Post by account_disabled on Feb 26, 2024 21:52:50 GMT -8
The black box by sharing firsthand experience personalizing Optimizely.com. In my time on the marketing team there we redesigned the homepage. We went from one average best homepage to different versions of the homepage uniquely personalized to different visitors. Lets talk about why we did it what we did and how it all performed because of course we measured it. The average best version of our homepage. Homepage personalized for visitors from Target. Homepage personalized for visitors from the travel industry. Homepage personalized for visitors browsing optimizely.com late night.
Homepage personalized for visitors from Microsoft. We did this campaign Kazakhstan Phone Number using Optimizelys personalization product. Why invest in website personalization We redesigned and personalized the homepage for three reasons To get closer to a global maximum. We had reached a local maximum on our current site. After four years of iteration and conversion optimization we had achieved the best possible version of the existing design. New AB tests on the page returned insignificant results. We had to design a radically different site to get closer to the global maximum with higher conversion rates and engagement. In other words we were climbing a mountain and had reached a small hill but our goal was to summit the peak. To increase lead quality.
Our existing homepage was filling the sales funnel with lots of notsogreat leads. Often people wound up in a conversation with a saleshuman who was not sufficiently educated about what Optimizely had to offer. Not a good situation for the lead or the saleshuman. We had to redesign the experience so that folks understood our value. To support accountbased marketing ABM. ABM is an approach to marketing and selling that deliberately aligns sales and marketing around a list of important accounts and delivers targeted campaigns to engage those accounts. The goal is to be highly intentional with who you sell to and nurturing those interactions with personalized content. to drive engagement with our target accounts. What to personalize.
Homepage personalized for visitors from Microsoft. We did this campaign Kazakhstan Phone Number using Optimizelys personalization product. Why invest in website personalization We redesigned and personalized the homepage for three reasons To get closer to a global maximum. We had reached a local maximum on our current site. After four years of iteration and conversion optimization we had achieved the best possible version of the existing design. New AB tests on the page returned insignificant results. We had to design a radically different site to get closer to the global maximum with higher conversion rates and engagement. In other words we were climbing a mountain and had reached a small hill but our goal was to summit the peak. To increase lead quality.
Our existing homepage was filling the sales funnel with lots of notsogreat leads. Often people wound up in a conversation with a saleshuman who was not sufficiently educated about what Optimizely had to offer. Not a good situation for the lead or the saleshuman. We had to redesign the experience so that folks understood our value. To support accountbased marketing ABM. ABM is an approach to marketing and selling that deliberately aligns sales and marketing around a list of important accounts and delivers targeted campaigns to engage those accounts. The goal is to be highly intentional with who you sell to and nurturing those interactions with personalized content. to drive engagement with our target accounts. What to personalize.