Seven Habits of Highly Effective Web...
Transcript of Seven Habits of Highly Effective Web...
Sitecore. Compelling Web Experiences
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Seven Habits of Highly Effective
Web Sites
Greg Baxter, Product Evangelist
Suzy McKee, Senior Product Marketing Manager
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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
(email 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
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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
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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
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Over 2,000 Customers Rely on Sitecore
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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
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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?
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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
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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
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Blackmores – The Customer Intimacy Journey
1-TO-1 TARGETED MASS
2007/08 2009 2005/06
Low High Personalisation / Relevance:
Broad Narrow Audience:
Shallow Deep Relationship Depth:
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Blackmores - Personalisation & Community
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Blackmores Today – A vibrant natural health community
286,000 members
120,000+ unique visitors/month
4 customer segments
Online communities
Blogs
Blackmores TV
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. Non-
members (Membership attracts
advocates)
Net Promoter Score of 79 amongst
advocates
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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.)
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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
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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
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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
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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
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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
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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
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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
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Q & A
Addition information can be found at:
www.sitecore.net
Follow up questions please contact:
Suzy McKee
Greg Baxter