SMX Stockholm - Conversion Optimization

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Conversion Optimization presentation I gave at SMX Stockholm 2010. Focusing on visitors, removing barriers and persuading customers are the main topics in the presentation.

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  • Zonder goed te meten kan een campagne en daarmee een website nooit geoptimaliseerd worden!
  • Welke knop wordt gebruikt? Hoe wordt de winkelwagen gebruikt? Bekijken van x aantal productpagina’s. Inschrijven op RSS feed of nieuwsbrief. Bekijken van vacatures voor bepaalde tijd. Eventueel doorsturen van CV. Gebruik maken van de contactpagina.
  • Per gebruiker of cumulatief
  • Niet alles wordt duidelijk dmv tools: Waarom nemen gebruikers bepaalde beslissingen? Wat is percies onduidelijk? Vraag het!
  • Verschillende persona’s waar bezoekers bezoekers onder vallen
  • Snel: Prijs, algemene info Traag: Veel tekst om bevestiging te geven van vewachtingen en specificaties Hoeveel tijd en tekst heb je nodig om offline een sales te doen? Online hebben gebruikers dit ook nodig!
  • Niet alleen de vouw is hierbij belangrijk Alle gebruikers kunnen scrollen
  • Lappen tekst moeten worden vermeden, veel tekst absoluut niet!!!
  • Content netwerk
  • SMX Stockholm - Conversion Optimization

    1. 1. <ul><li>Conversion Optimization </li></ul>Conversion Optimization – Visitors, barriers & persuasion
    2. 2. <ul><li>Theo Lentjes </li></ul><ul><li>Marketing Manager / Online Marketing Consultant </li></ul>
    3. 3. Conversion Optimization <ul><li>What is Conversion Optimization ? </li></ul><ul><li>Focus on your visitors </li></ul><ul><li>Removing Barriers & Persuasion </li></ul>
    4. 4. Conversion Optimization Systematically increasing the conversion strength of the website via testing.
    5. 5. What Conversion Optimization is not! <ul><li>Performing some tricks </li></ul><ul><li>One time action </li></ul><ul><li>The solution for all problems </li></ul>
    6. 6. What are visitors doing?
    7. 7. <ul><li>Measure Micro Conversions </li></ul><ul><ul><li>Event tracking (Google Analytics) </li></ul></ul>What are visitors doing?
    8. 8. <ul><li>Eye tracking </li></ul><ul><ul><li>Useful information </li></ul></ul><ul><ul><li>Heatmaps, forms, playback </li></ul></ul>What are visitors doing?
    9. 9. What are visitors doing?
    10. 10. Ask for feedback! What are visitors doing?
    11. 11. Who are your visitors! Logical Emotional Fast Competitive Spontaneous Slow Methodical Humanistic
    12. 12. Focus on all visitors!
    13. 13. Where to start? <ul><li>Checkout process, forms </li></ul><ul><li>Productpages </li></ul><ul><li>Top landing pages </li></ul>Removing barriers
    14. 14. Removing barriers <ul><li>Unnecessary fields </li></ul><ul><li>Right elements </li></ul><ul><li>Unclear Call to Action </li></ul><ul><li>Loads of text </li></ul><ul><li>Login procedures </li></ul><ul><li>Speed </li></ul>
    15. 15. <ul><li>6 Principles </li></ul><ul><li>Reciprocity </li></ul><ul><li>Commitment & Consistency </li></ul><ul><li>Social Proof </li></ul><ul><li>Authority </li></ul><ul><li>Liking </li></ul><ul><li>Scarcity </li></ul>Persuading Customers
    16. 16. <ul><li>Returning a Favor </li></ul><ul><ul><li>Giving away free samples/whitepapers </li></ul></ul><ul><ul><ul><li>Ask an e-mail adress afterwards </li></ul></ul></ul><ul><ul><li>Giving a small gift </li></ul></ul>Reciprocity
    17. 17. <ul><li>Human behavior: delivering to your promise </li></ul>Commitment & Consistency Can you confirm that these are the products you want to buy? Where do you want your DVD’s to be delivered? How do you want to pay? Could you give us your payment information?
    18. 18. <ul><li>People do things that other people are doing </li></ul><ul><li>Reviews </li></ul><ul><li>Testimonials </li></ul>Social Proof
    19. 19. <ul><li>Expert opinions </li></ul><ul><li>Reviewing customers become experts </li></ul>Authority
    20. 20. Liking <ul><li>If they like you, they will buy! </li></ul><ul><li>Social responsibility </li></ul>
    21. 21. <ul><li>Perceived scarcity generates demand </li></ul><ul><li>“ Limited time only / only 3 left!” </li></ul>Scarcity
    22. 22. <ul><li>Zoom in on your visitors </li></ul><ul><li>Removing barriers </li></ul><ul><li>Persuade your customers </li></ul>Conclusion
    23. 23. Theo Lentjes Marketing Manager & Online Marketing Consultant Twitter.com/TheoLentjes Twitter.com/Onetomarket [email_address] Facebook.com/Onetomarket

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