk/resources/pages/image1/004504/embroidery1.jpg
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Why Personalisation
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Site Personalisation
> Welcome > About Session > Why Personalisation > Types of Personalisation > Getting Started > Examples of Pesonalisation
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Types of Personalisation
> Target Content • Information • Sales
> Users • Known • Unknown
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Known Users
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DCD – up front
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DCD – up front
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DCD – up front
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DCD – up front
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DCD – up front
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Linked In - Encouragement
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Same user – different personality
h"p://myweirdthoughts.com/wp-‐content/uploads/2009/12/mulIple-‐personaliIes-‐300x222.jpg
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Unknown Users
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Unknown Users
> Geo Location (API or IP) > Referral Header > Search Terms > Time of day > Day of Week > Time of Year
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Best Guess Guessing Game
h"p://xkcd.com/242/
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Site Personalisation
> Welcome > About Session > Why Personalisation > Types of Personalisation > Getting Started > Examples of Pesonalisation
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Getting Started
h"p://www.flickr.com/photos/jon_marshall/260978898/lightbox/
-‐ IdenIfy Targets
-‐ Segment Customer
-‐ Create Content Blocks
-‐ Test & OpImisaIon
-‐ AnalyIcs & Monitoring
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Personalisation Targets
> Click Through Rate (CTR)
> Bounce Rates
> Goal Conversions
> Time on Site
> Page Views
> Unique Visitors
> Returning Visitors
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h"p://1000words.net.au/wp-‐content/uploads/2010/09/miniature-‐book.jpg
Start Small
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Identify Customer Segments
h"p://www.hopewellstudios.com/images/stories/geekings/whereswalle1450.jpg
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Create Content Blocks
> Sign up forms
> Related Content listings
> Advertising Banners
> Signup Bonus
> Discount Shipping
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Test & Optimize
h"p://tutorial9.s3.amazonaws.com/uploads/2009/08/creaIve-‐bookmarks/ab-‐split-‐tesIng.jpg
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Analytics & Monitoring
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Site Personalisation
> Welcome > About Session > Why Personalisation > Types of Personalization > Getting Started > Examples of Pesonalisation
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Registered User – Amazon
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Registered User – Amazon
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Registered User – Amazon
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Registered User – Amazon
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ebay.com
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ebay.com
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ebay.com
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ebay.com
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Burton.co.uk
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Burton.co.uk
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Google Adwords – Unknown User
> Geo-location
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Snag.gy– Unknown User > Operating System
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Personalisation – the bad bits
> Look & Feel > Relocating Content > Performance > Bots
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Personalisation – the bad bits
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Personalisation – the bad bits
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Personalisation – the bad bits
> Look & Feel > Relocating Content > Performance > Bots
![Page 48: User-Targeted Website Personalisation - SIUC 2011](https://reader036.vdocuments.net/reader036/viewer/2022070316/55574ec0d8b42aa8378b5101/html5/thumbnails/48.jpg)
Personalisation – the bad bits
> Look & Feel > Relocating Content > Performance > Bots
![Page 49: User-Targeted Website Personalisation - SIUC 2011](https://reader036.vdocuments.net/reader036/viewer/2022070316/55574ec0d8b42aa8378b5101/html5/thumbnails/49.jpg)
Personalisation – the bad bits
> Look & Feel > Relocating Content > Performance > Bots
![Page 50: User-Targeted Website Personalisation - SIUC 2011](https://reader036.vdocuments.net/reader036/viewer/2022070316/55574ec0d8b42aa8378b5101/html5/thumbnails/50.jpg)
Site Personalisation
> Welcome > About Session > Why Personalisation > Types of Personalization > Getting Started > Examples of Pesonalisation > Configure Pesonalisation within Matrix
h"p://redeemersermons.files.wordpress.com/2011/01/curious_george_flat_invitaIon_pkp_cg_3455.jpg
PersonalisaIo
n Party
Today
Now
Your website
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Remember the 5 steps!
h"p://www.flickr.com/photos/jon_marshall/260978898/lightbox/
-‐ IdenIfy Targets
-‐ Segment Customer
-‐ Create Content Blocks
-‐ Test & OpImisaIon
-‐ AnalyIcs & Monitoring
![Page 52: User-Targeted Website Personalisation - SIUC 2011](https://reader036.vdocuments.net/reader036/viewer/2022070316/55574ec0d8b42aa8378b5101/html5/thumbnails/52.jpg)
h"p://1000words.net.au/wp-‐content/uploads/2010/09/miniature-‐book.jpg
Start Small