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Personalizing the web or mobile experience for your audience can seem like a daunting task. In this webinar, Whitney Littlewood (Director of Strategic Optimization) and Jon Noronha (Audiences Product Manager) walk you through how you can leverage Optimizely to create more relevant experiences for your target customers through a tour of practical use cases for a range of business goals.
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How to Deliver Personalized Experiences with Optimizely
Whitney LittlewoodJon Noronha
#OptimizelyAudiences
Housekeeping Notes
Just a reminder:● Chat box is available for questions● There will be time for Q&A at the end● We will be recording the webinar for future viewing● All attendees will receive a copy of the slides and
recording of today’s webinar
How to Deliver Personalized Experiences with Optimizely
Whitney LittlewoodJon Noronha
#OptimizelyAudiences
Table of Contents
● The What and The Why
● Optimizely Audiences
● Customer Attributes
● Personalized Experiences (Use Cases)
● Getting Started
#OptimizelyAudiences
Don’t stop at the average best experience
create the very best experience!
#OptimizelyAudiences
Relevancy drives engagement
Retail Travel Media
#OptimizelyAudiences
Is “personalization” personal?
It depends…
● different types of attributes● different appetites for personalization● need to balance effort & impact
#OptimizelyAudiences
Boost ROI
The sum of the best performing experiences is greater the average.
Broad Granular
Value
#OptimizelyAudiences
Types of Attributes
● Contextual● Behavioral● Demographic
#OptimizelyAudiences
Contextual
Contextual attributes are those that indicate the current state of a visitor but they can change over time.
#OptimizelyAudiences
Behavioral
Behavioral attributes are groupings based on a current or past behavior.
#OptimizelyAudiences
Demographic
Demographic attributes are based on individual characteristics available through first or third-party data sources.
#OptimizelyAudiences
Map your decision treeDirect Visitor Marketing
Channel
New NewRepeat Search SocialEmail
NewGeo/Time Browser Geo/TimeCustomer Interest
Use contextual clues to create relevant experiences for new visitors.
Use contextual, behavioral or demographic clues for repeat visitors and customers.
Use behavioral clues to create a symmetrical landing page experience for marketing channel visitors.
#OptimizelyAudiences
Apply the 80/20 rule to your efforts
1:1 Personalization comes
with a cost:
● content creation● ongoing management
Get 80% of the value with
20% of the effort!
#OptimizelyAudiences
Getting Started
1. Start with broadest groupings that display different needs/behaviors.
2. Test to identify the best experience per audience.
3. Deliver optimized experiences to key audiences to drive continuous improved ROI.
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