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Sitecore's præsentation om konvertering på vores Digital Strategi Seminar d. 2. oktober 2013.
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DIGITAL MARKETINGPLATFORM
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• Sitecore siden 2011
• DMS + ECM specialist
• Eksisterende kunder
Kristian von Magiuskrm@sitecore.net
Sales and Business Development Manager
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Verden ændrer sig HURTIGT...
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Det handlede om teknologi
It used to be so easy...
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.....men det er ikke længere nok
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På tværs af kanaler - Mange touchpoints
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The Copenhagen Metro
Challenge:• Enhance the commuters’ needs• support the daily public transport• increase the amount of
passengers.
Solution:• New way of thinking
communication and navigation. • Focus on user needs. • Responsive Design gives users
the same experience on computer or mobile device.
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$107 billion is spenton traffic acquisition (2013)
$107 billion is spenton traffic acquisition (2013)
Why is it thatfor every $92 spent on traffic acquisition
only $1 is spent on conversions?
Source: Mediapost.com
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“70% of a buyers’ journey is completed before he gets to talk to a sales rep.”
Wow!
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The Good News
More Opportunities
The Bad News
Invisible Opportunities
Sitecore Compelling Web Experiences
rev111130 www.sitecore.net/training Page 12
Are you _______ listening to your visitors?digitally
Sitecore Compelling Web Experiences
rev111130 www.sitecore.net/training Page 13
Sales Enablement
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Det Digitale Fingeraftryk
Keywords
Country
Region
City
DeviceOS
Referrel
Campaign
IP adress
IP Owner
Visitor identification
Language
Day
Time
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“During the easyJet January Sale, easyJet’s biggestto date, our personalised homepage was helping filltwo planes every minute”
Head of CRM Richard Levin
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Det Digitale Krops-sprog
Which Product/service
Phase in Buying Cycle
Relevant ContentIntent
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Using Predictive Personalization
Indentify visitor intent via behavior and target with relevant content and actions
Business oriented Exploration oriented Family oriented
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Patterns
Business pattern
Explorer pattern
Family pattern
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Engagement Automation
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Start Scenario: Increase Traffic Acquisition (10%)
Scenario: Optimize Site
Visitors 87,000 95,700 87,000Average Conversion Rate 2% 2.00% 2.20%Average Revenue per conversion $150 $150 $150Cost per Visitor $1 $1 $1Revenue $261,000 $287,100 $287,100Cost $87,000 $95,700 $87,000Profit $174,000 $191,400 $200,100
* Conversion Rate Optimization Report 2012, eConsultancy
Acquisition vs. Conversion Optimization
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Engagement Automation
Combine Channels
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Sitecore ECM 2.1
SITECORE
EMAIL CAMPAIGNMANAGER
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Message Create message using
familiar Sitecore Editing Tools
Re-use website assets across the email channel
Use A/B split testing to optimize email effectiveness
Full personalization
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Pandora Currently about
50-600.000 emails dispatched per campaign
Able to launch several of these campaigns daily
About 120 million emails/year
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