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Sitecore: Web psychology and customer experience

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Sitecore's Sandra White explains how Sitecore Experience Platform can help give your brand the capability to communicate in context and with increased relevance to individual members of your target audiences, to create engaging, personalised communications that will increase engagement, sales conversion and improve your bottom line.

Publicada em: Marketing
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Sitecore: Web psychology and customer experience

  1. 1. Web psychology and customer experience Sandra White Business Optimisation Consultant - Sitecore
  2. 2. 2 Web psychology: “The empirical study of how online environments influence our attitudes and behaviours” Nathalie Nahai, The Web Psychologist
  3. 3. 3
  4. 4. Experience matters Being treated as an individual is cool
  5. 5. 5 Personalisation even makes business sense Not on the High Street 2 founders in 2006 to 120 employees today Recession-defying
  6. 6. The prize?
  7. 7. 7 Customer experience translates to the bottom line
  8. 8. 8 The data’s all there www.informationisbeautiful.net
  9. 9. 9 “Data is the new oil? No: data is the new soil” David McCandless www.informationisbeautiful.net
  10. 10. 10 “Information is not knowledge” Albert Einstein
  11. 11. 11 Disconnected
  12. 12. 12 Disconnected Systems
  13. 13. 13 Disconnected Data
  14. 14. 14 Disconnected Customers
  15. 15. 15 Losing sight of Customers
  16. 16. 16 Data is your starting point ACT ANALYSE To drive business decisions AGGREGATE To define new relationships COLLECT & CONNECT Data from across your organisation
  17. 17. 17 And you need a system that supports you Personalize messaging across all channels Manage content, information and assets Analyze, get insight, make decisions and automate Collect and Connect actionable customer data Integrate with business systems or other sources
  18. 18. 18 Know every customer
  19. 19. 19 Act on what people do Sitecore holds data at visitor level Every visit, interaction, goal, outcome
  20. 20. 20 Segmentation Segment anything in the experience database to quickly and easily deliver personalised cross channel experiences
  21. 21. 21 Personalisation
  22. 22. 22 Testing everything One click and advanced testing
  23. 23. 23 23 Some examples of brands doing it right and reaping the rewards
  24. 24. 24 Michael O’Leary Ryanair “EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said on Thursday, as he launched 12 new routes from Stansted. “We can learn from the bits they have done well” The Telegraph Friday 29, November 2013
  25. 25. 25 Using search or GeoIP data, Sitecore now dynamically personalises the easyJet home page for each visitor – showing flights from their nearest airport, plus imagery and content that appeals to their previous behaviours. The homepage shows live pricing for relevant flights from a local airport – showing easyJet’s low-cost credentials, and with a click – the visitor can add those flights to their basket.
  26. 26. 26 Budget airline joins FTSE 100 The Luton-based firm is the London market’s 82nd largest company and will earn a place among the ranks of blue-chip companies 8:11pm UK, Wednesday, 6th March 2013 Website goes live FTSE 100
  27. 27. 27 EasyJet changed the market…more quickly followed  Sales conversions increased by 5% within 30 days of launch  Average passenger spend on seat and ancillaries also increased by £1.64
  28. 28. Nissan Personalisation by adword Build your dream car – automated, personalised completion prompts 150% increase in test drives
  29. 29. Australian Super On-site browsing behaviour combined with detailed member profile Secure area adapts according to life stage and investment type 300% increase in log in and self service
  30. 30. Rotman Business School Use geo-targeting to identify overseas students Messaging adapts to address their specific concerns
  31. 31. 31 Quality and relevance make the difference Sites adapt, visitors have a positive experience – measurable improvement seen
  32. 32. 32 Over 4,000 customers are thinking this way
  33. 33. 33 Thank you!