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≤≤
How to compete against
the big fish
Presented by Mogens Møller
CEO & co-founder OF Sleeknote
Hello…
All the best from everyone at
Sleeknote
Customers and subscribers.
WOWZA… that’s an awesome push notification!
Hi! I...
Hello Stockholm
All the best from everyone at
Sleeknote
Have a great conference!
AUCH…
Are you leaving me???
I still got y...
1.500 customers in 45 countries
Aha moment
Today1of How you can compete against the big fish
3 examples
incl. cases and action take-aways
2you can repeat again and a...
How to compete against the big fish
Example #1
Most websites are simple
Order receivers
How to compete against the big fish
Take Away #1
Don’t be a stupid
order receiver
Help and guide your visitors
to find the...
How to compete against the big fish
Example #2
Persona
NO!!!
The Stock Photo Trap
The Stock Photo Trap
The Stock Photo Trap
CarinaAugusta
Winston
Winston
What’s happening, dad???
Why are we not driving?
Ohh well, I can just as well let go
of a little fart.
It might ge...
Persona (simplified)
Facts
- Møller Byskov Family
- First time skiing with the kids
Needs and Wishes
- Great kids area
- N...
19%uplift in bookings
test period: 11 weeks Conversions: 500+ statistical significance: 98%
How to compete against the big fish
Take Away #2
Know your customers
and create real personas
Good blog posts, books, and ...
How to compete against the big fish
Example #3
Assume your visitors are
always in a hurry
Case
You’re having guests this weekend.
You’re gonna eat some spicy food.
You need a good bottle of red wine.
Case
You’re running a small company.
You need a good and simple printer.
Case
You work in a growing business.
You want to buy an optimization workshop.
But You’re not sure which product/plan to c...
80% 20%
50% 45% 5%
80% 20%
How to compete against the big fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry
If you want to beat The Big Fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry
How to compete against the big fish
Don’t be an order receiver
Help and guide your visitors
to find the right product
#1
#...
customer centric
80% of companies say
they’re customer centric
But only 8% of customers agree
Source: http://bain.com/bainweb/pdfs/cms/hotT...
Hmm, how about…
you SHUT UP!
Repeatable
process
If you optimize without
having a process,
You might as well go
to the casino
Repeatable process
step #1
daily
AUTO EMAILS
You learn
What your most valuable traffic
sources are (not only last click).
#1
Which competitors you actually
compete agai...
Document with all questions
Link: goo.gl/hqfXWl
More ressources
Book
Roadmap to revenue
by Kristin Zhivago
Link: goo.gl/Ja...
Repeatable process
step #2
Quarterly
Phone interviews
If you don’t regularly talk to customers
You lose the finger on the pulse
You need that to create the best
New features, p...
Only goal:
Get to know your
customers better
You learn
How your customers daily
working lives are
#1
What your customers are
struggling with right now
#2
What your cus...
Repeatable process
step #3
half-yearly
testsUserUsability
1 2
Need a
good script
Hard to
find testersCustomers, Partners, Social Media, Coffee shop,
Physical store, Train, Employme...
Small talk
Introduction
Scenario
Google
Competitors
First impression
Tasks
Final questions
Usability test
script
1
2
3
4
5...
You learn
The most critical usability issues
on your website
#1
Why people click on specific
Google search results
#2
How p...
You need to learn how customers behave and
what they need. In other words:
focus on their problem,
not their suggested sol...
The best usability tests
Leave you in tears
This will be You
before the
usability test
begins
We’ve just launched
the new website.
What can possibly
go wrong?
And You
when the
usability test
begins
You
when the
usability test
is over
Your developers
when you pass the
results from the
usability tests
Ohh, come on!
Did you test
with monkeys?
Your developers
when you tell them,
you now will do
usability testing
regularly
Your developers
when you tell them,
you now will do
usability testing
regularly
This is when you go
from best friends
to worst enemies
AUTO
EMAILS
Phone
interviews
Usability
tests
Daily Quarterly half-yearly
Repeatable optimization process
sleeknote.com/vwo-webinar2019
slide deck
mm@sleeknote.com
Don’t be an
order receiver
Be customer centric
Repeatable
process
And you will beat
the big fish
Thanks!
E-mail: mm@sleeknote.com
Slides: sleeknote.com/vwo-webinar2019
free trial: www.sleeknote.com
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
[Webinar] How To Compete Against The Big Fish
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[Webinar] How To Compete Against The Big Fish

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Every business, whether online or offline, aspires to grow. But the competition it faces from the incumbents in the market makes it difficult for it to get in front of their target audience.

In this webinar, Mogens Møller, CEO and Co-Founder, Sleeknote, will share insights on how eCommerce businesses can beat the incumbents and make a strong presence in their target market by truly understanding their visitor personas and motivating the visitors to make a purchase decision.

Publicado en: Marketing
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[Webinar] How To Compete Against The Big Fish

  1. 1. ≤≤ How to compete against the big fish Presented by Mogens Møller CEO & co-founder OF Sleeknote
  2. 2. Hello… All the best from everyone at Sleeknote Customers and subscribers. WOWZA… that’s an awesome push notification! Hi! It’s Vipul from VWO here. I got you a delicious Caffé Latte. SIGN UP TO OUR NEWSLETTER And get your free Café Latte. We only need a little information first: This offer expires in: SIGN UP NOW First Name * Last Name * Street Navn * Zip * City * Social Security Number * Your pets name * seconds
  3. 3. Hello Stockholm All the best from everyone at Sleeknote Have a great conference! AUCH… Are you leaving me??? I still got your Café Latte. Please sign up! SIGN UP NOW First Name * Last Name * Street Navn * City *Zip * Social Security Number * Your pets name *
  4. 4. 1.500 customers in 45 countries
  5. 5. Aha moment
  6. 6. Today1of How you can compete against the big fish 3 examples incl. cases and action take-aways 2you can repeat again and again 3-step process incl. link to templates and guides+
  7. 7. How to compete against the big fish Example #1
  8. 8. Most websites are simple Order receivers
  9. 9. How to compete against the big fish Take Away #1 Don’t be a stupid order receiver Help and guide your visitors to find the right product
  10. 10. How to compete against the big fish Example #2
  11. 11. Persona
  12. 12. NO!!!
  13. 13. The Stock Photo Trap
  14. 14. The Stock Photo Trap
  15. 15. The Stock Photo Trap
  16. 16. CarinaAugusta
  17. 17. Winston
  18. 18. Winston What’s happening, dad??? Why are we not driving? Ohh well, I can just as well let go of a little fart. It might get us driving again!!!
  19. 19. Persona (simplified) Facts - Møller Byskov Family - First time skiing with the kids Needs and Wishes - Great kids area - NO drunk Danish afterskiers!!! - Close to Autobahn - Good super markets
  20. 20. 19%uplift in bookings test period: 11 weeks Conversions: 500+ statistical significance: 98%
  21. 21. How to compete against the big fish Take Away #2 Know your customers and create real personas Good blog posts, books, and videos about creating personas Link: goo.gl/dnb9xH
  22. 22. How to compete against the big fish Example #3
  23. 23. Assume your visitors are always in a hurry
  24. 24. Case You’re having guests this weekend. You’re gonna eat some spicy food. You need a good bottle of red wine.
  25. 25. Case You’re running a small company. You need a good and simple printer.
  26. 26. Case You work in a growing business. You want to buy an optimization workshop. But You’re not sure which product/plan to choose.
  27. 27. 80% 20%
  28. 28. 50% 45% 5% 80% 20%
  29. 29. How to compete against the big fish Take Away #3 Create no-brainers Assume your visitors are always in a hurry
  30. 30. If you want to beat The Big Fish Take Away #3 Create no-brainers Assume your visitors are always in a hurry
  31. 31. How to compete against the big fish Don’t be an order receiver Help and guide your visitors to find the right product #1 #2 #3 Know your customers and create real personas Create no-brainers Assume your visitors are always in a hurry
  32. 32. customer centric
  33. 33. 80% of companies say they’re customer centric But only 8% of customers agree Source: http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf
  34. 34. Hmm, how about… you SHUT UP!
  35. 35. Repeatable process
  36. 36. If you optimize without having a process, You might as well go to the casino
  37. 37. Repeatable process step #1 daily AUTO EMAILS
  38. 38. You learn What your most valuable traffic sources are (not only last click). #1 Which competitors you actually compete against. #2 What information you are missing on your website. #3 The most important reasons why people are not converting. #4 What words your customers use to describe your product. #5 Email template Email template Link: goo.gl/DRhRWq
  39. 39. Document with all questions Link: goo.gl/hqfXWl More ressources Book Roadmap to revenue by Kristin Zhivago Link: goo.gl/Ja54dO Blog posts
 You Don't Know Your Customer And It's Crippling Your Growth
 Link: goo.gl/UQEAsP 
 How to Create Customer Feedback Loops at Scale Link: goo.gl/9pdqEJ Auto emails questions
  40. 40. Repeatable process step #2 Quarterly Phone interviews
  41. 41. If you don’t regularly talk to customers You lose the finger on the pulse You need that to create the best New features, pricing structure, Vision, product roadmap
  42. 42. Only goal: Get to know your customers better
  43. 43. You learn How your customers daily working lives are #1 What your customers are struggling with right now #2 What your customers like about your service/product/website #3 What your customers don’t like about your service/product /website #4 How your customers want your service/product/website to improve #5 Phone interviews
  44. 44. Repeatable process step #3 half-yearly testsUserUsability
  45. 45. 1 2 Need a good script Hard to find testersCustomers, Partners, Social Media, Coffee shop, Physical store, Train, Employment agency Download my guide: goo.gl/DeZk0Q
  46. 46. Small talk Introduction Scenario Google Competitors First impression Tasks Final questions Usability test script 1 2 3 4 5 6 7 8 My favorite usability test script Link: goo.gl/afhwe6 My checklist to usability testing Link: goo.gl/82hrkt
  47. 47. You learn The most critical usability issues on your website #1 Why people click on specific Google search results #2 How potential customers compare you to your competitors #3 Usability tests
  48. 48. You need to learn how customers behave and what they need. In other words: focus on their problem, not their suggested solution – Cindy Alvarez
  49. 49. The best usability tests Leave you in tears
  50. 50. This will be You before the usability test begins We’ve just launched the new website. What can possibly go wrong?
  51. 51. And You when the usability test begins
  52. 52. You when the usability test is over
  53. 53. Your developers when you pass the results from the usability tests Ohh, come on! Did you test with monkeys?
  54. 54. Your developers when you tell them, you now will do usability testing regularly
  55. 55. Your developers when you tell them, you now will do usability testing regularly
  56. 56. This is when you go from best friends to worst enemies
  57. 57. AUTO EMAILS Phone interviews Usability tests Daily Quarterly half-yearly Repeatable optimization process
  58. 58. sleeknote.com/vwo-webinar2019 slide deck mm@sleeknote.com
  59. 59. Don’t be an order receiver
  60. 60. Be customer centric
  61. 61. Repeatable process
  62. 62. And you will beat the big fish
  63. 63. Thanks! E-mail: mm@sleeknote.com Slides: sleeknote.com/vwo-webinar2019 free trial: www.sleeknote.com

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