How to use undeclared data in the Customer Journey
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An overview for the Sitecore Summerschool on why visitors leave and how to reduce form abandonment.
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How to use undeclared data in the Customer Journey
- 2. About 80+ webinars to inspire your digital marketing
- 3. Housekeeping • The webinar recording will be available on www.sitecoresummerschool.com within the next 24 hours • Submit your questions in the chat box, and we’ll attempt to answer them during the Q&A at the end of the presentation • Tweet us using the hashtag #xxxxxxxxxxx (TBD) to share your thoughts on today’s presentation!
- 4. GENERATE MORE HIGH QUALITY LEADS BY USING - UNDECLARED DATE AND - REDUCING FORM ABANDONMENT MikaëlVandeskelde, Business consultant Sidewalk
- 5. â
- 6. GENERATE MORE HIGH QUALITY LEADS BY USING - UNDECLARED DATA AND - REDUCING FORM ABANDONMENT
- 7. * WHY DO VISITORS LEAVE * REDUCE FORM ABANDONMENT * FORM DROP-OUT TRACKING
- 8. * (UN)DECLARED DATA * CONTEXTUAL LEAD FOLLOW-UP
- 9. WHY DO VISITORS LEAVE ? HOW REDUCE FORM ABANDONMENT ?
- 17. FORM DROPOUT TRACKING TRACK ALL THE INFORMATION ENTERED IN THE FORM INSIGHTS
- 20. FORM DROPOUT TRACKING ENRICH CONTACT DATA LIST MANAGER – E-mail PERSONALIZATION CRM – personal follow-up
- 21. VISITOR TRACKING
- 22. DEVICE LOCATION PERSONAL INFORMATION (CRM / FORMS)
- 23. GOALS / OUTCOMES / CAMPAIGNS BEST PATTERN MATCH SURF PATH
- 24. (UN)DECLARED DATA & LEAD FOLLOW-UP
- 25. DECLARED DATA – form, search, download whitepaper, ... UNDECLARED DATA – surf path, location, device, IP address, engagement score, best pattern match, campaigns, goals, ...
- 26. LEAD FLOW Browse website Submit form Database Follow-up
- 27. Sales rep / customer support / after sales receives First name Last name Phone number E-mail address Open text field CONTEXTUAL INFORMATION NOT AVAILABLE
- 28. First name Last name Phone number E-mail address Open text field CONTEXTUAL INFORMATION AVAILABLE Sales rep / customer support / after sales receives the information Engagement value: how hot is the lead? Best pattern match: in which segment? Location: where is he coming from?
- 29. ENGAGEMENT VALUE QUALIFY INCOMING LEADS HOT > + 100 POINTS > CONTACT WITHIN 24 HOURS BY PHONE WARM > 51 – 100 POINTS > CONTACT WITHIN 48 HOURS BY PHONE COLD > 1 – 50 POINTS > SEND E-MAIL WITHIN 72 HOURS
- 30. BEST PATTERN MATCH ANTICIPATE CUSTOMER NEEDS AND DESIRES VERTICAL: AUTOMOTIVE BRAND VOLKSWAGEN REQUEST FOR INFORMATION: GOLF > declared information SEND BROCHURE
- 31. BEST PATTERN MATCH ANTICIPATE CUSTOMER NEEDS AND DESIRES VERTICAL: AUTOMOTIVE BRAND VOLKSWAGEN REQUEST FOR INFORMATION: GOLF PATTERN MATCH: SAFETY / COMFORT > undeclared information SEND PERSONALIZED BROCHURE THAT PUTS THESE FEATURES IN THE SPOTLIGHT
- 32. LOCATION ANTICIPATE CUSTOMER NEEDS AND DESIRES SITUATION: WEBSHOP OWNER ACTIVE IN BELGIUM REQUEST FOR INFORMATION: PRODUCT X LOCATION USER: LYON, FRANCE ANSWER QUERY + “Did you know that we also ship to France + shipping details”
- 33. ANTICIPATE NEEDS AND DESIRES FEELING: “They know and understand me” CUSTOMER EXPERIENCE – AMAZE / DELIGHT / SATISFY BETTER RESULTS
- 34. KEY TAKE-AWAYS
- 35. SPEND TIME AND ANALYZE YOUR FORMS TRACK VISITOR JOURNEY ADD UNDECLARED DATA TO YOUR LEAD FLOW GENERATE MORE HIGH QUALITY LEADS
- 36. QUESTIONS
- 37. CONTACT Business consultant Mikaël Vandeskelde Mikael.vandeskelde@sidewalk.be @Mikael_vds Connect with me on www.sidewalk.be
- 38. THANK YOU
- 39. Sign up for 80+ webinars to inspire your digital marketing! www.sitecoresummerschool.com
Editor's Notes
- Sitecore Summer School will span a number of roles, not just IT and marketing while addressing 12 “subjects” from Context Marketing to Mobile Experience, Personalization and The Art of the Possible and everything in between to ensure you have all you need to ace customer experience. With more than 80 sessions available live and on-demand during July and August, Sitecore Summer School will enable you to rethink your digital marketing strategy and lead transformation and disruption in your organizations. Sessions from digital marketing leaders like Forrester Research, Vanson Bourne and Avanade will give you the answers when you need to demand more from your current strategy.
- I’m <your name>, <your role> for Sitecore <your region> and I’ll be moderating today’s webinar. Just to make you all aware, today’s webinar is being recorded and will be available on www.sitecoresummerschool within the next 24 hours. <presenter name> will be taking questions for about 5 to 10 minutes at the end of his presentation so please feel free to post any questions you have in the chat box on the left of your screen.
- And now I’d like to introduce today’s speaker. Today we’re joined live by <presenter name>, <presenter job title> at <presenter company>. <presenter bio> Now over to you, <presenter name>.
- Personal introduction Mikaël
- Reason why visitors drop out Tips and tricks to reduce form abandonment Sitecore feature: How it’s working What is actually does Advantages for a marketer How you can take this feature to the next level
- Difference declared and undeclared data Zoom in the lead follow-up flow process Examples
- People fill out forms to achieve an outcome. The motivation to achieve this outcome is one of the most important factors impacting your form conversion rate. At the same time it’s also one of the most difficult factors to influence as the ‘outcome’ is often your product or service. Motivation can be influenced by better communicating the benefits users receice from completing it Using call to actions that imply value
- The second most imortant factor impacting form conversion is wheter or not users have the ability to complete your forms. Think about it ... There are many factors that are often overlooked. For example: Can colour-blind users easily use your form? What about people using a mobile device outdoors in bright light? That’s why it’s important to invest in UX and UI: Make sure the form works on all devices and browsers Use large fonts sizes Is easily understandable without the user of colour Is easily readable in low light (night time) and in bright light (outdoors)
- Peace of mind is the next factor. What do we mean with this? Anything that creates anxiety or a disconnect between the user’s expectations and reality. It’s important that visitors trust your organization, products and services. By using social proof and trust signals your making your users feel safe. This feeling can be achieved by adding: Testimonials Client list Contact information Your form is hosted on a website that appears trustworthy ...
- As a general rule of thumb, the easier your forms are to use the higher your conversion rate will be. Eliminating unnecessary questions is a good starting point howerer there’s more you can do: By using conditional logic you can reduce the number of questions asked Use smart defaults, such as using the user’s IP address to suggest his/her country (travel agency website – determine departure airport) Browser auto-fill Ask questions that are clear and do not use industry specific jargon
- The last factor is engagement. Let’s face it .. Nobody really likes to fill out a form. When people give you their personal information they’re making a trade-off. They believe that the outcome of your form is worth the effort of using it. By improving the outcome or reducing the effort required to complete the form you can and will boost your fill-in rate. That’s why you should make your form engaging. One way to do this is to make your form ‘feel’ less like a form and more like a a tool or quiz.
- Here you see a recap of all the previous slides. As a marketer it’s important to invest enough time and attention to the quality of your forms. It’s not easy to get it right. Optimizing a form is challenging and complex. That’s why I encourage all of you to start AB testing. Find out what works best for your lead generation campaigns. Next to AB testing, the Sitecore Experience platform also offers an out of the box feature that allows marketers to learn more about the way users are interacting with their forms.
- What does it do? Tracks all the information entered in the form. The values entered in the Password, Password confirmation, and Credit card fields are not tracked. This feature generates significant amounts of data. By analyzing the data you can generate insights which you can then use to optimize your form. It allows you to make data-driven decisions. For example: if you see a high number of users dropping out dropping out on a specific field, you might want to review the validations rules. Maybe they’re too strict or not in line with the user’s expectations.
- How can you take this feature to the next level? By default the form dropout data is not automatically linked to a visitor profile. Adding this information to the profile of the user requires custom development from your Sitecore partner but is definitely worth the effort and here’s why. By adding this information to the profile of the users you’re enriching the Experience database with valuable information which you can then use to: Create lists: you could interact with form abandoners by sending them an e-mail and draw them back to your website. Personalization: when users come back to your website you could start personalizing objects by changing copy, maybe hiding objects or adding a special promotion for this specific segment you want to target Or there’s also a feature that allows you to auto push this information to your CRM system. The members of the contact center or members of the sales team are then able to personally follow-up on them. Users who dropped out are valuable to your organization. The fact that they were on your website is already an indication of engagement or buying propensity. This group of users were considering to leave their personal information and making the trade-off. By using the data you can optimize the form. By linking the form drop-out data to the user’s profile you can take it to the next level and start interacting with the user. In the next slides I’ll take a deep dive in the other types of other information that are tracked by the Sitecore experience platform.
- Sitecore is tracking a lot of information and events. When configured correctly you have a clear view on the personal visitors characteristics The type of user he is In which phase of the buying cycle he is ... You know which device a user uses and where he is while interacting with you. At the same time personal information can be added to the profile. There are 2 ways to get this information: Either by establishing a connection to the CRM system Personal information that is entered in a form The most powerful combination is to have both the CRM database and the form data working together.
- Next to that you can in Sitecore register goals or outcomes. At the same time all marketing campaigns can be tracked wheter it’s online or offline. By adding profiles to content on your website, your able to match your visitors to certain predefined categories. The surf path a user follows while navigating the website is automatically tracked. Nowadays the Sitecore Federated Experience Manager application even allows marketers to track behavior on websites that are not build with Sitecore. All this profile information is centrally stored in the Experience database and allows you to have one single view of the customer.
- This brings me to the final part of my presentation where I’ll start by explaining the difference between declared and undeclared data. Next to that I’ll explain how undeclared data can be used to make the lead follow-up process more intelligent and personalized.
- First things first... Declared data is data that users have explicitely provided to your organization. On the other hand there’s undeclared data which is data that is not explicitely entered by the user. Instead it’s captured or derived by a tracking tool like Sitecore, Google Analytics, Omniture, ... Most organizations only use declared data during the lead follow-up process. That’s in my opinion a missed opportunity.
- On this slide you see the Reflection of a classic lead follow-up funnel.
- All the information, the declared data, that is captured via the form is made available for follow-up. In the current scenario the sales rep has limited information available. No contextual information has been added.
- By adding undeclared data to the data entered in the form, the sales rep receives more details and information. The engagement value tells you more about the temperature of the lead. The pattern match allows you to know in which segment the user is By adding the location you know where he is when submitting the form Adding contextual information will allow your organization to better meet the user’s expecations and meet their needs and desires. The user experience will be enhanced. To make all of this more tangible I came up with a few examples.
- The engagement value allows you to quality incoming leads. How does it work? You attribute points to certain actions/events on your website. For example: visitors comes back to your website the same day = 5 points Visitor visits the contact page = 10 points Visitor downloads a whitepaper = 25 points ... By adding the sum of the engagement value to the lead export you could make a distinction between the required lead-follow speed. As a general rule of thumb the higher the engagement value, the faster you should organize the follow-up.
- Subtle way of personalization Amaze the recipient Convince the recipient with copy that fits his want and needs...
- Subtle way of personalization Amaze the recipient Convince the recipient with copy that fits his want and needs...