5 ways to improve online conversions

26
Sitecore. Compelling Web Experiences Page 1 www.sitecore.net 5 Ways to Improve Your Online Conversion Rates by Better Understanding Your Visitors Darren Guarnaccia, VP Product Marketing [email protected]

Upload: sitecore

Post on 15-Jan-2015

431 views

Category:

Technology


4 download

DESCRIPTION

Discover five ways to completely understand your website customers and improve your online conversions.

TRANSCRIPT

Page 1: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 1 www.sitecore.net

5 Ways to Improve Your Online Conversion Rates by Better Understanding Your Visitors Darren Guarnaccia, VP Product [email protected]

Page 2: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 2 www.sitecore.net

About Sitecore

Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations

Presence San Francisco, Portland, Boston, Copenhagen, Stockholm, London, Munich, Amsterdam and

Brisbane

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

Customers Over 1800 client installations managing over 20,000 web sites worldwide

Recognized Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft

Gold Partner Ranked Visionary Gartner Magic Quadrant for WCM 2009 Rated positively by Forrester in “5 Additional options for WCM” research Aug 09

Supported Over 450 Sitecore Certified Partners worldwide, with over 150 in North America

Page 3: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 3 www.sitecore.net

Sitecore’s 1800+ customers include:

Page 4: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 4 www.sitecore.net

Customers have changed

Caused by a variety of factors The economy

Unprecedented access to information

Unprecedented access to other customers

Less tolerance for risk

Long Tail effect

Page 5: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 5 www.sitecore.net

Long tail effect

We don’t own our own brand

Customer’s demand relevancy

Page 6: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 6 www.sitecore.net

New Customer engagement model

Customers have access to vast information sources Arrive at your door step well educated already

They are qualifying you

They want solutions, not products

Demand relevant offerings or they abandon

Customers buy business outcomes

Page 7: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 7 www.sitecore.net

The sales funnel has inverted

Page 8: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 8 www.sitecore.net

The customer’s are gaining control

Page 9: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 9 www.sitecore.net

What does this mean?

Your sales process must start earlier

Your website becomes the “tip of the spear”

Engage customers with solutions to their challenges

Identify key issues and drivers for each visitor

Uncover latent pain for prospects

Nurture and target high value prospects

Page 10: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 10 www.sitecore.net

Making your site the Tip of the Spear

5 ways to improve your websites conversions rates and better understand your customers

Tuning your website to become a customer intelligence engine

Nurture your prospects towards solutions, overcome objections

Engage your visitors episodically, holistically

Analyze success, guide similar prospects on path

Blend community content to overcome risk

Page 11: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 11 www.sitecore.net

Your website as a customer intelligence engine

A visitor’s behavior can tell you a great deal about them…

but, define want to know about your customers first

What knowledge helps your sales people?

What segments are meaningful for your offerings?

What stages do customers have in the sales process?

What problems and issues do your solutions solve?

What objections do you have to overcome in the sale process?

Who buys your products?

Page 12: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 12 www.sitecore.net

Your website as a customer intelligence engine

Now you have a catalog of knowledge you’d like to learn about your customers, now map that to your content

Build a matrix detailing all your content

How does your content map to what you want to know

Find the holes in your content/knowledge matrix and fill it

Give content a score in every area of knowledge

Score content and visitor behavior in terms of buying signals

Apply these scores and weights to your website analytics or web technology

Page 13: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 13 www.sitecore.net

Your website as a customer intelligence engine

What you’ll learn

Detailed knowledge about what each prospect cares about, and pain points

Rich segmentation information and persona mapping

Sales stage / lead readiness knowledge

Which campaigns perform well against which segments, and business drivers

How well qualified are the leads from your campaigns

Page 14: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 16 www.sitecore.net

Nurture towards solutions, overcome objections

Now that you know what your prospect cares about:

Offer and recommend content based on their needs

Based on needs and sales stage, promote content to overcome objections

Demonstrate leadership and expertise

Integrate email and advertising campaigns with prospect profile

Nurture and warm prospects until ready for sales engagement (leadscore)

Page 15: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 17 www.sitecore.net

Page 16: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 18 www.sitecore.net

Page 17: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 19 www.sitecore.net

Engaging visitors episodically & holistically

Start tracking your prospects across their many visits

Use their profile to tell an incremental story

Understand visitors from the same organization

Tie campaigns to the user experience

Overcome objections incrementally

Page 18: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 21 www.sitecore.net

Page 19: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 22 www.sitecore.net

Analyze successful conversions and replicate

Analyze successful outcomes by: Segment Buyer type Business driver / needs Objections Geography / Market

Find the common patterns in behavior Perform gap analysis on wins vs. losses in terms of content consumed Tie sessions to CRM accounts for added information Create incremental goals that can be tracked as successes

Page 20: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 23 www.sitecore.net

Analyze successful conversions and replicate

Once you know what good looks like… Guide prospects with similar characteristics to similar content

and outcomes

Create calls to action and content recommendations based on the “ideal path”

Target content in nurture rotations via email and onsite messaging

Page 21: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 24 www.sitecore.net

Page 22: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 25 www.sitecore.net

Blend community content to overcome risk

Surfacing community content can help overcome risk in sales process

Prospects are doing significant research upfront

Only getting part of your message

Promote your champions, and advocates

Associate community conversations with relevant website content

High credibility content, can overcome risk and fear in customers mind

SEO benefits

Page 23: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 26 www.sitecore.net

Page 24: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 27 www.sitecore.net

Page 25: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 28 www.sitecore.net

5 ways to improve your websites conversions

Tuning your website to become a customer intelligence engine

Nurture your prospects towards solutions, overcome objections

Engage your visitors episodically, holistically

Analyze success, guide similar prospects on path

Blend community content to overcome risk

Page 26: 5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences

Page 29 www.sitecore.net

Q & A

Additional information can be found at:

www.sitecore.net

Follow up questions please contact:

Darren Guarnaccia

[email protected]