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5 Ways to Improve Online Conversions

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Discover five ways to completely understand your website customers and improve your online conversions.

Discover five ways to completely understand your website customers and improve your online conversions.

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  • 1. Sitecore. Compelling Web Experiences Page 1 www.sitecore.net 5 Ways to Improve Your Online Conversion Rates by Better Understanding Your Visitors Darren Guarnaccia, VP Product Marketing DG@sitecore.net
  • 2. Sitecore. Compelling Web Experiences Page 2 www.sitecore.net About Sitecore  Leadingprovider ofenterprise-class .NETwebcontentmanagement andportal softwareformid-to-largeorganizations  Presence  SanFrancisco, Portland,Boston,Copenhagen,Stockholm,London,Munich,Amsterdamand Brisbane  Stability  Profitablesinceinceptionin1999,sameowners,samevisionandsametechnology(.NET)  Customers  Over1800clientinstallationsmanagingover20,000websitesworldwide  Recognized  BestMicrosofttechnologyalignment,MicrosoftISVPartneroftheYear2003/2004,Microsoft GoldPartner  RankedVisionaryGartner MagicQuadrantforWCM2009  RatedpositivelybyForresterin“5AdditionaloptionsforWCM”researchAug09  Supported  Over450SitecoreCertifiedPartnersworldwide,withover150inNorthAmerica
  • 3. Sitecore. Compelling Web Experiences Page 3 www.sitecore.net Sitecore’s 1800+ customers include:
  • 4. Sitecore. Compelling Web Experiences Page 4 www.sitecore.net Customers have changed Caused by a variety of factors  The economy  Unprecedented access to information  Unprecedented access to other customers  Less tolerance for risk  Long Tail effect
  • 5. Sitecore. Compelling Web Experiences Page 5 www.sitecore.net Long tail effect  We don’t own our own brand  Customer’s demand relevancy
  • 6. Sitecore. Compelling Web Experiences Page 6 www.sitecore.net New Customer engagement model Customers have access to vast information sources  Arrive at your door step well educated already  They are qualifying you  They want solutions, not products  Demand relevant offerings or they abandon  Customers buy business outcomes
  • 7. Sitecore. Compelling Web Experiences Page 7 www.sitecore.net The sales funnel has inverted
  • 8. Sitecore. Compelling Web Experiences Page 8 www.sitecore.net The customer’s are gaining control
  • 9. Sitecore. Compelling Web Experiences Page 9 www.sitecore.net What does this mean? Your sales process must start earlier  Your website becomes the “tip of the spear”  Engage customers with solutions to their challenges  Identify key issues and drivers for each visitor  Uncover latent pain for prospects  Nurture and target high value prospects
  • 10. Sitecore. Compelling Web Experiences Page 10 www.sitecore.net Making your site the Tip of the Spear 5 ways to improve your websites conversions rates and better understand your customers  Tuning your website to become a customer intelligence engine  Nurture your prospects towards solutions, overcome objections  Engage your visitors episodically, holistically  Analyze success, guide similar prospects on path  Blend community content to overcome risk
  • 11. Sitecore. Compelling Web Experiences Page 11 www.sitecore.net Your website as a customer intelligence engine Avisitor’s behavior can tell you a great deal about them… but, define want to know about your customers first  What knowledge helps your sales people?  What segments are meaningful for your offerings?  What stages do customers have in the sales process?  What problems and issues do your solutions solve?  What objections do you have to overcome in the sale process?  Who buys your products?
  • 12. Sitecore. Compelling Web Experiences Page 12 www.sitecore.net Your website as a customer intelligence engine Now you have a catalog of knowledge you’d like to learn about your customers, now map that to your content  Build a matrix detailing all your content  How does your content map to what you want to know  Find the holes in your content/knowledge matrix and fill it  Give content a score in every area of knowledge  Score content and visitor behavior in terms of buying signals  Apply these scores and weights to your website analytics or web technology
  • 13. Sitecore. Compelling Web Experiences Page 13 www.sitecore.net Your website as a customer intelligence engine What you’ll learn  Detailed knowledge about what each prospect cares about, and pain points  Rich segmentation information and persona mapping  Sales stage / lead readiness knowledge  Which campaigns perform well against which segments, and business drivers  How well qualified are the leads from your campaigns
  • 14. Sitecore. Compelling Web Experiences Page 16 www.sitecore.net Nurture towards solutions, overcome objections Now that you know what your prospect cares about:  Offer and recommend content based on their needs  Based on needs and sales stage, promote content to overcome objections  Demonstrate leadership and expertise  Integrate email and advertising campaigns with prospect profile  Nurture and warm prospects until ready for sales engagement (leadscore)
  • 15. Sitecore. Compelling Web Experiences Page 17 www.sitecore.net
  • 16. Sitecore. Compelling Web Experiences Page 18 www.sitecore.net
  • 17. Sitecore. Compelling Web Experiences Page 19 www.sitecore.net Engaging visitors episodically & holistically Start tracking your prospects across their many visits  Use their profile to tell an incremental story  Understand visitors from the same organization  Tie campaigns to the user experience  Overcome objections incrementally
  • 18. Sitecore. Compelling Web Experiences Page 21 www.sitecore.net
  • 19. Sitecore. Compelling Web Experiences Page 22 www.sitecore.net Analyze successful conversions and replicate Analyze successful outcomes by:  Segment  Buyer type  Businessdriver/needs  Objections  Geography /Market Find the common patterns in behavior  Performgapanalysis onwins vs.lossesintermsofcontentconsumed  Tiesessions toCRMaccountsforadded information  Createincremental goalsthatcanbetrackedassuccesses
  • 20. Sitecore. Compelling Web Experiences Page 23 www.sitecore.net Analyze successful conversions and replicate Once you know what good looks like…  Guide prospects with similar characteristics to similar content and outcomes  Create calls to action and content recommendations based on the “ideal path”  Target content in nurture rotations via email and onsite messaging
  • 21. Sitecore. Compelling Web Experiences Page 24 www.sitecore.net
  • 22. Sitecore. Compelling Web Experiences Page 25 www.sitecore.net Blend community content to overcome risk Surfacing community content can help overcome risk in sales process  Prospectsaredoingsignificantresearch upfront  Onlygettingpartofyourmessage  Promoteyourchampions,andadvocates  Associate communityconversationswithrelevantwebsitecontent  Highcredibilitycontent,canovercome riskandfearincustomersmind  SEObenefits
  • 23. Sitecore. Compelling Web Experiences Page 26 www.sitecore.net
  • 24. Sitecore. Compelling Web Experiences Page 27 www.sitecore.net
  • 25. Sitecore. Compelling Web Experiences Page 28 www.sitecore.net 5 ways to improve your websites conversions  Tuningyourwebsitetobecomeacustomerintelligenceengine  Nurtureyour prospectstowardssolutions,overcome objections  Engage your visitors episodically, holistically  Analyze success,guide similarprospectson path  Blendcommunitycontenttoovercome risk
  • 26. Sitecore. Compelling Web Experiences Page 29 www.sitecore.net Q & A Additional information can be found at: www.sitecore.net Follow up questions please contact: Darren Guarnaccia dg@sitecore.net