seven habits of highly effective web...

Sitecore. Compelling Web Experiences

www.sitecore.net

Seven Habits of Highly Effective

Web Sites

Greg Baxter, Product Evangelist

[email protected]

Suzy McKee, Senior Product Marketing Manager

[email protected]

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Welcome to today’s webinar


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Featured Presenters

Suzy Mckee

Sr. Product Marketing Manager, Sitecore Corporation

Responsible for go-to-market product and marketing strategies for

Sitecore

20 years of marketing and marketing consulting experience

Previous marketing positions at Marketo (marketing automation) and Lyris

(email service provider)

Greg Baxter

Product Evangelist, Sitecore Australia

Extensive knowledge of Web content management & web strategy

15 years of working with national and international brands: including

Billabong, ENERGEX, Roche, and Australia Federal Police


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You will take away

Understanding of the 7 Habits

Clarity about how to

determine where your team

should focus

Learn how to put the habits

into practice

Real-world examples of

companies „living the habits‟

on their web sites today

Mazda Australia

Manchester City

Blackmores

Liberal Party of

Australia

Learn2Grow

The Nest

Dollar Rent-a-Car


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Sitecore

Leading provider of enterprise-class .NET web content management and portal

software for mid-to-large organisations

Presence

Brisbane, Sydney, Melbourne, Tokyo, San Francisco, Boston, Copenhagen, London, Munich

and Amsterdam

Stability

Profitable since inception in 1999, same owners, same vision and same technology (.NET)

Customers

Over 25,000 web sites in 50 countries

Recognized

Gartner Cool Vendor 2008 Content Management

Gartner Magic Quadrant, 2009 – leading visionary quadrant with “most complete vision “

Gartner Magic Quadrant 2010 – only .Net application in “Leaders Quadrant”

Supported

Full Sitecore team in Australia, including local tech support

Over 300 Sitecore Certified Partners worldwide, with over 50 in Australia


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Over 2,000 Customers Rely on Sitecore

http://www.mccormick.com/


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Introduction to the 7 Habits

Steven Covey‟s book, “The 7 Habits of Highly Effective

People” (Simon & Schuster, 1989)

Apply the same rules to your web site

Your web site is a mechanism to build and grow an

online relationship with your audience


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The Value Gap

If you had a resource that could… Increase customer retention

Increase qualified leads

Create more loyal and repeat customers

Lower customer support costs

Would you make use of it?


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Most Web Sites are Untapped Resources

Many organizations fail to harness the potential of customer

facing sites to: Improve customer retention/relationships

Test marketing effectiveness

Increase lead generation

Generate customer self service

Due to consumerism elsewhere, customer expectations

continue to rise


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Habit #1 Your Customers Are in Charge

Listen and respond to your customers‟ needs

Learn how to listen

Optimize for what your customer wants to do

Analytics only tell part of the story

Engage focus groups, surveys and your online user community

The customer is always right

Become adaptive - Learn and evolve

CMS to the rescue

Prioritize high value content (that user behavior shows you)

Why it matters

By creating a customer centric website:

More loyal customers (goodwill)

More repeat customers

Lower support costs per customer


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Blackmores – The Customer Intimacy Journey

1-TO-1 TARGETED MASS

2007/08 2009 2005/06

Low High Personalisation / Relevance:

Broad Narrow Audience:

Shallow Deep Relationship Depth:


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Relevance combats drop-offs


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Blackmores - Personalisation & Community


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Blackmores Today – A vibrant natural health community

286,000 members

120,000+ unique visitors/month

4 customer segments

Online communities

Blogs

Blackmores TV

Facebook

Twitter

YouTube

Personalisation

The post-event videos were watched a

total of 127,957 times even though only

32,007 people actually ran the race

3,000 sign-ups to social media groups

from Blackmores Sydney Running

Festival links

36% survey response rate

34% greater spend Members vs. Non-

members (Membership attracts

advocates)

Net Promoter Score of 79 amongst

advocates


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Habit #2 Implement Your Site

Goals with Consistency

Not as obvious as you think Most sites still behave like single dimensional marketing literature

Create targeted (segment based) calls for action

Leverage the advantages of the web, speak to who they are

Guide users where you want them to go

Remember: different types of users will react differently and plan for it

Ask yourself… What should users achieve on this site?

What different types of goals do they have?

Why it matters Provide focus and direction into every piece of content and functionality

Higher conversion rates (leads, transactions, self service, etc.)


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www.sitecore.net

Habit #3 Balance User Experiences with

Site Goals

Prioritize Your Customers‟ Experiences User experience must win out

Create value for your customers

Provide what they need, or what they didn’t even know they needed

Align their needs with your desired outcomes

Make your customers a part of the experience

Why it matters Increased customer retention

Lower cost of doing business with customers

Word of Mouth (WOM) marketing


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www.sitecore.net

Habit #4 Deliver Value to Your Web Visitors

Provide value Deliver value back to customers;

Understand what they need and deliver it quickly

Demonstrate utility of the information they provide

Why it matters Creates stronger collaboration habits with customers

Builds goodwill with customers

Stronger customer relationships for increased customer retention


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Insert replacement for

Accountants


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Habit #5 Be Honest – What is and is Not

Working

Examine and evaluate what does not work Find the holes

Identify what customers seek, but can’t find

Elicit feedback and communicate back

Offer expertise

Why it matters Help your customers learn how to do business with you

Lower customer support costs


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www.sitecore.net

Insert Search report showing

zero result searches


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Habit #6 Create Ongoing Dialogue with Your

Customer

Create an ongoing conversation with your customer Use personalization to have an ongoing dialogue

Episodic marketing can expand customer relationships

Put your customer community to work for you

Bubble up ideas and product feedback from customer community

Build trust and confidence using your community

Why it matters Creates value for the customer

Greater customer intimacy / Loyalty

Expands the customer relationship

Deeper understanding of customer needs


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www.sitecore.net

Habit #7 Sharpening Your Web Site’s Saw

Renewal Techniques that work: A/B Split testing

Multivariate testing

Marketers love metrics Use test and control mechanisms to analyze marketing effectiveness

Learn what is working and what is not

Prototype the customer response to new messaging and imagery

Why it matters Actionable knowledge of what is working on your site

A low-cost channel for measuring marketing effectiveness


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www.sitecore.net

The Seven Habits

Your Customers Are in Charge

Implement Your Site Goals With Consistency

Balance User Experiences With Site Goals

Deliver Value Back to Your Customers

Be Honest – What is and is not working

Create an Ongoing Dialogue with Your Customer

Sharpen Your Website‟s Saw


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Putting the Habits to Work

Demand more from results from your Web site

Extract more value by implementing these seven habits

CMS and Search Technologies can support these goals


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Q & A

Addition information can be found at:

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Follow up questions please contact:

Suzy McKee

[email protected]

Greg Baxter

[email protected]

http://www.sitecore.net/

mailto:[email protected]

mailto:[email protected]

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