5 Ways to Improve Online Conversions

Sitecore. Compelling Web Experiences
Page 1 www.sitecore.net
5 Ways to Improve Your Online
Conversion Rates by Better
Understanding Your Visitors
Darren Guarnaccia, VP Product Marketing
DG@sitecore.net

About Sitecore
 Leadingprovider ofenterprise-class .NETwebcontentmanagement andportal
softwareformid-to-largeorganizations
 Presence
 SanFrancisco, Portland,Boston,Copenhagen,Stockholm,London,Munich,Amsterdamand
Brisbane
 Stability
 Profitablesinceinceptionin1999,sameowners,samevisionandsametechnology(.NET)
 Customers
 Over1800clientinstallationsmanagingover20,000websitesworldwide
 Recognized
 BestMicrosofttechnologyalignment,MicrosoftISVPartneroftheYear2003/2004,Microsoft
GoldPartner
 RankedVisionaryGartner MagicQuadrantforWCM2009
 RatedpositivelybyForresterin“5AdditionaloptionsforWCM”researchAug09
 Supported
 Over450SitecoreCertifiedPartnersworldwide,withover150inNorthAmerica

Sitecore’s 1800+ customers include:

Customers have changed
Caused by a variety of factors
 The economy
 Unprecedented access to information
 Unprecedented access to other customers
 Less tolerance for risk
 Long Tail effect

Long tail effect
 We don’t own our own brand
 Customer’s demand relevancy

New Customer engagement model
Customers have access to vast information sources
 Arrive at your door step well educated already
 They are qualifying you
 They want solutions, not products
 Demand relevant offerings or they abandon
 Customers buy business outcomes

The sales funnel has inverted

The customer’s are gaining control

What does this mean?
Your sales process must start earlier
 Your website becomes the “tip of the spear”
 Engage customers with solutions to their challenges
 Identify key issues and drivers for each visitor
 Uncover latent pain for prospects
 Nurture and target high value prospects

Making your site the Tip of the Spear
5 ways to improve your websites conversions rates and
better understand your customers
 Tuning your website to become a customer intelligence engine
 Nurture your prospects towards solutions, overcome
objections
 Engage your visitors episodically, holistically
 Analyze success, guide similar prospects on path
 Blend community content to overcome risk

Your website as a customer intelligence engine
Avisitor’s behavior can tell you a great deal about them…
but, define want to know about your customers first
 What knowledge helps your sales people?
 What segments are meaningful for your offerings?
 What stages do customers have in the sales process?
 What problems and issues do your solutions solve?
 What objections do you have to overcome in the sale
process?
 Who buys your products?

Now you have a catalog of knowledge you’d like to learn
about your customers, now map that to your content
 Build a matrix detailing all your content
 How does your content map to what you want to know
 Find the holes in your content/knowledge matrix and fill it
 Give content a score in every area of knowledge
 Score content and visitor behavior in terms of buying signals
 Apply these scores and weights to your website analytics or
web technology

What you’ll learn
 Detailed knowledge about what each prospect cares about,
and pain points
 Rich segmentation information and persona mapping
 Sales stage / lead readiness knowledge
 Which campaigns perform well against which segments, and
business drivers
 How well qualified are the leads from your campaigns

Nurture towards solutions, overcome objections
Now that you know what your prospect cares about:
 Offer and recommend content based on their needs
 Based on needs and sales stage, promote content to
overcome objections
 Demonstrate leadership and expertise
 Integrate email and advertising campaigns with prospect
profile
 Nurture and warm prospects until ready for sales engagement
(leadscore)

Engaging visitors episodically & holistically
Start tracking your prospects across their many visits
 Use their profile to tell an incremental story
 Understand visitors from the same organization
 Tie campaigns to the user experience
 Overcome objections incrementally

Analyze successful conversions and replicate
Analyze successful outcomes by:
 Segment
 Buyer type
 Businessdriver/needs
 Objections
 Geography /Market
Find the common patterns in behavior
 Performgapanalysis onwins vs.lossesintermsofcontentconsumed
 Tiesessions toCRMaccountsforadded information
 Createincremental goalsthatcanbetrackedassuccesses

Analyze successful conversions and replicate
Once you know what good looks like…
 Guide prospects with similar characteristics to similar content
and outcomes
 Create calls to action and content recommendations based on
the “ideal path”
 Target content in nurture rotations via email and onsite
messaging

Blend community content to overcome risk
Surfacing community content can help overcome risk in
sales process
 Prospectsaredoingsignificantresearch upfront
 Onlygettingpartofyourmessage
 Promoteyourchampions,andadvocates
 Associate communityconversationswithrelevantwebsitecontent
 Highcredibilitycontent,canovercome riskandfearincustomersmind
 SEObenefits

5 ways to improve your websites conversions
 Tuningyourwebsitetobecomeacustomerintelligenceengine
 Nurtureyour prospectstowardssolutions,overcome objections
 Engage your visitors episodically, holistically
 Analyze success,guide similarprospectson path
 Blendcommunitycontenttoovercome risk

Q & A
Additional information can be found at:
www.sitecore.net
Follow up questions please contact:
Darren Guarnaccia
dg@sitecore.net

5 Ways to Improve Online Conversions

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