personalization how-to: driving conversions with acquia lift
Post on 07-May-2015
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Personaliza+on How-‐To: Driving Conversion with Acquia Li=
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Today’s webcast!
• Why personalize? • What is Acquia Lift?
– Capabilities – Differentiators
• Best practice strategies on personalization • Driving conversion results with Lift on
Acquia.com
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Why Personalize?!
• Relevance at scale • Real-time contextual experiences
across devices • Deliver consistent experiences for
the same site visitor
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What is Acquia Lift?!
Acquia Lift enables marketing teams to increase revenue through delivering
personalized digital experiences.
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Acquia Lift Capabilities!
Testing • A/B and
multivariate tests • Directly in Drupal • Create and track
conversion goals • Gain real-time
insight into performance
Targeting • Automated targeting • Explicit rules-based
targeting • E.g., geo-location,
device, census data, or even current weather
Reporting • “At-a-glance” and
detailed reports for marketers
• Understand content relevance by persona and context
• Gain intelligence and insight to drive revenue faster
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Acquia Lift is Different!
Embedded Acquia Lift content variations live right in your workflow, not in an external repository
Adaptive The Acquia Lift algorithm learns over time and improves results, not just for one test but for your whole site
Automated Scale the 1:1 conversation with continuously optimized experiences tailored to individuals
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Personalization How-To: Driving Conversion with Acquia Lift!
By: Kate Fogarty Senior Manager of Digital Marketing
@katefogarty
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About me – Katelyn Fogarty!
• Background in Design & Development
• Worked with Drupal for the past 6 years
• Started with Drupal 5 • Both used and managed
Drupal as a marketer • Build over a dozen large scale
and multilingual Drupal sites. • @katefogarty
Senior Manager of Digital Marke+ng at Acquia (manage acquia.com)
@katefogarty
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My goals for you!
• Understand my strategy for testing • Where to start testing • How to use lift • Review test we’ve done • See Results!
@katefogarty
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Goals/Strategy!• Know your site goals (macro and micro)
– Generate leads (macro) – Increase CTR on homepage (micro)
• How do you increase lead generation? – Many ways, – 1 of which is optimizing your site by testing content variations
• Choose an item to test – What is your hypothesis for each test?
Example: • I think we can generate more demo leads by changing the
name of the button option to Live Demo.
@katefogarty
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What to test?!
BuGon Text
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What to test?!
Content on your page
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What to test?!
Page Layout
Image:http://www.ometrics.com/resources/#sthash.sUhR8Joc.dpbs
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What to test?!
More Content
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What to test?!
Test form submit
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What to test?!
Button Color
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What to test?!
Menu Items
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What to test?!
HTML
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What to test?!
Drupal Views vs. Blocks
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Why Lift?!
• Build tests as I build content • Knows my users (personalization) • http vs https (doesn’t apply to all) • Custom features can be tested • Fully responsive (if your site is) • Mobile friendly
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The how to…!
@katefogarty
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Create your campaign!
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Create your test variations!
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Define your goal!
• Pre defined goals • Submits any form • Logs in • Registers
• Custom goals • Anything you want!
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Preview!
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Push Start!
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Tests we’ve done/doing!
• Button copy (get started & demo) • Assets on homepage • Menu items • New homepage banners
@katefogarty
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Button Test!
Control Option Option A Option B
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Asset testing!
33% increased CTR
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Asset results!
Clicks Total Increase Jan total 257 Feb total 342 33% Mar total 274 -‐20% Apr total 295 8%
Test Version 1 – Jan 31 – Mar 4th Test Version 2 – March 27th – Present
Net new Leads Total Increase Jan total 72 Feb total 89 24% Mar total 81 -‐9% Apr total 90 11%
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Menu Option Test!
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Banner Test!
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What you now know…!
• Things you should be testing • How to use Lift • What I’ve been testing • Results I’ve seen
@katefogarty
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Thank you!!
@katefogarty
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