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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  • 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
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  • Online dialogues and conversion optimization (online tuesday feb 9, 2010)

    1. 1. “ Conversion optimization” February 9 th 2010, 19:30 Bart Schutz & Ton wesseling Strategy, design, development and optimization of customer dialogues
    2. 2. Index A customer dialogue The dialogue model Current online dialogues Conversion optimization roadmap
    3. 3. The local bakery store
    4. 4. 26/60 <ul><ul><li>Still sells like we did 300 years ago </li></ul></ul>
    5. 5. 35/60 <ul><ul><li>5 million years ago </li></ul></ul>We started communicating
    6. 6. 35/60 <ul><ul><li>400.000 years ago </li></ul></ul>
    7. 7. 35/60 <ul><ul><li>555 years ago </li></ul></ul>
    8. 8. 35/60 <ul><ul><li>100 years ago </li></ul></ul>
    9. 9. 35/60 <ul><ul><li>80 years ago </li></ul></ul>
    10. 10. Masscommunication From 1 to many 28/60
    11. 11. The Web 1-on-1 connections dialogues 32/60
    12. 12. 37/60 Everyone is connected
    13. 13. 36/60 The web is like a small village…
    14. 14. Dialogues…
    15. 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. 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. 17. Become a winner through analyzing (historical) behaviour and tuning the conversation
    18. 18. 1996
    19. 19. 2003
    20. 20. 2010
    21. 21. 1999
    22. 22. 2002
    23. 23. 2005
    24. 24. 2010
    25. 25. 1997
    26. 26. 2003
    27. 27. 2010
    28. 28. 1996
    29. 29. 2004
    30. 30. 2010
    31. 31. 2001
    32. 32. 2010
    33. 33. In 15 years We grew from a Push web publication to a Rich user internet… … but still pushed web publication
    34. 34. Main psychological behavior profiles picture ©http://www.keirsey.com/ fast emotion logic slow
    35. 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. 36. We need to do more with the data
    37. 37. What data? picture ©http://www.kaushik.net
    38. 38. Webanalytics & CRM data
    39. 40. All we’ve got is just a tool?
    40. 41. Which reports about KPI’s & trends
    41. 42. Why?
    42. 43. Does it generate actionable insights?
    43. 44. What is the (micro)goal of the dialogue?
    44. 45. Do you give answers to visitor questions?
    45. 46. Report on goals, funnels and (micro)conversions
    46. 47. Conversion optimization roadmap 1 theory © http://onlinedialogue.com
    47. 48. Dialogue mapping 1 Company goals €€€  Behavior Behavior Customer goals Prospect / client Company Multi purpose Multi- channel Multi phase
    48. 49. What does the visitor click on? Why did the visit stop? Where did the visit stop? Where did the visitor search for?
    49. 50. User session replays (Clicktale)
    50. 51. Form analysis (Clicktale)
    51. 52. Feedback analytics (Kampyle.com)
    52. 53. Talk with your customer!
    53. 54. Conversion optimization roadmap 2 theory © http://onlinedialogue.com
    54. 55. Mass optimization 2
    55. 56. Try to find out why your prospect is NOT buying your product
    56. 57. Take away the unique NON buying reasons
    57. 58. Competitive and social intelligence (Radian6)
    58. 59. Competitive and social intelligence (free)
    59. 60. User surveys (Surveymonkey)
    60. 61. User testing (Usabilla)
    61. 62. Eyetracking study by Stefan Wobben, Concept7 Conventions – just 1 out of hundreds
    62. 63. Jorden Lentze, ABN AMRO E-channels Yes it works…
    63. 64. Conversion optimization roadmap 3 theory © http://onlinedialogue.com
    64. 65. Targeted content 3
    65. 66. Results Best Control +27.8% [15.0% : 40.7%] Just an old test…
    66. 67. Monday The insights…
    67. 68. Saturday The insights…
    68. 69. Behavioral targeting variables © http://www.omniture.com
    69. 70. People read and write! Look outside your window
    70. 71. Now you need this…?
    71. 72. Or? The webmasters can do it for free! (BTBuckets)
    72. 73. Conversion optimization roadmap 4 theory © http://onlinedialogue.com
    73. 74. Structured testing Test your teams thoughts and learn! Prospect / client Internal influencers Knowledge Attitude Personality Internal influencers Context
    74. 75. Dialogue optimization 4
    75. 76. Profiles 4 Behavioral data
    76. 77. Build up groups of customer profiles how to communicate with them and collect the knowledge of segmented on their behavior
    77. 78. The webmaster does! (BTBuckets) Free segmented testing…
    78. 79. And if you don’t get HTML code….
    79. 80. … will be able to do this someday soon Your toolbox…
    80. 81. Conversion optimization roadmap theory © http://onlinedialogue.com Start structured optimizing now!
    81. 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
    82. 83. Just like him…
    83. 84. @tonwesseling @barts @onlinedialogue www.onlinedialogue.nl [email_address] Tel: +3130 4100 170 Invite us for a business talk:

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