YouTube presentation: https://www.youtube.com/watch?v=D0SWlRrZuZ4 Let’s spin some context marketing gold, Sitecore style. Attendees nominated four websites that our panel of experts gave a “make over,” pinpointing opportunities for improvement with context marketing, to better connect visitors with personalized content at every click. Speaker: Chris Nash, SBOS Senior Consultant - Sitecore

1. Make Me Over!
Real-time Site
Renovations
Hosted by:
Chris Nash
Sitecore Business Optimization Strategies

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How this session works
AtlantisThe Palm
Nordson - B2B
ColletteTravel
Canadian Auto Association

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Our panel of experts – Sitecore MVP Digital Strategists
Chris Spears
Chief Marketing Technologist
ARKE
Jill Grozalsky
Marketing Strategist
Genuine Interactive
Tom Beeby
ChiefTechnology Officer
DT

4. Real-time
Makeover: Atlantis,
The Palm
Presented by:
Jill Grozalsky
@jgrozalsky

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• Ocean-themed luxury hotel and
resort located in Dubai
• Primary goal is to increase number of
total bookings
• Increase the total value of individual
bookings
• Increase the number of cross-
sells/customizations added on post-
booking
AboutThe Atlantis

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OptimizationThought Starters
The Atlantis has the opportunity to deliver tailored experiences to visitors
based on both implicit and explicit information.Core optimization
opportunities include:
• Using analytics and conversion data
• Profiling content to understand interest
• Testing content to increase conversion

7. Analytics and Conversion
Data
7

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With the ultimate conversion
of being ‘book now’ there are
few micro-conversions on the
site. Using analytics and
conversion data, we can
identify three core visitor
types.
• NewVisitor
• ReturnVisitor, No
Conversion
• ConvertedVisitor
DefiningVisitors Based on Conversion

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Makeover Ideas: Along the Journey
For new visitors, default
content will allow users to
browse naturally, providing
insights into their interests.
Quick win personalization
could in include:
• GeoIP tailored content
• Seasonality
• Campaign consistency
Ring in the New
Year in Dubai!
Buy Your Ticket
atlantisthepalm.com/sc_id498534

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Makeover Ideas: Along the Journey
Return visitors who haven’t
converted should be targeted
with strong, consistent “Book
Now” CTAs on content deeper
in the site.
• Update templates to
support additional CTAs
• Limit homepage content to
focus on booking rooms

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Makeover Ideas: Along the Journey
Return visitors who have
converted are no longer in need of
a room and should be targeted
with cross-sell and up-sell content
throughout their experience.
• Update homepage content to
promote “things to do”
• Change “Book Now” CTAs on
interior pages for additional
purchasable CTAs
• Promote specific options at the
top of each page

12. Profiling Content toTailor
for Preference/Interest
12

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Personalization: Profiling for Preference
Interest/Preference:
• Family Friendly
• Special Event
• Relaxation
Based on key pages visited, personalize
for preference. For someone who
explores family-friendly activities:
• Remove slider options, focus on core
”kid-friendly options”
• Personalize deals on homepage
(babysitting deals, family package,
etc.)

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Personalization: Profiling for Preference
Cross-selling services by updating templates to add new call outs that present content based on preference and
pattern match
Enjoy a Romantic Date
Night.
Inquire About Our
Babysitting Services

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Personalization: Additional Activities on Confirmation
Congratulations! Your booking is confirmed and we look
forward to your stay.
Explore Dubai from the Sky.
Book one of our
extraordinary Helicopter
Tours.
Reserve Now
Get up close and personal
with Sea Lion Point’s
charming residents.
Buy Tickets

16. Testing Content to
Increase Conversions
16

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Testing Opportunities
Are users facing choice paralysis?Testing the number of CTAs and type of
content presented will help optimize for conversions.

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Testing Opportunities
Testing CTA language
through checkout may
shed light on what leads
to more add-ons
throughout the process.

19. Future Considerations
19

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Future Considerations
With so many options for trips and
stays, providing the user with
functionality to store and sort through
preferences will not only enhance the
user experience
Building in itinerary or “favorite”
functionality to the site will allow
users to save activities – creating a
logged in portion of the site where
users are allowed to store their
preferences.
Add to Favorites

21. Real-time
Makeover:
gocollette.com
Tom Beeby
ChiefTechnology
Officer
DT

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gocollette.com makeover
The business
― Online travel agent
― Family business, est. 1918
― Sell unique package deals to
every continent
Goals
― New customer acquisition
― Data capture
― Package enquiries / sales
― Upsell / AOV
― Customer loyalty

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Where to start
DREAMING PLANNING / BOOKING TRAVEL / POST-TRAVEL
Phases of the traveller path to purchase

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Where to start
DREAMING PLANNING / BOOKING TRAVEL / POST-TRAVEL
Phases of the traveller path to purchase
1
Acquire new customers
via Facebook
3
Find a trigger to
create urgency
4
Pivot to rational: remove
barriers to booking
2
Clearer value exchange
for data capture
5 Encourage advocacy

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#Sitecore SYMProfiling the audience… Meet Jane
Classic
Explorations
Faith
River cruise
Spotlights
Tour
styles
Immediate
Short term
Mid term
Unsure
Planned
travel dates
Family
status
Single
Couple
Family
Retiree
Budget
Standard
Premium
Budget
preference
Travel
themes
Relax
Adventure
Shopping
Sport
Activity level
Asia
Australia
Europe
North America
Destinations
25

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Acquire new customers via Facebook1

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Acquire new customers via Facebook1
Create a new segmented list
Komfo social connector
(or experience extractor)
Facebook custom audience
Facebook lookalike audience
Reach new customers with
promoted post pointing to
relevant landing page

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Problem
― Why would a customer share their personal data
before they have received any benefit?
Answer
― Think about a value exchange
― Conditionally display the data capture form via
rules editor once customer has passed a
threshold of products views / product searches
― ALSO: Opportunity to collect some additional
data, esp. travel dates
Clearer value exchange for data capture2

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Find a trigger to create urgency3
Special offers Weather / seasonality
Events

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Find a trigger to create urgency3
1. Build out an interest profile of
customers to better understand
potential triggers
2. Enrolled in an engagement plan
when engagement threshold
reached
3. Test after 7 days if customer
has purchased a package
4. If not, send email containing a
relevant offer / trigger

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Pivot to rational: remove barriers to booking4
Generic, 1 size-fits all experience
Emotional response
Destination focus
Personalised experience
Rational response
Product / offer focus
Promote Australia package deal
Talk price / trigger / itinerary
“Book Now” CTA

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Encourage advocacy5
Jane Doe
@JaneDoe
Best holiday ever! Thank you @ColletteTravel #Australia

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#Sitecore SYMSummary
1. Use Sitecore experience database profiles & Facebook lookalike
audiences to acquire new customers
2. Present a clearer value exchange for the data capture form
3. Use triggered personalised email to bring customers back to the site
4. Adapt the site experience depending on where the customer is in the
purchase journey
5. Reengage the customer after their trip and encourage social sharing
34

35. Real-time
Makeover:
Nordson EFD
Chris Spears
Chief MarketingTechnologist
ARKE
nordson.com/en/divisions/efd/

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Product
- Precision dispensing equipment
B2B Sales
- Direct and Channel
Goals
- Create demand and provide
resources to sales
Nordson EFD –The Business

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Design for Demand
- More Opportunities to Convert
Experience Platform
- Personalization
- Engagement Plans
- ABTesting
Nordson EFD –The Opportunities

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Nordson EFD – Design for Demand
Add a secondary menu for immediate
contact, RFP requests, purchase inquires.
Show 3 clickable options for “hot”
conversions and route these directly to
sales
You are already doing this in the left
column but could be on every page.

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Nordson EFD – Design for Demand
Provide an opportunity on each of the interior
pages via a form request for email or email &
name.
Run a set ofABTests against which area of the site
works best. What call to action works best, etc…

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Nordson EFD – Experience Platform
EngagementValue Scoring
- Keyword Search – 0
- Find Product - 5
- Contact Us - 10
- Request Quote - 25
- Request Catalog - 50
- Buy Online - 100
Setup a Goal with the above value and
place them on the page after the
action.

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ABTesting
- Location of Request Forms
- Language in the site call to
actions
- Focus on tests that align to our
engagement value scores
Nordson EFD – Experience Platform

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Personalization
- Geo IP
- Events & Roadshows can take over the
home page
- Product / Industry
- Content Profiling leading to content
personalization
Score with the appropriate profile card
the industry pages. That coupled with
goals will show us which industries are
give us the most value.
Nordson EFD – Experience Platform
Profile Card - Industry
Profile Key Automotive Electronics Life Sciences Etc…
Automotive 10 0 0 0
Electronics 0 10 0 0
Life Sciences 0 0 10 0
Etc… 0 0 0 10

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Federated Experience
Manager (FXM)
Simple JavaScript code
to track transactions and
actual customers
Nordson EFD – Experience Platform

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Nordson EFD – Experience Platform
Exploring the funnel
Node size = value
Thickness of the line = number visits
Green = most efficient path

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Engagement Plans
- Setting up FXM on the ecomm
site allows us to know customers
versus non-customers
- Promote finishing a purchase
- Talk to them like customers
- Cross sell / up sell based on
purchases
- Keep it simple for non customers
Nordson EFD – Experience Platform

46. AboutCanadianAutoAssociation-
SouthCentralOntario
caasco.com

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• 2 million Members in South Central Ontario.
• Products and services
 Roadside Assistance
 Home
 Auto Insurance
 Travel Services
 Travel Insurance
• Hundreds of shops and attractions across
NorthAmerica
About Canadian Auto Association - South Central Ontario

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• Customer acquisition
• Sales of products and services to existing members
• Customer utilization
• Brand reinforcement – communicate brand values
Business objectives of the site

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1. Use personalization to increase membership signups
2. Use personalization to increase membership renewals
3. Use testing to increase click thru’s for credit card sales
4. Use profiling to segment visitors (for targeting and analytics)
Four Makeover Ideas

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Idea 1 - Use personalization to
increase membership signups

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#Sitecore SYM
52

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#Sitecore SYM
53

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#Sitecore SYM
54

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#Sitecore SYM
55

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#Sitecore SYM
56

57. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
57

58. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
58

59. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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There for your family when you need roadside assistance.
Sign up here.
Drive long distances? Count on us for roadside assistance when you
need it.
Sign up here.
Get piece of mind with Premier + Associate membership.
Sign up here.

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Idea 2 - Use historical data and
personalization to increase
membership renewal

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Personalization Rule Set Editor

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62
Historical Personalization Rules

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63
Historical Personalization Rules
Channel
Goal
Outcome
Page Event
VenueCampaign

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64
Experience Profile – Historical Data and Custom Facet Data!
Explicit Data & Preferences
Segment Data
• Travel preferences
• Preferred nearest store
• Vehicle type
• Membership status
• Date of last purchase
• Ecommerce discount code
• Email preferences
• CRM ID
Custom Facets
xDB

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65
Where there is traffic – there is potential!

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66
Remind why to renew membership
Roadside assistance when you need itGreat deals on travel packagesInsurance you can count onServing the community you live in

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67
Remind why to renew membership
Roadside assistance when you need itGreat deals on travel packagesInsurance you can count onServing the community you live in

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Idea 3 – Use testing to
increase conversion rate
for credit card sales

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Enjoy a welcome bonus of 50 CAA Dollars
TestVariant A
(Original)
TestVariant B

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Idea 4 – Use profiling segment visitors
(for targeting and analytics)

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Home Page

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#Sitecore SYM
74
Magazine - home page

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#Sitecore SYM
75
Suggested Profiles
• Profile Name: General interest
• Membership
• Rewards
• Auto
• Travel
• Insurance
• Community Action
• Profile Name: Membership Interest
• Potential member
• Existing member
Use profiling to ID visitor segments
Suggested Profiles
• Travel Interest
• Car Reviews
• Auto Advice
• RoadTrips
• Outdoors
• Destinations
• TravelTips
• People
• Your Home

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Use profiling for personalization & Analytics
Travel Interest Profile
Travel tips Pattern match
Travel Interest Profile
Travel tips Pattern match

77. FOR DISCUSSION PURPOSESONLY. Sitecore
Confidential and Proprietary. © 2016 Sitecore
Corporation A/S. All rights reserved. Sitecore®
and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All
other brand and product names are the
property of their respective owners.