make me over! real-time site renovations
TRANSCRIPT
Make Me Over! Real-time Site RenovationsHosted by:Chris NashSitecore Business Optimization Strategies
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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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Makeover Ideas: Along the Journey
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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Makeover Ideas: Along the Journey
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
Goals
― 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
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#Sitecore SYMProfiling the audience… Meet Jane
Classic
Explorations
Faith
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
Relax
Adventure
Shopping
Sport
Activity level
Asia
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
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#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
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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
Goals
- 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
sales
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 &
name.
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
Nordson EFD – Experience Platform
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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.
Nordson EFD – Experience Platform
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
Nordson EFD – Experience Platform
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Nordson EFD – Experience Platform
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
Nordson EFD – Experience Platform
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
Home
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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© 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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© 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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© 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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© 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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© 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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© 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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© 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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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
xDB
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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
Travel Interest ProfileTravel tips Pattern match
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