The 7 habits of highly effective websites webinar slides

Sitecore. Compelling Web Experiences

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Seven Habits of Highly Effective

Web 2.0 Sites

Evan Nicoud, Regional Director

[email protected]

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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 Marketscoperating: Positive

Supported

Over 450 Sitecore Certified Partners worldwide, with over 150 in North America



Sitecore’s 1600+ customers include:

http://www.naa.org/Home/NAAOrg.aspx



The Value Gap

If you had a resource that could… Increase customer retention

Increase qualified leads

Create more loyal and repeat customers

Lower customer support costs

Would you make use of it?



Most Web Sites are Untapped Resources

Many organizations fail to harness the potential of customer

facing sites to: Improve customer retention/relationships

Test marketing effectiveness

Increase lead generation

Generate customer self service

Due to consumerism elsewhere, customer expectations

continue to rise



Audience Poll…

How long does it currently take to make updates or

changes to your Web site?

Minutes

Hours

Days

Weeks



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



Habit #1 Your Customers are in Charge

Listen and respond to your customers’ needs

Learn how to listen

Optimize for what your customer wants to do

Analytics only tell part of the story

Engage focus groups, surveys and your online user community

The customer is always right

Become adaptive - Learn and evolve

CMS to the rescue

Prioritize high value content (that user behavior shows you)

Benefits

By creating a customer centric website:

More loyal customers (goodwill)

More repeat customers

Lower support costs per customer





Habit #2 Implement your site goals with

consistency

Not as obvious as you think Most sites still behave like single dimensional marketing literature

Create targeted (segment based) calls for action

Leverage the advantages of the web, speak to who they are

Guide users where you want them to go

Remember: different types of users will react differently and plan for it

Ask yourself… What should users achieve on this site?

What different types of goals do they have?

Benefits Provide focus and direction into every piece of content and functionality

Higher conversion rates (leads, transactions, self service, etc.)







Habit #3 Balance User experiences with Site

goals

Prioritize Your Customers’ Experiences User experience must win out

Create value for your customers

Provide what they need, or what they didn’t even know they needed

Align their needs with your desired outcomes

Make your customers a part of the experience

Benefits Increased customer retention

Lower cost of doing business with customers

Word of Mouth (WOM) marketing







Habit #4 Deliver Value to Your Web Visitors

Provide value Deliver value back to customers;

Understand what they need and deliver it quickly

Demonstrate utility of the information they provide

Benefits Creates stronger collaboration habits with customers

Builds goodwill with customers

Stronger customer relationships for increased customer retention





Habit #5 Be Honest – What is and is not

working

Examine and evaluate what does not work Find the holes

Identify what customers seek, but can’t find

Elicit feedback and communicate back

Offer expertise

Benefits Help your customers learn how to do business with you

Lower customer support costs





Insert Search report showing

zero result searches



Habit #6 The real Web 2.0 - Create the

ongoing dialogue with your customer

Create an ongoing conversation with your customer Use personalization to have an ongoing dialogue

Episodic marketing can expand customer relationships

Put your customer community to work for you

Bubble up ideas and product feedback from customer community

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



Audience Poll…

Are you engaging your customers with blogs, forums and

wiki’s on your Web site? Yes

No

Considering, but hesitant







Habit #7 Sharpening your Website’s Saw

Renewal Techniques that work: A/B Split testing

Multivariate testing

Marketers love metrics Use test and control mechanisms to analyze marketing effectiveness

Learn what is working and what is not

Prototype the customer response to new messaging and imagery

Benefits Actionable knowledge of what is working on your site

A low-cost channel for measuring marketing effectiveness





The Seven Habits

Your Customers Are in Charge

Implement Your Site Goals With Consistency

Balance User Experiences With Site Goals

Deliver Value Back to Your Customers

Be Honest – What is and is not working

Create the ongoing dialogue with your customer

Sharpening Your Website’s Saw



Putting the Habits to Work

Demand more from results from your Web site

Extract more value by implementing these seven habits

CMS and Search Technologies can support these goals



Q & A

Addition information can be found at:

www.sitecore.net

Follow up questions please contact:

Evan Nicoud

[email protected]

http://www.sitecore.net/



Technology

The 7 habits of highly effective websites webinar slides