PHL - presentatie "your website sucks"

  • 1,040 views
Uploaded on

Provinciale Hogeschool Hasselt - Presentation about how to create appealing websites. …

Provinciale Hogeschool Hasselt - Presentation about how to create appealing websites.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,040
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
13
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. EVOLUTION ® DIGITAL YOUR WEBSITE SUCKS!
  • 2. Always on…
    • Digital Marketing Manager Thomas Cook Belgium
    • Founder Social Marketing Forum
    • Chairman e-mail mkt taskforce IAB Belgium
    • Blogger @ belgiancowboys.be, molblog.nl , onlinemarketingmanager.be
    • Co-author of:
    Always on…
  • 3. Always on…
    • twitter.com/hanssmellinckx
    • facebook.com/smellinckx
    • www.onlinemarketingmanager.be
    Always on…
  • 4. Your website still sucks! http://www.youtube.com/watch?v=1m_VPvVXexo
  • 5. It’s about the people using it
  • 6. The “human” changed
  • 7. The old “straight line” recipe: Buyer shop sell happy customer
  • 8. No more straight line
  • 9. You are not alone anymore
  • 10. Why people go online
  • 11. Why people go online CONVENIENCE
  • 12. And… it’s not about technology!
  • 13. HUMAN BEHAVIOUR SCREENS
  • 14. Problem 1: the structure
  • 15. Problem 1: the structure
  • 16.
    • Did you really put your target audience central?
    • Can the main goal be achieved in 5 seconds ?
    • Is there 1 focus the whole way through?
    Problem 1: the structure
  • 17. Problem 1: the structure
  • 18. Problem 1: the structure
  • 19. Source: Netway Problem 1: the structure
  • 20. Think about…
  • 21. The first thing users “see”
  • 22. The first thing users “see”
  • 23. The first thing users “see”
  • 24. The first thing users “see”
  • 25. So…
    • Yes to wireframes
    • No to “we think our audience likes”
    • Involve your target audience!
    So…
  • 26. Problem 2: the “website”
  • 27.
    • Splinternet
    • Social media
    Problem 2: the “website”
  • 28. Problem 2: the “website”
  • 29. Problem 2: the “website”
  • 30. Problem 2: the “website”
  • 31. Problem 2: the “website”
  • 32.  
  • 33. Problem 2: the “website”
  • 34. Problem 3: the sales funnel
  • 35. So…
    • yes, we just increased the inflow
    • Should be:
    • Yes, we implemented:
      • A/B testing
      • Multivariate testing
      • Abandon cart campaigns
      • Segmentation & RFM modelling
    Question: did you actually do something to improve the funnel on its own?
  • 36. How to flip the funnel http://www.youtube.com/watch?v=McmEyr0oWew
  • 37.
    • You can only flip the funnel if you know your customer:
    • Likes
    • Dislikes
    • Behaviour
    Problem 4: flipping the funnel
  • 38. Create a DNA of your customer
  • 39. Create a DNA of your campaigns
  • 40. Integration is key! Through the lines
  • 41. Yes you can create… www.nikeid.com
  • 42. EVOLUTION ® DIGITAL Slideshare.com/hans1604
  • 43. EVOLUTION bvba ® DIGITAL www.twitter.com/hanssmellinckx