22. From field – well worth testing Testing uplift in CTR From: PriceMinister (100) From: Alexandra at Priceminister (135) From: Wanadoo (100) From: Caroline at Wanadoo (188)
24. Relevance comes from… Triggers, like registrations Understanding the customer’s life cycle Personalisation Following behavioural cues, like web browsing
25.
26. I Choose I Want I Buy I Become Aware I Use I Need I Enjoy Sony Welcome programme |23
27. Survey information said: Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc. Within the 2nd 30 days of ownership Digital Still Camera users are more likely to be interested in PRINTING their photos |24
38. Switch statements make relevance easy to achieve masthead contents Personalised intro Segment one: Customers –Here’s stuff about your local restaurant Switch statement delivers a relevant message to each group Cross-sell Segment two: Prospects – Here’s a generic offer Lead story #2 Member get member User generated content unsubscribe
44. Six principles of persuasion Consensus Authority Commitment / consistency Scarcity Likeability Reciprocation
45. What’s the value of a mint? No mints = control One mint with bill: tip rises 3.3% Two mints with bill: tip rises 14% One mint + personal mint: tip rises 23%
56. “We literally made the decision to go to sale on the Thursday morning, and by Friday lunchtime, it looked like we were on for the biggest single day in Howies history!” www.nonlineblogging.com |48
63. Get rid of half the words on each page, then get rid of half of what's left. Don't Make Me Think!: A Common Sense Approach to Web Usability Steve Krug, 2006
64. Body copy style – usability research “How people read on the web” - classic usability testing by Jakob Nielsen Same site written 4 different ways Each site then tested against basic usability principles |56
65. How people read on the web Results of usability research for Sun.com |57 Source: Neilsen/Morkes
66. Get rid of half the words... Source: Neilsen/Morkes |58
Last month social psycologist Robert Cialdini, author of the brilliant book Influence: The Psychology of Persuasion (of which a milion copies have already been sold) gave an
