Managing the Site Experience discusses optimizing the customer experience on a company's website. It outlines the four quadrants that must be done right: offers, functionality, creative, and content. Examples are provided of how-to videos, a holiday guide, and home page evolutions that balanced these elements. There are also parallels drawn between online and offline retail experiences. Personalization is highlighted as changing the customer experience by tailoring it to individuals. The key takeaways are to identify the customer experience wanted, in-source crucial talent, and prepare for personalization.

1. Managing the Site Experience
Rich Lesperance, Director Web Sales & Operations
The contents of this communication may not be reproduced, published, or disclosed to others without express authorization of Circuit City Stores, Inc.

2. Agenda
• 4 Quadrants of the Customer Experience
• Real-life Examples
• The Impact of Personalization
• Conclusion
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

3. Running the Site
Credit / Marketing
Financing
Call Center Legal
Analytics
Merchants
SITE
Strategy Usability
Retail
Creative Gift Card Stores
Team
Challenge: Without process and a vision, there is chaos
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

4. The 4 Quadrants:
4 Things We Have to Do Right
I. II.
Offers: Functionality:
Have the right Make the site
products and easy to use.
promotions.
III. IV.
Creative: Content:
Engage customers Answer all their
with your brand. questions.
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

5. Offers: Products and Promotions
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

6. Functionality: Make the site easy to use
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

7. Creative: Engage them with your brand
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

8. Content: Answer their questions
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

9. The 4 Quadrants:
4 Things We Have to Do Right
I. II.
Offers: Functionality:
Have the right Make the site
products and easy to use.
promotions.
III. IV.
Creative: Content:
Engage customers Answer all their
with your brand. questions.
9
Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

10. Example: How-To Videos
Customers who
watched the video
had higher
conversion rates
and purchased
12% more
accessories
Offerings: Functionality:
• Which products are the best • What is the ideal length?
fit for how-to video? • Where should we place the
• Which accessories are they video?
most likely to buy? • How should it be displayed?
Creative: Content:
• How should the video convey • What unanswered questions
our brand? do customers have?
• Should we film in a studio or • How does video complement
a store? current content?
• Should we hire actors or use
internal experts? 10
Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

11. Example: Holiday Guide
42-fold
increase in
sales Y/Y
Creative
style guide
standardized
across the
company
Functional /
Operational
modules
Offer
Module
Content
Modules
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

12. Example: Home Page Evolution
2005
Offer-centric
2007
Better navigation,
more content,
reduced offers 2008
Improved balance
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

13. Example: Home Page Evolution
New &
improved
functional
elements
Creative is
simplified
Offers for
“deal-
hunters”
Content
space for
“learners”
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

14. Parallels between e-tail & retail
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

15. Parallels between e-tail & retail
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

16. Parallels between e-tail & retail
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

17. Personalization changes everything
Customers who
had a personalized
home page offer
were up to 10%
more likely to
complete a
purchase
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

18. Personalization changes everything
Personalization opens up the flood gates
From one-to-many to group-based personalization, and eventually 1x1
Offers Functionality Offers Functionality Offers Functionality Offers Functionality
Creative Content Creative Content Creative Content Creative Content
browser learner buyer post-purchase
Just imagine if your site experience was personalized based on
• Other websites you visited
• Your visits and purchases in a brick and mortar store
• Whether you called our 800 number
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

19. 3 key takeaways
• Ensure you have identified the type of experience
your customers want from you
• In-source the talent that is most crucial and create a
strong internal process to enable your strategy
• Get ready, personalization will change everything
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.