Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend. This is a presentation I gave at Ad:tech in April 09. It details how websites can be improved to maximize advertising investment.
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Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend
1. Sitecore. Compelling Web Experiences
Beyond the Landing Page-The 7
Habits of Maximizing Web Site
Advertising Spend
Darren Guarnaccia, VP Product Marketing
DG@sitecore.net
Page 1 www.sitecore.net
2. Sitecore. Compelling Web Experiences
About Sitecore
Leading provider of enterprise-class .NET web content management and portal
software for mid-to-large organizations
Presence
San Francisco, Portland, Boston, Copenhagen, London, Munich, Amsterdam and Brisbane
Stability
Profitable since inception in 1999, same owners, same vision and same technology (.NET)
Customers
Over 1600 client installations managing over 20,000 web sites worldwide
Recognized
Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft
Gold Partner
Gartner “Cool Vendor in WCM” 2008
Gartner WCM Marketscope rating: Positive
Supported
Over 450 Sitecore Certified Partners worldwide, with over 150 in North America
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4. Sitecore. Compelling Web Experiences
Did you hear the news?
Advertising is dying…
TV viewing is declining and time shifted
People are better than ever at ignoring ads
People want what they want, and not much else
Newspapers and magazines are dying out…
Our credibility is at an all time low
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5. Sitecore. Compelling Web Experiences
Did you hear the news?
Add in the new statusphere and attention economy
We don’t own our own brand
Long tail society
Segmentation isn’t enough anymore
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6. Sitecore. Compelling Web Experiences
Most Web Sites underperform
Many organizations do not live up their potential to convert
advertising traffic
Advertising is growing more expensive
Delivering weaker results
Advertising spend is not yielding residual value
Attention fragmentation undermines CLV
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7. Sitecore. Compelling Web Experiences
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
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8. Sitecore. Compelling Web Experiences
What can we do?
We can improve how our websites maximize our Ad spend
Improve ad conversion
Improve our spending decision processes
Increase residual value of advertising
Re-engage with customers on a long-term basis
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9. Sitecore. Compelling Web Experiences
Habit #1 Deliver what the customer expects
with continuity of messaging
Landing pages need to deliver on the ad’s promise
Copy and calls to action must be in line
Offer expertise based on the ad’s subject
Engage the user and build trust quickly
Start looking for the problem
Keep telling the story as they move deeper into your site
Consistently message to the user throughout their experience
Uncover the customer needs and deliver solutions
Benefits
Reduce bounce rates
Increase conversion rates
Build credibility with prospects and customers
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11. Sitecore. Compelling Web Experiences
Habit #2 Segment and balance user
experiences with site goals
Not as obvious as you think
Align your promises with your calls to action
Identify latent needs
Allow visitors to self segment
Guide users where you want them to go
Remember: landing page is just the start
Ask yourself…
How will each segment react
What different types of goals do they have?
Benefits
Build credibility with visitors and prospects
Higher conversion rates (leads, transactions, self service, etc.)
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15. Sitecore. Compelling Web Experiences
Habit #3 Deliver value back to your Web
visitors by waiting for the right moment
Pick your pitch
User experience must win out
Visitors aren’t always ready to engage
Understand intimacy levels
Lead scoring helps find buying signals
Customers filter advertising because it’s always on
Make it personal, make it matter
Deliver value
Benefits
Improve conversions on site
Differentiating experiences
Word of Mouth (WOM) marketing
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18. Sitecore. Compelling Web Experiences
Habit #4 Learn to learn, listening to your
segments and optimizing messaging
Learning to listen
Scoring your content and actions
Testing and validating with polls and surveys
What profiling can tell you
Measure performance by segment and persona
Test, test, test: Test messaging with MVT
Benefits
Better understand of each and every customer
Incrementally improve campaign performance by segment
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20. Sitecore. Compelling Web Experiences
Habit #5 Overcome objections and barriers
using community content and engagement
Understand your customers hurdles
Ask your sales team
Understand the sales lifecycle
Use community to overcome fear and build trust
Use content marketing to overcome objections
The 6th man of your sales team
Benefits
Drive leads deeper into the funnel for your sales team
Reduce cost of sales
Improved conversion rates and win ratios
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22. Sitecore. Compelling Web Experiences
Habit #6 Get the conversation started: Long-
term customer value through ongoing dialog
Create an ongoing conversation with your customer
Engage users in community content
Put your customer community to work for you
Offer community content interchangeably with your content
Build trust and confidence using your community
Benefits
Creates value for the customer
Greater customer intimacy / Loyalty
Expands the customer relationship
Deeper understanding of customer needs
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25. Sitecore. Compelling Web Experiences
Habit #7 Provide the ongoing content and
experience for which visitors hunger and return
The show isn’t over after the first dance
Content marketing mixed with episodic delivery to keep them coming back
Build content assets worth subscribing to
Pull visitors back with community engagement
Tap Wisdom of the Crowd content: help customers filter
Nurture campaigns
Benefits
Engagement leads to buying
Drive residual value of ad spend
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27. Sitecore. Compelling Web Experiences
The Seven Habits
Deliver what the customer expects with continuity of messaging
Segment and balance user experiences with site goals
Deliver value back to your Web visitors by waiting for the right moment
Learn to learn, listening to your segments and optimizing messaging
Overcome objections and barriers using community content and
engagement
Get the conversation started–Longer-term customer value through
ongoing dialog
Provide the ongoing content and experience for which visitors hunger
and return
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28. Sitecore. Compelling Web Experiences
Putting the Habits to Work
Improve the effectiveness of your ad spend using
your websites with these 7 habits
Improve ad conversion
Improve our spending decision processes
Increase residual value of advertising
Re-engage with customers on a long-term basis
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29. Sitecore. Compelling Web Experiences
Q&A
Addition information can be found at:
www.sitecore.net
Follow up questions please contact:
Darren Guarnaccia
dg@sitecore.net
Page 29 www.sitecore.net