Evergage Blog

Ideas and Strategies for Real-Time Web Personalization

What to Do When Your Marketing Campaigns Don’t Work

What to Do When Your Marketing Campaigns Don’t Work

Written December 17, 2014 by 0 Comments
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Today’s top marketers make their jobs look easy. With clear planning and direction, they’re able to build massive growth engines for their organizations. Take the interviews and success stories from GrowthHacker.tv as an example. These marketing leaders are great at what they do. They’re so good that they almost seem super-human.
It’s very easy – as an up-and-coming marketer – to feel like what you’re doing isn’t ‘good’ enough, or that you’re doing something wrong. The fact is marketing is a field that was created by humans for humans.
Casual observers (and non-marketers) often don’t see the extent of experimentation happening behind the scenes. Marketers are often losing hundreds — sometimes thousands — of dollars before they ‘find’ a healthy, sustainable revenue stream. But what we see are the success stories — not the wobbly steps that marketers took to get […]

Increase Visitor Engagement by Showing Enticing Messages

Increase Visitor Engagement by Showing Enticing Messages

Written December 16, 2014 by 0 Comments
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Hello, and welcome to another Real-Time Tuesday. Today we will be discussing a strategy for increasing visitor engagement by showing them relevant messages based on where their mouse hovers. It’s a great way to call attention to content that the visitor is interested in.

Above is Evergage’s website header. The marketing team was excited about three brand new customer videos. We really wanted our website visitors to see them but we didn’t want to interrupt their browsing. So we launched a call-out message when their mouse hovers around the ‘CUSTOMERS’ tab.

As you can see, this is just a simple call-out message but it is very effective. Based on where the visitor’s mouse goes, we can determine what they are interested in. In this example, the visitor is interested in our customers. It is the perfect time to call out our […]

How to Enhance Your Content Strategy with Personalization

How to Enhance Your Content Strategy with Personalization

Written December 15, 2014 by 0 Comments
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We are a living in a ‘now’ society – we don’t like to wait for anything! Whether it is choosing expedited shipping to get our goods sooner, or sharing our driving experiences with others to collectively reduce our journey times. Why should your content strategy be any different?
You should know the destination or end goal you want your website visitors to take – whether it is to sign up for a newsletter, download an eBook or spend more time on your site. Use the steps they are taking on your site to gauge their interest level, then you can create shortcuts to help them get there sooner, based on how others have engaged with your content or achieved a goal.
Plan Your Journey
It starts with thinking about your overall goals (corporate and marketing) and then think about the journey you […]

Creative Ways to Capture and Retain More Leads

Creative Ways to Capture and Retain More Leads

Written December 11, 2014 by 0 Comments
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Sales-driven organizations thrive on the ability to build sustainable, scalable, and profitable lead generation programs. The challenge, however, is that many companies are competing to reach audiences who have extremely limited time.
Many marketers resort to one-size-fits all techniques like aggressive, ‘in-your-face’ pop-ups that are designed to pressure audiences into signing up for an email list, downloading an ebook, or requesting an offer.
What ends up happening, however, is a completely opposite effect — B2B audiences are extremely sophisticated and like to be in charge of their own buyer journeys. Aggressive pop-ups with condescending messages are a distraction at best. Just take a look at the following discussion on GrowthHackers.com:

If you’re reading this blog post, you probably know that there are elegant, creative, and high-performing ways to connect with prospective customers and improve customer experience. What’s challenging is the process of […]

How Real-Time Web Personalization Helps Increase Holiday Season Sales

How Real-Time Web Personalization Helps Increase Holiday Season Sales

Written December 9, 2014 by 0 Comments
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Hello, and welcome to another Real-Time Tuesday. Today we will be discussing a strategy for increasing sales this holiday season with real-time web personalization to create a unique experience for each visitor on your site, by showing them content that is relevant to them. Evergage Promote automatically catalogs products and content, dynamically promoting both based on visitor behavior. For example, you can show an item based on what a visitor has viewed on their first visit, what they viewed last, what they viewed the most, or what they have spent the most time viewing.

In this example, Evergage is allowing this e-commerce website to show the product that the visitor spent the most time viewing. This way, they are reminded about the product that they are most likely interested in. This will significantly increase the chances of the visitor re-engaging with that product. […]

Conversion Rate Optimization Is Not A/B Testing

Conversion Rate Optimization Is Not A/B Testing

Written December 5, 2014 by 0 Comments
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I feel as marketers, we’ve become a little sloppy with our marketing jargon! Most of these slip-ups are harmless, but there is one in particular that needs to be cleared up immediately:
A/B Split Testing & Conversion Rate Optimization (CRO) are not the same thing!
Prior to the rise in A/B Split testing, often referred to as A/B Testing, Split Testing, Testing, etc…, there was confusion between split testing and site functionality testing. Thankfully that verbiage mix up is well behind us with the rise in testing’s popularity.
A recent study by RedEye and Econsultancy found that 67% of companies are currently A/B testing and this is the fourth year in a row that testing was the #1 CRO activity. So it’s safe to say A/B split testing has hit the mainstream.
After the rise of A/B split testing, more buzzwords became prevalent […]

Is Persona Marketing Obsolete?

Is Persona Marketing Obsolete?

Written December 3, 2014 by 0 Comments
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Persona-based marketing is a practice that has been trusted by businesses for decades. Traditional research firms have relied on buyer personas to plan target markets, craft advertising plans, and drive the development of new products. Personas are the reason why today’s biggest companies have evolved to become what they are today — if you’re in the B2B world, you’re probably working with several companies that rely on this customer analysis technique.
The challenge with persona-based marketing, however, is that it doesn’t solve the same business problems that it has in the past — the ability to reach and engage consumers. As the digital ecosystem moves toward personalization, behavioral targeting, and predictive modeling, marketers are looking to learn from their customers on an individual basis.
Even still, persona-based marketing isn’t — and will likely never be — obsolete. Even though marketers are […]

4 Ways to Increase Newsletter Subscriptions

4 Ways to Increase Newsletter Subscriptions

Written December 2, 2014 by 0 Comments
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Hello, and welcome to another Real-Time Tuesday. This week we will be discussing four ways real-time marketing can increase your newsletter subscriptions. There are many ways you can ask your website visitors to sign up, but the best time to do so is while your visitor is engaged and interested. Asking visitors at the right place and time will increase your newsletter subscriptions. Here are four ways to do it:
1. Progressive CTAs on Your Blog

When a visitor is on Evergage’s blog, they will see this Evergage message encouraging them to sign up for our newsletter. The idea behind this message is that if a visitor enjoys the blog that they have just read, they will likely be interested in learning more about us. This message is an inline message off to the side of the page, so the visitor reading […]

Announcing Evergage’s New Personalized Experience Management Functionality

Announcing Evergage’s New Personalized Experience Management Functionality

Written November 25, 2014 by 0 Comments
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Evergage’s vision is to make it possible for marketers to personalize the digital experience for each and every visitor and user.
Now this vision is achievable! I am excited to announce the launch of Evergage’s new Personalized Experience Management enhancement to our real-time web personalization platform.
The capabilities empower marketers to create targeted campaigns to personalize any aspect of a visitor’s experience – on a computer or mobile device – with targeted dynamic content. Marketers can also:

Edit inline content. Simply click on text and edit inline then target it

Group multiple messages and inline changes into one experience

Coordinate different targeted experiences into one campaign

Report clearly with enhanced Campaign Reporting

Leverage Evergage for all A/B testing needs – test the effectiveness of one experience against other experiences

Vary experiences based on persona, behavioral segment or test group

Making the digital experience the best for each person […]

Top 5 Website Conversion Killers – The Usual Suspects

Top 5 Website Conversion Killers – The Usual Suspects

Written November 24, 2014 by 4 Comments
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If your conversion rates leave something to be desired, go line-up the following suspects to ID your website conversion killers!
Mobile Overlays

I never thought I would add overlays to a list of conversion killers, but this is one of the most overlooked conversion killers. Numerous case studies have shown the power of overlays and despite all the flak overlays get from the community, they work.

In this study by WhichTestWon, they found that overlays (when used properly) generate positive impact for marketers.
In order to get around the annoyance factor it’s crucial that you test the best way to trigger overlays via advanced segmentation. It’s pretty embarrassing to trigger a ‘Welcome’ message to a customer who visits your site weekly.
Since overlays have become a major marketing asset, many companies stick an overlay on their site without doing any mobile experience management. If […]