Digital strategy in real life
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AGILE DIGITAL STRATEGY ? Janus Kohl Andersen
Transcript of Digital strategy in real life
AGILE DIGITAL STRATEGY ?
Janus Kohl Andersen
Normann Copenhagen Furniture & Home Deór Wholesale – World wide
Retail Flag Ship store in Copenhagen Online sales 2-3 % of toal sales
50+ people 4 people working with online
Digital_strategy.docx!
Digital Strategy?
Basic strategic goals
• Growth of annual sales by approx. 40% • Increase conversion rate • Long term: Grow the digital business as part
of the company
Areas of focus
• Usability testing • SEO • SEM • Newsletters • Online Gift cards • Blog upgrade • CMS / ERP upgrade • Content improvement • Social Media • Responsive design
• Usability testing • SEO • SEM • Newsletters • Online Gift cards • Blog upgrade • CMS / ERP upgrade • Content improvement • Social Media • Responsive design
Areas of focus
• Usability testing • SEO • Newsletters
Areas of focus
Evidence!
Start working on a tactical level
Learn & build for insights: - Get more evidence!
When your project / learning is mature: - Set strategic goals
• Make short written strategic plans • Built on evidence & insights
Creating, reshaping and fulfilling the strategy is the same proces.
Digital_strategy.docx!
Digital_strategy.docx!
Areas of focus Prioritize
Work + Learn
Evidence
Strategy + Goals
Results / New Evidence
Example, A/B testing
• From usability testing - To budget to start up A/B testing Evidence: - Movie + small report from the usability test - Evidence of 50% + 20% CR increase
• Visual Website Optmizer + Karsten!
Goal: CR +300%
Newsletters - Evidence
• System analysis/test: Simple system • Evidence that the emails converted into sales • Sign-up box on website front page • Grow the subscriber list - Goal reached fast • New goal for subcribers set: 10000 • Next project is to improve the CR of the
newsletter - working to set the goal
Conclusions
Proces
• Define simple overall strategic goal • Define Possible directions of focus • Quick analyze or test out potential directions • Create evidence • Revise, prioritize (get commitment)
- and start working! • Set committed strategic goals / KPI’s as late as
possible • Learn as you go along (plant milestones)
Benefits
• Strategy is created + implemented as you progress
• Everyone is kept on the same track • Discussions are closed with evidence • Learning as you progress • No time spent on writing long documents • Cost efficient • Simple evidence everyone can remember
Draw backs
• Sell the strategy every 2 weeks • Convince stakeholder on strategy / lack hereof • Uncertainty: What about …? • Skepticism: In need of stronger evidence • At times difficult to keep an overview • Risk of working on areas that will be dismissed
later • Difficult to know when to set the goals or when
you know enough to make strategic plans
Proces
Simple goal
Focus areas
Evidence
Set new goals – define KPIs
Proces
Build for insights - Learn from your digital platforms
Build a learning culture - Your website is a lab
That’s all!
Discussion
Why does organizations make agile projects, but not agile strategy?
Does agile apply to digital strategy?
