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Sitecore. Compelling Web Experiences                                                                   Øg konverteringen  ...
Sitecore. Compelling Web Experiences        Claim!        • Most e-commerce sites are unable to:              • Have a rel...
Sitecore. Compelling Web Experiences        Channels are silo’d                                                          P...
Sitecore. Compelling Web Experiences        Waste and inefficiency reign    • Imagine a trade show where a company had mul...
Sitecore. Compelling Web Experiences        Tidal wave of data                                                            ...
Sitecore. Compelling Web Experiences        Meanwhile…        • Marketing is under pressure to show results        • Do mo...
Sitecore. Compelling Web Experiences                                       Facts        Page 8                            ...
Sitecore. Compelling Web Experiences        Average Conversion rate, week 17-2011                      2,20%              ...
Sitecore. Compelling Web Experiences        US Online Ad spending in 2010           $25,8 BN                              ...
Sitecore. Compelling Web Experiences        Visitors are leaving your website         “..it is really hard to get a bounce...
Sitecore. Compelling Web Experiences        The math        • 10.000 visitors        • 2.000 website is irrelevant        ...
Sitecore. Compelling Web Experiences        Websites anno 2011        Page 13                        www.sitecore.net/Trai...
Sitecore. Compelling Web Experiences        ”Splinternet”                          Pull/Push dialogue based on behavior ac...
Sitecore. Compelling Web Experiences    The Customer Journey Today                                                    Down...
Sitecore. Compelling Web Experiences        One company’s website launch    • Sitebrand website launch: CMS was merely 1 o...
Sitecore Customer Engagement Platform                     www.sitecore.net
Sitecore. Compelling Web Experiences        Sitecore Customer Engagement Platform                                         ...
Sitecore. Compelling Web Experiences                                       Measure the value of the channels        Page 1...
Sitecore. Compelling Web Experiences        Which channels are most effective?        Page 20                        www.s...
Sitecore. Compelling Web Experiences        Engagement Value Points Accumulate Only at Transaction Points      Organic Sea...
Sitecore. Compelling Web Experiences        Customer Behavior        Page 22                        www.sitecore.net/Train...
Sitecore. Compelling Web Experiences        Customer Behavior                  Was there intent to buy?                  W...
Sitecore. Compelling Web Experiences        The Digital Fingerprint                                                       ...
Sitecore. Compelling Web Experiences        Engagement from 100 BC to 2011        Page 25                        www.sitec...
Sitecore. Compelling Web Experiences                                       How can Engagement make a difference        Pag...
Sitecore. Compelling Web Experiences        Web Engagement Management…        Page 27                        www.sitecore....
Sitecore. Compelling Web Experiences                                       Behavioral targeting        Page 28            ...
Sitecore. Compelling Web Experiences        Page 29                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences                                       Intent         Keywords              Location  ...
Sitecore. Compelling Web Experiences        Page 31                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences        Page 32                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences        Page 33                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences        Case Nicam        • Visitor Behavior              •   Consumer vs. Dealer     ...
Sitecore. Compelling Web Experiences        Visitor from Search        Page 35                        www.sitecore.net/Tra...
Sitecore. Compelling Web Experiences        Customer Behavior        Page 36                        www.sitecore.net/Train...
Sitecore. Compelling Web Experiences        Customer Behavior                        Save up to 70% on top brand          ...
Øg konverteringen gennem personalisering og dialog påtværs af kanaler, Christian Pelle & Jannik Devantier, Sitecore, track 4
Øg konverteringen gennem personalisering og dialog påtværs af kanaler, Christian Pelle & Jannik Devantier, Sitecore, track 4
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Øg konverteringen gennem personalisering og dialog påtværs af kanaler, Christian Pelle & Jannik Devantier, Sitecore, track 4

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Øg konverteringen gennem personalisering og dialog påtværs af kanaler, Christian Pelle & Jannik Devantier, Sitecore, track 4

  1. 1. Sitecore. Compelling Web Experiences Øg konverteringen på Jeres website gennem personalisering og involverende dialog på tværs af kanaler e-handelskonferencen 2011 Christian Pelle - cpe@sitecore.net Sales and Partner Manager Jannik Devatier – jad@sitecore.net Sales Manager Page 1 www.sitecore.net/Training
  2. 2. Sitecore. Compelling Web Experiences Claim! • Most e-commerce sites are unable to: • Have a relevant dialogue with the visitors – real time! • Use the technological opportunities to increase conversions • That is why: • Conversion rates are low! • Budgets are being used to increase traffic under the assumption that more traffic = higher conversion rates Page 3 www.sitecore.net/Training
  3. 3. Sitecore. Compelling Web Experiences Channels are silo’d Prospect Web Sites Social Media Email Mobile Page 4 www.sitecore.net/Training
  4. 4. Sitecore. Compelling Web Experiences Waste and inefficiency reign • Imagine a trade show where a company had multiple booths • Each channel ran their own booth and only talked if they happened to run into each other in the restroom • Independent budgets, messaging, goals, and measurements • Yet they were targeting the same customer • Prospect wonders: • Why are they saying different things? • Is this how it’s going to be if I become a customer? • How do I know I’m getting the best offer? “Optimization? We’re just barely staying afloat.” Page 5 www.sitecore.net/Training
  5. 5. Sitecore. Compelling Web Experiences Tidal wave of data  Locked in different channel silos  Channel and campaign centric vs. prospect centric  Spreadsheet hell “We create as much information in two days now as we did from the dawn of man through 2003.” - Eric Schmidt, CEO, Google Page 6 www.sitecore.net/Training
  6. 6. Sitecore. Compelling Web Experiences Meanwhile… • Marketing is under pressure to show results • Do more with less • Prove the function’s value Page 7 www.sitecore.net/Training
  7. 7. Sitecore. Compelling Web Experiences Facts Page 8 www.sitecore.net/Training
  8. 8. Sitecore. Compelling Web Experiences Average Conversion rate, week 17-2011 2,20% Source: Fireclick Index Page 9 www.sitecore.net/Training
  9. 9. Sitecore. Compelling Web Experiences US Online Ad spending in 2010 $25,8 BN Source: eMarketer.com We tend to spend most of the Online Marketing budget on attracting visitors, with Paid Search being the highest. Page 10 www.sitecore.net/Training
  10. 10. Sitecore. Compelling Web Experiences Visitors are leaving your website “..it is really hard to get a bounce rate under 20%, anything over 35% is cause for concern” Source: Avinash Kaushik Page 11 www.sitecore.net/Training
  11. 11. Sitecore. Compelling Web Experiences The math • 10.000 visitors • 2.000 website is irrelevant • 176 are persuaded This is a persuasion rate We tend to accept bounce of 2,20%. rates between 20-35% as good, like ”there will However missed always be visitors by opportunities are 97,80%, mistake” leaving 7.824 visitors ”un- persuaded”! Should we accept this? Should we accept this? Page 12 www.sitecore.net/Training
  12. 12. Sitecore. Compelling Web Experiences Websites anno 2011 Page 13 www.sitecore.net/Training
  13. 13. Sitecore. Compelling Web Experiences ”Splinternet” Pull/Push dialogue based on behavior across channels Page 14 www.sitecore.net/Training www.sitecore.net
  14. 14. Sitecore. Compelling Web Experiences The Customer Journey Today Download Sign up white for I want paper newsletter to buy… Free trial Visit Read vendor’s Attend Open analyst website webinar Search email report tweets Random Acts of Marketing Visit Ask competitor’s Ask peers Chat website boss Google online competitors with CS Read How do I blogs decide? Page 15 www.sitecore.net/Training
  15. 15. Sitecore. Compelling Web Experiences One company’s website launch • Sitebrand website launch: CMS was merely 1 of 8 tools SEO AnalyticsPersonalization Analytics Content management Lead scoring and Email marketing nurturing CRM Page 16 www.sitecore.net/Training
  16. 16. Sitecore Customer Engagement Platform www.sitecore.net
  17. 17. Sitecore. Compelling Web Experiences Sitecore Customer Engagement Platform Goals & Engagement Values Cross Channel Engagement presence Analytics Sales enablement Campaign with CRM Management integration E-mail Rules Based campaigning Personalization Engagement A/B split & MV Automation testing Predictive Personas & personalization profiling Page 18 www.sitecore.net/Training
  18. 18. Sitecore. Compelling Web Experiences Measure the value of the channels Page 19 www.sitecore.net/Training
  19. 19. Sitecore. Compelling Web Experiences Which channels are most effective? Page 20 www.sitecore.net/Training
  20. 20. Sitecore. Compelling Web Experiences Engagement Value Points Accumulate Only at Transaction Points Organic Search 125 25 Email “Whitepaper” 100 175 25 50 25 50 Social Channels 250 150 100 75 25 Registration 25 Quote 50 Demo 100 Page 21 www.sitecore.net/Training
  21. 21. Sitecore. Compelling Web Experiences Customer Behavior Page 22 www.sitecore.net/Training
  22. 22. Sitecore. Compelling Web Experiences Customer Behavior Was there intent to buy? Was the landing page able to get attention, based on intent? Will the visitor leave the website? They need to ENGAGE the visitor Page 23 www.sitecore.net/Training
  23. 23. Sitecore. Compelling Web Experiences The Digital Fingerprint OS Device Campaign Keywords Language IP adress Region IP Owner City Country Visitor identification Day Time Referrel Page 24 www.sitecore.net/Training
  24. 24. Sitecore. Compelling Web Experiences Engagement from 100 BC to 2011 Page 25 www.sitecore.net/Training
  25. 25. Sitecore. Compelling Web Experiences How can Engagement make a difference Page 26 www.sitecore.net/Training
  26. 26. Sitecore. Compelling Web Experiences Web Engagement Management… Page 27 www.sitecore.net/Training
  27. 27. Sitecore. Compelling Web Experiences Behavioral targeting Page 28 www.sitecore.net/Training
  28. 28. Sitecore. Compelling Web Experiences Page 29 www.sitecore.net/Training
  29. 29. Sitecore. Compelling Web Experiences Intent Keywords Location Page 30 www.sitecore.net/Training
  30. 30. Sitecore. Compelling Web Experiences Page 31 www.sitecore.net/Training
  31. 31. Sitecore. Compelling Web Experiences Page 32 www.sitecore.net/Training
  32. 32. Sitecore. Compelling Web Experiences Page 33 www.sitecore.net/Training
  33. 33. Sitecore. Compelling Web Experiences Case Nicam • Visitor Behavior • Consumer vs. Dealer • Pro vs. Amateur • Buy vs. support vs. community • Etc.. • Goals: • Sell products • Cross sale to existing customers • Engage through community • Support existing customers Page 34 www.sitecore.net/Training
  34. 34. Sitecore. Compelling Web Experiences Visitor from Search Page 35 www.sitecore.net/Training
  35. 35. Sitecore. Compelling Web Experiences Customer Behavior Page 36 www.sitecore.net/Training
  36. 36. Sitecore. Compelling Web Experiences Customer Behavior Save up to 70% on top brand Mountain bikes On stock in these locations In Cambridge Page 37 www.sitecore.net/Training

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