Managing the Site Experience                             Rich Lesperance, Director Web Sales & OperationsThe contents of t...
Agenda   •     4 Quadrants of the Customer Experience   •     Real-life Examples   •     The Impact of Personalization   •...
Running the Site                                                        Credit /           Marketing                      ...
The 4 Quadrants:4 Things We Have to Do Right                                              I.                              ...
Offers: Products and Promotions                                                                       5Copyright© 2008 Cir...
Functionality: Make the site easy to use                                                                       6Copyright©...
Creative: Engage them with your brand                                                                       7Copyright© 20...
Content: Answer their questions                                                                       8Copyright© 2008 Cir...
The 4 Quadrants:4 Things We Have to Do Right                                              I.                              ...
Example: How-To Videos                                                                                                    ...
Example: Holiday Guide                                                                                                    ...
Example: Home Page Evolution    2005Offer-centric                                                     2007                ...
Example: Home Page Evolution                                                                                              ...
Parallels between e-tail & retail                                                                      14Copyright© 2008 C...
Parallels between e-tail & retail                                                                      15Copyright© 2008 C...
Parallels between e-tail & retail                                                                      16Copyright© 2008 C...
Personalization changes everything                                                                                        ...
Personalization changes everything   Personalization opens up the flood gates   From one-to-many to group-based personaliz...
3 key takeaways   •     Ensure you have identified the type of experience         your customers want from you   •     In-...
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Managing the site experience

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Managing the site experience

  1. 1. Managing the Site Experience Rich Lesperance, Director Web Sales & OperationsThe contents of this communication may not be reproduced, published, or disclosed to others without express authorization of Circuit City Stores, Inc.
  2. 2. Agenda • 4 Quadrants of the Customer Experience • Real-life Examples • The Impact of Personalization • Conclusion 2Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  3. 3. Running the Site Credit / Marketing Financing Call Center Legal Analytics Merchants SITE Strategy Usability Retail Creative Gift Card Stores Team Challenge: Without process and a vision, there is chaos 3Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  4. 4. The 4 Quadrants:4 Things We Have to Do Right I. II. Offers: Functionality: Have the right Make the site products and easy to use. promotions. III. IV. Creative: Content: Engage customers Answer all their with your brand. questions. 4Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  5. 5. Offers: Products and Promotions 5Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  6. 6. Functionality: Make the site easy to use 6Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  7. 7. Creative: Engage them with your brand 7Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  8. 8. Content: Answer their questions 8Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  9. 9. The 4 Quadrants:4 Things We Have to Do Right I. II. Offers: Functionality: Have the right Make the site products and easy to use. promotions. III. IV. Creative: Content: Engage customers Answer all their with your brand. questions. 9Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  10. 10. Example: How-To Videos Customers who watched the video had higher conversion rates and purchased 12% more accessories Offerings: Functionality: • Which products are the best • What is the ideal length? fit for how-to video? • Where should we place the • Which accessories are they video? most likely to buy? • How should it be displayed? Creative: Content: • How should the video convey • What unanswered questions our brand? do customers have? • Should we film in a studio or • How does video complement a store? current content? • Should we hire actors or use internal experts? 10Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  11. 11. Example: Holiday Guide 42-fold increase in sales Y/YCreativestyle guidestandardizedacross thecompany Functional / Operational modules Offer Module Content Modules 11Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  12. 12. Example: Home Page Evolution 2005Offer-centric 2007 Better navigation, more content, reduced offers 2008 Improved balance 12Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  13. 13. Example: Home Page Evolution New & improved functional elementsCreative issimplifiedOffers for“deal-hunters”Contentspace for“learners” 13Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  14. 14. Parallels between e-tail & retail 14Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  15. 15. Parallels between e-tail & retail 15Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  16. 16. Parallels between e-tail & retail 16Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  17. 17. Personalization changes everything Customers who had a personalized home page offer were up to 10% more likely to complete a purchase 17Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  18. 18. Personalization changes everything Personalization opens up the flood gates From one-to-many to group-based personalization, and eventually 1x1 Offers Functionality Offers Functionality Offers Functionality Offers Functionality Creative Content Creative Content Creative Content Creative Content browser learner buyer post-purchase Just imagine if your site experience was personalized based on • Other websites you visited • Your visits and purchases in a brick and mortar store • Whether you called our 800 number 18Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  19. 19. 3 key takeaways • Ensure you have identified the type of experience your customers want from you • In-source the talent that is most crucial and create a strong internal process to enable your strategy • Get ready, personalization will change everything 19Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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