Driving the Customer Brand Experience Online

DRIVING THE CUSTOMER BRAND EXPERIENCE ONLINE

Shelley Mayershelley@devlin.ca416•363•6316 x298@shelleymayer@DevlinTOlinkedin.com/in/smayer

DRIVING THE CUSTOMER BRAND EXPERIENCE ONLINE

• Building a Brand

• Website Review – Top 10 Canadian Brands

• Building a Better Brand Experience with your Website

• Case Study: Lexus Canada

BUILDING A BRAND

Website

IS THIS WEBSITE A GOOD REFLECTION OF THE BRAND I KNOW?

10t

h

9th

8th

7th

6th

5th

4th

3rd

2nd

1st

WEBSITES CANNOT BE IGNORED

BUILDING A BETTER BRAND EXPERIENCE WITH YOUR WEBSITE

• Stand for something

• Be clear & concise

• Celebrate your brand

• Make it enjoyable

• Stimulate all of the senses

• Create an experience

• Inspire brand advocacy

LET’S BREAK IT DOWN: THE HOW

Successful websites generate an effective balance between these elements – you can’t focus on one while ignoring another and hope to

create a truly satisfying online experience for web visitors.

-J.D. Power and Associates, 2010

START WITH YOUR USERS

• Who are they?

• What do they want to do?

• How much do they know?

• Which features & functions will they use most often?

CONTENT

• Content Plan

• Format/Types

• Text, Images, Videos, Rich Media, Features & Functions, Reviews, Community, Blog etc.

• Valuable, Relevant• Accurate, Current• Aligned to Brand• Where? When? Who?

NAVIGATION

• Based on structure with clear organizing principle

• Visible, Permanent

• Consistent

• Use common language

• Makes sense at any point of entry

• Search"American Maze" by Dale Wilkins

APPEARANCE

APPEARANCE

APPEARANCE

APPEARANCE

SPEED/PERFORMANCE

Source: Useit.com, Jakob Nielsen

DEVICE INDEPENDENT

Desktop Internet Users

Mobile Internet Users

END WITH YOUR USERS

• Involve actual users in your testing

• Test most common features & functions

• Consider user view across all 4 aspects:

• Content, Navigation, Appearance, Speed

LEXUS: DRIVING THE BRAND EXPERIENCE

J.D. POWER CANADIAN MANUFACTURER WEBSITE EVALUATION STUDY

2010

1st“[Lexus.ca] ranks highest in

customer satisfaction with a score of 843 on a 1,000-point scale,

performing particularly well across all four factors”

J.D. Power and Associates

2006

24th

756 points

2007

3rd

833 points

SATISFIED USERS GENERATE HIGHER CONVERSIONS

Source: J.D. Power and Associates 2010 MWES Study

100-700

701-800

801-900

901-1000

0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0

7.1

8.0

8.6

9.3

5.5

7.6

Likelihood to Test Drive Increases with Satis-faction ScoreSatisfaction

Score

Likelihood to Test Drive

Lexus

Lexus

START WITH YOUR USERS

• Create the Lexus Experience for consumers

• What does the Lexus customer really want?

• Compare Vehicles

• Determine Monthly Payment

• Equip & Price a Vehicle

• Browse Pictures/Videos

• Research Features & Specs

• Find a Dealer

START WITH YOUR USERS

APPEARANCE

APPEARANCE

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

NAVIGATION

NAVIGATION

NAVIGATION

SPEED/PERFORMANCE

SPEED/PERFORMANCE

SPEED/PERFORMANCE

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Series1

LexusCanada

YouTube

MercedesCanada

BMWCanada

Vertain.com Website Speed Test

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eed

in

secon

ds

END WITH YOUR USERS

KEY TAKEAWAYS

• Will our customers get what we stand for?

• Is our brand well represented?

• Do I know the top 3-5 goals of my users?

• Does my content and navigation support this?

SOURCES

• http://www.interbrand.com/en/best-global-brands/best-global-brands-methodology/Overview.aspx

• http://www.internetworldstats.com/stats14.htm#north

• http://www.useit.com/alertbox/response-times.html

• http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/

• http://www.useit.com/alertbox/20000319.html

• http://businesscenter.jdpower.com/news/pressrelease.aspx?ID=2010082

• http://www.vertain.com

• J.D. Power and Associates Analyst Briefing: 2010 Canadian Manufacturer Web Site Evaluation StudySM (MWES) Executive Summary May

DRIVING THE CUSTOMER BRAND EXPERIENCE ONLINE

Shelley Mayershelley@devlin.ca416•363•6316 x298@shelleymayer@DevlinTOlinkedin.com/in/smayer