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Marketing Trends
Marketing Spotlight: How Simple Personalization Dramatically Increased Engagement
00:06:59
Most CMOs think personalization requires complex AI and endless customer segments.
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- [00:01]
A
Have you ever wished that your entire video production workflow lived in one place? Well, you're in luck because that is ltx, the creative suite that was built by Light tricks, all for AI video production. It takes you from idea to final 4K video all in one workspace. And under the hood, you've got LTX2, the next generation creative engine, powering native 4K synchronized audio and cinematic quality fan fast. So if you make content professionally, this isn't just another tool. This is your new creative home. Go explore it at LTX Studio.
- [00:41]
B
Yeah, I think for us, where we're doubling down for our own business, but also to help our customers do this is actually in personalization of content. So I love to give this example. We've been personalizing email forever, right? If you got an email that didn't say hi Stephanie, you would be questioning, how did they not know my name? It's the most basic thing of knowing who you are in any type of engagement. And I really believe that that expectation is going to span to your website as well. So an example for us, you know, one of the beauties of working at Contentful is also my team runs on Contentful and so we found that 26% of our visitors to our homepage were clicking login, which obviously means that they are current customers. They're logging into our platform. So, so they shouldn't be seeing any messages of why buy Contentful? They already bought Contentful, so they should be seeing messages around what's new, what haven't they seen yet? Like how can we be a little bit more kitschy, a little bit more, you know, catching their eye. And we think about this in every aspect from first time visitors to returning visitors. Also focus, from a marketer's perspective to a developer's perspective, we provide very different experiences on our homepage and, and it's completely tailored to that Persona. This is a huge unlock for customers and I think they, like CMOs today, really need to start thinking about their website differently. Maybe that's where they really need to experiment. We experiment all the time. I think homepages get stuck in. That's my brand. That's the first impression. I can't touch this. And it's like, no, go take risks with that. Go personalize those messages. Because by the time that a human actually gets to your website, they have way more intent because they've done all their research in an LLM, right? Like they use of the website, how it used to be is no longer. And now with Geo and aeo by the Time they come to your website, they clearly need something from you. So whether they're in the US interacting with your chatbot or they're in a me on, you know, going through their website on their own, they have higher intent. And so how can you be personalizing the content to them to really make sure that you are driving that to conversion?
- [02:47]
A
How much are you personalizing? Let's just, I mean for you all, earlier you said we were, you know, originally talking to maybe developers or more tech focused people and then we wanted to shift to marketers. How much are you shifting when it comes to. Okay, I'm a marketer coming. Is the whole entire website different?
- [03:04]
B
Not the whole, not every single part of the website but like our homepage, the whole web homepage is wildly different. We also do that for various product pages like if it's more geared to developer. But it's everything. It's, it's from images, it's content, it's CTAs. Where do we want you to click and you know, and obviously advance the conversation and it's really thoughtful. The problem though is I feel like you can go down a dark hole of making it very complicated. And so we have been really trying to be the example of keeping it very simple and already seeing really huge improvements. A great example for you is we host an event called Contentful at the Cinema. So we buy out AMCs all over the world and we host prospects and customers at a big movie premiere. So you mentioned Formula One. Formula One's a customer of ours. You know, we did it for Formula One, we've done it for Wicked. That's a big draw. And so what we did is started using geotagging just in the eyebrow of our website. So it'll say hey Austin, because it knows you're in Austin, you know, come check out Contentful of the Cinema on, you know, February 26th and we saw a 51% increase in engagement of getting attendees at these events just, just by simple geotagging. I mean it's just, it's so simple. I can't stop saying the word simple because I think a lot of marketing teams over complicate it and that, that is what I think is going to be a huge unlock is if they can really do that.
- [04:28]
A
I love first of all the simplicity of what you're saying. Like I think that in, it's a good life lesson in general with almost anything. But what are some other simple things that you did that you know, had big movements like the geotagging?
- [04:41]
B
If you do Any A B testing, right? There's so many different elements. You can test one ad against the other, but you can only test one element at a time, right? So maybe it's the headline, maybe it's the CTA button, maybe one, you know, for an ad, it's a person and this is a product. And so it's hard to get to the crux of what actually is the differentiator. So when it comes to our website, we really try to focus on really big buckets, right? So someone who has never been to our website before, for somebody that has, Another great example is we launched a brand campaign last year called Feeling so Contentful. So if you came to our website through a really cool Feeling so contentful ad, someone looking zen and contentful yogaed out, you then saw that same carry through of the brand looking that way and that same messaging on the website as well. So what I think is interesting here is you're right. Like, I think marketers talked about personalization more as a journey they wanted to put, you know, prospects and customers on. And it's very much just this, A B testing, you know, does this work better than this? But they're, they're not thinking through the other aspects of places that maybe they feel uncomfortable personalizing. And so that's where we've seen that biggest momentum is really these bigger bucket comparisons and just making sure that they're different. Another fun one that we did for marketers was we updated our homepage banner to have Lorem Ipsum. And so people thought we had made a mistake. Obviously. They're like, oh, my God. They have, you know, like buffer, buffer font there. And it was kind of like a ha ha, like, caught you, you know, go check out our personalization page. And we saw over 250% higher engagement on learning about personalization on our product page than we had ever seen before. All because we did just this, like, funny catfish, you know, type banner on our homepage. And again, saw that if you're a marketer, if you came to our page and you're a developer, you did not see that. So how cool is that? I mean, we're seeing it. And this is every CMO that I've talked to. I'm like, please let me share our story, because if we can be an example for you, I can help you think through things, you know, a little bit differently. And same with our customers are doing it as well. Ruggable is a really. You mentioned rugable in the intro. They're really great. They do it for pets. Like, if, if you come through an ad by clicking on a cat, I'm a cat lady, you. You only see cats when you see their rugs. You would never see a dog. And they've seen a huge increase in conversion rates based on personalizing if you're a cat lover or you're a dog lover. And again, like, that's so simple, right? We're not even getting into the type of cats or how old your cats are, anything like that. It's like, very simple. You're either this bucket or that bucket. And they've seen really great conversion results coming off of that.
- [07:37]
A
Have you ever wished that your entire video production workflow lived in one place? Well, you're in luck, because that is ltx, the creative suite that was built by Light tricks, all for AI video production. It takes you from idea to final 4K video all in one workspace. And under the hood, you've got LTX2, the next generation creative engine, powering native 4K synchronized audio and cinematic quality fast. So if you make content professionally, this isn't just another tool. This is your new creative home. Go explore it at LTX Studio.