This document discusses how to optimize a sales funnel through personalization. It begins by introducing Laura Moisei and Valentin Radu and their roles at 123ContactForm and Marketizator respectively. It then discusses how to design an effective sales funnel with top, middle, and bottom sections. It emphasizes using personalization at different stages of the funnel based on factors like device, location, behavior, and history to improve conversion rates. Examples are given of personalizing content for time of day, weather, and past purchases. The document concludes by encouraging taking action to drive results and performance.

2. Laura Moisei
“I’m the Marketing & PR
Manager of
123ContactForm, here to
show you how to use the
power of data for your
business success.”
Key Performance Indicators -
what and how to measure

3. Laura Moisei
→ Marketing & PR Manager of 123ContactForm, world’s top user-friendly web
form and survey builder
→ in a complicated relationship with work
→ occasionally a public speaker

4. - Web form and survey builder, interaction and data management tool
- On the market since 2008
- Cloud-based, hosted by Amazon Web Services
- Partners of Unbounce, Salesforce.com, ExactTarget, HootSuite and NationBuilder
- Natively integrated with 40+ business apps, payment gateways and CMS
- Trusted by 600K+ businesses worldwide

6. Valentin Radu
→ Dad of 2, husband for 1 ;)
→ Entrepreneur since 2001, first exit in 2004
→ Co-founder of rca-ieftin.ro (leader in online insurance in .ro)
→ founder and CEO at Marketizator (the first integrated CRO platform in
Romania)

7. - The first integrated CRO platform
- A/B testing, personalization and surveys under the same roof
- 29 types of segments in our own engine
- Amazon Web Services technology
- Dedicated presence in 5 countries (Germany, Poland, Austria, Serbia, Bulgary, Turkey,
Romania)
- >2000 websites test with Marketizator

8. “It’s hard to achieve performance in marketing”

9. Whether you think you can or you can’t,
you’re right in both cases.

10. Guide to sales funnel design

11. Alert:
low conversion rate on your website
Easy culprit: website design
Real trouble: sales funnel missing
Casualties: 5/5

12. 1. Top of the funnel
Prospects are not yet aware your solution exists
→ you have low traffic on your website
→ build brand awareness
→ search engine referrals, social media, viral campaigns, word of
mouth

13. 2. Middle of the funnel
Prospects know about your existence, but are not aware you can help
→ your average bounce rate is above 50%
→ educate the audience about your solutions, help people
identify their problem and give an answer to it
→ optimize your Features / Products page, create a series of on-
page interactions. Best and simplest of all are pop-up surveys.

14. 3. Bottom of the funnel
Prospects are aware, but haven’t yet converted because they still don’t trust you
→ your conversion rate goes below 1%
→ earn your prospects’ trust
→ showcase success stories, shorten the path to conversion by
strategically placing lead gen forms on your landing pages

15. via evolvecreativegroup.com

16. Sales funnel can be like this:
Searches for a specific keyword → Visits company website → Reads a generic blog
post about your solutions → Downloads a whitepaper → Goes to the
Features/Services page, where a survey asks him about his problem → Sees a
personalized ad on Facebook that reminds of your service → Finds case study
with a similar client → Fills out quote request form → Becomes a lead.
Or, simplified:
Searches for his topic of interest → Visits your website → Gets retargeted via
AdWords > Reads a customer testimonial > Returns on your website > Buys.

18. http://pages.marketizator.com/asap/
A whole free ebook about funnel optimization:

19. 1. What does differentiation mean?
2. Growth-hacking
3. Web personalization

20. What does differentiation mean?1

21. Research Product Technology
Customer
service
Advertise
Brand
Uniqueness of
products
Functionalities
Quality/price
ratio
Packaging
Web Analytics
Customer insights
The team
The gathered data
The addressed
markets
Look & feel of website
Design
Copywriting
User experience
Page speed
Personalization
Development speed
Technological
innovation
Tools used
Delivery speed
Language
Over-delivery
Post-sale services
Working time
Budget
Channels used
Branding
Positioning
Exposure
Viral growth

22. https://www.lush.com/

23. 1. Small number of products
2. Focus is on clients with high income
3. Priority is the revenue, not the amount of sales
4. Creating demand which leads to reinforcement of the word-
of-mouth

25. Homework:
What are my points of differentiation?
What is it that makes me stand out (of the crowd)?
What is my differentiation strategy in terms of product, people,
communication, technology, client service?

26. Growth hacking2

28. We don’t want to sell products. We
want to change habits.

30. Do you have (too much)
spare time?

31. Going on vacation?

32. Are you in a bad mood?

33. Source: Nir Eyal

35. P.S.: I love you. Get your free e‐mail at Hotmail’ at the bottom.”
> +12 milion new email accounts

37. Bonobos recommendation
program
Growth from
1.6M USD revenue
to 4M USD in a year.
NPS Bonobos: 78
NPS Apple: 77

38. 1. Spread/dissemination through recommendation
2. Going viral with content (video, text, etc)
3. Planting habits on the clients that you already have
4. Using leverage

39. http://www.marketizator.ro/12-key-performance-indicators
The other 6 indicators widely explained:

40. Personalization3

43. How do customers see web personalization?
“73% of the customers in the USA claim that they like to buy from brands
and companies that use data to personalize messages and offers, because
they are more relevant for them.”
Source: eConsultancy

44. Personalization can be done according to:
- Type of device (desktop, tablet, etc)
- Resolution
- Geographical location
- Weather (sunny, cloudy, raining, snowing)
- Previous behaviour (last purchase was over $400)
- Calendar (it is Saint Patrick’s Day)
- Hour (there are 43 minutes left until the product arrives )
- Keyword
- Traffic source
- Visitor history (came over 4 times and didn’t buy anything / bought an item i.e. electric
cooking stove)
- The accessed page (products >$350)

46. Personalization according to the hour
Personalization according to
the weather

47. Personalization
according to
the city

48. Personalization according to behavior

49. Personalization according to user history

50. | | |
Because you’ve
been awesome,
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51. 3 months FREE subscription
For the $105/month account (30k visits to test)
Use code: 30APR
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52. Conclusion?
Action leads to results.
And results lead to performance!

53. Questions?

54. Best of luck!