Online dialogues and conversion optimization (online tuesday feb 9, 2010)
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Online conversion optimization: theory and practice. From mass optimization to segmentation and 1-on-1 dialogues. How to build groups of customer profiles, based on their (historical) behavior and collect the knowledge of how to communicate better and better with them.
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Online dialogues and conversion optimization (online tuesday feb 9, 2010)
- 1. “ Conversion optimization” February 9 th 2010, 19:30 Bart Schutz & Ton wesseling Strategy, design, development and optimization of customer dialogues
- 2. Index A customer dialogue The dialogue model Current online dialogues Conversion optimization roadmap
- 3. The local bakery store
- 10. Masscommunication From 1 to many 28/60
- 11. The Web 1-on-1 connections dialogues 32/60
- 12. 37/60 Everyone is connected
- 13. 36/60 The web is like a small village…
- 14. Dialogues…
- 15. Tuning the conversation Targets & happiness theory © http://onlinedialogue.com icons © http://dryicons.com Company goals €€€ Behavior Behavior Customer goals Prospect / client Company Multi purpose Multi- channel Multi phase
- 16. Caused by 4 internal and 3 external influencers Company goals Customer goals €€€ External influencers Prospect / client Company theory © http://onlinedialogue.com icons © http://dryicons.com Multi purpose Multi- channel Multi phase Behavior Behavior Internal influencers Social environment Competitors Media Knowledge Attitude Personality Internal influencers Context
- 17. Become a winner through analyzing (historical) behaviour and tuning the conversation
- 18. 1996
- 19. 2003
- 20. 2010
- 21. 1999
- 22. 2002
- 23. 2005
- 24. 2010
- 25. 1997
- 26. 2003
- 27. 2010
- 28. 1996
- 29. 2004
- 30. 2010
- 31. 2001
- 32. 2010
- 33. In 15 years We grew from a Push web publication to a Rich user internet… … but still pushed web publication
- 34. Main psychological behavior profiles picture ©http://www.keirsey.com/ fast emotion logic slow
- 35. Don’t use the same sign up form for every single visitor Introduction page Sign up page A Product page A Sign up page A2 X
- 36. We need to do more with the data
- 37. What data? picture ©http://www.kaushik.net
- 38. Webanalytics & CRM data
- 40. All we’ve got is just a tool?
- 41. Which reports about KPI’s & trends
- 42. Why?
- 43. Does it generate actionable insights?
- 44. What is the (micro)goal of the dialogue?
- 45. Do you give answers to visitor questions?
- 46. Report on goals, funnels and (micro)conversions
- 47. Conversion optimization roadmap 1 theory © http://onlinedialogue.com
- 48. Dialogue mapping 1 Company goals €€€ Behavior Behavior Customer goals Prospect / client Company Multi purpose Multi- channel Multi phase
- 49. What does the visitor click on? Why did the visit stop? Where did the visit stop? Where did the visitor search for?
- 50. User session replays (Clicktale)
- 53. Talk with your customer!
- 54. Conversion optimization roadmap 2 theory © http://onlinedialogue.com
- 56. Try to find out why your prospect is NOT buying your product
- 57. Take away the unique NON buying reasons
- 58. Competitive and social intelligence (Radian6)
- 59. Competitive and social intelligence (free)
- 62. Eyetracking study by Stefan Wobben, Concept7 Conventions – just 1 out of hundreds
- 63. Jorden Lentze, ABN AMRO E-channels Yes it works…
- 64. Conversion optimization roadmap 3 theory © http://onlinedialogue.com
- 66. Results Best Control +27.8% [15.0% : 40.7%] Just an old test…
- 69. Behavioral targeting variables © http://www.omniture.com
- 70. People read and write! Look outside your window
- 71. Now you need this…?
- 72. Or? The webmasters can do it for free! (BTBuckets)
- 73. Conversion optimization roadmap 4 theory © http://onlinedialogue.com
- 74. Structured testing Test your teams thoughts and learn! Prospect / client Internal influencers Knowledge Attitude Personality Internal influencers Context
- 75. Dialogue optimization 4
- 76. Profiles 4 Behavioral data
- 77. Build up groups of customer profiles how to communicate with them and collect the knowledge of segmented on their behavior
- 78. The webmaster does! (BTBuckets) Free segmented testing…
- 79. And if you don’t get HTML code….
- 80. … will be able to do this someday soon Your toolbox…
- 81. Conversion optimization roadmap theory © http://onlinedialogue.com Start structured optimizing now!
- 82. Don’t use the same sign up form for every single visitor Introduction page Sign up page A Product page A Sign up page A2 X
- 83. Just like him…
- 84. @tonwesseling @barts @onlinedialogue www.onlinedialogue.nl [email_address] Tel: +3130 4100 170 Invite us for a business talk:
Notas del editor
- S tartup, vandaag 5 maanden. 3 experts. Snel naar 5. + interim netwerk E xpert in digitale klant en prosopect dialogen S trategie, ontwerp, realisatie en optimalisatie O ver dat laatste zijn we gevraagd hier nu een verhaal te vertellen, hoe pak je dit aan
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address]
- SNS Bank Marketing & Communicatie 30 mei 2007 [email_address] Doel: de favoriete financiële dienstverlener zijn voor particulieren en het MKB in Nederland