Building Engaging Websites and Digital Experiences

April 30, 2015 9am PDT

Stefan TornquistVP Research

Econsultancy

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



Marketers are prioritizing CX





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

6 DNN / Proprietary and Confidential. All Rights Reserved.

…and mobile is becoming the ‘first screen’


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


90% of

consumers move between devices to accomplish a goal


The number of digital

touchpoints is increasing

by 20%annually

Increased digital sophistication has reduced the impact of brands








Case studies


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?

https://econsultancy.com/reports/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…


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








Case studies

Marketers realise the importance of CX


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”


…and are differentiating through CX

Personalized experiences are the priority



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


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








Case studies


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


Companies who are personalising

web experiences are seeing

an average 19% uplift in sales.

Realities of Online Personalisation – Econsultancy/Monetate 2013


Q: What are the primary ways you believe your company can differentiate itself in selling to and retaining current customers?

Content management = engagement


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

Using social media to drive engagement and visitors

28

Still the one









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


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?


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








Case studies


Focus on CX is warranted but scattered. Implications for the organization tend to be underestimated.


Personalization should be more than

delivering promotions…value drives margin

and loyalty.


The online/offline gap has to be bridged. That’s the next phase.








Case studies

Neiman-Marcus

• Blending content and commerce to increase interaction

• Icon showing an inbox with messages

• Personalised mobile experience

http://www.luxurydaily.com/wp-content/uploads/2014/02/Neiman-Marcus-app-messages.png

http://www.luxurydaily.com/wp-content/uploads/2014/02/Neiman-Marcus-app-messages.png

http://www.luxurydaily.com/wp-content/uploads/2014/02/Neiman-Marcus-app-Connect.png

http://www.luxurydaily.com/wp-content/uploads/2014/02/Neiman-Marcus-app-Connect.png

COPD Foundation


HSBC


SchoolDude


Case Study: Starbucks

• Most popular mobile payment facility in US.

• Improving loyalty and customer service.

• Delivering a great mobile experience.

https://econsultancy.com/case-studies/how-starbucks-mobile-apps-are-improving-loyalty-and-customer-experience

https://econsultancy.com/case-studies/how-starbucks-mobile-apps-are-improving-loyalty-and-customer-experience

For More Information

Visit our website to learn how Evoq Content helps you build engaging websites and

digital experiences.

http://www.dnnsoftware.com/products/evoq-content?utm_source=dnn-slideshare-econsultancy-apr-2015&utm_campaign=dnn-slideshare-econsultancy-apr-2015



Building Engaging Websites and Digital Experiences

Marketing

digital consumers

increasingdnn proprietary

screendnn proprietary

digital devices

number of digital touchpoints

digital tools

digital highway

orientated consumers