© Morag Johnston : Effective by Design
THE SHOCK AND AWE OF INCREMENTAL WEBSITE
IMPROVEMENTS
Toronto Symphony Orchestra Case Study
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Agenda1. Intro2. About the TSO3. ‘Digital First’ culture change4. TSO.ca case study5. Take homes
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“The TSO is implementing a ‘Digital First’ marketing strategy,
and we’d like your help.”
© Morag Johnston : Effective by Design* Credit: www.theoatmeal.com/comics/design_hell
It’ll be INCREDIBLE!It’ll soar like an eagle
in outer space!*At launch!
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2013 design for the home page
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Tessitura TNEW had been implemented for eCommerce
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© Morag Johnston : Effective by Design
Since July 20151. Small changes to the existing site2. Responsive visual redesign3. Added “Live Chat”4. Tweaked some pages5. Canada 150 microsite6. New people
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
online sales as a percent of total ticket sales
July, 2015
Oct, 2016
January, 2017
15% 60% 76%
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CONTEXTTSO Case Study
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© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
“DIGITAL FIRST” CULTURE CHANGEin theory
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Digital FirstMarketing Benefits
• Fast, qualified reach• Audience segmentation• Cost efficient• High frequency ad exposure• Reduced transaction friction
Team Goals• Move fast
• Cost-effective
• Act on data
• Inter-team relationships
• Closer to Customers
Benn Weiss and Max Kalehoff, “Why your marketing strategy should lead with digital”. http://socialcode.com/thought-leadership/blog/digital-first-marketing/
© Morag Johnston : Effective by Design
What happens IRL• Audience expectations are always changing, so the digital
offering must continue to change• All staff are now on the digital team• Technology is probably the least of your worries
The gap between knowing and doing is revealed.
© Morag Johnston : Effective by Design
“The reason strategy execution is often glossed over by even the most astute strategy consultants is because primarily it’s not a strategy challenge. It’s a human behavior one.”
~ Peter Bregman, “Execution Is a People Problem, Not a Strategy Problem” in HBR Jan 04, 2017
© Morag Johnston : Effective by Design
TRUST = INFLUENCETSO.ca Case Study
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Six Principles1. Reciprocity2. Commitment and
consistency3. Social proof4. Authority5. Liking6. Scarcity
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Helping people be right is more productive than proving them wrong.
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23% bounce
rate
18% bounce
rate
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Checkout as Guest
Register
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Checkout as Guest
Register
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Helen Julianne Taylor
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THE LONG GAMETSO.ca Case Study
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Launch.
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47% did not
exit
52% did not
exit
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28% bounce
rate
18% bounce
rate
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Credit: Demetri Martin
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JUST KEEP SWIMMINGTSO.ca Case Study
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28% bounce
rate
23% bounce
rate
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40%
20%
February, 2016
June, 2016
January, 2017
Pogo-ing from Home to Concerts to Home
5%
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DAY-TO-DAYTSO.ca Case Study
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“How is this reflected in the analytics?”
“What’s your goal? How will you know if you’ve reached it?”
“What do we know from our audience research?”
“What have we heard from Patron Services”
© Morag Johnston : Effective by Design
HITTING STRIDETSO.ca Case Study
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© Morag Johnston : Effective by Design
© Morag Johnston : Effective by Design
Let’s work it out. I’ll grab everyone and we can talk in the meeting room.
So… the navigation concept (that we spent 6 weeks on) won’t work.
What if we do this… or this… how would that flow work?
Let’s test it.
© Morag Johnston : Effective by Design
“We need better, actionable metrics.”
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TAKE AWAYS
© Morag Johnston : Effective by Design
Leaders who lead organizational change, at any level, are implicitly dealing with the act of changing themselves.
~ Dr. John Maeda
© Morag Johnston : Effective by Design
Take Aways1. Know the business context.2. Build trust with the team.3. Pick your battles. Remember the long game.4. Drive incremental action based on data.5. Reinforce day-to-day customer-centric decision making.6. Get out of the way.
© Morag Johnston : Effective by Design
Thank-you@moragj