building engaging websites and experiences
TRANSCRIPT
Stefan Tornquist, VP Research, Econsultancy
Building Engaging Websites and Digital Experiences
Trends, best practices and case studies
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Challenges of connecting to digitally empowered consumers
Marketers are prioritizing Customer Experience (CX)
Consumers want a simple life
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Challenges of connecting to digitally empowered consumers
Marketers are prioritizing CX
Consumers want a simple life
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
Consumers are increasingly likely to be “continuously connected”
Global US UK Germany China
28 25 24 2215
23 2621
1821
42 42 4851 58
7 7 7 9 6
Frequency of connection
All day long Every hour 2-4 times a day Once a day or less
% o
f re
sp
on
de
nts
Source: A.T Kearney Analysis, 2014
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Content consumption on digital devices is increasing
47% of time spent with
media is on
digital
… vs. 37% of time spent
with TV
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…and mobile is becoming the ‘first screen’
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56% of all time spent on U.S. online
retail occurs on a mobile device
“Brands that see mobile as the ‘second screen’
risk losing relevance with connected customers”
-Altimeter Group, Jan 2015
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90% of consumers move between devices to accomplish a goal
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The number of digital touchpoints is increasing
by 20% annually
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Useful information about your account
Right level of detail for what you need
Achieve what you need to do in very few clicks
Easy to carry out basic tasks e.g. download, pay
Up-to-date information, e.g. pricing
Easy to find what you’re looking for
0 2 4 6 8 10 12 14 16
2.1
8.1
11.4
14
10.5
14.4
6.8
10.3
12
12.1
13.1
14.3
Consumers Marketers
Points attributed to a given attribute
Source: Digital Experience – Are Brands Meeting Consumer Expectations?
Increasing sophistication of consumers
• Both groups value ease of usage e.g. “easy to find what you’re looking for” and “you can achieve what you need to do in very few clicks”.
• Although consumers more likely to value “up-to-date information e.g. pricing” and “useful information about your account”.
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But simplicity isn’t all they want…
Products that are customized for me
Very respectful of my privacy
Lowest prices
Easiest to shop with, save me the most time
Best service when I have an issue
Treat me well as a loyal customer
Very trustworthy with my data/information
251
276
348
439
441
642
831
Question: If you were building the perfect company to serve you, what would be most important? N = 618
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Marketers realise the importance of CX
Customer experience and
content marketing are the ‘most exciting
opportunities’ for marketers in 2015
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
Q: “We try to differentiate through customer experience”
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
…and are differentiating through CX
Personalized experiences are the priority
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
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48%
40%
8%4%1%
Our growth depends on personalizing the customer’s experience
Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree
88% agree that their growth depends on personalizing the customer’s experience
Question: Do you agree or disagree with the following statements? N=234
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Most organizations lack the essential capabilities or tools to fulfill on that promise…
0%
15%
30%
45%
60%
34% 37% 37%
Question: Do you agree or disagree with the following statements? N=234
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?
Source: Econsultancy / SDL The Retailer’s Imperative 2015
Customer Experience management technologies
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Companies who are personalising web experiences are seeing
an average 19% uplift in sales.
Realities of Online Personalisation – Econsultancy/Monetate 2013
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Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?
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Content management = engagement
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
…but the CMS is only enhancing the experience for 31%
“Our CMS facilitates a brand-enhancing digital presence”
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
Persuasion architecture
Explicit directional cues: obvious, often taking the form of an arrow, line or curve that creates a
visual pathway
Implicit directional cues: such as line of sight, color, shape and size, and prioritization through
visual weighting
- Designing a website or customer journey in such a way as to convince and persuade a buyer to convert
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Experience in the moment
Audience level: entry point, direction & content, third party data
Individual level: purchase history, deep demographics, personality typing, loyalty info
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Optimizing the experience…how and for whom?
I’ve bought something with my mobile phone other than apps, music or video
I’ve bought anything with my mobile phone (including apps, music and video)
I’ve downloaded the mobile app for a service (TV, bank, real estate, etc.)
I’ve downloaded the mobile app for a store (retail, home improvement, etc.)
I’ve bought something because of an email I received
0% 15% 30% 45% 60% 75%46%
50%
56%
54%
58%
54%
57%
56%
58%
39%
38%
40%
46%
47%
49%
Average Young AffluentQuestion: Do any of the following apply to you? N=301
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Focus on CX is warranted but scattered. Implications for the organization tend to be underestimated.
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Personalization should be more than delivering promotions…value drives margin
and loyalty.
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The online/offline gap has to be bridged. That’s the next phase.
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
Neiman-Marcus
• Blending content and commerce to increase interaction
• Icon showing an inbox with messages
• Personalised mobile experience
Case Study: Starbucks
• Most popular mobile payment facility in US.
• Improving loyalty and customer service.
• Delivering a great mobile experience.