JONATHAN WALL Director, Product Marketing, Ektron
JAMES WILLIAMSON Partner, MethodFactory
STEVE WALTER Partner, MethodFact...
WHAT YOU WILL LEARN:
•  Visitor, Site and Digital Marketing
Trends
•  How to Wake Up Your Website
•  Personas and Content ...
Trends
VISITOR
18%
39%
55%
69%
81%
79%
65+
55-64
45-54
35-44
25-34
18-24
SMARTPHONE
OWNERSHIP BY AGE
80%
of adults
under the
age of 34
ha...
MOBILE DATA
USAGE
201763%
desktop
37%
mobile
2 0 1 2
TIME SPENT ONLINE
67 percent
of the
buyer’s
journey is
digital
Your visitors are bombarded
by 100’s of digital messages
each day
One
every 5
minutes
Business
email,
101
Personal
email,
54
Texts,
30
Sites
visited, 10
Searches
conducted,
5
Facebook
post...
The only way to
cut through the clutter
is TO CONNECT
with visitors on a personal
level
DIGITAL MARKETING & WEBSITE TRENDS
•  52% of
organizations
have a blog
•  ~30% of
blogs are
active
25%
26%
33%
40%
50%
57%
0% 20% 40% 60%
Website integration
Develop an influencer
relations or ambassador
program
Provide d...
WHAT PERCENTAGE OF MARKETING BUDGET
IS ALLOCATED TO CONTENT MARKETING?
2.90%
13.30%
20%
15.20%
8.70%
6.40%
3.90% 4% 3.70%
...
50%
32%
16.80%
1.40%
Increases Increases slightly
Stays flat Decreases
82% of
organizations
are
INCREASING
their content
p...
INTEGRATION WITH MARKETING AUTOMATION
39%
15.1%
26%
28%
36.1%
36.7%
We don't use marketing
automation
We sporadically use ...
Site search
helps your
visitors
accomplish
their goals,
and helps you
DRIVE THEM
through your
desired
journey
SEARCH
343%
...
WHAT ARE THE BENEFITS OF USING DATA IN
MAKING DECISIONS?
45% of
marketers
note that
DATA is the
most
underutilized
asset i...
Inbound
•  Blogs
•  SEO
Content
Targeting &
Personas
Mobile
Site search
THE INBOUND MARKETING RECIPE
Ingredients
•  Heaps of content
•  Blogs & Infographics
•  Ebooks and whitepapers
•  Videos
•...
BLOGS
Easy,
Actionable
SEO
Search
Visit 1
•  Your site
•  Video
THE VISITOR JOURNEY
WHAT
THEY DO
ANONYMOUS VISITOR CUSTOMER
SYSTEMS
Visit 2
•  Consum...
FOCUS ON THE VISITOR JOURNEY
Not your process
Content
Marketing
Drives
Engagement
PERSONA
Noun – a
representation of
a segment of
customers
PERSONA MANAGEMENT
CONTENT TARGETING
Verb – Using data
about your visitors to
provide relevant,
contextual content to
move them along in
the ...
TARGET THAT CONTENT
Content targeting
Desired
business
results
CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness
Consideration
Conversion
Visitor
CONVERSION: WHAT REALLY HAPPENS
Awareness
Consideration
Conversion
Visitor
DOES THIS LOOK FAMILIAR?
CMS CRM Marketing
Automation
Analytics
ERP Enterprise
Repositories
HOW TO GET THERE
Connected
systems that
work
together
M o v i n g d a t a
b i -
d i r e c t i o n a l l y
w h e n n e e d ...
WAYS TO TARGET CONTENT
Anonymous Visitors
•  Geo-location
•  Search term
•  Industry
•  Company
•  Device type
Known Visit...
Must Have Attributes
•  Is a customer
•  With X products
•  In Canada
Nice to have
•  Responded to upgrade
campaign
Must H...
PERSONAS & SITE SEARCH
IN THE REAL WORLD
James Williamson
Steve Walter
PERSONA MANAGEMENT
Persona Management is not new
-  Catalogers have been
doing it for half a century
-  Customer segmentat...
SOME B2C RETAIL PERSONAS
Personas are useful in B2C settings, to connect with
your audience
Rawlings speaks to
Coaches, Pa...
SOME B2C RETAIL PERSONAS
Coleman speaks to campers…
They both need tents and grills… ,but they’re totally different
audien...
METHODFACTORY’S PERSONAS
  Marketer IT Person
Persona Name  Sue  Joe
Title Director, eCommerce Director, Applications
Age ...
METHODFACTORY’S PERSONA SLICES
I’m a… from a…
located in the...
and I’m interested in…
I ’ m S u e - a
m a r k e t e r f r...
HOW DO YOU GET THE PERSONA INFO?
Interest
•  R e f e r r i n g
U R L ’ s
•  G o o g l e
A d w o r d s
C a m p a i g n s
• ...
PERSONA TEMPLATE – CONTENT TARGETING
I n d u s t r y
I n t e r e s t
L o c a t i o n
S i z e
V i s i t o r T y p e
V i s i...
PERSONA TEMPLATE – CONTENT TARGETING
I ’ m S u e - a
m a r k e t e r f r o m a
m i d - s i z e d
a s s o c i a t i o n
l o...
PERSONA TEMPLATE – CONTENT TARGETING
I ’ m J o e - a n I T
p e r s o n f r o m a
l a r g e c o n s u m e r
g o o d s f i r...
VISITOR JOURNEY
Persona profiling
+
Content targeting
+
Target VISITOR journey (path)
+
Defined (measureable)
success targ...
VISITOR JOURNEY – LET’S FOLLOW SUE
Persona Visitor Information
Name
Title
Email
Phone
Visitor Type
Interest Commerce
Compa...
VISITOR JOURNEY – LET’S FOLLOW SUE
Persona Visitor Information
Name
Title
Email
Phone
Visitor Type Marketer
Interest Comme...
VISITOR JOURNEY – LET’S FOLLOW SUE
Persona Visitor Information
Name
Title
Email Sue.smith@nam.org
Phone
Visitor Type Marke...
VISITOR JOURNEY – LET’S FOLLOW SUE
Persona Visitor Information
Name
Title
Email Sue.smith@nam.org
Phone
Visitor Type Marke...
VISITOR JOURNEY – LET’S FOLLOW SUE
Persona Visitor Information
Name Sue Smith
Title Director of
Marketing
Email Sue.smith@...
SYSTEMS	
  –	
  WCM	
  
SYSTEMS – MARKETING AUTOMATION
SYSTEMS - CRM
I ’ m S u e - a
m a r k e t e r f r o m a
m i d - s i z e d
a s s o c i a t i o n
l o c a t e d i n t h e
S ...
ANALYTICS
WEB SEARCH – THE EARLY DAYS
WEB SEARCH - MODERN
Or, what used to be modern
WEB SEARCH - MODERN
WEB SEARCH - MODERN
T h e t i c k e t
t o t h e
d a n c e
A u t o -
c o m p l e t e
S y n o n y m s
M i s s p e l l i n g ...
MOBILE SEARCH
When we’re mobile
-  @ home (84%)
-  @ work (64%)
-  Waiting in lines
(74%)
We tend to fill waiting
moments ...
MOBILE SEARCH
Micro-sessions
I ’ m g o i n g t o t h e s t o r e
I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p...
Coleman.com
Search ‘t-e-n-t’
Auto-suggest Dome Tent
That’s what I want – green light
MOBILE SEARCH
Micro-sessions
Leave
th...
Coleman.com
Search ‘t-e-n-t’
Auto-suggest Dome Tent
That’s what I want – green light
MOBILE SEARCH
Micro-sessions
Leave
th...
Coleman.com
Search ‘t-e-n-t’
Auto-suggest Dome Tent
That’s what I want – green light
MOBILE SEARCH
Micro-­‐sessions	
  
Le...
Coleman.com
Search ‘t-e-n-t’
Auto-suggest Dome Tent
That’s what I want – green light
MOBILE SEARCH
Micro-­‐sessions	
  
Le...
Site Search Reporting
THE IMPACT OF BAD SEARCH
I n e e d a
p a i r o f
p a n t s …
H e h ?
Poor search
relevance = poor
conversion and
high page...
THE IMPACT OF BAD SEARCH
I n e e d t o
r e p l a c e m y
l a p t o p …
I ’ m o u t o f
h e r e !
12% of users will
go to a...
PRACTICAL SEARCH EXAMPLE
PRACTICAL SEARCH EXAMPLE
PRACTICAL SEARCH EXAMPLE
PRACTICAL SEARCH EXAMPLE
PRACTICAL SEARCH EXAMPLE
PRACTICAL SEARCH EXAMPLE
PRACTICAL SEARCH EXAMPLE
SITE SEARCH BEST PRACTICE
Business
•  Know thy self
•  Business
•  Offering
•  Customers / personas
•  Terms / language
• ...
SEARCH BEST PRACTICE
Technical
•  ‘Ticket to the dance’ features
•  Auto-complete
•  Synonyms, misspellings &
suggestions
...
6 ways to
CAPITALIZE on
mobile
RESPONSIVE WEB DESIGN
“A website that
responds to the
device that
accesses it and
delivers the
appropriate
output.”
RESPONSIVE VS. M.DOT VS. NATIVE APP
Responsive Web M.dot Native App
Easy to update content
Accessible to all, no installat...
1. Use Responsive Web
Design
BENEFITS OF RESPONSIVE DESIGN
1.  Improved SEO
2.  Increased
Productivity
3.  Time to work
on strategy
not devices
FUTURE PROOFFUTURE PROOF
http://www.ektron.com/Case-Studies/Education/Hendrix-College/
Visit
duration
Mobile
traffic
Bounce
rate
1/3
20%
150%
2. Define
the mobile
experience
by easily
setting
breakpoints
3. Upload 1 image and
automatically resize for
breakpoints
5 MB
480 px
768 px
940 px
1210 px
4. Work faster and smarter by
previewing content on mobile
devices
4. Work faster and smarter by
previewing content on mobile
devices
5. Increase
engagement
with content
tailored to
specific
devices
6. Boost
context
by swapping
images for
different
device types
BEST VISITOR EXPERIENCE
Mobile Optimized
+ Personas
+ Personalized
Content
+Site Search
+ Blogs
________________
Best Resu...
CRM
MARKETING
AUTOMATION
SOCIAL
CONTENT MANAGEMENT
MARKETING OPTIMIZATION
E D I T I N G A N D
W O R K F L O W
E S Y N C
C ...
HOW TO GET STARTED
1.  Start with your strategy and prioritize
2.  Know your visitors (personas)
3.  Build out visitor jou...
Jonathan Wall
@jwall
jonathan.wall@ektron.com
James Williamson
jw@methodfacdtory.com
Steve Walter
steve.walter@methodfacto...
Wake Up Your Website - Ektron Breakfast Seminar
Wake Up Your Website - Ektron Breakfast Seminar
Wake Up Your Website - Ektron Breakfast Seminar
Wake Up Your Website - Ektron Breakfast Seminar
Wake Up Your Website - Ektron Breakfast Seminar
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Wake Up Your Website - Ektron Breakfast Seminar

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WHAT YOU WILL LEARN:
• Visitor, Site and Digital Marketing
Trends
• How to Wake Up Your Website
• Personas and Content Targeting
• Personas and Site Search in the Real
World
• 6 Ways to Get the Most Out of Mobile

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Wake Up Your Website - Ektron Breakfast Seminar

  1. 1. JONATHAN WALL Director, Product Marketing, Ektron JAMES WILLIAMSON Partner, MethodFactory STEVE WALTER Partner, MethodFactory
  2. 2. WHAT YOU WILL LEARN: •  Visitor, Site and Digital Marketing Trends •  How to Wake Up Your Website •  Personas and Content Targeting •  Personas and Site Search in the Real World •  6 Ways to Get the Most Out of Mobile
  3. 3. Trends VISITOR
  4. 4. 18% 39% 55% 69% 81% 79% 65+ 55-64 45-54 35-44 25-34 18-24 SMARTPHONE OWNERSHIP BY AGE 80% of adults under the age of 34 have a smartphone
  5. 5. MOBILE DATA USAGE 201763% desktop 37% mobile 2 0 1 2 TIME SPENT ONLINE
  6. 6. 67 percent of the buyer’s journey is digital
  7. 7. Your visitors are bombarded by 100’s of digital messages each day
  8. 8. One every 5 minutes Business email, 101 Personal email, 54 Texts, 30 Sites visited, 10 Searches conducted, 5 Facebook posts, 1.2 Your visitors have one digital interaction EVERY 5 MINUTES
  9. 9. The only way to cut through the clutter is TO CONNECT with visitors on a personal level
  10. 10. DIGITAL MARKETING & WEBSITE TRENDS
  11. 11. •  52% of organizations have a blog •  ~30% of blogs are active
  12. 12. 25% 26% 33% 40% 50% 57% 0% 20% 40% 60% Website integration Develop an influencer relations or ambassador program Provide direct customer support through social channels Listen/learn from customers Develop ongoing dialog and engagement with customers Content Marketing IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE? Content Marketing is the top go to market priority in 2013
  13. 13. WHAT PERCENTAGE OF MARKETING BUDGET IS ALLOCATED TO CONTENT MARKETING? 2.90% 13.30% 20% 15.20% 8.70% 6.40% 3.90% 4% 3.70% 1.50% 0.60% 0 10 20 30 40 50 60 70 80 90 100 Organizations are spending between 20-30% of budget on Content Marketing B2b Content Marketing Trends 2013 Percentage of budget
  14. 14. 50% 32% 16.80% 1.40% Increases Increases slightly Stays flat Decreases 82% of organizations are INCREASING their content production HOW IS CONTENT PRODUCTION ACTIVITY CHANGING IN THE NEXT 12 MONTHS? B2b Content Marketing Trends 2013
  15. 15. INTEGRATION WITH MARKETING AUTOMATION 39% 15.1% 26% 28% 36.1% 36.7% We don't use marketing automation We sporadically use content for marketing automation campaigns We use marketing automation to engage with customers We actively create content to feed automated campaigns We use marketing automation to nurture leads We use marketing automation to generate leads Adoption and use of Marketing Automation is on the rise B2b Content Marketing Trends 2013
  16. 16. Site search helps your visitors accomplish their goals, and helps you DRIVE THEM through your desired journey SEARCH 343% longer 97% BOUNCE RATE VISIT DURATION 209% PAGE VIEWS
  17. 17. WHAT ARE THE BENEFITS OF USING DATA IN MAKING DECISIONS? 45% of marketers note that DATA is the most underutilized asset in marketing31% 43% 44% 49% 58% Faster decision Identified a new opportunity, new competitive advantage More efficient use of resources, reduced cost Better business results (revenue, profit, etc) More accurate decisions
  18. 18. Inbound •  Blogs •  SEO Content Targeting & Personas Mobile Site search
  19. 19. THE INBOUND MARKETING RECIPE Ingredients •  Heaps of content •  Blogs & Infographics •  Ebooks and whitepapers •  Videos •  Webinars •  Social tools •  Search Engine Optimization •  Content Targeting •  Calls to Action •  Landing pages Steps 1.  Create buyer focused content 2.  Optimize to get found 3.  Amplify with social tools 4.  Analyze and iterate for the future
  20. 20. BLOGS
  21. 21. Easy, Actionable SEO
  22. 22. Search Visit 1 •  Your site •  Video THE VISITOR JOURNEY WHAT THEY DO ANONYMOUS VISITOR CUSTOMER SYSTEMS Visit 2 •  Consume Tweet •  Read blog Visit 3 Download premium content KNOWN VISITOR or
  23. 23. FOCUS ON THE VISITOR JOURNEY Not your process Content Marketing Drives Engagement
  24. 24. PERSONA Noun – a representation of a segment of customers
  25. 25. PERSONA MANAGEMENT
  26. 26. CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
  27. 27. TARGET THAT CONTENT Content targeting Desired business results
  28. 28. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor
  29. 29. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Conversion Visitor
  30. 30. DOES THIS LOOK FAMILIAR? CMS CRM Marketing Automation Analytics ERP Enterprise Repositories
  31. 31. HOW TO GET THERE Connected systems that work together M o v i n g d a t a b i - d i r e c t i o n a l l y w h e n n e e d e d Unified view of your customer
  32. 32. WAYS TO TARGET CONTENT Anonymous Visitors •  Geo-location •  Search term •  Industry •  Company •  Device type Known Visitors •  Geolocation •  Search terms •  Industry •  Company •  Title •  Role •  Customer status •  Social graph •  Behavioral attributes Personas
  33. 33. Must Have Attributes •  Is a customer •  With X products •  In Canada Nice to have •  Responded to upgrade campaign Must Have Attributes •  Is a prospect •  In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Target content “Getting the most out of your CMS” eBook PERSONA MANAGEMENT
  34. 34. PERSONAS & SITE SEARCH IN THE REAL WORLD James Williamson Steve Walter
  35. 35. PERSONA MANAGEMENT Persona Management is not new -  Catalogers have been doing it for half a century -  Customer segmentation -  Targeted copywriting & imagery -  ROI / conversion tracking -  Multivariate testing
  36. 36. SOME B2C RETAIL PERSONAS Personas are useful in B2C settings, to connect with your audience Rawlings speaks to Coaches, Parents, and Players Durability Safety Status
  37. 37. SOME B2C RETAIL PERSONAS Coleman speaks to campers… They both need tents and grills… ,but they’re totally different audiences Personas are useful in B2C settings, to connect with your audience
  38. 38. METHODFACTORY’S PERSONAS   Marketer IT Person Persona Name  Sue  Joe Title Director, eCommerce Director, Applications Age  38  52 Gender  Female  Male Education  BS, MS  BS Personality Traits Hard-working, responsible, flexible, works within confines of large company Fast paced, decisive, independent, impatient Technical literacy Works from several mobile devices including her tablet. High level of knowledge about space related technology. Highly functioning computer VISITOR accessing the site on a desktop at work. Highly literate in his IT field. High-level goals - Understand feature sets of available Commerce systems - Get qualitative information what peers in her industry are doing - Minimize support costs for the selected Commerce system - Get SLA/guarantees for security, up-time, etc Specific tasks for this VISITOR - Review feature comparisons of Commerce systems - Download whitepapers on Commerce systems - Review Commerce case studies, focusing on peer industry - Review marketing & Commerce blog posts  - Review underlying technologies of Commerce systems -  Review SLAs and TCO of Commerce systems -  Review Commerce case studies -  Review IT & Commerce blog posts How does the VISITOR find the site? Search engine, Software partner links, social post links, blog posts Search engine, Software partner links, social post links, blog posts  What’s success look like? Demo inquiry, best practice consultation TCO calculation inquiry, security audit inquiry Personas work in B2B settings
  39. 39. METHODFACTORY’S PERSONA SLICES I’m a… from a… located in the... and I’m interested in… I ’ m S u e - a m a r k e t e r f r o m a m i d - s i z e d a s s o c i a t i o n l o c a t e d i n t h e S o u t h e a s t , a n d I ’ m i n t e r e s t e d i n c o m m e r c e .
  40. 40. HOW DO YOU GET THE PERSONA INFO? Interest •  R e f e r r i n g U R L ’ s •  G o o g l e A d w o r d s C a m p a i g n s •  S e a r c h S t r i n g I n d u s t r y , L o c a t i o n , S i z e •  I P L o o k u p •  D e m a n d B a s e •  H u b S p o t •  I n t e r n a l I D W o r k V i s i t o r T y p e •  T a r g e t e d a d s •  S e l f S e g m e n t a t i o n •  Q u i c k P o l l s •  P a g e V i e w S c o r i n g
  41. 41. PERSONA TEMPLATE – CONTENT TARGETING I n d u s t r y I n t e r e s t L o c a t i o n S i z e V i s i t o r T y p e V i s i t o r T y p e
  42. 42. PERSONA TEMPLATE – CONTENT TARGETING I ’ m S u e - a m a r k e t e r f r o m a m i d - s i z e d a s s o c i a t i o n l o c a t e d i n t h e S o u t h e a s t , a n d I ’ m i n t e r e s t e d i n c o m m e r c e . I n d u s t r y I n t e r e s t L o c a t i o n S i z e V i s i t o r T y p e V i s i t o r T y p e
  43. 43. PERSONA TEMPLATE – CONTENT TARGETING I ’ m J o e - a n I T p e r s o n f r o m a l a r g e c o n s u m e r g o o d s f i r m l o c a t e d i n C e n t r a l U S , a n d I ’ m i n t e r e s t e d i n c o m m e r c e . I n d u s t r y I n t e r e s t L o c a t i o n S i z e V i s i t o r T y p e V i s i t o r T y p e
  44. 44. VISITOR JOURNEY Persona profiling + Content targeting + Target VISITOR journey (path) + Defined (measureable) success target = Optimized dialogue with the site visitor. Action Desire Interest Attention
  45. 45. VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information Name Title Email Phone Visitor Type Interest Commerce Company National Association of Marketers Company Size $10-100M Industry Association Location Southeast US Commerce Landing Page Google – Commerce AdWords Campaign
  46. 46. VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information Name Title Email Phone Visitor Type Marketer Interest Commerce Company National Association of Marketers Company Size $10-100M Industry Association Location Southeast US Commerce Landing Page Google – Commerce AdWords Campaign Commerce Landing Page: Marketing copy Visitor Interest Poll Commerce blog posts
  47. 47. VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information Name Title Email Sue.smith@nam.org Phone Visitor Type Marketer Interest Commerce Company National Association of Marketers Company Size $10-100M Industry Association Location Southeast US Commerce Landing Page Google – Commerce AdWords Campaign Commerce Landing Page: Marketing copy Visitor Interest Poll Commerce blog posts Newsletter sign-up (Mini-win) Out
  48. 48. VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information Name Title Email Sue.smith@nam.org Phone Visitor Type Marketer Interest Commerce Company National Association of Marketers Company Size $10-100M Industry Association Location Southeast US Commerce Landing Page Google – Commerce AdWords Campaign Commerce Landing Page: Marketing copy Visitor Interest Poll Insite Software pages Commerce Server pages Commerce blog posts Newsletter sign-up (Mini-win) Out Newsletter link Commerce Landing Page: Marketing copy Commerce system comparison
  49. 49. VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information Name Sue Smith Title Director of Marketing Email Sue.smith@nam.org Phone 888-545-2000 Visitor Type Marketer Interest Commerce Company National Association of Marketers Company Size $10-100M Industry Association Location Southeast US Commerce Landing Page Google – Commerce AdWords Campaign Commerce Landing Page: Marketing copy Visitor Interest Poll Insite Software pages Commerce Server pages Commerce blog posts Newsletter sign-up (Mini-win) Out Newsletter link Commerce Landing Page: Marketing copy Commerce system comparison Commerce system demo request (Win)
  50. 50. SYSTEMS  –  WCM  
  51. 51. SYSTEMS – MARKETING AUTOMATION
  52. 52. SYSTEMS - CRM I ’ m S u e - a m a r k e t e r f r o m a m i d - s i z e d a s s o c i a t i o n l o c a t e d i n t h e S o u t h e a s t , a n d I ’ m i n t e r e s t e d i n c o m m e r c e .
  53. 53. ANALYTICS
  54. 54. WEB SEARCH – THE EARLY DAYS
  55. 55. WEB SEARCH - MODERN Or, what used to be modern
  56. 56. WEB SEARCH - MODERN
  57. 57. WEB SEARCH - MODERN T h e t i c k e t t o t h e d a n c e A u t o - c o m p l e t e S y n o n y m s M i s s p e l l i n g s S u g g e s t i o n s L a n d i n g p a g e s S o r t F i l t e r / f a c e t H i g h l i g h t i n g M o b i l e p r e s e n t a t i o n R e p o r t i n g
  58. 58. MOBILE SEARCH When we’re mobile -  @ home (84%) -  @ work (64%) -  Waiting in lines (74%) We tend to fill waiting moments with web activity -  Waiting in lines -  Elevator -  On-hold -  @ red lights Micro-sessions
  59. 59. MOBILE SEARCH Micro-sessions I ’ m g o i n g t o t h e s t o r e I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p Leave the office Red light Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light
  60. 60. Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light MOBILE SEARCH Micro-sessions Leave the office Red light Arrive @ store Elevator I ’ m g o i n g t o t h e s t o r e I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open
  61. 61. Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light MOBILE SEARCH Micro-sessions Leave the office Red light Arrive @ store Elevator Shopping Check out line I ’ m g o i n g t o t h e s t o r e I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open Read reviews Checkout comparison guide
  62. 62. Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light MOBILE SEARCH Micro-­‐sessions   Leave the office Red light Arrive @ store Elevator Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open Shopping Check out line Drive home Red light Read reviews Checkout comparison guide Short list product Add to cart I ’ m g o i n g t o t h e s t o r e I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p
  63. 63. Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light MOBILE SEARCH Micro-­‐sessions   Leave the office Red light Arrive @ store Elevator Shopping Check out line Drive home Red light At home Short list product Add to cart Complete purchase on home computer I ’ m g o i n g t o t h e s t o r e I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open Read reviews Checkout comparison guide
  64. 64. Site Search Reporting
  65. 65. THE IMPACT OF BAD SEARCH I n e e d a p a i r o f p a n t s … H e h ? Poor search relevance = poor conversion and high page exits
  66. 66. THE IMPACT OF BAD SEARCH I n e e d t o r e p l a c e m y l a p t o p … I ’ m o u t o f h e r e ! 12% of users will go to a competitor after an unsuccessful search
  67. 67. PRACTICAL SEARCH EXAMPLE
  68. 68. PRACTICAL SEARCH EXAMPLE
  69. 69. PRACTICAL SEARCH EXAMPLE
  70. 70. PRACTICAL SEARCH EXAMPLE
  71. 71. PRACTICAL SEARCH EXAMPLE
  72. 72. PRACTICAL SEARCH EXAMPLE
  73. 73. PRACTICAL SEARCH EXAMPLE
  74. 74. SITE SEARCH BEST PRACTICE Business •  Know thy self •  Business •  Offering •  Customers / personas •  Terms / language •  Write for search – relevant content •  Manage rank & relevancy of search results •  Implement dynamic refinement & sorting •  Personalize search results •  Collect & analyze search data, in the context of your customer’s search habits
  75. 75. SEARCH BEST PRACTICE Technical •  ‘Ticket to the dance’ features •  Auto-complete •  Synonyms, misspellings & suggestions •  Landing pages •  Sort •  Filter / facet •  Highlighting •  Mobile presentation •  Reporting •  Multiple content source indexing •  Relevance tuning (boost fields, phrases, queries, etc.) •  Optimize efficiency & speed Business •  Know thy self •  Business •  Offering •  Customers / personas •  Terms / language •  Write for search – relevant content •  Manage rank & relevancy of search results •  Implement dynamic refinement & sorting •  Personalize search results •  Collect & analyze search data, in the context of your customer’s search habits
  76. 76. 6 ways to CAPITALIZE on mobile
  77. 77. RESPONSIVE WEB DESIGN “A website that responds to the device that accesses it and delivers the appropriate output.”
  78. 78. RESPONSIVE VS. M.DOT VS. NATIVE APP Responsive Web M.dot Native App Easy to update content Accessible to all, no installation required No need to download new version to upgrade Content discoverable through search User experience similar on different mobile platforms Lower cost/time to develop Full website content providers Only need to update one site Offline use Uses device capabilities – camera, accelerometer http://gomobile.tamu.edu/Texas_A_M_Mobile_Strategy/index.php
  79. 79. 1. Use Responsive Web Design
  80. 80. BENEFITS OF RESPONSIVE DESIGN 1.  Improved SEO 2.  Increased Productivity 3.  Time to work on strategy not devices
  81. 81. FUTURE PROOFFUTURE PROOF
  82. 82. http://www.ektron.com/Case-Studies/Education/Hendrix-College/ Visit duration Mobile traffic Bounce rate 1/3 20% 150%
  83. 83. 2. Define the mobile experience by easily setting breakpoints
  84. 84. 3. Upload 1 image and automatically resize for breakpoints 5 MB 480 px 768 px 940 px 1210 px
  85. 85. 4. Work faster and smarter by previewing content on mobile devices
  86. 86. 4. Work faster and smarter by previewing content on mobile devices
  87. 87. 5. Increase engagement with content tailored to specific devices
  88. 88. 6. Boost context by swapping images for different device types
  89. 89. BEST VISITOR EXPERIENCE Mobile Optimized + Personas + Personalized Content +Site Search + Blogs ________________ Best Results and Most Relevant Experience
  90. 90. CRM MARKETING AUTOMATION SOCIAL CONTENT MANAGEMENT MARKETING OPTIMIZATION E D I T I N G A N D W O R K F L O W E S Y N C C L O U D M A N A G E R M O B I L E V I S U A L P A G E L A Y O U T S I T E C R E A T I O N A N D M G M T S I T E S E A R C H C O N T E N T T A R G E T I N G S E O M V T E S T I N G E C O M M E R C E B L O G S & C O M M U N I T I E S S O C I A L P U B L I S H I N G P E R S O N A M G M T WEB ANALYTICS SHAREPOINT VIDEO DIGITAL EXPERIENCE MANAGEMENT PLATFORM
  91. 91. HOW TO GET STARTED 1.  Start with your strategy and prioritize 2.  Know your visitors (personas) 3.  Build out visitor journeys 4.  Identify success factors and what/ how to measure 5.  Start small 6.  Analyze, iterate, optimize
  92. 92. Jonathan Wall @jwall jonathan.wall@ektron.com James Williamson jw@methodfacdtory.com Steve Walter steve.walter@methodfactory.com @MethodFactory

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