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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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    5 Ways to Improve Online Conversions 5 Ways to Improve Online Conversions Presentation Transcript

    • 5 Ways to Improve Your Online Conversion Rates by Better Understanding Your Visitors Darren Guarnaccia, VP Product MarketingDG@sitecore.net
    • About Sitecore
      Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations
      Presence
      San Francisco, Portland, Boston, Copenhagen, Stockholm, London, Munich, Amsterdam and Brisbane
      Stability
      Profitable since inception in 1999, same owners, same vision and same technology (.NET)
      Customers
      Over 1800 client installations managing over 20,000 web sites worldwide
      Recognized
      Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner
      Ranked Visionary Gartner Magic Quadrant for WCM 2009
      Rated positively by Forrester in “5 Additional options for WCM” research Aug 09
      Supported
      Over 450 Sitecore Certified Partners worldwide, with over 150 in North America
    • Sitecore’s 1800+ customers include:
    • 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
    • Long tail effect
      We don’t own our own brand
      Customer’s demand relevancy
    • 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
    • The sales funnel has inverted
    • The customer’s are gaining control
    • 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
    • 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
    • Your website as a customer intelligence engine
      A visitor’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?
    • 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
    • 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
    • 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)
    • 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
    • Analyze successful conversions and replicate
      Analyze successful outcomes by:
      Segment
      Buyer type
      Business driver / needs
      Objections
      Geography / Market
      Find the common patterns in behavior
      Perform gap analysis on wins vs. losses in terms of content consumed
      Tie sessions to CRM accounts for added information
      Create incremental goals that can be tracked as successes
    • 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
    • Blend community content to overcome risk
      Surfacing community content can help overcome risk in sales process
      Prospects are doing significant research upfront
      Only getting part of your message
      Promote your champions, and advocates
      Associate community conversations with relevant website content
      High credibility content, can overcome risk and fear in customers mind
      SEO benefits
    • 5 ways to improve your websites conversions
      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
    • Q & A
      Additional information can be found at:
      www.sitecore.net
      Follow up questions please contact:
      Darren Guarnaccia
      dg@sitecore.net