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© Morag Johnston : Effective by Design
THE SHOCK AND AWE
OF INCREMENTAL WEBSITE
IMPROVEMENTS
Toronto Symphony Orchestra Ca...
© Morag Johnston : Effective by Design
Agenda
1. Intro
2. About the TSO
3. ‘Digital First’ culture change
4. TSO.ca case s...
© Morag Johnston : Effective by Design
“The TSO is implementing a
‘Digital First’ marketing strategy,
and we’d like your h...
© Morag Johnston : Effective by Design
* Credit: www.theoatmeal.com/comics/design_hell
It’ll be INCREDIBLE!
It’ll soar lik...
© Morag Johnston : Effective by Design
2013 design for the home page
© Morag Johnston : Effective by Design
Tessitura TNEW had been implemented for eCommerce
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
Since July 2015
1. Small changes to the existing site
2. Responsive visual redesign...
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
online sales as a percent of total ticket sales
July,
2015
Oct,
2016
January,
2017
...
© Morag Johnston : Effective by Design
CONTEXT
TSO Case Study
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
“DIGITAL FIRST”
CULTURE CHANGE
in theory
© Morag Johnston : Effective by Design
Digital First
Marketing Benefits
• Fast, qualified reach
• Audience segmentation
• ...
© Morag Johnston : Effective by Design
What happens IRL
• Audience expectations are always changing, so the digital
offeri...
© Morag Johnston : Effective by Design
“The reason strategy execution is often glossed over by
even the most astute strate...
© Morag Johnston : Effective by Design
TRUST = INFLUENCE
TSO.ca Case Study
© Morag Johnston : Effective by Design
Six Principles
1. Reciprocity
2. Commitment and consistency
3. Social proof
4. Auth...
© Morag Johnston : Effective by Design
Helping people be right is more productive
than proving them wrong.
© Morag Johnston : Effective by Design
23%
bounce
rate

18%
bounce
rate
© Morag Johnston : Effective by Design
Checkout
as Guest
Register

© Morag Johnston : Effective by Design
Checkout
as Guest
Register

© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
THE LONG GAME
TSO.ca Case Study
© Morag Johnston : Effective by Design
Launch.
© Morag Johnston : Effective by Design

47%
did not
exit
52%
did not
exit
© Morag Johnston : Effective by Design

28%
bounce
rate
18%
bounce
rate
© Morag Johnston : Effective by Design
Credit: Demetri Martin
© Morag Johnston : Effective by Design
JUST KEEP SWIMMING
TSO.ca Case Study
© Morag Johnston : Effective by Design
28%
bounce
rate

23%
bounce
rate
© Morag Johnston : Effective by Design
40%

20%
February, 2016
June, 2016
January, 2017
Pogo-ing from Home to Concerts to...
© Morag Johnston : Effective by Design
DAY-TO-DAY
TSO.ca Case Study
© Morag Johnston : Effective by Design
“How is this reflected in the analytics?”
“What’s your goal? How will you know if y...
© Morag Johnston : Effective by Design
HITTING STRIDE
TSO.ca Case Study
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
Let’s work it out. I’ll grab
everyone and we can talk
in the meeting room.
So… the ...
© Morag Johnston : Effective by Design
“We need better, actionable metrics.”
© Morag Johnston : Effective by Design
TAKEAWAYS
© Morag Johnston : Effective by Design
Leaders who lead
organizational change,
at any level, are
implicitly dealing with t...
© Morag Johnston : Effective by Design
TakeAways
1. Know the business context.
2. Build trust with the team.
3. Pick your ...
© Morag Johnston : Effective by Design
Thank-you
@moragj
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The Shock and Awe of Incremental Website Changes - TSO Case Study

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The Toronto Symphony Orchestra's ambitious Digital First marketing strategy has resulted in Digital sales growing from 16% to 76% of the total, and played a role in 44 sold out performances in the 2015/16 season.

When Morag started consulting with the TSO in 2015, her challenge was to work hand-in-hand with Marketing leadership to develop targeted customer-centric practices on a small budget, while personally adapting to the not for profit, symphonic culture. (Who knew that viola jokes are a thing?)

This session will cover building trust with clients, making measurable improvements on a tight budget, and finding opportunities in day to day problem solving to nurture a self-sustaining, user-centered culture.

Published in: Marketing
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The Shock and Awe of Incremental Website Changes - TSO Case Study

  1. 1. © Morag Johnston : Effective by Design THE SHOCK AND AWE OF INCREMENTAL WEBSITE IMPROVEMENTS Toronto Symphony Orchestra Case Study
  2. 2. © Morag Johnston : Effective by Design Agenda 1. Intro 2. About the TSO 3. ‘Digital First’ culture change 4. TSO.ca case study 5. Take homes
  3. 3. © Morag Johnston : Effective by Design “The TSO is implementing a ‘Digital First’ marketing strategy, and we’d like your help.”
  4. 4. © Morag Johnston : Effective by Design * Credit: www.theoatmeal.com/comics/design_hell It’ll be INCREDIBLE! It’ll soar like an eagle in outer space!* At launch!
  5. 5. © Morag Johnston : Effective by Design 2013 design for the home page
  6. 6. © Morag Johnston : Effective by Design Tessitura TNEW had been implemented for eCommerce
  7. 7. © Morag Johnston : Effective by Design
  8. 8. © Morag Johnston : Effective by Design Since July 2015 1. Small changes to the existing site 2. Responsive visual redesign 3. Added “Live Chat” 4. Tweaked some pages 5. Canada 150 microsite 6. New people
  9. 9. © Morag Johnston : Effective by Design
  10. 10. © Morag Johnston : Effective by Design online sales as a percent of total ticket sales July, 2015 Oct, 2016 January, 2017 15%  60%  76%
  11. 11. © Morag Johnston : Effective by Design CONTEXT TSO Case Study
  12. 12. © Morag Johnston : Effective by Design
  13. 13. © Morag Johnston : Effective by Design
  14. 14. © Morag Johnston : Effective by Design
  15. 15. © Morag Johnston : Effective by Design
  16. 16. © Morag Johnston : Effective by Design “DIGITAL FIRST” CULTURE CHANGE in theory
  17. 17. © Morag Johnston : Effective by Design Digital First Marketing Benefits • Fast, qualified reach • Audience segmentation • Cost efficient • High frequency ad exposure • Reduced transaction friction Team Goals • Move fast • Cost-effective • Act on data • Inter-team relationships • Closer to Customers Benn Weiss and Max Kalehoff, “Why your marketing strategy should lead with digital”. http://socialcode.com/thought-leadership/blog/digital-first-marketing/
  18. 18. © Morag Johnston : Effective by Design What happens IRL • Audience expectations are always changing, so the digital offering must continue to change • All staff are now on the digital team • Technology is probably the least of your worries The gap between knowing and doing is revealed.
  19. 19. © Morag Johnston : Effective by Design “The reason strategy execution is often glossed over by even the most astute strategy consultants is because primarily it’s not a strategy challenge. It’s a human behavior one.” ~ Peter Bregman, “Execution Is a People Problem, Not a Strategy Problem” in HBR Jan 04, 2017
  20. 20. © Morag Johnston : Effective by Design TRUST = INFLUENCE TSO.ca Case Study
  21. 21. © Morag Johnston : Effective by Design Six Principles 1. Reciprocity 2. Commitment and consistency 3. Social proof 4. Authority 5. Liking 6. Scarcity
  22. 22. © Morag Johnston : Effective by Design Helping people be right is more productive than proving them wrong.
  23. 23. © Morag Johnston : Effective by Design 23% bounce rate  18% bounce rate
  24. 24. © Morag Johnston : Effective by Design Checkout as Guest Register 
  25. 25. © Morag Johnston : Effective by Design Checkout as Guest Register 
  26. 26. © Morag Johnston : Effective by Design
  27. 27. © Morag Johnston : Effective by Design THE LONG GAME TSO.ca Case Study
  28. 28. © Morag Johnston : Effective by Design Launch.
  29. 29. © Morag Johnston : Effective by Design  47% did not exit 52% did not exit
  30. 30. © Morag Johnston : Effective by Design  28% bounce rate 18% bounce rate
  31. 31. © Morag Johnston : Effective by Design Credit: Demetri Martin
  32. 32. © Morag Johnston : Effective by Design JUST KEEP SWIMMING TSO.ca Case Study
  33. 33. © Morag Johnston : Effective by Design 28% bounce rate  23% bounce rate
  34. 34. © Morag Johnston : Effective by Design 40%  20% February, 2016 June, 2016 January, 2017 Pogo-ing from Home to Concerts to Home  5%
  35. 35. © Morag Johnston : Effective by Design DAY-TO-DAY TSO.ca Case Study
  36. 36. © Morag Johnston : Effective by Design “How is this reflected in the analytics?” “What’s your goal? How will you know if you’ve reached it?” “What do we know from our audience research?” “What have we heard from Patron Services”
  37. 37. © Morag Johnston : Effective by Design HITTING STRIDE TSO.ca Case Study
  38. 38. © Morag Johnston : Effective by Design
  39. 39. © Morag Johnston : Effective by Design
  40. 40. © Morag Johnston : Effective by Design Let’s work it out. I’ll grab everyone and we can talk in the meeting room. So… the navigation concept (that we spent 6 weeks on) won’t work. What if we do this… or this… how would that flow work? Let’s test it.
  41. 41. © Morag Johnston : Effective by Design “We need better, actionable metrics.”
  42. 42. © Morag Johnston : Effective by Design TAKEAWAYS
  43. 43. © Morag Johnston : Effective by Design Leaders who lead organizational change, at any level, are implicitly dealing with the act of changing themselves. ~ Dr. John Maeda
  44. 44. © Morag Johnston : Effective by Design TakeAways 1. Know the business context. 2. Build trust with the team. 3. Pick your battles. Remember the long game. 4. Drive incremental action based on data. 5. Reinforce day-to-day customer-centric decision making. 6. Get out of the way.
  45. 45. © Morag Johnston : Effective by Design Thank-you @moragj

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