Use Personalized Content to Drive Conversions
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This document discusses how personalized content can increase conversions by improving the customer experience. It provides examples of companies that use personalized content like Stitch Fix and Spotify. The benefits of personalized content include increasing engagement, conversions, and lead generation. Success is measured through metrics like conversion rates, time on site, revenue, and page views. The document outlines different types of personalization like relevance personalization, customer journey personalization, and CRM-driven personalization. It provides guidance on how to start a personalization strategy by focusing on a small audience, mapping the customer journey, and testing tools.
Use Personalized Content to Drive Conversions
- 1. Yes, It’s Personal!How personalized content increases conversions Kat Liendgens, Hannon Hill @katliendgens
- 3. What we’ll cover • What is personalized content? • Where is it used? • What are the benefits? • How is success measured? • What are the different types of personalization? • How to start
- 4. Real time customization of your site for your visitors’ individual needs, with the goal of guiding them through the conversion funnel as smoothly as possible What is personalized content?
- 5. Where is it used?
- 6. What are the benefits? Increase visitor engagement Improve customer experience Increase conversion rates Increase lead generation
- 7. It’s everywhere Stitch Fix Spotify
- 8. How is success measured? Changes in conversion Time on site Revenue Page views
- 9. Does It Work? 80%Of B2B marketers rated personalized content as ‘more effective’ or ‘much more effective’ than generic marketing collateral.
- 10. Does It Work? 98% of marketers agree: personalization advances relationships 88% realized a measurable increase in results
- 11. Can personalized content work in higher ed? 58% of admissions counselors reported that they failed to meet their admissions goals for the 2015-2016 cycle More than 30% of students applied to 7 or more schools More than 54% of applicants visited your website more than 5 times
- 12. How does it work? 1. Organize content by personas 2. Link content to triggers 3. Push relevant info 4. Deliver content 5. Track results 6. Wash. Rinse. Repeat. Organize content Link content to triggers Push relevant content Deliver content Track results
- 13. Like Amazon, but for site content Organize content Link content to triggers Push relevant content Deliver content Track results These things are alike People that look at those things, are also interested in this Push for relevant content Content delivery It works!
- 14. Triggers Page views Visits Search terms Geolocation Device
- 15. What are the different types of personalization? Relevance Personalization Customer Journey Personalization CRM-Driven Personalization
- 16. Relevance Personalization Related programs Related content Geographic areas
- 17. Customer Journey Personalization Promote next steps Checklists Preferences
- 18. CRM Driven Personalization Request payment Connect with counselors Show bonus content
- 19. How to start Start small Find an audience Chart the journey Decide which tools can support the campaign Example: Audience: Prospective students Journey: College fair website homepage department page financial aid admissions page application page prospective student portal Tools: CMS, Marketing Automation Platforms, Email Marketing Platform Run tests, then expand
- 20. Tools to use DIY: create your own system or combination of systems to facilitate the effort CMS: create process to deliver content to visitors based on their interests, geographic location, or actions Specialized personalization tools: new products are available to facilitate personalized digital experiences.
- 21. Recap • Personalized content is here • Strategy yields success • How: – Personas > Custom Content > Delivery > Measurement • Personalization types: – Relevance – Journey – CRM Personalization • Start small & scale up
- 22. If you liked this, you’ll love these other titles from Hannon Hill Measuring content effectiveness Integrated content strategy 5 ways AI is Transforming Digital Marketing Read it now! Read it now! Read it now!
- 24. Resources https://conversionxl.com/blog/web-personalization/ https://contently.com/strategist/2017/03/31/personalization-changing-content-marketing/ https://www.forbes.com/sites/shephyken/2017/05/13/recommended-just-for-you-the-power- of-personalization/#166314de6087 http://www.evergage.com/blog/13-personalization-tactics-for-higher-education/ http://www.ecityinteractive.com/blog/website-personalization-higher-education/ http://www.convinceandconvert.com/content-marketing/targeted-content-the-holy-grail-of- content-marketing/ https://blog.kissmetrics.com/online-personalization/ https://www.hannonhill.com/resources/blog/2015/targeted-content-what-is-it-and-why- should-it-matter-to-you.html http://marketingland.com/ux-personalization-tools-168457 https://www.widerfunnel.com/personalization-strategy/ https://www.oho.com/blog/5-ways-website-personalization-can-solve-college-enrollment https://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
Editor's Notes
- #3: Video Source: https://www.youtube.com/watch?v=7bXJ_obaiYQ
- #5: http://crosschannelconnection.com/2015/07/13/19-things-cmos-should-know-about-personalization/
- #6: https://conversionxl.com/blog/web-personalization/
- #7: https://conversionxl.com/blog/web-personalization/
- #9: https://conversionxl.com/blog/web-personalization/
- #10: https://cdn2.hubspot.net/hubfs/253739/DemandMetric_Content_Personalization_Benchmark_Study_Report_Final.pdf?t=1476185057935
- #11: https://www.forbes.com/sites/shephyken/2017/05/13/recommended-just-for-you-the-power-of-personalization/#166314de6087
- #12: https://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
- #14: https://woocommerce.com/products/recommendation-engine/ https://www.statista.com/chart/7994/cloud-market-share/
- #16: http://www.evergage.com/blog/13-personalization-tactics-for-higher-education/
- #17: http://www.evergage.com/blog/13-personalization-tactics-for-higher-education/ https://www.tccd.edu/
- #18: http://www.evergage.com/blog/13-personalization-tactics-for-higher-education/ https://www.chapman.edu/
- #19: http://www.evergage.com/blog/13-personalization-tactics-for-higher-education/ https://www.messiah.edu/
- #23: Visit: www.hannonhill.com/resources for more great content.