CAra Harshman at CTA Conference 2016

CTA Conference 2016: Cara Harshman

DISCLAIMER: This post is written as a live blog from Call To Action Conference 2016. There may be typos and grammar to make my high school English teachers weep. Please excuse those … it’s a fast=paced conference with back-to-back sessions and no time for proofing or even proper writing.

Coming up after the lunch break is Cara Harshman from Optimizely who our regular readers will remember from our coverage of her session at last year’s Mozcon.

She begins by talking about Amazon circa 1998.  She quotes Jeff Bezos with, “If we have 4.5 millions customers we shouldn’t have one store, we should have 4.5 million stores.”  A revolutionary idea in 1998 but now we know it’s exactly the way Amazon does it so successfully now.

Cara suggests we need to kill the homepage and replace it with a landing page for each person.  Customize and personalize by known factors like time of day, what company you were from, etc.  They did this themselves very successfully.  She’s going to take us through the process …

1 – Why design and personalize?

2 – What did they change?

3 – Redesign page

How did it perform?

They started with a 50/50 test to ensure it would be successful.  They measured …

Qualitative – anecdotal tweets and client feedback

Quantitative – stats – 1.5% increase in engagement, 113% boost to visitors to solutions page and 117% increase in starts-account-creation.  No effect on the funnel of leads.  They’re still testing.

Cara reiterates and stresses the importance of testing.

She wants us to ask who are our most important customers and then ask how I can speak to them more directly and personally on the site or via other channels.


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