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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
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
Sitecore. Compelling Web Experiences




        Channels are silo’d
                                                          Prospect




              Web Sites                Social Media                        Email   Mobile




        Page 4                                 www.sitecore.net/Training
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
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
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
Sitecore. Compelling Web Experiences




                                       Facts




        Page 8                                 www.sitecore.net/Training
Sitecore. Compelling Web Experiences




        Average Conversion rate, week 17-2011




                      2,20%
                                                                   Source: Fireclick Index

        Page 9                         www.sitecore.net/Training
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
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
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
Sitecore. Compelling Web Experiences




        Websites anno 2011




        Page 13                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences




        ”Splinternet”




                          Pull/Push dialogue based on behavior across channels




        Page 14                              www.sitecore.net/Training
                                                www.sitecore.net
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
Sitecore. Compelling Web Experiences




        One company’s website launch
    • Sitebrand website launch: CMS was merely 1 of 8 tools

                                        SEO                               Analytics
Personalization



                                                          Analytics
       Content management


                                                  Lead scoring and
 Email marketing                                  nurturing
                                       CRM




        Page 16                               www.sitecore.net/Training
Sitecore Customer Engagement Platform




                     www.sitecore.net
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
Sitecore. Compelling Web Experiences




                                       Measure the value of the channels




        Page 19                                www.sitecore.net/Training
Sitecore. Compelling Web Experiences




        Which channels are most effective?




        Page 20                        www.sitecore.net/Training
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
Sitecore. Compelling Web Experiences




        Customer Behavior




        Page 22                        www.sitecore.net/Training
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
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
Sitecore. Compelling Web Experiences




        Engagement from 100 BC to 2011




        Page 25                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences




                                       How can Engagement make a difference




        Page 26                               www.sitecore.net/Training
Sitecore. Compelling Web Experiences




        Web Engagement Management…




        Page 27                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences




                                       Behavioral targeting




        Page 28                                www.sitecore.net/Training
Sitecore. Compelling Web Experiences




        Page 29                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences




                                       Intent         Keywords              Location




        Page 30                                 www.sitecore.net/Training
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
              •   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
Sitecore. Compelling Web Experiences




        Visitor from Search




        Page 35                        www.sitecore.net/Training
Sitecore. Compelling Web Experiences




        Customer Behavior




        Page 36                        www.sitecore.net/Training
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
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. 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.
  • 3. 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
  • 4. Sitecore. Compelling Web Experiences Channels are silo’d Prospect Web Sites Social Media Email Mobile Page 4 www.sitecore.net/Training
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Sitecore. Compelling Web Experiences Facts Page 8 www.sitecore.net/Training
  • 9. Sitecore. Compelling Web Experiences Average Conversion rate, week 17-2011 2,20% Source: Fireclick Index Page 9 www.sitecore.net/Training
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. Sitecore. Compelling Web Experiences Websites anno 2011 Page 13 www.sitecore.net/Training
  • 14. Sitecore. Compelling Web Experiences ”Splinternet” Pull/Push dialogue based on behavior across channels Page 14 www.sitecore.net/Training www.sitecore.net
  • 15. 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
  • 16. Sitecore. Compelling Web Experiences One company’s website launch • Sitebrand website launch: CMS was merely 1 of 8 tools SEO Analytics Personalization Analytics Content management Lead scoring and Email marketing nurturing CRM Page 16 www.sitecore.net/Training
  • 17. Sitecore Customer Engagement Platform www.sitecore.net
  • 18. 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
  • 19. Sitecore. Compelling Web Experiences Measure the value of the channels Page 19 www.sitecore.net/Training
  • 20. Sitecore. Compelling Web Experiences Which channels are most effective? Page 20 www.sitecore.net/Training
  • 21. 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
  • 22. Sitecore. Compelling Web Experiences Customer Behavior Page 22 www.sitecore.net/Training
  • 23. 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
  • 24. 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
  • 25. Sitecore. Compelling Web Experiences Engagement from 100 BC to 2011 Page 25 www.sitecore.net/Training
  • 26. Sitecore. Compelling Web Experiences How can Engagement make a difference Page 26 www.sitecore.net/Training
  • 27. Sitecore. Compelling Web Experiences Web Engagement Management… Page 27 www.sitecore.net/Training
  • 28. Sitecore. Compelling Web Experiences Behavioral targeting Page 28 www.sitecore.net/Training
  • 29. Sitecore. Compelling Web Experiences Page 29 www.sitecore.net/Training
  • 30. Sitecore. Compelling Web Experiences Intent Keywords Location Page 30 www.sitecore.net/Training
  • 31. Sitecore. Compelling Web Experiences Page 31 www.sitecore.net/Training
  • 32. Sitecore. Compelling Web Experiences Page 32 www.sitecore.net/Training
  • 33. Sitecore. Compelling Web Experiences Page 33 www.sitecore.net/Training
  • 34. 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
  • 35. Sitecore. Compelling Web Experiences Visitor from Search Page 35 www.sitecore.net/Training
  • 36. Sitecore. Compelling Web Experiences Customer Behavior Page 36 www.sitecore.net/Training
  • 37. 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