Personalization-enabled Drupal 8 for Vivint
Vivint, the premier provider of smart home products with a focus around security, came to elevated third with a vision: to provide their prospective customers with a premium, personalized and consultative experience on their website.
The brief appeared simple enough—develop a quiz-style microsite that generates personalized product recommendations to Vivint’s users.
A pay-per-click campaign would drive a percentage of site traffic to the experience (rather than a typical homepage). A series of questions would generate a personalized results page that recommends products and displays supporting content (i.e. blog posts, testimonials, proposals) based on user responses. The idea was that the personalized experience would educate customers and lead to more productive sales conversations.
Executing the personalized product wizard, however, proved to be a far greater challenge.
The Logic Behind Personalization
The first step to creating the wizard was to determine which questions would best identify a prospective customer’s problems.
Vivint created a list of potential questions and asked people at their state-of-the-art usability lab to rate the importance of the question. We took the prioritized list and narrowed it down based on what questions signaled what products or content people would likely be interested in.
A user’s responses aligned with one of four customer personas:
- Prevent (prevent an event - i.e. a burglary)
- Restore (restore peace of mind post-event)
- Conserve (conserve energy)
- Convenience (home convenience)
Each persona aligned with one of three smart home kits:
- Smart Secure (Prevent & Restore)
- Smart Control (Conserve)
- Smart Complete (Convenience)
A user’s responses determined which version of the results page was generated upon completion of the wizard.
Personalized results, delivered.
Smart Content, a custom Drupal 8 module developed in-house, made it possible to generate different versions of the results page. Based on the different user personas, the results page displayed a personalized smart home kit recommendation and displayed supporting content that the different users identify with. For example, if a user fit the “Conserve” persona, the header video that appears on their version of the results page addresses pain points that are common among those users.
The results page also generates personalized content based on a user’s location. If a user chooses to input their zip code, the results page displays insights about their potential energy savings, and data about how many other Vivint Smart Homes are in their area.
Always Be Improving
As the wizard proves its effectiveness over time, ongoing optimization will improve conversion even further to increase call frequency, increase the productivity of sales calls, and improve sales-to-install rates across the organization.