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Conversion Optimisiation & Persuasion Architecture: Start Improving Your Conversion, Right Now!
 

Conversion Optimisiation & Persuasion Architecture: Start Improving Your Conversion, Right Now!

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Conversion Optimisiation & Persuasion Architecture: Start Improving Your Conversion, Right Now! Conversion Optimisiation & Persuasion Architecture: Start Improving Your Conversion, Right Now! Presentation Transcript

    • Ton Wesseling
    • online conversion strategy
    • with
    • 50 insightful tips
  • Introduction Internet sales strategy Web analytics Behavioral targeting Multivariate testing Conversion rate maximization Ton Wesseling Persuasive marketing “ tonwesseling”
  • Introduction About us
  • Introduction Our goal
  • Introduction Our services Online revenue strategy Persuasive scenarios Expert reviews Web analytics KPI dashboards Multivariate testing
  • Introduction
    • Client selection
  • Agenda
    • What are the goals?
    • Functionality needs
    • Website structure
    • Web analytics
    • Usability
    • Persuasion
    • Best practice lessons
  • Agenda
    • What are the goals?
    • Functionality needs
    • Website structure
    • Web analytics
    • Usability
    • Persuasion
    • Best practice lessons
  • Strategy What’s your conversion goal?
  • Strategy Just make the deal? http://www.flickr.com/photos/jeff-bauche/2230236391/
  • Strategy Maximizing customer lifetime value! http://www.insightful.com/industry/marketinganalytics/ Tip 1
  • Strategy Focus on micro conversions Tip 2 http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html
  • Strategy Focus on micro conversions Tip 2 http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html
  • Strategy Focus on micro conversions Tip 2 http://www.wordle.net
  • Strategy It’s about helping the customer http://www.futurenowinc.com Tip 3
  • Strategy
    • Who’s your target audience?
    http://flickr.com/photos/sparkieg/
  • Strategy
    • How could you help them?
  • Strategy
    • Design based on information needs
    http://flickr.com/photos/sparkieg/ Tip 4
  • Strategy
    • Create personas based on needs
    http://www.usability.gov/process.html Tip 5
  • Strategy
    • What are the functionalities needed?
  • Strategy
    • In what fase?
    http://www.futurenowinc.com
  • Strategy
    • Landing pages based on needed functionality
    http://www.usability.gov/process.html Tip 6
  • Strategy
    • Dynamically build upon visitor click data
    http://blog.bridgelinesw.com/wp-content/uploads/2008/12/istock_000005486217small.jpg Tip 7
  • Strategy
    • Design user goal scenarios
    http://www.adobe.com/devnet/captivate/articles/scenario_learning/fig01.gif Tip 8 Forget about the normal path… Make sure visitors can always find their click Tip 9 Tip 10
  • Agenda
    • What are the goals?
    • Functionality needs
    • Website structure
    • Web analytics
    • Usability
    • Persuasion
    • Best practice lessons
  • Conversion
    • Don’t create reports, create insights!
    Tip 11
  • Conversion
    • Create trend dashboards with targets
    Tip 12
  • Conversion
    • Always discuss data and findings
    Tip 13
  • Conversion
    • Segment your data for why!
    Tip 14
  • Conversion
    • Where does your segmented visitor stop?
    • Qualitive tools to understand visiting reasons
    Conversion Tip 15
  • Conversion Tip 16 Start optimizing the usability first
  • Conversion
    • Usability & Accessibility
    • Redirect *.domain.tld subdomains!
    Conversion Tip 17
  • Conversion
    • Any browser!
    Tip 18
    • Always check broken links!
    Conversion Tip 19
    • A good 404 page…
    Conversion Tip 20
    • No account registration at check out
    • Give information about the things needed to complete the form
    • First step: ask for email and submit!
    Conversion Tip 22 Tip 23 Tip 24 Shopping cart tips
  • Conversion
    • Inline validation at forms
    Tip 25
  • Conversion
    • Use progress indicators!
    Tip 26
  • Conversion
    • Optimized Print / Email / PDF routines
    Tip 27
  • Conversion
    • Bookmarks: make it work!
    Tip 28
  • Conversion
    • Use breadcrumbs!
    Tip 29
  • Conversion
    • Over 5% of your visitors is colorblind..
    Tip 30
  • Conversion
    • Make sure visitor can contact you from anywhere
    Tip 31
  • Conversion
    • Use conventions / copy from the biggest!
    Tip 32
  • Conversion A/B testing issues
  • Conversion Always use: Multivariate testing Tip 33
  • Conversion
  • Conversion
    • Customer centric
  • Persuasion
    • The 4 dominant archetypes
    http://www.futurenowinc.com
  • Persuasion
    • Sales techniques
    http://www.mediamarkt.nl
  • Persuasion
    • 4 archetypes and their main question
    Why is your solution now the best solution for my problem? Why is your solution better than other solutions? Who has already used your solution to solve my problem? How can your solution fix my problem? Tip 34 http://www.futurenowinc.com
  • Conversion Tip 35 Optimize persuasion backwards
  • Conversion Competitive: show me your USP’s Tip 36
  • Conversion Competitive: sign up for notification Tip 37 http://images.appleinsider.com/push-090211-1.jpg
  • Conversion Spontaneous: give me an offer! Tip 38 Only today! http://homecourt.files.wordpress.com/2009/03/sale-header-1.jpg
  • Conversion Spontaneous: can you be trusted? Tip 39
  • Conversion Humanistic: who are you? Tip 40 http://www.overstock.com
  • Conversion Humanistic: recommendations Tip 41 http://www.profilesoft.com/SharedImages/ImgRecommendations.jpg
  • Conversion Methodical: Give me details Tip 42 http://www.overstock.com
  • Conversion Methodical: help me compare Tip 43 http://www.neckermann.nl
  • Agenda
    • What are the goals?
    • Functionality needs
    • Website structure
    • Web analytics
    • Usability
    • Persuasion
    • Best practice lessons
  • Lessons learned with testing Weekend and weekdays are different Tip 44
  • Lessons learned with testing Weekend and weekdays are different Tip 44
  • Lessons learned with testing
    • Don’t push your message
    -5% -37% Tip 45 http://www.getelastic.com
    • Is the watching eyes story true?
    Lessons learned with testing
    • It sure looks that way
    Lessons learned with testing Jorden Lentze, ABN AMRO E-channels Tip 46
    • Elements have interaction effects
    Lessons learned with testing Tip 47
    • Non clicked content can lift conversion
    Lessons learned with testing Tip 48 Reinout Wolfert, SNS Bank
  • Thank you for your attention
    • Questions?
    http://www.orangevalley.nl Subscribe to our RSS feed or our newsletter Tel: +31(0)30-8.200.200 Email: info@orangevalley.nl Tip 49 twitter.com/tonwesseling Tip 50