Over 90% of digital executives believe Personalization is the next big thing. Yet how do the world's leading digital innovators create personalized experiences? Learn the advanced techniques that are driving the most value and transforming user expectations worldwide.

1. The Future of Personalization
October 2016
@Hazjier

2. Hazjier Pourkhalkhali
Lead Consultant, Optimizely
u Lead consulting strategy for
Optimizely Services worldwide
u Manage global Quarterly
Business Reviews program
u Product Owner, Metrics
for Optimizely X

3. @HAZJIER
A tale of two apps
Playing the next episode of the last show you watched

4. Steps to play last episode:
1. Scroll to Continue Watching
2. Optional: Scroll to episode
3. Tap episode

5. Steps to play last episode:
1. Tap hamburger icon
2. Scroll to category
3. Tap Comedy category
4. Scroll to Show
5. Tap show
6. Tap Seasons
7. Select season
8. Tap episodes
9. Scroll to episode
10. Select episode
11. Tap play episode
12. Tap confirm play

7. Seamless Handovers
Intelligent Funnels
Targeted Messaging
Recommendations

9. @Hazjier

10. @Hazjier

11. @Hazjier
+113%
Content
Views
+117%
Funnel
Entries

12. Case Study: Obama Contribute Form
@Hazjier

13. DONATE NOW
PLEASE DONATE
WHY DONATE?
DONATE AND GET A GIFT
CONTRIBUTE
Unregistered
Users
Registered
Users
Returning
Donors
0.0%
+2.3%
-27.8%
+15.2%
+8.5%
0.0%
+27.8%
N/A
-24.6%
+2.9%
0.0%
+16.3%
N/A
+11.9%
+18.4%
@Hazjier

14. Intelligent Funnels
Targeted Messaging
Recommendations
Seamless Handovers

15. @Hazjier

16. +26%
SIGNUPS

17. PERSONALIZEDORIGINAL
+24%
Click to Sale
+30%
Add-to-Cart
+210%
Conversions

18. Seamless Handovers
Targeted Messaging
Recommendations
Intelligent Funnels

19. Content
Download
Attend
Event
Sales
Meeting
Account
Sign-up
Activation
Small
Business
Mid-
Market
Enterprise
@Hazjier
1 2 3
1 2 3 4
1 2 3 4

20. Example: Company segment
SMALL BUSINESSES ENTERPRISE
@Hazjier

21. Example: Funnel stage
PRE-SALE POST-SALE
@Hazjier

22. Experiment: Branded Google SEM Traffic
@Hazjier

23. Experiment: Branded Google SEM Traffic
+20%
Conversions
@Hazjier

24. Case Study: Behaviorally targeting tire shoppers
<TARGETED TIRE OFFER> Buy 1, Get 1 Free!
+30%
Add-to-Cart
+12%
Product View
+18%
Revenue
+10%
Checkout
@Hazjier

25. Seamless Handovers
Intelligent Funnels
Targeted Messaging
Recommendations

27. @Hazjier
+30%
Viewed
Articles

28. ACCESSORIES
OFFICE
PHONES
CONSOLES
TABLETS
ACCESSORIES
§ Co-browse:
Viewers also viewed
§ Co-buy:
Buyers also bought
§ Popular:
Most frequently viewed
§ Recently viewed:
Continue your journey
§ User-based:
Recommended off
shared behavior

29. Intelligent Funnels
Targeted Messaging
Recommendations
Seamless Handovers

30. Thank
You!
@HAZJIER