the sickkids foundation on enabling a digital cxm 'hub' with sitecore

Enabling a digital CXM ‘hub’ with Sitecore

PRESENTED BYMark JordanSeptember 30, 2015

OUTLINEEnabling a digital foundation with Sitecore

• Overview of our SickKids digital journey• Enabling our digital ‘hub’ using Sitecore• The next evolution of our donor experience using

Sitecore

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Overview of SickKids’ digital journey

Enabling a digital foundation with Sitecore

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OurDigitalJourney

Initiating digital as a priority

• Audit to assess the current state of digital

• Acknowledged strengths, gaps and areas for improvement

• Baseline for measurement

Building a basis for digital

• Strategic three-year plan outlined

• Cohesive donor experience

• Focus on being donor centric

• Consistent branding and navigation

• Launch of renewed website, powered by Sitecore

In progress• Audit and assessment of current analytics

• Microsite build and integration into Sitecore

• Donation flow and form renewal

• User experience enhancements

• PCI and CASL compliance

• Building for A/B testing and behavioral tracking


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From To

Enabling our digital ‘hub’ using Sitecore


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Enabling the ‘hub’ – our objectivesEnabling a digital foundation with Sitecore

1. Support the communications needs of all departments across the Foundation

2. Enable various departments to manage their own content within specified guidelines and governance

3. Gather data from donor behavior and site analytics to help deepen the donor engagement

4. Provide better donor support online (reduce friction, reduce calls to support teams)

5. Ensure scalability over time to accommodate new digital strategies and future digital touchpoints 7

Desired outcomes of a CXMEnabling a digital foundation with Sitecore

1. More control – less need to rely solely on resources with coding abilities to create, edit and publish content

2. Closer to ‘real-time’ publishing – allows content to be published faster, allowing increased relevance through timeliness

3. Workflow – facilitate collaboration and distribution of content creation, approval and publishing

4. Lower operating costs over time – reduce web maintenance through the simplification of CXM tasks

5. Increase conversion – through increased relevance and streamlined donor experience

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ResultsEnabling a digital foundation with Sitecore

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• Distributed ability to perform content updates (IT, Marketing & Events teams)

• Governance includes a monthly update schedule, coordinated through the Marketing team

• Saw significant lift in site ecommerce conversion post-launch, and most importantly, that trend continues

ResultsEnabling a digital foundation with Sitecore

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Up 370% - 1.90% vs 0.34%

Old site vs new site – ecommerce conversion rate

The next evolution of our donor experience using

Sitecore


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The OpportunityEnabling a digital foundation with Sitecore

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Look at the site data to identify areas where we can focus our efforts to influence desired behaviours.

Make use of Sitecore’s Digital Marketing System (DMS) to implement and test hypotheses.

What the data tells usEnabling a digital foundation with Sitecore

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Behaviour by visit number


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Traffic volumes – business lines

Major Gifts

Coporate Giving

Build a Legacy

Other Visitors

0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%

Percent of sessions

Collectively ~ 1%

Major Gifts

Coporate Giving

Build a Legacy

Other Visitors

0.000 2.000 4.000 6.000 8.000 10.000 12.000

Page Views per Session

What does this mean for DMS?Enabling a digital foundation with Sitecore

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The data suggests an opportunity to personalize content based on visit number to drive increased conversions.

Because of the high return rate, personalization has potential to improve outcomes for:

– Major Gifts– Corporate partners– Legacy giving

Potential ImplementationEnabling a digital foundation with Sitecore

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Corporate partners• Profile visitors who

spend time in the corporate partner section of the site

• Personalize the hero image on the homepage on their return

• Evaluate based on bounce rate reduction for that segment


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Events• Visitors with 8+ visits

are more likely to be seeking events

• Personalize for 8+ visits and show event hero with call-to-action

• Evaluate based on bounce rate reduction for that segment


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Traffic volumes – major pages Page Months for a\b test to be statistically valid

Home Page 1.2

Donate 2.9

Scrubs 1.2

Ways to Give 8.3Cards 8.4

In Honour 11.5

Events 12.2

Major Gifts 70 (6 years)

Corporate Giving 56 (4.7 years)

Legacy 51 (4.3 years)

Home Page

Donate

Scrubs

Ways to Give

Cards

In Honour

Events

Major gifts

Corporate giving

Legacy

0 100 200 300 400 500 600

Average Daily Page Views

What does this mean for DMS?Enabling a digital foundation with Sitecore

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• We should focus A|B tests on highest volume pages– Home page– Donate page and process– Scrubs or other event-specific microsites


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A|B Test: Donate Button• Test different sizes of

donate button• Evaluate against

number of clicks on donate for each version

• Duration: 1-3 months

Where are we today?Enabling a digital foundation with Sitecore

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• Key team members trained and certified on Sitecore DMS

• Rolling out a digital roadmap for 2016/2017– Desired outcomes:

• Preferred brand• Growth in revenue• Best-in-class donor experience• Operational excellence

• Looking to integrate the evolution of our digital ‘hub’ into the digital roadmap

SickKids Foundation525 University Avenue | Toronto, Ontario | M5G 2L3

www.sickkidsfoundation.com

THANK YOU

the sickkids foundation on enabling a digital cxm 'hub' with sitecore

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