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Website Strategies that Put the Pedal to the Metal for Revenue - David Millsaps, Alloy

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Bronto Summit 2017

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Website Strategies that Put the Pedal to the Metal for Revenue - David Millsaps, Alloy

  1. 1. Copyright © 2017 David Millsaps will be talking about its own products and/or services, which it makes available directly to customers. The statements and opinions contained herein are those of David Millsaps and not of Oracle. Oracle has not verified any statements or claims herein and assumes no responsibility for such statements or claims. CAUTIONARY NOTE:
  2. 2. Copyright © 2017 Using the customer journey to optimize information architecture, search engine optimization and automation. Website Strategies that Put the Pedal to the Metal for Revenue #commercejourneys @eyevariety Alloymagnetic.com/commercejourneys
  3. 3. Copyright © 2017
  4. 4. Copyright © 2017
  5. 5. Copyright © 2017 will pay more for a better customer experience *https://www.walkerinfo.com/customers2020/ *http://insightcenter.eprkc.com/millennials- shaping-new-economy-experience/ 3out of 4 millennials prefer experiences to goods 86%
  6. 6. Copyright © 2017
  7. 7. Copyright © 2017 https://www.linkedin.com/pulse/rise-economy-ofuser-experience-look-beyond-product-service-om-tandon
  8. 8. Copyright © 2017 http://blog.searchmetrics.com/us/2016/01/13/google-core-update/
  9. 9. Copyright © 2017 CONTENT STRATEGY 0% 1% 2% 2% 3% Without Content Marketing With Content Marketing
  10. 10. Copyright © 2017 • visualization of entire customer experience • captures outcome of touchpoint • created with the customer’s perspective to capture feeling CUSTOMER JOURNEY MAPS
  11. 11. Copyright © 2017 Awareness Consider Purchase Use Maintain Ask Engage Touchpoints Feeling Thinking Spring Weather Neighbor Eco Friendly Eco Friendly Yard Maintenance? Power Comparisons Selects Battery Capacity Shipping Read Reviews Video Reviews Consumer Reports Financing Choosing Combo Kit Opening Packaging Assembly First Charge Registering Cleaning Battery Storage Upgrades First Mow Advocate Repair What do I do when its not cutting as well anymore? Whats the warranty Is it actually good? Whats the battery life? Does it support mulching? Does it support mulching? I hate gas maintenance ExcitementHopeFrustration A Better Way Fulfillment Disappointment Ease Supported Excited Evangelist Quieter than I thought What is this button for? How do I sharpen the blade?
  12. 12. Copyright © 2017 • touchpoints are key to shaping content & experiences • cross functional • capturing 3rd party touchpoints • gets marketing thinking about post purchase MAKE THE INVISIBLE VISIBLE
  13. 13. Copyright © 2017 • has high expectation • emotionally engaged • is personally invested • needs to feel appreciated MOMENT OF TRUTH
  14. 14. Copyright © 2017 • requires extra effort • creates stress • makes them feel less valued • undermines loyalty • reveals gap between expectation and reality PAIN POINT
  15. 15. Copyright © 2017 1. Segmentation 2. Identify touch points 3. Validate touchpoints 4. Quantify Value - ROI CREATING A JOURNEY
  16. 16. Copyright © 2017 • start with a product category where you are converting well or have high engagement • history and data will help you get going • do the work CHOOSING A JOURNEY
  17. 17. Copyright © 2017 Survey Support Queries Analytics
  18. 18. Copyright © 2017
  19. 19. Copyright © 2017 • survey about the entire journey and at individual touch points • first questions are your most important • don’t ask things you should already know SURVEYS
  20. 20. Copyright © 2017 Conversions > Multi Funnel Conversions > Top Conversion Paths
  21. 21. Copyright © 2017 Conversions > Multi Funnel Conversions > Top Conversion Paths
  22. 22. Copyright © 2017 https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
  23. 23. Copyright © 2017 • Mine common support questions in support software/call center • Look for DIY help content on youtube and the web SUPPORT
  24. 24. Copyright © 2017 Awareness Consider Purchase Use Maintain Ask Engage Touchpoints Feeling Thinking Spring Weather Neighbor Eco Friendly Eco Friendly Yard Maintenance? Power Comparisons Selects Battery Capacity Shipping Read Reviews Video Reviews Consumer Reports Financing Choosing Combo Kit Opening Packaging Assembly First Charge Registering Cleaning Battery Storage Upgrades First Mow Advocate Repair What do I do when its not cutting as well anymore? Whats the warranty Is it actually good? Whats the battery life? Does it support mulching? Does it support mulching? I hate gas maintenance ExcitementHopeFrustration A Better Way Fulfillment Disappointment Ease Supported Excited Evangelist Quieter than I thought What is this button for? How do I sharpen the blade?
  25. 25. Copyright © 2017 CONTENT OPPORTUNITIES Awareness Consider Engage Onsite What kind of mower do I need for a half acre yard? The mower thick grass test Video reviews Customer Reviews Brand based product news Customer Forum Hacks Email How mowing supports lawn health. The 5 lowest maintenance push mowers How Tesla is pushing lawn equipment forward Requesting Review Reminder of scheduled maintenance
  26. 26. Copyright © 2017 https://vanwinkles.com/real-nature-sounds-are-better-for-relaxation-than-fake-white-noise
  27. 27. Copyright © 2017 CATEGORY PAGES http://www.webstaurantstore.com/2821/kitchen-cutlery.html
  28. 28. Copyright © 2017
  29. 29. Copyright © 2017
  30. 30. Copyright © 2017
  31. 31. Copyright © 2017 Thank You David Millsaps @eyevariety http://Alloymagnetic.com/ecommercejourney

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