EVOLUTION ® DIGITAL YOUR WEBSITE SUCKS!
Always on… <ul><li>Digital Marketing Manager Thomas Cook Belgium </li></ul><ul><li>Founder Social Marketing Forum </li></u...
Always on… <ul><li>twitter.com/hanssmellinckx </li></ul><ul><li>facebook.com/smellinckx </li></ul><ul><li>www.onlinemarket...
Your website still sucks! http://www.youtube.com/watch?v=1m_VPvVXexo
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
<ul><li>Did you really put your target audience central?  </li></ul><ul><li>Can the main goal be achieved in 5 seconds ? <...
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… <ul><li>Yes to wireframes </li></ul><ul><li>No to “we think our audience likes” </li></ul><ul><li>Involve your target ...
Problem 2: the “website”
<ul><li>Splinternet </li></ul><ul><li>Social media </li></ul>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… <ul><li>yes, we just increased the inflow </li></ul><ul><li>Should be: </li></ul><ul><li>Yes, we implemented: </li></u...
How to flip the funnel http://www.youtube.com/watch?v=McmEyr0oWew
<ul><li>You can only flip the funnel if you know your customer: </li></ul><ul><li>Likes </li></ul><ul><li>Dislikes </li></...
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
PHL - presentatie "your website sucks"
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.

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

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

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