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!

2. 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!

3. IanWright
FusionRetailBrands,Melbourne
Jobtitle:ChiefInformationOfficer
Website:fusionretailbrands.com.au
EPiServerproducts:EPiServerCMS
andEPiServerCommerce
Partner:VividGroup
CHALLENGE:
FusionRetailBrandsisanAustralianretailinggroupcom-
prisingfivebrands–DianaFerrari,JAG,Mathers,Williams
andColorado.In2012,itaskedVividGrouptodevelopan
integratede-commerceplatformtoreplaceitsexistingsites
thatweredatedandfragmented,withlimitedfunctionality.
Thevisionwastocreateauser-friendlyonlinepresencethat
wouldfacilitatecross-brandsales.
SOLUTION:
“Oneofourobjectiveswastoreducethetimeandnumber
ofstepsneededtocompleteapurchase.TheJAGbrand’s
onlinerevenueisupby30percent,whilepagespervisitand
timetopurchasehavebeenreducedby65percentand30
percent,respectively.Acrosstheboard,theconversionrate
hasalmostdoubled.
ThankstoEPiServer’suser-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 JOakim Baage
EPiSERVER ENGAGE 3
Photo:Gavinblue

4. Challenge:
CHDistributorswasfoundedinMilwaukee,
Wisconsin,over75yearsagoandisaprovider
ofindustrialequipmentandsupplies.Histori-
cally,itsprimarymethodofreachingcustom-
ershasbeenthroughaprintedcataloguethat
customersgetinthemail.Customerswould
thencallintheirorderstoCHoverthephone.
Since1999,CHbeganembracingtheinternet
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
CHDistributors
JobTitle:DirectorofE-Commerce
Website:chdist.com
EPiServerProducts:EPiServerCMS
andEPiServerCommerce
Partner:Guidance
SOLUTIONS
4 EPiSERVER ENGAGE
Photo:Erichschroeder

5. CHALLENGE:
PensionDanmark’s EPiServersolutionsupportsfoursites
throughwhichthe companyinteractswithits630,000
pensionholders and30,000corporatecustomers.Thesites
are designedto maximize the amountofcustomercontact
taking place online – inaccordancewithPensionDanmark’s
objective to be the digital leaderontheDanishpensionsand
insurance market.
SOLUTION:
“Ourextranetallowsmemberstoadjusttheirpensionsand
insurancesusingasimpleself-servicesystem.Byminimizing
‘noise’andadministration,we’veseena76percentincrease
inself-serviceinsuranceactionssince2011.
Thankstotheeaseofmaintainingthesiteusingdynamic
blocks,wecandedicatemoreresourcestofunctionality
andpersonalization.Contentistargetedtospecificvisitor
segments,therebyensuringthatmembersonlyseerelevant
data.Thisexplainswhythenumberofloginshasincreased
by22percentinthelastyear.
Wemakeitourbusinesstoknowourmembers,andwhat
weknow,westore–nooneiseveraskedtoinputthesame
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

6. Youhavehearditsnametoomanytimestocount:bigdata.­Psychologist
DanArielysays,“Bigdataisliketeenagesex:everyonetalksaboutit,
­nobody­reallyknowshowtodoit,everyonethinkseveryoneelseisdoingit,
soeveryoneclaimstheyaredoingit.”Bigdata,though,doesn’tneedtobeso
mysteriousoroverwhelming.Forthefirsttime,companiesofallsizeshave
theopportunitytoeasilystarttakingactiononthemassiveamountsofdata
available.Readontofindouthowyoucanusedata–bothbigandsmall
–tomoreeffectivelymeetyourusers’needsandincreaseyourconversions.
TIME
FOR
BIG
DATA
6 EPiSERVER ENGAGE
by Alexandra Corinth

7. 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
Thoughpeoplehavebeentalkingabout“bigdata”
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.

8. Structuredvs.unstructureddata
Bigdataiscomprisedbothofstructured
dataandunstructureddata.Withanemail,
forexample,thesender,recipientanddate
oftheemailareallstructureddata–they
canbeeasilylistedinaspreadsheetunder
definedcategories.Thecontentofan
email,however,representsunstructured
data–thereisnotusuallyaneasyway
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
realdataabouttheuser’sonline
­behavior,whichcansignificantly
improveresults.Evensmaller
­companiescanreapsimilar
benefits.Themoreyouareable
togivecustomersand­userswhat
theywant,basedonrealdata
abouttheironlinebehavior,the
moresuccessfulyourwebsiteor
e-commercesitewillbecome.
Isbiggerreallybetter?
Insomecases,biggerreallyis­better.Takethe
exampleofTarget,thesecond-largestdiscount
retailerintheUS.ForyearsTargethasbeen
linking­individualcustomer“guestID­numbers”
tocustomers’creditcards­purchases,coupons,
surveysandwebsitevisits.ThenTargethadan
­idea–whatiftheycouldpredictwhichoftheir
customerswas­pregnant(whichoftenleads
tomajorchangesin­purchasingbehavior)and
­targetads­specificallytothem?Byanalyzing
theirvastamountsofdata(­includingwhat
pregnantwomenhaveboughtbefore),Target
cannowpredictwhich­customersareintheir
secondtrimesterandgetaheadstarton
the­competition.
8 EPiSERVER ENGAGE

9. 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
produced“data­scientists”
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.
Ifyoudon’tknowwhataparticulartypeofcontent
shoulddo,thereisnowaytomeasureitssuccess.

10. 10 EPiSERVER ENGAGE
Knowyourcustomers
Thechallengeofbigdataishow
to­reduceitdowntothelevelofthe
­individualcustomer.Youneedtoknow
your­audience’svalues,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
targetcontentbasedontheuser’sloca-
tionanddevice,whichcanpresenthuge
­opportunities.
Learnmoreabouthow
thisworksinEPiServer:
episerver.com/
content-optimization
FindouthowEPiServeruses
testingonitsownwebsite:
episerver.com/improve-optimize
Continuoustesting
Onceyouareableto
measureallofyourgoals,youcan
startusingA/Band­multivariatetesting
tounderstandyour­users’behaviorandmake
­assessmentsaboutwhatscenariosaremore
likelytodrivevisitorstowardyourgoals.Let
thedata­decidewhichoptiontoshowyour
visitors.Youwillbesurprisedhowoftenyou
arewrongaboutwhatreallyconverts.And
keeptesting,pitwinningoptionsagainst
otherversionstoseeifyoucanfurther
increaseconversionrates.
Self-optimization
Togetthemostoutofdata,you
needtobeabletomakechanges
quickly–preferablyinrealtime–to
­contextualizecontentorcampaigns
basedontheuser’sbehavior.The
­EPiServerplatformenablesyou
totestseveraldifferentwebpage
configurationsatthesametime,
whichcreatesusefuldataaboutwhich
­set-upsworkbestfor­different
­customergroups.Italsosaves
timeon­usabilitytestingso
­marketerscanfocusmore
ontrackingand­engaging
with­customers.Thesystem
is­self-optimizingsoit
learnsandautomatically
displaysthe­versionsthat
aremorelikelytoconvert.

11. 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,EPiServer’ssolutionsupportedour
objective constantlytoimprove andenhance the
customerexperience.”
SilverpopEngageisadigital marketing tool
thatleveragesuserbehaviorto delivergreater
efficiencyandreturn on investment. Silverpop’s
products includeasolutionformanagingemail
marketingcampaigns,aswellasasophisticated
marketingautomationtoolthatanalyzesprospect
behavioranddemographicstomaximizecampaign
effectivenessanddriverevenue.
“It’s easytoseewhytheintegrationofour
­systems ismutuallybeneficial,”Faupelsays.
“EPiServer’stechnologyhasenabledustogive
prospectsandcustomersanevenmorerelevant,
personalizeduserexperience,whileSilverpop
Engage allowsEPiServertotakeitstechnologyto
the next level–measuringdigitalinteractionsand
customerbehaviortoincreaseconversions.”
Faupel believesthatitisimportanttoanalyze
userbehaviorandmakeuseoftesting,inorderto
improve theeffectivenessofawebsite.
“Testingisaboutenhancingtheuserexperience,
as well as increasingtheconversionrate,”hesays.
“The moreyouknowaboutwho’svisitingyoursite
andwhatthey’redoing,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 design.The main
goal of our website is for customers and ­prospects
to engage with our content and for prospects to
use our web forms to convert into customers.We
have more than 30 marketers using EPiServer CMS
every day, and this solution has met and exceeded
our expectations in terms of both flexibility and
usability.”
Deliveringrelevant,personalizedcontent
by Isabelle Kliger
Photo:PeteWinkel
AboutSilverpop
Digital marketing technology
provider, Silverpop, offers a unique
platform that combines marketing
automation with email, mobile and
social. By engaging the individual
based on his or her behavior and
delivering personalized experiences,
Silverpop promises to achieve
superior return on relationship, lead-
ing to increased revenue, improved
return on investment and enhanced
brand loyalty.With its corporate
headquarters in Atlanta, Georgia,
US, Silverpop has more than 5,000
customers around the world.
EPiSERVER ENGAGE 11

12. Mobile commerce 2013
Mobile and tablet
usage in the UK
How are consumers responding to the increasingly mobile
nature of the internet? EPiServer surveyed over 1,000 people in
the UK about their use of mobile devices and apps to find out.
THE KNOW
Find out
which UK retailers
have the best mobile
strategies at
episerver.com/
m-commerce
12 EPiSERVER ENGAGE

13. Growth of mobile
device ownership
When do they give up?
55%trymobilewebsiteorapp
2–3timesbeforegivingup.
47%stopusinganappifit'shardtouse.
28%willgotoacompetitoriftheyhave
difficultywithamobilesite.
What triggers them to use mobile?
47%boredomwhen
travelling
31%
whenreceiving
e-mailoffer
44%
findinfowhen
travelling
35%quickeraccess
thanPC/laptop
When are they frustrated with mobile use?
49%SPEED:sites
slowtoload
48%NAvigation: horizontal
andverticalscrolltoreadtext
42%MISSINGFUNCTIONALITY:
comparedtodesktopsite
Mobile website vs. app usage
Where do they use mobile?
SmartphoneTablet Purchases
viawebsite
Purchases
viaapp
Dailyaccess,
website
Dailyaccess,
app
80%
70%
60%
50%
40%
30%
20%
10%
0%
18%
53%
59%
92%2013
2011
Smartphone
Tablet
Tablets
Home............................................................................80%
Smartphones
Home............................................................................62%
Publictransport.............................................33%
Office..........................................................................31%
EPiSERVER ENGAGE 13

14. 14 EPiSERVER ENGAGE
NirEyal
Age:35Resides:SanFranciscoBayAreaBackground:MBA–StanfordGraduateSchoolofBusiness,workedinthegaming
andadvertisingindustries,soldtwostart-ups:SunshineBusinessDevelopmentandAdNectarHobbies:Running,reading
non-fiction,writingGoodtoknow:Usedhisknowledgeofhabitcreationtolose10kgandnowsportsasixpack

15. EPiSERVER ENGAGE 15
D
esire. That’s what drives every
successful digital product, both the
producer’s drive to create and the
consumer’s compulsion to use. This
desire is, according to lecturer, writer and en-
trepreneur Nir Eyal, not for money or prestige,
it’s a deeper motivation, “a psychological need,
an itch you’re scratching.”
“Take Zuckerberg and Facebook or Page and
Brin and their Google search engine – they
were inspired by their own problem and they
addressed it.”
Eyal’s interest in human behavior was
piqued during his time in the gaming and
advertising industries and strengthened as he
incubated and sold two tech start-ups.
“I have an insatiable curiosity, and this has
been driven by my growing understanding of
why consumers act the way they do.”
He turned his focus to psychology and
consumer behavior, and now lectures at The
Stanford Graduate School of Business, writes
for the likes of Forbes and TechCrunch and is
a sought-after speaker and start-up consultant
in Silicon Valley.
Understanding user habits is increasingly
important, says Eyal, especially as there is
growing demand for attention as people are
constantly connected. You need to know how
to make sure your site cuts through the clutter
and becomes an integral part of your user’s life.
“Just making a decent product that’s func-
tional is not good enough. If it’s not embedded
in someone’s life, it will be ignored.”
This is particularly evident when you look at
the various digital platforms. Before, when we
all used desktop computers, an icon acted as a
reminder, but now “the real estate is so much
smaller, so your site needs to be top of mind so
that it’s used frequently, and thus becomes a
habit.”
And this is where Eyal really gets into his
stride. He’s spent the past two years research-
ing decades worth of consumer behavior, in
particular how we allow products to form our
lives. His most surprising discovery is that in
each case, there’s a particular behavioral pat-
tern. “I have taken this pattern and applied it
to how we create habits. The result is my Hook
Model. In it, each pattern has a trigger, an ac-
tion, a reward and an investment.”
To illustrate this, consider Twitter.
The first time you hear about it, is from a
friend, or maybe you see a Twitter post on
Facebook. So you click on it. This is the action.
Immediately, you’re shown interesting
content, and here’s your reward: information.
Your investment starts when you begin to
follow people, and the product improves for
you. As you invest more of your time in it, your
Twitter account becomes personally valuable,
it’s something curated for and by you.
In the past, when you were bored or needed
escapism, you might have turned online to
sports, news or fashion. Now your first stop is
Twitter. And this – boredom or what is called
On
the hook
by Jane Christie -Smith Photo JayWatson
Look at your product
and consider: is the
trigger clear; is the action
simple; do you immediately
get what you want?
Give users what they want – even if they don’t
know what it is yet, says entrepreneur Nir Eyal.

16. 16 EPiSERVER ENGAGE
FOMO, fear of missing out – is the trigger,
the itch that Twitter scratches.
If your site or product requires habitual
use, this model can be applied to all aspects
of your planning, building and design.
“There are lots of mistakes one can make
in building a new product or start-up,” says
Eyal. “The Hook Model can act as a lens to
show product weaknesses – so you’ll know
what to build, or more importantly, what
not to build.” Look at your product and
consider: is the trigger clear; is the action
simple; do you immediately get what you
want; does it leave you wanting more; does
it get better with use?
This is also applicable to a site’s design
and user-interface. “Map the user flow,” he
says, “then take each step of the Hook Model
and work through it. This not only helps you
understand your user, but it is also aids good
design and usability.
In terms of current user development
and design – for habitual and non-habitual
user sites – Eyal feels we’re not yet where
we need to be. Even though we listen to cus-
tomers and track how they use our product,
it is not enough. We should also focus on the
user’s brain, on his or her intentions, ones
that they might not even be aware of. “Psy-
chology is the best place to start with any
product, understand what drives people,
find the trigger, serve a need, a desire – and
then provide the solution.”
So, we’re back to desire, and the reason
why Eyal headed down this path of habit
study. He laughs quickly. His interest was
not purely academic. “Yes, I struggle with
my own habits, ones that are endemic to
Silicon Valley.”
Each night, Eyal and his wife would head
to bed and “caress our devices – not each
other!” The focus was the last email, tweet
or blog comment. “To break the habit, our
phones are no longer in the bedroom – did
you know that 65 percent of Americans
have their phones next to their beds and
that a third of Americans would give up sex
rather than lose their mobile phones? – and
I’ve connected an inexpensive timer to my
router that cuts off my internet connec-
tion at 10pm.” Looking at this through his
behavioral model, Eyal removed the trigger
(his phone or laptop), and created space
between the action (being able to go online)
and the trigger in order to break the hook. “I
still slip up, but I have found this is a useful
tool for changing my own habits.”
Eyal firmly believes that this is where the
future lies – “developers inspired by their
own problems, finding the ideal solution for
no other reason than you really understand
the customer.”
Nir Eyal’s book Hooked will be available free
to subscribers of his blog NirAndFar.com by
the end of 2013.
Four ways to increase
your online community’s
customer engagement
Recognizetriggers:whatbringsyouruserin?Isitan
emailoralertaboutnewcontentorisitwhenthey
needhelporadviceinoneoftheirownprojects?Identifywhat
drawspeopleinthroughpromptedtriggers–likeemails–and
unpromptedtriggers–likeemotionalcues.
Simplifyaction:howeasyisittoaccessyourcontent?
Knowingwhatuserswantandmakingsuretheycanget
toitquickly,iscrucial.
Variablerewards:don’tkeepgivingyourcustomers
thesametypeofcontent.“Doyoucheckyouremailin
thehopesoffindingthesamestuffthere?No,youhopeto
findsomethingneweachtime.”Trytipblogs,hotdiscussion
highlightsorrecommendations.
Gettheminvested:getuserspersonallyinvestedin
yourcommunity.Afterthey’vebeenrewarded,give
themanopportunitytotakesimplestepstoimprovetheir
experience.
1
2
3
4
Getting personal
“Personalizeddataisgoing to be a requirement.The real futureofthewebis
theideathatproducts shape themselves forthe user.Youneedtogiveusers
whattheywantandthengive themthe opportunityto choosehowtheywant
toindividualize the product.Technologyproducts shouldgetbetterwithuse.”

17. improvelena spegel information manager, episerver
1 2 3
EPiSERVER ENGAGE 17
Settingupthetest
Bypresentingseveralalternativesof
contentinblocksyoucaneasilytestwhatcontent,
layoutandimagesaremosteffectiveforyour
targetgroupandleadtothemostconversions.Let’s
saythatyouwanttoinviteuserstoaneventandyou
havethreedifferentsuggestionsofbannerimages.
Youcreatethreedifferentblocksthatallleadto-
wardsthesamegoal:tosignupforacookingclass.
Addingvariations
Youaddtheself-optimizingblocktothe
pageyouwanttopromotetheeventon,forexample
thestartpage.Youthenaddallthreevariations
oftheinvitation.Finallyyoudefinethegoalpage,
thepagethevisitorwillenduponwhentheyhave
signedupfortheevent.Theself-optimizingblock
willbeshownwithaspecialhighlighteffectthat
onlytheeditorcansee.
Whichworksbest?
Afterawhileyouwillbeabletoanalyze
theprogressandconversionrateofthethree
­variationsofinvitationblocks.Youwillreceive
statisticsanddatathatshowhowmanytimesbetter
aspecificblockhasconverted.Theblocksarealso
­self-optimizingsothesystemwillautomatically
displaywhichblockworksbest.
Optimize your content
for greater conversions
EPiServer 7 CMS learns what content works best
with your different visitor segments, and automatically
displays that content more often. The multivariate test
feature is a powerful tool for optimizing content, and it
is easy to handle since you use the same drag-and-drop
functionality that you use with content.
Sign Up Now!
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the chef extraordinaire you truly are.
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Our online cooking classes help you turn into
the chef extraordinaire you truly are.
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Our online cooking classes help you turn into
the chef extraordinaire you truly are.
Read more
about how to
use the tool here:
episerver.com/
improve-optimize

18. 18 EPiSERVER ENGAGE
WhatisnewinthisreleaseofEPiServer
Commerce?
Theplatformwillprovideanenhanceduser
­experiencetoe-commercemanagers,merchan-
disersandmarketers.Auniquecombinationof
e-commerceanddigitalmarketingsoftwarewill
enableourcustomerstomanagetheirproduct
catalogsevenmorequicklyandintuitivelyacross
multiplesitesandmarkets.
Whataresomeofthenewfeatures?
TheMulti-Screenfeatureallowsuserseasilyto
manageandoptimizethee-commercecustomer
experienceconsistentlyinalldigitalchannels,
whileMulti-Markethasbeendesignedtohelpgrow
revenuesacrossgeographicallocations,brandsor
customerofferings.Finally,Multi-Stockisafeature
formanagingmultiplestocklocationsinmultiple
marketsorstores.
Whatarethemainbenefitsforusers?
Userswillbeabletochangelayoutsandcontent
morequicklyandwithgreaterease,aswellasto
adapttheirproductandmerchandizingstrategies,
inordertomaximizeconversionrates.Thankstoan
easy-to-userangeoftools,EPiServer­Commerce
makesworkingwith
­e-commerceintuitive,
simpleandconstructive.
Italso­enablesbusinesses
torespondmoreeffec-
tivelytochangingmarket
trendsandoptimizethe
waytheir­productsare
displayedonline.
Whenwillitbeavailable?
ThenewEPiServerCommercewillbereleased
inthesecondhalfof2013.
EPiServer will soon launch a
new ­version of its multi-channel ­
e-commerce solution. Product
Manager ­David Bowen
talks us through some
of the new features.
Introducing the
new EPiServer
Commerce
David Bowen.
UPDATENEWS from EPiSERVER
by Isabelle Kliger

19. EPiSERVER ENGAGE 19
ThemostrecentversionofEPiServer’smarket-leadingcontentmanagementsystem,EPiServer
7.1CMS,wasofficiallyreleasedinApril.BuildingonthesuccessandflexibilityofEPiServer7
CMS,thenewversionisofferedviaaone-clickupgradeavailablethroughtheEPiServeradd-on
store.Theupgradeoffersmarketersarangeofnew,innovativefeatures,includingmultivariate
testingandsocialmessagescheduling,allofwhichrequireminimalITinvolvement.EPiServer
SocialReachenablesyoutouseasingleinterfacetotailorsocializedandpersonalizedcontent
acrosssocialchannels,includingTwitter,FacebookandLinkedIn.
Improveyourmarketingagility
one-click
upgrade
The buying journey no longer takes place on a single device in a
single context. Download our eBook From Mobile to Desktop (and
back again) to learn how to master communication on mobile, tablet
and everything in-between. episerver.com/multiscreenEnhancedsearch
functionality
EPiServerhascompletedtheacquisitionof
­SwedishsearchproviderEuroling.By­incorporating
Euroling’ssearchtechnologyintoitsexisting
­capabilities,EPiServerwilloffercustomersthe
abilitytosearchacrossmultiplestructuredand
unstructureddatasources.
“Weknowthatcustomershavetoanalyzean
abundanceofdatafasterandusethatinformation
topresentaunique,personalonlineexperience
totheirvisitors,”saysEPiServer’sCEOMartin
­Henricson.“Thisinitiativewillenableustoimprove
thecustomerexperiencebydeliveringthebest,
mostappropriateresultstothevisitorthrough
advancedsearchfunctionality.”
EPiServerFind,designedforcontentretrieval
­applicationsandonsitesearch,isalready­available
tocustomers.Thesearchtechnologygained
fromtheEurolingacquisitionwillbeintegrated
withEPiServerFind,makingitastate-of-the-­
art­enterprisesearchapplicationandabigdata
product.
SharePoint
integration
EPiServerConnectforSharePointisanadd-on
thatintegratesSharePoint2013,2010or2007with
EPiServer7CMS,allowinguserstomakethemost
ofbothsolutions.Theconnectorenablesusersto
leveragetheirbusiness-criticalSharePointassets
bybringingthemonlineinrealtime.
ContentfromSharePointwillbeautomatically
publishedtotheuser’swebsiteandcanalsobe
sharedinsocialchannels.Meanwhile,EPiServer
7CMSwillensurethatthecontentisputintothe
rightcontextformaximumimpactandthatitlooks
goodacrossscreens–bothondesktopandmobile
devices.
ThisyearwillseethelaunchofEPiServer7.5CMS
–anewversionofEPiServer’smarket-leading
ContentManagementSystem–offering
improvedefficiencyforsomeofthe
businessuser’skeytasks.
AccordingtoProductManager
PeterSunna,themainthemefor
thisreleasehasbeentoreduce
thetimeneededtocompletethe
mostcommontasks,whencreat-
ingandoptimizingthecustomer
experience.
“EPiServer7CMSlaunchedanewuserinter-
facethatsoughttomakeiteasiertoworkwith
content,”hesays.“WithEPiServer7.5CMS,we’ve
focusedonefficiencybystreamliningcommon
tasks,suchasaddingateasertoapageanddefin-
inghowtodisplayit.Withournewself-optimizing
blocks,userscanalsotestwhatlayoutworksbest
andautomaticallydisplaythewinner.”
Sunnaexplainsthat,asbusinesses
continuetoaddmorechannelsto
theirmarketingstrategies,with
alargerproportionofpersonal-
izedcontent,EPiServerwanted
tocreateasolutionthatwould
makeitpossibletoachievegreater
impactwithlesswork.
“UsersofEPiServer7.5CMSwillfind
amoreresponsiveuserinterfacethatrequires
fewerstepstocreateaneffective,multi-channel
customerexperience,”hesays.
EPiServer7.5CMSwillbeavailableinthesecond
halfof2013.
Continuous CMSinnovation

20. Fuel your e-Commerce growth!
EPiServer Commerce is a multi-channel, multi-market
e-Commerce platform built around the user.
Our e-Commerce solution incorporate the full scope of EPiServer’s best-in-class
Web Content Management to power your end-to-end e-shop and help you reach
revenues and growth faster. No matter what channel or what market.
Visit www.episerver.com/Commerce
Connecting e-Commerce and Digital Marketing
Fuel your e-commerce growth!
EPiServer Commerce is a multi-channel, multi-market
e-commerce platform built around the user.
Our e-commerce solution incorporates the full scope of EPiServer’s best-in-class
web content management to power your end-to-end e-commerce site and help you
reach revenues and growth faster. No matter what channel or what market.
Visit www.episerver.com/Commerce
Fuel your e-Commerce growth!
EPiServer Commerce is a multi-channel, multi-market
e-Commerce platform built around the user.
Our e-Commerce solution incorporate the full scope of EPiServer’s best-in-class
Web Content Management to power your end-to-end e-shop and help you reach
revenues and growth faster. No matter what channel or what market.
Visit www.episerver.com/Commerce
Connecting e-Commerce and Digital Marketing