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Stefan Tornquist, VP Research, Econsultancy Building Engaging Websites and Digital Experiences Trends, best practices and case studies

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Stefan Tornquist, VP Research, Econsultancy

Building Engaging Websites and Digital Experiences

Trends, best practices and case studies

2 DNN / Proprietary and Confidential. All Rights Reserved.2DNN / Proprietary and Confidential. All Rights Reserved.

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

3 DNN / Proprietary and Confidential. All Rights Reserved.3DNN / Proprietary and Confidential. All Rights Reserved.

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

8 DNN / Proprietary and Confidential. All Rights Reserved.8DNN / Proprietary and Confidential. All Rights Reserved.

The number of digital touchpoints is increasing

by 20% annually

Increased digital sophistication has reduced the impact of brands

10 DNN / Proprietary and Confidential. All Rights Reserved.10DNN / Proprietary and Confidential. All Rights Reserved.

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

15 DNN / Proprietary and Confidential. All Rights Reserved.15DNN / Proprietary and Confidential. All Rights Reserved.

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

16 DNN / Proprietary and Confidential. All Rights Reserved.

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

21 DNN / Proprietary and Confidential. All Rights Reserved.21DNN / Proprietary and Confidential. All Rights Reserved.

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

22 DNN / Proprietary and Confidential. All Rights Reserved.

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

Using social media to drive engagement and visitors

28

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Still the one

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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

32 DNN / Proprietary and Confidential. All Rights Reserved.32DNN / Proprietary and Confidential. All Rights Reserved.

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

35 DNN / Proprietary and Confidential. All Rights Reserved.35DNN / Proprietary and Confidential. All Rights Reserved.

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

DNN / Proprietary and Confidential. All Rights Reserved.36

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.

39 DNN / Proprietary and Confidential. All Rights Reserved.39DNN / Proprietary and Confidential. All Rights Reserved.

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

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COPD Foundation

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HSBC

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SchoolDude

Case Study: Starbucks

• Most popular mobile payment facility in US.

• Improving loyalty and customer service.

• Delivering a great mobile experience.