Sitecore: Web psychology and customer experience
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This document discusses how analyzing customer data and personalizing customer experiences based on that data can improve business outcomes. It provides examples of companies like EasyJet that saw increases in sales conversions, spending per customer, and test drives by dynamically personalizing their websites and messaging for each visitor based on information like search history, location, and past behaviors. The document advocates connecting customer data from across organizations to deliver targeted, cross-channel experiences and emphasizes that quality, relevant personalization can positively impact customers and lead to measurable business improvements.
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Sitecore: Web psychology and customer experience
- 1. Web psychology and customer experience Sandra White Business Optimisation Consultant - Sitecore
- 2. 2 Web psychology: “The empirical study of how online environments influence our attitudes and behaviours” Nathalie Nahai, The Web Psychologist
- 3. 3
- 4. Experience matters Being treated as an individual is cool
- 5. 5 Personalisation even makes business sense Not on the High Street 2 founders in 2006 to 120 employees today Recession-defying
- 6. The prize?
- 7. 7 Customer experience translates to the bottom line
- 8. 8 The data’s all there www.informationisbeautiful.net
- 9. 9 “Data is the new oil? No: data is the new soil” David McCandless www.informationisbeautiful.net
- 10. 10 “Information is not knowledge” Albert Einstein
- 11. 11 Disconnected
- 15. 15 Losing sight of Customers
- 16. 16 Data is your starting point ACT ANALYSE To drive business decisions AGGREGATE To define new relationships COLLECT & CONNECT Data from across your organisation
- 17. 17 And you need a system that supports you Personalize messaging across all channels Manage content, information and assets Analyze, get insight, make decisions and automate Collect and Connect actionable customer data Integrate with business systems or other sources
- 18. 18 Know every customer
- 19. 19 Act on what people do Sitecore holds data at visitor level Every visit, interaction, goal, outcome
- 20. 20 Segmentation Segment anything in the experience database to quickly and easily deliver personalised cross channel experiences
- 22. 22 Testing everything One click and advanced testing
- 23. 23 23 Some examples of brands doing it right and reaping the rewards
- 24. 24 Michael O’Leary Ryanair “EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said on Thursday, as he launched 12 new routes from Stansted. “We can learn from the bits they have done well” The Telegraph Friday 29, November 2013
- 25. 25 Using search or GeoIP data, Sitecore now dynamically personalises the easyJet home page for each visitor – showing flights from their nearest airport, plus imagery and content that appeals to their previous behaviours. The homepage shows live pricing for relevant flights from a local airport – showing easyJet’s low-cost credentials, and with a click – the visitor can add those flights to their basket.
- 26. 26 Budget airline joins FTSE 100 The Luton-based firm is the London market’s 82nd largest company and will earn a place among the ranks of blue-chip companies 8:11pm UK, Wednesday, 6th March 2013 Website goes live FTSE 100
- 27. 27 EasyJet changed the market…more quickly followed Sales conversions increased by 5% within 30 days of launch Average passenger spend on seat and ancillaries also increased by £1.64
- 28. Nissan Personalisation by adword Build your dream car – automated, personalised completion prompts 150% increase in test drives
- 29. Australian Super On-site browsing behaviour combined with detailed member profile Secure area adapts according to life stage and investment type 300% increase in log in and self service
- 30. Rotman Business School Use geo-targeting to identify overseas students Messaging adapts to address their specific concerns
- 31. 31 Quality and relevance make the difference Sites adapt, visitors have a positive experience – measurable improvement seen
- 32. 32 Over 4,000 customers are thinking this way
- 33. 33 Thank you!
Notas del editor
- Can I ask does anyone look at this and have a good experience? Ok does anyone have a bad experience? So can I assume most people don’t feel any experience? And this is what happens most of the time. People view website content, open emails, see banner ads and they don’t have any experience. They just have a memory. An experience is a lasting memory and it beats content. Content is certainly no longer king. It’s all about how you feel and fundamentally DID YOU LIKE IT?
- From our earliest years, we prefer things that are just for us – that recognise and treat us as individuals. My little daughter is a the perfect example of how early on these things form in our minds – year round, every trip to sainsburys ends with her scoping out birthday cakes, deciding which one she likes, changing her mind from Frozen to Despicable Me to Hello Kitty and back again But when her birthday rolls round, a personalised cake, with her name, shaped in the number of her age, with her favourite moshi monsters on it wins hands down (I didn’t bake this, by the way). In fact, she’s had them for so long now, that if she got a shop bought number in a couple of weeks time, when she turns 7, she’d be actively disappointed
- And it’s not just kids who love this stuff. Look at NOTHS – a business that didn’t exist 10 years ago has thrived in the recession – capitalising on personalised gift-giving. Because we all secretly or not so secretly are delighted by things that are about individuality. UNDERSTANDING your audience’s psychology, communicating persuasively and selling with integrity are the key to digital success.
- And the prize is that doing this adds significantly to the bottom line. Take coffee – the mark up in taking it from commodity, which costs 2-3c a cup to an all singing, all dancing coffee EXPERIENCE, as served up by various niche coffee shops all over London, is astounding by anyone’s standards Not every business sells coffee, of course, but the truth is that better EXPERIENCE means a better psychological effect on the customer, which can attract a premium price
- This table shows the broader impact of this thinking in business – Watermark consulting map focus on customer experience against stock market performance and the results every year are stark. CX leaders outperform not only laggards but share performance in general. Leaders see a greater return even than a market which has risen sharply – while Laggards, even in this climate, post losses
- So, what does it take? Well, naturally, it all starts with understanding your customers – before you can communicate. Nowadays, of course, the challenge is knowing which data and attributes to focus on, not where can you find suitable data. Your digital visitors are literally leaving you millions of clues every month – what they’re interested in, what they aren’t interested in, where they get stuck, when they like to visit, how often, via which channel…. Only their mums know them better
- And excitingly, thinking is now starting to turn beyond the idea of data as just a commodity, like oil – we’ve all heard that phrase Instead, smart businesses are thinking about using the data they have to GROW and NURTURE ideas and relationships with their customers, which improve not just their experience but also create positive business outcomes. And of course, everyone’s a winner in that scenario
- However, all this can only start with the realisation that one or more big piles of data are just the starting point. Head scratching about where useful data might come from has long been replaced by head scratching about how to navigate the absolute sea of data that businesses hold – often housed in multiple systems And that tends to be the issue – I ran a workshop recently where I asked delegates to list out what was preventing their organisation from creating targeted, personalised experiences for their visitors – and more than concerns about privacy, or executive buy in, or anything else – top of the list by far was disparate, unconnected data, in silos created by various business areas over the years to solve their immediate concerns, rather than putting customers at the centre “Technical debt” is the phrase we hear a lot
- [ Speaker notes: Reframe: First Reframe or unrecognized need, : establish credibility, by “reading their mind”, demonstrating empathy, and showing you know their business. ] Companies and their customers have become Disconnected. [CLICK]
- As you have added in more systems and processes to deal with all this new marketing technology. Yet the more you put in additional marketing systems to solve these issue, the more you increase this complexity. We know there are over 947 identified marketing technology offerings out there, and it’s doubling about every 18 months. Everyone’s in an arms race to add more technology to solve the customer experience, yet not realizing that simply adding more point systems, is compounding the problem. Why? [CLICK]
- Because almost every time you add a new delivery system, you add another data store. Your creating all these pockets of data about your customer’s experience – in pieces all over the place. As you put in additional marketing systems to try to solve one set of issues, the more you increase this complexity, and the more disconnected your customer data becomes. [CLICK]
- And you’re getting disconnected from your customers. Most companies consider data the most important area for delivering an integrated customer experience. – Econsultancy / CACI - (63% say it’s critical) Most agencies consider data the most important area for delivering an integrated customer experience among their clients. – Econsultancy / CACI (70% say it’s critical) Yet marketing systems are increasingly complex and your customer data more and more scattered.
- And along the way you are losing sight of the actual people trying to do business with you. And Marketers know this. They know they need to improve. However: Only 30% of respondents have a single view of customers across online and offline touchpoints. – Sitecore CX Maturity Model Survey – and that doesn’t even ask if they are using that single view to deliver a unique customer experience…. Research by CMO Club found: 85% of CMOs say their efforts at implementing an omni-channel marketing strategy are being thwarted by a lack of access to data and inadequate tools/technology. – CMO Club
- So, the first step is to start collecting and connecting as much of your data as you can and linking it to digital data This aggregation leads to you being able to define new relationships within the data, and to see an increasingly complete view of your visitors Then you can analyse and drive business decisions that support the positive experiences you want your customers to have when they interact with you
- What people do naturally gives you the clearest indication of who they are – and in Sitecore we capture every interaction and store it at visitor level. This gives you a complete view of every visitor at micro level. We capture a contact card of information and combine this with a timeline so you can visualise in absolute detail how every visitor interacts Obviously while this is great, once data volumes get above a certain level, how much you dig around in here is going to be limited. but
- Given Sitecore started life as a CMS vendor in 2001 it’s a given we have content creation and management nailed. These are the key additional area’s or clients require to create amazing customer experiences
- Here’s another great example – main reason its all down to Sitecore. 100% attributable to our DMS No design change, no UX change Just Personlisation based on a couple of key spots for first 6 months
- To go back to the original point, then, to truly put psychology into practise, just like in the real world, you need to start with the individual – get to know them, build a picture, adapt. New evidence to update beliefs – skating very close to Bayes theorem there. But in any case – you need to lay the foundations right to capture as much as you can.