5 ways to give customers what they want online
DESCRIPTION
Customer experiences matter. Just ask this guy. Imagine he’s your customer. View the slideshare for customer experience strategies and to learn: • What really compels customers to make a purchase • The most important touchpoints along the customer journey • What makes an interaction meaningful to a customer Still not sure? Consider this: $83 billion is lost in marketing each year due to poor customer experiences. – The State of Marketing 2013TRANSCRIPT
5 WAYS TO GIVE THIS GUY A GREAT CUSTOMER EXPERIENCE.
And get him to buy something, too.
PRESENTATION
© 2013 Webtrends, Inc.
Meet Steve.
He’s really busy, almost all the time.
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It’s hard to get his attention. But you want him to notice you.
Because you’re pretty sure you
sell something he wants…
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Let’s say it’s THIS.
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How will you get his attention?
And how can you say, hey, I’m here. For you. Only you.
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CREATE MEANINGFUL EXPERIENCES.
Reach out while he’s shopping online.
Or just living his life online, on mobile or in social.
Make it easy for Steve to get what he wants.
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THERE ARE FIVE WAYS TO GIVE STEVE WHAT HE WANTS ONLINE.
And create more meaningful interactions between him and your brand.
Here they are.
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© 2013 Webtrends, Inc.
Last winter, Steve liked your
Facebook page when you
were promoting leather
motorcycle jackets.
Today, he’s at your website
searching for a motorcycle.
He’s getting serious.
What matters to you is what
Steve wants right now, so
you can show him relevant
content.
#1: UNDERSTAND WHAT STEVE WANTS RIGHT NOW.
Webtrends leverages in-the moment, visitor-level data,
so you can give customers what they want right now.7
© 2013 Webtrends, Inc.
IN-SESSION DATA
At your website, Steve views
three pages of similar bikes.
HISTORICAL DATA
During a previous visit, he
viewed bike accessories.
OFFLINE DATA
You also know he’s a
member of the Motorcycle
Rewards Club.
All of this data creates a
detailed picture. It’s easier to
understand what information
is right for Steve, right now.
#2: USE EVERYTHING YOU KNOW ABOUT STEVE.
Webtrends helps you use data to provide personalization
in context—highly personalized online and mobile sessions
that offer the best content for that moment. 8
© 2013 Webtrends, Inc.
Personalization in context also allows your brand to
provide a consistent experience and message across
entire campaigns, in every channel.
Steve reads the news
online, checks in with
friends on Facebook, and
has a crowded email inbox.
Wherever he is, you know
he still has motorcycles on
his mind.
Have your brand and your
message ready for Steve in
every digital channel.
#3: GO WHERE STEVE IS.
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Steve hones in on the
make and model of the
motorcycle he wants.
He starts researching that
type on his mobile device.
Your mobile site shows
Steve exactly what he’s
looking for at that moment.
#4: SHOW STEVE RELEVANT CONTENT EVEN WHEN HE DOESN’T TAKE ACTION.
Webtrends allows you to test against metrics you
used to have to guess at. You can optimize based
on engagement, not just action.
© 2013 Webtrends, Inc.
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Steve finally buys his
dream motorcycle.
Why?
You were there with
him along his entire
customer journey.
While he was browsing,
reading, searching—your
brand was there.
#5: OPTIMIZE STEVE’S JOURNEY AS A CUSTOMER, EVERY STEP OF THE WAY.
Webtrends identifies visitor segments based on attributes
and behaviors across digital channels, so you can
optimize the purchase path for customers.
You made this happen for him.
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LOOK AT STEVE GO
YOU WIN!
Steve felt comfortable with your brand, because your brand was there with meaningful information for him in every digital channel.
You knew what he wanted, and were able to provide it at every step.
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WEBTRENDS CAN HELP YOU CREATE MEANINGFUL, HELPFUL DIGITAL EXPERIENCES FOR EVERY CUSTOMER.
• In-the moment data.
• Highly personalized online and mobile sessions.
• Personalization in context.
• Visitor segmentation based on attributes and behaviors across digital channels.
• Optimizing against metrics that go beyond conversion, like engagement.
• Visitor segmentation and targeting based on attributes and behaviors across digital channels.
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To learn more, download the playbook.
© 2013 Webtrends, Inc.
PLAYBOOK
CONVERSION OPTIMIZATION
FIVE STEPS TO CREATING THE ONLINE EXPERIENCE CUSTOMERS REALLY WANT