Digital strategy in real life

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Digital strategy in real life

  1. 1. Janus Kohl Andersen AGILE DIGITAL STRATEGY ?
  2. 2. Normann Copenhagen Furniture & Home Deór Wholesale – World wide Retail Flag Ship store in Copenhagen Online sales 2-3 % of toal sales 50+ people 4 people working with online
  3. 3. Digital_strategy.docx!
  4. 4. Digital Strategy?
  5. 5. Basic strategic goals •  Growth of annual sales by approx. 40% •  Increase conversion rate •  Long term: Grow the digital business as part of the company
  6. 6. Areas of focus •  •  •  •  •  •  •  •  •  •  Usability testing SEO SEM Newsletters Online Gift cards Blog upgrade CMS / ERP upgrade Content improvement Social Media Responsive design
  7. 7. Areas of focus •  •  •  •  •  •  •  •  •  •  Usability testing SEO SEM Newsletters Online Gift cards Blog upgrade CMS / ERP upgrade Content improvement Social Media Responsive design
  8. 8. Areas of focus •  Usability testing •  SEO •  Newsletters
  9. 9. Evidence!
  10. 10. Start working on a tactical level Learn & build for insights: - Get more evidence!
  11. 11. When your project / learning is mature: - Set strategic goals •  Make short written strategic plans •  Built on evidence & insights
  12. 12. Creating, reshaping and fulfilling the strategy is the same proces.
  13. 13. Digital_strategy.docx!
  14. 14. Work + Learn Evidence Areas of focus Results / New Evidence Prioritize Digital_strategy.docx! Strategy + Goals
  15. 15. Example, A/B testing •  From usability testing - To budget to start up A/B testing Evidence: - Movie + small report from the usability test - Evidence of 50% + 20% CR increase •  Visual Website Optmizer + Karsten!
  16. 16. Goal: CR +300%
  17. 17. Newsletters - Evidence •  •  •  •  •  •  System analysis/test: Simple system Evidence that the emails converted into sales Sign-up box on website front page Grow the subscriber list - Goal reached fast New goal for subcribers set: 10000 Next project is to improve the CR of the newsletter - working to set the goal
  18. 18. Conclusions
  19. 19. Proces Define simple overall strategic goal Define Possible directions of focus Quick analyze or test out potential directions Create evidence Revise, prioritize (get commitment) - and start working! •  Set committed strategic goals / KPI’s as late as possible •  Learn as you go along (plant milestones) •  •  •  •  • 
  20. 20. Benefits •  Strategy is created + implemented as you progress •  Everyone is kept on the same track •  Discussions are closed with evidence •  Learning as you progress •  No time spent on writing long documents •  Cost efficient •  Simple evidence everyone can remember
  21. 21. Draw backs Sell the strategy every 2 weeks Convince stakeholder on strategy / lack hereof Uncertainty: What about …? Skepticism: In need of stronger evidence At times difficult to keep an overview Risk of working on areas that will be dismissed later •  Difficult to know when to set the goals or when you know enough to make strategic plans •  •  •  •  •  • 
  22. 22. Proces Simple goal Focus areas Evidence Set new goals – define KPIs
  23. 23. Proces Build for insights - Learn from your digital platforms Build a learning culture - Your website is a lab
  24. 24. That’s all!
  25. 25. Discussion Why does organizations make agile projects, but not agile strategy? Does agile apply to digital strategy?
  26. 26. Thanks!

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