Top 10 Tips for Optimizing ROI with Dynamic Content

Transcription

1 Top 10 Tips for Optimizing ROI with Dynamic Content The Adobe Scene7 Guide to Delivering Rich, Relevant Experiences to all Customer Touchpoints March 2011

2 Rich, dynamic content has proven to increase engagement, conversion and overall customer satisfaction. Today s fragmented online environment, however, makes these relevant experiences difficult to scale. Businesses have to be everywhere to reach consumers, who are spending time in multiple channels, from social media to , consuming content on multiple screens, including smartphones and tablets. It is estimated there are 91.5 million Internet-connected mobile users today in North America alone, and they demand the same PC experiences using their smaller, touchscreen-enabled devices. Meanwhile, delivering rich experiences in a social environment has largely been an untapped opportunity to leverage brand friends that not only buy more, but whose loyalty makes them ideal brand advocates. To maximize ROI at all touchpoints, rich, relevant dynamic content must be continuously updated using a highly scalable, automated solution that can manage, deliver and optimize rich experiences to all screens and channels. The best-in-class companies who use such solutions have realized gains in key business metrics, including: Revenue growth Increased online revenue by more than 150% Increased influenced sales in-store by 6% Improved conversion and response rates by up to 2x Increased average order size up to 19% and items per order Lower media production, management & publishing time and costs Automated optimized versions & formats, eliminate content volume up to 80% Reduced production time and costs up to 80% Lowered content collection and distribution costs up to 60% Minimized photography costs, rendering on-demand Greater brand loyalty and repeat business Improved overall customer experience and site stickiness Improved satisfaction rates up to 50% Increase up to 15% page views/visit & average visit lengths up to 32% Below we share a checklist of dynamic content must-dos with best practice examples to help you maximize your rich content ROI. 1. Deliver dynamic experiences to all devices. From mobile devices to in-store kiosks, reach shoppers with rich experiences wherever they are. A recent study found that retailers can lift consumer engagement by 85% just by having a mobileoptimized website, with 51% of consumers more likely to purchase from retailers that have mobile-specific websites. 1 If your mobile strategy requires the broadest possible reach, start with a mobile-optimized site and start integrating dynamic content to engage users or otherwise drive them to your store. A survey conducted last year shows that consumers who use web-enabled smartphones have high expectations for mobile shopping, with the most (54%) identifying 360-degree spin as the visual feature that would most influence their likelihood of purchase on a mobile website. The next two top-ranked visual features are side-by-side product comparisons, named by 49% of survey respondents, and interactive zoom/pan, cited by 44%. 2 1 Luth Research, Supply & Demand of the Mobile Web for Retail, Nov Adobe Systems, Inc., Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011, Feb

3 Columbia Sportswear is an example of a company that thinks beyond just its brand commerce sites. It extends its merchandising content to mobile, Internet-connected interactive window displays, in-store kiosks, digital signage and tradeshow booths. In doing so, it provides customers and partners with more tools to interact with the highly-engineered, technical aspects of its products, deepening their understanding of what makes Columbia products different. One of its brands, Montrail, executed a mobile-optimized site presence that works for smartphones and tablets. Pages dynamically resize, equipped with rich visual merchandising features including full-screen interactive zoom in both DHMTL and Flash. Columbia also brought rich experiences to its stores through kiosks and other displays. In one of the most innovative executions bringing interactivity to the brick-and-mortar experience, Columbia served rich content on its store windows that react to touch, engaging store shoppers on a whole new level. 3

4 2. Socialize your rich media and engage your fans. The top 20% of users spending the most time on Facebook spent $67 compared to $27 by non-users. -comscore, May 2010 Make your rich media marketing & merchandising viral by publishing it to your Facebook fan page and allow it to be shareable. For example, multichannel retailer Soft Surroundings published its print catalog in Facebook, allowing fans to experience an interactive version of its enticing product catalog including a direct link back to its commerce site for purchase. Brooks Brothers also offers a rich shopping experience in Facebook. Users never have to leave Brooks Brothers Facebook fan page to shop and buy its products, as an integrated shopping app provides many of the same shopping tools on brooksbrothers.com such as product search, zoom on product details and product recommendations. 4

5 3. Personalize your customer s You can turn mass s into high-impact direct-response vehicles by creating visually targeted s personalized with content that s unique to each of your customer segments. For true, one-to-one communication, re-target site visitors with merchandise recently viewed or abandoned in cart. The simplest use case is that of personalizing the imagery using the recipients names, which can serve as a powerful emotional trigger. Data from Adobe Scene7 implementations show personalized s can significantly improve response rates up to 3X and revenues up to 50%. 4. Segment your site visitors, then target and retarget with dynamic banners You ve worked hard to pull shoppers to your site, but how do you keep them engaged? Serve content that is relevant and personalized beginning at your home page and throughout the shopping journey, from search to category to product pages through checkout. Deliver content that is dynamically assembled based on shoppers profiles and preferences, their locations, their clickstream, while mining their order activities, wish lists, product reviews to serve up the most relevant offers, products or services. Use rich animations with or without video to further improve visual impact and click-through. Under Armour delivers a true, dynamic shopping experience with retargeted content based on a customer s product search history, previous purchases, and current sales trends. Recommendations are served to shoppers based on their clickstream, which is also compared with other shoppers activities, allowing Under Armour to present them with even greater choices. Further, these recommendations are displayed at all points along the shopping journey at the home page, product pages and checkout. 5

6 5. Enrich your search results Just behind site navigation, search was named the feature needing the most improvement on commerce sites, according to a recent survey of online consumers. Applying search filters such as color and shape allows shoppers to search your merchandise beyond basics like price and size. Additionally, enrich your search results by adding more browse options such as lists, thumbnails and even full-screen views, adding rollover-driven alternative views, click views and zoom. Take a few cues from Mirapodo.de, a top German online footwear store that delivers a great search experience. Right from the search results page, shoppers can interact with the matching merchandise. They can rotate the shoes to see side and front views without clicking, as well as choose any number of views, from thumbnail to full-screen. They can also select any number of attributes to narrow their search results, refining by material, color and other product attributes. 6. Deliver details to break down the touch-and-feel barrier Your product images have to work hard because of the absence of touch-and-feel in online shopping. High-quality imagery helps remove the risks of shopping online, and deep product details translate to fewer returns because shoppers will get a true sense of the items they are purchasing. Make sure that your images are of the highest resolution. Add dynamic zoom and pan on every view and angle or offer full 360-degree spin functionality to emulate the in-store shopping experience. These should be implemented in both full screen and embedded product detail views. Try to avoid too many clicks; mouse-driven viewing is ideal. 6

7 Use lifestyle or in-context shots along with your item silhouettes to show size, proportion and coordinates and apply the optimal merchandising props and techniques for your category; for instance, apparel items are best showcased on a model. Room & Board offers full-screen views with alternate views, including lifestyle imagery. Shoppers can interactively zoom and pan on product details to help them experience the workmanship and tactile qualities of the merchandise. 7. Convert and convince with video Use videos to complement your rich interactive imagery and immerse them in a narrative that helps them visualize your product in a whole new way. Videos have clearly proven their ROI; case in point are Adobe Scene7 customers that close the sale with videos, citing improved conversion rates of up to 30% for products that have video compared to those without. There are many ways to merchandise with videos, which can be used to showcase product demos, runway fashion, expert product reviews and user-generated content. Enable hotspots on your video and integrate a call-to-action that triggers further interaction. Summit Sports, experienced 30% growth after implementing videos and multiple image views with interactive zoom and pan, improving customer experience across 13 commerce sites. 7

8 8. Empower shoppers to customize online then share it virally There s nothing like co-designed, custom-made goods to create buzz and loyalty. By offering customization services, you can differentiate your brands and products, creating a deeper connection with customers, and cementing their loyalty. And don t forget to charge a premium for your custom products. Shoppers clearly enjoy the process of designing online; just look at the success of Nike s design-your-own-shoe where customers design their creations and share them with the entire Nike online community. 9. Make more by merchandising more Don t expect shoppers to search every keyword and drill down deep into your site to find the perfect item. Instead, bring your products to them using lifestyle imagery, giving them options to shop by groupings, such as by collection, outfit and room. Your lifestyle imagery should clearly point out what s for sale with overlays displaying additional product information and imagery with an add-to-cart option. 8

9 As well, give them the tools to awaken their desires and show what s possible. UK-based Selfridges empowers shoppers to create their own custom looks complete with accessories and shoes thereby increasing shopper interactions with the brand. Shoppers can share and buy entire looks and outfits that they have saved in their wish room ; there s also a public wish room where shoppers can explore outfits that other customers are creating and drop any of those items directly in their shopping bag. 10. Invite user-generated visual content Nearly 64% watched a user-generated video review; more than three-quarters said it helped with a purchase decision for or against a product or brand. 81% listed the ability to see products in action as favorite thing about video reviews. -Internet Retailer, June 2010 User-generated content lends credibility to your brand like nothing else. The rawer they come, they more genuine they are, imbuing your brand with an authenticity that no amount of advertising can buy. The most compelling and persuasive user generated content is more than just text comments it s rich content such as imagery and videos shared on both your site and your company s Facebook page. With Scene7, customers can upload their own images to create custom-designed invitations, stationery, calendars and more. Customers get a web preview of their final designs prior to ordering. 9

10 Under Armour has grown up with Adobe s best-of-breed solutions that enable us to design, develop and deliver world class digital experiences to all our customer touch points. Brian McManus, director of technology at Under Armour Getting the top 10 right: Scale rich media through automation not manual production Inconsistent experiences across screens and channels can be frustrating to users, so look for publishing and delivery solutions using automated mechanisms to allow you to continuously update and scale rich experiences across all products, optimized and delivered to all touchpoints. Under Armour is at the forefront of leveraging its digital marketing to all global selling and marketing channels including underarmour.com, its partner portal, micro sites, retail stores, internal users such as marketing, legal and direct, , social media, mobile site and digital advertising. In a centralized management and publishing system, Under Armour s marketing content is made available or published directly for real-time updates streamlining time to market. For instance, channel partners are given immediate access to content for their online and offline use whenever new merchandise becomes available. Under Armour uses Adobe solutions to create, manage, deliver and optimize this marketing content to all users. Beginning with content authoring solutions including Adobe Creative Suite 5 and development technologies, Adobe Flash Platform and ColdFusion, the company builds its best in class web experiences. The company strives to deliver more relevant, enticing content that drives conversion rates and higher sales through the use of Adobe Online Marketing Suite including Adobe SiteCatalyst, Adobe Discover, Adobe Test&Target, Adobe Recommendations, Adobe Genesis and Adobe Scene7. Under Armour has grown up with Adobe s best-of-breed solutions that enable us to design, develop and deliver world class digital experiences to all our customer touchpoints, said Brian McManus, director of technology at Under Armour. 10

11 About Adobe Scene7 Adobe Scene7 is the industry-leading hosted cross media platform for managing, enhancing and delivering dynamic, rich content to any channel web, print, , and mobile. With Scene7, companies can grow revenues, enhance customer experience and cut production costs via an easy-to-use, Web-based system requiring minimal IT support. There is no other SaaS platform more comprehensive and powerful for automating the management, production and delivery of high-impact data-driven media. To manage, deliver and automate this high-quality dynamic experience, users upload and publish high-resolution content (imagery, video, CS5 templates, fonts, graphics etc), along with dynamic URL calls tied to any database such as (product, pricing or CRM) so that any new version or composite can be automatically created in real-time. With more than 110 preset viewers and players to choose from, publishers can deliver out-of-the-box, data-driven rich experiences scaled across all content and optimized for every channel, with no customization and minimal IT support. All Scene7 solutions are hosted and delivered through its global, scalable, performanceoptimized on-demand network. Adobe Scene7 is now part of the Adobe Online Marketing Suite (OMS), powered by Omniture. The suite consists of a comprehensive portfolio of optimization applications for Visitor Acquisition, Conversion, Online Analytics and Channel Analytics and is built on an Open Business Analytics Platform. Scene7 is tightly integrated with Adobe s analytics & conversion products, which allow online marketers to test, measure and optimize key messages; target specific segments with relevant content; combine attitudinal data with analytics to better understand behavior and leverage merchandising strategies to sell products and services. About Adobe Systems Incorporated Adobe is changing the world through digital experiences. For more information, visit To learn more about Adobe Scene7 cross media solutions, please contact us: [email protected] Adobe Systems Incorporated 345 Park Avenue San Jose, CA USA Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, AIR, Flash, Flex, Illustrator, InDesign, Omniture, Photoshop and Scene7 are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. 03/11