Verder-online.nlPersonalisation that helps you move on
How can vFAS, an association of lawyers and divorce mediators, ensure that the public sees it as a hallmark for divorces? By shouting loudly and praising yourself through advertisements, or by offering outstanding content free of charge so that people come back the moment they need you? Perplex, together with ZB Communication & Media, took up the challenge. And it is paying off: visitors view almost 4 pages more, stay on the website 9 times longer and convert 3.74 times more often. How? By personalisation!
Prizes and nominations for VERDER*!
At the Grand Prix Content Marketing 2017 VERDER* was richly rewarded! On November 16 we took home no less than 2 awards; for Best Data Driven execution and for Best Platform/Content Hub! In the category B-to-C we received a bronze award and a nomination for Best Effectiveness.
Among other things, the jury said about the platform: "Socially responsible, charming and worthy of applause. In particular telling the stories as a trade organisation without emphasising commerce. Personalised content as with VERDER* is every content marketer's dream. The technology behind the platform is impressive and the results speak for themselves."
Starting in the waiting room...
Before we could get started, we sat down with the lawyers of the association of lawyers and divorce mediators vFAS, with the aim of finding out who the potential website visitors are. We assumed that the online target group would be the same as the people sitting in their waiting room. We have asked vFAS lawyers about the questions, wishes and information needs from their customers.
From persona to content strategy
The collected information from vFAS lawyers has been reduced to 6 personas and 3 phases, which guarantee to represent 98% of the target group. The website has four content pillars: divorce, mediation, children and money & property. Each persona has different questions within the different pillars and is looking for advice that applies to them.
We have personalised the platform so that we can actually offer the right content to the right persona. We have devised and developed the idea for personalisation and based on this we have, combined with the information needs of the personas, developed a data driven content strategy. ZB Communicatie & media created the content for verder-online.nl according to the strategy.
Diederick and Theresa
On the basis of the (implicit) behaviour on the website, a visitor is grouped into a persona and a phase, and the most relevant content is shown to him or her.
An example of a persona is Diederick. Diederick is 38 years old and a director and major shareholder, has 2 teenagers aged 14 and 17, is highly educated, owns a house, is married to Theresa and does not want to financially support her after the divorce. The opposite persona is Theresa, with completely different wishes and questions.
A number of articles are geared to the persona Diederick. The more often a visitor reads these articles, the more he is identified with the persona Diederick and the more content he will see that concerns Diederick. The remaining content does not disappear but remains visible at a lower level.
Divorce is a sensitive issue. Visitors do not want to bring all their sensitive information 'out in the open'. That's why we opted for implicit personalisation. Visitors do not have to mention anything themselves.
By applying algorithms developed in-house and continuously optimising, we can show the visitor the advice that is most applicable to him or her. It is like giving someone a thick book and only marking the pages that are most relevant.
We store the collected data internally in a kind of black box. Because (sensitive) information remains under our own supervision, we keep control ourselves. We can always justify exactly what happens to the data. This prevents the information being used for something or being resold.
Data is never linked to personal data, which we get through conversion. This always keeps the data we collect anonymous.
Testing and optimisation
To see how and if personalising works, we divide the visit to the website into three groups.
- 10% of visitors will not see a personalised version. This is the control group.
- 70% of visitors see the personalised version. With the insights from this group, we can improve the process.
- 20% of visitors will see an alternative, optimised version of the personalisation.
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