Dfc Final

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Keynote Andrew Chak Design for Conversion

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Dfc Final

  1. 1. Getting to the next click Andrew Chak
  2. 2. Goedenmorgen
  3. 3. Andrew Chak
  4. 4. Getting to the next click
  5. 5. How did I get here?
  6. 6. How can we accelerate decisions?
  7. 7. Arjan Haring?
  8. 8. Who is this guy?
  9. 9. Is he real?
  10. 10. I had to persuade myself…
  11. 11. Online stalking
  12. 12. Authority
  13. 13. Social Proof
  14. 14. Liking?
  15. 15. Reciprocation
  16. 16. Getting to the next click
  17. 17. 3 steps to help your users move forward
  18. 18. 1 Start with your users
  19. 19. Start with search » “Use an online search engine to help you find information on the Web” » Did you happen to do this yesterday? 60 50 40 30 20 10 0 Jan 02 Jun 03 Jun 04 Sep 05 Dec 05 Aug 06 Dec 06 Apr 08 Source: Pew Internet & American Life Project, August 2008
  20. 20. Start with what they’re looking for
  21. 21. The importance of online campaigns 1600 1400 1200 1000 800 600 400 200 0 Active campaign Not Active
  22. 22. Hydroderm » Depending on entry point, users will be presented with a unique landing page to maximize conversion
  23. 23. Start where your users are
  24. 24. Start where your users are
  25. 25. Start where your users are
  26. 26. What do users see? “I only see what I’m looking for”
  27. 27. There’s a world of difference between… Join the club to get your free sample Lorem ipsum onsectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. Get your free sample by joining the club Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.
  28. 28. Start with your users – Summary » Start with search » Start with what they’re looking for » Start where your users are » Start with who your users are
  29. 29. 2 Don’t sell, help them to buy
  30. 30. Help them find the basics
  31. 31. Help them find the basics
  32. 32. Help them find the basics
  33. 33. Help them choose
  34. 34. Help them choose
  35. 35. Influencing the choice… » Searching for “photo management” on a shareware site Description Date Editor’s Rating Downloads Actions FXFoto 4.0 - Popular Sep-06-2008 235,233 Buy now Organize, view, enhance, share, upload, and archive your photos using thumbnails and albums. CorrectPhoto 2.1 - Editor’s Choice Aug-07-2008 65,743 Download now Correct digital photo colors, crop, size, sharpen, and fix red eye. Acoustica Photos Forever 1.5 Jul-09-2008 12,456 Download now Correct digital photos and easily upload them to online photo albums. SharpCast Photos 3.4 - New! Jun-16-2008 25,678 Download now Update, manage, and share your photos on your PC, Free trial until mobile device, and the Web simultaneously. Sep-30-2008
  36. 36. Help them at their point of interest
  37. 37. Help them at their point of interest
  38. 38. Help them to evaluate choices
  39. 39. Help them to evaluate choices
  40. 40. Help them to evaluate choices
  41. 41. Help them to evaluate choices
  42. 42. Don’t sell, help them to buy – Summary » Help them find the basics » Help them choose » Help them find solutions » Help them at their point of interest » Help them to evaluate choices » Help them beyond the product
  43. 43. Don’t sell, help them to buy – Summary » Help them with useful tools » Help them to see the benefit » Help them to see the result » Help them to find the details » Help them by being credible » Help them by being complete
  44. 44. 3 Remove the barriers
  45. 45. Remove upfront registration Tool Tool Tool Registration description use results Tool Tool Tool Tool results Registration results description use (partial) (full)
  46. 46. Remove uneducated choices
  47. 47. Remove uneducated choices
  48. 48. Add persuasion elements Subscribe to our e-mail newsletter Please provide us with your e-mail “One of the most informative address to subscribe to our newsletter. and well-researched newsletters for parents.” Preview the latest newsletter. Dr. Phil McGraw Over 20,000 subscribers! E-mail address: Privacy policy. Subscribe
  49. 49. Remove the barriers – Summary » Remove upfront registration » Remove all unnecessary fields » Remove any disconnects » Remove uneducated choices » Add persuasion elements
  50. 50. Case Studies
  51. 51. Case Study: Career Community IKKI » Key component is driving members back to the site » Key point of interest is other users who are in a similar situation or are people that you know » What pulls you back to a social networking site?
  52. 52. Case Study: OHRA » “If it is good for the customer, it is good for OHRA” » How do you demonstrate that you’re starting where users are? » How do you prove that you do things that are good for customers?
  53. 53. Case Study: Routenet » “Users only see what they’re looking for.” » In what way can we ask users to identify what they’re interested in such that we serve them promotions that are relevant?
  54. 54. Case Study: Centraal Beheer Achmea » How can we leverage the traffic of the hyves gadget? » Not all traffic is good » How can we modify the hyves gadget to attract the user who has a health insurance need?
  55. 55. Case Study: KPNvandaag » What elements of self-service can you integrate on this portal such that users would choose to default to this? » How do you introduce marketing messages without being intrusive?
  56. 56. So remember… 1 Start with your users 2 Don’t sell, help them to buy 3 Remove the barriers
  57. 57. Dank U wel andrewchak@rogers.com

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