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Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend. This is a presentation I gave at Ad:tech in April 09. It details how websites can be improved to maximize advertising investment.
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Sitecore. Compelling Web Experiences
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Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend
Darren Guarnaccia, VP Product [email protected]
Sitecore. Compelling Web Experiences
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About Sitecore
Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations
Presence San Francisco, Portland, Boston, Copenhagen, London, Munich, Amsterdam and Brisbane
Stability Profitable since inception in 1999, same owners, same vision and same technology (.NET)
Customers Over 1600 client installations managing over 20,000 web sites worldwide
Recognized Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft
Gold Partner Gartner “Cool Vendor in WCM” 2008 Gartner WCM Marketscope rating: Positive
Supported Over 450 Sitecore Certified Partners worldwide, with over 150 in North America
Sitecore. Compelling Web Experiences
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Sitecore’s 1600+ customers include:
Sitecore. Compelling Web Experiences
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Did you hear the news?
Advertising is dying…
TV viewing is declining and time shifted
People are better than ever at ignoring ads
People want what they want, and not much else
Newspapers and magazines are dying out…
Our credibility is at an all time low
Sitecore. Compelling Web Experiences
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Did you hear the news?
Add in the new statusphere and attention economy
We don’t own our own brand
Long tail society
Segmentation isn’t enough anymore
Sitecore. Compelling Web Experiences
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Most Web Sites underperform
Many organizations do not live up their potential to convert advertising traffic Advertising is growing more expensive Delivering weaker results Advertising spend is not yielding residual value Attention fragmentation undermines CLV
Sitecore. Compelling Web Experiences
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Introduction to the 7 Habits
Steven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)
Apply the same rules to your Web site
Your Web site is a mechanism to build and grow an online relationship with your audience
Sitecore. Compelling Web Experiences
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What can we do?
We can improve how our websites maximize our Ad spend
Improve ad conversion
Improve our spending decision processes
Increase residual value of advertising
Re-engage with customers on a long-term basis
Sitecore. Compelling Web Experiences
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Habit #1 Deliver what the customer expects with continuity of messaging Landing pages need to deliver on the ad’s promise
Copy and calls to action must be in line Offer expertise based on the ad’s subject Engage the user and build trust quickly Start looking for the problem
Keep telling the story as they move deeper into your site Consistently message to the user throughout their experience Uncover the customer needs and deliver solutions
Benefits Reduce bounce rates Increase conversion rates Build credibility with prospects and customers
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Habit #2 Segment and balance user experiences with site goals
Not as obvious as you think Align your promises with your calls to action Identify latent needs Allow visitors to self segment Guide users where you want them to go Remember: landing page is just the start
Ask yourself… How will each segment react What different types of goals do they have?
Benefits Build credibility with visitors and prospects Higher conversion rates (leads, transactions, self service, etc.)
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Habit #3 Deliver value back to your Web visitors by waiting for the right moment Pick your pitch
User experience must win out Visitors aren’t always ready to engage Understand intimacy levels Lead scoring helps find buying signals Customers filter advertising because it’s always on Make it personal, make it matter Deliver value
Benefits Improve conversions on site Differentiating experiences Word of Mouth (WOM) marketing
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Habit #4 Learn to learn, listening to your segments and optimizing messaging Learning to listen
Scoring your content and actions Testing and validating with polls and surveys What profiling can tell you Measure performance by segment and persona Test, test, test: Test messaging with MVT
Benefits Better understand of each and every customer Incrementally improve campaign performance by segment
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Habit #5 Overcome objections and barriers using community content and engagement Understand your customers hurdles
Ask your sales team Understand the sales lifecycle Use community to overcome fear and build trust Use content marketing to overcome objections The 6th man of your sales team
Benefits Drive leads deeper into the funnel for your sales team Reduce cost of sales Improved conversion rates and win ratios
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Habit #6 Get the conversation started: Long-term customer value through ongoing dialog
Create an ongoing conversation with your customer Engage users in community content Put your customer community to work for you Offer community content interchangeably with your content Build trust and confidence using your community
Benefits Creates value for the customer Greater customer intimacy / Loyalty Expands the customer relationship Deeper understanding of customer needs
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Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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Habit #7 Provide the ongoing content and experience for which visitors hunger and return
The show isn’t over after the first dance Content marketing mixed with episodic delivery to keep them coming back Build content assets worth subscribing to Pull visitors back with community engagement Tap Wisdom of the Crowd content: help customers filter Nurture campaigns
Benefits Engagement leads to buying Drive residual value of ad spend
Sitecore. Compelling Web Experiences
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Sitecore. Compelling Web Experiences
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The Seven Habits
Deliver what the customer expects with continuity of messaging
Segment and balance user experiences with site goals
Deliver value back to your Web visitors by waiting for the right moment
Learn to learn, listening to your segments and optimizing messaging
Overcome objections and barriers using community content and engagement
Get the conversation started–Longer-term customer value through ongoing dialog
Provide the ongoing content and experience for which visitors hunger and return
Sitecore. Compelling Web Experiences
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Putting the Habits to Work
Improve the effectiveness of your ad spend using your websites with these 7 habits
Improve ad conversion
Improve our spending decision processes
Increase residual value of advertising
Re-engage with customers on a long-term basis
Sitecore. Compelling Web Experiences
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Q & A
Addition information can be found at:
www.sitecore.net
Follow up questions please contact:
Darren Guarnaccia
Sitecore. Compelling Web Experiences
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