In this presentation, experts from Acquia, Mediacurrent and Lingotek share best practices to maximize the User Experience (UX) of your website

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Presented by:
Your Guide to Understanding
the ROI of UX

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Agenda
● Introductions
● User Experience Defined (Key Insights and Challenges)
● Personalize the UX
● Localize the UX (Translations)
● Q&A

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Atlanta Executive Roundtable Series
Th Third QuarterFirst Quarter Second Quarter
Web Accessibility,
Open Source and Your
Digital Presence
March 1, 2017, Atlanta
Tech Village
Nikhil Deshpande and
Kendra Sheene:
Georgia.Gov Case Study
(Recording available)
Your guide to
understanding the ROI
of UX
June 13, 2017, Flemings
Steakhouse
Ron Lingerfelt, Acquia
and Steven Larsen,
Lingotek. Topic chosen
from survey of 50+
Executives
TBD
September, 2017
Please complete our survey:
we value your input and
feedback!

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Josh Linard
Vice President
Mediacurrent
Introductions
Vice President, Mediacurrent
Deliver best-in-class Digital and User Experiences
across multiple verticals since 2007
Focus on Digital Strategy, UX Design, Website
Architecture using Drupal
20 years Website development & Digital strategy
Reside in Atlanta, GA

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Introductions
Digital Strategy, Content Marketing, UX/UI Design,
Process for understanding your audience
Data capture and Personalization technology to
fulfill your appetite for innovation and surpass your
customers’ expectations.
Networked translations for delivering UX in a way
that can be universally consumed

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Common UX Challenges
1. How do we create a website site that serves
all customers and stakeholders?
1. How do we meet the demand of increasing
use of mobile devices by target customers?
1. How do we reach a wider audience and
generate more revenue?
1. How do we target users with the right
content at the right time?
1. How do we leverage CMS, Marketing
Automation and CRM to drive user
satisfaction
Solutions
Conversion Path Optimization & Content Personalization
Mobile-First Design
Search Engine Optimization & Lead Generation Strategy
Content Strategy & Editorial Calendar
Marketing Automation Integration
Introductions

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Experience

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Why is User Experience so
important?

9. 2017: This is What Happens in an Internet Minute
9

10. 156 million emails per minute =
8.19936e+13 per year
(moves from math to physics)

11. By 2020, customers will manage
85% of their relationships
without talking to a human

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How do you define UX?

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● UX is User Satisfaction:
○ Ensure users can do what they want
to do
● UX is “Humanizing” technology
● UX as a Process:
○ The cost of fixing an error after
completion is 100x more than fixing
it prior to completion
● UX as KPIs:
○ Conversion rate
● 1.4 Trillion lost in ecommerce
(abandoned order due to a too
long / complicated checkout
process or because they
needed to create an account)
UX Defined

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UX Defined
Not “Website Statistics,”
“UX performance metrics”
● Page load times
● Bounce rate
● Session Duration
● Number of pages visited
● Mobile UX Score
● Conversion rate

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OMTM: One Metric That Matters
(what can you remove and still keep OMTM in place)

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Resistance
As they were starting out in the summer of 2008, the founders needed a way to raise
money. They bought a ton of cereal and designed special election-themed boxes, released
that fall-- Obama O’s and Cap’n McCain’s, which they sold at convention parties for $40 a
box, helping them to raise around $30K for Airbed & Breakfast.

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Photographers
10 million
8 million
6 million
4 million
2 million
2008 2009
2010 2011
2012

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UX: Who’s doing it right?
● Build Trust in the brand and offering
● Deploy modern design principles
● Don’t think in terms of customers - think in
terms of fans of your brand
● Rely on Data
○ Process based on the user’s expressed
needs and feedback
○ Use Personas as a guiding light

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User Personas

21. 63% of marketers optimize sites based on intuition and best practices
- CrazyEgg

23. “If you want to offer products or services that have
value for your customers, you must first make the
effort to understand what customers consider
valuable.”
UX Storytellers

24. User personas are examples of the real
people who make decisions on your site.
They lay the groundwork for UX, design and
content.

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UX: User Personas
● Know your customers and Stakeholders
o Define Primary User Personas
o Develop the personas:
 Problems and questions you
can solve
 Desired experience
 Information sources
 Likely workflow and user
journey
● Collaborate with the UX team on
conversion path optimization and CTAs
targeted to the persona.

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UX: User Personas
● Through Persona research, uncovered that
the #1 Problem and question from both
Students and Parents was “What is the job
placement rate?”
● Made Job Placement Rate predominant
on their Homepage
● Bounce Rate decreased by 31.72% in
first 60 days
● Strongest spike in Applications in more
than a decade

27. ROI of UX

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ROI of UX: Where do we look?
Benefits of having a UX-focused culture and strategy:
1. Increase in revenue
1. More efficient operations
1. Lower risk of the pursuing or developing the wrong idea

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ROI of UX: Target Audiences
1. Employees: What initiatives have you started that are pushing streamlined operations
forward?
2. Potential Employees: Where does an improved job application process fall on your priority
list?
3. C-Suite: What tools are you using to communicate your ideas, to make your business case?
How are you showing progress?
4. Global Scale: Are you localizing content? Are you working to make your workplace and digital
experience more Accessible?
5. Customers: What initiatives have you taken to improve how customers interact with your
company or organization (Customer Journey). Have you covered all the angles?

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88% of online consumers are less likely to return
to a website after a bad experience - The Gomez
Report

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Personalization:
Optimizing UX

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Speaker
Ron Lingerfelt
Southeast Enterprise
Acquia
Regional Director
Leading provider of cloud-based, digital experience
management solutions
Our platform enables organizations to offer
contextually relevant experiences across
channels, deliver new digital capabilities faster,
and gain the agility to continuously innovate.
Reside in Atlanta, GA

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Customer expectations are higher than
ever.
Digital touchpoints
unified.
Personalization is
growing requirement.
Trends Impacting Marketing
KPI’s: Bounce Rate, Conversions, NPS, Lead Influence, etc.
Real-time experiences
are essential.

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Trends > Challenges for Digital Marketers
Getting visibility into
every stage of buyer’s
journey across all
marketing properties
Creating impactful and
delightful experiences
for buyers
Driving more value out
of silos of marketing
content
PROFILE
DATA COLLECTION
CONTENT
DISTRIBUTION
PERSONALIZATION
Trends

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Personalization is a Data Challenge for Marketers
Unable to personalize
because of inability to link
data across disparate
technologies
eMarketer 2015 “Marketers Stuck on Basic Data for
Personalization”
40% 80%
Don’t understand customers
beyond basic data
96%
Challenging to bulid a
comprehensive, single view of
a customer

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Trends > Challenges > Impact on Business
Inaccurate metrics,
unfocused view of the
customer journey
Stagnating the buyer’s journey,
(or worse) frustration and
abandonment
Manual & duplicate
work, inconsistent
brand experience
PERSONALIZATION
PROFILE
DATA COLLECTION
CONTENT
DISTRIBUTION
Trends

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Turns out, these are all interrelated
PERSONALIZATION
PROFILE
DATA COLLECTION
CONTENT
DISTRIBUTION
Taking a holistic strategy optimizes the results.
Trends
A uniquely holistic approach that optimizes the results

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Lift Optimizes User Experiences (UX)
A uniquely holistic approach pulls it all together

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Typical Customer’s Journey
Prospect CustomerCustomer Journey
Google
Search
Location
Device
Type
Register for
webinar
Download
Whitepape
r
Clicked
Link
Searched Download
case study
Download
case study
ROI
Calculator
Request
Demo
Content Content Content
$

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Customer
Our Approach to Personalization
Prospect
LIFT
Profile Manager
Buyer Profile Data
Content Hub
Content
Experience Builder
✓
Segmentation / Rules
Customer Journey
Faster time to ‘Win'
$

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APIAPI
Lift in the Marketing Ecosystem
Profile ManagerContent Hub Experience Builder
LIFT
Content
✓
Personalization
MVT & A/B
Testing
Tools
Profile DataRules
CollectVisitorActivity
Digital Marketing Properties

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Organizations Leveraging Lift
Content Syndication Personalization
Profile Data
Management
LIFT
Content Hub Experience Builder Profile Manager

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Challenges
Poor Customer Engagement
- Internal teams struggled to publish their own
content and unify visitor data into an
actionable profile
Disjointed Digital Strategy
- BAC struggled to establish a cohesive,
omnichannel customer journey
Lack of Technology
- Without implementing a CMS and
personalization solution, it was impossible to
deliver a customer-centric experience on the
BAC website

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Results
- 140% Increase in organic traffic
- $13M Differential profit since rolling new site
- 101% Increase in sales
- 42% Increase in customer engagement
- Drupal CMS integrated with Online Banking
Platform and preferred CRM
- Acquia Professional Services for definition and
execution of omnichannel customer
experience
- Acquia Lift for data collection for
establishment of audience segments
- Acquia Lift for creation and delivery of tailored
online customer experience

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Digital Transformation & Cultural
Relevance

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Speakers
Steven Larsen
Regional Director
● Southeast Region Sales Director
● 1st Cloud-based Translation Management
Network providing world class speed, quality
and customer experience
● Digital Transformation and Cultural Relevance
Expertise
● Resides in Salt Lake City, Utah

47. TM
Content Growth
Digital Content
2005 2010 2015 2020
TODAY
500
400
300
200
100
-
Millions

48. TM
90%
of the world’s data has been
created in the last 2 years.
-Baseline 2016

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87%
of the Global Market is Non-
English Speaking
72.4%
require CX in their own language

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Houston Demographics

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Digital Blind Spot
Investment$$
Mktg.
Automation
SEO
Social
Cross Channel
WCMS
eCommerce

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150%more likely to increase
revenue when localizing
-Common Sense Advisory
Localization
The most localized
companies are
leaving everyone
else behind.
CX
Top-Line Growth

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A 10% increase
in content accessibility
results in $65.8M
of net income
for the typical F1000 company
Source: Baseline 2016
10% =
$65.8M

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Digital Shift - Cultural Relevancy
“François-Henri Pinault—the French billionaire and chief executive of luxury
conglomerate Kering Co., whose brands include Gucci and Saint Laurent—
described “a real reallocation from what we spent on print to the internet.”
Mr. Pinault estimates that Kering spends 35% to 40% of its communication
budget on digital, compared with 15% to 20% some 18 months ago.“ If we
were to launch a brand today, all the communication to start would be
online,” he says.”

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Old School Translation …the hard way

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Company Overview

58. Platform Approach
Audio Files Social MediaEmail CampaignsVideo Subtitles
e-Commerce Software UICode RepositoriesWebsites
Knowledge BasesPublications
Aggregate
Content
Centrally
Syndicate
Content On
Demand
Networked
Translation

59. Continuous Localization

60. TM
“Lingotek reduced our
annual translation costs
by 33% and improved
our project turn around
time by 55%”
CA Technologies, 2015

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Experience
U.S. Federal
Government

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Questions?