personnalisez l'expérience utilisateur - agoracms

1er avril 2016

PERSONNALISEZ L’EXPÉRIENCE DIGITALE !

Marc Brassier – LIFERAY / Audrey Dumas - RUBEDO

CAPTER L’ATTENTION

1Tendance 2016 -

Retargeting

Le retargeting consiste à afficher des messages publicitaires (bannières, emails) à un internaute sur des sites tiers, suite à la navigation de celui-ci sur un site internet donné.

• Un taux de conversion de 2% à 5% (Critéo)• Renvoie un trafic de très bonne qualité

CAPTER L’ATTENTION

De la pub à l’expérience client

CAPTER L’ATTENTION

Tendance 2016

Proposer de nouveaux services

et formats pour attirer

2 Calculettes, livres blanc et livres blanc interactifs «livres dont vous êtes le héros», training, quizz, infographie interactive, … pour générer un engagement

PROPOSER DE NOUVEAUX SERVICES & FORMAT POUR ATTIRER

#Gifographie

#e-learning gratuit

CAPTER L’ATTENTION

Tendance 2016

Content Marketing

3Contenu produit centric vs Contenu user centric

EXPÉRIENCE UTILISATEUR

Tendance 2016

Optimiser l’expérience mobile

486% des Français sont des

internautes

79% des mobinautes utilisent leur

smartphone pour lire un e-mail

62% 74% 33%

Usage en France

EXPÉRIENCE UTILISATEUR

21 avril 2015 label « site mobile »� Expérience mobile

Google AMP project (Accelerated Mobile Pages)

� Format AMP = page 10x moins lourdes, temps de chargement x4

EXPÉRIENCE UTILISATEUR

Tendance 2016

Personnaliser l’expérience

digitale

5 The year 2016 takes consumer empowerment to the next level. According to research by Gartner, 89% of businesses will compete mainly on consumer experience by 2020. And the companies that will outperform in this segment, are the ones who know their customers well and build long-term loyalty. Gartner

ARE YOU DIGI-BLA-BLA ?

� 97% of customers says that online experience influence their purchase

� Personal experience : for some of them a new Digital strategy is a new website eventually responsive design using a WCM product (leads to a fightbetween IT and Marketers)

1 to 3 simples objectives

88% of Enterprise saythat they are engaged in a Digital Transformation but only 28% knows how to define it...

SOME FACTS : ACQUISITIONAND 63% says they would spend more money with companies that personalized promotionaloffers (Average : 19% of upsell)

Results : For a 1 000 000 € revenues company, if you

have a good digital strategy without effort and staying in

you sofa you will gain 1 190 000 €

SOME FACTS : CUSTOMER SERVICES

� 86% of global consumers switched service providers due to poorcustomer service experiences > My experience at CMB

WEBSITE MATURITY

Source : Matthias Moreau

KODAK OR BLACKBERRY EFFECT

� Pure Player now compete with historical firms ? Really ?

� HelloBank by BNP

� Soon by Axa Bank

� Amaguiz by Groupama

� Boursorama by Societe Generale

� Some of them even don’t know…

� http://www.kayak.fr

� https://www.google.fr/flights/

BEFORE…

� Previously on a WCM product only 0% responsive and just a few online services : GrdF website

AFTER : CUSTOMER ENGAGEMENT WITH 11 000 000 OF USERS

AUDIENCE TARGETING

BAD EXAMPLE : MY OPINION

WHY ?

� Advantages ? NOT REALLY

� Content targeted ? NOT REALLY

� User experience interface ? YES

� Customer Acquisition tools ? NO

� Voir Article Novembre 2015 : Big Data - Voyages-sncf.com se transforme grâce aux données

No real competitors ?

SNCF NEWSLETTER VS

AIR FRANCE NOTIFICATION

GOOD EXAMPLE

WHY ?

� Avantages ? YES

� Content targeted ? YES

� User experience interface ? YES

� Customer acquisition tool ? YES

BEST OF BREED : OUR CUSTOMERS

Solution offering both Portal and WCM features provide the best of breed

STRATÉGIE DE PERSONNALISATION

Géolocalisation, Contextualisation et Personnalisation

EXPÉRIENCE UTILISATEUR

Tendance 2016

Marketing automation

6 The goal is to provide customers with the ability to build, track, and manage digital campains, and monitor the flow of leads as they move from marketing to sales.

BUILD, TRACK AND MANAGE DIGITAL CAMPAINS

1. Définition des objectifs

2. Analyse et scoring des comportements

3. Actions marketing ciblées

4. Analyse ROI

Search : 10%

Marketing Automation