Sitecore’s Digital Marketing System (DMS) is packed with functionality, which to be honest can be a little overwhelming. I have sat in DMS sales and training sessions with wide eyes amazed at the opportunities available. It is a different story when it comes to implementing DMS, as it’s difficult to know where to start. It’s like you’ve seen the views from the top of the Empire State Building but you cannot find the lobby.
In this article I will present the first (easy) step in the journey: create a website engagement value scale.
An engagement value scale is a system used to define the micro and macro goals for a website (or any area of your business) including relative scores or values for each goal. This is a useful approach in understanding the content and functionality required to enable users to reach goals, how engaged your users are, and areas for improving engagement / conversion / goal attainment.
Here is the process I use:
Work with your client to understand the ultimate goal of the website (for example, sign up for recurring annual support). This is the macro-goal of the website. Depending how far you want to go you can also define macro goals by customer segment or user persona.
Brainstorm the measurable actions that a user could complete on your website before reaching the macro-goal. These are the micro-goals and in project management speak would be called predecessor milestones. It’s important not to get too carried away with the number of micro-goals – five or less is usually enough for starters.
Define the sequence in which a user is likely to complete the micro-goals. This is an optional task but helps you assign the relative value of micro-goals; that is, micro-goals that are closer to the macro-goal will have a higher value than those further away.
Assign a relative value to each micro-goal. I set the macro-goal as 100 and the smallest / lowest micro-goal as 1 and then order everything else in between. You can have multiple micro-goals with the same value; for example, viewing case studies and your client list could both have a value of 15. You generally end up with more lower level micro-goals and these all reduce to a single macro-goal (multiple entry point to a single final outcome).
Present the goals visually; for example:
In the next article, I describe how to create a digital relevancy map.