Seven Habits of Highly Effective Web Sites

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1 Seven Habits of Highly Effective Web Sites Suzy McKee, Senior Product Marketing Manager Greg Baxter, Product Evangelist Page 1

2 Welcome to today s webinar Page 2

3 Featured Presenters Suzy Mckee Sr. Product Marketing Manager, Sitecore Corporation Responsible for go-to-market product and marketing strategies for Sitecore 20 years of marketing and marketing consulting experience Previous marketing positions at Marketo (marketing automation) and Lyris ( service provider) Greg Baxter Product Evangelist, Sitecore Australia Extensive knowledge of Web content management & web strategy 15 years of working with national and international brands: including Billabong, ENERGEX, Roche, and Australia Federal Police Page 3

4 You will take away Understanding of the 7 Habits Clarity about how to determine where your team should focus Learn how to put the habits into practice Real-world examples of companies living the habits on their web sites today Mazda Australia Manchester City Blackmores Liberal Party of Australia Learn2Grow The Nest Dollar Rent-a-Car Page 4

5 Sitecore Leading provider of enterprise-class.net web content management and portal software for mid-to-large organisations Presence Brisbane, Sydney, Melbourne, Tokyo, San Francisco, Boston, Copenhagen, London, Munich and Amsterdam Stability Profitable since inception in 1999, same owners, same vision and same technology (.NET) Customers Over 25,000 web sites in 50 countries Recognized Gartner Cool Vendor 2008 Content Management Gartner Magic Quadrant, 2009 leading visionary quadrant with most complete vision Gartner Magic Quadrant 2010 only.net application in Leaders Quadrant Supported Full Sitecore team in Australia, including local tech support Over 300 Sitecore Certified Partners worldwide, with over 50 in Australia Page 5

6 Over 2,000 Customers Rely on Sitecore Page 6

7 Introduction to the 7 Habits Steven Covey s book, The 7 Habits of Highly Effective People (Simon & Schuster, 1989) Apply the same rules to your web site Your web site is a mechanism to build and grow an online relationship with your audience Page 7

8 The Value Gap If you had a resource that could Increase customer retention Increase qualified leads Create more loyal and repeat customers Lower customer support costs Would you make use of it? Page 8

9 Most Web Sites are Untapped Resources Many organizations fail to harness the potential of customer facing sites to: Improve customer retention/relationships Test marketing effectiveness Increase lead generation Generate customer self service Due to consumerism elsewhere, customer expectations continue to rise Page 9

10 Habit #1 Your Customers Are in Charge Listen and respond to your customers needs Learn how to listen Optimize for what your customer wants to do Analytics only tell part of the story Engage focus groups, surveys and your online user community The customer is always right Become adaptive - Learn and evolve CMS to the rescue Prioritize high value content (that user behavior shows you) Why it matters By creating a customer centric website: More loyal customers (goodwill) More repeat customers Lower support costs per customer Page 10

11 Blackmores The Customer Intimacy Journey 2005/ / MASS TARGETED 1-TO-1 Personalisation / Relevance: Low High Audience: Broad Narrow Relationship Depth: Shallow Deep Page 11

12 Relevance combats drop-offs Page 12

13 Blackmores - Personalisation & Community Page 13

14 Blackmores Today A vibrant natural health community 286,000 members 120,000+ unique visitors/month 4 customer segments Online communities Blogs Blackmores TV Facebook Twitter YouTube Personalisation The post-event videos were watched a total of 127,957 times even though only 32,007 people actually ran the race 3,000 sign-ups to social media groups from Blackmores Sydney Running Festival links 36% survey response rate 34% greater spend Members vs. Nonmembers (Membership attracts advocates) Net Promoter Score of 79 amongst advocates Page 14

15 Habit #2 Implement Your Site Goals with Consistency Not as obvious as you think Most sites still behave like single dimensional marketing literature Create targeted (segment based) calls for action Leverage the advantages of the web, speak to who they are Guide users where you want them to go Remember: different types of users will react differently and plan for it Ask yourself What should users achieve on this site? What different types of goals do they have? Why it matters Provide focus and direction into every piece of content and functionality Higher conversion rates (leads, transactions, self service, etc.) Page 15

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17 Habit #3 Balance User Experiences with Site Goals Prioritize Your Customers Experiences User experience must win out Create value for your customers Provide what they need, or what they didn t even know they needed Align their needs with your desired outcomes Make your customers a part of the experience Why it matters Increased customer retention Lower cost of doing business with customers Word of Mouth (WOM) marketing Page 17

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19 Habit #4 Deliver Value to Your Web Visitors Provide value Deliver value back to customers; Understand what they need and deliver it quickly Demonstrate utility of the information they provide Why it matters Creates stronger collaboration habits with customers Builds goodwill with customers Stronger customer relationships for increased customer retention Page 19

20 Insert replacement for Accountants Page 20

21 Habit #5 Be Honest What is and is Not Working Examine and evaluate what does not work Find the holes Identify what customers seek, but can t find Elicit feedback and communicate back Offer expertise Why it matters Help your customers learn how to do business with you Lower customer support costs Page 21

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23 Insert Search report showing zero result searches Page 23

24 Habit #6 Create Ongoing Dialogue with Your Customer Create an ongoing conversation with your customer Use personalization to have an ongoing dialogue Episodic marketing can expand customer relationships Put your customer community to work for you Bubble up ideas and product feedback from customer community Build trust and confidence using your community Why it matters Creates value for the customer Greater customer intimacy / Loyalty Expands the customer relationship Deeper understanding of customer needs Page 24

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26 Habit #7 Sharpening Your Web Site s Saw Renewal Techniques that work: A/B Split testing Multivariate testing Marketers love metrics Use test and control mechanisms to analyze marketing effectiveness Learn what is working and what is not Prototype the customer response to new messaging and imagery Why it matters Actionable knowledge of what is working on your site A low-cost channel for measuring marketing effectiveness Page 26

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28 The Seven Habits Your Customers Are in Charge Implement Your Site Goals With Consistency Balance User Experiences With Site Goals Deliver Value Back to Your Customers Be Honest What is and is not working Create an Ongoing Dialogue with Your Customer Sharpen Your Website s Saw Page 28

29 Putting the Habits to Work Demand more from results from your Web site Extract more value by implementing these seven habits CMS and Search Technologies can support these goals Page 29

30 Q & A Addition information can be found at: Follow up questions please contact: Suzy McKee smk@sitecore.net Greg Baxter grb@sitecore.net Page 30