Delivering Exceptional User Experiences and Engagement – Learn from Real World Success Stories

WELCOME!

Copyright © 2011 BlueArc | Commercial-in-Confidence | www.bluearcgroup.com

DELIVERING EXCEPTIONAL
USER EXPERIENCES &
ENGAGEMENT
Real World Success Stories
Scott Porter, BlueArc Group CEO

Copyright © 2011 BlueArc | www.bluearcgroup.com

AGENDA
• Who we are
• Setting the scene: Digital Maturity Journey
• What is “exceptional” user engagement?
• Real World Success Stories: Evolution of
Freedom online and more!


ABOUT BLUEARC
• Leading digital agency for over 13 years
• Sydney & Melbourne
• Specialising in: Digital Strategy, CMS,
eCommerce, Application Development &
User Experience Design
• Trusted Sitecore, Endeca & Microsoft Gold
Partner


SOME OF OUR EXPERIENCE
• Sitecore


DIGITAL LANDSCAPE
79% 13%
75% Communicate Used the
Research internet via
Online 50%
purchasing mobile phone
decisions Own a smart
online phone

41.5 million
Hours spent on
8.7 million social networking
People accessed sites
social networking
sites


WHAT IS “EXCEPTIONAL”
USER ENGAGEMENT &
EXPERIENCE?


IT’S EVERYTHING!


HEART
IN YOUR
COFFEE


PLEASANT
SURPRISE


BUILDING A MULTICHANNEL STRATEGY
Delivering a seamless experience across the entire customer
life cycle regardless of channel
Start by defining the role of each channel, what experience will it deliver?

Agree on how you will deliver this experience by channel at all touch-points in the
customer lifecycle. Paying careful attention to how they compliment each other.

Awareness Research Inspiration Purchase Service Reward


ENGAGEMENT ACTIVITIES
46% 48% 73%
72% Planning to
Email Micro- Social
blogging invest in
Newsletters Networks
Mobile in 2011

+9% + 8% + 13%
Plan to increase Plan to increase
Plan to increase
investment in investment in rich
investment in
online on-page
UGC
communities interactivity


HOW TO MEASURE SUCCESS?
1. TIME SPENT ONLINE
2. PAGES VIEWED/NUMBER OF VISITS
3. USER REGISTRATIONS
4. UGC & ONLINE COMMUNITY INVOLVEMENT
5. CONVERSION
6. REVENUE


IF USERS ARE ENGAGED...
THEY INTERACT WITH MORE PAGE VIEWS,
THE MEDIUM MORE CONVERSION & REVENUE

THEY TELL YOU MORE DELIVER TARGETED
ABOUT THEMSELVES CONTENT & OFFERINGS

THEY COME BACK LOYAL USERS, STRONG
TO YOU MORE RELATIONSHIP


SETTING THE SCENE:
BlueArc Digital Maturity Model™
COST LIMITED BUSINESS STRATEGIC
CENTRE EFFICIENCIES ENABLER ASSET
BASIC STANDARD ENHANCED DYNAMIC
No CMS CMS v1 CMS v2 Powerful CMS Platform

No Search Limited Site Search Full Site Search Integrated Search, Faceted
Navigation
Brochure ware site Google Analytics GA fully implemented Rich Analytics – Behavioural /
Multivariate testing
“Links Page” Social Media links Social Media links Social Media - fully integrated,
analysis
HTML Site Mostly Dynamic content All Dynamic content Dynamic personalisation of
Content

High Maintenance costs Basic marketing Tools available Digital Marketing tools
- Profiling of Users
- User pathways
Mobile Compatible Mobile enabled / Device
independent


ONLINE EVOLUTION &
REAL WORLD SUCCESS


EVOLUTION PHASE 1...


THE CHALLENGE
• Lacked strong style
• Limited product range
• Static
• Uninspiring
• Difficult to navigate


OBJECTIVES
A reference
site for
Reinforce brand: inspiration
Stylish, quality,
affordable,
accessible
More
Interactive &
Robust
Informative
technology for
future evolution


THE SOLUTION
• New User Interface & User Experience
• New CMS platform – AUS & NZ websites
• Product & Data Management integration
• Introduced Interactive Hotspots Module
• Online Forms into CRM DB
• RSS Feeds
• Guided Search
• Multi-region pricing


LEARNINGS….


GREAT RESULTS
• Approx 2,000 products online
• Site visits up 50%
• Page views up 400%
• Newsletter signups up
• Bounce rate reduced by 45%


BUT STILL MORE TO DO...
EVOLUTION PHASE 2


RESEARCH - UNDERSTAND THE AUDIENCE
• Women
• Between the ages of 25-60
• Middle and upper household income
• 50% Freedom customers
• 50% non Freedom customers


RESEARCH – THEIR ONLINE BEHAVIOUR
• Online 1-3 hours a day
– Email
– Banking
– Buying
– Social Networking
• 37% have accessed internet from their mobile phone
– Nokia (44%)
– Samsung (15%)
– iPhone (11%)

SOURCE: FOURNAISE 2010

THE MECHANICS
• REFINED DIGITAL STRATEGY
– Deeper understanding of customers & behaviours
• INTERFACE DESIGN, ACCESSIBILITY & USABILITY
• USER EXPERIENCE
– Customer centric
• CMS PLATFORM IMPROVED
• SEO / SEM strategies matured


THE QUICK WINS
• Introduced My Freedom (Wish List)
• Surfaced more relevant Products
• Improved Search
• Improved SEO
• Site Search Analysis
• Promotions/ Previously browsed
panel
• More Promotional / Merchandising
Tools


HOMEPAGE


HOMEPAGE
ROLLOVER


SUPER
CATEGORY
PAGE


PRODUCT
LIST PAGE


PRODUCT
ROLLOVER


PRODUCT
PAGE


MY
COLLECTION


EVEN GREATER RESULTS!
• 6,000+ products online
– richer product imagery, more information
about products
• Site visits up 78%
• Page views up 440%
• Bounce rate reduced further
• In STORE traffic up


EXCEPTIONAL ONLINE
EXPERIENCE &
ENGAGEMENT = SUCCESS


EXCEPTIONAL
ONLINE
EXPERIENCE &
ENGAGEMENT =
SUCCESS

Delivering Exceptional User Experiences and Engagement – Learn from Real World Success Stories

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