- Embrace the concept of conversion rate optimization (CRO): Understand the importance of CRO in improving your website's performance and getting the most return on investment from your advertising budget. CRO focuses on increasing the percentage of users who take the desired call to action on your website.
- Focus on personalization: Personalization is a way to boost your CRO campaigns and strategies by using what you know about your customers and visitors to educate them on your product when they are in the conversion mindset. This helps create a more tailored and engaging experience for your users.
- Continuously learn and adapt: CRO and personalization are complex and ever-evolving fields. Stay up-to-date with the latest trends, tools, and techniques to ensure your strategies remain effective and relevant.
- Leverage neuromarketing and persuasive psychology: Understand the principles of neuromarketing and persuasive psychology to create more compelling and persuasive content that resonates with your target audience and encourages them to take the desired action.
- Monitor and analyze user behavior: Use tools like Google Analytics to track user behavior on your website and identify areas for improvement. This will help you make data-driven decisions and optimize your personalization efforts for better results.
Summary of the session
The webinar, hosted by Shilpa, a marketing manager at VWO, featured guest speaker Miles Hoogwerf from High Digital. Miles, a conversion scientist, optimization artist, and content creator from Cape Town, shared his insights on conversion optimization, landing page design, and UX reviews.
Miles introduced the concept of conversion optimization, explaining its origins in the early 2000s as a means for e-commerce stores to improve their online forms and user experience. He emphasized that conversion optimization is about increasing the percentage of website visitors who take the desired call to action. He acknowledged the complexity of the process, noting that it involves aspects of user experience, landing page design, neuromarketing, and persuasive psychology.
The highlight of the webinar was the discussion on personalization. Miles described it as a way to enhance conversion optimization campaigns and strategies. He explained that personalization involves using knowledge about customers and visitors to educate them about the product when they are in a conversion mindset. He also discussed the various filters and personalization options available in VWO, encouraging attendees to explore and experiment with these features.
The webinar concluded with a Q&A session, where Miles addressed questions from the audience. One attendee from the Netherlands asked about implementing personalization in an insurance company context. Miles advised starting with a clear understanding of why personalization is needed, using analytics tools to identify potential leaks and opportunities, and understanding user behavior on the page. He also suggested using VWO for personalization, even without a specific CMS.
Shelpa reminded attendees to provide feedback on the session and to reach out to Miles for further queries. She also mentioned VWO’s newly launched personalization platform, VWO Personalize, for attendees to check out.
Top questions asked by the audience
How does personalization impact SEO?Personalization contributes to a more relevant and personable customer experience, which can increase the performance of your website and attract more visitors from organic search or targeted ad campa ...igns. By getting the right visitors on your site, you can reduce bounce rate and improve other metrics, which can ultimately boost your SEO ranking over time.
What are some powerful tools for testing and experimentation in personalization?VWO is a highly recommended platform for testing and experimentation in personalization. It is forward-thinking and designed to help optimizers create amazing experiences for their visitors. By unders ...tanding your target user persona and using VWO's software, you can effectively personalize your website and landing pages for better results.
How can we ensure that we are accurately measuring the performance of our personalization efforts?It's important to lock down key performance indicators (KPIs) and track everything you can. Implement tools like Google Tag Manager to ensure data is pulled through to your analytics tool, making your ... time working with VWO's software more efficient. Collect the right mix of interesting, engaging, and relevant content, and build your ideal customer profile to better understand the impact of your personalization efforts.
How important is it to understand our target user persona for personalization?Understanding your target user persona is crucial for personalization. Knowing who you want to become a customer and why you want them to stay with your business for a long time will help you create m ...ore relevant and engaging experiences. Understanding personalization and how it works will be much more valuable if you know exactly what your ideal customer profile looks like.
Disclaimer- Please be aware that the content below is computer-generated, so kindly disregard any potential errors or shortcomings.
So As you can see, we have our guest already who I see a lot of people might know. Or if you don’t, you will know him after this presentation because he has a lot of insights to share with you guys.
Welcome miles who work from High Digital. He is a conversion scientist, optimization artist, and a content creator from Cape Town.
Having some wonderful experience in conversion optimization, landing page, design, and UX reviews. Hi, Myers. How are you? Hey, guys. Just wanna say hi. And, yeah, thanks everyone for joining. Thanks for that awesome intro, Shulpe.
Very excited to be here and to take you guys through some really cool interesting ideas, and the the CRO recipe for next generation websites? Yes. Before we begin, I hope audience can hear you well.
Dice, please let us know if you have you if you are not able to hear you can write it on the question panel or the chat options. Okay. I believe they are none. So before we begin, just a little how keeping announcements.
Everyone, if you have any questions during the presentation, please type them in question box of your go to webinars control panel, and I’ll bring them up during the presentation.
And we will also have some time for the questions at the end.
Now, any further ado, I’ll give over the mic 2 miles Please continue. Fantastic. Awesome. So, yeah, for those of you who don’t know, conversion optimization is is a fairly new and up and coming topic around the world.
Know that where where I’m from in in South Africa. It’s it’s not super popular right now. It’s sort of in its infancy stage.
But in, you know, Europe and the Americas and and and eastern the sort of eastern side of the world, it’s definitely becoming a a much more popular concept and and essentially a a way to get the most return on investment from your advertising budget.
And so, essentially, it was sort of born in the early 2 thousands from a need for e commerce stores to improve their online performance, essentially get more add to cards, make that user experience, and use customer journey as seamless and smooth as possible.
So it is CRO is the process of increasing the percentage of users or website visitors to take the desired call to action that you want them to take.
Initially, this might seem like a fairly simple task but as you head further and further down the rabbit hole, you’ll realize how complicated and complex it really is.
You know, my my experience with conversion optimization just 1 of those things where you just have to learn as much as you go and and, you know, some sometimes the teacher, always the student.
But, basically, from a user experience and landing page design perspective all the way through to neurom marketing and persuasive psychology.
It’s a much broader concept and and topic than it seems at face value. And personalization, specifically, is where things get really excited.
It’s essentially a way of boosting and upgrading your already conversion optimization campaigns and strategies and really just trying to boost that conversion rate as much as you can alongside your AB testing and your experimentation.
So sort of in summary, it’s personalization is the art of using what you know about your customers, about your your visitors and your users to educate them on your product when they’re in that conversion mindset.
I think that’s mainly the the real tricky part of our office is to know when they are in that conversion mindset and to try to presuade as much as possible to arrive at that conversion mindset.
And and by pre suede, I mean, taking your your customers or your users on a journey without them even realizing it to bump persuade an an inference then to be in that conversion mindset when you need them to be.
So, essentially, we’re we’re trying to show our our users and our customers what they need to see and when they need to see it.
But even better than that, showing potential customers what you need them to see when you need them to see it.
So when you need them to click on a specific button and and take the desired action that will make your business your company more money, and it hopefully, putting your your company in a position where you you’re returning your website into a significant stream of revenue for the business.
So I like to say that CRO is the keystone of your e commerce or SaaS business, but personal personalization is the keystone of boosting a CRO performance.
So what does personalization in the context of conversion optimization really mean in and why it’s, you know, the the all the rage these days.
So I wanna tell you a bit about an experience that I had recently, which I think would would hopefully put this into a really good context.
I for those that don’t know me, I consider myself a a chef in most kitchens, and I love to follow cooking shows on Netflix.
And 1 of my favorite shows recently, and I’m not sure if you get it in in the markets where you’re you’re all from, but it’s called somebody feed fill.
And, basically, it’s a well known American producer writer, executive called Philip Rosenthal. And he basically travels the world in those various cities and towns and more specifically well known restaurants in those places.
And he just goes and he tries food, and he’s this really interesting, quirky guy, and he’s really amusing to watch. But he when he was an island in in 1 of his specific shows, he went to an ice cream store called Murphy’s ice cream.
And earlier this year, when my fiancee and I were were touring southern island, we went to the the West Coast of Ireland to a little town little fishing town called Dingle.
And Dingle is where Murphy’s ice cream was created. It’s where where it all started.
So naturally, we had to go and check out this little ice cream store. So my fiance and I walked into the store, and before we had even had a chance to perused the menu. We had AAA lovely Irish employee come up to us and greet us.
And being from South Africa, where the market, you know, for sort of brick and mortar stores is slightly different where, you know, as soon as you walk in, you’ll get pitched a product or you’ll try to get absolve in something or whatever it might be.
She simply just greeted us and she asked us how we are.
And where we’re from. And we were a bit taken aback and we thought it was quite strange. You know, what’s what’s sort of going on here? But at no point in that conversation, did she try to sell us the ice cream?
She, you know, found out more about us and ask us more about, you know, being from South Africa, what Cape Town is like, are us how long we were in the island for and what we were getting up to.
And then even made a few recommendations and suggestions as to some sites that we should go and see in some activities we should we should do.
So I remember saying to my fiance at the time, this is this is a super interesting experience.
And and obviously, that yeah, southern Irish accent is is so nice to hear that we were pretty surprised that she hadn’t, you know, tried to sell us anything.
Anyway, so we we we bought some ice cream and, you know, we we we tasted it, and the product itself was amazing. But we then couldn’t help coming back the next day.
And when we when we came back to Murphy’s the next day, the same employee was there, greeted us by name, and assets, you know, how, you know, how our trip is going, assets if we had been to this fish and chip place that she recommended.
And, basically, we had this even more personalized tailored experience. So then, we ended up going back a third day.
And after we walked into the store, she recognized us for a third time, and she said, you know, we’ve just we’ve just brought out a fresh batch of the Irish brown bread flavor, and we, you know, you you guys have to try and be like, we know you love this specific flavor.
But also we would love for you to try out our frozen yogurts, you know?
So I live there, you know, having bought more ice cream each, but also being crosssold or upsold to buying frozen yogurt. So, essentially, what we’re saying here is that is it personal personalization in its simplest form.
You know? They’ve used tactics and, you know, they’re sort of brick and mortar, install analytics to figure out the best way to sell people on their ice cream without directly selling their ice cream.
So I just thought that, you know, I I couldn’t help think about the story, and I remember coming back from from Ireland, how many friends and family I told of this experience.
So they’re then getting that sort of free word-of-mouth marketing by not spending a cent.
So for me, that relates so much to what personalized it personalization is in the con concept of of conversion optimization and, you know, what it can really mean for for your your CRO can pains in implementing CRO across your your website.
So there’s 3 sort of main ideas that I wanted to to present today and take you guys through, which I think, you know, would be really relevant in the digital space.
So the first is is to store. It’s understanding your users, understanding your visitors. You know, when people arrive on your site or they see your ad, you need to try to understand them in a way that your competitors don’t.
So what do you want them to see and when do you want them to see what you want to see. And then the next concept is is your product.
How are you gonna communicate your product in the best way that makes the most sense? So speaking to you know, the ice cream itself or whatever your product might be on your website that you that you’re pitching.
How do you personalize that website experience for every user. And that that I think is a is a really unique idea because back in the day, you know, people companies used to lean so much on aesthetic for their website.
But these days, to have a fairly good looking site, it’s it’s useful, but the site needs to be functional, and it needs to sell sell itself to every type of visitor.
And that concept is really hard to get right, but we’ll touch a little bit more on that just now. And then the third the third concept is that that cross sell or upsell.
How do you then, you know, retarget them or or or show them an an ad 1 more time or or show them a landing page or a website that has evolved in a way that is pitching them exactly what they’re potentially looking for, especially if they are an existing customer.
So in the case of an e commerce store, if they’ve already bought your your Nike sneakers, but now you wanna upsell them on the Nike tracksuit.
And, you know, how do you how do you know how to go about doing that. So breaking it down slightly further, we I wanted to look at host click on page and post conversion experiences today.
So, you know, based based on what I’ve what I’ve just touched on, but your post click is how do you combine your your your ad campaigns altogether, and guide them in a direction that is gonna move the the user after they’ve clicked on the ad itself to the to on on the page itself that is has been tailor made and is entirely bespoke for that specific user, the experience that you want them to have with your website.
And then, lastly, what is your post click experience like?
You know, what is your or rather post conversion once they’ve, you know, either already bought the sneakers, or they’ve already signed up to your platform, what are you then gonna how are you then gonna upsell them and and, you know, increase that lifetime value of that customer.
Make sure that they’re a loyal customer that speaks highly of your company, highly of your brand, and essentially will stay with you and your business for the longest time.
And so these are the 3 main ideas that I that that I wanna focus on with respect to the personalization experience. I think, Dolpa, do we have a a pole that we wanna run quickly?
So we’re gonna be running a couple of polls during the course of this webinar, and I think it would be awesome if if you were just, you know, jumping and engage with the polls and and they’re they’re multiple choice, and there’s there are 2 answers for each.
Obviously, 1 is not the right answer. 1 is definitely the right answer. So we’ll run these polls for a couple minutes at a time.
And, basically, in a in a in a very simple way, it’s it’s almost a little bit of a b testing to see, you know, what the what the knowledge is amongst amongst the the viewers today and, you know, just to be able to engage with this at a later time.
So does personalization have an impact on SEO rankings?
I think that’s a really interesting question that I’ve seen and and experienced a lot of, you know, with my experience with conversion optimization, and But answer may not be as simple as simple as it as as it might seem, but it is a really, really interesting question to look at.
So let’s move on to the next slide. So first, I’m gonna jump into this post click experience and look at, you know, combining the Yeah.
So that’s just just looking at the poll deck going back to the poll, that’s really interesting because personalization contributes to a more relevant customer experience overall and essentially boost the performance of your website.
By reducing the bank bounce rates and increasing engagement. So it does have an impact on SEO rankings, but in a positive way. Which is really important to note as well.
And so just moving back to the slides here, looking at your post check experience. So essentially, what we’re seeing is you are gonna have multiple different campaigns running at at any given time.
And in this particular example, we’re gonna refer just to you know, so Google search campaigns, and you are sending a whole lot of your traffic to 1 specific page itself.
So What we’re saying here is what is what is that experience like and what is that continuity like?
So when when the visitor sees this specific ad, and then clicks on on the ad. Are you being mindful of that experience being seamless from, you know, clicking on the ad through to the specific page that they’re they’re gonna land on.
How do you make that experience as seamless as possible and make sure that know, the headline that they see on the ad is gonna be the headline that they see in the first container on the landing page.
And then, you know, you can start going a little bit further and start thinking about things like, are we showing all all of these different ad groups the same call to action button?
Are we showing them the same user reviews that we have on our on our on our landing page? And are we showing them the same type of subhead copy?
As we scroll further than that, are we showing them the same emotive hierarchy throughout the landing page? Are we communicating our unique selling propositions and and everything else as they scroll further down the page.
And if we if we are showing everybody that you know, why are we doing that? And and how do we think about personalizing that? Making making it that every single ad group sees a different landing page.
So what we’re saying is that by personalizing, you know, dropping a script on your landing page on your on your website, and putting, you know, building your website in a way that or building this personalization campaign in a way that you’re able to personalize this landing page and change it and manipulate it based on the research that you’ve done and the ad groups that you have.
And then, essentially, what you’re doing is you’re building 1 landing page, but there’s hundreds and thousands of different versions of that landing page potentially.
So you’re saving all of these all of this traffic to through 1 landing page, but everybody’s seen something completely different. So you can see in the in the example on the right hand side we’ve got entirely different headlines there.
So each headline is is completely different and communicating a very different message depending on who the individual is that’s that’s clicked on it, and and what we want then, what we want that experience to be for them.
So you can see in in in this example as well, what we’re trying to do here is we’re trying to build relevancy.
And by building relevancy by you know, creating that that seamless integrated experience, we’re getting the trust up as much as possible.
So over time, we’re building trust with our visitors, with our users, and they are seeing sort of high quality experience from the landing pages, from from from the ad that we’re running they’re clicking on the ads that are arriving on the scenario page, it’s communicating the same message, and they’re starting out to sort of you know, be persuaded in their mind that thinking, okay, these guys are are pretty up to scratch with with the sort of experience that I’m having and the landing page that I’ve arrived on based on the ad that I clicked on because that had connected with me, and it made sense to me.
Now this landing page is is doing that even more so because I’m scrolling through it, and I’m reading more, and I’m, you know, I’ve obviously been targeted really well. Which is which is a a really awesome experience that users to have.
So what what what we’re you’re doing is is as you know, we’re using these UTMs, and depending on, you know, the ad campaign that they come from, if if it’s Google Search or if it’s Facebook, and, you know, that new team is getting trapped in the URL, and we it’s, you know, pulling through to this landing page that’s been, you know, designed to show a different headline, a more personalized headline.
You know, on the left hand side, we’ve we’ve got, you know, we may be targeting a specific type of user persona that’s you know, running a team, and they need this tool to to manage their team.
So we’re using team in the copy, and we’re communicating specifically with them On the right hand side, you know, we’re we’re possibly targeting a user that is needs this tool just for themselves.
And they just, you know, they they they might be running a consultancy business or doing contractual work from time to time just for them. So we are now targeting that specific user.
So you can see how, you know, by just simply changing the headline and and minor details on these pages, we can target completely different people in a much more focused in a much more focused way.
So, you know, moving over to the the on page experience itself and and, you know, how we wanna build these these ICPs, you know, these ideal customer profiles.
And there’s an amazing tool called Clearbits, and you guys will definitely check it out. Super powerful tool. Basically allows you to build these ICPCs, these ideal customer profiles with from a whole range of different information.
So they’ve got thousands of data points that they drop all over the place, and they they essentially pull all of these data the data points into 1 place.
To build this ideal customer profile, and you’re able to use that ICP connected and integrated with with your own IP, and then, again, targets even more granularly or specifically with your ad campaigns, with your landing pages.
And tailor make these landing pages to your specific ICPs. So, you know, pulling them through basically showing them a range.
Again, you you you’re essentially building the structure of 1 landing page itself, but you’re able to send out hundreds of different variations of these pages to thousands of different users and visitors so that you’re able to really just focus these campaigns so much more in a way that you would never, you know, have been able to do before.
So incrementally over over time, you’d you’d slowly just bumping that conversion rate up, getting more clicks because all of these pages, all of these places that your users to visitors are arriving, are places that make, you know, sense to them.
It it it it the messaging connects with them. I think, Shilpa, let’s maybe jump into 1 of those other polls. I think the next poll is about CRO personalization.
And don’t forget to drop in any questions, guys. If you if you have any, feel free. So this is a really interesting question. Checking all the egg, which comes first, CRO, personalization.
This is, you know, just thinking of you know, as I mentioned earlier, CRO was was it’s a fairly new concept, but personalization is something that we’ve, you know, start to play around with a lot more, but what we’re trying to get out here is which 1 complements the other, and do you need 1 do you need both of them together or you can, you just run 1 at at at at a time?
Yeah. So, you know, that that that pulse is pretty accurate.
So, essentially, you must be running conversion optimization, and this is something that we communicate with potential clients all the time is that It’s just it’s it’s not something that you should only do for your marketing campaigns, but it should seamlessly integrate, you know, with your existing marketing campaigns.
What we’re saying is that don’t run it by itself because it’s it’s not gonna it’s not gonna do what it needs to do.
CRO needs to connect with your your PPC campaigns. It needs to connect with your full user experience and user journey on your website and your landing pages.
And then by slapping personalization on top of that, you are really just, you know, gonna boost that ROI as much as you possibly can until, you know, you can start, you know, guiding the blame a little bit more to maybe the design.
It’s sort of the creative that their their work is not good enough.
But as long as you’ve got an amazing personalization campaign running on top of your your conversion optimization, you’ll definitely be in the best possible place to to really get great results.
So you can see, you know, in this particular case here, we had a conversion rate of of 5.
6 percent, but it’s by, you know, implementing clear bit and understanding, you know, these b to b firmer graphics, being able to speak to the right people at the right time, we were able to more than double that conversion rate, and, you know, that’s, you know, proof in the pudding.
It just goes to show that connecting with these people showing them what you need them to see when you need them to see it, is really how you’re just gonna, you know, take advantage of that ad spend and be able to, you know, go back to the clients and say, like, guys, our reports are looking amazing.
And, hopefully, over time, get get more more budgets for their campaigns. So something else that’s really, really interesting and it’s amazing how we’ve seen users or or visitors really connect with location based targeting.
Is that instead of using that sort of generic headline, generic copy by targeting you know, the user specifically where they’re based, e even as granularly as the city they’re from, in the headline itself, you can connect with them and you can say, instead of saying reach millions of buyers, rent the sellers, you know, if in the case of a of a property company, you can now say reach millions of Australian buyers or renters or vendors.
So by by targeting that specific area, what you’re doing is you’re connecting with that emotive feeling in the visitor because now they feel as if they, you know, being show showing content that connects with them and that’s, you know, means something to them because this is where they’re from.
This is, you know, their home. This is This is amazing for them to see that they’ve clicked on an ad, and it’s taken them through to page that knows exactly where they’re from.
So definitely with with, you know, running location based targeting as well and and making sure that your your landing pages are are optimize specifically for where your visitors are from.
So, you know, we we’re looking at these these ideal customer profiles.
We’re looking at these, all of the various different characteristics from job role, job title, job function, we’re able to, you know, tailor, make the messaging and connect them with that.
Now to sort of location based targeting, you can see how over time your your conversions are just gonna really skyrocket and and and do exactly what you need them to do.
In this particular case, we were able to get that conversion rate up from, what did we say, 4 and a half to to 7.
2 percent, which is you know, depending on the the size of the deal itself, which in in in the case of this client is is really big.
If you if you have a if you’re working with a big deal size, and, you know, every every conversion optimizes the dream is to have as many website visitors as possible because the smallest you know, incremental changes that you make.
And the by running only a couple of personalization campaigns, you can really generate some amazing results So, you know, in the case of, you know, almost doubling that conversion rate with a big deal size, you you’re really gonna see some awesome results.
So now lastly, we’re we’re sort of moving on to this this post conversion.
And this ideal yeah. A customer profile and we’re sort of closing that all in. And what we’re saying now is you can convert your existing pipeline into your secret up upsell weapon.
So by integrating this ICP, this customer profile, with your CRM tool, and by means of API, you must you can then essentially have used all of this existing information that you have to have this entirely personalized bespoke tailor made experience through connecting with these ad groups and these ICPs, and they’re seeing all of these different experiences, especially if there are returning visitors or existing customers.
So you now know that by showing an existing customer orders, turning visitor, the information that is gonna cross sell them or up sell them on your site.
There is just, you know, more than double a chance that they’re actually going to then become a customer again. Or, you know, become a new customer if they’re just a returning visitor.
So by by integrating your CRM directly, you are really now sort of you know, leaning on that perfect recipe based on the personalization campaign that you’ve just run to now the sort of cherry on top of the cake which is using the existing data that you have in your CRM to really focus and target these these visitors.
And it’s amazing to to find, you know, we see it fairly often, but there’s so much information in analytical tools that is not being used at all.
So, you know, what we’re saying is, you know, dive into your your analytics, see see what your customer profiles are looking like and figure out amazing, exciting ways that you can, you know, target these people that are already in your system.
So, you know, by using, you know, the site search tool is is something that’s like really, really popular.
There’s so much information in in the site search and analytical data in an analytics platform based on what people are just searching for on your on your site.
If you do have that functionality, dive into that, go and check it out, see what people are searching for, you know, you know, whatever whatever it might be, if it’s if it’s a specific soap that you’re selling or a sneaker or or a specific type of t shirt, and that t shirt is the most searched product on your e com store.
Why why is that not, you know, hire ranked higher up when you’re listing your products or why is it not coming through in your in your home page, really push your most popular products and your your your most popular messaging in the the, you know, header container and the subheader container.
Make sure that you’re speaking to those most popular products that that you’re you’re selling or to your most popular type of ICP visitor.
Make sure that you’re connecting with them that you’re, you know, using loosely based user personas that you have a really good idea of the type of people that are arriving on your site.
So you know, you know, what type of language to use and and how to connect with these these people.
And it’s pretty amazing, but by, you know, putting this type of recipe together What we’re saying is, you know, you can create your your your own IP, and, you know, that’s what we’ve we’ve gone and done is that we’ve built these amazing smart pages, and what we’re saying is that, you know, we drop a script on your site and we’re able to personalize and and tailor make every single page on on a on a company’s website so that it speaks specifically to an individual.
So just by, you know, building out 1 either it be a static landing page or a a page that’s part of your your your HQ site itself, and we can tailor make this entire experience for 1 type of person.
And that’s essentially, you know, what we’re saying that personalization is at the end of the day.
You’re you’re turning these experiences into these sort of smart experiences, and these pages themselves are becoming these smart pages, these dynamic text inserted pages that you’re you’re essentially showing to the the right potential customer at the right time.
So, you know, whatever type of lead that was coming through in the past is now gonna be a much higher qualified lead because that’s the right person that has seen your ad that has seen your campaign.
At the right time, you’ve persuaded them into this sort of conversion mindset and they’re ready to, you know, become a customer and, hopefully, you know, your lifetime value will be good enough, so they’ll stick with your company and, you know, speak fondly of your business for for a long time into the future.
And and then just diving into just some sort of final thoughts here.
So what we’re saying is, you know, personalization can be this really powerful tool, but it needs to be used in the right way in which you need to make sure that you work on this this this recipe that I referred to and and, you know, it’s something that, you know, takes time and personalization when you set up your immediate campaigns.
A lot of people can sorry, we’re just jumping into a poll here. So can you test the performance of your personalization campaigns?
This is something that, you know, we we need to we need to understand and and and what that means and and how to sort of report on that Because while you can be running a a personalization campaign, you know, how do you know if it is doing well, how do you know if it’s it’s actually advantageous?
And so yeah. Super interesting. Yeah. So Definitely, you can test them.
There’s various super super powerful tools. I know that VW has some awesome testing and experimentation software. You must definitely check that out, and we’ve been using them for a while now and we’ve had some amazing results.
It’s definitely 1 of my favorite tools as well, and it’s definitely, you know, b w is is a platform that’s every optimizer should be should be playing around with and and and investigating because they are, you know, ready forward thinking in this whole personalization concept and and, you know, they’re really thinking about the the best way to build the software that you can, you know, put over your your ad campaigns and and create that amazing experience for your visitors.
And then just another poll there, guys.
So yeah. We’re we’re just saying, you know, you gotta take the time to understand why you want to personalize your your your website, why you wanna personalize these landing pages, and who you’re essentially personalizing them for.
Make sure that you really understand your your target user persona.
You you really understand who exactly it is that you want to become a customer in the future, and and why you want them, you know, to stay with your your business for a long time.
So it’s important to make sure that you you you know, lock down those those key performance indicators and and make sure that you act accurately measuring the performance, track as track everything that you can, implement for tag manager, make sure that it’s pulling through to analytics tool and then it should make your time, you know, working with BWS software and absolute breeze.
So just collect the right mix of interesting engaging and relevant content tent and build that that ideal customer profile.
Because, you know, I’m understanding what personalization is and and how it works won’t be nearly as valuable as if you know exactly what that ideal customer profile is and what that looks like.
I hope that I’ve shared a little bit of my experience with you guys and and some some valuable information. And Jeff, I think we’ll take a few questions now.
Thank you, Myers. That was a very wonderful presentation. It was very insightful. I’m sure audience must have also loved it and learned a lot about it. Now let’s get on with these questions.
Again, a reminder. Please type your questions in the question box in your control panel. I actually have a question, Miles. I mean, I might have covered it, but I think I personally must must have missed it.
You know, the the question around the impact of personalization on SEO. Right? I I we really would love to listen to it again. I mean, does it have any impact on the SEO 1?
Is it making the job more difficult for the the the people who are managing this for a business? Yeah. I mean, that’s a that’s a great question. It’s it’s definitely not making the job more difficult.
I think that if your your campaigns are set up in the right way, they are, you know, only going to benefit your SEO because you’re essentially connecting with the right customer and the right people.
So you know, a personalization contributes to to a much more relevant and personable, full customer experience So it will only increase the performance of your website and hopefully get more visitors to your site, you know, from that organic search or or that’s that’s targeted ad campaign.
And as well, you know, if if you’re getting the right eyeballs on your site, if you’re getting the right visitors on your site, then they will spend more time on your site.
So you’re reducing your bounce rate as well, which will you know, slowly over time boost your ACO ranking too.
Yeah. That that’s a nice point. I mean, the other metrics horseization is impacting the in a positive manner. The bounce rate, you mentioned it correctly.
Bounds rate and pages per session. I think those other metrics, as long as those metrics are moving up into the right, I believe there is absolutely 0 sort of concern around, you know, having personalization impact on the SEO.
Yeah. And I mean, that that really answers my question. Thanks a lot. Awesome. Yeah, I see there is a question from Jeffrey Hain. Would you like to come up on stage?
I’ll unmute you, definitely. Muted, I believe. Yeah. Hi, Jeffrey. I think you’re self muted. It’s okay if you oh, the microphone is in working. Not a problem. Not a problem. Shupik can be out the question. There we go.
Can you hear me now? Question. Yeah. I can hear you. Hi, Jeffrey. On 1 of the slides, I saw a reference or a mention to unbounce, and DWO. And was just curious if we needed to use both for land based CRM and personalization.
Yeah. I mean, great question. I think, you know, for for that for actually sort of building the landing pages, unbances, you know, been around for a while, and it’s a it’s a really useful tool.
But, you know, my experience, I found that running the campaigns themselves, VW is is is amazing, and it’s, you know, got really, really powerful software in tailoring the the the the page so that you can get as many, you know, variations of these pages in front of the right people.
So I think, you know, If you want that more sort of holistic experience, VW is the way to go for sure.
But if you are, you know, starting out with an HTML builder, sometimes unbalance can be a bit sticky. But, yeah, I mean, it’s just 1 of those things where you you gotta spend spend some good time on it.
But I think, you know, as I as I mentioned earlier, VW is really super forward taking in in the type of software that they’re actually building for the sort of future optimizes because now that we’ve, you know, optimized issues in around for 20 odd years now, we’re starting to get a much stronger idea of exactly the type of software that we need to improve the user experience of of these big e com stores and these, you know, sign up SaaS businesses.
So I I, you know, I would strongly recommend BW. Yeah. So we have next question from pages lead aim.
Page lead aim. Would you like to unmute yourself to ask a question? Sure. Can you hear me? Yes. Yes. Yes. Alright. So my question here is so you gave me give us on an example of the Australian location content.
Right? So I was wondering how can we achieve that sort of dynamical within content and ads do we need to write a copy according to that or or a VW or o or some some other software is able to achieve that?
To — Yes. — look at the website — Great question. Great question. So PWA, actually, the software that allows you to targets specifically based on user location.
And so, you know, by by integrating AWS software, and running that personalization campaign, you can target, you know, the the user where they’re based.
And Yeah. We we’ve got AAA team of devs that, you know, look into that and make sure that the the tracking is is set up and all of that on that side.
But, yeah, as I say, VW’s got some really cool software. So what other kind of filters or personalization do we see within pre upload?
And yeah. It was also a good question. So if there’s there’s there’s loads, it’s gonna be 1 of those things that you mispron play around with. But, you know, there are a whole lot of things from job title, job role, to location to yeah.
I mean, there’s there’s just so many and but you are definitely worth playing around with. I’ll I’ll I’ll think that I’ll that question because that’s very, very product specific.
They just be so And since this webinar is not meant to be, you know, a product pitch. But what I’ll recommend you is, you know, we recently launched feature for your product capability called vllo personalized.
And you can just Google vllo personalized, or maybe I can put this up in the chat for everyone else to see, and you can have a look by yourself.
You know, feel free to, you know, connect with the team to understand about the software even better. Right? But just for everyone’s interest, I’ll, you know, avoid you know, pitching the beta go product.
Okay. I do check out the personalization platform that we’ve currently launched. Thanks for your questions, you just see. Yep. So I see we don’t have any further questions.
So, yeah, Have 1 more question from Wiri’s Challenger. Would you like to come up on stage and take over, please? Hello? We reached? Yes. Hello. Can you hear me? Yes. Yes. We can hear you. Alright. I am Wirsk from from Netherlands.
I’m I’m wondering I’m working at a insurance company and currently, we are not using personalization. But I was wondering how do you start with personalization. So we are running some AB test in our funnel in a product funnel.
And, yeah, we only set up AB tests. So I I’m wondering if you are using personalization what kind of tests are you then setting up and how do you come up with some hypothesis And, yeah, you know, to draw conclusions from there.
And because we are starting with it maybe you do have some advice how to start because we don’t have like a specific CMS, which where we can personalized with what you mentioned, VW0.
So I might check those options out, but is it also recommended to do that with your CMS or completely run it via VW.
Couple of questions. So sorry for that. No problem. Some great questions. Yeah. So I think that’s the the the main thing is to to know exactly why you wanna run personalization.
So it’s it’s you you what what I usually do is jump into that into our analytics tool, and I like to spend some good time on our landing page reports.
So the landing page report itself will tell me the bounce rate, it’ll tell me the exit rate.
It’ll tell me an average 6 second duration and it’ll give me a whole lot of data that I can start manipulating hypotheses with. Or rather stop building hypotheses.
So, you know, what we what I like to do I’m just thinking through all of your different questions, but what I like to do is to meticulously go through this data and see where there are potential leaks and opportunities.
So anything from a page not loading fast enough to a really high bounce rate, to a really high exit rate, why we can start form formulating these questions.
Why users bouncing from this page so quickly? Why they Why is the average sec centering duration on a specific page so so low?
Is there not enough information there? And then more to that, where are they coming from. So it’s really important to understand where your users are coming from and then what their actual experience is on the page.
And then further than that, I like to implement behavior tracking tools on the pages themselves. So then we can start seeing things like heat maps. We can see click maps, click funnels, scroll maps.
So we can see all of this live data, this real time data of how users are actually interacting with the sites itself. And once we start formulating these questions, then we can start building our hypotheses.
And then we can start saying, if we have a more influential persuasive headline on this just on our home page that says, for for really affordable high quality insurance.
I don’t know whatever it might be. Click on the button below, and we’ll call you back.
Or, you know, by changing that that headline, you can you can essentially have that hypothesis that says, by updating our headline, we will get 5 percent more clicks on that button per month.
And then you’ve got your hypotheses. So now you can start you know, figuring out how to achieve that.
And what we are what I’m essentially saying to you now is that by running this personal these personalization campaigns and connecting with specific users themselves you are able to have a much higher chance of getting them to click that button.
And then the next question that you had, I think, is, you know, have you how do you get started.
So now we’ve got we’ve got our sort of basis, you know. There’s obviously, you wanna do as much research as you can and you want your research to be really strong.
So that you know the type of messaging that you need to communicate, the type of copy that you need to use, and then you start forming who you need to communicate this messaging with.
So your ideal customer profile. Start building your ideal customer profile, is it Is it a a 22 year old that’s looking to, you know, get their first insurance company that they’re gonna stay with for the rest of their life?
Or is it somebody who just bought a car at 28 years old and wants to insure their car? So whatever whatever your ideal customer profile is, then that’s when you you turn to your preferred personalization platform.
And then you can start implementing that tool on your pages and then start running the personalized action based on your the research that you’ve done, the type of messaging that you wanna communicate and who you’re essentially targeting, what your ideal customer profile is.
I hope that answers most of your questions. Yes. It does. Thank you. Thank you very much.
Awesome. We closed the questions. Due to some time limits, we will have to wrap up the webinar. Before we go say bye, I mean, please, there is a handout available in the webinar control channel, please feel free to download it.
It is actually an ebook copy, small test big wins that includes some 10 ideas from the world’s leading brands. And I’m confident that people here who have attended the webinar must have learned a lot from this session.
Thank you so much once again, Miles, for your time, and such an effort to create wonderful presentation. Amazing. Yeah. Thanks, Michelle. Yes. Please feel free to connect with miles. His coordinates are on screen.
Thank you, everyone, for being here, and we appreciate sticking with us till the end. And being closed, let’s not do miles. Amazing guys so much. Feel free to reach out to me on on send and drop in any other questions you may have.
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