Upload
chris-goward
View
317
Download
4
Embed Size (px)
Citation preview
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Segment, Personalize, Optimize
Unlock your brand's growth potential with a winning
process
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Before we get started. . .
• This presentation deck and recording will be
available to you after the webinar
• Use the General Chat panel to ask questions
or make comments in real time
• Stay to the end for the chance to win a free
digital copy of You Should Test That!Type question here
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
• Developed the LIFT Model®, PIE Framework, and Infinity
Optimization Process™
• Keynotes at conferences and seminars around the world
• Author of You Should Test That! (Get a free chapter at:
YouShouldTestThat.com)
Chris Goward, Founder & CEO, WiderFunnel
Charles Brun, Channel Director, Dynamic Yield
• Handles Dynamic Yield’s partnerships for all of North America
• Started a leading e-commerce conference in Canada
• Works with some of the top brands in retail to assist with
personalization and optimization
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
ABOUT DYNAMIC YIELD
Dynamic Yield helps marketers increase revenue by personalizing each
customer interaction across web, mobile web, mobile apps and email.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
THE DYNAMIC YIELD FAMILY
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
TRUSTED BY THE WORLD’S LEADING COMMERCE
BRANDS
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
AND ACROSS MULTIPLE INDUSTRIES
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
DATA AND ACTIVATION IN A SINGLE PLATFORM
DATAACTIVATIO
N
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome1981
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
• 30+ optimization experts with clients globally
• The best optimization process, experts and results
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
What’s the best button color?
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
What’s the average conversion rate in my
industry?
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Average conversion rates are meaningless.
Switzerland on average is flat.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
The marketing customization spectrum
Mass Segmentation Personalization
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Relevance: This social proof is
not specific to their location.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
A
B
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
A
B
5.4%
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Personalization ideas are hypotheses
until they’re tested
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
State segmented results range:
-60% to +70%
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
+7.34% Revenue Lift
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
AnxietyDistraction
RelevanceClarity
Urgency
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Personalization helps solve a Relevance
problem
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
But personalization programs often fail.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
• Ad hoc implementation of off-the-shelf
features
• Lack of rigorous A/B testing process
• Poor customer insights
• Uncoordinated and inexperienced teams
• Lack of resources to sustain multiplying
variables
Why do personalization programs fail?
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Expert optimization
team
Proven optimization
process
Meaningful customer insights
The three success factors
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
What makes a great
optimization process?
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
FuzzyYang
Yin
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
The best optimization process
delivers inspiration and proof.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Infinity Optimization Process
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Explore
Views data through the
lens of the customer
experience.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Explore
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Start with existing knowledge
about the business context
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Who you’re talking to
PersonasProduct interestBuyer journey stageSeasonalityInfluencers / decision-makers
How you identify them
Search termsAd campaigns & offersGeographic IPBehavioural triggersRetargeting cookiesCRM customer value
Personalization Opportunities
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Advanced personalization
moves beyond existing knowledge
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Existing Knowledge Insights
New Research Insights
Automation
Test
an
d v
alid
ate
Em
bed
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Three types of personalization insights in your
data
1. Self-selectedHow can I gather information directly from my users?
2. Deductive How can general theories apply to this situation?
3. Inductive Which behaviours show patterns and general insights?
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Self-Selection Personalization:
Ask your prospects to tell you about themselves.
Then, test the best marketing approach for each segment.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
I have early stage disease.
I have late stage disease.
I manage the disease while working.
I am a physician treating the disease.
I work at a hospital treating the disease.Healthcare
Company
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
You Should Test:
1. What are the best segments?
2. What are the best offers for each
segment?
Healthcare
Company
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Result:
A series of A/B tests that
more than doubled their lead gen conversion rate
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Deductive Research:
Find a persuasion principle that may apply and
test whether it works in this situation.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Self-consistency Bias
We like to keep consistent with what
we think, say and do, and will change
to ensure this is so.
- Cialdini, Influence.
(2006)
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Cognitive Dissonance
A mental stress experienced when a
person holds contradictory beliefs, or
acts in contradiction to existing
beliefs.
- Leon Festinger
(1957)
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Conversion Rate: +1.97%
Average donation value: +3.07%
Revenue per visitor: +5.10%
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
14% of visitors
68% of donors
86% of visitors
32% of donors
Selected
“Regular Donor”
Selected
“Occasional Donor”
Selected
“First Time Donor”
Non-Responders
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Now, we’re building on these insights to
deliver Personalized data-informed
experiences.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Where do these ideas come from?
The Explore process generates
an unending stream of them.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Explore
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Explore
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Inductive Research:
Analyze segments within your test results
for personalization insights.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
• Disaster relief
organization
• Entering tax donation
season
Goals• Lift donation conversion
rate and average
donation value
How?
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Relevance: Headline does not mention
“donation”
Clarity: Eye flow is disjointed with mis-aligned
content
Clarity: Start of form is pushed down the page
Value Proposition: Lowest donation amount
pre-selected
Clarity: 2-column form
Clarity: cc number and billing information are
separated
Anxiety: Many fields shown at once
Value Proposition: No testimonials for
credibility
Clarity: No hover state on the CTA
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Variation A – Long Copy
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Variation B – Form Focused
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Variation C – Momentum
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Which one won?
A
BC
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Overall winner
12.4% Donation
Revenue Lift
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
During Typhoon Haiyan Crisis
X 15.7%
Donation Decrease
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Validate
Confirms and creates
new insights using
rigorous A/B testing.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Validate
Results analysis for
insights is extremely
important.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
For ‘Search Campaign’ Segment
10.6% Donation
Revenue Lift
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
For ‘Search Campaign’ Segment During the Crisis
42.1% Donation
Revenue Lift
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Infinity Optimization Process
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Expert optimization
team
Proven optimization
process
Meaningful customer insights
The three success factors
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Learn how to build the best personalization strategy
Get the new 45-page guide
“Mastering Personalization”
Send an email to:
Subject: Personalization Guide
Please!
Profitable ‘A-ha!’ moments everyday.™