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Act with Digital CertaintyeZ Conference, London
June 8th 2017Sigurður Orri Guðmundsson
What is Siteimprove?
Quality assurance of contentAccessibility of websitesAnalyticsSEOComplete platform
Why are we here?
A “digital effectiveness” crisis is holding organizations back
88%abandon a site after
a poor digital experience
75%develop a brand
perception based upon the digital experience
Sources: University of Surrey, econsultancy
Numerous questions are a concern for innovators.
• How is our digital presence supporting our business goals?
• How to improve the customer experience?
• How to generate more revenue?
• How to manage and deliver our digital presence in a successful and efficient way?
Introduction to thedigital challenge
Everything needs to be top notch
The Digital Presence
Numerous platformsMore contentMore demands from customersMore demands to usSocial mediaAppsWebsitesSubsitesIntranetMobile version
What does a webteam have to have?
Expert in social mediaExpert in AnalyticsExpert in AccessibilityExpert in SEOExpert in designExpert in content writing
What do we know about the impact of our digital presence?
Companies offering superior CX are outperforming their peers in terms of revenue and customer growth
Forrester data CX Index 2016
Audi AG – Growing through quality
“ People’s standards have risen, the volume of text in content updates has increased, and the update cycles have shortened considerably at the same time.
We have new content every day, and decentralized editing. ”
– Volker Scholz, Head of Internet and Content Management at Audi AG
Graubunden Tourismus – The challenge of a relaunch
“At the beginning of such a project (relaunch) youhave a lot of ideas and would like to do as much aspossible.
The biggest challenge was to decide what is reallynecessary to achieve our strategic goals and whatis more of a "nice to have".”
Ask yourself the right questions
How to approachthose challenges?
What questions are relevant?• What are our business goals?
• How is our digital presence supporting those
goals?
• What is my digital strategy?
• What is the impact for our business when we are
not taking advantage of the digital channels?
• How can I measure the success of my digital
effort?
• What should I improve and how?
Best practices
Communicate a clear digital strategy to your team and enforce brand guidelines to insure e-reputation.
Measure what matters
Set up clear, ambitious but realistic goals for your team and start measuring your performances.
Stop focusing on superficial metrics that are not demonstrating any value/outcomes.
-Traffic-Demographics
Track Real KPI’s:Finance Industry: Lead generation, retention, loyalty, self-servicePublic Industry: Self-service, engagement BtoB: Lead generation, product relevance
Best practices
• Prioritize actions and facilitate collaboration
• Act proactively instead of reactively
• Keep control and base your decisions based
on actionable data.
• Demonstrate clearly the ROI of your digital presence
• Define what is successful and what is not, adapt your
strategy and continue tracking!
Work smarter
Best practices
• Be certain of quality
• Be certain you maintain credibility
• Be certain things get done
• Be certain of impact
• Be certain of success
• Be certain you achieve compliance
• Outperform the status quo
Act with Digital
Certainty
Questions?
Thank you!