conversion optimization through hyper-personalization - mnsearch

Conversion Optimization through

Hyper-Personalization

Donna ArriagaDirector, Nonprofit Digital StrategyPM Digital @DonnaArriaga

@DonnaArriaga ♦ PM Digital #MNsearch

What is hyper-personalization?

@DonnaArriaga ♦ PM Digital #MNsearch

What is hyper-personalization?

“The use of data to provide more personalized and targeted products, services and content.”

- Business2Community, 2014

“The true standard for hyper-personalization is interacting one-to-one with individuals, not segments. To anticipate an individual’s desires at any point in time, however, requires having deep customer insight, which comes from analyzing granular data.”

- Marketing Land, 2015

@DonnaArriaga ♦ PM Digital #MNsearch

PERSONALIZATION: Brilliant vs. Creepy

@DonnaArriaga ♦ PM Digital #MNsearch

Hyper-personalization should:● Help the user.● Build the relationship

over time.● Help usher in the “next

best action”.

PERSONALIZATION: Be Brilliant, Stay Helpful

@DonnaArriaga ♦ PM Digital #MNsearch

Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the process of optimizing your search ads, landing pages, and overall website design to raise your conversion rate.

In other words, the goal is for the highest possible percentage of visitors to your site to convert, or complete your desired action.

- WordStream

@DonnaArriaga ♦ PM Digital #MNsearch

Personalization + CRO

Users expect personalization and 74% get frustrated by seeing content that doesn’t match their interests.

- Janrain

@DonnaArriaga ♦ PM Digital #MNsearch

Personalization + CRO

You don’t want your constituent to think…

“What a mess! Why don’t they know this?!?”

@DonnaArriaga ♦ PM Digital #MNsearch

What’s needed to get hyper-personal?

@DonnaArriaga ♦ PM Digital #MNsearch

3 W’s of Personalization

Who you’re personalizing the experience for, based on…

● Persona● Lifecycle ● Geo-location● Content interest● Product/service interest● Device● Referral Source

*Grammar buffs: “For Whom you’re personalizing the experience, based on…” ;-)

@DonnaArriaga ♦ PM Digital #MNsearch

3 W’s of Personalization

What you should personalize…

● CTAs● User experience● Images● Copy● Product/service offers

@DonnaArriaga ♦ PM Digital #MNsearch

3 W’s of Personalization

Where you should personalize…

● Website and Email (priority)● Mobile● Online Ads● Offline

@DonnaArriaga ♦ PM Digital #MNsearch

What else is needed to get hyper-personal?

@DonnaArriaga ♦ PM Digital #MNsearch

Integrated Data & Platform Ecosystem

CRMconstituent relationship

management

CMScontent management

system

Marketing Automation

@DonnaArriaga ♦ PM Digital #MNsearch

Hyper-Personalization Use Cases & How-To Tips

@DonnaArriaga ♦ PM Digital #MNsearch

GoalDeliver a newsletter that offers personalized information based on a contact's lifecycle stage.

- case study from Denamico

CASE STUDY: Hyper-Personalization in Email

@DonnaArriaga ♦ PM Digital #MNsearch

CASE STUDY: Hyper-Personalization in Email

ExecutionOpening greeting is personalized by lifecycle stage.

Newsletter digest-style content remains consistent across all lifecycle stages.

Footer CTA module is personalized by lifecycle stage.

@DonnaArriaga ♦ PM Digital #MNsearch

CASE STUDY: Hyper-Personalization in Email

Results

89% increase in CTR for email with CTAs personalized based on lifecycle stage.

@DonnaArriaga ♦ PM Digital #MNsearch

Hyper-Personalization: Post-Conversion Engagement

Post-conversion thank you pages are excellent opportunities to drive further engagement.

Be sure to personalize the subsequent engagement CTA based on the recent conversion.

TIP: Use this formula to define your lead's ideal post-conversion pathway:

After my site visitor does [x], I want them to do [y] from the thank you page, so that [z] will happen.

@DonnaArriaga ♦ PM Digital #MNsearch

Hyper-Personalization: Post-Conversion Engagement

@DonnaArriaga ♦ PM Digital #MNsearch

Hyper-Personalization: Post-Conversion Engagement

Original conversion was a webinar, a great MOFU offer.

Subsequent post-conversion CTA is a “Chat with an Expert” BOFU offer that’s contextualized based on the webinar topic.

@DonnaArriaga ♦ PM Digital #MNsearch

Hyper-Personalization: Post-Conversion Engagement

Progressive profiling offers another opportunity to integrate hyper-personalization in your form fields.

@DonnaArriaga ♦ PM Digital #MNsearch

Setting the StageConsider a business that has a long sales cycle. With a long sales cycle, leads may need more nurturing before they’re ready for a middle-of-funnel or bottom-of-funnel offer.

@DonnaArriaga ♦ PM Digital #MNsearch

Hyper-Personalization: Targeted Drip Campaigns

Hyper-Personalization: Targeted Drip Campaigns

Hyper-Personalized Approach● Leverage on-site behaviors to deliver

relevant content and increase engagement.

● Use marketing automation engagement factors or lead scoring as a goal list for the drip campaign.

@DonnaArriaga ♦ PM Digital #MNsearch

Hyper-Personalization: Targeted Drip Campaigns

Trigger: Content Offer Download

Recipe

Goal List: Engaged LeadsSet up a dynamic contact list to identify leads that have achieved a specified engagement level with you. Engagement/scoring criteria could include form submissions, clicks on your emails, high threshold of visits to your website, and/or clicks on social media posts.

Lead Nurturing Email 1Email with popular, on-topic related content.

Lead Nurturing Email 3Email with popular, on-topic related content.

Lead Nurturing Email 2Email with popular, on-topic related content.

Lead Nurturing Email 4 (optional)Email with popular, on-topic related content.

Next Step: After a lead reaches the goal list, that lead is ready for a “Lead → MQL” drip campaign to further nurture them to sales readiness.

@DonnaArriaga ♦ PM Digital #MNsearch

Let’s connect… @DonnaArriaga

darriaga@pmdigital.com

@DonnaArriaga ♦ PM Digital #MNsearch