driving the customer brand experience online
DESCRIPTION
Companies spend millions of dollars to build a brand: award-winning creative pushed to the masses via multi-million dollar media buys; beautiful, well engineered products and packaging; high-touch in-store experiences; highly trained front line staff. Is your website delivering the brand experience your customers have come to expect? Learn how one prestigious brand built a site that earned top customer satisfaction scores and delivered a winning brand experience.TRANSCRIPT
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DRIVING THE CUSTOMER BRAND EXPERIENCE ONLINE
Shelley [email protected]•363•6316 x298@[email protected]/in/smayer
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DRIVING THE CUSTOMER BRAND EXPERIENCE ONLINE
• Building a Brand
• Website Review – Top 10 Canadian Brands
• Building a Better Brand Experience with your Website
• Case Study: Lexus Canada
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BUILDING A BRAND
Website
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IS THIS WEBSITE A GOOD REFLECTION OF THE BRAND I KNOW?
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WEBSITES CANNOT BE IGNORED
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BUILDING A BETTER BRAND EXPERIENCE WITH YOUR WEBSITE
• Stand for something
• Be clear & concise
• Celebrate your brand
• Make it enjoyable
• Stimulate all of the senses
• Create an experience
• Inspire brand advocacy
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LET’S BREAK IT DOWN: THE HOW
Successful websites generate an effective balance between these elements – you can’t focus on one while ignoring another and hope to
create a truly satisfying online experience for web visitors.
-J.D. Power and Associates, 2010
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START WITH YOUR USERS
• Who are they?
• What do they want to do?
• How much do they know?
• Which features & functions will they use most often?
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CONTENT
• Content Plan
• Format/Types
• Text, Images, Videos, Rich Media, Features & Functions, Reviews, Community, Blog etc.
• Valuable, Relevant• Accurate, Current• Aligned to Brand• Where? When? Who?
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NAVIGATION
• Based on structure with clear organizing principle
• Visible, Permanent
• Consistent
• Use common language
• Makes sense at any point of entry
• Search"American Maze" by Dale Wilkins
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APPEARANCE
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APPEARANCE
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APPEARANCE
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APPEARANCE
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SPEED/PERFORMANCE
Source: Useit.com, Jakob Nielsen
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DEVICE INDEPENDENT
Desktop Internet Users
Mobile Internet Users
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END WITH YOUR USERS
• Involve actual users in your testing
• Test most common features & functions
• Consider user view across all 4 aspects:
• Content, Navigation, Appearance, Speed
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LEXUS: DRIVING THE BRAND EXPERIENCE
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J.D. POWER CANADIAN MANUFACTURER WEBSITE EVALUATION STUDY
2010
1st“[Lexus.ca] ranks highest in
customer satisfaction with a score of 843 on a 1,000-point scale,
performing particularly well across all four factors”
J.D. Power and Associates
2006
24th
756 points
2007
3rd
833 points
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SATISFIED USERS GENERATE HIGHER CONVERSIONS
Source: J.D. Power and Associates 2010 MWES Study
100-700
701-800
801-900
901-1000
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
7.1
8.0
8.6
9.3
5.5
7.6
Likelihood to Test Drive Increases with Satis-faction ScoreSatisfaction
Score
Likelihood to Test Drive
Lexus
Lexus
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START WITH YOUR USERS
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• Create the Lexus Experience for consumers
• What does the Lexus customer really want?
• Compare Vehicles
• Determine Monthly Payment
• Equip & Price a Vehicle
• Browse Pictures/Videos
• Research Features & Specs
• Find a Dealer
START WITH YOUR USERS
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APPEARANCE
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APPEARANCE
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CONTENT
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CONTENT
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CONTENT
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CONTENT
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CONTENT
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CONTENT
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CONTENT
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CONTENT
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CONTENT
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CONTENT
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NAVIGATION
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NAVIGATION
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NAVIGATION
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SPEED/PERFORMANCE
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SPEED/PERFORMANCE
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SPEED/PERFORMANCE
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Series1
LexusCanada
YouTube
MercedesCanada
BMWCanada
Vertain.com Website Speed Test
sp
eed
in
secon
ds
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END WITH YOUR USERS
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KEY TAKEAWAYS
• Will our customers get what we stand for?
• Is our brand well represented?
• Do I know the top 3-5 goals of my users?
• Does my content and navigation support this?
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SOURCES
• http://www.interbrand.com/en/best-global-brands/best-global-brands-methodology/Overview.aspx
• http://www.internetworldstats.com/stats14.htm#north
• http://www.useit.com/alertbox/response-times.html
• http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/
• http://www.useit.com/alertbox/20000319.html
• http://businesscenter.jdpower.com/news/pressrelease.aspx?ID=2010082
• http://www.vertain.com
• J.D. Power and Associates Analyst Briefing: 2010 Canadian Manufacturer Web Site Evaluation StudySM (MWES) Executive Summary May
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DRIVING THE CUSTOMER BRAND EXPERIENCE ONLINE
Shelley [email protected]•363•6316 x298@[email protected]/in/smayer