Rob Carpenter

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
Rob Carpenter

About Rob Carpenter

Rob Carpenter is former Director of Marketing at Evergage. A passionate growth marketer, Rob excels at uncovering opportunities and executing fast campaigns to drive real business growth. He has also built a high-tempo process for tracking, iterating, and continually improving campaign performance over time. During his time at Evergage, Rob created clear positioning for Evergage, built out the Evergage web presence and increased web traffic and leads.

Why Relevancy and Timing Are The Most Important Conversion Optimization Factors

There are numerous methods you can use to increase conversions and click-through rates on your site. Writing persuasive copy is one of them.  Factors like typography, color and length of copy matter, but there are two incredibly important factors that many people forget: the level of relevancy and timing of your site’s copy. Relevance Resonates We’re told that our copy is supposed to communicate value, but value alone isn’t enough. Successful conversion rate optimization (CRO) depends on communicating both value and relevance. Relevance is a combination of two factors:  The reader’s motivations  The value of what the person will receive Motivation matters because you can’t make something relevant to someone if you don’t know what’s motivating them.  For example, is someone landing on the Toodledo website because they need help at work or because they want to stop forgetting to [...]

10:23 pm|E-commerce Optimization|Comments Off on Why Relevancy and Timing Are The Most Important Conversion Optimization Factors

How to Use Personalization to Increase Customer Happiness

Happy customers means more visits to your site and more engagement with your brand. Which in turn means more revenue for you. Here’s how you can use web personalization to increase customer happiness and keep them coming back for more. 1. Get To Know Your User If you want to delight your customers, you need to find out what makes them tick. You need to monitor your users to learn about what’s important to them. Start by setting up metrics and then measuring user behavior against these metrics. Measure how often users visit your site and how much time they spend per visit. You can also measure if they are spreading the word about your business on their social networks. If the numbers are not hitting your targets, you know you have a problem. Dig deeper and find out why [...]

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7 Ways to Personalize Your Homepage to Boost Engagement

Your homepage is the gateway to your business. It’s the place where visitors decide if you are worth their time or not. So if you can’t capture their attention, if you can’t hold them and engage them, they will leave. That’s money walking out the door. Don’t let money walk out the door. Instead, use web personalization to engage your visitors and keep them on your site. 1. Personalized Value Proposition Your value proposition is one of the most important pieces of content on your site. It’s your elevator pitch. It tells potential customers, in just a few sentences, what you can offer them and why they should do business with you. It’s got to be short and precise. No one wants to read through long paragraphs before they understand what you do. They simply don’t have the time. When [...]

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The Most Important Elements of Your Online Forms to Boost Conversions And Revenue

Conversion rate optimization is a big issue for your organization. You want to convert more website visitors, but you don’t want to come across as pushy or desperate, so check out these tips to optimize your online forms with style: 1. Test the Number of Fields in Each Form It’s easy to assume that the fewer the fields in your form, the better. That’s a mistake. One company added fields without hurting their conversion rate, but collected better quality leads. Adding more fields could push your opt-in rate up or down, or leave it unchanged, but you won’t know which until you test! A lot of people look for rules and “best practices” when it comes to forms and CRO. When they do, they usually arrive at, ”The fewer irrelevant fields in your form, the better.” The problem with that [...]

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3 Ways You’re (Unknowingly) Spamming Your Customers

Providing irrelevant information and spammy marketing messages is making your customers’ lives harder. A study showed that people say annoying ads get in the way of their activities - 19 percent even say they get in the way of sex. Suffice it to say, spam can be a definite turn off. The first key step to bringing an end to spam is admitting you may have a problem. The second step? Figuring out what you’re doing wrong and correct it. Here are three common ways you can (unintentionally) be a bother: 1. Displaying Irrelevant or Already Claimed Offers Do you offer a free eBook or access to a webinar? Do you offer that same eBook and webinar to every visitor even if they’ve already downloaded it or signed up for it? That’s spam and it’s holding you back. Repetition can [...]

10:22 pm|Customer Success|Comments Off on 3 Ways You’re (Unknowingly) Spamming Your Customers

9 Uncommon Conversion Rate Optimization Tips You Can Use Today

If you’re getting a lot of traffic to your website or a specific landing page, but not getting a lot of leads, don’t rip your hair out. Instead, it means it’s time to get serious about conversion rate optimization (CRO). We’ve all heard the very good, but all too common advice: test button colors and the number of fields in the forms you are using. The problem with common advice is that everyone’s sharing it and smart marketers are trying to go above and beyond what’s common to gain a competitive advantage. To take this next step, here are 9 CRO tips that aren’t usually shared. 1. Analyze The Competition’s CRO Strategy There’s probably a reason why your competitors have built their website in a certain way. They’ve probably been working on a CRO strategy themselves and have done multiple [...]

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How to Boost Sales Conversions of First-Time Buyers

It takes more effort to win over and convert first time buyers. Consumers are more apt to buy from someone they know and trust. That’s a given. After all, they don’t have much of a relationship with your business initially, yet you still expect them to commit themselves to you. Getting new customers to identify, engage and trust your business quickly helps move relationships forward with more ease and with a higher likelihood that they will buy from you again and again. You can’t always get it right the first time, as I have learned. But through trial and error and by learning from others in my industry, I’ve been able to learn some tactics to boost the conversion rates of first time buyers. Here is what I know works today: 1. Focus on Design Steve Jobs once said “Design [...]

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3 Metrics You Must Track To Keep Your Business Alive

It’s easy to look at Google Analytics on a huge traffic day and get excited. After all, a huge traffic spike means loads of new people are coming to admire your blog, your website, and your product, right? Attention and eyes are one thing, but they are the absolute bare minimum you need to succeed. If the only thing you worry about are metrics like visitors, followers, subscribers, and shares you’re in trouble - you’re falling victim to vanity metrics. Eric Reis says, “The only metrics that entrepreneurs should invest energy in collecting are those that help them make decisions. Unfortunately, the majority of data available in off-the-shelf analytics packages are what I call Vanity Metrics. They might make you feel good, but they don’t offer clear guidance for what to do.” From vanity metrics to actionable metrics Vanity metrics [...]

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How to Use Data to Beat Your Competition

Many of the world’s smartest marketers are now deploying behavioral analytics not only to track customer behavior, but to predict behavior, create unique experiences and get an edge on their competition. What is created is a holistic picture that can tie patterns of behavior to custom content and offers, customer actions to sales, and an advanced ability to discover new opportunities. In it’s early stages, your business’s ability to discover new opportunities is what will propel you forward and keep you ahead of your competition. As you grow, this advanced ability will make sure you keep well ahead of those who want to steal your customers or imitate your success. Using data to beat your competition isn’t just about winning the battle for customers in the here and now - it’s about gaining a sustainable advantage. Remember, anyone can target [...]

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How to Offer Real-Time Personalization Without Freaking People Out

When it’s done well, real-time web personalization can help you convert more people into customers. They will be more informed and, therefore, more trusting of you, and will have a much better understanding of your product. However, when it’s done poorly, it can really give someone the creeps.  If messaging gets too personal, people can get turned off.  Be Relevant Yet Open Minded Your deeply driven desire to appeal as directly to your customer as possible is pushing you to create dynamic messages based on what you know about them. Without a strategy in place, this can go bad and it can get creepy.  Here are some marketing practices that should be avoided. Failing to develop a trustworthy presence If you want people to buy your product or sign up for your service, you need to look trustworthy. There are [...]

10:20 pm|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on How to Offer Real-Time Personalization Without Freaking People Out

10 Quick Ways to Improve Customer Experience

When it comes to bad customer experiences, I’ve heard every excuse in the book. One of the most common excuses is that there just isn’t enough time in the day to go "above and beyond" to delight customers. I want to put an end to the myth that it takes an endless supply of time to create outstanding customer experiences. The reality is that all it takes is a few minutes and the right attitude. Here are 10 things you can do today with five minutes or less to improve your customer experience: 1. Send a Card to a Power User “We pay a lot of attention to community management” explains Jess Lee, CEO of Polyvore, an online fashion community. “We have a great community manager, Nadia, who actually talks to and meets them. We had someone who was very [...]

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How Web Personalization Can Drive Better Landing Page Results

When you think about a landing page and how well it performs, your mind probably goes to copy, design, or calls-to-action. You’re not alone. In fact, there’s a good chance that’s exactly where your competition's mind is going to go, too. You, like your competition, need to pay attention to those factors because they are important - they will determine how well your landing page converts visitors into users or customers. If you want to get an edge on your competition, take one step beyond worrying about copy and design - step into the world of behavioral analytics and personalized content. Leveraging the information you know about your users and web site visitors will let you offer up a customized landing page - one that presents the most relevant information possible. Personalized Value Proposition Personalization is one of the oldest [...]

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28 Must-Read Posts on Lead Generation

Generating leads is a constantly evolving art form. With so many factors to consider, implementing a consistent and effective lead generation campaign can seem impossible for most businesses. Selecting the right channels, breaking through the noise, capturing the right decision maker’s attention, all while measuring your efforts and maximizing profitability of the campaign, can become a daunting undertaking. All of your efforts have you focused on generating quality leads for your business as cheaply as possible. The added challenge is that consumers are smarter and more resistant to old lead generation methods. Even new ones get stale quickly, so you need to constantly be at the front of the pack. There is a lot of information out there, but it’s still difficult to distill it all into a strong lead generation strategy. How do you know which practices are best [...]

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