the homepage is dead
TRANSCRIPT
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“The Homepage” is dead
by Cara Harshman Call to Action
Conference 2016
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1998 was a big year.
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If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores. -Jeff Bezos, 1998
“
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We think you’d like… glowy shit.
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Today, most websites still say come one come all.
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As marketers, we reveal our secret tips & tricks then use said tips & tricks to beat each other.
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From this for everyone…
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To this for Sony…
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And this for Target.
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And this for the New York Times.
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And this for retail companies.
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And this for travel companies.
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And this for the afternoon.
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And this for 3 am.
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We went from 1 homepage to 26+ personalized homepages.
This
To this
1.WHY? 2.WHAT? 3.HOW?
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1. WHY REDESIGN & PERSONALIZE?
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FIND THE GLOBAL MAXIMUM
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We were here.
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We were here.
We wanted to get here.
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SUPPORT ACCOUNT-BASED MARKETING
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WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD GEN
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WHO ?
WHAT ?
WHERE ?
ACCOUNT- BASED
WHO ?
WHAT ?
WHERE ?
DEMAND/ LEAD GEN
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SHOW INSTEAD OF TELL
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I love it but...
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How do we show the value?
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The “What’s going on here?” Button
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WHY?
1. Learn more about ABM: view Engagio Slideshare on ABM
2. Read ConversionXL and HelpScout on “Local Maximum”
3. Do a 5-second value audit on your website
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2. WHAT DID WE CHANGE?
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CREATED 26 AUDIENCES INSTEAD OF 1
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Audiences should be: ↣ Identifiable ↣ Valuable ↣ Differentiated
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Geography IndustryEngaged visitors
Named Accounts
BEHAVIORAL DEMOGRAPHIC
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DESIGN THE PAGE TO BE PERSONALIZED
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To this
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If you want to personalize a page, you need to make space for personalized content.
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Hero Image Headline
Calls to Action
Personalization Boxes
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Section headline
Customer logos and quotes
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Relevant content and events
Calls to Action
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WHAT?
1. Define Audiences → optimize.ly/p13n-template
2. Content: Print out homepage, circle areas you can personalize w/ content
3. More details →optimize.ly/homepage-story
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3. HOW DID IT PERFORM?
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When personalizing, it’s still important to measure.
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Qualitative Impact
holy shit!
-teespring
“ ”
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Qualitative Impact
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B
A
- 1.5% engagement - 113% views of Solutions page - 117% starts account-create
process - No effect down funnel on leads
Quantitative Impact
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HOW?
1. Measuring proves its working or not working
2. It opens up so many opportunities for testing and discovery
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MY CTA: ASK YOURSELF
3. Where is the best place to deliver this message?
1. Who are my most important customers?
2. What can I say/do to show them how important they are ?
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here rests “The Homepage”
1998-2016 survived by
“many a homepage”
