More Bang for the Buck: Smart Web Improvements on a Budget

1
More Bang for the BuckSmart Web Improvements on
a Budget
2
Moderator Panelists

• Anurag Heda, Senior Managing Consultant, kasina,
  LLC
• William Benz, VP Sales Marketing Systems, J.W.
  Seligman Co.
• Scott Finder, Managing Director, e-Business,
  BlackRock
• Stacey Fogle, VP, eCommerce, Evergreen
  Investments
• Jon Leonard, AVP, e-Marketing, Janus Capital
  Group

3
Good Times, Or not

• 5 Reasons to leverage this session
• Frame Leaderships expectations
• Build in good budgetary times and in sub-optimal
  budgetary times
• An expert panel of e-Business leaders to bounce
  ideas
• Look for ideas in unconventional places
• Build an internal network of buyers

4
kasina findings to consider

• 15 of advisors state they prefer no visits from
  wholesalers
• Web use does NOT depend on age
• Web preference does NOT depend on age

5
kasina findings to consider

• Use of the Web will increase among all advisors

6
William R. BenzVice President Sales and
Marketing Systems
7
Take InventoryUse more of what you already own

• Review existing tools and same vendor products
• Check release levels and see what features have
  been added to the product
• Participate in user groups, forums and blogs
• You never know where the next good idea will come
  from
• Ask the vendor to review your implementation of
  their product
• Look for new best practices and offer to
  participate in early releases

8
Do not ignore Search resultsFind the real gems

• If you do not have site search, get one, dont
  build one
• What is more important than enhanced access to
  information
• Actually read the Search results
• Collecting the data is useless if there is not
  someone to read and adjust results
• Bring the most requested content closer to the
  top of the site
• Each change in navigation based on past requests
  improves future visits

9
Is site content hard to change?Business users
can help

• People like to see fresh content
• A repeat visitor expects new content not
  available elsewhere
• Document the publishing process and stream-line
  the results
• Attempt to move content live in the shortest span
  not what is acceptable
• Build strong relationship between Technology and
  the Business teams
• Use the content creators to publish content to
  the site

10
Scott D. FinderManaging Director Enterprise
Marketing eBusiness
11
Hidden Value Proposition?Increase awareness and
evaluate

• Be an advocate for your site
• Find education, training, promotion opportunities
• Use email to promote your site
• Segment distribution list to craft meaningful
  messages
• Leverage your internal P.R. groups
• Get free press by positioning educational/informat
  ive stories
• Use free stats apps to analyze your site
• Identify open source options such as Google
  analytics, A.W. Stats, etc. that can be
  implemented easily

12
Limited Resources?Be creative in using downtime

• Tweak front-end experience
• Create sense of consistency through
  consolidation 'single front-door
• Use low-fi usability tests to identify
  navigation flaws and reprioritize content
• Conduct card sorts, user feedback sessions
• Improve tagging for search optimization
• Create a consistent lexicon for best results
• Rotate fresh imagery throughout the site
• Create a library of royalty-free imagery that
  supports the brand
• Revisit the corporate / 'about us' section
• Ensure content and design best presents your
  companys culture and philosophy

13
Stale Approach?Focus on your team to sharpen
skills

• Perform ongoing site reviews
• Require consistent competitor and non-industry
  site reviews to stay ahead of trends and best
  practices
• Switch team member roles
• Generate fresh ideas by cross-pollinating skills
  and talents
• Develop requirements in advance of build
  opportunities
• Have documentation and designs at the ready to
  take advantage of available technology resources

14
Stacey FogleVice PresidentEvergreen Investments
eCommerce
15
Unsilo Your ThinkingLook for creative
partnerships

• Look to other areas of your company
• Find tools, content, functionality that could be
  repurposed for your site.
• Talk to your current vendor partners
• Get new functionality first by agreeing to pilot
  test
• Shared development
• Leverage your intellectual resources to develop
  in partnership with others.

16
Think you know everything? Take Time to
Reevaluate Your Priorities

• Review the competitive environment
• As budget frees up invest in the most important
  enhancements
• Stay up to date on technical advancements
• Deliver priority functionality with the right
  technical solutions
• Move from tactical to more strategic assessment
  of priorities
• Can you package tactical deliverables more
  effectively?

17
Are you efficient?Get faster speed to market

• Review your current processes and procedures
• Could you streamline steps?
• Improve your site metrics
• See opportunities earlier and react faster
• Just in time development
• Save time/money during business requirements
  phase
• Prepare for the new budget cycle

18
Jon Leonard AVP, e-Marketing
19
Email management going your way?Tips to
streamline

• Template system to last
• A/B tests to narrow down successful
  communications
• Content tools for cheaper email development /
  management

20
Longwinded delivery cycles?IT Marketing
working together

• Partnership with IT is imperative
• Tools that free up marketing allowing them to get
  communications to market
• Requirements generation can be quick and easy

21
Effective e-communications?Test, Learn, Iterate

• Philosophy in both marketing and IT can save time
  and money
• Optimization strategies on key Web pages and
  campaign communications
• Fine-tune what you have you may not have to
  change it again in the future

22
Open Panel Discussion