Live Webinar on 3/29/2016. [Click here to get the recording: http://offers.hubspot.com/how-to-get-more-value-from-your-website ] Too often a website becomes a leaky bucket: the best content is hidden, the wrong promotions are pushed, or everything is thrown at the user all at once. When this is the case, bounce rates are high, which is nothing but lost value for your company. The average bounce rate for content sites is 40-60%, and a simple landing page with a call to action has an average of 70-90%. A good website is crucial to inbound marketing. In order to get someone converted to a lead, you'll need to personalize your website, especially for that first impression. At the promote phase, you need to appropriately give someone the opportunity to share your content with their followers. Join Charlie Reverte, VP & GM at AddThis, as he shares his tips and tricks for website optimization and personalization. Make sure your website is one where people want to stay, and come back for more! On this webinar, you'll learn: The signs of an interruptive website with too many distractions How to simplify your website and personalize content to increase conversions Showcasing your best content to new visitors: how to avoid the "Content Iceberg" Tips to understanding your audience based on website behavior Much more about getting more value from your website!

1. How to Get More Value
from Your Website
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2. A couple reminders before we get started…
1. The webinar is being recorded
2. The slides on are on the sign-in page via SlideShare
3. Ask questions throughout the webinar using the
hashtag #WebsiteValueWebinar
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3. Hi, I’m...
Charlie Reverte, VP/GM of Publisher Products
Charlie Reverte
@numbakrrunch
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4. We help companies optimize marketing
effectiveness with tools and audiences powered by
extraordinary interest-based behavioral data.
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5. @addthis @HubSpot -- #WebsiteValueWebinar

6. @numbakrrunch -- #ATWebinar@addthis @HubSpot -- #WebsiteValueWebinar

7. This is the HubSpot Inbound
Marketing funnel that we’ve all
come to know and love.
Your website plays an important
role in this funnel and often gets
neglected or mistreated.
Website +
Inbound Marketing
http://www.hubspot.com/inbound-marketing
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9. “Markets are nothing more
than conversations.”
The Cluetrain Manifesto, 1999
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10. This is how we treat our
customers.
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11. According to a study by
Kissmetrics...
● The average bounce rate for
content sites is 40-60%
● A simple landing page with a
single call to action has an
average 70-90% bounce
rate
● Most of your hard-earned
visitors are leaving.
Result: High
Bounce Rates
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12. Where People Run Into Problems
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13. Blogging platforms make it really
easy to publish content but they
make it really hard to consume.
Blogs are laid out in reverse
chronological order. So they show
you what’s most recent and not
most relevant to what you’re
looking for.
Your best content for a new visitor
is often not your most recent.
Burying Your Best
Content
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14. The Vegas Strip Problem
The Content Iceberg Problem
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15. Overwhelm Our Visitors
Because websites are one-size-fits-all, when
you create a website design, you try and speak
to EVERYONE.
So, you throw EVERYTHING at your visitors.
It feels very overwhelming.
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16. The Vegas Strip Problem
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17. Interrupting Your Visitors
Before someone’s even had a chance to set
foot on your website, you ask them to subscribe
to your email newsletter.
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18. The Megaphone Problem
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19. All of these problems are related.
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20. What’s The Answer?
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21. What is Personalization?
Tailoring your content, promotions, and
messaging to the needs of individual website
visitors.
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22. 66%
of consumers reported that personalized messaging played
an important role on their decision to purchase something,
according to Forrester.
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24. How To Get Started
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25. 3 Steps to Website
Personalization
01
Understand your
audiences
02
Understand your
content
03
Match content with
the audience
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26. 1. Understand Your Audiences
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27. 1. Understand Your Audiences
New
Visitor
Deep Linked
from Search
Acquired From
a Campaign
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28. 2. Understand
Your Content
What content do you have
and how does it map to the
inferred audiences we’ve
identified?
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29. 3. Match ‘em Together
Try promoting content
aimed at someone in a
particular group.
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30. http://www.hubspot.com/inbound-marketing
Starting with the Convert Phase
Turning visitors into leads..
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31. ● Audience: New Visitors
● Content: A promotion to
learn more.
● Result: ~1% CTR
vs
.
Target Someone Who’s New vs. Returning
● Audience: Returning
Visitors
● Content: Get started.
● Result: ~2.5-3% CTR
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32. • Audience: Someone responding
to a specific promotional
campaign.
• Content: Don’t forget about the
promotion.
• Results: 5-6% CTR
Target Based on
Acquisition
Campaign
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33. • Audience: What page they’re
on says a lot about where
they’re in funnel.
• Content: Something that’s
specifically relevant to
someone visiting that page.
• Result: 2% CTR
Target Based on
Current Page
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34. http://www.hubspot.com/inbound-marketing
Moving to the Delight Phase
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35. Target Delighted Users
with Sharing
● Audience: People on a success page.
● Content: Promotion to share their
experience to a social network
● Result: 1.5 - 2% CTA
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36. Go Deeper by Targeting Interests.
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37. 3 Steps to Website
Personalization
01
Identify your
audiences’ interests
02
Understand your
content categories
03
Match content with
the audience
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38. 1. What have people seen
on your site already?
You can guess someone’s
interests based on what’s
popular.
Our Google Analytics
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39. 2. Map Content to
Your Interests
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40. 3. Target Based On
Interests
Audience: People who’ve visited travel or fine
arts sites.
Content: Specifically relevant to that interest
Result: 1.5 - 2% CTR
Targeted on Travel
Targeted on Fine Arts
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42. The Cold Start Problem
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43. What have people done off
your site?
Use 3rd party data sources to
understand the interests of
your first time visitors and
personalize before they
bounce
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44. Everybody Wins!
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46. Get more out of your website
addthis.com
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47. REGISTER NOW | WWW.INBOUND.COM
WANT MORE
GREAT
CONTENT?

48. Q&A
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49. Thanks for joining us!
Thanks for Joining Us!
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