5 Ways to Improve Online Conversions

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

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5 Ways to Improve Online Conversions

  1. 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. 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. 3. Sitecore. Compelling Web Experiences Page 3 www.sitecore.net Sitecore’s 1800+ customers include:
  4. 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. 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. 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. 7. Sitecore. Compelling Web Experiences Page 7 www.sitecore.net The sales funnel has inverted
  8. 8. Sitecore. Compelling Web Experiences Page 8 www.sitecore.net The customer’s are gaining control
  9. 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. 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. 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. 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. 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. 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. 15. Sitecore. Compelling Web Experiences Page 17 www.sitecore.net
  16. 16. Sitecore. Compelling Web Experiences Page 18 www.sitecore.net
  17. 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. 18. Sitecore. Compelling Web Experiences Page 21 www.sitecore.net
  19. 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. 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. 21. Sitecore. Compelling Web Experiences Page 24 www.sitecore.net
  22. 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. 23. Sitecore. Compelling Web Experiences Page 26 www.sitecore.net
  24. 24. Sitecore. Compelling Web Experiences Page 27 www.sitecore.net
  25. 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. 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

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