making experiences better with personalization and testing

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Making Experiences Better Post LaunchNow What? Conference 2014

Jeff Cram @jeffcram

ISITE Design, Co-founder

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@jeffcram | @ISITE_Design

Delays and technical problems continued to

plague enrollment efforts on the online

insurance marketplaces created under

President Barack Obama’s health care law on

Wednesday.

Consumers trying to view and compare new

insurance plans on healthcare.gov, the federal

website running the Illinois insurance

exchange, were met with error messages or

delays a day after the system launched.

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@jeffcram | @ISITE_Design

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@jeffcram | @ISITE_Design

Thinking about Day 2

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@jeffcram | @ISITE_Design

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@jeffcram | @ISITE_Design

The button test

??????

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@jeffcram | @ISITE_Design

The button test

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@jeffcram | @ISITE_Design

The winner

282% form conversion increase

57% site-wide lead increase

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If we connect and extend

our pre-launch customer-

insight thinking to post-

launch management, then

we can significantly

improve the performance of

our digital programs and

value to our users.

The hypothesis

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@jeffcram | @ISITE_Design

Pre-launch: We love customers!

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@jeffcram | @ISITE_Design

Post-launch: Argh, the technology!

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Digital Pulse - October 17, 2013

Jeff Cram @jeffcram

Co-founder ISITE Design

Publisher, CMS Myth

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@jeffcram | @ISITE_Design

The web is made of people

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@jeffcram | @ISITE_Design

Technology pain

Customer gain

Website launch

Bending the launch curves

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@jeffcram | @ISITE_Design

We believe:

Companies that are

loved, win

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@jeffcram | @ISITE_Design

The benefits of good experiences

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@jeffcram | @ISITE_Design

http://www.latimes.com/business/la-fi-silicon-valley-delight-20130510-dto,0,3670133.htmlstory

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@jeffcram | @ISITE_Design

“Yes, delight. A squishy, subjective, hard-to-pin-down term. So

daringly unquantifiable, so proudly immeasurable. And now,

suddenly, all the rage in data-driven Silicon Valley.”

“In the surest sign that delight may be on the cusp of morphing from

insurgent idea to overused buzzword, Microsoft and Dell have

embraced it. It's the corporate equivalent of parents joining Facebook,

making it instantly uncool.”

“Hold the eye rolls, however, because underneath its trendiness and the

suspicion that it's just some new marketing babble, the talk of delight

signals a radical shift in the way Silicon Valley creates products.”

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@jeffcram | @ISITE_Design

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@jeffcram | @ISITE_Design

So, how can we make our

experiences better post launch?

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@jeffcram | @ISITE_Design

Improve

today’s experience

Transform

the organization

Sustain

cultural change

Time

Custo

mer

experience q

ualit

yUnderstanding where change happens

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@jeffcram | @ISITE_Design

Core competencies for

post-launch success

Content

Strategy

Technology

Management

Analytics &

Testing

Customer

Insight

Connected expertise

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@jeffcram | @ISITE_Design

Our window to the world

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“All data in aggregate

is crap.”

- Avinash Kaushik, Google

a“The more digital we get, the more

human we must be”Gatum Ramdurai, Google Creative Lab

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Starting with people

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Living personas: Adding data

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Documenting the journey

All of the steps the customer takes

All of the touchpoints the customer interacts with

receivesstatementin mail

throwsstatement on desk &ignores

sees chargethat lookswrong

logs into website

tries to getdetails about charge

callscustomerservice

talksto CSR

tweetsinfrustration

paperstatement

envelope

mobilephone

IVRTwitter

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Prioritize needs

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Prioritizing experiences

Business

Benefit

Customer

BenefitUser Impact Overall

Scale 1=low, 2=medium, 3=high

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Assessing feasibility

Idea Effort Status Clarity Risk

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Task-based modeling

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Mapping the journey

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“A tool used for experience design is

now an important input to strategy.”

~ Christine Chastain, R/GA

aFrom insight to action:

Putting your data to work

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Personalization is trending

Source: Adobe Digital Roadblock Report

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The personalization myth

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System Role

Analytics, Testing & TargetingData-driven insights, personalized content

delivery and A/B testing.

Search Organize, retrieve and deliver relevant content to

users from multiple systems.

Web Content Management Content management and delivery, and hub of

most customer-facing digital platforms.

E-mail E-mail communications, newsletters and list

management.

Marketing Automation Demand generation, targeted e-mails, lead

nurturing and sales enablement.

Customer Relationship Management System of record for customer information,

activity and overall relationship.

Systems of engagement

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“Amazon is so confident of its

ability to personalize the site for

each user that the company

hardly ever creates classic

customer-segment personas,

such as ‘soccer moms’ or

‘gearheads.’ Such marketing

standbys are too imprecise for

Team Bezos.”

- Forbes, April 2012

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Personalization starts

with a hypothesis

If we can deliver this

[content] to this [segment]

at this [touchpoint], then we

can improve the experience

by measuring this [metric].

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What to Personalize?

Theme What is it? Key Dimensions

Geo targeting / locationDisplay specific content (text, images, downloads, apps,

etc.) based on the user’s geographic location.

Geo-location, Referring domain,

User preferences, Company,

Campaign

Campaign .& landing

experiences

Content is customized based on exposure to or

engagement with a campaign, often on a landing page.

Campaign, Inbound channel,

Recency, Lifecycle

Recommended content Similar content is shown to the user based on content

already viewed during that visit or a previous visit.

User preferences, Lifecycle,

Referring domain, Campaign,

Company, Industry

Lifecycle Content and calls to action are served up based on where

a user is in the journey or buying cycle.

Lifecycle, User preferences,

Recency

Account/industry

Display industry-specific content, company-specific

content, or competitor-specific content after identifying the

company and/or industry of the user.

Industry, Company, Referring

domain

Call to action

Messaging, tag lines, and calls to action on the site are

customized and change based on user behavior,

preferences, and response rate.

Geo-location, Industry, Company,

Campaign, Inbound channel,

Engagement score, Referring

domain, Lifecycle, User

preferences, Recency

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Segmentation and geo-targeting

SolarWorld Americas increased conversion by 200%

with audience segmentation and geo-targeted landing

pages

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Call-to-action targeting

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Account-based targeting

Source: http://www.demandbase.com

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Analytics segmentation

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Cumulative lift

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Thank you

Delight 2014

October 6-7 – Portland, Oregonwww.delight.us/conference

Jeff Cram

ISITE Design

617-401-2295

jcram@isitedesign.com

ISITE Design

www.isitedesign.com

CMS Myth

www.cmsmyth.com

Day 2

www.getreadyforday2.com