Sitecore: Web psychology and customer experience

Sandra White

Business Optimisation Consultant - Sitecore

Web psychology and customer experience

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Web psychology:

“The empirical study of how online environments influence our attitudes and behaviours”

Nathalie Nahai, The Web Psychologist

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Experience matters

Being treated as an individual is cool

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Personalisation even makes business sense

Not on the High Street

2 founders in 2006 to 120 employees today

Recession-defying

The prize?

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Customer experience translates to the bottom line

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The data’s all there

www.informationisbeautiful.net

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“Data is the new oil?

No: data is the new soil”

David McCandlesswww.informationisbeautiful.net

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“Information is not knowledge” Albert Einstein

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Disconnected

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DisconnectedSystems

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DisconnectedData

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DisconnectedCustomers

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Losing sight of Customers

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Data is your starting point

ACTANALYSETo drive business

decisions

AGGREGATETo define new relationships

COLLECT & CONNECTData from across your organisation

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And you need a system that supports you

Integrate with business systems or other sources

Collect and Connect actionable customer data

Analyze, get insight, make decisions and automate

Manage content, information and assets

Personalize messaging across all channels

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Know every customer

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Act on what people do

Sitecore holds data at visitor level

Every visit, interaction, goal, outcome

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Segmentation

Segment anything in the experience database to quickly and easily deliver personalised cross channel experiences

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Personalisation

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Testing everything

One click and advanced testing

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Some examples of brands doing it right and reaping the rewards

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Michael O’Leary Ryanair

“EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said on Thursday, as he launched 12 new routes from Stansted.

“We can learn from the bits they have done well”

The TelegraphFriday 29, November 2013

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Using search or GeoIP data, Sitecore now dynamically personalises the easyJet home page for eachvisitor – showing flights from their nearest airport, plus imagery and content that appeals to their previousbehaviours. The homepage shows live pricing for relevant flights from a local airport –showing easyJet’slow-cost credentials, and with a click –the visitor can add those flights to their basket.

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Budget airline joins FTSE 100

The Luton-based firm is the London market’s 82nd

largest company and will earn a place among the ranks of blue-chip companies

8:11pm UK, Wednesday, 6th March 2013

Website goes live

FTSE 100

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Sales conversions increased by 5% within 30 days of launch

Average passenger spend on seat and ancillaries also increased by £1.64

EasyJet changed the market…more quickly followed

Nissan

Personalisation by adword

Build your dream car –automated, personalised completion prompts

150% increase in test drives

Australian Super

On-site browsing behaviour combined with detailed member profile

Secure area adapts according to life stage and investment type

300% increase in log in and self service

Rotman Business School

Use geo-targeting to identify overseas students

Messaging adapts to address their specific concerns

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Quality and relevance make the difference

Sites adapt, visitors have a positive experience –measurable improvement seen

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Over 4,000 customers are thinking this way

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Thank you!