How To Drive Conversions with Acquia Lift
by Katelyn Fogarty
Imagine talking to each of your site visitor personally to discover what they really want and what they are trying to accomplish on your site. At scale, that’s just not possible and would drive you a little bananas if it was.
The next best thing is a personalized digital experience that resonates with every site visitor. Acquia Lift does that. It enables marketing teams to increase revenue and gather new leads by instantly generating the kind of relevant content that customers crave.
Acquia Lift can turn websites into intelligent sales agents by beginning to build relationships, directing traffic and walking each user through from product presentation to purchase. We offer a variety of options to automate this process and find the winning combination for your particular market.
It all starts with the Acquia Lift campaign center. Acquia Lift seamlessly blends website design with testing options and analytics that allow you to take control of your content. Acquia Lift intelligently tracks the intent of your web traffic to personalize content in a way that is meaningful for the customer. Content is still the King, but context is the Queen and the two should be inseparable.
Consider the typical consumer browsing your site. They are usually searching for information to help them make up their minds or simply a place to buy what you sell. They need the right content, but they also need it in the right context or they will feel like they are wasting their valuable time.
Acquia Lift puts the right content in front of each site visitor at the right time. How? By customizing the content shown to different visitors and testing various content presentations for the best results. You will be able to test every aspect of your website, such as button text, button shape, color schemes, page layout, content type, banner ads, etc.
Case Study: Improving Banner Ads for Better Lead Generation
I needed to boost our lead generation numbers coming from the homepage banner ads. To do this, I used Acquia Lift to compare the effectiveness of the original banner ads with a variety of other ones. Lift built the framework so all I had to do was create a campaign and upload the content to test the other options. Reporting tools built into the Lift platform identified the changes that had the greatest impact. A complex and iterative site redesign test that would normally involve scheduling time with developers and designers was collapsed into one simple, easy project that I ran by myself on the fly.
Within one month, I had improved click-through rates by 32 percent.
Now let’s take a look at how to test it out for yourself. You can also check out our documentation on how to install the Lift modules.
3 Steps in Building Your First Campaign with Acquia Lift
Step 1: Create the Campaign
After you name your campaign, there are just three main steps in the creation phase: control groups, test type and distribution.
A) The Control Group option defaults to 10 percent, specifying how many people will see your original site to act as a baseline. This can be dialed up or down, but 10 percent is a good starting place.
B) There are two Test Types to choose from are the traditional A/B test or our own unique Auto-personalize function. Auto-personalize is a powerful adaptive learning tool that adjusts the options that different audiences will see based on real-time response rates. Conversion rates improve as the test runs.
C) Finally, the Distribution defaults to a 20 percent randomized/80 percent personalized variation schedule in order to correct for false positives. As you get more experienced running multiple tests, you may want to increase the randomized percentage based on feedback from the campaigns. To begin, default makes the most sense and eliminates statistical outliers.
Step 2: Upload Your Variations
This is where you input the components that you want to change in each test. A scroll bar along the top lets you enter as many variation as you need to make a solid test.
Step 3: Define Your Goals
Your goals can be anything you want visitors to do, such as “Register” or “Input email address.” They can also be more creative and focussed, such as “Hover time over a link” or “Total time on site.” Multiple goals may also aggregate to a threshold based on a points system. For example, clicking on a form could be 10 points while hovering is 5 points, meaning a success would equal 15 points for the page during a multivariate test. Setting goals may be the most important part of the campaign, so take your time and consult with us if you want experienced advice.
That’s all there is to it. The test is ready to launch and Acquia Lift does the heavy lifting in terms of generating context sensitive content and compiling results into intuitive reports.
If you want to see Acquia Lift in action with a guided example, check out this webinar explaining how I built banner ad campaigns for better lead generation.
The Two C’s
Just remember that the two C’s that matter most for the consumer are Content and Context. Acquia Lift generates the content they need based on what they want to achieve on your site. You have the power to try out different personalized presentations to hone in on the best results. This puts you in control of your content and the context, strengthening your customer relationships and driving conversions.