Bummer! This is just a preview. You need to be signed in with a Pro account to view the entire video.
Online Personalization that Actually Works35:01 with Cara Harshman
Personalizing your marketing may be a daunting idea right now, but after Cara breaks it down, you’ll realize why embracing it early will be transformative, highly lucrative, addicting, and not creepy.
[MUSIC] 0:00 Wow, you guys look amazing, just gotta say that, all tweeting at your computers. 0:07 We're number four global trending worldwide, MozCon hashtag. 0:12 >> Woo! >> So we're forward trending. 0:16 That's amazing, people. 0:17 Keep it up. 0:18 >> [APPLAUSE] >> Woo. 0:19 So I'm really glad that Cyrus mentioned the fact that I speak Yoruba, 0:20 because Yoruba, people from the southwestern part of Nigeria, 0:24 are amazing at personalization, in fact. 0:29 They have greetings for all different times of day, context, and 0:31 things like this. 0:35 So I wanna start off by just greeting you all in Yoruba, with the greeting for 0:36 sitting down. 0:41 Which is, [FOREIGN] So 0:42 you would all say [FOREIGN] that you heard me so, should we try it? 0:44 Can I greet you and you all say that back to me? 0:50 That would be the best thing ever. 0:52 Okay. [FOREIGN] 0:53 >> [FOREIGN] 0:55 >> [FOREIGN] Yes! 0:56 That's amazing. 0:57 Okay, awesome. 0:58 So I'm really excited to talk about personalization today, 1:00 because it's something that we all experience online. 1:04 Whether it's ads for something that we've clicked on in the past, 1:07 haunting us around the Internet as we click around and do our browsing. 1:11 Or websites like Amazon and Netflix, that are doing a really masterful job 1:15 of personalizing the experience for each and every one of us. 1:21 What I see on Amazon is different than from what you see from Amazon, and 1:24 so on and so forth. 1:27 But most of us don't have the army of Amazon 1:30 engineers behind our websites and behind our marketing. 1:33 So how can we, as marketers and 1:38 our amazing selves, do personalization that actually works? 1:40 And I was actually really nervous to pitch this topic, 1:45 because personalization is a really big word. 1:48 I mean, it's 15 letters and 6 syllables. 1:51 I was like jeez, 1:55 that's just gonna be a lot of hard language in my mouth coming out. 1:56 So I'm, today, 2:00 going to talk about how you can all use personalization to work at your business. 2:02 And I wanna start by giving a story 2:08 of a time that personalization worked really well on me. 2:10 So it's 2015, the month of February. 2:15 And two of my roommates, Kate and Jared, told us that they're 2:18 moving out of our San Francisco apartment, and across the bay into Oakland. 2:22 Which, for context, is the city that most people move to from San Francisco 2:27 when they wanna get really serious, and start doing things like pickling or 2:32 having a chicken coop in their backyard. 2:36 >> [LAUGH] >> So I'm really sad to lose Jared and 2:38 Kate, two beloved roommates. 2:41 But I'm really stoked, because it means that i get to move upstairs 2:43 to the attic bedroom of our apartment with this view. 2:48 I'm like, yes. 2:51 I get the whole view of the city. 2:52 This is amazing. 2:53 How fast can you move out? 2:55 The only problem is that I have no furniture. 2:56 I am moving out of a very tiny bedroom in the apartment, and 2:59 I need to find some stuff to live with. 3:03 So I'm on the hunt. 3:05 And I go to CB2, one of my most favorite furniture stores. 3:07 That is the little sister of Crate and Barrel. 3:11 And I find this, the peekaboo media console. 3:14 I love it. 3:19 I can picture my television and my stereo just floating so 3:19 effortlessly on top of this thing. 3:23 So I browse around. 3:25 I'm really into it, I'm looking at it. 3:27 And then I'm just kinda dismayed, though, because it's $400. 3:29 That thing is a lot of money, and I'm not ready to purchase. 3:33 So on the first visit, I browse and I bounce. 3:36 The next day, I get an email. 3:41 Or maybe two days later, I get an email from CB2 that really struck me. 3:44 Because it said this. 3:48 15% off all acrylics. 3:50 Now this table that I just showed you is an acrylic table, so 3:53 I was like I wanna buy an acrylic table. 3:56 Let me go back to the website and browse around more. 3:58 So I go back. 4:02 I'm pleased to see that it's heavily discounted. 4:04 But I'm still just not ready to own this thing. 4:07 I'm still not ready to purchase. 4:10 I need to go look at Craigslist and other things to see if I can find it for 4:11 cheaper. 4:15 So I do that, and then the next day, I get another email from CB2. 4:16 And this one tickled me. 4:21 It was just amazing. 4:23 Still deciding? 4:25 [LAUGH] >> Yes I'm still deciding, oh my god! 4:26 I don't know if I need this or not, wow. 4:31 You just spoke right to my heart. 4:34 You just pulled my heartstrings. 4:36 So I go back to the website, and I decide that this is the right time. 4:38 I'm ready. 4:42 I just haven't found anything on Craigslist, so I'm gonna purchase. 4:43 And I'm very happy to say that the peekaboo media console is still 4:47 pleasing me to this day. 4:51 Here it is, my bedroom. 4:53 That lamp, also CB2, by the way. 4:54 So this is an amazing example of personalization at work. 4:57 A company is using what they know about me to deliver relevant content 5:02 that will hopefully make me convert. 5:07 So CB2 knows that I'm interested in these acrylic tables, so they send me 5:09 relevant emails, and ask me if I'm still deciding, to get me to purchase. 5:14 And I converted, hooray. 5:18 Today, email is a really powerful channel for personalization. 5:22 Same with re-targeting, which we've heard a little bit about from Duane earlier. 5:27 We've all probably experienced emails that are more relevant to you, 5:32 or re-targeted ads. 5:35 And this is because it works. 5:37 These things are proven tactics to get people to do what you want them 5:39 to do on your websites, for your business. 5:43 But there's a really huge opportunity to add another channel 5:45 to your personalization strategy that many people are ignoring today. 5:50 And that channel is your website. 5:54 People are browsing your website all over the place. 5:57 They're on their desktop phones, or their desktop, 6:01 they're on their mobile phones, and your website is this really massive asset 6:04 that you have that's going underutilized when it comes to personalization. 6:08 We're spending a ton of money, a ton of effort on AdWords, 6:13 on relevant email campaigns, to send people to. 6:17 But we're sending all this money and 6:21 effort to a generic version of our websites. 6:23 The same visitor gets the same experience, 6:26 no matter what they came in on or how you acquired them. 6:28 Well, I wanna say that that is not cutting it anymore. 6:33 The one-size-fits-all web is dead. 6:37 And I would go so far as to say that it's also lazy. 6:41 Because we have so much information about our visitors, like who they are, 6:46 where they came from, how we acquired them, their past behavior, for example. 6:51 We can use all of these tidbits of information to make the web 6:56 more personal for them. 7:00 And we're already used to it. 7:02 I mean, think about just how we exude ourself in person, in real life. 7:03 If I walk into a store searching for shoes, I might be treated 7:09 differently than a man who walks into the store searching for shoes. 7:13 We give signals of who we are every single day. 7:17 It's time that the web kept up with us. 7:20 So today, I wanna give a framework for how we can start 7:24 thinking about personalization at all of our own businesses. 7:28 And so hopefully, we can go back to our offices and 7:32 start doing online personalization that actually works. 7:35 So the framework has three ingredients. 7:40 The first one is the who. 7:43 Who are you targeting? 7:44 How are you slicing and dicing all the different visitors coming to your site 7:46 into unique segments, and personalizing content based on those segments? 7:50 That is the what. 7:55 The what are you showing the who? 7:56 And then the third one is how. 7:59 How are you prioritizing all of these millions of ideas 8:01 that you have to personalize? 8:05 Because we all know that there's no limit of the ideas we can have. 8:07 But which ones are actually gonna get shipped, or built and 8:11 shipped, that's another story. 8:14 So this framework starts with the who. 8:18 And there's three major ways that I've seen in my work at Optimizely 8:21 that I've seen people think about how they're slicing their audiences. 8:26 And that is based on context, or the status of the visitor. 8:31 So are they logged in or are they logged out? 8:36 Are they coming from an AdWords campaign, or are they coming from organic search? 8:39 Then things like demographic qualities. 8:44 These are things that you innately know to be true about a visitor. 8:47 Whether the visitor is a male or a female, 8:52 whether they are located in Seattle or San Francisco. 8:55 And then there's behavior, the things that a visitor has done on your website. 9:00 This is a little bit more complicated, because there's a lot of different ways 9:04 that you can kind of figure out who's done what, for example. 9:07 But we'll get into it. 9:11 So to highlight each of these attributes, 9:12 I wanna give some examples of businesses that have been doing personalization, and 9:16 slicing their audiences in these three ways. 9:21 And I'll start with an example of a website called Secret Escapes. 9:24 Now Secret Escapes is a travel deals website based in the UK. 9:29 And they are spending a ton of money on AdWords. 9:34 They're bidding on keywords like luxury travel, spa breaks, 9:38 cuz spa breaks is a thing that you say in the UK, I guess, 9:42 for spa vacations, or spa holidays or something. 9:45 And they're sending all of that traffic to this landing page. 9:49 Now this landing page looks pretty good. 9:54 I think it was converting decently for them. 9:55 But they wanted to find out how they could decrease the spend on AdWords and 9:59 they came up with a number of hypotheses for this. 10:05 They decided to try personalizing their landing pages based 10:11 on the keyword that a visitor was coming in from. 10:15 Here is the generic version of the page. 10:18 Every single visitor who comes there, no matter from what 10:21 AdWord it is that they clicked on, sees this version of the landing page. 10:24 Now here's the personalized version they tried for the keyword spa breaks. 10:28 They decided to change the messaging and the image to put people in the mood, 10:33 to put them in that spa luxury environment. 10:39 So they, in other words, personalize the content of the landing page 10:43 based on the keyword that brought them there. 10:47 We call this symmetric messaging, it's really powerful. 10:50 Again, it's very powerful because this worked extremely well for them. 10:54 They saw a 32% increase in conversions on traffic from this AdWords keyword just by 10:59 making the messaging on the ad symmetric to the messaging on the landing page. 11:06 Now this isn't just a lot of new leads for Secret Escapes, 11:11 this is a potentially money savings for their AdWords accounts because the bounce 11:15 rate on this page is going down, so the quality score could be going up. 11:20 I really recommend that you guys all go out and try this on any of your 11:26 AdWords landing pages because I've seen it work time and time again. 11:30 This is Secret Escapes using context or 11:34 the status of the visitor, and how the visitor came to their site to personalize. 11:39 The next example is another example of context and this comes from AdRoll. 11:45 AdRoll is a B2B website that offers a retargeting service and 11:52 they are personalizing here on their homepage based on the status that 11:57 a visitor is in, whether they're pre-sale or post-sale. 12:01 They're doing a really simple change here. 12:05 For the pre-sale experience, they are giving people a phone number to call that 12:07 if they have questions or wanna talk to a sales human on the other end of that line, 12:12 they're giving them the pre-sale. 12:17 But for post-sale, they're giving people a link to the support center. 12:19 Maybe people don't want to talk to someone, 12:24 they're already sold, they have questions. 12:25 So a really simple way to personalize the content of your site based on the context, 12:28 or the status, that a visitor is in. 12:34 Another one from AdRoll is more getting into the demographic of a visitor. 12:37 Here, they are targeting the sites to Enterprise and 12:43 SMB audiences by changing the header CTA. 12:47 For Enterprise, they wanna get people on the phone. 12:52 They have a whole fleet of sales humans, they want people talking to them. 12:54 So request a demo, get in touch with us but 12:58 they also have a free trial that you can just try it out real quick and easy. 13:01 For them, they think that this demographic of Enterprise versus SMB 13:06 audience is going to improve and be more personal and relevant to their audiences. 13:11 That's a great example of demographic. 13:19 Now I wanna give you an example of behavior. 13:21 This one comes from an e-commerce company called The Clymb. 13:24 They are based in Portland, Oregon and 13:28 they sell outdoor gear and fun things that you can go backpacking and stuff with. 13:30 These are group of really savvy retailers. 13:36 They know that they wanna show the right products to the right people 13:39 who will actually buy them. 13:44 Those are the right people who actually buy these products. 13:45 They've looked through their data and 13:49 they found that the leading indicator as to whether or not somebody 13:50 will buy their product is whether or not they've bought something in the past. 13:54 If someone's bought in the past and they wanna try to get the best products in 13:59 front of those people to just to buy them. 14:03 They created a different experience for 14:09 the past purchasers segment of their visitor base and 14:11 they decided to show them Oakley products because Oakley has a really high margin. 14:16 They sell really well and people, what they pay for 14:22 them is a lot less than what they can sell them for. 14:27 So they decided to try targeting past purchasers with Oakley products and 14:30 this went pretty well for them. 14:35 They saw a 10% increase in conversions on checkouts, 14:37 Oakley products, for the segment of past purchasers. 14:42 This isn't a whopping crazy 90% or some really amazing number but 14:46 10% on one segment is really significant, cuz if you can unlock all 14:51 these different incremental gains across many different segments of your audience, 14:56 then it becomes a sea change and a ton of success and a ton of revenue. 15:01 Those are the three ways that I've seen and that commonly, people are segmenting 15:08 their different audiences on who they're showing different personalized 15:13 experiences for based on context, based on demographics, and based on behavior. 15:18 I hope that you're thinking right now, how could I slice and dice my visitors? 15:26 How could I use the context of the status they're in to show them a really 15:31 great experience based on a little bit of what I know about them? 15:35 We saw a great one today from Matthew where he showed the what is code, 15:38 that they personalize the experience for returning visitors and gave them a little 15:45 bit of data like, you're almost there, you're x amount 1,000 words through. 15:50 That's a really great example of using context to personalize. 15:55 As you're thinking about this, 16:00 remember that you have existing audiences right under your nose. 16:01 You probably have natural lists already, as the way you're thinking about your 16:06 visitors, and you can start personalizing experiences for them. 16:11 Let's say you do MPS score, for example. 16:15 You probably have promoters, and hopefully, not many detractors. 16:18 You could be personalizing the site for each one of them. 16:21 Or logged in versus logged out, or subscriber versus non subscriber. 16:25 There's no one size fits all way to do this because personalization is personal. 16:31 You just gotta try it, 16:36 see what you have on your own site, and then start personalizing. 16:38 Understand your audience and the best person to do that is you. 16:42 That's the who, one pillar of our framework for personalization. 16:48 Next I wanna talk about the what. 16:54 What are you showing each of these different audiences? 16:56 This is the content that's fueling your personalization campaign. 16:59 What I wanna say about the what, is that this is really a hypothesis. 17:05 There's not one thing that's always gonna be amazing for return visitors or 17:09 one thing that's always gonna be amazing for new visitors. 17:13 It's a hypothesis. 17:18 This is a great time to flex your A/B testing hypothesis muscles, 17:19 which I'm sure you're all developing at a rapid rate. 17:24 Flex these hypothesis generation muscles and 17:27 start thinking of how can I move the needle for this segment? 17:30 What would be good for them? 17:34 Hopefully, a lot of you are A/B testing in the audience already. 17:36 Can I get a show of hands to see who is A/B testing today? 17:39 Amazing. 17:44 Yes, that's so great. 17:44 If you're already thinking about how you can improve the experience for all 17:47 of your traffic, then you can be thinking about how to improve the experience for 17:51 a segment of your traffic. 17:55 To go on with the what I wanna extrapolate this problem of me searching for 17:58 furniture in my apartment because it's a really big room people, 18:03 this room is not filling itself. 18:06 It's still on a journey. 18:08 Let's say I go to a media website, it's like a DIY website and 18:09 they have ideas for how to furnish your attic apartment, things to do. 18:15 If I am coming there and I'm a new visitor, 18:20 one idea is to show me an onboarding experience with a tour of the site. 18:23 Because if I'm coming in, and I'm just searching for 18:27 attic apartments, I might wanna know that you also have content for 18:29 the kitchen remodeling or for my living room. 18:34 If I'm a new visitor, maybe giving me an experience of a tour of 18:37 everything that you offer would be a really great way to get me to return and 18:42 keep sharing the great information you have with my friends. 18:46 But if I'm a return visitor, 18:51 maybe give me an email sign-up newsletter call to action. 18:52 I've already expressed interest in you. 18:56 You're valuable to me, I'm coming back to you, so capture that value and 18:58 give me more reason to come back. 19:03 So two quick ways you can personalize for new visitors or 19:06 return visitors, if you are a media site. 19:09 Some examples here. 19:12 Let's say you're a retail site and 19:14 I am the visitor, I'm coming to you to shop for couches. 19:17 You know, as the retail site, that I, the shopper, am located in San Francisco. 19:22 I have a hypothesis that you might sell me more furniture if you give me local 19:27 in-store pickup options because furniture shipping is really expensive and 19:32 it takes a while and if I have that opportunity to drive my car over to you, 19:38 then maybe I'll be more likely to check out. 19:43 One hypothesis but I don't know, we have to test it. 19:47 What if I haven't visited the site in 90 days? 19:50 Maybe give me a promotional offer for a limited time discount to give me a little 19:53 bit of incentive to get back into the purchasing. 19:58 I've seen these things work, they're great hypotheses but you take this to your team, 20:00 go explore what you could possibly show these people because there's so 20:06 many things under the sun to show them. 20:10 But a word to the wise, as you're thinking about this, is don't be creepy. 20:13 So, creepy is super arbitrary because what's creepy to me 20:20 may not be creepy to you. 20:25 I was not at all creeped out by CB2 when they said, still deciding. 20:27 But I could've been very creeped out if they were like, 20:32 still deciding on the acrylic table that you've viewed twice and haven't purchased. 20:35 So, be thoughtful with the way that you execute these personalization campaigns. 20:40 Dana said it really well earlier, when she said, that great marketing feels right. 20:46 So if it feels right to you and your business and you're really 20:51 thinking about your company values, then creepiness won't even be an issue. 20:54 Just don't be as creepy as this van that says Hogwarts Express on it. 20:59 >> [LAUGH] >> I mean, like what? 21:04 This is amazing. 21:06 This really exists, I found on the Internet, it must be true. 21:08 So when you're thinking about your personalization levels, 21:11 just keep it like down here, not up here if this is Hogwarts creeper van. 21:13 Just keep it down here, okay? 21:18 Then you'll be golden. 21:20 [LAUGH] So that was the what. 21:21 The second stop in our framework personalization journey. 21:24 And when you're thinking about what, remember that it's a hypothesis. 21:31 If you can do A/B testing, you're already doing all this hypothesis and ideas for 21:35 AB testing. 21:39 Then personalization will come really naturally cuz it's just thinking about 21:40 what's gonna work best for a different segment of your audience. 21:43 Okay, now I wanna talk about the how. 21:48 And once you have all these ideas out, you've got your Google doc or 21:51 your Trello board or your JIRA queue of all these different ideas, 21:55 now it's time to think about how to build and ship them. 22:00 Which ones get built and shipped? 22:03 And I've talked to a lot of business about this. 22:05 I do case studies at Optimizely, so 22:09 I've talked to a lot of companies about how they think about prioritization. 22:11 And it comes down to three things. 22:15 One, the potential business impact that this personalization effort can have. 22:18 Two, the technical effort to execute this personalization campaign. 22:25 And three, the requirements to sustain it. 22:30 So, when you're thinking about prioritization, 22:34 you could be really strict and have a point system, like one point for 22:39 each business criteria that this personalization meets. 22:46 Or you could be really loose and go out for 22:52 beers and just talk with your coworkers about what's gonna work, 22:54 what's not gonna work and just be really loose with it. 22:57 I've seen both work, it's all up to you on how you wanna frame it. 23:00 But I do have some takeaways and some actionable advice for 23:06 when you're thinking about prioritization. 23:10 And the first one is, take big bites for big impact. 23:13 By big bites, I mean starting to segment for 23:20 audiences that either represent a lot of traffic, or a lot of value. 23:23 Because at first, you don't wanna start personalizing for 23:29 all the possible little niche segments that have 1,000 or 100 visitors in them. 23:32 Because you're not gonna get really actionable results from 23:37 that personalization. 23:41 So instead, think about audiences. 23:43 Think about who makes up most of your traffic. 23:45 Go to your Google analytics. 23:49 This is all visible right there. 23:50 Your top level insights about who's coming to your website. 23:53 Maybe you can slice it based on new versus returning visitors. 23:56 Or the people from a desktop site or a mobile site. 24:00 Don't get too aggressive with really segmenting for 24:03 a one to one personalization. 24:06 The Amazon level, you can get there eventually, but start small. 24:09 Start with a small amount of personalizations that have a really big 24:14 value or big impact. 24:18 So, there's the big traffic component to this. 24:21 But there's also the kind of traffic that has a lot of value. 24:24 So think about the traffic that you're spending the most amount of money 24:28 to acquire and you better be personalizing for them. 24:31 Because if you're paying for them to come to your site, 24:34 then you better be converting them into value for your business. 24:37 So this is it what Secret Escapes is doing from that example earlier. 24:41 They were taking their Adwords traffic and hypothesizing ways to turn more of that 24:44 traffic into leads that they could sell vacations too. 24:48 So when you're thinking about, how to find the potential business impact, 24:55 take big bites not little nibbles. 24:59 The second pro tip on here, is be realistic about the technical 25:03 effort it's gonna take you to actually execute this personalization campaign. 25:07 Do you have the resources to identify this audience? 25:12 Do you know what the dependencies are? 25:15 How are you going to execute it? 25:18 Now there's a lot of software out there that can help you do this, but 25:20 if you don't have the software, then think about, do you have the analyst resources? 25:23 Or any of the developer resources that you might need to identify or 25:27 give a cookie to a visitor to identify them as logged versus logged out. 25:31 And within a given time period, I suggest diversifying the amount 25:37 of complexity that you're taking on with personalization. 25:41 So in one quarter, let's say you wanna do three personalized campaigns. 25:45 So, one might be really high complexity, and 25:50 another two may be really low complexity and really high value. 25:54 So diversify a bit, and see where it falls, and see what feels good and 25:59 natural to you. 26:03 So, be realistic about the technical effort, and 26:05 it will take you to execute this thing. 26:07 Next, don't slice your audiences too thin. 26:10 Slicing audiences into a ton of different segments is going to create 26:15 a content problem. 26:19 Because once you have all these different types of segments of visitors and 26:20 all these hypotheses of what to show them, 26:24 then you'd actually need to show them something different. 26:26 So, if you're slicing your audiences too thin, 26:30 then you might not have the content resources available or you might 26:32 be spending too much time on unique content for each of those audiences. 26:36 And another point on this, 26:41 is that you should give your audiences a chance to surprise you. 26:42 So let's go back to that Clymb example. 26:46 If the Clymb is only showing their past purchasers, things like Oakley, 26:49 Beanie's and sunglasses. 26:54 Then those visitors might forget that they actually have backpacks and tents and 26:56 all these other types of gear too. 27:01 So don't slice your audiences too thin to avoid content problems and 27:03 pigeon-holing of your audience, of what your audience thinks about you. 27:08 So that's the how, 27:14 how to prioritize which personalizations you're going to build and ship? 27:16 So I've just gone through this framework for personalization. 27:22 The who to target, the what are you gonna show them and 27:25 how are you gonna prioritize it? 27:28 So now I wanna leave you with a word to the wise. 27:31 A little word of wisdom and a call to action. 27:34 So this sentence. 27:39 Is that, the power of personalization is in how you wield it. 27:41 There's plenty of ways that marketers can use personalization for evil but 27:45 there's plenty more ways that we can use personalization for 27:49 good to be more relevant to how we talk to our visitors. 27:53 To give them the experiences that they're expecting because all these companies like 27:57 Amazon and Netflix and even Business Times, what we saw earlier, 28:02 are personalizing the experiences that they deliver their visitors. 28:06 So we as marketers need to start, well not we as marketers but we as all these 28:10 small and medium businesses, need to start thinking about how we can leverage 28:15 this strategy as well, to be more relevant and competitive out there in the world. 28:19 So, there's a couple 28:26 ways you could think about personalization being really valuable. 28:29 And that's if you're using personalization to deliver values to your customers, 28:33 that's amazing. 28:38 But if you're being personal for 28:39 the sake of being personal, that's not really a good reason to personalize. 28:41 So remember that the power of personalization is 28:46 all in how you wield it. 28:49 And now a call to action. 28:51 Go forth and personalize. 28:53 I think after this, you should think about two things. 28:55 Who are you personalizing for? 28:59 Think about some audiences that you can go and identify right now, and 29:00 start thinking about what experience would you deliver to them. 29:05 Come up with a bunch of list of hypotheses and ideas and 29:08 then try to see how you wanna start getting them built. 29:11 If we all work together, I think to do this, 29:15 to make the experiences that we deliver online more relevant and more delightful, 29:18 then we'll have a lot to talk about, so many case studies. 29:24 So once you do this, tweet at me. 29:28 I want to write about it. 29:31 I want to learn from you, from your successes and your failures. 29:32 That failure is good. 29:35 This is a really new domain that people are getting into, 29:37 this dirty word of personalization, is just taking hold really fast. 29:41 So, if we can all just get our hands around it and start playing with it, 29:46 then we'll be able to write the book for personalization in the future. 29:51 So thank you everyone so much [LAUGH]. 29:55 >> [APPLAUSE] [APPLAUSE] 29:57 >> [LAUGH] Yay. 30:02 >> Tara, thank you, yay. 30:05 >> So happy. >> So happy 30:06 >> It's done. 30:07 >> That's awesome. 30:08 >> Yay. >> So a lot of people are listening. 30:09 At Moz we do some personalization, I know there's a lot of head nodding. 30:12 For companies that are already doing it, they're going, yeah, 30:15 we need to do more of that. 30:17 >> Yeah. >> Companies that aren't doing it, 30:19 I think they're asking the question, how do I get started, 30:21 what technology do I need, what platform do I need to get started on this? 30:25 Because it sounds great. 30:28 >> Yeah. >> So what recommendations do 30:29 you have in that area. 30:31 >> Yeah. 30:32 I knew I was gonna get this question, it's a good one. 30:33 And so the answer to that is that there's a lot of different tools that are starting 30:36 to come up on the market really fast with personalization. 30:40 I don't have a recommendation for 30:44 the one that you must use because they're all very different, 30:45 depending on what kind of personalization or kind of who you are as a company. 30:49 So I might just say that Optimizely, 30:53 we just release,our new personalization product. 30:56 So you can sign up for that, but 31:00 also there's a lot of things out there like RichRelevance, Smart Content. 31:02 I don't have the direct answer for which one you should be using today, but 31:08 there are tools out there. 31:13 And that deserves its own talk, 31:14 basically, because there's so much, there's so many different tools. 31:16 So we're gonna do a blog post on that on the Optimizely blog, and 31:20 I will make sure to tweet it out to everyone when it's done. 31:24 But I guess one other thing to say is that you don't need these tools to start 31:27 personalizing. 31:31 There's things you can do right now just with a developer that would be helpful to 31:32 deliver a different experience based on what you can infer about your visitor. 31:38 >> Okay, and maybe this is the same question. 31:43 >> Yeah. >> Evan Davis and, by the way, 31:45 Evan Davis you've been tweeting great questions all day, thank you. 31:46 Is there an inexpensive way to personalize for small businesses? 31:49 >> Let's see, yes, there's definitely an inexpensive way to personalize for 31:55 small businesses. 31:58 I think everyone, no matter if you're a huge business or a really small business, 31:59 can take advantage of the data you have about your visitors, and 32:03 personalize for them. 32:07 So, what I would say is, think about the existing list that you have today and 32:09 maybe you don't treat each the existing 32:13 natural ways that you're segmenting your audiences today. 32:16 And you don't have to think about each one as a hypothesis. 32:18 It doesn't all need to be measured immediately because 32:21 you might know this is just a better thing to deliver than the norm for everyone. 32:26 So I would say for small businesses to get the most bang out of their effort and 32:31 time, then just don't be super, 32:35 super focused on measuring the impact that each single personalization has. 32:39 >> Interesting. 32:44 >> Yeah. 32:45 >> Okay, what about, this is from David DeMill, recommendations for 32:45 customizations of service industry sites with an offline presence. 32:49 Are there any data sources out there, offline, 32:53 that we can pull into the online experience. 32:55 >> Yeah, yeah, so that's interesting. 32:58 I don't know the answer to that. 33:04 I don't know which tools out there are really being used to 33:05 do offline personalization, and tailor it to online, or close that feedback loop. 33:11 But I encourage you all to tweet at me, or tweet to each other if you know 33:16 the answer, cuz I think that a lot of people could benefit from that answer. 33:20 Yeah. >> Fair enough. 33:24 >> I gotta say if I don't know. 33:25 If I don't know, I don't wanna give you bullshit. 33:26 [LAUGH] >> Okay, something we're thinking about at 33:28 Moz, >> [APPLAUSE] 33:29 >> And this is pretty much [LAUGH]. 33:30 >> [LAUGH] >> [LAUGH] Rand asked, 33:31 can you use pages visited on a blog to personalize? 33:34 And have you seen any good example of that, 33:37 where people visit specific content, and then it's personalized? 33:39 >> Oh, okay, so personalizing based on they've viewed a specific type of content? 33:42 >> Yep, exactly. 33:47 >> Yeah, totally, that's a great example, I think, of ways people can personalize. 33:48 Cuz for me, I run Optimizely's blog. 33:51 And if I know people are coming in and they only wanna read about A/B testing 33:55 content, or they only wanna read about, let's say, media content, 33:59 if there's like vertical based, that's really a powerful way to slice 34:02 your audiences and deliver media content specifically to them. 34:08 So one way you could do it is by having different blog feeds, 34:12 like different newsletters. 34:15 So if you have people who only wanna read media content, 34:17 then maybe you'd give them the option to opt into a media-only newsletter, 34:20 or e-commerce only, or B2B-only newsletter. 34:24 >> Excellent, and 34:27 if people wanna learn more about this the Optimizely blog is a great place. 34:28 >> Yeah, the Optimizely blog is a great place. 34:31 >> And A/B testing? 34:33 Yeah. >> And A/B testing. 34:33 We're working on a blog post right now on the impact that 34:34 personalization has on SEO. 34:37 So it's a real doozy. 34:39 It's a big question, and I guess this is like the cutting edge. 34:40 We're not really sure out there of everyone what 34:44 impact personalization will have on search rankings. 34:47 But all we can say is that Google personalizes their own websites, 34:52 so it must be good. 34:55 >> It must be good. 34:57 >> It must not hurt. 34:57 >> Cara Harshman, everybody. 34:59 [APPLAUSE] 34:59
You need to sign up for Treehouse in order to download course files.Sign up