Until recently, most websites have been designed with a one-size-fits-all approach. But more and more, personalized experiences are outperforming generic ones and becoming standard across the web. Whether you’re familiar with personalization or brand new to the practice, check out these slides and enable your company to be on the leading edge of digital marketing. You will learn: - The what and why of website personalization - The building blocks of a personalization campaign - Common pitfalls to avoid and actionable tips for getting started

1. Website Personalization 101
With Cara Harshman
Content Marketing Manager at Optimizely

2. @caraharshman
Hi, I’m Cara Harshman.

3. @caraharshman
I wrote this
Personalization Toolkit
Download at:
optimize.ly/p13n-toolkit

4. @caraharshman
Personalization is showing targeted
experiences to specific segments of
your visitors in real time.

5. @caraharshman
Personalization is
valuable and it’s growing.

6. @caraharshman
“Personalization is a key strategy in the future
of B2B marketing. The benefits are numerous,
including increased engagement and
conversions, more efficient communication, and
enhanced loyalty.”
- Jessica Collier, Web Conversion Strategist at Citrix

7. @caraharshman
A personalization case study

8. @caraharshman
A personalization case study

9. @caraharshman
A personalization case study

10. @caraharshman
A personalization case study

11. Citrix Results
● 7% decrease: bounce rate
● 30% increase: clicks on homepage banners
● 10% increase: pageviews per session
visitors were navigating to more pages after
seeing a personalized homepage
● 4% increase: average session duration,
visitors seeing more pages and spending
more time on the site and consuming more
information

12. Today I’ll cover:
● The building blocks of
personalization
● Case studies for
inspiration
● Tips from the trenches

13. @caraharshman
WHO WHAT

14. @caraharshman
WHO
are you
personalizing for?

15. @caraharshman
Behavior Context
Demographic
WHO
are you
personalizing for?

16. @caraharshman
Behavioral personalization for Brooks Running

17. @caraharshman
Behavioral personalization for Brooks Running
Results
For the test segment, return
rate declined nearly 80%
88% saying they appreciated
the customer service offer to
help.

18. @caraharshman
“After addressing basic site improvements, A/B
testing becomes less of a broad stroke tactic
and more focused on user level and behavioral
conditions. Dig into your performance data and
address specific needs of customer cohorts.”
- David Kornfield, Marketing Manager, Brooks Running

19. @caraharshman
Contextual personalization for AdRoll
Pre-sale Post-sale

20. @caraharshman
Enterprise
SMB
Contextual personalization for AdRoll

21. @caraharshman
Behavioral personalization for Secret Escapes
Original Personalized based on search intent

22. @caraharshman
Behavioral personalization for Secret Escapes
Results
Personalized based on search intent
• 22.4% increase in clicks
to specific sale
• 30.4% increase in clicks
to purchase page
• 210% increase in
completed purchases

23. @caraharshman
Context
• Referral source
• Device
• Logged in/out
Behavior
• Downloaded content
• Viewed a page
Demographic
• Income bracket
• Industry
• Location
WHO
are you
personalizing for?

24. @caraharshman
WHAT
are you showing
them?

25. @caraharshman
Unique
Value
Page
real
estate
LocationWHAT
are you showing
them?

26. @caraharshman
Homepage personalization for Optimizely
Original Personalized

27. @caraharshman
Homepage personalization for Optimizely

28. @caraharshman
Homepage personalization for Optimizely

29. @caraharshman
The background image and
headline changes based on
demographic criteria.
The modules below the hero are
personalized based on both
demographic and behavioral
attributes for each visitor.

30. @caraharshman
Customer logos change based on
demographic criteria
● Media prospects see media logos,
retail prospects sees retail logos, etc.
● Everyone else sees our default logos.

31. @caraharshman
B
A
+1.5% improvement engagement
+113% improvement views of Solutions page
+117% improvement clicks on secondary CTA
The value of Optimizely’s
Personalized homepage

32. @caraharshman
Don’t slice your audiences too
thin. Give people a chance to
surprise you.

33. @caraharshman
Every personalization campaign
is a hypothesis that should be
measured.

34. @caraharshman
Do website personalization because it’
s valuable, not just because you can.

35. Make Every Click
Count
7/28 with 99
Designs
Standing Out in A
Saturated Market
8/24 with Earnest and
Hotwire
Don’t Redesign Your
Website in the Dark
8/11 with Asana and
Optimizely
www.optimize.ly/thrive-webinar

36. Q&A
@caraharshman
@optimizely