Segment. Personalize. Optimize - by Chris Goward

© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome
Segment, Personalize, Optimize
Unlock your brand's growth potential with a winning
process

Before we get started. . .
• This presentation deck and recording will be
available to you after the webinar
• Use the General Chat panel to ask questions
or make comments in real time
• Stay to the end for the chance to win a free
digital copy of You Should Test That! Type question here

• Developed the LIFT Model®, PIE Framework, and Infinity
Optimization Process™
• Keynotes at conferences and seminars around the world
• Author of You Should Test That! (Get a free chapter at:
YouShouldTestThat.com)
Chris Goward, Founder & CEO, WiderFunnel
Charles Brun, Channel Director, Dynamic Yield
• Handles Dynamic Yield’s partnerships for all of North America
• Started a leading e-commerce conference in Canada
• Works with some of the top brands in retail to assist with
personalization and optimization

Tweet to: @chrisgoward #Awesome
ABOUT DYNAMIC YIELD
Dynamic Yield helps marketers increase revenue by personalizing each
customer interaction across web, mobile web, mobile apps and email.

THE DYNAMIC YIELD FAMILY

TRUSTED BY THE WORLD’S LEADING COMMERCE
BRANDS

AND ACROSS MULTIPLE INDUSTRIES

DATA AND ACTIVATION IN A SINGLE PLATFORM
DATA
ACTIVATIO
N

Tweet to: @chrisgoward #Awesome1981

• 30+ optimization experts with clients globally
• The best optimization process, experts and results

What’s the best button color?

What’s the average conversion rate in my
industry?

Average conversion rates are meaningless.
Switzerland on average is flat.

The marketing customization spectrum
Mass Segmentation Personalization

Relevance: This social proof is
not specific to their location.

A
B

A
B
 5.4%

Personalization ideas are hypotheses
until they’re tested

State segmented results range:
-60% to +70%

+7.34% Revenue Lift

The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
Anxiety
Distraction
Relevance
Clarity
Urgency

Personalization helps solve a Relevance
problem

But personalization programs often fail.

• Ad hoc implementation of off-the-shelf
features
• Lack of rigorous A/B testing process
• Poor customer insights
• Uncoordinated and inexperienced teams
• Lack of resources to sustain multiplying
variables
Why do personalization programs fail?

Expert
optimization
team
Proven
optimization
process
Meaningful
customer
insights
The three success factors

What makes a great
optimization process?

Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
FuzzyYang
Yin

The best optimization process
delivers inspiration and proof.

Infinity Optimization Process

Explore
Views data through the
lens of the customer
experience.

Explore

Start with existing knowledge
about the business context

Who you’re talking to
Personas
Product interest
Buyer journey stage
Seasonality
Influencers / decision-makers
How you identify them
Search terms
Ad campaigns & offers
Geographic IP
Behavioural triggers
Retargeting cookies
CRM customer value
Personalization
Opportunities

Advanced personalization
moves beyond existing knowledge

Existing Knowledge Insights
New Research Insights
Automation
TestandvalidateEmbed

Three types of personalization insights in your
data
1. Self-selected
How can I gather information directly from my users?
2. Deductive
How can general theories apply to this situation?
3. Inductive
Which behaviours show patterns and general insights?

Self-Selection Personalization:
Ask your prospects to tell you about themselves.
Then, test the best marketing approach for each segment.

I have early stage disease.
I have late stage disease.
I manage the disease while working.
I am a physician treating the disease.
I work at a hospital treating the disease.
Healthcare
Company

You Should Test:
1. What are the best segments?
2. What are the best offers for each
segment?
Healthcare
Company

Result:
A series of A/B tests that
more than doubled their lead gen conversion rate

Deductive Research:
Find a persuasion principle that may apply and
test whether it works in this situation.

Self-consistency Bias
We like to keep consistent with what
we think, say and do, and will change
to ensure this is so.
- Cialdini, Influence.
(2006)

Cognitive Dissonance
A mental stress experienced when a
person holds contradictory beliefs, or
acts in contradiction to existing
beliefs.
- Leon Festinger
(1957)

Conversion Rate: +1.97%
Average donation value: +3.07%
Revenue per visitor: +5.10%

14% of visitors
68% of donors
86% of visitors
32% of donors
Selected
“Regular Donor”
Selected
“Occasional Donor”
Selected
“First Time Donor”
Non-Responders

Now, we’re building on these insights to
deliver Personalized data-informed
experiences.

Where do these ideas come from?
The Explore process generates
an unending stream of them.

Inductive Research:
Analyze segments within your test results
for personalization insights.

• Disaster relief
organization
• Entering tax donation
season
Goals
• Lift donation conversion
rate and average
donation value
How?

Relevance: Headline does not mention
“donation”
Clarity: Eye flow is disjointed with mis-aligned
content
Clarity: Start of form is pushed down the page
Value Proposition: Lowest donation amount
pre-selected
Clarity: 2-column form
Clarity: cc number and billing information are
separated
Anxiety: Many fields shown at once
Value Proposition: No testimonials for
credibility
Clarity: No hover state on the CTA

Variation A – Long Copy

Variation B – Form Focused

Variation C – Momentum

Which one won?
A
B
C

Overall winner
 12.4% Donation
Revenue Lift

During Typhoon Haiyan Crisis
X
 15.7%
Donation Decrease

Validate
Confirms and creates
new insights using
rigorous A/B testing.

Validate
Results analysis for
insights is extremely
important.

For ‘Search Campaign’ Segment
 10.6% Donation
Revenue Lift

For ‘Search Campaign’ Segment During the Crisis
 42.1% Donation
Revenue Lift

Learn how to build the best personalization strategy
Get the new 45-page guide
“Mastering Personalization”
Send an email to:
iwant@WiderFunnel.com
Subject: Personalization Guide
Please!

Profitable ‘A-ha!’ moments everyday.™

Segment. Personalize. Optimize - by Chris Goward

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