Building engaging websites and experiences
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A presentation for DNN Software, based on Econsultancy research and case studies in the areas of customer experience, site and mobile design.
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Building engaging websites and experiences
- 1. Stefan Tornquist, VP Research, Econsultancy Building Engaging Websites and Digital Experiences Trends, best practices and case studies
- 2. 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. 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
- 4. Consumers are increasingly likely to be “continuously connected” 28 25 24 22 15 23 26 21 18 21 42 42 48 51 58 7 7 7 9 6 Global US UK Germany China %ofrespondents Frequency of connection All day long Every hour 2-4 times a day Once a day or less Source: A.T Kearney Analysis, 2014
- 5. Content consumption on digital devices is increasing DNN / Proprietary and Confidential. All Rights Reserved.5 47% of time spent with media is on digital … vs. 37% of time spent with TV
- 6. 6 DNN / Proprietary and Confidential. All Rights Reserved. …and mobile is becoming the ‘first screen’ DNN / Proprietary and Confidential. All Rights Reserved.6 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
- 7. 7 DNN / Proprietary and Confidential. All Rights Reserved. 90% of consumers move between devices to accomplish a goal
- 8. 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
- 9. Increased digital sophistication has reduced the impact of brands
- 10. 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
- 12. 12 DNN / Proprietary and Confidential. All Rights Reserved. 2.1 8.1 11.4 14 10.5 14.4 6.8 10.3 12 12.1 13.1 14.3 0 2 4 6 8 10 12 14 16 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 Points attributed to a given attribute Consumers Marketers Source: Digital Experience – Are Brands Meeting Consumer Expectations?
- 13. 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”.
- 14. But simplicity isn’t all they want… 14 DNN / Proprietary and Confidential. All Rights Reserved. 251 276 348 439 441 642 831 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 Question: If you were building the perfect company to serve you, what would be most important? N = 618
- 15. 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. Marketers realise the importance of CX 16 DNN / Proprietary and Confidential. All Rights Reserved. Customer experience and content marketing are the ‘most exciting opportunities’ for marketers in 2015 Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
- 17. Q: “We try to differentiate through customer experience” Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015 …and are differentiating through CX
- 18. Personalized experiences are the priority Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
- 19. 19 DNN / Proprietary and Confidential. All Rights Reserved. 48% 40% 8% 3%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
- 20. 20 DNN / Proprietary and Confidential. All Rights Reserved. Most organizations lack the essential capabilities or tools to fulfill on that promise… 34% 37% 37% 0% 15% 30% 45% 60% We do a good job of linking our online and offline customer experiences We have the tools we need to provide exceptional customer service and experiences We are able to tie customer experience activities to revenue and/or cost savings Question: Do you agree or disagree with the following statements? N=234
- 21. 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. 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?
- 23. Source: Econsultancy / SDL The Retailer’s Imperative 2015 Customer Experience management technologies
- 24. 24 DNN / Proprietary and Confidential. All Rights Reserved. Companies who are personalising web experiences are seeing an average 19% uplift in sales. Realities of Online Personalisation – Econsultancy/Monetate 2013
- 25. 25 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?
- 26. Content management = engagement 26 DNN / Proprietary and Confidential. All Rights Reserved. Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
- 27. …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
- 28. Using social media to drive engagement and visitors 28
- 29. Still the one 29 DNN / Proprietary and Confidential. All Rights Reserved.
- 30. 30 DNN / Proprietary and Confidential. All Rights Reserved.30DNN / 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
- 31. 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. 32 DNN / Proprietary and Confidential. All Rights Reserved.32DNN / Proprietary and Confidential. All Rights Reserved.
- 33. Experience in the moment Audience level: entry point, direction & content, third party data Individual level: purchase history, deep demographics, personality typing, loyalty info
- 34. Optimizing the experience…how and for whom? 34 DNN / Proprietary and Confidential. All Rights Reserved. 46% 50% 56% 54% 58% 54% 57% 56% 58% 39% 38% 40% 46% 47% 49% 0% 15% 30% 45% 60% 75% 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 Average Young AffluentQuestion: Do any of the following apply to you? N=301
- 35. 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
- 36. DNN / Proprietary and Confidential. All Rights Reserved.36 Focus on CX is warranted but scattered. Implications for the organization tend to be underestimated.
- 37. DNN / Proprietary and Confidential. All Rights Reserved.37 Personalization should be more than delivering promotions…value drives margin and loyalty.
- 38. DNN / Proprietary and Confidential. All Rights Reserved.38 The online/offline gap has to be bridged. That’s the next phase.
- 39. 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
- 40. Neiman-Marcus • Blending content and commerce to increase interaction • Icon showing an inbox with messages • Personalised mobile experience
- 41. COPD Foundation 41 DNN / Proprietary and Confidential. All Rights Reserved.
- 42. HSBC 42 DNN / Proprietary and Confidential. All Rights Reserved.
- 43. SchoolDude 43 DNN / Proprietary and Confidential. All Rights Reserved.
- 44. Case Study: Starbucks • Most popular mobile payment facility in US. • Improving loyalty and customer service. • Delivering a great mobile experience.
Notes de l'éditeur
- I’m sure everyone on the call falls into the category of being connected “all day long”…and so are your key customers… Being ‘always on’ is like being ‘mobile’ and ‘social’…it’s the rule not the exception.
- Digital leads TV by well over 1hr per day – almost exclusively attributable to mobile
- According to Altimeter Group, sophisticated companies are beginning to explore a mobile-only approach in addition to integrating cross-channel strategies with omni-channel experiences.
- Inability to track mobile ROI cripples the business case for customer-centric mobile experiences 90% of consumers move between devices to accomplish a goal – Altimeter The number of digital touchpoints are increasing by 20% annually as more offline consumers shift to digital tools and younger, digitally orientated consumers enter the ranks of buyers. -McKinsey
- Increased digital sophistication has reduced the impact of brands, according to McKinsey research based on analysis of 1,000 brands across a wide range of product categories, covering 20,000 consumer journeys and 100,000 touchpoints along them. The number of digital touchpoints are increasing by 20% annually as more offline consumers shift to digital tools and younger, digitally orientated consumers enter the ranks of buyers. More actively digital consumers are more prone to abandon a brand mid-stream, the greater number of touchpoints increasing the odds a consumer will encourage a deal breaker along the digital highway. Emphasise here that increased competition online also makes it harder for brands to stand out, so optimising the digital experience is more important than ever.
- The numbers show how, on average, respondents would have allocated 100 points across all attributes. In the past it was assumed by marketers that consumers were technologically sophisticated, mobile-enabled data sifters who are able to think rationally about whichever brand or stores offer the best deal. But far from empowering consumers, the rising volume of marketing messages has been overwhelming. In order to grapple with increased amounts of clutter online, consumers rate site experiences that make it easy for them to find what they’re looking for, first and foremost. In addition they want to achieve this in very few clicks. In both cases, marketers are very much on a par in terms of weighting of importance.
- 44% of marketers said that customer experience would be the primary way in which their organization would seek to differentiate itself from its competitors over the next five years.
- QL Which three digital-related areas are the top priorities for your organization in 2015? (company respondents)
- Q: Which customer experience management technologies do you currently have in place? Within CX technologies, it is the CMS that is most commonly used
- Content is king. CMSs are being used by 72%, and more than a third primarily differentiate themselves through content.
- Q: Which of the following business goals does (or should) content management help you to meet?
- Social is taking on greater importance, with a growing number of organizations recognizing and capitalizing on its ability to be a better driver of traffic than traditional SEO. A growing number of marketers see potential in using data from social profiles to create personalized content. Personalized content based on a user’s own social data should enhance the ability of marketers to create more relevant, compelling experiences. Not long ago we did a study on what people were willing to share and with whom…and social voice is one of those that they’re more open to…the use of FB login for example…consumers understand some of the implications of using that instead of a custom registration.
- Website still the core of activities…even though our use of websites is changing. Pattern recognition is immensely important…different audiences use the site in different ways that may be hard to tease apart on the surface. We talk about customer journey analysis but it’s not easy. A single purchase may involve the same person on multiple browsers and devices as well as multiple channels. So we can use pattern recognition to draw conclusions on an audience level and build in some rules to help different segments get what they want. An easy example is geography – Econsultancy has its largest audiences in the US and UK…fortunately those are audiences that can accept a lot of overlapping content…but we don’t want people to feel that the information isn’t relevant, so over time we’ve customized content based on where you’re arriving from. My favorite segment is the top 10% of buyers…these are people who generate most of your revenue and by definition they’re open to more sales information. Whatever customization you can bring to bare to ensure they get the newest product info and best customer experience, you can’t go wrong… the challenge is to have the site satisfy people more easily and responsively…deep pages…reactive pages…smart websites….
- People will naturally choose the path of least resistance…resistance can be visual or intellectual or emotional…friction comes in many forms. Think about where people abandon your cart…it’s usually around price/privacy or shipping (another version of price)…what can you add in those critical places to reassure them and reaffirm their desire?
- Humans are naturally drawn to other human faces, and because of this, in both versions of this advertisement, a buyers’ initial gaze is likely to land on the baby’s face. In fig 2. the viewer’s eye is drawn away from the marketing message. In fig 3, the baby’s face points viewers towards the message.
- Personalization happens at different level based on what you know…you can’t do too much individual personalization without information about them…you can easily over-personalize and
- Another broad way of looking at visitors is demographics, which we can discern from product views / from third party data and from content consumed…then we can work backwards from those broad profiles…. As we see, media consumption isn’t consistent across devices and the digital lives of these different groups are quite different…to give you an example…we did a consumer banking study…apps…remarkable percentage that left did so because the app wasn’t as good as someone else’s
- We talked in best practice tips of creating a personalised experience and here is a great example here of Department store chain Neiman Marcus who released a mobile application that blended content and commerce to promote interaction with consumers on-the-go. On the homepage, there is an icon showing an inbox with messages from Neiman Marcus. Messages tell consumers of events and special offers, like the Real Deal sale or a beauty event. Buttons on the message give consumers the option to “shop now” or locate the nearest store to shop in person. InCircle is Neiman Marcus’ customer loyalty program which is accessible from within the app. We often see apps that are one or the other: content or commerce. NM app merges the two worlds, bringing the store to a user’s phone while giving them the chance to explore more than they ever would be able to in a physical store. It allows NM allows consumers to buy from within the app and check their account Shoppers are able to able to browse event schedules, new arrivals and promotions. As they browse, they can favourite products and even arrange for them to be placed in a dressing room ahead of arrival. They can also make appointments and leave messages for associates, and see which ones are on the floor. Sales associates are listed with their department, with icons next to their names so consumers can call, text, email or FaceTime with them right from the app. There is a also a Sales associates' version of the app which has tools designed to help them provide better service. They can view a shoppers' online and in-store purchase history, helping them better understand their preferences and suggest items that might compliment previous purchases. They can also see which products a customer has favorited. They will be notified when a preferred customer arrives in-store, accompanied by a Facebook photograph. Great example of customer receiving a personalized mobile experience that is second only to the walking in the store. http://www.luxurydaily.com/neiman-marcus-releases-mobile-app-that-blends-content-and-commerce/
- http://www.dnnsoftware.com/blog/how-copd-foundation-built-and-grew-its-branded-online-community
- Launched in January 2013, the HSBC Expat ‘Hints and Tips’ site is designed to help the bank engage with this audience early in their research process. The site contains over 1,000 tips by expats on all aspects of life abroad, from arranging accommodation and paperwork to making friends. The content is crowdsourced from expat individuals, expat bloggers, companies catering for expats, and HSBC’s own expat employees. Users can filter tips by country and category, and access more detailed articles. The audience spanned 58 countries in the first day and 132 countries in the first month, and has reached 174 countries to date, with a limited advertising budget. Objectives & Aims HSBC Expat provides financial services for people living abroad. With most people only considering banking late in their research process, the organisation wanted to engage with this audience earlier, establishing HSBC as a trusted source of information for people moving abroad. The organisation decided to harness the expat community to create useful ‘informal’ content for this niche audience. As expats use social for research, and HSBC has a successful Twitter presence (@expatexplorer), they promoted the site via Twitter (including promoted Tweets). Goals: ENGAGE WITH EXPATS Expats use the site and thus feel ‘helped’ by HSBC Increase @expatexplorer Followers Social shares / mentions ‘FREE’ CONTENT GENERATION Re-usable in other marketing campaigns Helps call centre have engaging conversations 'FREE' TRAFFIC/LEADS Improve SEO with relevant content, ‘back links’ Users progress to product pages, generate leads Implementation, Execution & Tactics The project was a collaboration between HSBC Expat and all its stakeholders. This included: Staff tips to demonstrate credibility Tips from corporates and blogger contacts The site also provided an environment for expats to share tips with each other. This was a cost-effective way to create re-usable content for other marketing activities. The content helped staff make customer conversations more engaging: “It makes building rapport a little easier,” said one employee. The project showed that even a huge global bank can engage with niche audiences and win customer affection with useful content: Working with Lynchpin, HSBC employees used Tableau to understand the effectiveness of the project, using interactive scatter graphs and animated heatmaps. Results Within two months of launch the following results were achieved: NON - FINANCIAL: ENGAGE WITH EXPATS 25,530 people had used the site. Site audience reached 58 countries in the first day, 132 countries in the first month, 174 countries to date with limited advertising budget. FINANCIAL - ‘FREE’ CONTENT AND TRAFFIC Crowdsourcing: 'free' creation of 1,086 tips on 66 countries (tips added by 0.75% of users) - cost saving: content has been re-used in other campaigns. SEO Organic search traffic up 30.92% Organic search leads up 52.14% Now rolling out with PAID SOCIAL (TWITTER) Cost per engagement 37% cheaper than target This is an ongoing “program”…not just a campaign…the essence of buillidng a longer term recurring relationship with an audience…
- Next Case study is about How Starbucks' is using mobile apps to improve loyalty and the customer experience. Starbucks apps have also evolved to include loyalty card facilities, so customers need only to check their mobile device to see how close they are to receiving a free coffee. Additionally, the apps include a store locator, a ‘drink builder,’ menus and nutritional information about food and drinks available. The app offering from Starbucks is pioneering the development of mobile devices as a way for customers to pay for goods, as well as interacting with the business and receiving a great mobile experience. The Starbucks app is the most popular mobile payment facility in the US, reaching 9% of Android and iOS users. Starbucks is also looking to streamline their process even further by removing most of the interaction between customer and barista. With a new feature called "Mobile Order & Pay," Starbucks allows customers to place an order on their mobile device and pay for it before they ever step foot into their local coffee shop. It’s pretty simple…what’s the biggest problem at starbucks…the wait (that is if you’ve come to terms with 6 dollar coffee)…so their app goes right at their top problem. That’s how value is built. https://econsultancy.com/case-studies/how-starbucks-mobile-apps-are-improving-loyalty-and-customer-experience