Personalization | Lars Birkholm Petersen

Category: Personalization


Must have Marketplace modules for Sitecore Digital Marketing System

January 10th, 2014 — 3:03pm

If you are using Sitecore Digital Marketing System (DMS) to optimize the Customer Experience, then make sure to look at these great modules on Sitecore Marketplace, that are ready to use and will give you some nice additions to the DMS Out of Box capabilities.

Personalization Tracker
This module can be found as part of the SBOS Accelerator Module and gives you the opportunity to easily track personalization.

This means you can better analyze views and clicks on personalized content and see the effect based on either Engagement Values or a Specific Goal (e.g. how many have filled out a specific form, based on the personalized content).

Using the module is really straight forward, once installed you get the option of enable the Personalization Tracker when you configure personalization, checking the Enable Personalization Tracker below will automatically track views, clicks and value for the different conditions.

Enable Personalization tracker in Sitecore Digital Marketing System

Once data is start collecting, you can access data by opening the Personalization Tracker from the Sitecore Desktop or Page Editor. Select the page where you have configured personalization and you can see the data for each condition, based on:

  • Views
  • Clicks
  • Engagement Value (view contributed)
  • View Effectiveness
  • Engagement Value (click contributed)
  • Click Effectiveness
  • Personalization Tracker application

    You can also select specific goals, if you would like to see contributions to conversions by views or clicks.
    With these insights you can better make decisions on:

  • Which conditions work – so you can consider applying these on a larger scale and test variations of these to optimize outcome further
  • Which conditions don’t work (look for low views or high views but low view/click effectiveness), consider deleting those or change content (if they have high views)
  • Actual Conversions Report
    As a bonus in the SBOS Accelerator module you also get access to the Actual Conversions Report, which enables you to dive into specific goal conversions, when running an A/B or MV test in Sitecore DMS.

    The Actual Conversion Report is accessible through Engagement Analytics or by selecting a test in Sitecore Marketing Center (this also works with historical tests).

    Below are a screendump of the report, here you can see information about the test, such as how many experiments to date, experiments by device, experiments by browser, combinations (if you are running a MV Test) and the variations. For each variation you can see the value contributed, based on the Engagement Values configured in DMS.

    Report for Testing in Sitecore Engagement Analytics

    If you select a test variant, you are able to see all Goal Conversions contributed by that variant – and get insights into which goals and value have contributed to the total value of the variant.

    Actual Goal Conversions using Sitecore Engagement Analytics

    Experience Explorer
    If you are working with personalization in Sitecore, then this module is your new best friend! You can download the Experience Explorer from Sitecore Marketplace here.

    The Experience Explorer allows you to, on the fly, turn on different parameters (like referral information, GEO Information, site behavior etc.) or configure presets, which could be iPad visitors from Colorado, that has arrived on the website by specific PPC Campaign and have signed up for the Newsletter – how would the experience look like for them. The Experience Explorer will use those parameters and you can browse the site and see when a personalized experience is triggered.

    Explore the Visitor Experience by using Sitecore's Experience Explorer

    You are also able to see all the personalization conditions for the different components on a page and which are currently triggered and the hierarchy of those.
    This is a must have module!

    DMS Gutters
    This module, that can be downloaded from Sitecore Marketplace here, allows you to see which pages have personalized content or a test running. The module is intended for Power Users, that are working in Sitecore Content Editor.

    Simply install the module and two new icons will appear in the gutter, if a page have personalized content or a test is enabled.

    See which pages have personalization or test running using Sitecore DMS Gutters

    I’ll get back soon – as there are more to be released very soon!

    Comment » | A/B split test, Digital Marketing System, Personalization, Sitecore

    Oh no – can’t see the keywords from Google!

    February 1st, 2012 — 4:58am

    …. And still trying to be relevant for the visitor!

    Back in mid-October 2011 Google made some changes, that will impact the visibility into which keywords, visitors arriving to your website from Google have used. However it will only affect visitors who are logged in using their Google Account to Google.com.

    The reason for the change is “As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver”, quote Evelyn Kao, Product Manager.

    According to Google they expect it to be a single digit percentage of visitors, where you won’t see the keywords. However as the service, is being rolled out to various country sites and with broader adoption of Google+, that percentage could be even higher.

    Reported by different bloggers within the SEO community, the numbers are constantly increasing – reaching double digits for some sites in November and are getting higher share each month.

    So how can it affect you and the Customer Engaging websites, which you are trying to create and maintain?

    First – a really low hanging fruit in Customer Engagement is to use the keywords for personalization, the keywords reveal a lot about user intent, like why is the visitor here, which products/services is interesting, are the visitor just searching or ready to engage?

    Not having the visibility into the keywords (the intent), will make it harder for personalization based on keywords, when all you get is a (not provided) parameter.

    But how could you, as an Interactive Marketer, still try to deliver an Engaging experience for the first time visitor arriving on an entry page, from Google with the keyword (not provided) parameter. The Visitor then clicks on the Home page, what would be an engaging and relevant message here?

    The picture below shows the behavior of the visitor, according to what is stored in your site analytics.
    How can you optimize the engagement for the visitor, coming with (not provided) keyword

    So let’s evaluate which information you have access to:
    - Geo information about the visitor (Country, City etc.)
    - Which entry page the visitor landed on
    - Referrer Search Engine is Google

    This will allow you to create targeted messages based on the entry page, if it’s a specific service – the message could be – “Learn more about why these customers use the specific service”, linking to case studies around that specific service. It could also be combined with the Country or City, which the visitor is located in, so the message becomes “Learn more about why these customers in x country use the specific service”.

    However the more dimensions you bring in play, the more messaging you need to create, analyze, optimize and maintain.

    If you take a look at a specific entry page, just like a page about a specific service – is it clear which intent the visitor could have by looking at this page?

    The clearer the more usage you could have of the above….
    Unclear leads to other ways around to be relevant for the visitor.

    If the entry page drives a lot of traffic to your site and most of that traffic is from Search, then chances is that the Long Tail of keywords, maybe similar to this:
    The long tail of Search Keywords

    In the Long tail above, 20.546 visits are coming from 29 different keyword(s) and some invisible (not provided) keywords from Google, which at position 4 are 7.8% of all search traffic leading to this page.

    If we look at the top3 keyword(s) terms, they are driving 76.03% of all organic Search traffic to this page.

    If your analytics is integrated with your Web Content Management System and you have access to the data in real time, just like is the case with Sitecore Customer Engagement Platform, then you can access page level analytics and get info about the top keywords for a given page, just like the top3 keyword(s) in the Long Tail example above and use this data, to be more engaging on the Home Page.

    Here are two examples of what you could show on the Home Page, after the visitor clicks from the Entry Page.

    Example 1: The Top1 Keyword(s) drives almost all Search traffic to the Entry Page
    Then the engaging content – that should stimulate the visitor in taking the next desired action, should be based on that Top 1 keyword term, chances are high that visitor have used this Search Term to find your site.

    Example 2: You get much traffic for different Keyword(s) terms
    How about showing a Tag Cloud based on the Top3, Top5, Top10 used keyword(s) terms, which are driving traffic to the Entry Page, could be a simple spot that asks “Do you want more info about…. Keyword(s) Tag Cloud”. Then you are trying to be relevant and chances are (depending on how many Keyword(s) you use in the Tag Cloud), that you are being relevant. If the Visitor triggers on a specific keyword in the Tag Cloud, then you have more info in the intent and you can use this for further optimization of the visitor experiences on your site.

    Some considerations:
    - Not Every Entry Page leads to personalized spots on the Home Page, identify those which are important in driving traffic and where keywords often reveal some intent.
    - Consider Filter “Bad” Keyword(s) sentences out, before showing them in the Tag Cloud. Worst case could be, you are getting a lot of inbound traffic on “brand product x repair”, properly not an engaging sentence to showcase on the Home Page.

    Having access to data and the possibility to seamlessly integrate these data into optimizing the visitor experience in real time, is getting more and more important.

    Web Analytics are not just about having access to aggregate data anymore, it’s should be a part of the real time optimization framework, which can be used to control and optimize the visitor experience in real time. The Analytics of the future is heading towards being Responsive Analytics.

    Please use the comments below, if you have any comments, feedback or have other suggestions for optimizing the Home page, given the quest above.

    Comment » | Customer Engagement Platform, Digital Marketing, Personalization, Sitecore, Web Analytics

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