digital strategy in real life
TRANSCRIPT
![Page 1: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/1.jpg)
AGILE DIGITAL STRATEGY ?
Janus Kohl Andersen
![Page 2: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/2.jpg)
Normann Copenhagen Furniture & Home Deór Wholesale – World wide
Retail Flag Ship store in Copenhagen Online sales 2-3 % of toal sales
50+ people 4 people working with online
![Page 3: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/3.jpg)
![Page 4: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/4.jpg)
Digital_strategy.docx!
![Page 5: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/5.jpg)
Digital Strategy?
![Page 6: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/6.jpg)
Basic strategic goals
• Growth of annual sales by approx. 40% • Increase conversion rate • Long term: Grow the digital business as part
of the company
![Page 7: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/7.jpg)
Areas of focus
• Usability testing • SEO • SEM • Newsletters • Online Gift cards • Blog upgrade • CMS / ERP upgrade • Content improvement • Social Media • Responsive design
![Page 8: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/8.jpg)
• Usability testing • SEO • SEM • Newsletters • Online Gift cards • Blog upgrade • CMS / ERP upgrade • Content improvement • Social Media • Responsive design
Areas of focus
![Page 9: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/9.jpg)
• Usability testing • SEO • Newsletters
Areas of focus
![Page 10: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/10.jpg)
Evidence!
![Page 11: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/11.jpg)
![Page 12: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/12.jpg)
![Page 13: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/13.jpg)
Start working on a tactical level
Learn & build for insights: - Get more evidence!
![Page 14: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/14.jpg)
When your project / learning is mature: - Set strategic goals
• Make short written strategic plans • Built on evidence & insights
![Page 15: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/15.jpg)
Creating, reshaping and fulfilling the strategy is the same proces.
![Page 16: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/16.jpg)
Digital_strategy.docx!
![Page 17: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/17.jpg)
Digital_strategy.docx!
Areas of focus Prioritize
Work + Learn
Evidence
Strategy + Goals
Results / New Evidence
![Page 18: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/18.jpg)
![Page 19: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/19.jpg)
Example, A/B testing
• From usability testing - To budget to start up A/B testing Evidence: - Movie + small report from the usability test - Evidence of 50% + 20% CR increase
• Visual Website Optmizer + Karsten!
![Page 20: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/20.jpg)
Goal: CR +300%
![Page 21: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/21.jpg)
![Page 22: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/22.jpg)
![Page 23: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/23.jpg)
Newsletters - Evidence
• System analysis/test: Simple system • Evidence that the emails converted into sales • Sign-up box on website front page • Grow the subscriber list - Goal reached fast • New goal for subcribers set: 10000 • Next project is to improve the CR of the
newsletter - working to set the goal
![Page 24: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/24.jpg)
Conclusions
![Page 25: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/25.jpg)
Proces
• Define simple overall strategic goal • Define Possible directions of focus • Quick analyze or test out potential directions • Create evidence • Revise, prioritize (get commitment)
- and start working! • Set committed strategic goals / KPI’s as late as
possible • Learn as you go along (plant milestones)
![Page 26: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/26.jpg)
Benefits
• Strategy is created + implemented as you progress
• Everyone is kept on the same track • Discussions are closed with evidence • Learning as you progress • No time spent on writing long documents • Cost efficient • Simple evidence everyone can remember
![Page 27: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/27.jpg)
Draw backs
• Sell the strategy every 2 weeks • Convince stakeholder on strategy / lack hereof • Uncertainty: What about …? • Skepticism: In need of stronger evidence • At times difficult to keep an overview • Risk of working on areas that will be dismissed
later • Difficult to know when to set the goals or when
you know enough to make strategic plans
![Page 28: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/28.jpg)
Proces
Simple goal
Focus areas
Evidence
Set new goals – define KPIs
![Page 29: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/29.jpg)
Proces
Build for insights - Learn from your digital platforms
Build a learning culture - Your website is a lab
![Page 30: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/30.jpg)
That’s all!
![Page 31: Digital strategy in real life](https://reader033.vdocuments.us/reader033/viewer/2022052907/559257891a28ab23248b45da/html5/thumbnails/31.jpg)
Discussion
Why does organizations make agile projects, but not agile strategy?
Does agile apply to digital strategy?