Most websites have been designed with a one-size-fits-all approach, but did you know that if you make your website personalized for each visitor you can explode your sales. If you want to be on the cutting edge of digital marketing, you need to learn how to personalize your website for each user. The good news is, it’s easier than you think when you learn the fundamentals to website personalization. You will not want to miss this talk because Cara will share lessons learned from personalization case studies and how you can start building your foundation for delivering personalized website experiences. Catapult your business to new levels with this elite marketing strategy that will be shared at InboundCon. Cara Harshman The former Content Marketing Manager and Blog Editor at Optimizely, Cara Harshman is a preeminent voice in A/B testing and website personalization. She wrote the book A/B Testing on behalf of Optimizely’s co-founders and has spoken around the world. She dislikes writing autobiographical paragraphs but loves telling stories to live and digital audiences.

1. Using the Building Blocks of
Website Personalization
to Unlock More Sales
@caraharshman #inboundcon

2. @caraharshman #inboundcon
need a few slides here to
make case about why
personalization is important

3. 2 Big Blocks of Personalization
WHO
are you
personalizing
for?
WHAT
are you
showing
them?
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4. The Who = Your Audience
WHO
are you
personalizing
for?
An audience is a
group of visitors
with a specific need
that deserves a
unique experience.
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5. The Who = Your Audience
WHO
are you
personalizing
for? Behavior
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6. The Who = Your Audience
WHO
are you
personalizing
for? Behavior
Demographic
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7. The Who = Your Audience
WHO
are you
personalizing
for? Behavior
Demographic
Context
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8. 3 Blocks to Build Your Audiences
Behavior
Demographic
Context
What is unique
about the visitor
right now?
Who is the
visitor?
What is the
visitor doing?

9. Examples of Possible Audiences
Behavior Context Demographic
Downloaded specific
content
Referral Source Industry
Viewed a specific
page…twice
Device/browser Location
Abandoned a cart
Specific marketing
campaign UTM source
Gender
Read specific content
category
New vs. Returning
visitor
Company size

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A Contextual Case Study
Secret Escapes

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Default Experience
for Everyone
Context

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Personalized for
visitors who search
for “spa breaks”
Context

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Context
vs.

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Context
vs.

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32% increase in conversions
Context
vs.

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A Demographic Case Study
Citrix

17. @caraharshman #inboundcon Demographic
Default experience
for everyone

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Personalized for
education industry

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Personalized for
IT/SaaS industry

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Personalized for
healthcare industry

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vs.

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vs.

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vs.
30% increase in banner clicks

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vs.
30% increase in banner clicks
7% decrease in bounce rate

25. @caraharshman #inboundcon Demographic
vs.
30% increase in banner clicks
7% decrease in bounce rate
10% increase page views per visitor

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vs.
30% increase in banner clicks
7% decrease in bounce rate
10% increase page views per visitor
4% increase in average session duration

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A Behavioral Case Study
Brooks Running

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Behavior
Personalized for
indecisive shoppers

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Behavior
Not sure which size to get?
Our expert customer service can help you
figure out the one for you so you don't have to
return the other. Call 1-800-###-### or chat
with them now to get fitted.
Personalized for
indecisive shoppers
X

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Behavior
XNot sure which size to get?
Our expert customer service can help you
figure out the one for you so you don't have to
return the other. Call 1-800-###-### or chat
with them now to get fitted.
vs.Generic

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Behavior
XNot sure which size to get?
Our expert customer service can help you
figure out the one for you so you don't have to
return the other. Call 1-800-###-### or chat
with them now to get fitted.
vs.Generic

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Behavior
XNot sure which size to get?
Our expert customer service can help you
figure out the one for you so you don't have to
return the other. Call 1-800-###-### or chat
with them now to get fitted.
Generic vs.
80% decrease in returns for audience
2% increase in conversion rate

33. 3 Blocks to Build Your Audiences
Behavior
Demographic
Context
What is unique
about the visitor
right now?
Who is the
visitor?
What is the
visitor doing?

34. A Template to Build Audiences
Download at:
optimizely.com/personalization-toolkit

35. 2 Big Blocks of Personalization
WHO
are you
personalizing
for?
WHAT
are you
showing
them?
@caraharshman #inboundcon

36. The What = The Experience
WHAT
are you
showing
them?
The experience is
the message you
want to send to the
audience.
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37. The What = The Experience
WHAT
are you
showing
them?
The
Location
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38. The What = The Experience
WHAT
are you
showing
them?
The
Location Content
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39. The What = The Experience
WHAT
are you
showing
them?
The
Location Content
Measure
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An Experience Case Study
Optimizely

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Homepage went
from this…

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To this...

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To this...

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To this...

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To this...

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And this...

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And this...

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And this...

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And this...

50. 3 Blocks to Design Your Experiences
Content Measure
The
Location
Where on the
page is the
experience?
How is it
performing?
What is the
message?

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Designing the Experience
Choosing the Location

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The
Location

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The
Location

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Designing the Experience
Crafting the Content

55. Hero image and headline changes based
on demographic criteria Content

56. Hero image and headline changes based
on demographic criteria Content

57. Hero image and headline changes based
on demographic criteria Content

58. Content
When visitor is unidentifiable,
they see a time of day message

59. Content
When visitor is unidentifiable,
they see a time of day message
Quick note
on
copywriting

60. Content
The modules below are personalized on
behavioral and demographic data

61. Content
The modules below are personalized on
behavioral and demographic data

62. The modules below are personalized on
behavioral and demographic data Content

63. Customer logos change based on
demographic attributes The
Location
Content

64. Event and content promotions change
based on behavior and demographics Content

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Designing the Experience
Measuring the Impact

66. Measure

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vs.
Measure

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vs.
Measure

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vs.
1.5% increase in engagement
Measure

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vs.
1.5% increase in engagement
113% increase views to Solutions Page
Measure

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vs.
1.5% increase in engagement
113% increase views to Solutions Page
117% increase starts account create process
Measure

72. 3 Blocks to Design Your Experiences
Content Measure
The
Location
Where on the
page is the
experience?
How is it
performing?
What is the
message?

73. @caraharshman #inboundcon
Tips to Get it Done

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Don’t create too many audiences.
You’ll run out of content and into confusion.

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Treat personalized experiences as hypotheses.
They should be carefully crafted and measured.

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Do personalization because it’s valuable.
Not just because you can.

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Measure
Content
The
Location
Context
Behavior
Demographic
Use the blocks to build
experiences that dazzle!

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Thank you!
@caraharshman
www.caraharshman.me
hello@caraharshman.me