Building Engaging Websites and Digital Experiences
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2 DNN / Proprietary and Confidential. All Rights Reserved.2DNN / Proprietary and Confidential. All Rights Reserved.
Challenges of connecting to digitally empowered consumers
Marketers are prioritizing Customer Experience (CX)
Consumers want a simple life
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
3 DNN / Proprietary and Confidential. All Rights Reserved.3DNN / Proprietary and Confidential. All Rights Reserved.
Challenges of connecting to digitally empowered consumers
Marketers are prioritizing CX
Consumers want a simple life
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
Consumers are increasingly likely to be “continuously connected”
28 25 24 2215
23 2621
1821
42 4248
51 58
7 7 7 9 6
Global US UK Germany China
% o
f re
sp
on
de
nts
Frequency of connection
All day long Every hour 2-4 times a day Once a day or less
Source: A.T Kearney Analysis, 2014
Content consumption on digital devices is increasing
DNN / Proprietary and Confidential. All Rights Reserved.5
47% of time
spent with
media is on
digital
… vs. 37%of time spent
with TV
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…and mobile is becoming the ‘first screen’
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56% of all time
spent on U.S. online
retail occurs on a
mobile device
“Brands that see mobile
as the ‘second screen’ risk losing relevance with
connected customers”
-Altimeter Group, Jan 2015
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90% of
consumers move between devices to accomplish a goal
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The number of digital
touchpoints is increasing
by 20%annually
10 DNN / Proprietary and Confidential. All Rights Reserved.10DNN / Proprietary and Confidential. All Rights Reserved.
Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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2.1
8.1
11.4
14
10.5
14.4
6.8
10.3
12
12.1
13.1
14.3
0 2 4 6 8 10 12 14 16
Useful information about your account
Right level of detail for what you need
Achieve what you need to do in very few clicks
Easy to carry out basic tasks e.g. download, pay
Up-to-date information, e.g. pricing
Easy to find what you’re looking for
Points attributed to a given attribute
Consumers Marketers
Source: Digital Experience – Are Brands Meeting Consumer Expectations?
Increasing sophistication of consumers
• Both groups value ease of usage e.g. “easy to find what you’re looking for” and “you can achieve what you need to do in very few clicks”.
• Although consumers more likely to value “up-to-date information e.g. pricing” and “useful information about your account”.
But simplicity isn’t all they want…
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251
276
348
439
441
642
831
Products that are customized for me
Very respectful of my privacy
Lowest prices
Easiest to shop with, save me the most time
Best service when I have an issue
Treat me well as a loyal customer
Very trustworthy with my data/information
Question: If you were building the perfect company to serve you, what would be most important? N = 618
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
Marketers realise the importance of CX
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Customer experience
and
content marketing are the ‘most exciting
opportunities’ for marketers
in 2015
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
Q: “We try to
differentiate
through customer
experience”
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
…and are differentiating through CX
Personalized experiences are the priority
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
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48%
40%
8%3%1%
Our growth depends on personalizing the customer’s experience
Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree
88% agree that their growth depends on
personalizing the customer’s experience
Question: Do you agree or disagree with the following statements? N=234
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Most organizations lack the essential
capabilities or tools to fulfill on that promise…
34% 37% 37%
0%
15%
30%
45%
60%
We do a good job of linking ouronline and offline customer
experiences
We have the tools we need toprovide exceptional customer
service and experiences
We are able to tie customerexperience activities to revenue
and/or cost savings
Question: Do you agree or disagree with the following statements? N=234
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?
Source: Econsultancy / SDL The Retailer’s Imperative 2015
Customer Experience management technologies
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Companies who are personalising
web experiences are seeing
an average 19% uplift in sales.
Realities of Online Personalisation – Econsultancy/Monetate 2013
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Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?
Content management = engagement
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Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
…but the CMS is only enhancing the experience for 31%
“Our CMS facilitates a brand-enhancing digital presence”
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
Persuasion architecture
Explicit directional cues: obvious, often taking
the form of an arrow, line or curve that creates a
visual pathway
Implicit directional cues: such as line of sight,
color, shape and size, and prioritization through
visual weighting
- Designing a website or customer journey in such a way as to
convince and persuade a buyer to convert
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Experience in the moment
Audience level: entry point, direction & content,
third party data
Individual level: purchase history, deep
demographics, personality typing, loyalty info
Optimizing the experience…how and for whom?
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46%
50%
56%
54%
58%
54%
57%
56%
58%
39%
38%
40%
46%
47%
49%
0% 15% 30% 45% 60% 75%
I’ve bought something with my mobile phone other than apps, music or video
I’ve bought anything with my mobile phone (including apps, music and video)
I’ve downloaded the mobile app for a service (TV, bank, real estate, etc.)
I’ve downloaded the mobile app for a store (retail, home improvement, etc.)
I’ve bought something because of an email I received
Average Young AffluentQuestion: Do any of the following apply to you? N=301
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
DNN / Proprietary and Confidential. All Rights Reserved.36
Focus on CX is warranted but scattered. Implications for the organization tend to be underestimated.
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Personalization should be more than
delivering promotions…value drives margin
and loyalty.
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The online/offline gap has to be bridged. That’s the next phase.
39 DNN / Proprietary and Confidential. All Rights Reserved.39DNN / Proprietary and Confidential. All Rights Reserved.
Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
Neiman-Marcus
• Blending content and commerce to increase interaction
• Icon showing an inbox with messages
• Personalised mobile experience
Case Study: Starbucks
• Most popular mobile payment facility in US.
• Improving loyalty and customer service.
• Delivering a great mobile experience.
For More Information
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digital experiences.
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