Drawing a Blueprint for Website Personalization with Drupal

For the past several years, we have heard how important it is to personalize content on your website. Providing a personalized experience results in a much better user experience for your audience. This results in your audience staying on your site longer (or shorter, depending on your goals!), coming more often, and converting at a higher rate.

But, personalization can seem daunting. Where do you start? How do you build a strategy? Is there any way to avoid expensive tools with eternal contracts? Wouldn’t it be great if your small to medium sized organization could get started with personalization in a budget-friendly way? It turns out it can! With a little bit of knowledge and a little help from Google Optimize, you can be on your way to a much improved website.

In this talk we explore the building blocks of personalization with a Google partner that has nurtured Optimize since alpha, doing deep dives in:

• Developing a strategy to graduate from testing to personalization

• Integrating a platform like Google Optimize with your Drupal platform

• Understanding the differences between Google Optimize and a premium personalization tool, like Google Optimize 360 and know when to upgrade (and, more importantly, when not to!)

In this session, we will use a live Drupal website to demonstrate how we use Google Optimize to better understand the audience and how to provide relevant content based on testing and analytics and insight, as well as 6 common A/B tests that are precursors to personalization.

The path to personalization is paved in failed experiments. Start construction today!