right
thank you for your time I'm a really excited to talk to you very quickly
about why personalization is the next frontier with in marketing I think
we saw couples of insights there to the future contacts being a very important
part of personalization
knowing where somebody is no it's a beast thinking also it take you through
a very quick
Peace Research we did with Bath University around how
personality types can be understood in the context of web behavior
and what we can do with that and the I
the the moral question around that as well so
a recently consultancy paper set that up 52 percent
agree that Billy depersonalize web content is fundamental to their online
strategy
and so it's a very very key part what you need to be doing
and so what we did is we looked at
or um we run a technology that understands he's a behavior
and we looked at our users across 10
our largest sites with hundreds of millions of users and look for common
behavior traits and this is that have
is there a clear distinction between how people act on line
and what we saw was that contact contrary to what people want to believe
you want to do
Internet Explorer is still remarkably important and so Internet Explorer the
browser that we all want to give up on
actually represents about a 45 percent higher conversion rate
in Chrome users at six o'clock in the evening so
this the browser you don't give up on quite yet unfortunately
arm and the if you look at crow
are actually Safari Safari was the
lowest-performing in terms a conversion evening and this is separated from
mobile traffic to this is tablet desktop traffic only
so one first crucial step within personalization
is make sure that the customers you're gonna buy the most earn you
can actually use your experience and your site we wanted to look a law
at internationals well so the UK's a fantastic exporters e-commerce
and so we looked at how the Brits in the Yanks were
performing in terms of behavior online from UK businesses
and we see that British browsers British are are more
I tuned to browsing a lot more on website they love to look at things a
lot more
we saw that on in the case a death toll to 120 percent higher browsing
are in the UK our mobile I'll about two hundred ninety percent higher
browsing it was quite interesting is when you look at the actual check out
behavior the behavior views as when they're ready to leave ready to buy
I mean we see that the americans are very careful
we see that um on computer on desktop 50 percent higher
in terms of spending time looking at the checkout
and considering check out and really you know what's driving that
the feedback we've been seeing that is what's driving that we think is the
Americans are more concerned that they're not gonna get the product
delivered in the right way
so this just shows you an extreme behavior where users are actually
worried that the not going to get the product delivered
and so they hesitate and a stick in the checkout a lot longer need for users who
ended up buying
and so it shows again the importance of providing that information
at that final stage the buying process so
looking into personality and this is something where
arm we commission to study with Bath University
looking at 250 survey respondents we we took off that they feel that a hundred
web behavior questions
filled out a profile about themselves and then we monitor their behavior for
about a month's worth of activity are two-thirds people signed up for Male
I just more guys want to do this and girls arm so it's slightly skewed in
that sense
but what we could see from this is that
there are some early signs that personality certainly dries online
behavior
the key personality types that we we looked at the ones actually showed some
significance
were firstly a category of openness
so people defined as open were the ones that were more likely to engage in film
content
they place a very high value on design
so when you're targeting open people
you need to make sure that your catering your site getting experience to that
are when we look at agreeableness
we saw that these people were extremely likely to be swayed by reviews
are reviews we drive conversion significantly for them
it will be fine with reviews is some purcell the tights with even
benefit from a bad review other products
and so what happens if you've a bad review for products and that person
reads that review and realizes that's not the thing i care about.
if everybody is saying this and that's not what I care about that actually ends
up driving
conversions but effectively so again certain personality type responds more
to that review we look at another character type
arm conscientious sis supports a
up they don't like having their details saved on site
so these you the users that really didn't like having to save their card
details
having to register the checkout having to do anything that involves leaving a
party there
digital personality your digital soul behind on the website
and so they would actually be put all of by this
on request for saving information
probably the largest and most see interesting group from the study was the
neurotic groove
the neurotic group were the ones that were
by far statistically significant in the sense that
they react very strongly to things like low stock messaging
scarcity reacted very well to
or or or not very well to showing
a product recommendation at the checkout stage
why don't buy this product actually causing the go yaar maybe I should buy
it maybe I shouldn't
and so it actually trove conversions down to show product recommendation the
checkout
so is sort of a a risky thing to be doing so they were the
the most easily detectable within the study
and then another very detectable group was the extroverts and the extroverts
we're a group that won't one-on-one contact they want to connect
with you the cut the brand they want to connect with other users on the site
and they want to communicate they don't want to just be
invisible on this web turney on those purchasing journey
and so they were another very detectable group within the study
so the big question then is how do you identify the segments and what can you
do
and so really where this all starts with understanding how to create structure to
your website
how to actually understand the individual components of the site
and and and what we're moving towards a semantic understanding the page
and then we really able to start understanding will how different
components affect different types of people
and with a lot of machine learning and and approach the big data you can start
to
in for behavior with personality types
and so the question is that how to display this and
it's about putting that into your site different stages and so we're only just
scratching the surface at this site today
and really what we're gonna see over time is
more more things that talk to the individual user
and the world's gonna come one more personal we really need to weigh up at
the end to the day
the moral question of whether this is the right thing and how far do we go
so that's all I have to say we've got a piece the research coming out on
arm I about this about personalization it's basically
up for such cute but forrester thank you very much your time
very detectable group within the study
so the big question then is how do you identify the segments and what can you
do
and so really where this all starts with understanding how to create structure to
your website
how to actually understand the individual components of the site
and and and what we're moving towards a semantic understanding the page
and then we really able to start understanding will how different
components affect different types of people
and with a lot of machine learning and and approach the big data you can start
to
in for behavior with personality types
and so the question is that how to display this and
it's about putting that into your site different stages and so we're only just
scratching the surface at this site today
and really what we're gonna see over time is
more more things that talk to the individual user
and the world's gonna come one more personal we really need to weigh up at
the end to the day
the moral question of whether this is the right thing and how far do we go
so that's all I have to say we've got a piece the research coming out on
arm I about this about personalization its bitly
up for such cute but forrester thank you very much your time