The document discusses ways to improve online customer experience and increase conversion rates through innovation. It highlights the importance of 1) having a measurement plan to track what works and doesn't work, 2) creating engaging interactions for customers, 3) providing an easy customer experience, 4) developing a centralized "Me Page" for customer profiles and support, and 5) building solutions that work across devices. Case studies are presented on rethinking the movie and phone experience for customers through mobile-first approaches.

1. © Copyright 2014 Mark Bonnell & Modyo SpA
Innovación + E-commerce

2. © Copyright 2014 Mark Bonnell & Modyo SpA
Mark Bonnell
mark@modyo.com
www.modyo.com
Tel. +562 587 1810
Cel. +56984398908
Skype: mark.modyo
Contact.

3. © Copyright 2014 Mark Bonnell & Modyo SpA
• Aumentar Conversión + Incrementar
Rentabilidad.
• Mejorar la experiencia de compra a
través de innovación en marketing
online, mobile y redes sociales
Temas

4. © Copyright 2014 Mark Bonnell & Modyo SpA
Clientes
• Entel (Telecom)
• Puma (Apparel)
• Duoc UC (Education)
• BCI (Bank)
• Virgin Mobile (Telecom)
• Copec (Oil & Gas)
• Nestle (Consumer Goods)
• AutomovilClub (Services)
• Cinemark (Entertainment)
• Mutual (Employee Safety)
• VTR (Media + Telecom)
• Laureate (Education)
• Puma.com
(Brasil, Mexico, Argentina, Chile)
• SmithOptics
(Brasil, Mexico, Argentina, Chile)
• VirginMobile LatAm
(Chile + Colombia)
• LabSSJ
(Brasil)
• Mercado Libre (Brasil)
• Cinemark
Global Health Education (USA)
• SmallCapPower.com (Canada)
• PharmaSuisse (Switzerland)
CHILE INTERNACIONAL

5. © Copyright 2014 Mark Bonnell & Modyo SpA
Core
Planes de Medición
Medir lo que funciona y no funciona.

6. © Copyright 2014 Mark Bonnell & Modyo SpA
Concepto
Google Analytics como plataforma de
medición.
“The Measurement Plan”

7. © Copyright 2014 Mark Bonnell & Modyo SpA
Analytics Simple

8. © Copyright 2014 Mark Bonnell & Modyo SpA
Analytics con
Plan de Medición
• Ejemplos
–Conversion.
–Event tracking.
–Grouping & Filters.
Resultado = Mejor Diseño y Decisiones

9. © Copyright 2014 Mark Bonnell & Modyo SpA
Analytics con
Plan de Medición
Análisis de acciones en Página
Clicks en Elementos Principales

10. © Copyright 2014 Mark Bonnell & Modyo SpA
Analytics con
Plan de Medición
• Factores de Éxito
–No tener muchas metas.
–Un equipo dedicado, capacitado y
consistente.
–Conocimiento técnico y del negocio
digital.

11. © Copyright 2014 Mark Bonnell & Modyo SpA
Core
Engagement
Flujos de Interacciones Inteligentes

12. © Copyright 2014 Mark Bonnell & Modyo SpA
Core
Experience
ETDBW = Easy to do business with.

13. © Copyright 2014 Mark Bonnell & Modyo SpA
Concepto
Crear soluciones que funcionan
transversalmente en computadores, tablet
y celulares.
• Responsive Design
• Html5 + CSS3

14. © Copyright 2014 Mark Bonnell & Modyo SpA

15. © Copyright 2014 Mark Bonnell & Modyo SpA
Rethinking
The Movie Experience
Caso.

16. © Copyright 2014 Mark Bonnell & Modyo SpA
Oportunidad
A nadie le gusta la fila…
Oportunidad = Mobile

17. © Copyright 2014 Mark Bonnell & Modyo SpA
Web

18. © Copyright 2014 Mark Bonnell & Modyo SpA
Mobile
Responsive

19. © Copyright 2014 Mark Bonnell & Modyo SpA

20. © Copyright 2014 Mark Bonnell & Modyo SpA

21. © Copyright 2014 Mark Bonnell & Modyo SpA

22. © Copyright 2014 Mark Bonnell & Modyo SpA

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26. © Copyright 2014 Mark Bonnell & Modyo SpA

27. © Copyright 2014 Mark Bonnell & Modyo SpA
Rethinking
The Phone Experience
Caso.

28. © Copyright 2014 Mark Bonnell & Modyo SpA
Oportunidad
A nadie le gusta llamar a un call center
o perder tiempo explicando por
teléfono.
Oportunidad = Auto-Servicio + Fácil

29. © Copyright 2014 Mark Bonnell & Modyo SpA
E-commerce User Experience

30. © Copyright 2014 Mark Bonnell & Modyo SpA
E-commerce User Experience

31. © Copyright 2014 Mark Bonnell & Modyo SpA
E-commerce User Experience

32. © Copyright 2014 Mark Bonnell & Modyo SpA
E-commerce User Experience

33. © Copyright 2014 Mark Bonnell & Modyo SpA
Concepto
Un lugar central de interacción
inteligente.
“The Me Page”

34. © Copyright 2014 Mark Bonnell & Modyo SpA
E-commerce User Experience

35. © Copyright 2014 Mark Bonnell & Modyo SpA
E-commerce User Experience

36. © Copyright 2014 Mark Bonnell & Modyo SpA
Soporte
Flujos de interacción inteligentes.
• E-commerce
• Soporte
• Contenidos
• Perfilamiento
• Foros

37. © Copyright 2014 Mark Bonnell & Modyo SpA
Front End

38. © Copyright 2014 Mark Bonnell & Modyo SpA
Front End

39. © Copyright 2014 Mark Bonnell & Modyo SpA
Back End

40. © Copyright 2014 Mark Bonnell & Modyo SpA
1. Measurement Plan
2. Engagement
3. Experience
4. The Me Page
5. Multi-Dispositivo
Resumen.

41. © Copyright 2014 Mark Bonnell & Modyo SpA
Mark Bonnell
mark@modyo.com
www.modyo.com
Tel. +562 587 1810
Cel. +56984398908
Skype: mark.modyo
Contact us.