make me over! real-time site renovations

Make Me Over! Real-time Site RenovationsHosted by:Chris NashSitecore Business Optimization Strategies

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

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How this session works

Atlantis The Palm

Nordson - B2B

Collette TravelCanadian Auto Association

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Our panel of experts – Sitecore MVP Digital Strategists

Chris SpearsChief Marketing TechnologistARKE

Jill GrozalskyMarketing StrategistGenuine Interactive

Tom BeebyChief Technology OfficerDT

Real-time Makeover: Atlantis, The PalmPresented by:Jill Grozalsky @jgrozalsky

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• Ocean-themed luxury hotel and resort located in Dubai

• Primary goal is to increase number of total bookings

• Increase the total value of individual bookings

• Increase the number of cross-sells/customizations added on post-booking

About The Atlantis

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Optimization Thought Starters

The Atlantis has the opportunity to deliver tailored experiences to visitors based on both implicit and explicit information. Core optimization opportunities include:

• Using analytics and conversion data

• Profiling content to understand interest

• Testing content to increase conversion

Analytics and Conversion Data

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With the ultimate conversion of being ‘book now’ there are few micro-conversions on the site. Using analytics and conversion data, we can identify three core visitor types.

• New Visitor

• Return Visitor, No Conversion

• Converted Visitor

Defining Visitors Based on Conversion

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Makeover Ideas: Along the Journey

For new visitors, default content will allow users to browse naturally, providing insights into their interests.

Quick win personalization could in include:

• GeoIP tailored content

• Seasonality

• Campaign consistency

Ring in the New

Year in Dubai!

Buy Your Ticket

atlantisthepalm.com/sc_id498534

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Return visitors who haven’t converted should be targeted with strong, consistent “Book Now” CTAs on content deeper in the site.

• Update templates to support additional CTAs

• Limit homepage content to focus on booking rooms

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Return visitors who have converted are no longer in need of a room and should be targeted with cross-sell and up-sell content throughout their experience.

• Update homepage content to promote “things to do”

• Change “Book Now” CTAs on interior pages for additional purchasable CTAs

• Promote specific options at the top of each page

Profiling Content to Tailor for Preference/Interest

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Personalization: Profiling for Preference

Interest/Preference:• Family Friendly• Special Event• Relaxation

Based on key pages visited, personalize for preference. For someone who explores family-friendly activities:

• Remove slider options, focus on core ”kid-friendly options”

• Personalize deals on homepage (babysitting deals, family package, etc.)

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Personalization: Profiling for Preference

Cross-selling services by updating templates to add new call outs that present content based on preference and pattern match

Enjoy a Romantic Date

Night.

Inquire About Our

Babysitting Services

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Personalization: Additional Activities on Confirmation

Congratulations! Your booking is confirmed and we look

forward to your stay.

Explore Dubai from the Sky.

Book one of our

extraordinary Helicopter

Tours.

Reserve Now

Get up close and personal

with Sea Lion Point’s

charming residents.

Buy Tickets

Testing Content to Increase Conversions

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Testing Opportunities

Are users facing choice paralysis? Testing the number of CTAs and type of content presented will help optimize for conversions.

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Testing Opportunities

Testing CTA language through checkout may shed light on what leads to more add-ons throughout the process.

Future Considerations

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Future Considerations

With so many options for trips and stays, providing the user with functionality to store and sort through preferences will not only enhance the user experience

Building in itinerary or “favorite” functionality to the site will allow users to save activities – creating a logged in portion of the site where users are allowed to store their preferences.

Add to Favorites

Real-time Makeover: gocollette.comTom BeebyChief Technology OfficerDT

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gocollette.com makeover

The business

― Online travel agent

― Family business, est. 1918

― Sell unique package deals to every continent

― New customer acquisition

― Data capture

― Package enquiries / sales

― Upsell / AOV

― Customer loyalty

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Where to start

DREAMING PLANNING / BOOKING TRAVEL / POST-TRAVEL

Phases of the traveller path to purchase

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Where to start

DREAMING PLANNING / BOOKING TRAVEL / POST-TRAVEL

Phases of the traveller path to purchase

1Acquire new customersvia Facebook

3Find a trigger to create urgency

4Pivot to rational: remove barriers to booking

2Clearer value exchangefor data capture

5 Encourage advocacy

#Sitecore SYMProfiling the audience… Meet Jane

Classic

Explorations

River cruise

Spotlights

Tour styles

Immediate

Short term

Mid term

Unsure

Planned

travel dates

Familystatus

Single

Couple

Family

Retiree

Budget

Standard

Premium

Budget

preference

Travelthemes

Adventure

Shopping

Activity level

Australia

Europe

North America

Destinations

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Acquire new customers via Facebook1

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Acquire new customers via Facebook1

Create a new segmented list

Komfo social connector(or experience extractor)

Facebook custom audience

Facebook lookalike audience

Reach new customers with promoted post pointing to

relevant landing page

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Problem

― Why would a customer share their personal data before they have received any benefit?

Answer

― Think about a value exchange

― Conditionally display the data capture form via rules editor once customer has passed a threshold of products views / product searches

― ALSO: Opportunity to collect some additional data, esp. travel dates

Clearer value exchange for data capture2

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Find a trigger to create urgency3

Special offers Weather / seasonality

Events

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Find a trigger to create urgency3

1. Build out an interest profile of customers to better understand potential triggers

2. Enrolled in an engagement plan when engagement threshold reached

3. Test after 7 days if customer has purchased a package

4. If not, send email containing a relevant offer / trigger

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Pivot to rational: remove barriers to booking4

Generic, 1 size-fits all experienceEmotional response

Destination focus

Personalised experienceRational response

Product / offer focus

Promote Australia package deal

Talk price / trigger / itinerary

“Book Now” CTA

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Encourage advocacy5

Jane Doe

@JaneDoe

Best holiday ever! Thank you @ColletteTravel #Australia

#Sitecore SYMSummary

1. Use Sitecore experience database profiles & Facebook lookalike audiences to acquire new customers

2. Present a clearer value exchange for the data capture form

3. Use triggered personalised email to bring customers back to the site

4. Adapt the site experience depending on where the customer is in the purchase journey

5. Reengage the customer after their trip and encourage social sharing

Real-time Makeover: Nordson EFDChris SpearsChief Marketing TechnologistARKE

nordson.com/en/divisions/efd/

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Product

- Precision dispensing equipment

B2B Sales

- Direct and Channel

- Create demand and provide resources to sales

Nordson EFD – The Business

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Design for Demand

- More Opportunities to Convert

Experience Platform

- Personalization

- Engagement Plans

- AB Testing

Nordson EFD – The Opportunities

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Nordson EFD – Design for Demand

Add a secondary menu for immediate contact, RFP requests, purchase inquires.

Show 3 clickable options for “hot” conversions and route these directly to

You are already doing this in the left column but could be on every page.

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Nordson EFD – Design for Demand

Provide an opportunity on each of the interior pages via a form request for email or email &

Run a set of AB Tests against which area of the site works best. What call to action works best, etc…

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Nordson EFD – Experience Platform

Engagement Value Scoring

- Keyword Search – 0

- Find Product - 5

- Contact Us - 10

- Request Quote - 25

- Request Catalog - 50

- Buy Online - 100

Setup a Goal with the above value and place them on the page after the action.

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AB Testing

- Location of Request Forms

- Language in the site call to actions

- Focus on tests that align to our engagement value scores

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Personalization

- Geo IP

- Events & Roadshows can take over the home page

- Product / Industry

- Content Profiling leading to content personalization

Score with the appropriate profile card the industry pages. That coupled with goals will show us which industries are give us the most value.

Profile Card - Industry

Profile Key Automotive Electronics Life Sciences Etc…

Automotive 10 0 0 0

Electronics 0 10 0 0

Life Sciences 0 0 10 0

Etc… 0 0 0 10

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Federated Experience Manager (FXM)

Simple JavaScript code to track transactions and actual customers

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Exploring the funnelNode size = valueThickness of the line = number visitsGreen = most efficient path

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Engagement Plans

- Setting up FXM on the ecommsite allows us to know customers versus non-customers

- Promote finishing a purchase

- Talk to them like customers

- Cross sell / up sell based on purchases

- Keep it simple for non customers

About Canadian Auto Association -South Central Ontario

caasco.com

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• 2 million Members in South Central Ontario.

• Products and services

Roadside Assistance

Auto Insurance

Travel Services

Travel Insurance

• Hundreds of shops and attractions across North America

About Canadian Auto Association - South Central Ontario

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• Customer acquisition

• Sales of products and services to existing members

• Customer utilization

• Brand reinforcement – communicate brand values

Business objectives of the site

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1. Use personalization to increase membership signups

2. Use personalization to increase membership renewals

3. Use testing to increase click thru’s for credit card sales

4. Use profiling to segment visitors (for targeting and analytics)

Four Makeover Ideas

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Idea 1 - Use personalization to increase membership signups

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There for your family when you need roadside assistance.Sign up here.

Drive long distances? Count on us for roadside assistance when you need it.

Sign up here. Get piece of mind with Premier + Associate membership.

Sign up here.

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Idea 2 - Use historical data and personalization to increase membership renewal

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Personalization Rule Set Editor

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Historical Personalization Rules

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Historical Personalization Rules

Channel

GoalOutcome

Page Event

VenueCampaign

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Experience Profile – Historical Data and Custom Facet Data!

Explicit Data & Preferences

Segment Data

• Travel preferences• Preferred nearest store• Vehicle type

• Membership status• Date of last purchase• Ecommerce discount code• Email preferences• CRM ID

Custom Facets

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Where there is traffic – there is potential!

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Remind why to renew membership

Roadside assistance when you need itGreat deals on travel packagesInsurance you can count onServing the community you live in

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Remind why to renew membership

Roadside assistance when you need itGreat deals on travel packagesInsurance you can count onServing the community you live in

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Idea 3 – Use testing to increase conversion rate for credit card sales

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Enjoy a welcome bonus of 50 CAA Dollars

Test Variant A(Original)

Test Variant B

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Idea 4 – Use profiling segment visitors (for targeting and analytics)

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Home Page

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Magazine - home page

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Suggested Profiles

• Profile Name: General interest• Membership

• Rewards

• Auto

• Travel

• Insurance

• Community Action

• Profile Name: Membership Interest• Potential member

• Existing member

Use profiling to ID visitor segments

Suggested Profiles

• Travel Interest

• Car Reviews

• Auto Advice

• Road Trips

• Outdoors

• Destinations

• Travel Tips

• People

• Your Home

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Use profiling for personalization & Analytics

Travel Interest ProfileTravel tips Pattern match

and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All

other brand and product names are the property of their respective owners.

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