7 Habits of Effective Sites in Asia Pac

Sitecore. Compelling Web Experiences

Seven Habits of Highly Effective
Web Sites
Cuneyt Uysal, Regional Manager Southeast Asia
cuu@sitecore.net

Page 1 www.sitecore.net


You will take away
 Understanding of the 7 Habits
 Clarity about how to
determine where your team  Mazda
should focus  Manchester City
 Learn how to put the habits  Blackmores
into practice  APEC
 Panasonic
 Real-world examples of  The Knot
companies „living the habits‟  JetStar
on their web sites today



Introduction to Sitecore

 Sitecore in brief
 References



Clients with US$ 1 billion+ Revenue



Selected Asia Pacific References



Introduction to the 7 Habits
 Steven Covey‟s book, “The 7 Habits of Highly Effective
People” (Simon & Schuster, 1989)
 Apply the same rules to your web site
 Your web site is a mechanism to build and grow an
online relationship with your audience



The Value Gap
If you had a resource that could…
 Increase customer retention
 Increase qualified leads
 Create more loyal and repeat customers
 Lower customer support costs

Would you make use of it?



Most Web Sites are Untapped Resources
Many organizations fail to harness the potential of customer
facing sites to:
 Improve customer retention/relationships
 Test marketing effectiveness
 Increase lead generation
 Generate customer self service
Due to consumerism elsewhere, customer expectations
continue to rise



Audience Poll…
What prevents you from doing this today?
 We don‟t have budget
 We don‟t have the right people in place
 Our technology platform has limited capabilities
 We don‟t have a good understanding of our customers
 We don‟t have the time
 We‟re not sure where to focus



1. your customers
Page 10
are in control
www.sitecore.net


Habit #1 Your Customers Are in Charge
Listen and respond to your customers‟ needs
 Learn how to listen
 Optimize for what your customer wants to do
 Analytics only tell part of the story
 Engage focus groups, surveys and your online user community

The customer is always right
 Become adaptive - Learn and evolve
 CMS to the rescue
 Prioritize high value content (that user behavior shows you)

Why it matters
By creating a customer centric website:
 More loyal customers (goodwill)
 More repeat customers
 Lower support costs per customer



Blackmores – The Customer Intimacy Journey

2005/06 2007/08 2009 

MASS TARGETED 1-TO-1

Personalisation / Relevance:
Low High

Audience:
Broad Narrow

Relationship Depth:
Shallow Deep



Relevance combats drop-offs



Blackmores - Personalisation & Community



Blackmores Today – A vibrant natural health community

 286,000 members  The post-event videos were watched a
total of 127,957 times even though only
 120,000+ unique visitors/month 32,007 people actually ran the race
 4 customer segments
 3,000 sign-ups to social media groups
 Online communities
from Blackmores Sydney Running
 Blogs Festival links
 Blackmores TV  36% survey response rate
 Facebook  34% greater spend Members vs. Non-
members (Membership attracts
 Twitter
advocates)
 YouTube
 Net Promoter Score of 79 amongst
 Personalisation advocates


2. be consistent



Habit #2 Implement Your Site
Goals with Consistency
Not as obvious as you think
 Most sites still behave like single dimensional marketing literature
 Create targeted (segment based) calls for action
 Leverage the advantages of the web, speak to who they are
 Guide users where you want them to go
 Remember: different types of users will react differently and plan for it

Ask yourself…
 What should users achieve on this site?
 What different types of goals do they have?

Why it matters
 Provide focus and direction into every piece of content and functionality
 Higher conversion rates (leads, transactions, self service, etc.)



Page 19
3. balance
www.sitecore.net


Habit #3 Balance User Experiences with
Site Goals
Prioritize Your Customers‟ Experiences
 User experience must win out
 Create value for your customers
 Provide what they need, or what they didn’t even know they needed
 Align their needs with your desired outcomes
 Make your customers a part of the experience

Why it matters
 Increased customer retention
 Lower cost of doing business with customers
 Word of Mouth (WOM) marketing



4. deliver value


Habit #4 Deliver Value to Your Web Visitors
Provide value
 Deliver value back to customers;
 Understand what they need and deliver it quickly
 Demonstrate utility of the information they provide

Why it matters
 Creates stronger collaboration habits with customers
 Builds goodwill with customers
 Stronger customer relationships for increased customer retention



Insert replacement for
Accountants



5.don’t ignore problems


Habit #5 Be Honest – What is and is Not
Working
Examine and evaluate what does not work
 Find the holes
 Identify what customers seek, but can’t find
 Elicit feedback and communicate back
 Offer expertise

Why it matters
 Help your customers learn how to do business with you
 Lower customer support costs



Insert Search report showing
zero result searches



Can you improve your Web Forms?



6. dialogue


Habit #6 Create Ongoing Dialogue with Your
Customer
Create an ongoing conversation with your customer
 Use personalization to have an ongoing dialogue
 Episodic marketing can expand customer relationships
 Put your customer community to work for you
 Bubble up ideas and product feedback from customer community
 Build trust and confidence using your community

Why it matters
 Creates value for the customer
 Greater customer intimacy / Loyalty
 Expands the customer relationship
 Deeper understanding of customer needs



Audience Poll…
Which social channels have you integrated with your web
site?
 Twitter
 Facebook
 LinkedIn
 YouTube
 Unsure
 MSN
 QQ
 Flickr
 Other
 None


7. sharpen

the saw



Habit #7 Sharpening Your Web Site’s Saw

Renewal Techniques that work:
 A/B Split testing
 Multivariate testing

Marketers love metrics
 Use test and control mechanisms to analyze marketing effectiveness
 Learn what is working and what is not
 Prototype the customer response to new messaging and imagery

Why it matters
 Actionable knowledge of what is working on your site
 A low-cost channel for measuring marketing effectiveness



The Seven Habits
Your Customers Are in Charge
Implement Your Site Goals With Consistency
Balance User Experiences With Site Goals
Deliver Value Back to Your Customers
Be Honest – What is and is not working
Create an Ongoing Dialogue with Your Customer
Sharpen Your Website‟s Saw



Putting the Habits to Work

Demand more from results from your Web site
Extract more value by implementing these seven habits
CMS and Search Technologies can support these goals



Q&A
Addition information can be found at:
www.sitecore.net

Follow up questions please contact:
Cuneyt Uysal
cuu@sitecore.net


7 Habits of Effective Sites in Asia Pac

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