WELCOME!           Copyright © 2011 BlueArc | Commercial-in-Confidence | www.bluearcgroup.com
DELIVERING EXCEPTIONALUSER EXPERIENCES &ENGAGEMENTReal World Success StoriesScott Porter, BlueArc Group CEO               ...
AGENDA•   Who we are•   Setting the scene: Digital Maturity Journey•   What is “exceptional” user engagement?•   Real Worl...
ABOUT BLUEARC• Leading digital agency for over 13 years• Sydney & Melbourne• Specialising in: Digital Strategy, CMS,  eCom...
SOME OF OUR EXPERIENCE• Sitecore               Copyright © 2011 BlueArc | www.bluearcgroup.com
DIGITAL LANDSCAPE                      79%                  13%  75%               Communicate            Used the Researc...
WHAT IS “EXCEPTIONAL”USER ENGAGEMENT &EXPERIENCE?                 Copyright © 2011 BlueArc | www.bluearcgroup.com
IT’S EVERYTHING!                   Copyright © 2011 BlueArc | www.bluearcgroup.com
HEARTIN YOURCOFFEE          Copyright © 2011 BlueArc | www.bluearcgroup.com
PLEASANTSURPRISE           Copyright © 2011 BlueArc | www.bluearcgroup.com
BUILDING A MULTICHANNEL STRATEGY  Delivering a seamless experience across the entire customer                  life cycle ...
ENGAGEMENT ACTIVITIES                    46%                      48%                                73%  72%             ...
HOW TO MEASURE SUCCESS?1. TIME SPENT ONLINE2. PAGES VIEWED/NUMBER OF VISITS3. USER REGISTRATIONS4. UGC & ONLINE COMMUNITY ...
IF USERS ARE ENGAGED...THEY INTERACT WITH   MORE PAGE VIEWS,THE MEDIUM MORE      CONVERSION & REVENUETHEY TELL YOU MORE   ...
SETTING THE SCENE:BlueArc Digital Maturity Model™COST                 LIMITED                  BUSINESS                   ...
ONLINE EVOLUTION &REAL WORLD SUCCESS               Copyright © 2011 BlueArc | www.bluearcgroup.com
EVOLUTION PHASE 1...                 Copyright © 2011 BlueArc | www.bluearcgroup.com
THE CHALLENGE•   Lacked strong style•   Limited product range•   Static•   Uninspiring•   Difficult to navigate           ...
OBJECTIVES                                A reference                                  site forReinforce brand:           ...
THE SOLUTION•   New User Interface & User Experience•   New CMS platform – AUS & NZ websites•   Product & Data Management ...
LEARNINGS….              Copyright © 2011 BlueArc | www.bluearcgroup.com
GREAT RESULTS•   Approx 2,000 products online•   Site visits up 50%•   Page views up 400%•   Newsletter signups up•   Boun...
BUT STILL MORE TO DO...EVOLUTION PHASE 2                 Copyright © 2011 BlueArc | www.bluearcgroup.com
RESEARCH - UNDERSTAND THE AUDIENCE•   Women•   Between the ages of 25-60•   Middle and upper household income•   50% Freed...
RESEARCH – THEIR ONLINE BEHAVIOUR• Online 1-3 hours a day   – Email   – Banking   – Buying   – Social Networking• 37% have...
THE MECHANICS• REFINED DIGITAL STRATEGY   – Deeper understanding of customers & behaviours• INTERFACE DESIGN, ACCESSIBILIT...
THE QUICK WINS• Introduced My Freedom (Wish List)• Surfaced more relevant Products• Improved Search• Improved SEO• Site Se...
Copyright © 2011 BlueArc | www.bluearcgroup.com
HOMEPAGE           Copyright © 2011 BlueArc | www.bluearcgroup.com
HOMEPAGEROLLOVER           Copyright © 2011 BlueArc | www.bluearcgroup.com
SUPERCATEGORYPAGE           Copyright © 2011 BlueArc | www.bluearcgroup.com
PRODUCTLIST PAGE            Copyright © 2011 BlueArc | www.bluearcgroup.com
PRODUCTLIST PAGE            Copyright © 2011 BlueArc | www.bluearcgroup.com
PRODUCTROLLOVER           Copyright © 2011 BlueArc | www.bluearcgroup.com
PRODUCTPAGE          Copyright © 2011 BlueArc | www.bluearcgroup.com
MYCOLLECTION             Copyright © 2011 BlueArc | www.bluearcgroup.com
EVEN GREATER RESULTS!• 6,000+ products online   – richer product imagery, more information     about products• Site visits...
EXCEPTIONAL ONLINEEXPERIENCE &ENGAGEMENT = SUCCESS               Copyright © 2011 BlueArc | www.bluearcgroup.com
Copyright © 2011 BlueArc | www.bluearcgroup.com
Copyright © 2011 BlueArc | www.bluearcgroup.com
Copyright © 2011 BlueArc | www.bluearcgroup.com
Copyright © 2011 BlueArc | www.bluearcgroup.com
EXCEPTIONALONLINEEXPERIENCE &ENGAGEMENT =SUCCESS               Copyright © 2011 BlueArc | www.bluearcgroup.com
www.bluearcgroup.comTHANK YOU! +61 02 9467 2500                   Copyright © 2011 BlueArc 2011 BlueArc | www.bluearcgroup...
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Delivering Exceptional User Experiences and Engagement – Learn from Real World Success Stories

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Learn from Freedom's real world success and find out how to deliver exceptional user experiences and engagement.

Presented by Scott Porter, BlueArc Group CEO

Published in: Technology, Business
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Delivering Exceptional User Experiences and Engagement – Learn from Real World Success Stories

  1. 1. WELCOME! Copyright © 2011 BlueArc | Commercial-in-Confidence | www.bluearcgroup.com
  2. 2. DELIVERING EXCEPTIONALUSER EXPERIENCES &ENGAGEMENTReal World Success StoriesScott Porter, BlueArc Group CEO Copyright © 2011 BlueArc | www.bluearcgroup.com
  3. 3. AGENDA• Who we are• Setting the scene: Digital Maturity Journey• What is “exceptional” user engagement?• Real World Success Stories: Evolution of Freedom online and more! Copyright © 2011 BlueArc | www.bluearcgroup.com
  4. 4. ABOUT BLUEARC• Leading digital agency for over 13 years• Sydney & Melbourne• Specialising in: Digital Strategy, CMS, eCommerce, Application Development & User Experience Design• Trusted Sitecore, Endeca & Microsoft Gold Partner Copyright © 2011 BlueArc | www.bluearcgroup.com
  5. 5. SOME OF OUR EXPERIENCE• Sitecore Copyright © 2011 BlueArc | www.bluearcgroup.com
  6. 6. DIGITAL LANDSCAPE 79% 13% 75% Communicate Used the Research internet via Online 50%purchasing mobile phone decisions Own a smart online phone 41.5 million Hours spent on8.7 million social networking People accessed sitessocial networking sites Copyright © 2011 BlueArc | www.bluearcgroup.com
  7. 7. WHAT IS “EXCEPTIONAL”USER ENGAGEMENT &EXPERIENCE? Copyright © 2011 BlueArc | www.bluearcgroup.com
  8. 8. IT’S EVERYTHING! Copyright © 2011 BlueArc | www.bluearcgroup.com
  9. 9. HEARTIN YOURCOFFEE Copyright © 2011 BlueArc | www.bluearcgroup.com
  10. 10. PLEASANTSURPRISE Copyright © 2011 BlueArc | www.bluearcgroup.com
  11. 11. BUILDING A MULTICHANNEL STRATEGY Delivering a seamless experience across the entire customer life cycle regardless of channel Start by defining the role of each channel, what experience will it deliver? Agree on how you will deliver this experience by channel at all touch-points in the customer lifecycle. Paying careful attention to how they compliment each other.Awareness Research Inspiration Purchase Service Reward Copyright © 2011 BlueArc | www.bluearcgroup.com
  12. 12. ENGAGEMENT ACTIVITIES 46% 48% 73% 72% Planning to Email Micro- Social blogging invest inNewsletters Networks Mobile in 2011 +9% + 8% + 13% Plan to increase Plan to increase Plan to increase investment in investment in rich investment in online on-page UGC communities interactivity Copyright © 2011 BlueArc | www.bluearcgroup.com
  13. 13. HOW TO MEASURE SUCCESS?1. TIME SPENT ONLINE2. PAGES VIEWED/NUMBER OF VISITS3. USER REGISTRATIONS4. UGC & ONLINE COMMUNITY INVOLVEMENT5. CONVERSION6. REVENUE Copyright © 2011 BlueArc | www.bluearcgroup.com
  14. 14. IF USERS ARE ENGAGED...THEY INTERACT WITH MORE PAGE VIEWS,THE MEDIUM MORE CONVERSION & REVENUETHEY TELL YOU MORE DELIVER TARGETEDABOUT THEMSELVES CONTENT & OFFERINGSTHEY COME BACK LOYAL USERS, STRONGTO YOU MORE RELATIONSHIP Copyright © 2011 BlueArc | www.bluearcgroup.com
  15. 15. SETTING THE SCENE:BlueArc Digital Maturity Model™COST LIMITED BUSINESS STRATEGICCENTRE EFFICIENCIES ENABLER ASSETBASIC STANDARD ENHANCED DYNAMICNo CMS CMS v1 CMS v2 Powerful CMS PlatformNo Search Limited Site Search Full Site Search Integrated Search, Faceted NavigationBrochure ware site Google Analytics GA fully implemented Rich Analytics – Behavioural / Multivariate testing“Links Page” Social Media links Social Media links Social Media - fully integrated, analysisHTML Site Mostly Dynamic content All Dynamic content Dynamic personalisation of Content High Maintenance costs Basic marketing Tools available Digital Marketing tools - Profiling of Users - User pathways Mobile Compatible Mobile enabled / Device independent Copyright © 2011 BlueArc | www.bluearcgroup.com
  16. 16. ONLINE EVOLUTION &REAL WORLD SUCCESS Copyright © 2011 BlueArc | www.bluearcgroup.com
  17. 17. EVOLUTION PHASE 1... Copyright © 2011 BlueArc | www.bluearcgroup.com
  18. 18. THE CHALLENGE• Lacked strong style• Limited product range• Static• Uninspiring• Difficult to navigate Copyright © 2011 BlueArc | www.bluearcgroup.com
  19. 19. OBJECTIVES A reference site forReinforce brand: inspiration Stylish, quality, affordable, accessible More Interactive & Robust Informative technology for future evolution Copyright © 2011 BlueArc | www.bluearcgroup.com
  20. 20. THE SOLUTION• New User Interface & User Experience• New CMS platform – AUS & NZ websites• Product & Data Management integration• Introduced Interactive Hotspots Module• Online Forms into CRM DB• RSS Feeds• Guided Search• Multi-region pricing Copyright © 2011 BlueArc | www.bluearcgroup.com
  21. 21. LEARNINGS…. Copyright © 2011 BlueArc | www.bluearcgroup.com
  22. 22. GREAT RESULTS• Approx 2,000 products online• Site visits up 50%• Page views up 400%• Newsletter signups up• Bounce rate reduced by 45% Copyright © 2011 BlueArc | www.bluearcgroup.com
  23. 23. BUT STILL MORE TO DO...EVOLUTION PHASE 2 Copyright © 2011 BlueArc | www.bluearcgroup.com
  24. 24. RESEARCH - UNDERSTAND THE AUDIENCE• Women• Between the ages of 25-60• Middle and upper household income• 50% Freedom customers• 50% non Freedom customers Copyright © 2011 BlueArc | www.bluearcgroup.com
  25. 25. RESEARCH – THEIR ONLINE BEHAVIOUR• Online 1-3 hours a day – Email – Banking – Buying – Social Networking• 37% have accessed internet from their mobile phone – Nokia (44%) – Samsung (15%) – iPhone (11%) SOURCE: FOURNAISE 2010 Copyright © 2011 BlueArc | www.bluearcgroup.com
  26. 26. THE MECHANICS• REFINED DIGITAL STRATEGY – Deeper understanding of customers & behaviours• INTERFACE DESIGN, ACCESSIBILITY & USABILITY• USER EXPERIENCE – Customer centric• CMS PLATFORM IMPROVED• SEO / SEM strategies matured Copyright © 2011 BlueArc | www.bluearcgroup.com
  27. 27. THE QUICK WINS• Introduced My Freedom (Wish List)• Surfaced more relevant Products• Improved Search• Improved SEO• Site Search Analysis• Promotions/ Previously browsed panel• More Promotional / Merchandising Tools Copyright © 2011 BlueArc | www.bluearcgroup.com
  28. 28. Copyright © 2011 BlueArc | www.bluearcgroup.com
  29. 29. HOMEPAGE Copyright © 2011 BlueArc | www.bluearcgroup.com
  30. 30. HOMEPAGEROLLOVER Copyright © 2011 BlueArc | www.bluearcgroup.com
  31. 31. SUPERCATEGORYPAGE Copyright © 2011 BlueArc | www.bluearcgroup.com
  32. 32. PRODUCTLIST PAGE Copyright © 2011 BlueArc | www.bluearcgroup.com
  33. 33. PRODUCTLIST PAGE Copyright © 2011 BlueArc | www.bluearcgroup.com
  34. 34. PRODUCTROLLOVER Copyright © 2011 BlueArc | www.bluearcgroup.com
  35. 35. PRODUCTPAGE Copyright © 2011 BlueArc | www.bluearcgroup.com
  36. 36. MYCOLLECTION Copyright © 2011 BlueArc | www.bluearcgroup.com
  37. 37. EVEN GREATER RESULTS!• 6,000+ products online – richer product imagery, more information about products• Site visits up 78%• Page views up 440%• Bounce rate reduced further• In STORE traffic up Copyright © 2011 BlueArc | www.bluearcgroup.com
  38. 38. EXCEPTIONAL ONLINEEXPERIENCE &ENGAGEMENT = SUCCESS Copyright © 2011 BlueArc | www.bluearcgroup.com
  39. 39. Copyright © 2011 BlueArc | www.bluearcgroup.com
  40. 40. Copyright © 2011 BlueArc | www.bluearcgroup.com
  41. 41. Copyright © 2011 BlueArc | www.bluearcgroup.com
  42. 42. Copyright © 2011 BlueArc | www.bluearcgroup.com
  43. 43. EXCEPTIONALONLINEEXPERIENCE &ENGAGEMENT =SUCCESS Copyright © 2011 BlueArc | www.bluearcgroup.com
  44. 44. www.bluearcgroup.comTHANK YOU! +61 02 9467 2500 Copyright © 2011 BlueArc 2011 BlueArc | www.bluearcgroup.com Copyright © | www.bluearcgroup.com

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