5 ways to improve online conversions
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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 MarketingDG@sitecore.net
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
Sitecore. Compelling Web Experiences
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Sitecore’s 1800+ customers include:
Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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Long tail effect
We don’t own our own brand
Customer’s demand relevancy
Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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The sales funnel has inverted
Sitecore. Compelling Web Experiences
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The customer’s are gaining control
Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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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?
Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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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)
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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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
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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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
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
dg@sitecore.net
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