secrets of personalization revealed: how citrix cracked the code on personalization
TRANSCRIPT
Secrets of Personalization:
How Citrix Cracked the Code on Personalization
Today’s Speakers
Jessica FewlessDirector, Field & Partner MarketingDemandbase
Cori KaylorSr Manager, Web Strat-egy & Online MarketingCitrix
Jessica Collier Web Conversion Strate-gistCitrix
Housekeeping
This webinar is being recorded.
Slides and recording will be e-mailed.
There will be time for Q&A at the end.
Submit questions via the Q&A box below.
B2B is Different
Consumers Businesses• Individuals• Emotional purchasing• May be impulse; buy in minutes
• Large market• Transactional
• Companies/Accounts• Task-oriented purchasing• Planned; buy in months• Smaller, niche market• Strategic
5
channel in making the purchase decision.
70% of buyers have indicated that the VENDOR’S WEBSITE MOST INFLUENTIAL
was the
Source: DemandGen Report
Your website is a critical marketing tool
6
Website is #1 indicator of future revenue
…all roads eventually lead to the company Website—buyers use company Web sites as a primary tool during the decision- making process...Since Websites are such an important stop for buyers, and it is imperative that they have a good experience during their visits, vendors must not lag in this area.
- IDC, “2012 CMO Tech Marketing Barometer Study” (April 2012)
“ ”
85% of website visitors
are not potential customers
80% of web visitors abandon a site
In < 5 seconds
97% of website visitors will ignore
call to action
Basic methods aren’t driving results
Hero image carousel
Featured content
Clear navigation
Cookies
So what can you do about it?
• Founded 1989• $3.1B+ 2014 revenue• 9,000+ employees• 330,000+ enterprise customers• 10,000+ partners in 100 countries• #1 Desktop & App virtualization • #2 Cloud Networking• #2 Web Collaboration
About Citrix
• Overview• Vision• Challenges• Strategy• Technology stack• Test plan and results• Next steps and conclusions• Q&A
Agenda
•Centralized corporate team of web strategists, designers, producers and developers
•Manage over 30 web properties, including Citrix.com
•Deliver web experiences that tell the Citrix story, amplify awareness of our brand, move visitors through the customer journey and generate leads and revenue
Web Experience team
“ Personalization is collecting implicit or explicit user information to create a content delivery framework that not only manipulates the information presented to users but how it is presented.”
- MarketingProfs
• Increased engagement • Increased conversions• More efficient communication• Enhanced loyalty
Benefits of B2B Personalization
Vision and Challenges
Vision
To personalize and tailor the citrix.com experience to the individual visitor
Challenges
?
Resources
How
CostTools
ROI
• Website• Pages• Banner ads• Frequency• Journey• Self selection
Goals and Strategy
Start with goals
• Increase engagement and conversions of anonymous to known visitors
• Accelerate buyer’s journey from awareness to sale
Strategy
Pilot with existing
tools
Leverage new
testing practice
Get team excited
with results
If pilot is successful, develop long term solution
Pilot Test Inspire Invest
5 steps to a personalization pilot
• Ensured unique
• Reviewed data
• Personal data
• Company • Behavior• User
preferences• Social data
• Reviewed company initiatives
• Analyzed traffic
• Ensured that there is enough web traffic
Location ContentTrafficAlign goalsPick a target
• Create content for each segment
• Determined prominent interaction points for each segment
Our target opportunity
Healthcare, Education and Finance
Technology
Technology “stack”
Personalization Test Plan & Results
Test to make decisions
Test plan
• Run (2) A/B tests (personalized messages vs generic messages)-Industry targeted hero banners on Citrix.com-Industry sessions for Synergy on Downloads page
• Measure specific goals -Clicks/engagement on banners-Bounce rate
• Leverage additional analytics tracking -Pages per session-Average session duration
Hypothesis & success measures
Increase engagement/clicks on banner by 10%
We believe that industry-specific content personalization on Citrix.com will increase engagement and decrease overall bounce rate.
Decrease bounce rate by 5%
Test 1: Personalization on Citrix.com
Test results
7% decrease in bounce rate
30% increase in engagement
10% increase in pages/session
4% increase in average session duration
Test 2: Personalized Synergy sessions
Test results
30%
168%
Increase in clicks
Increase in clicks
Next steps
• Integrated Demandbase plug in for Adobe Experience Manager (CMS) in July
• Rolled out personalized vertical homepage banners in early August• Continue to roll out vertical promos and content throughout site• Operationalize the maintenance of personalized experiences
1. Know your strengths and weaknesses2. Leverage assets you already have3. Deliver the content you know your visitor
wants4. Test and retest
How can you see results like Citrix?
Who’s coming to your website?• Are they finding what they
need?• Are they finding the content you
WANT them to find?
Measure: Know your strengths and weaknesses
• Who do you WANT to talk to• What do you WANT to tell
them
Engage: Segment your Audience
Use the assets you already have• Change upfront messaging• Change imagery• Change call-to-action• Speak the language of your
visitor• Lead them to the intended
CTA
Engage Convert: Test out your message
• Find out what worked – put it into production• Identified what didn’t – test out something different• Repeat
Measure: What worked? What didn’t?
Higher EngagementMore Conversions
More Revenue
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Q&A
Thank You!