The Shock and Awe of Incremental Website Changes - TSO Case Study

© Morag Johnston : Effective by Design

THE SHOCK AND AWE OF INCREMENTAL WEBSITE

IMPROVEMENTS

Toronto Symphony Orchestra Case Study


Agenda1. Intro2. About the TSO3. ‘Digital First’ culture change4. TSO.ca case study5. Take homes


“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!


2013 design for the home page


Tessitura TNEW had been implemented for eCommerce



Since July 20151. Small changes to the existing site2. Responsive visual redesign3. Added “Live Chat”4. Tweaked some pages5. Canada 150 microsite6. New people



online sales as a percent of total ticket sales

July, 2015

Oct, 2016

January, 2017

15% 60% 76%


CONTEXTTSO Case Study






“DIGITAL FIRST” CULTURE CHANGEin theory


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/


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.


“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


TRUST = INFLUENCETSO.ca Case Study


Six Principles1. Reciprocity2. Commitment and

consistency3. Social proof4. Authority5. Liking6. Scarcity


Helping people be right is more productive than proving them wrong.


23% bounce

rate

18% bounce

rate


Checkout as Guest

Register


Checkout as Guest

Register


Helen Julianne Taylor


THE LONG GAMETSO.ca Case Study


Launch.


47% did not

exit

52% did not

exit


28% bounce

rate

18% bounce

rate


Credit: Demetri Martin


JUST KEEP SWIMMINGTSO.ca Case Study


28% bounce

rate

23% bounce

rate


40%

20%

February, 2016

June, 2016

January, 2017

Pogo-ing from Home to Concerts to Home

5%


DAY-TO-DAYTSO.ca Case Study


“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”


HITTING STRIDETSO.ca Case Study




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.


“We need better, actionable metrics.”


TAKE AWAYS


Leaders who lead organizational change, at any level, are implicitly dealing with the act of changing themselves.

~ Dr. John Maeda


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.


Thank-you@moragj