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Increasing Website Engagement with Sitecore CMS

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Marketers are learning that today's more advanced content management systems (CMS) provide flexible, full-featured and easy-to-use tools to make frequent and rapid content edits without IT involvement. Modern content management systems make it easier to improve search engine visibility and provide powerful ways to engage website visitors.

This presentation explains how Perficient's Sitecore CMS implementation optimized Perficient.com and enabled the delivery of fresh, engaging content to our visitors. Within a year of the site re-launch, Perficient experienced a 142% increase in traffic to the site, while blog visits have increased 95% and white paper downloads have increased 113%.

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Increasing Website Engagement with Sitecore CMS

  1. 1. Increasing Website Engagement with Sitecore CMS
  2. 2. Agenda • About Perficient • Setting Goals • Design • CMS • Customizing Sitecore • Ensuring Success • Achieving our Goals • Traffic and Leads • Our Work with Clients#sitecore
  3. 3. Speakers Erin Moloney Director, Digital Marketing & Social Media | Perficient, Inc. Sitecore Certified Marketer @ErinE Jamie Stump Sitecore Practice Architect | Perficient, Inc. 2013 Sitecore MVP @JStump29#sitecore
  4. 4. About Perficient Perficient is a leading information technology consulting firm serving clients throughout North America. We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities.#sitecore
  5. 5. Perficient Profile• Founded in 1997• Public, NASDAQ: PRFT• 2012 revenue of $327 million• Major market locations throughout North America • Atlanta, Austin, Charlotte, Chicago, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New Orleans, Northern California, Philadelphia, Southern California, St. Louis and Toronto• Global delivery centers in China, Europe and India• ~2,000 colleagues• Dedicated solution practices• ~85% repeat business rate• Alliance partnerships with major technology vendors• Multiple vendor/industry technology and growth awards#sitecore
  6. 6. Our Solutions Expertise Business Solutions Technology Solutions • Business Intelligence • Business Integration/SOA • Business Process Management • Cloud Services • Customer Experience and CRM • Commerce • Enterprise Performance Management • Content Management • Enterprise Resource Planning • Custom Application Development • Experience Design (XD) • Education • Management Consulting • Information Management • Mobile Platforms • Platform Integration • Portal & Social#sitecore
  7. 7. A Sitecore Certified Solution Partner Perficient has designed and delivered numerous large, public-facing sites powered by Sitecore. • Perficient is a Microsoft National Systems Integrator (NSI) Partner • Sitecore Practice is situated within Perficient’s Microsoft Group to provide the highest value to clients • Perficient & Sitecore have a long term relationship; 25+ Sitecore certified consultants • One of less than 20 partners with Sitecore Customer Engagement Platform (CEP) certification • Perficient’s community thought leader and architect, Jamie Stump, awarded Sitecore’s Most Valuable Professional Award • Perficient.com wins Site of the Year for Best Partner Site in 2012#sitecore
  8. 8. Poll
  9. 9. Poll
  10. 10. Setting GoalsOur Website Goals:In order to reach and engage with our target audience, Perficient needed a websitethat would establish visibility and increase credibility in the IT consulting space. Todo so, the website needed to:1. Inform about Perficient’s services (brochure site)2. Engage: Demonstrate thought leadership (content marketing & social media)3. Convert: Drive completion of lead forms (opportunities for sales)Redesign Goals: Design • Updated look and feel • Frequency CMS • Efficiency • Relevancy#sitecore
  11. 11. DesignDesignOutdated design was not reflective of theexpertise that exists within PerficientUX & Design Process Included: Competitive Analysis Site Architecture Exercises Usability Testing Prototypes (9) Semantic Differential Testing Client Feedback#sitecore
  12. 12. Prototypes#sitecore
  13. 13. The Winning Design1. Better User Experience2. More Modern Look and Feel3. Better Representation of Brand#sitecore
  14. 14. Poll
  15. 15. Poll
  16. 16. Why a CMS?Why a CMS was needed:SCALE – Perficient is a fast-growing company. Frequency Efficiency Relevancy • Update design • Update • Automatically & content content more display more quickly related frequently – content in good for users relevant and search places engines. • Integrate social content#sitecore
  17. 17. How We Selected Sitecore Ease of Use Based on .NET Out of the Box Scalable Functionality SEO#sitecore
  18. 18. How We Selected SitecoreGartner Magic Quadrant report for WebContent Management“ Integrated analytics, engagement, social capabilities and campaign management make Sitecores solution accessible for marketers themselves, rather than requiring the IT organizations involvement. Engagement analytics give marketers more autonomy in optimizing customer ” engagement across channels. Nov 2011#sitecore
  19. 19. How We Selected SitecoreForrester Wave: Web Content Management ForDigital Customer Experience Social“ Sitecore takes an all-in-one approach to DX management with Personalization an offering that includes WCM and tools for analytics, marketing Mobile automation, email, mobile, eCommerce and social. Marketing Automation The user experience is consistent ” Web Engagement Mktg and workflows are integrated. Sales Intelligence Cloud Computing Q2, 2013#sitecore
  20. 20. Poll
  21. 21. Working on SitecoreA Content Manager’s PerspectiveEasy editing interface:One-click to review in staging environment.One-click to publish.#sitecore
  22. 22. Customizing on SitecoreContent Marketing Pages with Social SharingSocial sharing buttons are featured across the site, such as on whitepaper and webinar pages, for one-click sharing on social networks
  23. 23. Customizing on SitecoreListing out ContentMarketing Assets• White Papers• Webinar Recordings• Articles• Case Studies• Awards• News Releases• Etc.Features• Filter & Sort by date• Feature latest• Customize HTML#sitecore
  24. 24. Customizing on SitecoreContent FeedsLeverage RSS to feed externalcontent in dynamic ways.Surface list content to homepageand other pages.#sitecore
  25. 25. Customizing on SitecoreModules• Content ‘modules’ feed relevant content into every area of the site.• Visitors receive a wealth of relevant content wherever they are on the site.Examples:Blog postsAwardsCase StudiesWhite papersUpcoming eventsUpcoming webinarsRecorded webinarsNews releasesHTML custom module#sitecore
  26. 26. Ensuring SuccessHow Perficient Ensures Successful Sitecore Implementations1. In-house Full Service Design 7. Provide Contextual Options and Agency (Perficient XD) Best Fit Recommendations2. Technical Expertise and Toolkit 8. Experienced trainers for your technical and non-technical3. Certified Developers teams4. Microsoft NSI / Multiple Gold 9. Thought Leadership Certifications 10. Ongoing Support5. Enable Methodology 11. Commitment to Success6. Clear and Concise Communicators#sitecore 2
  27. 27. Achieving Frequency1. Homepage carousels are simple to design, easy to swap out and rotate2. Homepage events automatically update as others expire3. Blog feeds across the site are automatically updated via RSS4. Add a new white paper to the list page, it is added in all relevant spots
  28. 28. Achieving Efficiency1. News is published quickly2. Dynamic content, automated but with control • Blog content automatically shows up on relevant pages3. Content can be scheduled to publish4. Business units requesting edits are surprised with quick turnaround5. Sitecore has already enabled us to scale: 2011: 2013: 500 pages 2,400 pages#sitecore
  29. 29. Achieving RelevancyRelevant content shows up all over the site via modules
  30. 30. #sitecore - 100,000 120,000 160,000 180,000 140,000 20,000 60,000 80,000 40,000 January, 2011 March, 2011 May, 2011 July, 2011 September, 2011 November, 2011 January, 2012 March, 2012 May, 2012 July, 2012 September, 2012 Traffic to Perficient.com November, 2012 January, 2013 March, 2013 Visits Sitecore Page Views Redesign & Implemented Traffic Increased
  31. 31. Traffic IncreasedSearch engine optimization (SEO):Title tags, keyword tags and other metadata are content-managed by SitecoreCode is simple and easy for search engines to crawl. Redesign & Sitecore % of Visits - Org Search Implemented 70% 60% 50% 40% 30% 20% 10% 0%#sitecore
  32. 32. Leads Increased2011 to 2012White Paper Downloads - 113% increaseWebsite Contact Form – 83% increase
  33. 33. Sitecore Digital Marketing SuiteDMS:• Targeting• Marketing automation• Content personalizationWill allow us to:1. Follow up with online leads with relevant messaging2. Increase online conversion rates and enhance lead volume#sitecore
  34. 34. Wealth of Sitecore Implementations 1. Clients Ranging from Fortune 2000 – Fortune 25 2. Sampling of Perficient Sitecore Implementations 1. Multi-sites 2. Sitecore Digital Marketing Suite (DMS) Capabilities 3. Responsive Design or Sitecore Devices 4. Multilanguage 5. Systems Integration 3. Sampling of Industries 1. Healthcare 2. Manufacturing 3. E-Commerce 4. Advertising 5. Financial#sitecore
  35. 35. Connect with Perficient New & improved Office 365: Is it right for your business? bit.ly/14tNkXe#sitecore 37
  36. 36. Thank you for your time and attention today. Please visit us at Perficient.com