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Optimising the Nissan Australia Online Experience
 

Optimising the Nissan Australia Online Experience

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Nissan Australia continually optimizes the Nissan.com.au web and mobile sites and online marketing campaigns to help improve the customer experience, drive leads and assist with sales. ...

Nissan Australia continually optimizes the Nissan.com.au web and mobile sites and online marketing campaigns to help improve the customer experience, drive leads and assist with sales.

As Nissan Australia's digital partner, we developed a personalisation strategy that enhances the ability for Nissan to be nimble with product information and marketing communication, while optimizing the journey for the user through to a key online lead. Nissan Australia is taking this data-driven approach using Sitecore’s DMS personalisation and optimisation features to achieve their website objectives.

This webinar was presented by Heath Walker, Digital Marketing Manager – Nissan Australia, and Stephen Foxworthy, Strategy Director at Reactive.

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    Optimising the Nissan Australia Online Experience Optimising the Nissan Australia Online Experience Presentation Transcript

    • Strategy & approaches to personalisation Optimising the Nissan Australia Online Experience
    • About nissan.com.au • Audiences and user types have very different needs: - Everything from pre-purchase consideration, through to post-purchase service delivery • Needs to integrate with back-of-house systems • Nissan need to glean more insight and data for forward planning, not just reporting
    • The opportunity to build the best car website in the world! The Opportunity
    • Technology choices • The platform needed to deliver cutting-edge content management features • A thorough CMS assessment was undertaken • Sitecore was selected to power the site
    • Personalisation strategy
    • Objectives • Make the customer journey simpler, more relevant and more engaging • Improve goal conversion & leads • Help sell more cars
    • Clear Goals • Leads: - Quote Request - Test Drive Request - Contact Me Request • Enquiries - Brochure Request - Locate a Dealer - Contact Me Request - Build Your Own vehicle completion • Registration - Interest in new models - eNewsletter Subscription - Social Media friend, fan and follow
    • Role of Personalising the User Experience
    • Approach to Personalisation
    • Levels of Personalisation Objective Personalisation Personalisation based on “single component” rules that are definitive in nature - “If this, then show that”. E.g. if searching Google for “SUV”, show appropriate vehicles Behavourial Personalisation Personalisation based on an anonymous user journey or activities on site. E.g. Viewing multiple Utes could mean visitor is a “Tradie” persona Profiled Personalisation Personalisation based on pre-existing knowledge of user. Could relate to customer entered data, CRM or social media profile. Allows triggered and out-bound personalised content Social Personalisation Personalising the experience based on social shared content E.g. Shared links from a BYO vehicle, shared outcomes from a social campaign such as Nissan’s FlashForward
    • Objective Personalisation Examples Examples - Trigger Types Examples - Where Personalised Examples - What Personalised • In-bound Search Terms • Homepage • Landing Pages • Campaign Landing Pages • Accessory Page • Promo carousal • Pre-configured Variant • Highlighted Offers • Open Accessory Categories • Upstream Entry Point • Campaign Landing Pages from display advertising and sponsorship • Marketing content • Campaign messaging • Audience segment specific content • Visitors Geolocation • Homepage • Campaign Landing Pages • Offers Page • Imagery (location specific) • Marketing content • Highlighted Offers • Dealer locations
    • Behavioural Personalisation Examples Examples - Trigger Types Examples - Where Personalised Examples - What Personalised • Build Your Own completion followed by Locate a Dealer • Homepage on next visit to site • Main vehicle image on HP • Saving of one model (one or multiple variants) • Showroom default search current and next visit • Main vehicle image on HP • Preconfigured Variant
    • Profiled Personalisation Examples Examples - Trigger Types Examples - Where Personalised Examples - What Personalised • Site Entry via EDM targeted to recipients based on BYO completion • Model Landing Page • Campaign Landing Page • Calls to action • Variant or Offers highlighted • Marketing content • Copy – Gender targeted • Test Drive Request for a Micra with Brisbane Postcode • Email confirmation • Marketing content – e.g. Bris event aimed at younger drivers where Micra is highlighted • User flow from Nissan site to Dealer Site via Mobile • Next Nissan visit via Mobile • Immediate redirect to Dealer site or Prominent CTA to go to that Dealer site
    • Engagement Plan
    • Social Personalisation Examples Examples - Trigger Types Examples - Where Personalised Examples - What Personalised • Socially shared link from a BYO vehicle • Personalised BYO Vehicle page • Ability to comment, feedback to sharer • CTA to compare • CTA to BYO • Socially shared link via social campaigns, e.g. Nissan’s FlashForward • Personalised FlashForward Timeline or campaign page • Ability to comment, feedback to sharer • Social shared personal reviews or testimonials • Vehicle pages with review content • Ability to like, share and comment
    • Preparation and Ongoing Management Implications Objective Personalisation Behavourial Personalisation Profiled Personalisation Social Personalisation Rules Content • Integrate with SEM and marketing efforts • Create library of triggers with cause and impacts mapped • Simple relational rules • Iteration of Marketing Messages • Multiple Images in library for same assets and real estate • Offer promotional creative in multiple formats targeted to different demographics • Integrate with metrics reporting around desired user paths/actions • Often will take effect on next visit or reversion to Home Page • Iteration of Marketing Messages • Multiple Images in library for same assets and real estate • Offer promotional creative in multiple formats targeted to different demographics • Requires more sophisticated data infrastructure • Perfect for A:B & MV Testing • Iteration of Marketing Messages • Multiple Images in library for same assets and real estate • Offer promotional creative in multiple formats targeted to different demographics • Requires the ability to personalise sharing links • Identify in-bound traffic and associate with influencers • Iteration of Marketing Messages • Multiple Images in library for same assets and real estate • Offer promotional creative in multiple formats targeted to different demographics
    • Phased Approach Launch + 3 Months + 6 Months + 9 Months Level of Personalisation • Objective • Basic Behavioural • Objective • Moderate Behavioural • Objective • Sophisticated Behavioural • Basic Profiled • Objective • Sophisticated Behavioural • Sophisticated Profiled Types of Setting • Simple A:B based on content variation but not based on Rule Def • A:B – content and Rule Def • A:B – content and Rule Def • Basic MV • A:B – content and Rule Def • Sophisticated MV > > >>
    • Testing and Measurement • Our measurement needs go far beyond analytics • Deep insight for propensity planning, customer segmentation, profiling and reporting
    • Lessons
    • Lessons • Don’t wait for perfect – Iterate and learn • Choose your battles • Content – it’s a trap! • There are many ways to build a site • There is no end…
    • In Summary • Planning for personalisation via the DMS needs to happen early • Define goals first - Do different personas have different goals? - Or is the communication different, but the goal the same? • Make sure content planning happens alongside goals • Start with small changes that will yield big outcomes • Build meaningful reports that will prove the value of continued personalisation and testing
    • Thanks!