Ton Wesseling online conversion strategy with 50 insightful tips

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

Client selection

Agenda What are the goals? Functionality needs Website structure Web analytics Usability Persuasion Best practice lessons

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

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/

Who’s your target audience?

Strategy How could you help them?

How could you help them?

Strategy Design based on information needs http://flickr.com/photos/sparkieg/ Tip 4

Design based on information needs

Strategy Create personas based on needs http://www.usability.gov/process.html Tip 5

Create personas based on needs

Strategy What are the functionalities needed?

What are the functionalities needed?

Strategy In what fase? http://www.futurenowinc.com

In what fase?

Strategy Landing pages based on needed functionality http://www.usability.gov/process.html Tip 6

Landing pages based on needed functionality

Strategy Dynamically build upon visitor click data http://blog.bridgelinesw.com/wp-content/uploads/2008/12/istock_000005486217small.jpg Tip 7

Dynamically build upon visitor click data

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

Design user goal scenarios

Agenda What are the goals? Functionality needs Website structure Web analytics Usability Persuasion Best practice lessons

What are the goals?

Functionality needs

Website structure

Web analytics

Usability

Persuasion

Best practice lessons

Conversion Don’t create reports, create insights! Tip 11

Don’t create reports, create insights!

Conversion Create trend dashboards with targets Tip 12

Create trend dashboards with targets

Conversion Always discuss data and findings Tip 13

Always discuss data and findings

Conversion Segment your data for why! Tip 14

Segment your data for why!

Conversion Where does your segmented visitor stop?

Where does your segmented visitor stop?

Qualitive tools to understand visiting reasons Conversion Tip 15

Qualitive tools to understand visiting reasons

Conversion Tip 16 Start optimizing the usability first

Conversion Usability & Accessibility

Usability & Accessibility

Redirect *.domain.tld subdomains! Conversion Tip 17

Redirect *.domain.tld subdomains!

Conversion Any browser! Tip 18

Any browser!

Always check broken links! Conversion Tip 19

Always check broken links!

A good 404 page… Conversion Tip 20

A good 404 page…

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

No account registration at check out

Give information about the things needed to complete the form

First step: ask for email and submit!

Conversion Inline validation at forms Tip 25

Inline validation at forms

Conversion Use progress indicators! Tip 26

Use progress indicators!

Conversion Optimized Print / Email / PDF routines Tip 27

Optimized Print / Email / PDF routines

Conversion Bookmarks: make it work! Tip 28

Bookmarks: make it work!

Conversion Use breadcrumbs! Tip 29

Use breadcrumbs!

Conversion Over 5% of your visitors is colorblind.. Tip 30

Over 5% of your visitors is colorblind..

Conversion Make sure visitor can contact you from anywhere Tip 31

Make sure visitor can contact you from anywhere

Conversion Use conventions / copy from the biggest! Tip 32

Use conventions / copy from the biggest!

Conversion A/B testing issues

Conversion Always use: Multivariate testing Tip 33

Conversion

Conversion Customer centric

Customer centric

Persuasion The 4 dominant archetypes http://www.futurenowinc.com

The 4 dominant archetypes

Persuasion Sales techniques http://www.mediamarkt.nl

Sales techniques

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

4 archetypes and their main question

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

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

Don’t push your message

Is the watching eyes story true? Lessons learned with testing

Is the watching eyes story true?

It sure looks that way Lessons learned with testing Jorden Lentze, ABN AMRO E-channels Tip 46

It sure looks that way

Elements have interaction effects Lessons learned with testing Tip 47

Elements have interaction effects

Non clicked content can lift conversion Lessons learned with testing Tip 48 Reinout Wolfert, SNS Bank

Non clicked content can lift conversion

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

Questions?