Hot Topics in Web Experience Management - Squiz Seminar May 2013
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Transcript of Hot Topics in Web Experience Management - Squiz Seminar May 2013
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Hot Topics in Web Experience Management London, 1st May 2013
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Welcome!
> Introduction to Squiz
> Hot Topics in Web Experience Management
> Coffee & Networking > Live Demo — Edit+ > Q & A
""Alister Cattell – Sales & Marketing Manager""Darryl Hannah – Enterprise Sales Consultant"""
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Who are Squiz:
> Founded in 1998
> Global presence — 9 offices, 240+ staff - UK since 2003
> Our Business: Engaging People! > Analyst recognised
- Gartner WCMS Magic Quadrant - OVUM Decision Matrix — Market leader
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What Squiz do:
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Hot topics in Web Experience Management
Web Experience Management? 1. Managing Content — CMS
• Publishing, workflow, content re-use, etc. Still appropriate. But we’re all maturing.
2. Managing Experiences
• Understanding your users
• Delivering your business value, online.
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Hot topics in Web Experience Management
> Mobile
> Personalisation
> Interoperability
> Analytics
> Social
> Cloud
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Mobile: Why it Matters
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The mobile challenge
> WEB101 - Don’t make me think!!!
> Users need to be able to use your site
> Less screen space, even more important
— work through the actions you want them to do. Or that they want to do.
> Maintain this user experience across a
range of devices.
> Without killing your content team.
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The Mobile Web?
> There is no ‘mobile web’
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Mobile: Responsive Design
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Personalisation > Your web experience is not a brochure.
> It is not a ‘dumb terminal’ > We can understand information about a
visitor — their ‘context’ when they are on your site
> By understanding their context, we can provide more relevant content to them
> Contextual content = relevant content
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Personalisation
> Relevant content helps users, in a timely way, to help them complete their tasks
> Context awareness can understand: - Language - Location - Device - New or returning visitor - Existing customer - Google keyword search - Referring site - Previous behaviour / purchases - Browsing path
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Personalisation drives action
> Successful WEM isn’t about pretty pictures — its about simplicity.
> If you search for something, you expect relevant results.
> Failure to account for the context of the user is a missed opportunity to help meet your goals
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Interoperability
> Your online channel will no longer work in isolation.
> Key to successful integration is the ability to connect to to your backend systems.
- Lead generation - Customer service - Data - 3rd parties - Cloud Services - …
> Integral to a successful WEM strategy
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Interoperability
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Social Media
> Social networking has become the world’s most popular online activity
> There are more Facebook users than Buddhists
> More £££ - but what is the ROI? Tweets, Likes, Followers?
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Social Media
> Social Media is powerful.
> BUT. You need the web presence to drive traffic to from your social activity.
- What will people do when they click through?
- Can you deliver the promise? - Is you site mobile ready (many social
networks have over 50% of traffic from mobile users)
> As an organisation social media is just one channel in your quest to meet your goals.
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Analytics
Data Analysis Educated Ac0on
More Effec0ve Website
Be9er Business Outcomes
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Analytics enables Optimisation
> Optimisation is the loop of constant improvement. > It is the understanding of site behaviour and using this to increase your success. > Without this, you are only doing half the job! > Everyone has analytics. But not enough people use analytics
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The Cloud
> WEM is about innovating, adapting and
improving.
> Deploy fast, and agile on a cloud
infrastructure
> Removes the barriers to entry
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The Hot Topics for WEM
> Key takeaways… - Plan for the mobile evolution, now.
- Understand your users, think about what useful personalisation looks like
- What are your business critical systems? How would you deliver these to customers?
- Ensure your online channel connects with your social activity
- Optimise, Optimise, Optimise
- Understand how deploying on the Cloud removes yesterdays technology concerns