How to engage visitors with web personalization

Last update: 2023-09-22
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 Transcript

Now that you are familiar with how web personalization works, let’s learn how to set it up in Marketo. In our example, we will be showing you how to set up your web personalization account, create an audience segment that will see regionally targeted banners when they visit a website, create a web campaign customized to react or trigger based on visitor engagement, pause, edit or delete a web campaign. Learn about the different points of interest on the Web Personalization Dashboard. Learn about the different points of interest on the web personalization summary report, and use a Smart Campaign to track lead behaviors in your web campaign content.

Before you can create web campaigns, you need to set up users and add some JavaScript to your site. Let’s start by configuring users. First we’ll create a user role so we can decide who will need access to the web personalization functionality in Marketo. Start by clicking admin in the top navigation of your Marketo instance, then click users and roles. Click the roles tab. Then click new role in the create new role window, enter a role name. We recommend calling this role web personalization since this is the functionality the role would be accessing. Add a description, and in the permissions field select the targeting and personalization option. Then click create.

With the user role created we’ll add it to an existing Marketo user so they’ll have access to set up web campaigns. Start by clicking the users tab click on the user to grant web personalization permissions to and click edit user. Check the checkbox next to the role we just created and click save. Newly enabled users will see the web personalization tile in their My Marketo dashboard. The next time they log in next we’ll generate the JavaScript and Marketo that you’ll need to add to your website. Navigate to your My Marketo dashboard. Click the web personalization tile. From the username dropdown select account settings. The page should default to the domain configuration page, click generate tag.

Copy the web personalization JavaScript tag and provide it to the person who manages your webpage. They should paste it as the first script in the header of your pages between the head tags. Click close. Back in Marketo in domain configuration, set the tag toggle to on.

Click to save then click okay. Now we need to create one or more segments that we can use in our web personalization campaigns, to do that we’ll navigate to the super bowl in the top left and from the drop down menu, select segments.

Your web personalization campaigns will display unique content to members of your different audience segments, you’ll need to define these segments before you create your campaigns so that your campaigns can reference them. A segment is a grouping of leads that meet a specified criteria. They can be visitors from a specific industry, location, or based on the visitors onsite activity. The segments tab displays all of the custom defined segments that you set up based on various attributes. Next we’ll create a location segment. This will allow us to create a web campaign that will display regionally targeted banners based on the location of people visiting our website. On the segments dashboard, we’ll click the create new button. We’ll give the segment the name Coastal Southeast and give it a description. Now we’ll define our segment. From the firmographics menu on the right drag location over into the segment editor. Now we’ll define the location by selecting United States from the select country to add dropdown. And from the select US state to add dropdown we’ll select Florida, Georgia, North Carolina, and South Carolina. You can further narrow down by city or zip code. For the segment rule logic dropdown we’ll select use all filters so that our leads must qualify for all filters. And for the timing dropdown we’ll select on entry in order to determine when the user will see the personalization. For the domains dropdown, we’ll select the website where we want the personalization to happen and click apply.

We’ll click save to save our segment and continue to create more segments. Or we can click save and define campaign to go right to the set web campaigns page. Now we’ll create a web campaign.

A web campaign displays unique content when leads visit your website based on which audience segment they match.

In Marketo you can use three different types of web personalization campaigns. A dialogue campaign displays as a dialogue box on your website, like a popup message. To start, give your campaign a name, then select your target segment. Add the target URL where your web campaign will live on your website. The any page checkbox allows the campaign to appear on any page. The include URL parameter when matching checkbox allows you to add a URL parameter to match and show a campaign on URLs including this parameter. If you have multiple URLs to add, click the plus sign in the target URL field to open the multiple value entry window add each URL with a return in between and click save. Next, select the dialogue tab, then click the templates button. Choose a template from the choices then click to select it.

Edit your campaign content in the rich text editor and customize it with the additional display options under the dialogue tab. Next, enter the URL where you want to preview your campaign before it’s live, then click preview. After you’ve completed editing, customization, and previewing the campaign, scroll to the bottom of the page and click to save or launch the campaign. This will take you back to the web campaigns page. To schedule your campaign, click the dropdown menu to the right of the campaign name, then select schedule. Choose the time zone, start time and date, end time and date, and intervals you want the campaign to run, then click schedule. An in zone campaign replaces an element of your website based on the zone ID with content or graphical banners. To create an in zone web campaign, we’ll click create new web campaign give the campaign and name and select the target segment. Add the target URL where the web campaign will live on your website.

If you have multiple URLs to add, click the plus sign in the target URL field to open the multiple value entry window, add each URL with a return in between and click save.

Select the in zone tab, then click the templates button. Now you’ll choose a template from the choices. Click to select it, then edit your campaign content in the rich text editor. Next you’ll set your zone ID. The zone ID is where you’d like your web campaign to be located on your website. Define your website’s zone ID locate the area on your website you would like to replace with a web campaign. Right click and select view page source. Then open the search option by hitting command F or control F on your keyboard and search for div ID. Then you want to locate the div ID associated with that section. For example, if the zone you’re interested in shows div ID equals featured dash slider then featured slider is what you should type into the zone ID section, below the zone ID field the sticky check box is selected by default. The sticky option means the campaign stays with the user throughout their visit and will be seen multiple times.

Campaigns that are not sticky only load once per visitor. Next, enter the URL where you want to preview your campaign before it’s live, then click preview. As we did with the dialogue campaign you can schedule your campaign back on the web campaigns page, a widget campaign displays as a text or banner like sidebar on the vertical side of your webpage, with the ability to expand and contract while remaining fixed on the website page throughout the visit. To create a widget web campaign, click create new web campaign. Give the campaign a name and select the target segment. Add the target URL where the web campaign will live on your website, select the widget tab.

Add your widget campaign content in the rich text editor and customize it with the additional display options under the widget tab, you can customize your widget by color, where you can select the widget color from a color chart or enter it as an RGB color code. You can also select the transparency level of the widget background by moving the bar on the bottom in either direction, by side, where you can select the left or right side of your website for the widget to appear, or by vertical position, which defines the percentage on the window side where the widget is positioned. For example, 50% represents the center and 75% is three quarters of the way down on the page. Next, enter the URL where you want to preview your campaign before it’s live, then click preview. After you’ve completed editing, customization, and previewing the campaign, scroll to the bottom of the page and click to save or launch the campaign. This will take you back to the web campaigns page. As we did with the dialogue and in zone campaigns, you can schedule your campaign back on the web campaigns page.

Web personalization campaigns can be paused, edited, or deleted if you need to switch up the content, rethink your strategy or for any variety of reasons.

To pause a web campaign, we’ll navigate to web campaigns by clicking web personalization on our My Marketo dashboard. Then we’ll click the super ball in the top left corner and select web campaigns. We’ll locate the campaign. And if it’s set to launched we’ll click the dropdown menu to change the campaign status to pause. To edit a campaign, click the pencil icon to make edits in the content or settings. And to delete a campaign click on the trash can icon next to the campaign you want to delete.

You can use the Web Personalization Dashboard to get a quick glimpse of your top web campaign content and lead engagement. Here’s what the dashboard shows you.

Total engaged, how many people have engaged with your web campaign content, top campaigns, the top five performing campaigns, total content, how many total web campaigns have been created and are currently running.

Top content, the content that is performing the best.

Top industries, the top industries of the leads interacting with your content. Top directing converting content, where you’ll see which web campaigns were successful in producing lead conversions. Total organizations and top organizations. The number of total organizations engaging with your content and the top performing.

You can configure Marketo web personalization to send a summary report at the end of every month or at the end of every quarter. The report provides insights into your campaigns, conversions, and content. Here’s what the report provides data on.

Clicks, the number of clicks on campaign content, direct conversions, all visitors who clicked on recommended content during their visit and filled out a form, direct conversion rate, the percentage of visitors who became a direct lead after clicking recommended content. The formula for this metric is defined as direct leads divided by clicks,. Assisted conversions, the number of visitors who filled out a form and clicked on recommended content in a previous visit over the last six months, tips, to optimize your web personalization campaign performances.

It’s always best practice to add a Smart Campaign in Marketo to track web personalization activities. In our example, program, success is defined as filling out a form from the web campaign. Here’s how to set this up.

First navigate to marketing activities in your Marketo instance and create a new program.

Right click the program name and select new Smart Campaign. We’ll name this web personalization activity tracking and click create. Now we’ll identify our audience. So we’ll click the smart list tab. We want this smart list to track. When someone does the call to action on our specific campaign, we will drag over the click RTP call to action trigger and select the campaign name from the pick list. With the audience defined, we’ll click the flow tab and drag over change program success. In the dropdown select the name of the program that you are in, select attribute success, and new value true. Finally we’ll click the schedule tab and activate. Now whenever someone completes the form associated with your web personalization campaign, you’ll be able to track that as a success in Marketo. Now you have a working web personalization program that provides your audience with targeted content. -

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