Post on 16-Jul-2015
transcript
Sandra White
Business Optimisation Consultant - Sitecore
Web psychology and customer experience
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Web psychology:
“The empirical study of how online environments influence our attitudes and behaviours”
Nathalie Nahai, The Web Psychologist
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Experience matters
Being treated as an individual is cool
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Personalisation even makes business sense
Not on the High Street
2 founders in 2006 to 120 employees today
Recession-defying
The prize?
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Customer experience translates to the bottom line
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The data’s all there
www.informationisbeautiful.net
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“Data is the new oil?
No: data is the new soil”
David McCandlesswww.informationisbeautiful.net
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“Information is not knowledge” Albert Einstein
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Disconnected
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DisconnectedSystems
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DisconnectedData
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DisconnectedCustomers
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Losing sight of Customers
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Data is your starting point
ACTANALYSETo drive business
decisions
AGGREGATETo define new relationships
COLLECT & CONNECTData from across your organisation
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And you need a system that supports you
Integrate with business systems or other sources
Collect and Connect actionable customer data
Analyze, get insight, make decisions and automate
Manage content, information and assets
Personalize messaging across all channels
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Know every customer
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Act on what people do
Sitecore holds data at visitor level
Every visit, interaction, goal, outcome
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Segmentation
Segment anything in the experience database to quickly and easily deliver personalised cross channel experiences
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Personalisation
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Testing everything
One click and advanced testing
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Some examples of brands doing it right and reaping the rewards
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Michael O’Leary Ryanair
“EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said on Thursday, as he launched 12 new routes from Stansted.
“We can learn from the bits they have done well”
The TelegraphFriday 29, November 2013
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Using search or GeoIP data, Sitecore now dynamically personalises the easyJet home page for eachvisitor – showing flights from their nearest airport, plus imagery and content that appeals to their previousbehaviours. The homepage shows live pricing for relevant flights from a local airport –showing easyJet’slow-cost credentials, and with a click –the visitor can add those flights to their basket.
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Budget airline joins FTSE 100
The Luton-based firm is the London market’s 82nd
largest company and will earn a place among the ranks of blue-chip companies
8:11pm UK, Wednesday, 6th March 2013
Website goes live
FTSE 100
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Sales conversions increased by 5% within 30 days of launch
Average passenger spend on seat and ancillaries also increased by £1.64
EasyJet changed the market…more quickly followed
Nissan
Personalisation by adword
Build your dream car –automated, personalised completion prompts
150% increase in test drives
Australian Super
On-site browsing behaviour combined with detailed member profile
Secure area adapts according to life stage and investment type
300% increase in log in and self service
Rotman Business School
Use geo-targeting to identify overseas students
Messaging adapts to address their specific concerns
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Quality and relevance make the difference
Sites adapt, visitors have a positive experience –measurable improvement seen
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Over 4,000 customers are thinking this way
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Thank you!