Presentation on conversion rate optimization methodology for TCD 2010 (April 28th), the Netherlands. Presented by Bart Schutz and Ton Wesseling of Online Dialogue.

1. Meer rendement uit online bezoekers
Utrecht, April 28th 2010, 13:30
Strategy, Roadmap, Design and Optimization
of customer dialogues

2. Index
A customer dialogue
The dialogue model
Current online dialogues
Conversion optimization roadmap

3. Build up groups of customer profiles
segmented on their behavioral influencers
and collect the knowledge of
how to communicate with them

4. The local bakery store

5. Still sells like we did 300 years ago
26/60

6. 5 million years ago
We had communication
35/60

7. 400.000 years ago
We invented ʻverbalʼ
35/60

8. 555 years ago
35/60

9. 100 years ago
35/60

10. 80 years ago
35/60

11. From 1 to many
Masscommunication
28/60

13. The Web
connections
1-on-1
dialogues
32/60

14. Everyone is connected
37/60

15. The web is like a small village…
36/60

16. Dialogues…

17. Company goals €€€  Customer goals
Company Prospect / client
Behavior
Behavior
Mul9 Mul9 Mul9‐
purpose phase channel
theory © http://onlinedialogue.com
icons © http://dryicons.com
Tuning the conversation

18. Company goals €€€  Customer goals
Company Prospect / client
Management Knowledge
Behavior
Behavior
Employees ACtude
Mul9 Mul9 Mul9‐ Personality
Tools
purpose phase channel
Internal
Methodologies Mood
influencers
Internal Internal
Focus / scope
influencers Context
influencers
External influencers
Compe9tors Media Social environment
theory © http://onlinedialogue.com
icons © http://dryicons.com
Based on internal and external influencers

19. Become a winner
through analyzing (historical) behaviour
and tuning the conversation

20. Structurize conversion optimization

21. Structuring
A) Analysis
B) Roadmap & Dashboard
-
Conversion op9miza9on
1) Mass
2) Segments
3) Dynamic
4) 1‐on‐1

22. A) Analysis

23. Organisa(onal maturity
Management
4
3
Objec9ves 2 Employees
1
0
Goals Tools
Methodology
A.1) Organisational analysis

24. Current online dialogues
Analytics research Expert review
A.2) Online Dialogue analysis

25. Consumer insights maturity
Goals
4
3
Context 2 Knowledge
1
0
Mood ACtude
Personality
A.3) Customer insights analysis

26. Structuring
A) Analysis
B) Roadmap & Dashboard
-
Conversion op9miza9on
1) Mass
2) Segments
3) Dynamic
4) 1‐on‐1

27. B) Roadmap & dashboard

28. Conversion op(miza(on roadmap
Management Goals
4 4
3 Effort-gain Context
3
Knowledge
Objec9ves 2 Employees 2
1 1
0 0
Goals Tools Mood ACtude
Methodology Personality
B1) Optimization roadmap

29. Lag dimensions
Financial goals
3) To reach their targets
Customer goals
Lead dimensions
2) Have online (cross‐
Organisa9e Organisa9e
channel) dialogues
Acquisition / sales dialogue Retention dialogue
Organisa9on Client / prospect 1) Organisa9on and
client / prospect
B2) Dashboard theory

30. B2) Dashboard example

31. Optimization

32. 1996

33. 2003

34. 2010

35. 1997

36. 2003

37. 2010

38. 1996

39. 2004

40. 2010

41. 1999

42. 2002

43. 2005

44. 2010

45. In 15 years
We grew from a
Push web publication to a
Rich user internet…
… but still pushed web publication

46. Company goals €€€  Customer goals
Company Prospect / client
Management Knowledge
Behavior
Behavior
Employees ACtude
Mul9 Mul9 Mul9‐ Personality
Tools
purpose phase channel
Internal
Methodologies Mood
influencers
Internal Internal
Focus / scope
influencers Context
influencers
External influencers
Compe9tors Media Social environment
theory © http://onlinedialogue.com
icons © http://dryicons.com
Every visitor has a different need!

47. Donʼt use the same sign up form
Introduction
page
Product page A
X Sign up page A
Sign up page A2
for every single visitor

48. Webanalytics & CRM data

50. All weʼve got is just a tool?
50

51. Which reports about KPIʼs & trends
51

52. Why?
52

53. Does it generate actionable insights?
53

54. What is the (micro)goal of the dialogue?
54

55. Do you give answers to visitor questions?
55

56. Where did the visitor click on?
Where did the visitor search for?
Where did the visit stop?
Why did the visit stop?

57. 1) Mass
Webanalytics Dissatisfiers - satisfiers Feedback / Why
What
Why
Effort
Wish
Show shipping rates up To reduce funnel drop out becuase 4 7
front
of late shown rates
Show more pictures of Visitor wants to see every side of 6
5
product
the product
Show clear visual proof of Visitors canʼt see the current 2
6
shopping cart addings
feedback clearly
Skip obligated login
Not everyone wants an account
7
10
........
.........
...
...

58. User session replays (Clicktale)
58

59. Form analysis (Clicktale)
59

60. Feedback analytics (Kampyle.com)
60

61. Talk with your customer!
61

62. Try to find out why your prospect
is NOT buying your product

63. Take away the
unique NON buying reasons

64. Hypot
hesis
Alternative
Optimization process

65. 2) Segments
Behavior analytics Page optimization Static insights / what

66. User surveys (Surveymonkey)
66

67. User testing (Usabilla)
67

68. Look outside your window
People read and write!
68

69. Competitive and social intelligence (the web!)
69

70. 3) Dynamic
CMS control Targeting Behavior insights
To know why visitors show certain behavior

71. Now you need this…?

72. Or?
The webmasters can do it for free! (BTBuckets)

73. Hypot
hesis
Alternative
Optimization process

74. Profiles
Behavioral data
!

75. Build up groups of customer profiles
segmented on their behavior
and collect the knowledge of
how to communicate with them

76. Free segmented testing…
The webmaster does! (BTBuckets)

77. And if you donʼt get HTML code….

78. Your toolbox…
…will be able to do this someday soon

79. 4) 1‐on‐1
CRM control Predictive Relational insights
Future development

80. Donʼt use the same sign up form
Introduction
page
Product page A
X Sign up page A
Sign up page A2
for every single visitor

81. Conversion op(miza(on roadmap
Management Goals
4 4
3 Effort-gain Context
3
Knowledge
Objec9ves 2 Employees 2
1 1
0 0
Goals Tools Mood ACtude
Methodology Personality
Organization maturity & CRM knowledge

82. Just like him…

83. Invite us for a business talk:
www.onlinedialogue.nl
info@onlinedialogue.nl
Tel: +3130 4100 170
@onlinedialogue
@tonwesseling
@barts