Marketo tip #46 - Better conversion by making a good first impression on the website

Hi guys I hope you are marvelously well. Today in this marketo tip we will see how to make a good first impression on your website using marketo web personalization… I'm Sylvain Davril the founder of Merlin/Leonard, and this is a new marketo tip. You welcome a lot of people on your website…anonymous people, people who have already done things with you and your marketing…customers. So the idea here is to be able to recognize the people who arrive and to welcome them with personalization. Here is a very simple process I put up for the anonymous. I want four steps basically for the people who arrive on my website for the first time I would like to, show them a video demo of marketing automation. And for the people who have seen this video I would like the screen to change and welcome them by proposing to do a test, a marketing maturity test to see how they position within the ladder … After they've done the test I would like them to do a second test calculating the ROI they can achieve if they go through the journey of marketing automation. And at the end once they've done this quiz I would like to propose a meeting with them basically. That's what we can do with Marketo and web personalization. So here for instance this is the screen…that I've done for the anonymous. So this was the campaign I did for my previous website and since I've migrated my website and I've not adapted yet, the campaign. So that's why the look and feel is a bit different from this frame here compared to the different website. So that's that would be the first step here It's in French Sorry It's a bit basically let's say look at the demo. Here that would be the second step. I do the test the first quiz for the digital marketing maturity then here, it would be the third step, with the second ROI quiz and that would be the last step. There's an image missing here but basically we would propose a meeting. So in Marketo we have this dedicated module called web personalization, where you can create web campaigns and…Take, the control of part of the websites that you have to prepare first You have just to name a space on the website and marketo then can can take control of that So if we look at one of the campaign we basically, decide which segment… this campaign should apply to So here that's the people who have seen the demo… on which URL should this campaign apply And here we have three possibilities the classic pop-up, the widget on the right or on the left, And here I will choose the in zone where I can define here a bit of HTML and CSS. So it's better to do that through an external tool. And I will name here the zone in which I put the ID, the zone on which I want to take control and…that's how we do it We are just to launch So each time a person arrives on this URL belonging to this segment, Marketo will take control of this named zone and propose this display. So I've done four smart campaigns for my four scenarios with four segments. And in marketo obviously I collect the information that the person has seen the video because I've linked my marketo with my video player I know that the person has done the quiz because the quiz are linked also with marketo and they will fall into special lists. And that's how I can personalize my welcome. And first if I personalize the welcoming of my prospect and customer, that helps converting better obviously. And that's the idea behind marketing automation…create personalized scenario so that you offer a better customer experience to your prospect and customers