ActiveCampaign Web Personalization

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ActiveCampaign Web Personalization

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Overview

This work is a series of design explorations that comprise the next iteration of Web Personalization in ActiveCampaign. I collaborated with PM to conduct future-facing design discovery on these features in parallel with active feature work. My primary goals with this work included:

  • Addressing common user pain points to drive adoption
  • Elevating the maturity of the recently launched, feature light Web Pers product line

What is Web Personalization?

  • Web Pers gives SMBs the ability to create many personalized iterations of a single web experience, without the complexity of managing multiple instances
  • Users leverage platform intelligence (gathered from other channels) to segment specific audiences
  • When audience members visit users’ site, our embedded code renders personalizations instantaneously
  • Rounds out users’ ability to create end-to-end journeys for the full customer lifecycle—beyond the inbox, meeting customers where they are

Common use cases

Who’s using it

How it works

Adoption woes and hypotheses

  • Despite its potential, Web Pers saw underwhelming adoption in its first quarter following launch
    • In three months, we served ~40k experiences, representing ~9% of all traffic on personalized sites
    • ActiveCampaign’s user base was 140k+ at this time; ~600 had utilized Web Pers
  • Data reveals a steep dropoff between the time when users start working with Web Pers, and the act of publishing their first experience
    • Conversations (80%); Pages (47%); Web Personalization (6%)
  • Talking with users, I worked with PM to identify four initial hypotheses for Web Pers’ adoption woes
    • Users do not know how to get started
    • The product is feature light and lacks platform visibility
    • The product suffers from connection issues
    • Customers are suffering from analysis paralysis
  • We identified three features which we believed would:
    • resolve most user hesitancy/confusion
    • bring Web Pers closer to feature parity with competitors
    • fundamentally improve the utility of the product

Getting Started Recommendations

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The problem

Proposed solution

Preview Mode

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The problem

Proposed solution

Canvas Device Size Simulator

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The problem

Proposed solution