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" Presentation 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