Hoe maak je van bezoekers van je webshop ook klanten van je webshop?

314 views
246 views

Published on

Presentatie op seminarie Comeos - mei 2014

Published in: Business, Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
314
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Hoe maak je van bezoekers van je webshop ook klanten van je webshop?

  1. 1. Anintroductiontopersuasivedesign&conversionmarketing.
  2. 2. Digital strategist @mvissers
  3. 3. 21,8 billion euro 365 million euro Bron: iab AdEx
  4. 4. 24,3 billion euro (+ 11,5%) 372 million euro (+ 2%) Bron: iab AdEx
  5. 5. Online marketing budgets are increasing
  6. 6. But what is the return on investment?
  7. 7. But…MEASURECONVERSION
  8. 8. EveryeurospentneedstogenerateROI
  9. 9. Conversion-marketing
  10. 10. 1. Responsive design 2. Usability 3. Brand experience 4. Persuasive design
  11. 11. 1. Responsive design 2. Usability 3. Brand experience 4. Persuasive design
  12. 12. 1. Responsive design 2. Usability 3. Brand experience 4. Persuasive design
  13. 13. http://slideshare.net/dings/persuasive-web-design-how-to-separate-users-from-their-bad-behaviours
  14. 14. It’s about the details
  15. 15. 1. Responsive design 2. Usability 3. Brand experience 4. Persuasive design
  16. 16. …how your customers want to buy them. Not the way you want to sell them.
  17. 17. Is more than a good connection between your ERP system and the Internet
  18. 18. 1. Responsive design 2. Usability 3. Brand experience 4. Persuasive design
  19. 19. Behavior = Motivation + Ability + Trigger
  20. 20. - Trust - Social proof - Authority - Scarcity - Context (framing) - Timing and focus
  21. 21. Expectations Delivery Clarity Feedback = Trust x x Source: The Trust Equation Model by Jack Ricchiuto
  22. 22. Persuasive design is nothing new…
  23. 23. +66%
  24. 24. Easytocollectdata
  25. 25. Persuasive design is used more than you think
  26. 26. (andhavelargebudgets)
  27. 27. Conversion-optimalisation & A/B testing
  28. 28. Conversion-optimalisation & A/B testing
  29. 29. Case-study
  30. 30. Andlaunchtheproject…
  31. 31. Andanalysehowthesiteperforms
  32. 32. Back to the drawing table!
  33. 33. 45% 15% 20% 5%
  34. 34. The real conversion happens on the flights-pages
  35. 35. 0,00% 2,00% 4,00% 6,00% 8,00% 10,00% 12,00% 14,00% conversion rate v2 v3 BOUNCE RATE - 28 %
  36. 36. Destination-pages
  37. 37. 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00% Bounce Rate v2 v3
  38. 38. Stay Tuned
  39. 39. Conclusion
  40. 40. Through continuous optimisation, conversion rates increased from 3 % - 4% to 12 % - 15 %
  41. 41. Or an average 139% increase relative to the same period the year before, with peaks to 280% and more.
  42. 42. forconversion-optimisationandpersuasivedesign
  43. 43. Website
  44. 44. CSS Open Source Cloud server Payments CMS DNS Load balancing Browsers HTML5 PHP Framework
  45. 45. Toachieveourgoal
  46. 46. 46th Ontheworldwide contributorsranking
  47. 47. Visitors
  48. 48. ButMEASURECONVERSION
  49. 49. The right tools
  50. 50. Everything is measurable every step, every purchase, every obstacle
  51. 51. Commonsensewillgoalongway
  52. 52. Comeos-20/05/2014 slideshare.net/mvissers facebook.com/intracto @intracto @mvissers www.intracto.com mathias.vissers@intracto.com

×