EPiServer Engage Magazine

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This issue explores several hot e-commerce and digital marketing topics, including: - Big Data: Taking Small Steps to BIG benefits - Mobile Commerce: Survey Results of Mobile & Tablet Shoppers - User Engagement: Give users what they want, event if they don't know what it is yet! - Customer Case Studies: Silverpop, C&H Distributors, Fusion Retail Brands, & More!

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<ul><li> 1. 2 EPiSERVER ENGAGE Website: www.episerver.com Project manager EPiServer: Joakim Holmquist Email: joakim.holmquist@episerver.com Address: European HQ EPiServer AB, Regeringsgatan 67, Box 7007, 103 86 Stockholm, Sweden; US HQ EPiServer Inc. 2 Mid America Plaza, Suite 600. OakbrookTerrace, IL 60181 USA. Editoral production: Spoon, Stockholm Editor: Chad Henderson Design: Ulrika Jonasson Website: www.spoon.se Repro: Spoon Printed by: Elanders I t seems everyone has been talking about big data forever, but now for the first time companies of all sizes can start gaining real benefits. On your website you can stop guessing about what works best, who your visitors are, and what they want the data can and should tell you. However, more data can mean more noise, so it is important to hone in on your objectives, so that the data can support your goals and increase MARTIN HENRICSON CEO, EPISERVER ON MY MIND Get smart about data In this issue: Nir Eyal explains how to hook users. Page 14. New survey on mobile device use. Page 12. Benefiting from data big and small. Page 6. Simple tests that increase success. Page 17. conversions. In our theme article you can read more about how to do this and how EPiServer products can help. We all know the digital world is changing rapidly, with users hopping from device to device and going mobile more than ever. Inside find out how our improved EPiServer Commerce applies these insights to provide a truly great customer experience across all channels. Happy reading! </li></ul><p> 2. IanWright FusionRetailBrands,Melbourne Jobtitle:ChiefInformationOfficer Website:fusionretailbrands.com.au EPiServerproducts:EPiServerCMS andEPiServerCommerce Partner:VividGroup CHALLENGE: FusionRetailBrandsisanAustralianretailinggroupcom- prisingfivebrandsDianaFerrari,JAG,Mathers,Williams andColorado.In2012,itaskedVividGrouptodevelopan integratede-commerceplatformtoreplaceitsexistingsites thatweredatedandfragmented,withlimitedfunctionality. Thevisionwastocreateauser-friendlyonlinepresencethat wouldfacilitatecross-brandsales. SOLUTION: Oneofourobjectiveswastoreducethetimeandnumber ofstepsneededtocompleteapurchase.TheJAGbrands onlinerevenueisupby30percent,whilepagespervisitand timetopurchasehavebeenreducedby65percentand30 percent,respectively.Acrosstheboard,theconversionrate hasalmostdoubled. ThankstoEPiServersuser-friendlysolution,contentcan bechangedmoreregularly,withgreaterease.Changingthe contentkeepscustomersengagedbecauseeveryvisitfeels likeanewexperience.Asaresult,year-on-yearonlinesales areup160percent.Moreover,60percentofourvisitorsare returningcustomers. Havingsixsitesintegrated inonee-commercesolution islikehavingsixstoresinthe highstreet,withanoptionto shopinallofthematonce. Ifyoubuyapairofjeansfrom onebrand,thesitecansug- gestatop,apairofshoes andabagtogowiththem usingonecheckoutdesk. The conversion rate has almost doubled solutionsHow others climbed the mountain by Isabelle Kliger &amp; JOakim Baage EPiSERVER ENGAGE 3 Photo:Gavinblue 3. Challenge: C&amp;HDistributorswasfoundedinMilwaukee, Wisconsin,over75yearsagoandisaprovider ofindustrialequipmentandsupplies.Histori- cally,itsprimarymethodofreachingcustom- ershasbeenthroughaprintedcataloguethat customersgetinthemail.Customerswould thencallintheirorderstoC&amp;Hoverthephone. Since1999,C&amp;Hbeganembracingtheinternet withagrowinge-commercebusiness,andin January2013 startedusing EPiServer CMS. Solution: Wenow consider ourselvestobemultichannel.E-commerceis currentlyarelativelyunderdevelopedportion ofourbusinessandweexpectittogrowquickly overthecomingyears.Thereasonwepicked EPiServer'splatformisbecausewelacked efficiencyinoure-commercebusinessand werenotagileenoughinouronlinemarketing. Forexample,simplethingslikeupdatingour onlinestorecouldtakehoursorevendays.Now withEPiServerwecangetitdoneinminutes. Thesamegoesforouronlinemarketing.Before itcouldtakesomeoneaslongaseighthours tobuildalandingpage.Nowwehavethat processcutdowntoamatterofminutes. With EPiServerCommerce,wehaveasolidplatform tostandonandfeelwearenicelypositioned foradigitalfuture. Hours of work cut down to minutes MelissaBagley C&amp;HDistributors JobTitle:DirectorofE-Commerce Website:chdist.com EPiServerProducts:EPiServerCMS andEPiServerCommerce Partner:Guidance SOLUTIONS 4 EPiSERVER ENGAGE Photo:Erichschroeder 4. CHALLENGE: PensionDanmarks EPiServersolutionsupportsfoursites throughwhichthe companyinteractswithits630,000 pensionholders and30,000corporatecustomers.Thesites are designedto maximize the amountofcustomercontact taking place online inaccordancewithPensionDanmarks objective to be the digital leaderontheDanishpensionsand insurance market. SOLUTION: Ourextranetallowsmemberstoadjusttheirpensionsand insurancesusingasimpleself-servicesystem.Byminimizing noiseandadministration,weveseena76percentincrease inself-serviceinsuranceactionssince2011. Thankstotheeaseofmaintainingthesiteusingdynamic blocks,wecandedicatemoreresourcestofunctionality andpersonalization.Contentistargetedtospecificvisitor segments,therebyensuringthatmembersonlyseerelevant data.Thisexplainswhythenumberofloginshasincreased by22percentinthelastyear. Wemakeitourbusinesstoknowourmembers,andwhat weknow,westorenooneiseveraskedtoinputthesame informationtwice.Infact, ittakeslessthanaminute totransferapolicytoPen- sionDanmark.Asaresult, thenumberofmembers poolingtheirsavingswith usincreasedby533percent from2011to2012. AdamOsbirk-Jensen PensionDanmark,Copenhagen Jobtitle:InternetProjectManager Website:pension.dk EPiServerproducts:EPiServerCMS Partner:NetcompanyA/S We make it our business to know our members Photo:Tomingvardsen EPiSERVER ENGAGE 5 5. Youhavehearditsnametoomanytimestocount:bigdata.Psychologist DanArielysays,Bigdataisliketeenagesex:everyonetalksaboutit, nobodyreallyknowshowtodoit,everyonethinkseveryoneelseisdoingit, soeveryoneclaimstheyaredoingit.Bigdata,though,doesntneedtobeso mysteriousoroverwhelming.Forthefirsttime,companiesofallsizeshave theopportunitytoeasilystarttakingactiononthemassiveamountsofdata available.Readontofindouthowyoucanusedatabothbigandsmall tomoreeffectivelymeetyourusersneedsandincreaseyourconversions. TIME FOR BIG DATA 6 EPiSERVER ENGAGE by Alexandra Corinth 6. Howbigisbig? Theonlineworldisgrowingsorapidlythatnew namesareneededfortheamountofdatabeing generated.Theoncemightyterabytehasbeen surpassedbypetabytes(1,000terabytes),exabytes (1,000petabytes)andzettabytes(1,000exabytes). Itisestimatedthat90percentofthedatainthe worldhasbeencreatedinthelasttwoyears.The dataiscomingfromeverywhere:increasedinternet usage;socialmediasites;digitalbooks,musicand videos;cellphoneGPSsignals;purchaserecords; aswellassensorsthatmonitorandtrackawide varietyofphenomena.Thisactivitygeneratesan exabyteofdataeveryday,whichisequivalentto about250millionDVDsofinformation. Doingbigdata Thoughpeoplehavebeentalkingaboutbigdata sincethemid-1990s,ithasreallyonlygained momentuminthepastfewyears.Bigdatais essentiallywhatitsoundslike:theanalysisofhuge amountsofdatainordertogaininsightaboutusers orcustomers.Toputitmoreconcretely,bigdatais basedonthreeVs:Volume,Velocity,andVariety. Inotherwords,bigdataencompassesahighvolume ofdifferentkindsofdatathatiscreatedveryquickly. FromdetectingdiseaseoutbreakstohelpingBarack Obamagetre-electedin2012,togettingpeopleto buydiapersinyourstore,bigdataanalysishas onlyjustbeguntoshapeourworld. 7. Structuredvs.unstructureddata Bigdataiscomprisedbothofstructured dataandunstructureddata.Withanemail, forexample,thesender,recipientanddate oftheemailareallstructureddatathey canbeeasilylistedinaspreadsheetunder definedcategories.Thecontentofan email,however,representsunstructured datathereisnotusuallyaneasyway tocategorizeandorganizethiskindof content.Similarly,youmighthavesome overviewofwhovisitsyourwebsiteand wheretheyarelocated(structured),butyou probablyhavemuchlessofanoverviewof whattheyaresayingaboutyouonTwitter orFacebook(unstructured). Bigbenefits WhatcompanieslikeFacebook, TargetandAmazonhavefound,is thatanalyzingdataaboutusers andcustomersenablesthemto takesomeoftheguessworkout oftheirproducts,servicesand marketing.Itmeansthattheir advertisingcampaignscanbe targetedusingthisdatainalmost realtime.Theycansuggesta bookorfriendtoauserbasedon realdataabouttheusersonline behavior,whichcansignificantly improveresults.Evensmaller companiescanreapsimilar benefits.Themoreyouareable togivecustomersanduserswhat theywant,basedonrealdata abouttheironlinebehavior,the moresuccessfulyourwebsiteor e-commercesitewillbecome. Isbiggerreallybetter? Insomecases,biggerreallyisbetter.Takethe exampleofTarget,thesecond-largestdiscount retailerintheUS.ForyearsTargethasbeen linkingindividualcustomerguestIDnumbers tocustomerscreditcardspurchases,coupons, surveysandwebsitevisits.ThenTargethadan ideawhatiftheycouldpredictwhichoftheir customerswaspregnant(whichoftenleads tomajorchangesinpurchasingbehavior)and targetadsspecificallytothem?Byanalyzing theirvastamountsofdata(includingwhat pregnantwomenhaveboughtbefore),Target cannowpredictwhichcustomersareintheir secondtrimesterandgetaheadstarton thecompetition. 8 EPiSERVER ENGAGE 8. EPiSERVER ENGAGE 9 Thegiantsofbigdata InternetgiantslikeFacebook,LinkedIn,and manyotherssurviveandthrivethankstothe implementationofbigdata.InAugustoflastyear, Facebookrevealedthatitprocessesover500 terabytesofdataeveryday,whichallowsthemto enactdesignandproductchangesinnearlyreal- time.Facebookalsorevealedthatitstoresmore than100petabytesofdataonasingleHadoop diskcluster.Whileitisunlikelythatyourcompany willneedtoincorporatesuchaquantityofbig data,thebasicprinciplesthatFacebookusesto tailortheiradcampaignsforeachofitsusers couldeasilybetranslatedtoyourcompanyand yourcustomers. Newdataprofessions Withallofthisnewstructured andunstructureddatacomes muchmorenoiseinthe system,andnewkindsof expertsarerequiredto analyzeit.Bigdatahasnow produceddatascientists trainedincomputerscience, statistics,analyticsand math,whomustalsokeepthe businessvalueoftheirwork inmind.Eventheworldof journalismhasbeentouched bybigdata,pavingtheway fordataeditorslikeKenneth CukierofTheEconomist. CukiertellstheGuardian: Insteadofbasingstorieson astringofanecdoteswitha singlestatisticdroppedin,wecan inverttheformandmakethedata thestory. Wheretostart Thereareseveralthingsyoucandorightawayto ensurethatyouusedatatodeliveranoutstanding customerexperienceonlineandincrease conversions.Startbylookingatwhatyoucanor cannotmeasureonyourwebsite.Forexample,can youtrackeveryonethatvisitedyourlandingpage andviewedyourproductvideo?Hopefullyyouhave aclearideaofthegoalsofyourwebsite,butcan youmeasureallofthem?Inaddition,makesureyou cultivateacultureinwhicheachpieceofcontent thatiscreatedhassomesortofgoalattachedto it,soyouhaveapossibilitytoactuallyoptimizeit. Ifyoudontknowwhataparticulartypeofcontent shoulddo,thereisnowaytomeasureitssuccess. 9. 10 EPiSERVER ENGAGE Knowyourcustomers Thechallengeofbigdataishow toreduceitdowntothelevelofthe individualcustomer.Youneedtoknow youraudiencesvalues,identitiesandneeds, andhowyourbrandfitsintothese.Somake sureyouaresetuptogathertherightdata. Knowing,forexample,thecharacteristicsof yourvisitorswhobrowseyoursiteviaatablet intheeveningwillenableyoutoaddvaluebyadapting thecontenttosuitthem.Thoughthereismuchto begainedfromasimplerdata-drivenapproach,you cantakeitonestepfurtherbycombiningdatafrom differentsources,suchasonlinecommunitiesor in-storepurchases. Startpersonalizingyourcontentnow: episerver.com/personalization Gettingpersonal Amazonhasproventhatproviding apersonalizedexperienceand recommendationstoyourcustomers paysoffbigtime.JustasAmazoncan recommendabookbasedonthecontext, theEPiServerplatformcanpresent contentorproductsbasedonwhatthe userhasdoneonthesitebeforeand whatpagetheyarecurrentlyon.Serving therightcontenttotherightpeoplein therightcontextresultsinincreased engagementandimprovedconversions. Personalizationalsoenablesyouto targetcontentbasedontheusersloca- tionanddevice,whichcanpresenthuge opportunities. Learnmoreabouthow thisworksinEPiServer: episerver.com/ content-optimization FindouthowEPiServeruses testingonitsownwebsite: episerver.com/improve-optimize Continuoustesting Onceyouareableto measureallofyourgoals,youcan startusingA/Bandmultivariatetesting tounderstandyourusersbehaviorandmake assessmentsaboutwhatscenariosaremore likelytodrivevisitorstowardyourgoals.Let thedatadecidewhichoptiontoshowyour visitors.Youwillbesurprisedhowoftenyou arewrongaboutwhatreallyconverts.And keeptesting,pitwinningoptionsagainst otherversionstoseeifyoucanfurther increaseconversionrates. Self-optimization Togetthemostoutofdata,you needtobeabletomakechanges quicklypreferablyinrealtimeto contextualizecontentorcampaigns basedontheusersbehavior.The EPiServerplatformenablesyou totestseveraldifferentwebpage configurationsatthesametime, whichcreatesusefuldataaboutwhich set-upsworkbestfordifferent customergroups.Italsosaves timeonusabilitytestingso marketerscanfocusmore ontrackingandengaging withcustomers.Thesystem isself-optimizingsoit learnsandautomatically displaystheversionsthat aremorelikelytoconvert. 10. Lastfall,when US-baseddigitalmarketing technology provider,Silverpop, startedlookingfor aflexible,user-friendly CMSsystem, thechoice soonfellon EPiServerCMS. Sincethen, EPiServer andSilverpophave gone on tointegratetheir productplatforms,enablingmarketers aroundthe worldtodelivereven more timely, relevantand personalizedcontenttotheirtargetaudiences. WedecidedtopartnerwithEPiServerfora varietyofreasons,explains Dave Faupel,Vice PresidentMarketing,Silverpop. Aside from thefactthatourtechnologies couldbe easily integrated,EPiServerssolutionsupportedour objective constantlytoimprove andenhance the customerexperience. SilverpopEngageisadigital marketing tool thatleveragesuserbehaviorto delivergreater efficiencyandreturn on investment. Silverpops products includeasolutionformanagingemail marketingcampaigns,aswellasasophisticated marketingautomationtoolthatanalyzesprospect behavioranddemographicstomaximizecampaign effectivenessanddriverevenue. Its easytoseewhytheintegrationofour systems ismutuallybeneficial,Faupelsays. EPiServerstechnologyhasenabledustogive prospectsandcustomersanevenmorerelevant, personalizeduserexperience,whileSilverpop Engage allowsEPiServertotakeitstechnologyto the next levelmeasuringdigitalinteractionsand customerbehaviortoincreaseconversions. Faupel believesthatitisimportanttoanalyze userbehaviorandmakeuseoftesting,inorderto improve theeffectivenessofawebsite. Testingisaboutenhancingtheuserexperience, as well as increasingtheconversionrate,hesays. The moreyouknowaboutwhosvisitingyoursite andwhattheyredoing,theeasieritistofigureout howtomakeyourcontentmorerelevantandget prospectstoconvert. AsidefromofferingtheintegratedEPiServerand Silverpopplatformstoitscustomers,Faupelsays thatSilverpophasbenefitedfromusingEPiServer CMSonitsownwebsite. Our previous CMS system lacked the sophistication of EPiServer CMS, he says. We were limited in terms of what we could do with personalization, integration and desi...</p>