Video: Which is better for me? A/B testing, rules-based personalization, or predictive personalization?

In this video, Intellimize CEO Guy Yalif explains the core differences between 3 methods of website optimization: A/B testing, rules-based personalization, and machine learning predictive personalization.
 

 

As you think about which method to implement to drive conversion rate lift, consider the following questions:

  • Is my audience all the same?
  • How many tests do I do in a week?
  • Do I know when visitor behaviors change on my website?
  • Am I able to deliver the right experience to each individual visitor at the right time?

 

To learn more about how Intellimize can help your marketing team with website optimization efforts, simply click on the “Request Demo” button on our website.

Video: Prioritizing what to optimize on your website

Website Optimization

Before moving forward with a personalization plan, many marketers wonder: Where should I begin when optimizing my website?

In this video, Intellimize CEO Guy Yalif walks through several steps to help marketers determine how to prioritize what they personalize on their website, and discusses strategies for where they should focus their efforts.

Throughout the video, you will learn what to optimize on your website:

  • Creating a website optimization plan around the metrics that move your business
  • Prioritizing those places in the funnel that affect those metrics, and that have big drop-offs in engagement
  • Considering where your prospects and customers are in their lifecycle so that you can meet them with the right context
  • Figuring out what you want to optimize for: speed of iteration or long-term conversion
  • Optimizing for metrics that are measurable today
  • Optimizing for behaviors that are close to the tests you’re running

 

To learn more about how Intellimize can help your marketing team with website optimization efforts, simply click on the “Request Demo” button on our website.

Video guide: Product and content recommendations

Content Personalization

If you’re just getting started with personalization, you might be wondering what types of product and/or content recommendations might help you with your marketing team’s web optimization strategy.

To learn more about these approaches and practical ways to apply them to your digital marketing strategy, watch the video below.

There are several reasons why marketers want to share product and content recommendations. They might want to ensure that visitors are seeing more ads, moving further through the sales funnel, or giving marketers some information about them in return.

Marketers might do this through a number or ways, including:

  • Frequency: Using the frequency of relevant activity to drive what you show a prospect. Examples include: visited a category more than X times, frequently visited categories, or viewed a product more than X times.
  • Recency: You might also use recent behavior to help you determine what to show a prospect. Some common examples of this include: showing recently viewed items, showing recently purchased or downloaded items, or showing recently viewed categories.
  • Popularity: Using recent purchases, votes, or positive signals to increase popularity. Older purchases, votes or positive signals count for less than recent ones.

 

For more an even deeper look into advanced product and content recommendations, check out techniques that delve into user-based, item-based, and content-based recommendations, as well as collaborative filtering, in the video below.

Webinar: Actionable Insights for Driving More Leads & Revenue with Web Conversion Optimization, Featuring Forrester

Web Conversion Optimization Webinar

Thriving during 2020’s unprecedented market challenges requires online excellence. This means it’s critical to ensure your web pages are optimized to attract, engage, and qualify B2B buyers. In this webinar, our guest speakers Rani Salehi, Principal Analyst at Forrester, and Renee Irion, Principal Analyst at Forrester, will explain how to use the Forrester SiriusDecisions Web Conversion Optimization (WCO) framework to effectively drive more online conversions. We will explore best practices from websites that are doing this well, and we’ll discuss how to operationalize and measure WCO for ongoing success. Your results this year likely depend on it.

In this webinar, you’ll learn:

  • The elements of the Forrester SiriusDecisions Web Conversion Optimization (WCO) framework
  • How to optimize your WCO tactics for each buying phase
  • What best practices are in use today that drive improved results

 

 

 

To find out more about how you can apply web conversion optimization at scale in your organization, contact us by clicking on the “Request Demo” button on our website. We’ll share specific examples of which optimization ideas are working right now in your industry.

Video: “Winner take all” testing vs. personalization

Website Personalization

When you’re optimizing websites, it’s important for marketers to understand the different approaches you can take in an effort to drive more revenue and conversions. You can use data to continually improve the experiences that you’re showing on your website.

 

There are generally two ways you can do this: following a “winner take all” approach, or personalizing (either by segment or individual). Here’s a breakdown of each approach:

 

Fork in the road: “Winner take all” vs. personalization

 

Winner take all

This is essentially picking just one experience to show on your website. This is useful when it’s important to have only one experience. For example, you might have one onboarding flow with a specific type of technology vs. another on your website that you want to direct visitors to.

 

Personalization

  • Personalizing by segment: You might want to treat your customer segments differently on your websites. For example, you might want to send enterprise prospects to a website experience optimized for a chat with your sales team compared to lower-value prospects that you want to direct to a self-serve website experience.
  • Personalizing by individual: You take this approach a step further and tune the website experience for each individual website user — this is where machine learning personalization tools like Intellimize are quite helpful.

Because individuals behave differently on your website, we believe it’s important to not treat everyone the same. Perhaps even more importantly, people’s behaviors don’t stay the same on your website over time. Having the ability to tune your website to individual customers in the moment is a key advantage for marketers looking to grow revenue and conversions. Watch the video above to find out more about why we recommend personalization as a key driving force for website optimization.

 

To find out more about how you can apply website personalization to scale at your organization, contact us by clicking on the “Request Demo” button on our website.

Video: Main applications of machine learning in marketing

Machine Learning Personalization

Thanks to advanced algorithms and machine learning, there is a wide range of applications that digital marketers can use to grow their marketing strategies and drive more revenue for their organizations.

 

 

There are many branches in the machine learning tree, but we believe that these are the differences that matter most to marketing practitioners, like demand generation managers and growth marketers. By understanding which algorithms are appropriate for which business problems, marketers can get practical value out of machine learning.

In this video, Intellimize CEO Guy Yalif will walk through several common problems that marketers face, and how machine learning can help solve them.

What is machine learning good at in marketing?

  • Lead scoring
  • Finding the ideal price to sell your products and services
  • Finding the ideal promotional amount to use for your products and services
  • Determining whether or not a person will click on an ad
  • Determining whether or not an email is spam
    Determining what product or content to show on your website
  • Recognizing the content of an image
  • Writing an email subject line
  • Understanding speech
  • Customer segmentation
  • Finding business insights from data
  • Fraud detection or outlier detection
  • Conversion rate optimization
  • Determining a sequence of emails to send to prospects

Each of these common marketing tasks falls under a specific type of branch in the machine learning tree. To find out more about machine learning and how it influences marketing, watch the video above.

 

Personalization is another area where machine learning is making a big impact. To understand how you can apply machine learning at scale to optimize your website for each individual customer with Intellimize, simply click on the Request Demo button on our website.

Webinar: Personalizing Your Most Underutilized ABM Asset – Your Website!

Usually ABM focuses on email, calls, direct mail, dinners, and other personalized interactions. But all this points your target prospect to your website, and that’s where everything tends to fall apart. Marketers are failing to carry out the same personalized experience on their website that had originally compelled the prospect in the first place.

Guy Yalif, CEO of Intellimize, explains how to effectively incorporate your website into your ABM strategy, by turning your website into the final personalized touchpoint for your target prospect to drive conversion.

In this webinar, you’ll learn:

  • What, exactly, personalizing your site for ABM target accounts and prospects looks like to drive more conversions
  • How to design your website to effectively manage ABM traffic, anonymous traffic, and customer traffic simultaneously
  • Real life examples of companies doing website personalization for ABM, and their results

This is not some high-level mumbo jumbo. Hear hands-on, practical advice to help you improve as a marketer.

After watching, let us know if you’d like to see how Intellimize can help you convert more of your ABM accounts through your website, by clicking the Request Demo button on our site.

Top 5 things to do when starting with website personalization

There are two marketing truths universally acknowledged:

  1. Companies are looking to get the biggest bang for their buck on their websites.
  2. Buyers are savvier. More than half of consumers and B2B buyers do research online before buying.

Marketers want to create great marketing that gets their customers to feel great by engaging with their company. That’s the key to website personalization: implementing smart adaptations that help visitors find the solution to their problems—serving both customer’s needs and the company’s bottom line.

But how do you start personalizing your website? How do you offer relevant messaging and offers at different parts in your visitor’s journey, and test which variables are the most effective at delivering your intended results?

Well, you plan for it as you begin executing.

You probably already know that website personalization is one of the most valuable trends in marketing. McKinsey analysts estimated that personalization stands to create $1.7-3 trillion in new value for companies. Creating a personalization strategy with the following elements will help you prepare for launch, so you can realize value more quickly.

 

Here are five things you need to know before you get started with website personalization:

 

1. Decide on your Key Performance Indicators (KPIs)

Before you do anything else, you have to consider what kind of results you and your executive team are looking for.

If you don’t know what you’re trying to do better, you’ll never know if you did better. So you have to set benchmarks, create the plan, test, and see if your hypotheses were correct. The whole point of personalization, apart from catering to your customers, is to improve, iterate, and learn. Working backwards from business goals ensures you’ll make your team valuable and your boss happy.

When you know better, do better, as they say.

Here are some KPIs our biggest B2B clients focus on:

  • Getting more high-quality leads
  • Moving visitors through the sales funnel
  • Increasing leads to sales
  • Generating more form fills on B2B landing pages

And here’s what ecommerce teams tend to work toward:

  • Increasing cart conversions
  • Increasing basket size
  • Reducing the time it takes to purchase
  • Reducing abandoned carts

These are just examples, however, and you should pick the right KPIs for your business.

 

2. Really get to know your customers

After you decide on your goals, you need to understand what motivates your customers the most. Learn what values resonate with them most and align best with their needs. Understand how they currently interact with your website.

To start, get access to any form of customer interaction and data in your company: these could be customer calls, emails, reviews, demographic data, website analytics, surveys, feedback loops, or interviews. These interactions and resources will help you dive into their motivations, objections, pains, and desires.

Here are some questions that could help you better understand your customers:

  • What paths do site visitors follow on your website as they move toward the actions that drive your KPIs? Which points along the path are the most common drop offs?
  • Where do they spend the most time on your site before they convert?
  • Where do they bounce from your site? Why?
  • What about the product or service experience stopped buyers who almost purchased but didn’t?
  • What do new customers love about the product or service? What keeps customers coming back?
  • What are the biggest concerns you hear in your customer care emails, calls, and support tickets?
  • What customer lifecycle stage are they in? How aware are they of your company and your product or service?
  • Where were they at the exact moment of purchase or conversion? What device were they using, which location were they in, or what day of the week was it?

These insights will help you identify opportunities for improvement, and help you focus as you start personalizing your website.

 

3. Get your team aligned

Next, you need to identify the resources available to you internally, and help them understand that personalization is an ongoing, iterative process that changes as your customers and business plans change.

All companies have different approaches to marketing, so the key stakeholders should be on board with your website personalization plan. It’s valuable to have executive alignment and support for making continuous learning a core component of marketing and growth strategy.

Once executives are on board, give some early insight to your broader marketing org, often including team members working on content, creative, and product marketing. They’re often the ones that will be developing and implementing creative ideas, so it’s important they understand your goals, processes, and the impact of your desired personalization plan results. Other teams, like sales and customer service, may also be affected by and have ideas for personalization and should be made aware of the plan and the opportunities personalization can bring to their departments.

Getting expectations aligned will make your life as a marketer a lot easier. With organizational support behind you, you have a mine of knowledge and support.

Here are the team members that may help you drive successful web personalization projects:

  • The executive: who helps the main team identify the goals, checks in on the progress, and approves the overall strategy
  • The creatives: whose copy, psychology, photography, design, or video production is crucial to the success of your variable testing
  • The product marketers or product managers: who knows all the nooks and crannies of your service or product, and the hooks, leads, and messaging for all your customers
  • The customer care and sales teams: who are intimately involved in the day-to-day lives of your customers and can offer invaluable insights for creating on-target messaging

 

4. Brainstorm some creative testing ideas

Once you have your creative and executive teams on board, it’s time to circle back to those KPIs.

Why? Because your business goals and key performance indicators should guide your entire creative approach. If you’re thinking of brainstorming clouds, “increasing quality leads” (for B2B) or “Increasing cart conversions” (for ecommerce) would be in the very center, with your team’s ideas shooting out like lightning bolts.

It’s not just about testing “headline A” versus “headline B” for no good reason: you need to do it strategically by creating a hypothesis.

Let’s use the first example above: increasing quality leads. You might believe, for example, that leads aren’t high-quality because:

  1. Your marketing is in the wrong places, and thus, reaching the wrong audiences
  2. Your messaging isn’t convincing the right people, or
  3. Your messaging is short-circuiting somewhere and not helping customers follow through

With those assumptions, you could start building out tests to confirm or refute your hypotheses by creating variations of:

  • The landing page images and copy
  • The continuity in the messaging and images from source to the landing page
  • The presence of a navigation bar
  • The cart process pages
  • Visual layouts
  • The “Thank you” page

The list goes on and on. After you’ve identified your most valuable tests tied to your KPIs, it’s time to decide how you’re going to run the actual testing.

 

5. Choose your approach

This is the biggie. You have three options for personalizing your site:

  1. Rules-based personalization, which focuses on very specific rules-based scenarios, like “if visitor X came from social media network Y, show sales page Z”. This is useful if you already know the exact parameters you’re personalizing for, but takes a lot of time to set up and manage more than just a few of these scenarios.
  2. A/B testing, which allows you to compare the performance of two competing ideas on one element of your website for all your visitors. This is useful when you want to answer a single focused question and don’t have many options to test.
  3. Predictive personalization, which uses machine learning to automatically personalize your web pages and dynamically adjust them over time. This allows the team to try far more ideas with far less effort.

Rules-based personalization and A/B testing seem simple and quick, but complexity compounds as new rules are added on top of old rules, and tests take too long to reach clear answers for each experiment.

Personalization rules are often based on:

  • Location of visitor
  • Technology used
  • What website they came from before visiting your site
  • What social network they came from before visiting your site
  • New/repeat visitor
  • Time spent on website
  • Abandoned cart

The mix and match of creating those rules, and the upkeep of those rules, usually become burdensome for the marketer, which is why we recommend predictive personalization.

With predictive personalization, you maintain creative control over copy, design elements, and video. The difference with predictive personalization? Machine learning determines the personalizations to be shown, using all of these same data types listed above and more. However, predictive personalization personalizes for each unique visitor, making it feel like you’ve automatically created a rule for each visitor. Additionally, as conditions and behaviors change, predictive personalization automatically adapts to find the personalization variations that will work best in the moment for the then-current audience. By simultaneously testing many ideas at once, predictive personalization learns at 25x the speed of traditional A/B testing. This approach manages the complexity for you, and delivers results at unparallelled speed.

Regardless of the approach you take, the most important thing to remember about personalization is that it shouldn’t be a one-and-done project, but rather a process that iterates every day and week over time. Your customers will change, your business plans will change, your industry will shift, and best practices will adapt accordingly: so should your team’s website personalization.

Customer Story: Drift sees 265% home page conversion lift with Intellimize

Located in Boston, Drift is a leading chat software and conversational marketing platform used by over 150,000 companies around the world. Using Drift’s customized chatbots, users can engage website visitors in conversations based on the page they’re currently on, creating better customer marketing experiences and sales potential.

Drift’s marketing team was accountable for a common task many digital marketers are familiar with: delivering more qualified leads to sales. Sara Pion, a growth marketer at Drift, wanted to use lead scoring platform MadKudu to score all incoming leads, then use Intellimize’s predictive personalization tool to create custom website experiences during the sales process.

Sara focused her website optimization goals on 3 of Drift’s most important website pages:

  • Home page
  • “Powered by Drift” page
  • Pricing page

By creating variations of content, layout, hero images, and more on these pages, and then using Intellimize to deliver the right combination to each unique visitor in the moment, Sara and her team were able to see some pretty impressive results:

  • 265% more leads on the Home page
  • 106% more leads on the “Powered by Drift” page
  • 102% more conversions on the Pricing page
  • 74% faster customer acquisition

For Drift, tailoring the pre-sale experience was key to seeing significantly more leads across the board. Download the case study by clicking on the image below to see how Intellimize was able use predictive personalization to boost sales opportunities and run multiple website tests in parallel at a faster rate.

Video: Debunking myths about AI in marketing

AI has become a hot-button topic with digital marketers. While some people think of AI as magic, others might think of it as a menace that’s trying to take over our jobs. Others might think of the Hollywood version of AI (like The Terminator or Westworld).

Although AI does tend to activate our imaginations, a lot of stories around AI today are perpetuated by myths. The truth is, AI is operating in the background for many of your most common marketing applications already. Paid ad distribution, lead scoring, and chatbots all utilize AI in one form or another. In our personal lives, AI helps us find faster commutes through mapping apps, gives us suggestions for our next favorite TV show to watch on Netflix, and helped us organize our never-ending stream of emails more efficiently.

From advertising to lead scoring to website personalization, many subsets of digital marketing are already using AI.

To separate fact from fiction, in the video below, Intellimize CEO Guy Yalif will walk through several myths we hear about AI and personalization, including:

    • Myth #1: I can completely turn over website personalization to AI
    • Myth #2: Everyone talking AI is telling me the truth
    • Myth #3: AI is too complicated for me to use for personalization

Watch the video to learn more about AI and how it can help power website personalization efforts so that we can eliminate rote work and focus on the things that matter most to us as marketers: creative ideas, connecting with customers, and alignment with the rest of the marketing organization.

If you’d like to learn more about how you can use AI-based website personalization to drive more leads and revenue, simply click on the “Request Demo” button on our website.