Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend

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


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



Sitecore’s 1600+ customers include:



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



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



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



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



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



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


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.)



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



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



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



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



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



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



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



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

Follow up questions please contact:
Darren Guarnaccia
dg@sitecore.net


Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend

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