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EPiServer Engage Magazine

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This issue explores several hot e-commerce and digital marketing topics, including: …

This issue explores several hot e-commerce and digital marketing topics, including:
- Big Data: Taking Small Steps to BIG benefits
- Mobile Commerce: Survey Results of Mobile & Tablet Shoppers
- User Engagement: Give users what they want, event if they don't know what it is yet!
- Customer Case Studies: Silverpop, C&H Distributors, Fusion Retail Brands, & More!

Published in Technology , Business
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  • 1. 2 EPiSERVER ENGAGE Website: www.episerver.com Project manager EPiServer: Joakim Holmquist Email: joakim.holmquist@episerver.com Address: European HQ – EPiServer AB, Regeringsgatan 67, Box 7007, 103 86 Stockholm, Sweden; US HQ – EPiServer Inc. 2 Mid America Plaza, Suite 600. OakbrookTerrace, IL 60181 USA. Editoral production: Spoon, Stockholm Editor: Chad Henderson Design: Ulrika Jonasson Website: www.spoon.se Repro: Spoon Printed by: Elanders I t seems everyone has been talking about big data forever, but now for the first time companies of all sizes can start gaining real benefits. On your website you can stop guessing about what works best, who your visitors are, and what they want – the data can and should tell you. However, more data can mean more noise, so it is important to hone in on your objectives, so that the data can support your goals and increase MARTIN HENRICSON CEO, EPISERVER ON MY MIND Get smart about data In this issue: Nir Eyal explains how to hook users. Page 14. New survey on mobile device use. Page 12. Benefiting from data big and small. Page 6. Simple tests that increase success. Page 17. conversions. In our theme article you can read more about how to do this and how EPiServer products can help. We all know the digital world is changing rapidly, with users hopping from device to device and going mobile more than ever. Inside find out how our improved EPiServer Commerce applies these insights to provide a truly great customer experience across all channels. Happy reading!
  • 2. IanWright FusionRetailBrands,Melbourne Jobtitle:ChiefInformationOfficer Website:fusionretailbrands.com.au EPiServerproducts:EPiServerCMS andEPiServerCommerce Partner:VividGroup CHALLENGE: FusionRetailBrandsisanAustralianretailinggroupcom- prisingfivebrands–DianaFerrari,JAG,Mathers,Williams andColorado.In2012,itaskedVividGrouptodevelopan integratede-commerceplatformtoreplaceitsexistingsites thatweredatedandfragmented,withlimitedfunctionality. Thevisionwastocreateauser-friendlyonlinepresencethat wouldfacilitatecross-brandsales. SOLUTION: “Oneofourobjectiveswastoreducethetimeandnumber ofstepsneededtocompleteapurchase.TheJAGbrand’s onlinerevenueisupby30percent,whilepagespervisitand timetopurchasehavebeenreducedby65percentand30 percent,respectively.Acrosstheboard,theconversionrate hasalmostdoubled. ThankstoEPiServer’suser-friendlysolution,contentcan bechangedmoreregularly,withgreaterease.Changingthe contentkeepscustomersengagedbecauseeveryvisitfeels likeanewexperience.Asaresult,year-on-yearonlinesales areup160percent.Moreover,60percentofourvisitorsare returningcustomers. Havingsixsitesintegrated inonee-commercesolution islikehavingsixstoresinthe highstreet,withanoptionto shopinallofthematonce. Ifyoubuyapairofjeansfrom onebrand,thesitecansug- gestatop,apairofshoes andabagtogowiththem –usingonecheckoutdesk.” The conversion rate has almost doubled solutionsHow others climbed the mountain by Isabelle Kliger & JOakim Baage EPiSERVER ENGAGE 3 Photo:Gavinblue
  • 3. Challenge: C&HDistributorswasfoundedinMilwaukee, Wisconsin,over75yearsagoandisaprovider ofindustrialequipmentandsupplies.Histori- cally,itsprimarymethodofreachingcustom- ershasbeenthroughaprintedcataloguethat customersgetinthemail.Customerswould thencallintheirorderstoC&Hoverthephone. Since1999,C&Hbeganembracingtheinternet withagrowinge-commercebusiness,andin January2013 startedusing EPiServer CMS. Solution: “Wenow consider ourselvestobemultichannel.E-commerceis currentlyarelativelyunderdevelopedportion ofourbusinessandweexpectittogrowquickly overthecomingyears.Thereasonwepicked EPiServer'splatformisbecausewelacked efficiencyinoure-commercebusinessand werenotagileenoughinouronlinemarketing. Forexample,simplethingslikeupdatingour onlinestorecouldtakehoursorevendays.Now withEPiServerwecangetitdoneinminutes. Thesamegoesforouronlinemarketing.Before itcouldtakesomeoneaslongaseighthours tobuildalandingpage.Nowwehavethat processcutdowntoamatterofminutes. With EPiServerCommerce,wehaveasolidplatform tostandonandfeelwearenicelypositioned foradigitalfuture.” Hours of work cut down to minutes MelissaBagley C&HDistributors JobTitle:DirectorofE-Commerce Website:chdist.com EPiServerProducts:EPiServerCMS andEPiServerCommerce Partner:Guidance SOLUTIONS 4 EPiSERVER ENGAGE Photo:Erichschroeder
  • 4. CHALLENGE: PensionDanmark’s EPiServersolutionsupportsfoursites throughwhichthe companyinteractswithits630,000 pensionholders and30,000corporatecustomers.Thesites are designedto maximize the amountofcustomercontact taking place online – inaccordancewithPensionDanmark’s objective to be the digital leaderontheDanishpensionsand insurance market. SOLUTION: “Ourextranetallowsmemberstoadjusttheirpensionsand insurancesusingasimpleself-servicesystem.Byminimizing ‘noise’andadministration,we’veseena76percentincrease inself-serviceinsuranceactionssince2011. Thankstotheeaseofmaintainingthesiteusingdynamic blocks,wecandedicatemoreresourcestofunctionality andpersonalization.Contentistargetedtospecificvisitor segments,therebyensuringthatmembersonlyseerelevant data.Thisexplainswhythenumberofloginshasincreased by22percentinthelastyear. Wemakeitourbusinesstoknowourmembers,andwhat weknow,westore–nooneiseveraskedtoinputthesame informationtwice.Infact, ittakeslessthanaminute totransferapolicytoPen- sionDanmark.Asaresult, thenumberofmembers poolingtheirsavingswith usincreasedby533percent from2011to2012.” AdamOsbirk-Jensen PensionDanmark,Copenhagen Jobtitle:InternetProjectManager Website:pension.dk EPiServerproducts:EPiServerCMS Partner:NetcompanyA/S We make it our business to know our members Photo:Tomingvardsen EPiSERVER ENGAGE 5
  • 5. Youhavehearditsnametoomanytimestocount:bigdata.­Psychologist DanArielysays,“Bigdataisliketeenagesex:everyonetalksaboutit, ­nobody­reallyknowshowtodoit,everyonethinkseveryoneelseisdoingit, soeveryoneclaimstheyaredoingit.”Bigdata,though,doesn’tneedtobeso mysteriousoroverwhelming.Forthefirsttime,companiesofallsizeshave theopportunitytoeasilystarttakingactiononthemassiveamountsofdata available.Readontofindouthowyoucanusedata–bothbigandsmall –tomoreeffectivelymeetyourusers’needsandincreaseyourconversions. TIME FOR BIG DATA 6 EPiSERVER ENGAGE by Alexandra Corinth
  • 6. Howbigisbig? Theonlineworldisgrowingsorapidlythatnew namesareneededfortheamountofdatabeing generated.Theoncemightyterabytehasbeen surpassedbypetabytes(1,000terabytes),exabytes (1,000petabytes)andzettabytes(1,000exabytes). Itisestimatedthat90percentofthedatainthe worldhasbeencreatedinthelasttwoyears.The dataiscomingfromeverywhere:increasedinternet usage;socialmediasites;digitalbooks,musicand videos;cellphoneGPSsignals;purchaserecords; aswellassensorsthatmonitorandtrackawide varietyofphenomena.Thisactivitygeneratesan exabyteofdataeveryday,whichisequivalentto about250millionDVDsofinformation. Doingbigdata Thoughpeoplehavebeentalkingabout“bigdata” sincethemid-1990s,ithasreallyonlygained ­momentuminthepastfewyears.Bigdatais ­essentiallywhatitsoundslike:theanalysisofhuge amountsofdatainordertogaininsightaboutusers orcustomers.Toputitmore­concretely,bigdatais basedonthreeVs:Volume,Velocity,andVariety. Inotherwords,bigdataencompassesahighvolume ofdifferentkindsofdatathatiscreatedveryquickly. From­detectingdiseaseoutbreakstohelpingBarack Obamagetre-electedin2012,togettingpeopleto buydiapersinyourstore,bigdataanalysishas onlyjustbeguntoshapeourworld.
  • 7. Structuredvs.unstructureddata Bigdataiscomprisedbothofstructured dataandunstructureddata.Withanemail, forexample,thesender,recipientanddate oftheemailareallstructureddata–they canbeeasilylistedinaspreadsheetunder definedcategories.Thecontentofan email,however,representsunstructured data–thereisnotusuallyaneasyway to­categorizeandorganizethiskindof content.Similarly,youmighthavesome overviewofwhovisitsyourwebsiteand wheretheyarelocated(structured),butyou probablyhavemuchlessofanoverviewof whattheyaresayingaboutyouonTwitter orFacebook(unstructured). Bigbenefits WhatcompanieslikeFacebook, TargetandAmazonhavefound,is thatanalyzingdataabout­users andcustomersenablesthemto takesomeoftheguessworkout oftheirproducts,servicesand ­marketing.Itmeansthattheir advertisingcampaignscanbe ­targetedusingthisdatain­almost realtime.Theycan­suggesta bookorfriendtoauserbasedon realdataabouttheuser’sonline ­behavior,whichcansignificantly improveresults.Evensmaller ­companiescanreapsimilar benefits.Themoreyouareable togivecustomersand­userswhat theywant,basedonrealdata abouttheironlinebehavior,the moresuccessfulyourwebsiteor e-commercesitewillbecome. Isbiggerreallybetter? Insomecases,biggerreallyis­better.Takethe exampleofTarget,thesecond-largestdiscount retailerintheUS.ForyearsTargethasbeen linking­individualcustomer“guestID­numbers” tocustomers’creditcards­purchases,coupons, surveysandwebsitevisits.ThenTargethadan ­idea–whatiftheycouldpredictwhichoftheir customerswas­pregnant(whichoftenleads tomajorchangesin­purchasingbehavior)and ­targetads­specificallytothem?Byanalyzing theirvastamountsofdata(­includingwhat pregnantwomenhaveboughtbefore),Target cannowpredictwhich­customersareintheir secondtrimesterandgetaheadstarton the­competition. 8 EPiSERVER ENGAGE
  • 8. EPiSERVER ENGAGE 9 Thegiantsofbigdata InternetgiantslikeFacebook,LinkedIn,and manyotherssurviveandthrivethankstothe ­implementationofbigdata.InAugustoflastyear, Facebookrevealedthatitprocessesover500 terabytesofdataeveryday,whichallowsthemto enactdesignandproductchangesinnearlyreal- time.Facebookalsorevealedthatitstoresmore than100petabytesofdataonasingleHadoop diskcluster.Whileitisunlikelythatyourcompany willneedtoincorporatesuchaquantityofbig data,thebasicprinciplesthatFacebookusesto tailortheiradcampaignsforeachofitsusers couldeasilybetranslatedtoyourcompanyand yourcustomers. Newdataprofessions Withallofthisnewstructured andunstructureddatacomes muchmorenoiseinthe ­system,andnewkindsof expertsare­requiredto analyzeit.Bigdatahasnow produced“data­scientists” trainedincomputerscience, statistics,analyticsand math,whomustalsokeepthe businessvalueoftheirwork inmind.Eventheworldof journalismhasbeentouched bybigdata,pavingtheway fordataeditorslikeKenneth CukierofTheEconomist. CukiertellstheGuardian: “Insteadofbasingstorieson astringofanecdoteswitha singlestatisticdroppedin,wecan inverttheformandmakethedata thestory.” Wheretostart Thereareseveralthingsyoucandorightawayto ensurethatyouusedatatodeliveran­­outstanding customer­experienceonlineand­increase ­conversions.Startbylookingatwhatyoucanor ­cannot­measureonyourwebsite.For­example,can youtrackeveryonethatvisitedyourlandingpage andviewedyourproductvideo?­Hopefullyyouhave aclearideaofthegoalsofyourwebsite,butcan youmeasureallofthem?Inaddition,makesureyou ­cultivateacultureinwhicheachpieceofcontent thatiscreatedhassomesortofgoal­attachedto it,soyouhavea­possibilitytoactuallyoptimizeit. Ifyoudon’tknowwhataparticulartypeofcontent shoulddo,thereisnowaytomeasureitssuccess.
  • 9. 10 EPiSERVER ENGAGE Knowyourcustomers Thechallengeofbigdataishow to­reduceitdowntothelevelofthe ­individualcustomer.Youneedtoknow your­audience’svalues,identitiesandneeds, andhowyourbrandfitsintothese.Somake sureyouaresetuptogathertherightdata. Knowing,forexample,thecharacteristicsof yourvisitorswhobrowseyoursiteviaatablet intheeveningwillenableyoutoaddvaluebyadapting thecontenttosuitthem.Thoughthereismuchto begainedfromasimpler­data-driven­approach,you cantakeitonestepfurtherby­combiningdatafrom ­differentsources,suchasonlinecommunitiesor ­in-storepurchases. Startpersonalizingyourcontentnow: episerver.com/personalization Gettingpersonal Amazonhasproventhat­providing a­personalizedexperienceand ­recommendationstoyour­customers paysoffbigtime.JustasAmazoncan ­recommendabookbasedonthecontext, the­EPiServerplatformcanpresent contentorproductsbasedonwhatthe userhasdoneonthesitebeforeand whatpagetheyarecurrentlyon.Serving therightcontenttotherightpeoplein therightcontextresultsinincreased ­engagementandimprovedconversions. ­Personalizationalsoenablesyouto targetcontentbasedontheuser’sloca- tionanddevice,whichcanpresenthuge ­opportunities. Learnmoreabouthow thisworksinEPiServer: episerver.com/ content-optimization FindouthowEPiServeruses testingonitsownwebsite: episerver.com/improve-optimize Continuoustesting Onceyouareableto measureallofyourgoals,youcan startusingA/Band­multivariatetesting tounderstandyour­users’behaviorandmake ­assessmentsaboutwhatscenariosaremore likelytodrivevisitorstowardyourgoals.Let thedata­decidewhichoptiontoshowyour visitors.Youwillbesurprisedhowoftenyou arewrongaboutwhatreallyconverts.And keeptesting,pitwinningoptionsagainst otherversionstoseeifyoucanfurther increaseconversionrates. Self-optimization Togetthemostoutofdata,you needtobeabletomakechanges quickly–preferablyinrealtime–to ­contextualizecontentorcampaigns basedontheuser’sbehavior.The ­EPiServerplatformenablesyou totestseveraldifferentwebpage configurationsatthesametime, whichcreatesusefuldataaboutwhich ­set-upsworkbestfor­different ­customergroups.Italsosaves timeon­usabilitytestingso ­marketerscanfocusmore ontrackingand­engaging with­customers.Thesystem is­self-optimizingsoit learnsandautomatically displaysthe­versionsthat aremorelikelytoconvert.
  • 10. Lastfall,when US-baseddigitalmarketing technology provider,Silverpop, startedlookingfor aflexible,user-friendly CMSsystem, thechoice soonfellon EPiServerCMS. Sincethen, EPiServer andSilverpophave gone on tointegratetheir productplatforms,enablingmarketers aroundthe worldtodelivereven more timely, relevantand personalizedcontenttotheirtargetaudiences. “WedecidedtopartnerwithEPiServerfora varietyofreasons,”explains Dave Faupel,Vice PresidentMarketing,Silverpop. “Aside from thefactthatourtechnologies couldbe easily integrated,EPiServer’ssolutionsupportedour objective constantlytoimprove andenhance the customerexperience.” SilverpopEngageisadigital marketing tool thatleveragesuserbehaviorto delivergreater efficiencyandreturn on investment. Silverpop’s products includeasolutionformanagingemail marketingcampaigns,aswellasasophisticated marketingautomationtoolthatanalyzesprospect behavioranddemographicstomaximizecampaign effectivenessanddriverevenue. “It’s easytoseewhytheintegrationofour ­systems ismutuallybeneficial,”Faupelsays. “EPiServer’stechnologyhasenabledustogive prospectsandcustomersanevenmorerelevant, personalizeduserexperience,whileSilverpop Engage allowsEPiServertotakeitstechnologyto the next level–measuringdigitalinteractionsand customerbehaviortoincreaseconversions.” Faupel believesthatitisimportanttoanalyze userbehaviorandmakeuseoftesting,inorderto improve theeffectivenessofawebsite. “Testingisaboutenhancingtheuserexperience, as well as increasingtheconversionrate,”hesays. “The moreyouknowaboutwho’svisitingyoursite andwhatthey’redoing,theeasieritistofigureout howtomakeyourcontentmorerelevantandget prospectstoconvert.” AsidefromofferingtheintegratedEPiServerand Silverpopplatformstoitscustomers,Faupelsays thatSilverpophasbenefitedfromusingEPiServer CMSonitsownwebsite. “Our previous CMS system lacked the ­sophistication of EPiServer CMS,” he says. “We were limited in terms of what we could do with ­personalization, integration and design.The main goal of our website is for customers and ­prospects to engage with our content and for prospects to use our web forms to convert into customers.We have more than 30 marketers using EPiServer CMS every day, and this solution has met and exceeded our expectations in terms of both flexibility and usability.” Deliveringrelevant,personalizedcontent by Isabelle Kliger Photo:PeteWinkel AboutSilverpop Digital marketing technology provider, Silverpop, offers a unique platform that combines marketing automation with email, mobile and social. By engaging the individual based on his or her behavior and delivering personalized experiences, Silverpop promises to achieve superior return on relationship, lead- ing to increased revenue, improved return on investment and enhanced brand loyalty.With its corporate headquarters in Atlanta, Georgia, US, Silverpop has more than 5,000 customers around the world. EPiSERVER ENGAGE 11
  • 11. Mobile commerce 2013 Mobile and tablet usage in the UK How are consumers responding to the increasingly mobile nature of the internet? EPiServer surveyed over 1,000 people in the UK about their use of mobile devices and apps to find out. THE KNOW Find out which UK retailers have the best mobile strategies at episerver.com/ m-commerce 12 EPiSERVER ENGAGE
  • 12. Growth of mobile device ownership When do they give up? 55%trymobilewebsiteorapp 2–3timesbeforegivingup. 47%stopusinganappifit'shardtouse. 28%willgotoacompetitoriftheyhave difficultywithamobilesite. What triggers them to use mobile? 47%boredomwhen travelling 31% whenreceiving e-mailoffer 44% findinfowhen travelling 35%quickeraccess thanPC/laptop When are they frustrated with mobile use? 49%SPEED:sites slowtoload 48%NAvigation: horizontal andverticalscrolltoreadtext 42%MISSINGFUNCTIONALITY: comparedtodesktopsite Mobile website vs. app usage Where do they use mobile? SmartphoneTablet Purchases viawebsite Purchases viaapp Dailyaccess, website Dailyaccess, app 80% 70% 60% 50% 40% 30% 20% 10% 0% 18% 53% 59% 92%2013 2011 Smartphone Tablet Tablets Home............................................................................80% Smartphones Home............................................................................62% Publictransport.............................................33% Office..........................................................................31% EPiSERVER ENGAGE 13
  • 13. 14 EPiSERVER ENGAGE NirEyal Age:35Resides:SanFranciscoBayAreaBackground:MBA–StanfordGraduateSchoolofBusiness,workedinthegaming andadvertisingindustries,soldtwostart-ups:SunshineBusinessDevelopmentandAdNectarHobbies:Running,reading non-fiction,writingGoodtoknow:Usedhisknowledgeofhabitcreationtolose10kgandnowsportsasixpack
  • 14. EPiSERVER ENGAGE 15 D esire. That’s what drives every successful digital product, both the producer’s drive to create and the consumer’s compulsion to use. This desire is, according to lecturer, writer and en- trepreneur Nir Eyal, not for money or prestige, it’s a deeper motivation, “a psychological need, an itch you’re scratching.” “Take Zuckerberg and Facebook or Page and Brin and their Google search engine – they were inspired by their own problem and they addressed it.” Eyal’s interest in human behavior was piqued during his time in the gaming and advertising industries and strengthened as he incubated and sold two tech start-ups. “I have an insatiable curiosity, and this has been driven by my growing understanding of why consumers act the way they do.” He turned his focus to psychology and consumer behavior, and now lectures at The Stanford Graduate School of Business, writes for the likes of Forbes and TechCrunch and is a sought-after speaker and start-up consultant in Silicon Valley. Understanding user habits is increasingly important, says Eyal, especially as there is growing demand for attention as people are constantly connected. You need to know how to make sure your site cuts through the clutter and becomes an integral part of your user’s life. “Just making a decent product that’s func- tional is not good enough. If it’s not embedded in someone’s life, it will be ignored.” This is particularly evident when you look at the various digital platforms. Before, when we all used desktop computers, an icon acted as a reminder, but now “the real estate is so much smaller, so your site needs to be top of mind so that it’s used frequently, and thus becomes a habit.” And this is where Eyal really gets into his stride. He’s spent the past two years research- ing decades worth of consumer behavior, in particular how we allow products to form our lives. His most surprising discovery is that in each case, there’s a particular behavioral pat- tern. “I have taken this pattern and applied it to how we create habits. The result is my Hook Model. In it, each pattern has a trigger, an ac- tion, a reward and an investment.” To illustrate this, consider Twitter. The first time you hear about it, is from a friend, or maybe you see a Twitter post on Facebook. So you click on it. This is the action. Immediately, you’re shown interesting content, and here’s your reward: information. Your investment starts when you begin to follow people, and the product improves for you. As you invest more of your time in it, your Twitter account becomes personally valuable, it’s something curated for and by you. In the past, when you were bored or needed escapism, you might have turned online to sports, news or fashion. Now your first stop is Twitter. And this – boredom or what is called On the hook by Jane Christie -Smith Photo JayWatson Look at your product and consider: is the trigger clear; is the action simple; do you immediately get what you want? Give users what they want – even if they don’t know what it is yet, says entrepreneur Nir Eyal.
  • 15. 16 EPiSERVER ENGAGE FOMO, fear of missing out – is the trigger, the itch that Twitter scratches. If your site or product requires habitual use, this model can be applied to all aspects of your planning, building and design. “There are lots of mistakes one can make in building a new product or start-up,” says Eyal. “The Hook Model can act as a lens to show product weaknesses – so you’ll know what to build, or more importantly, what not to build.” Look at your product and consider: is the trigger clear; is the action simple; do you immediately get what you want; does it leave you wanting more; does it get better with use? This is also applicable to a site’s design and user-interface. “Map the user flow,” he says, “then take each step of the Hook Model and work through it. This not only helps you understand your user, but it is also aids good design and usability." In terms of current user development and design – for habitual and non-habitual user sites – Eyal feels we’re not yet where we need to be. Even though we listen to cus- tomers and track how they use our product, it is not enough. We should also focus on the user’s brain, on his or her intentions, ones that they might not even be aware of. “Psy- chology is the best place to start with any product, understand what drives people, find the trigger, serve a need, a desire – and then provide the solution.” So, we’re back to desire, and the reason why Eyal headed down this path of habit study. He laughs quickly. His interest was not purely academic. “Yes, I struggle with my own habits, ones that are endemic to Silicon Valley.” Each night, Eyal and his wife would head to bed and “caress our devices – not each other!” The focus was the last email, tweet or blog comment. “To break the habit, our phones are no longer in the bedroom – did you know that 65 percent of Americans have their phones next to their beds and that a third of Americans would give up sex rather than lose their mobile phones? – and I’ve connected an inexpensive timer to my router that cuts off my internet connec- tion at 10pm.” Looking at this through his behavioral model, Eyal removed the trigger (his phone or laptop), and created space between the action (being able to go online) and the trigger in order to break the hook. “I still slip up, but I have found this is a useful tool for changing my own habits.” Eyal firmly believes that this is where the future lies – “developers inspired by their own problems, finding the ideal solution for no other reason than you really understand the customer.” Nir Eyal’s book Hooked will be available free to subscribers of his blog NirAndFar.com by the end of 2013. Four ways to increase your online community’s customer engagement Recognizetriggers:whatbringsyouruserin?Isitan emailoralertaboutnewcontentorisitwhenthey needhelporadviceinoneoftheirownprojects?Identifywhat drawspeopleinthroughpromptedtriggers–likeemails–and unpromptedtriggers–likeemotionalcues. Simplifyaction:howeasyisittoaccessyourcontent? Knowingwhatuserswantandmakingsuretheycanget toitquickly,iscrucial. Variablerewards:don’tkeepgivingyourcustomers thesametypeofcontent.“Doyoucheckyouremailin thehopesoffindingthesamestuffthere?No,youhopeto findsomethingneweachtime.”Trytipblogs,hotdiscussion highlightsorrecommendations. Gettheminvested:getuserspersonallyinvestedin yourcommunity.Afterthey’vebeenrewarded,give themanopportunitytotakesimplestepstoimprovetheir experience. 1 2 3 4 Getting personal “Personalizeddataisgoing to be a requirement.The real futureofthewebis theideathatproducts shape themselves forthe user.Youneedtogiveusers whattheywantandthengive themthe opportunityto choosehowtheywant toindividualize the product.Technologyproducts shouldgetbetterwithuse.”
  • 16. improvelena spegel information manager, episerver 1 2 3 EPiSERVER ENGAGE 17 Settingupthetest Bypresentingseveralalternativesof contentinblocksyoucaneasilytestwhatcontent, layoutandimagesaremosteffectiveforyour targetgroupandleadtothemostconversions.Let’s saythatyouwanttoinviteuserstoaneventandyou havethreedifferentsuggestionsofbannerimages. Youcreatethreedifferentblocksthatallleadto- wardsthesamegoal:tosignupforacookingclass. Addingvariations Youaddtheself-optimizingblocktothe pageyouwanttopromotetheeventon,forexample thestartpage.Youthenaddallthreevariations oftheinvitation.Finallyyoudefinethegoalpage, thepagethevisitorwillenduponwhentheyhave signedupfortheevent.Theself-optimizingblock willbeshownwithaspecialhighlighteffectthat onlytheeditorcansee. Whichworksbest? Afterawhileyouwillbeabletoanalyze theprogressandconversionrateofthethree ­variationsofinvitationblocks.Youwillreceive statisticsanddatathatshowhowmanytimesbetter aspecificblockhasconverted.Theblocksarealso ­self-optimizingsothesystemwillautomatically displaywhichblockworksbest. Optimize your content for greater conversions EPiServer 7 CMS learns what content works best with your different visitor segments, and automatically displays that content more often. The multivariate test feature is a powerful tool for optimizing content, and it is easy to handle since you use the same drag-and-drop functionality that you use with content. Sign Up Now! Our online cooking classes help you turn into the chef extraordinaire you truly are. Sign Up Now! Our online cooking classes help you turn into the chef extraordinaire you truly are. Sign Up Now! Our online cooking classes help you turn into the chef extraordinaire you truly are. Read more about how to use the tool here: episerver.com/ improve-optimize
  • 17. 18 EPiSERVER ENGAGE WhatisnewinthisreleaseofEPiServer Commerce? Theplatformwillprovideanenhanceduser ­experiencetoe-commercemanagers,merchan- disersandmarketers.Auniquecombinationof e-commerceanddigitalmarketingsoftwarewill enableourcustomerstomanagetheirproduct catalogsevenmorequicklyandintuitivelyacross multiplesitesandmarkets. Whataresomeofthenewfeatures? TheMulti-Screenfeatureallowsuserseasilyto manageandoptimizethee-commercecustomer experienceconsistentlyinalldigitalchannels, whileMulti-Markethasbeendesignedtohelpgrow revenuesacrossgeographicallocations,brandsor customerofferings.Finally,Multi-Stockisafeature formanagingmultiplestocklocationsinmultiple marketsorstores. Whatarethemainbenefitsforusers? Userswillbeabletochangelayoutsandcontent morequicklyandwithgreaterease,aswellasto adapttheirproductandmerchandizingstrategies, inordertomaximizeconversionrates.Thankstoan easy-to-userangeoftools,EPiServer­Commerce makesworkingwith ­e-commerceintuitive, simpleandconstructive. Italso­enablesbusinesses torespondmoreeffec- tivelytochangingmarket trendsandoptimizethe waytheir­productsare displayedonline. Whenwillitbeavailable? ThenewEPiServerCommercewillbereleased inthesecondhalfof2013. EPiServer will soon launch a new ­version of its multi-channel ­ e-commerce solution. Product Manager ­David Bowen talks us through some of the new features. Introducing the new EPiServer  Commerce David Bowen. UPDATENEWS from EPiSERVER by Isabelle Kliger
  • 18. EPiSERVER ENGAGE 19 ThemostrecentversionofEPiServer’smarket-leadingcontentmanagementsystem,EPiServer 7.1CMS,wasofficiallyreleasedinApril.BuildingonthesuccessandflexibilityofEPiServer7 CMS,thenewversionisofferedviaaone-clickupgradeavailablethroughtheEPiServeradd-on store.Theupgradeoffersmarketersarangeofnew,innovativefeatures,includingmultivariate testingandsocialmessagescheduling,allofwhichrequireminimalITinvolvement.EPiServer SocialReachenablesyoutouseasingleinterfacetotailorsocializedandpersonalizedcontent acrosssocialchannels,includingTwitter,FacebookandLinkedIn. Improveyourmarketingagility one-click upgrade The buying journey no longer takes place on a single device in a single context. Download our eBook From Mobile to Desktop (and back again) to learn how to master communication on mobile, tablet and everything in-between. episerver.com/multiscreenEnhancedsearch functionality EPiServerhascompletedtheacquisitionof ­SwedishsearchproviderEuroling.By­incorporating Euroling’ssearchtechnologyintoitsexisting ­capabilities,EPiServerwilloffercustomersthe abilitytosearchacrossmultiplestructuredand unstructureddatasources. “Weknowthatcustomershavetoanalyzean abundanceofdatafasterandusethatinformation topresentaunique,personalonlineexperience totheirvisitors,”saysEPiServer’sCEOMartin ­Henricson.“Thisinitiativewillenableustoimprove thecustomerexperiencebydeliveringthebest, mostappropriateresultstothevisitorthrough advancedsearchfunctionality.” EPiServerFind,designedforcontentretrieval ­applicationsandonsitesearch,isalready­available tocustomers.Thesearchtechnologygained fromtheEurolingacquisitionwillbeintegrated withEPiServerFind,makingitastate-of-the-­ art­enterprisesearchapplicationandabigdata product. SharePoint integration EPiServerConnectforSharePointisanadd-on thatintegratesSharePoint2013,2010or2007with EPiServer7CMS,allowinguserstomakethemost ofbothsolutions.Theconnectorenablesusersto leveragetheirbusiness-criticalSharePointassets bybringingthemonlineinrealtime. ContentfromSharePointwillbeautomatically publishedtotheuser’swebsiteandcanalsobe sharedinsocialchannels.Meanwhile,EPiServer 7CMSwillensurethatthecontentisputintothe rightcontextformaximumimpactandthatitlooks goodacrossscreens–bothondesktopandmobile devices. ThisyearwillseethelaunchofEPiServer7.5CMS –anewversionofEPiServer’smarket-leading ContentManagementSystem–offering improvedefficiencyforsomeofthe businessuser’skeytasks. AccordingtoProductManager PeterSunna,themainthemefor thisreleasehasbeentoreduce thetimeneededtocompletethe mostcommontasks,whencreat- ingandoptimizingthecustomer experience. “EPiServer7CMSlaunchedanewuserinter- facethatsoughttomakeiteasiertoworkwith content,”hesays.“WithEPiServer7.5CMS,we’ve focusedonefficiencybystreamliningcommon tasks,suchasaddingateasertoapageanddefin- inghowtodisplayit.Withournewself-optimizing blocks,userscanalsotestwhatlayoutworksbest andautomaticallydisplaythewinner.” Sunnaexplainsthat,asbusinesses continuetoaddmorechannelsto theirmarketingstrategies,with alargerproportionofpersonal- izedcontent,EPiServerwanted tocreateasolutionthatwould makeitpossibletoachievegreater impactwithlesswork. “UsersofEPiServer7.5CMSwillfind amoreresponsiveuserinterfacethatrequires fewerstepstocreateaneffective,multi-channel customerexperience,”hesays. EPiServer7.5CMSwillbeavailableinthesecond halfof2013. Continuous CMSinnovation
  • 19. Fuel your e-Commerce growth! EPiServer Commerce is a multi-channel, multi-market e-Commerce platform built around the user. Our e-Commerce solution incorporate the full scope of EPiServer’s best-in-class Web Content Management to power your end-to-end e-shop and help you reach revenues and growth faster. No matter what channel or what market. Visit www.episerver.com/Commerce Connecting e-Commerce and Digital Marketing Fuel your e-commerce growth! EPiServer Commerce is a multi-channel, multi-market e-commerce platform built around the user. Our e-commerce solution incorporates the full scope of EPiServer’s best-in-class web content management to power your end-to-end e-commerce site and help you reach revenues and growth faster. No matter what channel or what market. Visit www.episerver.com/Commerce Fuel your e-Commerce growth! EPiServer Commerce is a multi-channel, multi-market e-Commerce platform built around the user. Our e-Commerce solution incorporate the full scope of EPiServer’s best-in-class Web Content Management to power your end-to-end e-shop and help you reach revenues and growth faster. No matter what channel or what market. Visit www.episerver.com/Commerce Connecting e-Commerce and Digital Marketing