PHL - presentatie "your website sucks"
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PHL - presentatie "your website sucks"

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

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

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PHL - presentatie "your website sucks" PHL - presentatie "your website sucks" Presentation Transcript

  • EVOLUTION ® DIGITAL YOUR WEBSITE SUCKS!
  • 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…
  • Always on…
    • twitter.com/hanssmellinckx
    • facebook.com/smellinckx
    • www.onlinemarketingmanager.be
    Always on…
  • Your website still sucks! http://www.youtube.com/watch?v=1m_VPvVXexo
  • It’s about the people using it
  • The “human” changed
  • The old “straight line” recipe: Buyer shop sell happy customer
  • No more straight line
  • You are not alone anymore
  • Why people go online
  • Why people go online CONVENIENCE
  • And… it’s not about technology!
  • HUMAN BEHAVIOUR SCREENS
  • Problem 1: the structure
  • Problem 1: the structure
    • 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
  • Problem 1: the structure
  • Problem 1: the structure
  • Source: Netway Problem 1: the structure
  • Think about…
  • The first thing users “see”
  • The first thing users “see”
  • The first thing users “see”
  • The first thing users “see”
  • So…
    • Yes to wireframes
    • No to “we think our audience likes”
    • Involve your target audience!
    So…
  • Problem 2: the “website”
    • Splinternet
    • Social media
    Problem 2: the “website”
  • Problem 2: the “website”
  • Problem 2: the “website”
  • Problem 2: the “website”
  • Problem 2: the “website”
  •  
  • Problem 2: the “website”
  • Problem 3: the sales funnel
  • 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?
  • How to flip the funnel http://www.youtube.com/watch?v=McmEyr0oWew
    • You can only flip the funnel if you know your customer:
    • Likes
    • Dislikes
    • Behaviour
    Problem 4: flipping the funnel
  • Create a DNA of your customer
  • Create a DNA of your campaigns
  • Integration is key! Through the lines
  • Yes you can create… www.nikeid.com
  • EVOLUTION ® DIGITAL Slideshare.com/hans1604
  • EVOLUTION bvba ® DIGITAL www.twitter.com/hanssmellinckx