NetMarketing Online Marketing vanuit psychologische invalshoek Conversie, Usability, Persuasion, Emotion, Trust. Oktober 2...
 
<ul><li>NetMarketing since 1997 </li></ul><ul><li>Benelux company: Netherlands & Belgium </li></ul><ul><li>User Centric De...
 
Enkele voorbeelden
Significant meer siteresultaat, hoe doe je dat?
Significant meer siteresultaat, hoe doe je dat? <ul><li>Grondige aanpak vanuit te gebruiker. </li></ul><ul><li>Meer dan: <...
2 Hoofdcategorieen succesfactoren <ul><ul><li>Behoeften </li></ul></ul><ul><ul><li>Gedrag </li></ul></ul>
Centrale vragen zijn dus… <ul><ul><li>Behoeften    Marketing </li></ul></ul><ul><ul><ul><li>Wat zijn behoeften? </li></ul...
400%? Grondig en integraal aanpakken <ul><ul><li>Behoeften    Marketing </li></ul></ul><ul><ul><li>Gedrag    Psychologie...
Centrale vragen zijn dus… <ul><ul><li>Behoeften    Marketing </li></ul></ul><ul><ul><ul><li>Wat zijn behoeften? </li></ul...
Middelen voor observatie <ul><li>Eye tracking </li></ul><ul><li>Registratie video, uitingen </li></ul>
… en in de nabij toekomst…
Geen 400%, wel interessant <ul><ul><li>Verzekeringen + 1mio in 5 maanden </li></ul></ul><ul><ul><li>NTI: Review pagina </l...
Case: NTI Improvement form page: 34,5% increase in conversion
<ul><li>Conversieverbetering: 581% </li></ul>
Where to focus on <ul><li>Brand values   site (eg thrustworthy, open, sustainable, service focussed) </li></ul><ul><li>Us...
Case: Essent Energy >  400% increase in conversion rate (still counting)
 
Case: Essent Energy >  400% increase in conversion rate (still counting) <ul><li>Competition scan </li></ul><ul><li>Analys...
Case: Essent Energy >  400% increase in conversion rate (still counting) <ul><li>Competition scan </li></ul><ul><li>Analys...
Case: Essent Energy >  400% increase in conversion rate (still counting) <ul><li>Competition scan </li></ul><ul><li>Analys...
Persuasion Technology Is this just a trick, a loose technique? ,  <ul><li>Cialdini’s 7:  scarcity, authority, social proof...
Persuasion Technology <ul><li>From loose techniques and tricks </li></ul><ul><li>to </li></ul><ul><li>A methodological app...
Design of persuasive websites <ul><ul><li>Understanding key issues behind persuasive systems. </li></ul></ul><ul><ul><li>A...
Six weapons of mass persuasion - Cialdini <ul><li>- 1. Reciprocity  </li></ul><ul><li>- 2. Commitment and consistency </li...
 
Persuasion Score Card walk through expert review basis Typical: more product and price oriented . Ondersteunen primaire ta...
Tunneling
What kind of energy user am I? 1 Consitency
What kind of energy user am I? 4
 
Applying social proof
 
 
Social proof 1 Show how other people act and save money. People like you.
Social proof 2 More effect when more relevant / close to user <ul><li>‘ So many’ people in your area also… </li></ul><ul><...
Tips <ul><li>> 400% coversieverbetering verkijg je door integratie van: </li></ul><ul><ul><li>Usability  </li></ul></ul><u...
<ul><li>Ronald Verschueren </li></ul><ul><li>NetMarketing UX </li></ul><ul><li>Rotterdam </li></ul><ul><li>[email_address]...
@ronaldvschueren
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Handout presentatie nationale vakdag dialogue and digital marketing (net marketing usability experts)

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Handout presentatie nationale vakdag dialogue and digital marketing (net marketing usability experts)

  1. 1. NetMarketing Online Marketing vanuit psychologische invalshoek Conversie, Usability, Persuasion, Emotion, Trust. Oktober 2010 Ronald Verschueren NetMarketing Usability Experts
  2. 3. <ul><li>NetMarketing since 1997 </li></ul><ul><li>Benelux company: Netherlands & Belgium </li></ul><ul><li>User Centric Design & Research </li></ul><ul><li>High-end customers: Top 500, pure players, BtC </li></ul><ul><li>User centric: </li></ul><ul><ul><li>Knowledge: </li></ul></ul><ul><ul><ul><li>First usability research in early 90’s </li></ul></ul></ul><ul><ul><ul><li>Eye tracking since q1 2006 </li></ul></ul></ul><ul><ul><li>Track record: results </li></ul></ul><ul><ul><li>Core: Independent user oriented website optimization </li></ul></ul>
  3. 5. Enkele voorbeelden
  4. 6. Significant meer siteresultaat, hoe doe je dat?
  5. 7. Significant meer siteresultaat, hoe doe je dat? <ul><li>Grondige aanpak vanuit te gebruiker. </li></ul><ul><li>Meer dan: </li></ul><ul><ul><li>Een usability onderzoek </li></ul></ul><ul><ul><li>Analytics analyseren </li></ul></ul><ul><ul><li>AB testing </li></ul></ul><ul><ul><li>Clicktail en andere ‘leuke tooltjes’ voor de bühne… </li></ul></ul>
  6. 8. 2 Hoofdcategorieen succesfactoren <ul><ul><li>Behoeften </li></ul></ul><ul><ul><li>Gedrag </li></ul></ul>
  7. 9. Centrale vragen zijn dus… <ul><ul><li>Behoeften  Marketing </li></ul></ul><ul><ul><ul><li>Wat zijn behoeften? </li></ul></ul></ul><ul><ul><ul><li>Hoe speel ik hier op in? </li></ul></ul></ul><ul><ul><ul><li>Hoe communiceer ik dit overtuigend (oa. positionering, claims, evidence)? </li></ul></ul></ul><ul><ul><li>Gedrag </li></ul></ul>
  8. 10. 400%? Grondig en integraal aanpakken <ul><ul><li>Behoeften  Marketing </li></ul></ul><ul><ul><li>Gedrag  Psychologie, sociologie </li></ul></ul>
  9. 11. Centrale vragen zijn dus… <ul><ul><li>Behoeften  Marketing </li></ul></ul><ul><ul><ul><li>Wat zijn behoeften? </li></ul></ul></ul><ul><ul><ul><li>Hoe speel ik hier op in? </li></ul></ul></ul><ul><ul><ul><li>Hoe communiceer ik dit overtuigend (oa. positionering, claims, evidence)? </li></ul></ul></ul><ul><ul><li>Gedrag  Psychologie, sociologie </li></ul></ul><ul><ul><ul><li>Wat is het gedrag? Hoe kom ik hier achter? </li></ul></ul></ul><ul><ul><ul><li>Wat begrijpt men (…)? </li></ul></ul></ul><ul><ul><ul><li>Verleiden en beinvloeden. </li></ul></ul></ul>
  10. 12. Middelen voor observatie <ul><li>Eye tracking </li></ul><ul><li>Registratie video, uitingen </li></ul>
  11. 13. … en in de nabij toekomst…
  12. 14. Geen 400%, wel interessant <ul><ul><li>Verzekeringen + 1mio in 5 maanden </li></ul></ul><ul><ul><li>NTI: Review pagina </li></ul></ul>
  13. 15. Case: NTI Improvement form page: 34,5% increase in conversion
  14. 16. <ul><li>Conversieverbetering: 581% </li></ul>
  15. 17. Where to focus on <ul><li>Brand values  site (eg thrustworthy, open, sustainable, service focussed) </li></ul><ul><li>Usability </li></ul><ul><li>Persuasion </li></ul><ul><li>Emotion </li></ul><ul><li>Trust </li></ul><ul><li>But how? </li></ul>
  16. 18. Case: Essent Energy > 400% increase in conversion rate (still counting)
  17. 20. Case: Essent Energy > 400% increase in conversion rate (still counting) <ul><li>Competition scan </li></ul><ul><li>Analysis of target group behavior </li></ul><ul><li> “ dive deep in user behavior” </li></ul><ul><li> understand user paths </li></ul><ul><li>- e.g What do they understand, mental models and interactions </li></ul><ul><li>- like and dislikes </li></ul><ul><li>- perceptions </li></ul><ul><li>- user process: eg. Short holidays, houses, energy, my-environment. </li></ul>
  18. 21. Case: Essent Energy > 400% increase in conversion rate (still counting) <ul><li>Competition scan </li></ul><ul><li>Analysis of target group behaviour </li></ul><ul><li>The input for the design process is NOT </li></ul><ul><li>intuition driven, but research based. </li></ul>
  19. 22. Case: Essent Energy > 400% increase in conversion rate (still counting) <ul><li>Competition scan </li></ul><ul><li>Analysis of target group behaviour </li></ul><ul><li>Translation strategy to web </li></ul><ul><li>Menu research </li></ul><ul><li>Blueprinting </li></ul><ul><li>UX test on click model </li></ul>
  20. 23. Persuasion Technology Is this just a trick, a loose technique? , <ul><li>Cialdini’s 7: scarcity, authority, social proof, reciprocity, commitment and consistency, linking, contrast. </li></ul><ul><li>What’s the balance between: </li></ul><ul><ul><li>This and other PT techniques? </li></ul></ul><ul><ul><li>This techniques on several places in a website  danger of overload </li></ul></ul><ul><li>Product and proposition should be ok in the 1st place. </li></ul><ul><li>Relation to user characteristics (e.g. easy/not easy to persuade)  profiling. </li></ul>
  21. 24. Persuasion Technology <ul><li>From loose techniques and tricks </li></ul><ul><li>to </li></ul><ul><li>A methodological approach </li></ul>
  22. 25. Design of persuasive websites <ul><ul><li>Understanding key issues behind persuasive systems. </li></ul></ul><ul><ul><li>Analyzing the persuasion context (intent, event en strategy). </li></ul></ul><ul><ul><li>28 design principes (content, functionality) </li></ul></ul><ul><ul><li>Categorisation of principles (primary task, dialogue, system credibilitiy and social support). </li></ul></ul>
  23. 26. Six weapons of mass persuasion - Cialdini <ul><li>- 1. Reciprocity </li></ul><ul><li>- 2. Commitment and consistency </li></ul><ul><li>- 3. Social proof </li></ul><ul><li>- 4. Liking </li></ul><ul><li>- 5. Authority </li></ul><ul><li>6. Scarcity </li></ul><ul><li>- extra: Contrast </li></ul>
  24. 28. Persuasion Score Card walk through expert review basis Typical: more product and price oriented . Ondersteunen primaire taak 62% Dialoog ondersteuning 33% Credibility 63% Social support 34% Strategy en toepassing 62%
  25. 29. Tunneling
  26. 30. What kind of energy user am I? 1 Consitency
  27. 31. What kind of energy user am I? 4
  28. 33. Applying social proof
  29. 36. Social proof 1 Show how other people act and save money. People like you.
  30. 37. Social proof 2 More effect when more relevant / close to user <ul><li>‘ So many’ people in your area also… </li></ul><ul><li>Quotes/testimonials </li></ul><ul><li>Social proof is also: </li></ul><ul><li>FAQ in a certain direction. </li></ul><ul><li>Pictures of real people </li></ul><ul><li>Best choice </li></ul>
  31. 38. Tips <ul><li>> 400% coversieverbetering verkijg je door integratie van: </li></ul><ul><ul><li>Usability </li></ul></ul><ul><ul><li>Persuasion </li></ul></ul><ul><ul><li>Emotion </li></ul></ul><ul><ul><li>Trust </li></ul></ul><ul><li>Focus op gebruikersbehoeften en gedrag. </li></ul><ul><li>Verkrijg gegevens over gedrag van de doelgroep door observaties. </li></ul><ul><li>Breng het proces van de gebruiker in kaart. </li></ul><ul><li>Pas overtuigingstechnieken toe. Cialdini’s 7 : scarcity, authority, social proof, reciprocity, commitment and consistency, linking, contrast. </li></ul>
  32. 39. <ul><li>Ronald Verschueren </li></ul><ul><li>NetMarketing UX </li></ul><ul><li>Rotterdam </li></ul><ul><li>[email_address] </li></ul>Dank voor uw aandacht!
  33. 40. @ronaldvschueren

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