James Wynne is Director of User Experience for Sandstorm and has been in digital product development since 1996. He has worked as a UX designer for a myriad of clients including large eCommerce brands, mobile device manufacturers and integrated marketing agencies.
How great is it when you walk into your local coffee shop and the barista already knows your order? That personal attention makes you feel special, and it’s the type of experience that keeps you coming back every morning.
What if your website could deliver that same personalized experience for your customers? With the right data and tools, it can. Which is why content personalization has quickly become the norm, not the exception.
Why’s Personalization All the Rage?
Consumers want and expect that coffee-shop experience everywhere they go. According to a study from the International Journal of Human-Computer Studies, 76% of consumers said they would like to receive personalized content. And research from Janrain, a leader in customer identity, found that 74% of online consumers get frustrated when a website’s content is irrelevant to their interests.
If you can deliver on these desires, you’ll be rewarded. Gartner estimates that by 2020, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%.
So How Does Personalizing Content Work?
As visitors navigate your site, their actions, demographic information and other personal data informs the content they interact with. For instance, if you’re a big box retailer and your 18-year-old female fashionista customer from Arizona visits the shoe section, it makes sense to show her Steve Madden sandals the next time she visits your site, instead of snow shoes and a parka.
One of the most effective ways to personalize content is through rule-based personalization. With this method, the first step is segmenting your audience. That means separating your users into smaller groups based on common attributes, which can be broad (age, income) or narrow (website visitors who’ve returned from a retargeting ad to purchase a specific product). Then you can set up if/then scenarios and rules that take each segment through their own journey.
At Sandstorm, we often deploy Kentico Content Management System (CMS) for our clients due to its native personalization functionality. In the scenario above, Kentico makes it easy to personalize the content displayed. Rules are created so that visitors meeting certain qualifications (e.g., geographic location, age, viewing history, etc.) are delivered specific content stored in the CMS. Given the vast amount of information available online and the decreasing amount of time people have, customers appreciate a tailored experience and are more likely to visit a site that delivers content specific to their interests and needs.
Making sure your customers are delighted and have a great experience is at the heart of what we do at Sandstorm. That’s why we continually conduct user research to better understand what consumers are seeking from a brand and its website. With over 3,000 hours of in-depth user interviews and usability tests under our belts, we take the subjectivity out of the process and use the research to inform our work, including content decisions related to personalization.
Meet Andrea. She's our new rock star global agency exec focused on driving the effectiveness of our clients' strategic and digital efforts, and on increasing operational excellence and efficiency.
We are so excited to announce Andrea Wood has become a part of the Sandstorm® team! Andrea has an impressive track record of leading teams to help grow global brands. In her new role, Andrea will be doing the same for us: inspiring our clients with her thoughtful perspective, delivering innovative thinking and leveraging her extensive strategic, social and digital expertise. She will play a critical role in supporting our national and global clients, and our high-performing teams.
Before joining Sandstorm, Andrea was Senior Client Partner and member of the Executive Leadership Team at Critical Mass, a global digital experience design agency. Previously, she was Managing Director of Omnicom social media firm Zócalo Group where she oversaw agency operations and staff management, in addition to serving as senior partner to clients in industries ranging from auto to energy and telecom. At Zócalo, she also led efforts to create Social Media Week Chicago, which included assembling an Advisory Board of Chicago’s marketing leaders to create 100+ sponsored events around the city.
Andrea also served as Managing Director of the Chicago office of Clear!Blue Communications and spent more than twelve years at Golin, where she led the firm's corporate brand building work with Sprint and Kmart as well as an agency-of-record engagement with Chrysler and then DaimlerChrysler.
Andrea and her teams have earned many industry awards including Shorty, Mashie, WOMMY, PR Week, Content Marketing, PR Daily, Anvil, EX, SABRE and others. And, while Andrea was leading Zócalo, it was named a Top Place to Work for Gen Y Talent.
She's a proud graduate of the University of Kentucky as well as Northwestern University, where she earned her masters in marketing communication. She loves travelling, but with its great lakefront, restaurants, theater and sports teams, she loves calling Chicago home. All of which makes her the perfect fit for our team.
Karen brings data strategy, predictive analytics, data visualization and statistical modeling to extract meaningful and actionable insights for our clients.
We’re thrilled to announce that Karen Bartuch has joined our team as Director, Research and Strategy! In her new role, Karen will grow our data science practice by devising new data service offerings, personalization offerings based on data-driven insights, and technology partnerships—including artificial intelligence—to expand the research capabilities we currently offer.
Karen comes to Sandstorm® from PwC, where she developed and executed the go-to-market strategy for the Global Intelligence practice within the Advisory (management consulting) business. Previous to her work at PwC, Karen led the Solutions & Services communications team at Motorola Solutions, and spearheaded the first data-science project to analyze police officer deployment in a Chicago suburb.
Karen received her bachelor’s degree in psychology from Northwestern University, and during her tenure as a Chicago police officer, she earned her master’s degree in communications from DePaul University. Karen recently completed DePaul’s Doctorate in Business Administration program, where she focused on big data, data visualization and statistical analysis, and researched innovation, gender, and humor.
"I’m thrilled to join Sandstorm, an agency that enables their clients’ success by bridging the gap between science and business,” said Karen. “I look forward to advancing Sandstorm’s ability to tackle the complex issues through an evidence-based approach that delivers results.”
The Hermes Creative Awards has honored Sandstorm Design with a platinum award for the agency’s redesign of the CLR Brands® website. The 2018 award winners were announced by the Association of Marketing and Communication Professionals (AMCP), which administers the annual Hermes Creative Awards international competition.
Sandstorm’s reconstruction of the CLR Brands® website—which showcases CLR® and Tarn-X®, two of America’s favorite household cleaning products—delivered a clean, intuitive design and a significantly upgraded user experience. The site was built on the Kentico EMS platform, which enables enhanced integrated marketing automation, site searchability and personalization.
Kentico named the CLR Brands® website one of its top 10 sites for June 2018.
The Hermes Creative Awards recognize the messengers and creators of traditional and emerging media. The annual competition is judged by the AMCP, an international organization consisting of thousands of creative professionals. Entries are received from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, and web and digital creators.
For over a decade, Janna Fiester has been a critical part of Sandstorm’s explosive growth. Her exceptional skills elevated her from senior designer to executive creative director. And they enabled us to become a multi-million dollar company that delivers award-winning, innovative work which seamlessly marries art and science.
So it’s my great pleasure to announce Janna’s new position as vice president of UX and brand innovation! In this role, Janna will oversee an interdisciplinary team of writers, designers, and researchers, which will further empower us to create transformative brand experiences through strategic intelligence and informed design.
Congratulations, Janna! The whole team is looking forward to taking our innovation, and especially our clients, to new heights!
Sandstorm Design was honored with a gold statuette at the 2018 Hermes Creative Awards. The award was presented to Sandstorm for its impactful print ad for Accuity’s payments data products. This year’s award winners were announced by the Association of Marketing and Communication Professionals (AMCP), which hosts the annual Hermes Creative Awards competition.
Sandstorm’s breakthrough ad was targeted at professionals at financial technology companies who develop products for the payments industry. The ad dramatizes the catastrophic consequences of choosing the wrong provider of payments data, and created an industry stir when introduced at the annual global Money 20/20 conference.
The Hermes Creative Awards are an annual international competition recognizing and celebrating the messengers and creators of traditional and emerging media. Entries are judged by the AMCP, an international organization consisting of thousands of creative professionals. Marketing materials across a wide range of categories are submitted by corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, and web and digital creators.
Every year since 2005, the Drupal community has flocked to DrupalCon to learn, explore and share. This year, the Sandstorm® team headed to Nashville, Tennessee–site of DrupalCon 2018–to get the latest updates on one of our favorite CMSs, find inspiration, and get our hot-chicken fix. Here are a few of the things we took away from this year’s conference.
1. “Clients buy solutions not code.”
Software wizard Vladimir Roudakov reminded us that no matter how impeccable and innovative our code looks, what’s most important to our clients is that our code solves the problems they’re facing. It was a great message to ground us throughout our time in Nashville.
2. By 2020, there will be more than 50 billion connected devices
3. Most traffic on the internet is non-human
Developer advocate Emily Rose made a pretty compelling case for why we’ll be developing for humanoids in the not-so-far future. With 61% of the internet made up of bot traffic and connected devices estimated to outnumber people 6:1 in two years, that’s a concept that’s hard to argue with.
4. Increasing page speed by one second can increase conversion by 27%
Google announced that by July 2018, pagespeed will be a ranking factor for mobile searches. For businesses to reach that coveted first position in the search engine, they’ll need to make sure their site loads lightning fast. And the reward—a big bump in conversion rate—will be worth it.
5. Drupal makes big dreams a reality
To celebrate the total solar eclipse, Miles McLean and Ken Fang used Drupal to create a once-in-a-lifetime viewing experience, integrating more than 20 video feeds and real-time tracker. Forty million people used the tool to see the solar eclipse.
If you’re looking to do big things with your website, drop us a line.
Whether it drizzles or pours, it’s good to be carrying an umbrella.
Back in 2014, Drupalgeddon rained cats and dogs.
Drupal released a critical security update on October 15, 2014 with express directions to address the vulnerability within seven hours of the release. Unfortunately, a large number of system administrators didn’t grab their umbrellas, and—to stretch this metaphor to its limit—they got soaked. It was a wake-up call, to say the least.
So four years later, when Drupal released a similarly critical security update that many people called Drupalgeddon 2.0, the admin community was prepared. At Sandstorm®, we started planning right after the announcement, and when the update was released, we secured more than 30 sites in a single afternoon.
But we’ve always understood the importance of taking security updates seriously, whether it’s 2014 or 2018. Because staying on top of these updates is just one easy way to keep your systems safe. And as recent hacks and data breaches like those from Saks and Lord & Taylor continue to show, your safety is under constant attack.
So what else can you do to keep your site as safe as possible?
1. Move your site to HTTPS
More than half of internet traffic is now encrypted, which is great news. Having your site use HTTPS (SSL/TLS) helps protect against session hijack attacks, because all traffic between your server and the client is encrypted.
This is such a boon to security that Google has been talking about penalizing sites that don't use HTTPS. Most notably, the Google Chrome browser will start indicating sites without HTTPS as insecure, starting in July 2018. Just one more reason to get a move on.
2. Take charge of your passwords and access
A major line of defense for any infrastructure is good management of credentials. As individuals and institutions, we now have a number of tools at our disposal, such as password managers, policies, etc.
But what is often forgotten is to consistently and comprehensively review who has access to your systems. As a result, old employees still have access to sites and accounts, creating vulnerabilities that are just waiting to happen.
3. Keep your server and applications up to date
When security updates are released, they represent known vulnerabilities. It’s imperative to apply the updates immediately, or risk leaving a door open for malicious activity.
Ensure that your server is applying updates on a regular basis and that your web applications are updating any relevant frameworks or libraries. An ounce of prevention is much more cost efficient than trying to recover from a compromised server or application.
4. Ensure you have frequent backups
If something ever does happen, you want to be able to roll back to a safe state. That’s why it’s so critical to make sure your servers and your application have automated backups.
Most hosts offer backup services for a small additional fee, and you’ll want to ensure that these are configured and working.
5. Proactive threat management
Be proactive. Start a conversation with your host provider about threat management, and ask about automated systems that look for irregular traffic. Ask your web vendor about how code is managed on the server, and spend the time to find a solution that’s right for your organization.
Still not sure how you can stay protected? Sandstorm can help! Feel free to drop us a line, so we can help ensure your site is secure.
Over the past several years, DCLI has transformed itself and the intermodal transportation industry. As the largest provider of chassis in the U.S., they’re renowned for their industry-leading technology and logistics expertise.
But DCLI’s web and marketing presence was hindering the company’s growth. That’s why they turned to Sandstorm®.
Engaging Tool Increases Revenue
DCLI first asked us to help them solve an interesting challenge: reduce the burden of high sales-call volume while increasing revenue among potential clients. We jumped at the opportunity.
Through intense collaboration, we were able to develop an automated quote tool that seamlessly integrated into DCLI’s website. The result? Within the first month of its launch, the quote tool generated 49% of all marketing-influenced revenue.
Confident in our ability to deliver proven results, DCLI shifted their focus to two even more ambitious initiatives:
- Creating marketing campaigns where none had previously existed
- Designing and developing a new website to showcase their revamped brand
Building Creative Campaigns From the Ground Up
DCLI came to us with aggressive marketing goals. To help them achieve their objectives, we held a marketing workshop with key members of the company. This allowed us to gain insights into their business, and collaborate on a value proposition and strategy statement that positioned DCLI as the most agile intermodal partner around.
Building on this strategic foundation, we created ad concepts, event collateral, infographic, and sell sheets that drove the DCLI brand forward. Most important for DCLI, we implemented tracking within creative so they can begin measuring return on ad spend.
But our most ambitious collaboration was completely redesigning and developing DCLI’s website.
Reimagining DCLI’s Digital Presence
Creating DCLI’s new website engaged nearly every aspect of our expertise. Our unique approach benefitted DCLI in several ways.
Better Targeting of Customer Verticals
DCLI needed their website to talk to five separate user groups—motor carriers, ocean carriers, non-vessel-owning common carriers, beneficial cargo owners, and domestic shippers. We designed every aspect of the new website with these users in mind, making it easy for them to self-identify and find the tools and information that matter most to them. We even traveled to one of the nation’s largest terminals so we could showcase the breadth and depth of DCLI’s expansive chassis fleet to potential customers.
Content Optimized for Search Engines
To enable DCLI to capture as much organic traffic as possible, we analyzed current traffic and performed competitive keyword analysis. This allowed us to optimize all content across the new website, which resulted in a 27% increase in organic traffic in the first two months of the launch.
Integrating Marketing Automation
To capture leads at key touch points, we needed to successfully integrate the Pardot CRM platform. That required setting up tracking codes, incorporating the Pardot plugin within the CMS, and styling a custom form template within the CRM. The solutions were a huge success for DCLI, and in the first day of launch, the integration resulted in 7 leads.
In the wake of the successful launch, we’re continuing to test and optimize, and collaborate with DCLI to identify new opportunities across sales and marketing that elevate their brand.
We’re thrilled to help DCLI spotlight all of the innovative ways they help their customers keep cargo moving. See the new DCLI website for yourself!
Jelmar is most recognized for its broad range of cleaning products (CLR and Tarn-X) that have helped solve some of the toughest household cleaning problems... maybe you've seen their commercials to clean your showerhead?
The CLR Brands website was outdated and virtually unusable on a mobile device. There was also a great deal of confusion across the brands – parent company, Jelmar vs its flagship products (CLR and Tarn-X) and related products. The site did not provide a cohesive experience, nor was it intuitive for consumers visiting the site for more information or where to buy CLR or Tarn-X products. It also did not properly serve the needs of its distributors and retailers. Given the brand structure and Jelmar’s drastically different audiences, it was critical to have a modernized user experience that was cohesive while providing variations based on the two distinct user groups. Sandstorm was challenged with reinvigorating and personalizing the CLR brand experience integrating social, digital, marketing automation and the website; as well as utilizing technology to drive better business decisions – which is why the Kentico EMS content management system was ultimately selected.
Based on our in-depth user research, one of the primary goals for consumers was to identify where they could buy CLR products. Sandstorm completely overhauled the “Where to Buy” feature (formerly the Retailer Locator feature, which we renamed based on our usability study results). This tool incorporates a custom Product Search, including radius map in several key areas of the site to improve overall usability – check out the Where to Buy feature here. On the administrative side, Sandstorm developed a product management tool within Kentico, so Jelmar staff can easily manage updates to products in a single location, which propagates throughout the site. In addition, Sandstorm implemented Kentico’s Smart Search to drastically improve the findability of products, "How To" videos, FAQ spec sheets, blogs and news, etc.
Behind the scenes, Sandstorm utilized Kentico’s Staging and Synchronization features to manage development and testing in one environment, user acceptance and content editing in a second environment, and live production in a third, while ensuring that integration of code and content between the sites can always be easily managed and synchronized. From a content migration perspective, Sandstorm utilized Kentico’s import utility and custom scripts to map content into the new site, product details, images and related taxonomy. Sandstorm also leveraged Kentico’s features for tagging, categorization, Google sitemap generation, and other capabilities to improve SEO of the site.
The entire project included a complete redesign, in-depth user research, information architecture, usability testing, UX/UI development, Kentico install/configuration, Kentico web development, content migration, QA testing, analytics and launch. Additionally, upon launch, Sandstorm ran multiple email campaigns using Kentico’s Contact Management and Email Marketing features to deliver messages segmented for audiences interested in retail products separately from products for industrial/commercial uses.
End results? 380% increase in use with a 78% increase in site entrances directly to the new "Where to Buy" versus the previous "Retailer Locator". Overall 12% increase of pageviews, and an 11% reduction in bounce rate – within the first 30 days. Visit clrbrands.com.