In Orbit 2020: Personalization in digital products, key of conversion

InOrbit20 | Ricardo Tayar | @rtayar | ricardo@flat101.com
PERSONALIZATION:
KEY OF CONVERSION
Step by step professional guide

Hi Slovenia!
I´m Ricardo
Some of my CRO clients worldwide:

STEP 1:
KNOW YOUR
CUSTOMER
Turning data into information

We are so used to descriptive analysis, just looking our
data in our tools, with our graphics and charts, just
playing with data and how we represent them in any
canvas to tell something.
Comparing metrics, periods of time, KPIs… what’s the
meaning of all these huge amount of data?

We need botch quantitative and qualitative data if we
want to really understand what’s happening in our
digital assets.

STEP 2:
RESEARCH
The Why

We always begin trying to find any fail in a huge
amount of quantitative data, but we don’t have any
context. We cannot answer the question “what is
happening here?”

As we need context information in order to understand
what’s happening in our digital assets we have several
techniques to use to gather these kind of qualitative
data.

0
51,7
0
14
100
72,5 64
100
Score Likert
Current web F
Prototype C+
Final design B

Master AW / Ricardo Tayar: Optimización y analítica web
www.Kschool.com

Launching and redesign of the new Pronovias eCommerce.
User testing is integrated as part of the natural redesign
process, going through 3 test cycles according to the stages of
the project: Current Web, Prototypes and Designs.
The needs of this project are focused on detecting those
aspects to be corrected in the successive iterations and
validating the design proposals that are made to make the
website more usable.
Dispositivos:
MOBILE Y DESKTOPWeb testing data
Focus: Redesign

Product Tested: Tests were carried out on the interactive
prototypes of the new website that was to be launched
internationally.
3 test cycles: For this type of project it is recommended to carry
out at least 3 test cycles, one for each phase of the redesign.
User Test
Prototyping and user
test
Final design and user
test
MUESTRA
6 USUARIOS
MUESTRA
6 USUARIOS
MUESTRA
8 USUARIOS
Spain
Italy
USA
International testing made in

15%
55%
40%
33%
44%
29%
12%
6 %
14%
18%
44%
2%
30%
W P Diseños W P Diseños W P Diseños W P Diseños
"Bien, muy bien. Se ve claro, los vestidos se ven muy bien" // "I like it, it´s very user friendly. I liked a lot
because there is not a lot of color and the dress spotlight"

As part of the requirements of this project, the tests
were complemented with international tests.
The most representative countries were chosen for the
target audience of our client.
The tests were carried out from Flat 101 using different
tools that we have for conducting live and moderated
tests with clients from these countries.

70
Pronovias
website
C
88,13
Wireframe
prototype
A+
0
51,7
0
14
100
72,5 64
100
Puntuación Percentil
86,56
Final
design
A+
0
51,7
0
14
100
72,5 64
100
Puntuación Percentil

All this qualitative data give us the key for testing and
improving performance of any digital asset, because
now we understand what is happening.

STEP 3:
LET´S TEST
Test to find your best business option

With the what and the why in your hand now you can
start testing in your digital assets to validate with are
the best options for a concrete period of time (bayesian
approach).

STEP 4:
EVOLUTION TO
PERSONALIZATION
Each client deserves a personalized
experience

With the data provided by the tests its time to start the
analysis that leads to the conclusion that we have
found clear models, patterns and drivers that allow us
to define not only a test, but a specific personalization
experience for users of a certain segment. It is no longer
a test, but a specific assignment of contents,
functionalities and messages especially oriented to an
audience.

The set of personalized experiences for this banking
client has resulted in a 26% increase over the account
opening estimate.

41
Si un usuario ha visitado regularmente una experiencia en concreto, se le
mostrará un Pop-up, Tooltip o Alert creado ad-hoc con el copy “Últimas
entradas disponible para la {{nombre_experiencia}} o similar.
Acelerador:
Objetivos:
Mejorar el ratio de visitas a experiencias provocando una sensación de
urgencia (se acaban las entradas) en el usuario.
KPI’s
1.Accesos a la experiencia.
Triggers:
• Cuando un usuario haya visitado más de una vez la mismas experienciab.
Sección:
•CTA de la experiencia
Target:
•Los usuarios que hayan
visitado más de 2 veces la
misma experiencia.
Dispositivos:
• Todos
User Case 5: “Últimas plazas para la experiencia”

Ejemplo trigger e GTM

Cookie setup for personalization
1
1
2
3

GTM Personalization configuration

Personalization vs NON personalization:

SAME WEB FOR ALL IS
DEAD
Each client cluster deserves a personalized
experience

TOOLS
What´s my budget?
What kind of experience I’m going to
develop?
What’s my CMS or programming language?

THE BEST TOOL
Use your data to care about your
customers. Understand their needs. Design
for them.

THANK YOU!
Any question?
Ricardo Tayar
@rtayar
ricardo@flat101.com

In Orbit 2020: Personalization in digital products, key of conversion

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