The Shock and Awe of Incremental Website Changes - TSO Case Study

transcript

THE SHOCK AND AWE OF INCREMENTAL WEBSITE

IMPROVEMENTS

Toronto Symphony Orchestra Case Study

Agenda1. Intro2. About the TSO3. ‘Digital First’ culture change4. TSO.ca case study5. Take homes

“The TSO is implementing a ‘Digital First’ marketing strategy,

and we’d like your help.”

It’ll be INCREDIBLE!It’ll soar like an eagle

in outer space!*At launch!

2013 design for the home page

Tessitura TNEW had been implemented for eCommerce

Since July 20151. Small changes to the existing site2. Responsive visual redesign3. Added “Live Chat”4. Tweaked some pages5. Canada 150 microsite6. New people

online sales as a percent of total ticket sales

July, 2015

Oct, 2016

January, 2017

15% 60% 76%

CONTEXTTSO Case Study

“DIGITAL FIRST” CULTURE CHANGEin theory

Digital FirstMarketing Benefits

• Fast, qualified reach• Audience segmentation• Cost efficient• High frequency ad exposure• Reduced transaction friction

Team Goals• Move fast

• Cost-effective

• Act on data

• Inter-team relationships

• Closer to Customers

Benn Weiss and Max Kalehoff, “Why your marketing strategy should lead with digital”. http://socialcode.com/thought-leadership/blog/digital-first-marketing/

What happens IRL• Audience expectations are always changing, so the digital

offering must continue to change• All staff are now on the digital team• Technology is probably the least of your worries

The gap between knowing and doing is revealed.

“The reason strategy execution is often glossed over by even the most astute strategy consultants is because primarily it’s not a strategy challenge. It’s a human behavior one.”

~ Peter Bregman, “Execution Is a People Problem, Not a Strategy Problem” in HBR Jan 04, 2017

TRUST = INFLUENCETSO.ca Case Study

Six Principles1. Reciprocity2. Commitment and

consistency3. Social proof4. Authority5. Liking6. Scarcity

Helping people be right is more productive than proving them wrong.

23% bounce

18% bounce

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Helen Julianne Taylor

THE LONG GAMETSO.ca Case Study

Launch.

47% did not

52% did not

28% bounce

18% bounce

Credit: Demetri Martin

JUST KEEP SWIMMINGTSO.ca Case Study

28% bounce

23% bounce

February, 2016

June, 2016

January, 2017

Pogo-ing from Home to Concerts to Home

DAY-TO-DAYTSO.ca Case Study

“How is this reflected in the analytics?”

“What’s your goal? How will you know if you’ve reached it?”

“What do we know from our audience research?”

“What have we heard from Patron Services”

HITTING STRIDETSO.ca Case Study

Let’s work it out. I’ll grab everyone and we can talk in the meeting room.

So… the navigation concept (that we spent 6 weeks on) won’t work.

What if we do this… or this… how would that flow work?

Let’s test it.

“We need better, actionable metrics.”

TAKE AWAYS

Leaders who lead organizational change, at any level, are implicitly dealing with the act of changing themselves.

~ Dr. John Maeda

Take Aways1. Know the business context.2. Build trust with the team.3. Pick your battles. Remember the long game.4. Drive incremental action based on data.5. Reinforce day-to-day customer-centric decision making.6. Get out of the way.

Thank-you@moragj