Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend

  • 2,733 views
Uploaded on

Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend. This is a presentation I gave at Ad:tech in April 09. It details how websites can be improved to maximize advertising …

Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend. This is a presentation I gave at Ad:tech in April 09. It details how websites can be improved to maximize advertising investment.

More in: Business , Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,733
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
53
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Sitecore. Compelling Web Experiences Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend Darren Guarnaccia, VP Product Marketing DG@sitecore.net Page 1 www.sitecore.net
  • 2. Sitecore. Compelling Web Experiences About Sitecore  Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations  Presence  San Francisco, Portland, Boston, Copenhagen, London, Munich, Amsterdam and Brisbane  Stability  Profitable since inception in 1999, same owners, same vision and same technology (.NET)  Customers  Over 1600 client installations managing over 20,000 web sites worldwide  Recognized  Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner  Gartner “Cool Vendor in WCM” 2008  Gartner WCM Marketscope rating: Positive  Supported  Over 450 Sitecore Certified Partners worldwide, with over 150 in North America Page 2 www.sitecore.net
  • 3. Sitecore. Compelling Web Experiences Sitecore’s 1600+ customers include: Page 3 www.sitecore.net
  • 4. Sitecore. Compelling Web Experiences Did you hear the news? Advertising is dying…  TV viewing is declining and time shifted  People are better than ever at ignoring ads  People want what they want, and not much else Newspapers and magazines are dying out…   Our credibility is at an all time low Page 4 www.sitecore.net
  • 5. Sitecore. Compelling Web Experiences Did you hear the news? Add in the new statusphere and attention economy  We don’t own our own brand  Long tail society  Segmentation isn’t enough anymore Page 5 www.sitecore.net
  • 6. Sitecore. Compelling Web Experiences Most Web Sites underperform Many organizations do not live up their potential to convert advertising traffic  Advertising is growing more expensive  Delivering weaker results  Advertising spend is not yielding residual value  Attention fragmentation undermines CLV Page 6 www.sitecore.net
  • 7. Sitecore. Compelling Web Experiences 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 www.sitecore.net
  • 8. Sitecore. Compelling Web Experiences What can we do? We can improve how our websites maximize our Ad spend  Improve ad conversion  Improve our spending decision processes  Increase residual value of advertising  Re-engage with customers on a long-term basis Page 8 www.sitecore.net
  • 9. Sitecore. Compelling Web Experiences Habit #1 Deliver what the customer expects with continuity of messaging Landing pages need to deliver on the ad’s promise  Copy and calls to action must be in line  Offer expertise based on the ad’s subject  Engage the user and build trust quickly  Start looking for the problem Keep telling the story as they move deeper into your site  Consistently message to the user throughout their experience  Uncover the customer needs and deliver solutions Benefits  Reduce bounce rates  Increase conversion rates  Build credibility with prospects and customers Page 9 www.sitecore.net
  • 10. Sitecore. Compelling Web Experiences Page 10 www.sitecore.net
  • 11. Sitecore. Compelling Web Experiences Habit #2 Segment and balance user experiences with site goals Not as obvious as you think  Align your promises with your calls to action  Identify latent needs  Allow visitors to self segment  Guide users where you want them to go  Remember: landing page is just the start Ask yourself…  How will each segment react  What different types of goals do they have? Benefits  Build credibility with visitors and prospects  Higher conversion rates (leads, transactions, self service, etc.) Page 11 www.sitecore.net
  • 12. Sitecore. Compelling Web Experiences Page 12 www.sitecore.net
  • 13. Sitecore. Compelling Web Experiences Page 13 www.sitecore.net
  • 14. Sitecore. Compelling Web Experiences Page 14 www.sitecore.net
  • 15. Sitecore. Compelling Web Experiences Habit #3 Deliver value back to your Web visitors by waiting for the right moment Pick your pitch  User experience must win out  Visitors aren’t always ready to engage  Understand intimacy levels  Lead scoring helps find buying signals  Customers filter advertising because it’s always on  Make it personal, make it matter  Deliver value Benefits  Improve conversions on site  Differentiating experiences  Word of Mouth (WOM) marketing Page 15 www.sitecore.net
  • 16. Sitecore. Compelling Web Experiences Page 16 www.sitecore.net
  • 17. Sitecore. Compelling Web Experiences Page 17 www.sitecore.net
  • 18. Sitecore. Compelling Web Experiences Habit #4 Learn to learn, listening to your segments and optimizing messaging Learning to listen  Scoring your content and actions  Testing and validating with polls and surveys  What profiling can tell you  Measure performance by segment and persona  Test, test, test: Test messaging with MVT Benefits  Better understand of each and every customer  Incrementally improve campaign performance by segment Page 18 www.sitecore.net
  • 19. Sitecore. Compelling Web Experiences Page 19 www.sitecore.net
  • 20. Sitecore. Compelling Web Experiences Habit #5 Overcome objections and barriers using community content and engagement Understand your customers hurdles  Ask your sales team  Understand the sales lifecycle  Use community to overcome fear and build trust  Use content marketing to overcome objections The 6th man of your sales team  Benefits  Drive leads deeper into the funnel for your sales team  Reduce cost of sales  Improved conversion rates and win ratios Page 20 www.sitecore.net
  • 21. Sitecore. Compelling Web Experiences Page 21 www.sitecore.net
  • 22. Sitecore. Compelling Web Experiences Habit #6 Get the conversation started: Long- term customer value through ongoing dialog Create an ongoing conversation with your customer  Engage users in community content  Put your customer community to work for you  Offer community content interchangeably with your content  Build trust and confidence using your community Benefits  Creates value for the customer  Greater customer intimacy / Loyalty  Expands the customer relationship  Deeper understanding of customer needs Page 22 www.sitecore.net
  • 23. Sitecore. Compelling Web Experiences Page 23 www.sitecore.net
  • 24. Sitecore. Compelling Web Experiences Page 24 www.sitecore.net
  • 25. Sitecore. Compelling Web Experiences Habit #7 Provide the ongoing content and experience for which visitors hunger and return The show isn’t over after the first dance  Content marketing mixed with episodic delivery to keep them coming back  Build content assets worth subscribing to  Pull visitors back with community engagement  Tap Wisdom of the Crowd content: help customers filter  Nurture campaigns Benefits  Engagement leads to buying  Drive residual value of ad spend Page 25 www.sitecore.net
  • 26. Sitecore. Compelling Web Experiences Page 26 www.sitecore.net
  • 27. Sitecore. Compelling Web Experiences The Seven Habits Deliver what the customer expects with continuity of messaging Segment and balance user experiences with site goals Deliver value back to your Web visitors by waiting for the right moment Learn to learn, listening to your segments and optimizing messaging Overcome objections and barriers using community content and engagement Get the conversation started–Longer-term customer value through ongoing dialog Provide the ongoing content and experience for which visitors hunger and return Page 27 www.sitecore.net
  • 28. Sitecore. Compelling Web Experiences Putting the Habits to Work Improve the effectiveness of your ad spend using your websites with these 7 habits  Improve ad conversion  Improve our spending decision processes  Increase residual value of advertising  Re-engage with customers on a long-term basis Page 28 www.sitecore.net
  • 29. Sitecore. Compelling Web Experiences Q&A Addition information can be found at: www.sitecore.net Follow up questions please contact: Darren Guarnaccia dg@sitecore.net Page 29 www.sitecore.net
  • 30. Sitecore. Compelling Web Experiences Page 30 www.sitecore.net