the 7 habits of highly effective websites webinar slides
DESCRIPTION
Slides from Ambassador Solutions and Sitecore's webinar presenting design features of websites following the form of Steven Covey's 7 habits of Highly Effective People.TRANSCRIPT
Sitecore. Compelling Web Experiences
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Seven Habits of Highly Effective
Web 2.0 Sites
Evan Nicoud, Regional Director
Sitecore. Compelling Web Experiences
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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 Marketscoperating: Positive
Supported
Over 450 Sitecore Certified Partners worldwide, with over 150 in North America
Sitecore. Compelling Web Experiences
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Sitecore’s 1600+ customers include:
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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?
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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
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Audience Poll…
How long does it currently take to make updates or
changes to your Web site?
Minutes
Hours
Days
Weeks
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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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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)
Benefits
By creating a customer centric website:
More loyal customers (goodwill)
More repeat customers
Lower support costs per customer
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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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?
Benefits Provide focus and direction into every piece of content and functionality
Higher conversion rates (leads, transactions, self service, etc.)
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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
Benefits Increased customer retention
Lower cost of doing business with customers
Word of Mouth (WOM) marketing
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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
Benefits Creates stronger collaboration habits with customers
Builds goodwill with customers
Stronger customer relationships for increased customer retention
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Sitecore. Compelling Web Experiences
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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
Benefits Help your customers learn how to do business with you
Lower customer support costs
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Sitecore. Compelling Web Experiences
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Insert Search report showing
zero result searches
Sitecore. Compelling Web Experiences
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Habit #6 The real Web 2.0 - Create the
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
Benefits Creates value for the customer
Greater customer intimacy / Loyalty
Expands the customer relationship
Deeper understanding of customer needs
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Audience Poll…
Are you engaging your customers with blogs, forums and
wiki’s on your Web site? Yes
No
Considering, but hesitant
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Habit #7 Sharpening your Website’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
Benefits Actionable knowledge of what is working on your site
A low-cost channel for measuring marketing effectiveness
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Sitecore. Compelling Web Experiences
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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 the ongoing dialogue with your customer
Sharpening Your Website’s Saw
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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
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Q & A
Addition information can be found at:
www.sitecore.net
Follow up questions please contact:
Evan Nicoud
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