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.

1. Episerver
How to improve Key Performance Indicators in
CMS Websites

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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. Episerver
Ed Kennedy
Senior Director, Commerce at Episerver
Over 100 Commerce platform
implementations
Responsible for product strategy &
commerce adoption at Episerver
@CommerceEd

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. Episerver
Vital Signs
of your
Digital
Experience

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. 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. 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. 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)

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WHAT TO MEASURE / WHY TO MEASURE / HOW TO MEASURE
What to measure / Why to measure / How to measure
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1 2 3
4 5

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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?

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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. 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:

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Dri
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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:

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Western Digital
Find – Select - Buy

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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

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American
Standard
B2B / B2C

19. Episerver
Microsoft
Buy – Use – Support - Advocacy

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. Episerver
Data Telemetry – Optimize the Journey

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Plot the Metrics – Data Driven Decision
Making
Drive optimization by measuring key actions and map the
values
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62 74
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67 72
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64 71
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65 69
61
63 68
100
100

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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

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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.