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Managing the site experience

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  • 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. 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. 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. 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. Offers: Products and Promotions 5Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  • 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. 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. Content: Answer their questions 8Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  • 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. 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. 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. 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. 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. Parallels between e-tail & retail 14Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  • 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. Parallels between e-tail & retail 16Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
  • 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. 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. 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.