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How to Improve Key Performance Indicators in CMS Websites

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How to Improve Key Performance Indicators in CMS Websites

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Many digital marketing executives need to understand how digital experiences will translate into business value before investments can be made. Do you have a good understanding of how you’re going to grow? Increase traffic? Improve form completions? Add eCommerce capabilities? What about time on site? In this session, Ed Kennedy of Episerver and Kristine Stebbins of Hero Digital will introduce the Episerver Digital Marketing ROI Model that identifies the most common metrics that are improved with a digital marketing initiative and what capabilities improve these metrics.

Many digital marketing executives need to understand how digital experiences will translate into business value before investments can be made. Do you have a good understanding of how you’re going to grow? Increase traffic? Improve form completions? Add eCommerce capabilities? What about time on site? In this session, Ed Kennedy of Episerver and Kristine Stebbins of Hero Digital will introduce the Episerver Digital Marketing ROI Model that identifies the most common metrics that are improved with a digital marketing initiative and what capabilities improve these metrics.

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How to Improve Key Performance Indicators in CMS Websites

  1. 1. Episerver How to improve Key Performance Indicators in CMS Websites
  2. 2. ©2017,confidential.©2018,confidential. 2 Kristine Stebbins Managing Director CX Strategist HERO DIGITAL Ascender Partner of the Year Kristine.stebbins@herodigital.com I am relentless in pursuit of crafting amazing customer experiences that create value for my clients and have a positive impact on the world. “
  3. 3. Episerver Ed Kennedy Senior Director, Commerce at Episerver Over 100 Commerce platform implementations Responsible for product strategy & commerce adoption at Episerver @CommerceEd
  4. 4. Episerver What we will cover 1. Vital Signs of your Digital Experience 2. What to measure? 3. Practical Examples 4. Recommendations 5. Q&A
  5. 5. Episerver Vital Signs of your Digital Experience
  6. 6. Episerver Leads are down 10%Sessions are down 15%Time on Site is down 5% What kind of case are you dealing with?
  7. 7. Episerver Symptomatic Diagnostic • Big picture • Measure broad business performance • Points you in the right direction • Requires further analysis • Specific • Measure stages in customer journey • Isolates the root cause • Requires analysis and a hypothesis
  8. 8. Episerver Use Diagnostic Metrics across the Customer Journey Discover Page Authority Browse Sessions with Search Decide Sessions with Product Views Buy Sessions with Checkout Use Return Rate Advocate C Sat Scores Sessions Time on Site Average Order Value Conversion Rate Revenue Net Promoter Traffic by Source & Device Page Speed Product Comparison Store Locator Call Center Volume UX Surveys
  9. 9. Episerver Episerver Recommendations 1. Do whatever Kristine says 2. Centralize customer profiles with Episerver Insight 3. Replicate Personas in Episerver with Visitor Groups 4. Use AI Personalization to scale beyond core-segments (Episerver Perform & Advance) 5. Use Episerver Commerce Catalog to deliver online product experiences (even purchase isn’t possible)
  10. 10. ©2017,confidential.©2018,confidential. WHAT TO MEASURE / WHY TO MEASURE / HOW TO MEASURE What to measure / Why to measure / How to measure 1 3 54 1 2 3 4 5
  11. 11. ©2017,confidential.©2018,confidential. Outside In: ‣ Always start with the customers wants, needs and goals – which metrics are associated with customer needs Design with the end in mind: ‣ Which metrics will guide you in the future to evolve the experience? Think Omni: ‣ Which metrics you track across multiple touch points online and offline Know me: ‣ Personalize/Localize the experience in a way the competitors cannot - how to measure? What to Measure?
  12. 12. ©2017,confidential.©2018,confidential. What to Measure 1. How well do you understand your customers behaviors? 2. How do you visualize your dashboard? 3. How will you track those measurements? 4. Set measures and test 5. Establish a baseline and track from there
  13. 13. Episerver Personas Help To Focus Measures Degrees of Personalization ‣ Born out of existing marketing segmentation ‣ Based on existing customer insights ‣ Combined with predicted customer behavior Assumptive Persona: ‣ Updated with latest marketing segmentation ‣ Refined based on client guidance ‣ Validated through research Researched Persona: ‣ Personalized with customer data ‣ Analyzed against customer behavior data (CMS, CRM, etc.) ‣ Optimized experience and results through CX Design Dynamic Persona:
  14. 14. ©2018,confidential. Dri 14 Dynamic Personas Feed Personalization Drives ROI To get to real time personalization we convert “assumptive personas” to “dynamic personas” Degrees of Personalization ‣ Born out of existing marketing segmentation ‣ Based on existing customer insights ‣ Combined with predicted customer behavior Assumptive Persona: ‣ Updated with latest marketing segmentation ‣ Refined based on client guidance ‣ Validated through research Researched Persona: ‣ Personalized with customer data ‣ Analyzed against customer behavior data (CMS, CRM, etc.) ‣ Optimized experience and results through CX Design Dynamic Persona:
  15. 15. ©2018,confidential. Western Digital Find – Select - Buy
  16. 16. ©2018,confidential.
  17. 17. ©2018,confidential. Happy Paths Provide a Detailed Map of What To Track Customer Experience (CX) is focused on the collective experience a customer has with the company UX CX UX UX UX ‣ Brand Experience ‣ Messaging Hierarchy ‣ Value Propositions ‣ Customer Segments ‣ Customer Personas ‣ Customer Journeys ‣ Behaviors online and offline User Experience (UX) is focused on the experience a customer has with a product, the website, an app, etc. ‣ Information Architecture ‣ Interaction Design ‣ Visual Design ‣ Template Design ‣ Product Design ‣ App Design ‣ Usability
  18. 18. ©2018,confidential. American Standard B2B / B2C
  19. 19. Episerver Microsoft Buy – Use – Support - Advocacy
  20. 20. WINDOWS SUPPORT PERSONA PROFILE TECH SETTER Support Advisor To • 61% Friends • 44% Spouse/SO • 39% Co-workers 60% 40% 1 2 3 4 5 6 7 Internet Search Online Forums Online Chat Phone Customer Support Online Video Online Video Online Video Online Chat Retail Store Phone Customer Support Email Customer Support Support Sequence They use a multi-platform support environment so enabling them to move from screen to screen easily while resolving an issue is key. Help them by providing “mobile optimized” self service options across all touchpoints and enable them to share the knowledge they gained as a support advisor to others. Internet Search is their way in and online video content is what they are looking for. However, they are open to drawing support from a broad collection of sources. Help them by providing information about more complex technological issues, in addition to common fixes, to enable them to self-serve more and more. Tech Setters are very engaged and involved with technology. They prefer to solve technology issues by themselves and tend to resort to customer support as the last option. Help them by providing detailed information using a variety of sources that also explain the nature and causes of the issues to prevent them from happening again. They are more willing to pay for issues which they cannot fix on their own like coverage against hardware/parts related issues, and general wear and tear issues – but a broader opportunity exists to sell them a full suite of support services. Help them understand the suite of support services available within context – e.g. as a means of solving an issue they have not solved on their own or hardware protection if issue is hardware related. Support Touchpoints 34% 30% 28% • 59% gain satisfaction from successful self service • 33% prefer to self service Support Content Information Provided Support Mindset • Detail Oriented Willingness to Pay 33% generally spend a lot of time looking for solutions 42% are frustrated when on hold for customer service 13% Reoccurring support charge 33% Hardware protection Support SEO Online Videos Online Forums 33% 18% 18% 15% 14% 9% 8% 8%
  21. 21. Episerver Data Telemetry – Optimize the Journey
  22. 22. ©2018,confidential. Plot the Metrics – Data Driven Decision Making Drive optimization by measuring key actions and map the values 100 56 62 74 52 67 72 58 64 71 59 65 69 61 63 68 100 100
  23. 23. ©2018,confidential. Measurement Plan Roll Out Measurement Rollout Program Review Engagement Goals and Optimize Launch Campaign and Track Goals Configure Episerver Campaigns & Goals Set Campaigns / Which part of journey measured? Identify visitor segments/Personas Establish Measurement Goals
  24. 24. ©2017,confidential. 24 We are a Customer Experience Company. delivering across the experience channels. Over 100+ experience experts across 4 offices, Engineering Design Strategy Analytics Marketing Services ©2018,confidential.

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