Act with Digital CertaintyeZ Conference, London

June 8th 2017Sigurður Orri Guðmundsson

What is Siteimprove?

Quality assurance of contentAccessibility of websitesAnalyticsSEOComplete platform

Why are we here?

A “digital effectiveness” crisis is holding organizations back

88%abandon a site after

a poor digital experience

75%develop a brand

perception based upon the digital experience

Sources: University of Surrey, econsultancy

Numerous questions are a concern for innovators.

• How is our digital presence supporting our business goals?

• How to improve the customer experience?

• How to generate more revenue?

• How to manage and deliver our digital presence in a successful and efficient way?

Introduction to thedigital challenge

Everything needs to be top notch

The Digital Presence

Numerous platformsMore contentMore demands from customersMore demands to usSocial mediaAppsWebsitesSubsitesIntranetMobile version

What does a webteam have to have?

Expert in social mediaExpert in AnalyticsExpert in AccessibilityExpert in SEOExpert in designExpert in content writing

What do we know about the impact of our digital presence?

Companies offering superior CX are outperforming their peers in terms of revenue and customer growth

Forrester data CX Index 2016

Audi AG – Growing through quality

“ People’s standards have risen, the volume of text in content updates has increased, and the update cycles have shortened considerably at the same time.

We have new content every day, and decentralized editing. ”

– Volker Scholz, Head of Internet and Content Management at Audi AG

Graubunden Tourismus – The challenge of a relaunch

“At the beginning of such a project (relaunch) youhave a lot of ideas and would like to do as much aspossible.

The biggest challenge was to decide what is reallynecessary to achieve our strategic goals and whatis more of a "nice to have".”

Ask yourself the right questions

How to approachthose challenges?

What questions are relevant?• What are our business goals?

• How is our digital presence supporting those

goals?

• What is my digital strategy?

• What is the impact for our business when we are

not taking advantage of the digital channels?

• How can I measure the success of my digital

effort?

• What should I improve and how?

Best practices

Communicate a clear digital strategy to your team and enforce brand guidelines to insure e-reputation.

Measure what matters

Set up clear, ambitious but realistic goals for your team and start measuring your performances.

Stop focusing on superficial metrics that are not demonstrating any value/outcomes.

-Traffic-Demographics

Track Real KPI’s:Finance Industry: Lead generation, retention, loyalty, self-servicePublic Industry: Self-service, engagement BtoB: Lead generation, product relevance

Best practices

• Prioritize actions and facilitate collaboration

• Act proactively instead of reactively

• Keep control and base your decisions based

on actionable data.

• Demonstrate clearly the ROI of your digital presence

• Define what is successful and what is not, adapt your

strategy and continue tracking!

Work smarter

Best practices

• Be certain of quality

• Be certain you maintain credibility

• Be certain things get done

• Be certain of impact

• Be certain of success

• Be certain you achieve compliance

• Outperform the status quo

Act with Digital

Certainty

Questions?

Thank you!