Site Personalization:
7 Easy Ways to Make Your Site Read Minds
@keywordcatcher
Bart OlsonDir. Business DevelopmentKeyword Catcher
Hello there.
..and the time of day where they are
This is how most websites handle this traffic
This is what Keyword Catcher does
This is what your site should do
Welcome to the adaptable web.
It’s all around you.
Don’t believe me?
Go search for “askew” in Google and see what happens
Analytics Are Easy to Come By
around segments
Personalize site content
Help people find what they’re looking for
Capture customer data to create segments
Actionable Analytics are Critical
feel closer to the brand
feel welcomedquickly buy online
Summary
You should grab customer intent and shift site content to match it.
Allow your site to listen and respondto customers.
Shorten the path to your goal.
The result is increased conversion and revenue.
A B
Is your site good at selling?
What makes a good salesman?
3. Give them the shortest, quickest path to filling their need
1. Ask questions 2. Find out the customer’s need
A B
Your most important salesman is your website.
Every day customers are asking your website questions,but it isn’t listening and it isn’t responding.
VIRTUAL INTERACTION
1.
Origins.com example
Search begins, Google suggests
is origins all natural
Click #1 search result Land on the home page
After 1 second delay, cognitive drift begins.
You have max 5 seconds to capture them.
Instead of this.... You get this.
Other sales-cycle questions you could address
Search begins, Google suggests
are michelin tires the best
Click #3 search result (michelinman.com)
User lands on home page
Instead of giving them this tire selector when they land....
Yes. Michelin tires are the best.
You can directly respond to a user’squestion from the search bar thatbrought them to your site.
You can trigger the best imageto address the user’s position in the salescycle when they land on your site.
Why not answer their question?
KEYWORDMIND READING
2.
Backcountry.com example
womens hiking gear
Instead of this.... You get this.
But I’m doing mostly PPC advertising, I’m not focused on Organic Search....
100% See This.
50% See This.
50% See This.
10% See This.(world’s mostvaluable real
estate)
Backcountry.com using PPC
best rainwear for women
Click #1 PPC Land on this page
Instead of this.... You get this.
Don’t make them hunt.
iphone headphones
User searches for “iphone headphones”
Click on Search link to
Skullcandy.com
Instead of this........
Keyword Catcher grabs “iphone” keyword and optimizes home page.
User searches for “middlebury spanish immersion”
Click on link to mmla.middlebury.edu
Without personalization:
With personalization:
With customized content based on user searches and online behavior, we’ve often seen online conversion rate increase by
20%
CUSTOMIZED FOR
SOCIAL MEDIA
3.
Different social media channels send you different kinds of traffic.
So why wouldn’t you change your site to cater to each of them?
PERSONALIZEDTO
REFERRAL SITES
4.
Refferal sites send vastly different types of traffic.
Why not cater to them differently on your site?
For instance. A flower shop gets visitors from:
Mortuary
College
Party Planner
Dating Site
Mommy Blog
Corporate Event PlannerHigh School
Each channel can be identified by referral sites.
Each type of visitor can get a customized experience.
around segments
Personalize site content
PERSONALIZE SITE TO
USER’S TIME OF DAY
5.
Your visitors behave differently in the morningthan they do at night.
Why not make your site adapt to their time of day?
ADAPT TO USER’S LOCATION
6.
Michelin.com example
International users are all directed to this page
Every click loses 50% of your traffic, so why not give them this?
Keyword Catcher detects user’s location and shows their country.
LanierLaw.com example
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ALWAYS BE TESTING
7.
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Multivariate split testing removes guesswork in online marketing.
Quite simply, if you’re not using it, you’re missing out onextra online revenue.
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Quick example: LexingtonLaw.com
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New message tested
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This is the message that mattered most to visitors.
This message converted bestevery time.
Hundreds of combinations and tests revealed that the original home pagealways converted better. This went against a lot of assumptions.
WINNERTRUST
What should you track?
• Conversion rate
• Bounce rate
• Exact revenue increase
• Average order value
• Items purchased
• Page views
Benefits of the 7 Mind Reading Techniques
• Conversion rate up
• Bounce rate down
• Better website stickiness
• Personalize the experience
• Less blind fishing
• Put your analytics to work quickly and easily
• Real-time. Respond to trends faster than the competition
• Test new content on specific segments of the audience
• Leverage social media data to personalize content
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