Transcript of "[Digital Strategic Planning]_[digital consumer journey analysis toolkit]_Unilever_AiiM Education"
Toolkit: Web content and website design Digital Acceleration Programme Digital consumer journey analysis 10 second summary 10 second summaryBy walking through the consumer’s journey for how our web pages are used, marketers familiar with usingthe web (as consumers) should be able to identify areas for improvement in the quality of the experience. Why it matters? Why it matters?• Many of our websites are weak on the basics of consumer experience, taking a long time to load and lacking easy navigation – small changes to the design and structure will give a large lift in your ROMI.• Frequently to achieve communication objectives, consumers need to visit several pages on our websites.• If the web page is not instantly clear and appears quickly, we can lose the consumer’s attention; we need to make one page ‘sell’ their attention in the next page.• Unless these journeys are short and intuitive there will be high drop-off rates in our engagement. How to use this toolkit? How to use this toolkit?1. Choose a specific site and a specific journey: Think about that consumer and what they want from your site.2. Experience all the steps: Start in a search engine looking for the content the consumer wants, then visit the website and look at each step for any improvements you can make.3. Identify needless steps: Look for ways to make the journey shorter.4. Improve the experience: Is they journey intuitive and well sign posted? Is the benefit communicated at each step to encourage consumer to take the next step? Re- Advertising Exploring contacting & click• Background • The landing • As they • Deep inside the • If we ask them • When they awareness eg • When they find page: the quality explore, what site is there and to engage using return back to through TV etc. out listing sin of the arrival do they see even deeper email, do we our site do we• Pre-existing Google. experience. and how does experience. reaches back welcome them brand image • The quality of • Ease of that draw them • Is the content out with great smartly? also sets the advertising understanding into the content truly informative content. • Do we treat expectations. message; what the site / experience. / fun / useful. • Is the re-contact friends strength of the does and how to • Is it clear what • Can they take experience differently to call to action. use it. the payback is? part? great. strangers? Awareness Arrival Engaging ReturningTip: AdvertisingTip: Advertising Tip: Arrival Tip: Arrival Tip: Exploring Tip: Exploring Tip: Re-contacting Tip: Re-contacting Tip: Returning Tip: ReturningIs the call to action strongIs the call to action strong Is this a deep link that fits Is this a deep link that fits Ease of getting the Ease of getting the Reach back out to Reach back out to Treating previous visitors Treating previous visitorsenough?enough? with the promise of the with the promise of the promised benefits; promised benefits; consumers in a clear, consumers in a clear, as friends rather than as friends rather thanIs the expectation of whatIs the expectation of what call to action? call to action? effectiveness of how effectiveness of how structured, and structured, and strangers; taking them to strangers; taking them towill be delivered clearwill be delivered clear Is the content, offer, Is the content, offer, content is displayed; content is displayed; transparent way; have the transparent way; have the a ‘friends’ page; a ‘friends’ page;enough?enough? game or entertainment game or entertainment auto-run of videos etc; auto-run of videos etc; right message to offer right message to offer connecting the message connecting the message immediately clear? immediately clear? showing content as early showing content as early and clear reason to re- and clear reason to re- in email to language on in email to language on as possible. as possible. contact. contact. the page. the page. Digital Action Plan1. Choose one consumer segment need and walk through the journey , such as searching for content related to a recent campaign: review the listings in search results, experience and relevancy of the landing page, page design in respect to driving use of other content and registering for newsletter.2. Use website analytics discover the number of people bouncing straight off vs the number going much deeper (conversion rates for each step can easily be modelled), identify key bottlenecks.3. Start from working on one conversion step: mock-up improvement and review before executing - have you really shortened the journey, improved navigation, signposting and calls to action?4. Wait for new analytics data to learn the outcomes before starting more complex rebuild projects.
Toolkit: Web content and website design Digital Acceleration Programme Digital consumer journey analysis Tutor tips Tutor tips• Remove needless steps to make journeys deliver value quickly.• Use standard approaches to navigation such as menus running across the top of the page.• Design a journey for each target consumer (personae) who appears on your website.• Start with the home page to focus on the quick wins. Exploring Re- Advertising contacting• Background & click • The landing • Deep inside the • When they return • As they • If we ask them to awareness eg. • When they find page: the quality explore, what site is there and engage using back to our site through TV etc. out listing sin of the arrival do they see even deeper email, do we do we welcome• Pre-existing Google. experience. and how does experience. reaches back them smartly? brand image • The quality of • Ease of that draw them • Is the content out with great • Do we treat also sets the advertising understanding into the content truly informative / content. friends differently expectations. message; what the site / experience. fun / useful • Is the re-contact to strangers? strength of the does and how to • Is it clear what • Can they take experience call to action. use it. the payback is? part? great. Awareness Arrival Engaging Returning Return e.g. TV Online ads Home page Deep page Registration Email landing pageWeakness Weakness Weakness Weakness Weakness Weakness Weakness1. 1. 1. 1. 1. 1. 1.2. 2. 2. 2. 2. 2. 2.3. 3. 3. 3. 3. 3. 3.Action Action Action Action Action Action Action1. 1. 1. 1. 1. 1. 1.2. 2. 2. 2. 2. 2. 2.3. 3. 3. 3. 3. 3. 3. My Digital Action PlanIdentify any key weaknesses you find (such as the loading speed of a page) and consider the actions you’d ask your agency to take…•••••