Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize
 

Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize

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Slides from the Ton Wesseling keynote at Conversion Jam #3, Stockholm, Sweden. September 10th 2013. Dialogue optimization, Fact & Act, test results

Slides from the Ton Wesseling keynote at Conversion Jam #3, Stockholm, Sweden. September 10th 2013. Dialogue optimization, Fact & Act, test results

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Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize Presentation Transcript

  • O N L I N E DI A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y C o n v e r s i o n J a m # 3 2 0 1 3 / 0 9 / 1 0 , S t o c k h o l m , S w e d e n Optimize
  • 1.  Dialogue optimization 2.  FACT & ACT 3.  Test results To n W e s s e l i n g C h i e f O p t i m i z a t i o n O f fi c e r O n l i n e D i a l o g u e Optimize
  • @tonw | @onlinedialogue http://ondi.me/cjam3 U n i v é : t o p 3 c a r i n s u r a n c e i n t h e N e t h e r l a n d s S t a r t c a s e s +23% sales
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Va n d e r Va l k H o t e l s (l a r g e D u t c h h o t e l c h a i n) S t a r t c a s e s +14% sales
  • @tonw | @onlinedialogue http://ondi.me/cjam3 O n l i ne D i a l o g u e w e b s i t e : C o n v e r s i o n S u m m i t l a n d i n g p a g e S t a r t c a s e s +29% interactions
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Välkommen Tack för kommande
  • @tonw | @onlinedialogue http://ondi.me/cjam3
  • @tonw | @onlinedialogue http://ondi.me/cjam3
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Du har några välkända företag
  • @tonw | @onlinedialogue http://ondi.me/cjam3
  • @tonw | @onlinedialogue http://ondi.me/cjam3
  • @tonw | @onlinedialogue http://ondi.me/cjam3
  • @tonw | @onlinedialogue http://ondi.me/cjam3 L o t s o f s a l e s p e o p l e
  • @tonw | @onlinedialogue http://ondi.me/cjam3 B e i n g t r a i n e d
  • @tonw | @onlinedialogue http://ondi.me/cjam3 To i m p ro v e s a l e s
  • @tonw | @onlinedialogue http://ondi.me/cjam3 L e a r n i n g f ro m e v e r y c o n v e r s a t i o n A n d o p t i m i z i n g f o r t h e n e x t o n e
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Athletics DJ Online Company optimization junky
  • @tonw | @onlinedialogue http://ondi.me/cjam3
  • @tonw | @onlinedialogue http://ondi.me/cjam3 W h a t I w a t c h e d i n s t e a d o f T V
  • @tonw | @onlinedialogue http://ondi.me/cjam3 W h a t i t h e l p e d m e t o d o
  • @tonw | @onlinedialogue http://ondi.me/cjam3 D e m i n g
  • @tonw | @onlinedialogue http://ondi.me/cjam3 A n d h i s Q u a l i t y C i rc l e
  • @tonw | @onlinedialogue http://ondi.me/cjam3 F o c u s o n q u a l i t y
  • @tonw | @onlinedialogue http://ondi.me/cjam3 B i l l M u r r a y – G ro u n d h o g D a y
  • @tonw | @onlinedialogue http://ondi.me/cjam3 B i l l i s d o i n g i t – t h e u l t i m a t e w a y
  • @tonw | @onlinedialogue http://ondi.me/cjam3 T h e y c a n ’t l e a r n l i k e t h a t
  • @tonw | @onlinedialogue http://ondi.me/cjam3 A l i v e l o n g A / B - t e s t – o n l i n e y o u c a n! Winner!! Variation B! Variation A! Default!
  • @tonw | @onlinedialogue http://ondi.me/cjam3 I s t a r t e d w i t h s o m e s m a l l c h a n g e s … A n d i t w o r k e d l e s s a n d l e s s. .
  • @tonw | @onlinedialogue http://ondi.me/cjam3 O n w i t h t h e “D r a m a t i c c h a n g e s ” B u t … W h y d i d t h e w i n n e r w i n ?
  • @tonw | @onlinedialogue http://ondi.me/cjam3 H o w d o e s B i l l fi n a l l y w i n A n d i e? F ro m r a t i o t o e m o t i o n
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Why is your visitor here?
  • @tonw | @onlinedialogue http://ondi.me/cjam3 How can you help your visitor to fullfil his needs?
  • @tonw | @onlinedialogue http://ondi.me/cjam3 I t ’s n o t a b o u t c o n v e r s i o n o p t i m i z a t i o n A n d t o k n o w w h i c h p e r s u a s i o n t e c h n i q u e s w o r k i n w h a t s i t u a t i o n I t ’s a b o u t l e a r n i n g h o w t o s e r v e y o u r v i s i t o r s!
  • @tonw | @onlinedialogue http://ondi.me/cjam3 H e re ’s t h e t r a i n i n g p ro g r a m o n t h a t!
  • @tonw | @onlinedialogue http://ondi.me/cjam3 H o w t o l e a r n t o m a s t e r t h e O n l i n e D i a l o g u e F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Find  
  • @tonw | @onlinedialogue http://ondi.me/cjam3 L e t ’s s t a r t : F i l t e r & A n a l y z e F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • @tonw | @onlinedialogue http://ondi.me/cjam3 F re o . n l: m o re l i f t i n l o a n a p p l i c a t i o n s Fi l t e r & An a l y z e +14% applications
  • @tonw | @onlinedialogue http://ondi.me/cjam3 M o n e Yo u . n l: u p l i f t i n n e w s a v i n g a c c o u n t s Fi l t e r & An a l y z e +23% accounts
  • @tonw | @onlinedialogue http://ondi.me/cjam3 An a l y t i c s d e m a n d Number of analysts Demand
  • @tonw | @onlinedialogue http://ondi.me/cjam3 H o w t o fi n d a g o o d a n a l y s t? To u r i s t i n S t o c k h o l m
  • @tonw | @onlinedialogue http://ondi.me/cjam3 D o i n g t h e b o a t t r i p You d o n ’t l i k e t h e E u ro ?
  • @tonw | @onlinedialogue http://ondi.me/cjam3 D a m n, n o g o o d i n t e r n e t c o n n e c t i o n, I n e e d 3 G T h e o b v i o u s
  • @tonw | @onlinedialogue http://ondi.me/cjam3 L a s t n i g h t G re a t p r i c e i d e a, o r j u s t a j o k e ?
  • @tonw | @onlinedialogue http://ondi.me/cjam3 A n d h e y W h y i s n u m b e r 6 i n E n g l i s h ?
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Fre o . n l: s u r v e y t o u n d e r s t a n d v i s i t o r n e e d s Fi l t e r & An a l y z e Significant more applications Survey invitation vs. no survey invitation winner
  • @tonw | @onlinedialogue http://ondi.me/cjam3 A n d n o w : C re a t e & Te s t F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Dr ata Driven Data Driven Data Driven Data Driven Data Driven Data Data Driven Data Drive Data D Data Driven Data Driven @ To n W Data Driven
  • rsuasion Psychologist @ B a r t S Persuasion Psychologist Persuasion Psychologist Persuasion Psycholog Persuasion Psycholo Persuasion Psychologist on Psychologist Psychologist PersuasioPsychologist Persuasion Ps Persuasion Psyc suasion Psychologist Psychologist
  • Data Driven Persuasion Psychology = CRO Magic +
  • w w w. W h e e l o f P e r s u a s i o n . c o m
  • @tonw | @onlinedialogue http://ondi.me/cjam3 w w w. W h e e l o f P e r s u a s i o n . c o m T h e W h e e l o f P e r s u a s i o n @barts | @tonw | @onlinedialogue http://ondi.me/chicago Temporary Access Code: “dido” (valid until Thursday)
  • @tonw | @onlinedialogue http://ondi.me/cjam3 A u t o n o m y" Va n d e r Va l k c o n v e r s i o n l i f t Cre a t e & Te s t Autonomy:  “Let  your  customer  think  he’s  free  in  his  choices”   +25% sales
  • @tonw | @onlinedialogue http://ondi.me/cjam3 B u t. . s a m e t e s t " Va k a n t i e v e i l i ng e n . n l ( D u t c h t r a v e l a u c t i o n w e b s i t e ) C re a t e & Te s t Urgency:  “When  we’re  in  a  hurry,  we  love  to  be  guided”   Significant more submits, but.. Less registrations
  • @tonw | @onlinedialogue http://ondi.me/cjam3 C h o i c e P a r a d o x " M o ne Yo u C a l l - t o - Ac t i o n t e s t o n p ro d u c t d e t a i l p a g e C re a t e & Te s t Choice  Paradox:  “We  love  a  few,  but  not  to  many  op@ons”   +16% accounts + 2 5 4 % c l i c k s ( o n C TA a r e a )
  • @tonw | @onlinedialogue http://ondi.me/cjam3 R e s p o n s e e f fi c a c y" K r a s . n l t r a v e l b o o k i n g f o r m s a l e s u p l i f t C re a t e & Te s t Response  efficacy:  “We’re  more  likely  to  act  when  we  believe  it  will  actually  have  the  desired  effect”   +18% sales
  • @tonw | @onlinedialogue http://ondi.me/cjam3 A m b i g u i t y a v e r s i o n " F re o . n l : m o re a p p l i c a t i o n s f ro m t h e a p p l i c a t i o n f o r m C re a t e & Te s t Ambiguity  Aversion:  “We  prefer  op@ons  that  are   certain”   +10% applications
  • @tonw | @onlinedialogue http://ondi.me/cjam3 V i s u e l c u e : " H o t e l Sc h i p h o l – a i r p or t h o t e l h o m e p a g e – s c ro l l p ro m o t i o n C re a t e & Te s t Visual  Cueing:  “Our  aCen@on  is  very  easily  influenced”   -23% bouncerate + significant sales
  • @tonw | @onlinedialogue http://ondi.me/cjam3 C o n c e p t u a l C o n t r a s t : " On l i n e Op t i m i z e r s . e u An a l y t i c s & C o n v e r s i o n – j o b p o s t i n g s C re a t e & Te s t Ugly  Brother:  “The  way  things  are  stated  or  portrayed,  highly  influences  our  choices”   Almost everyone chooses the maximum package
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Te s t d o n e ? A n a l y z e ! F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • @tonw | @onlinedialogue http://ondi.me/cjam3 K r a s . n l f ro m mo s t s o l d t o a l a s t m i n u t e l i s t " (s a m e p ro d u c t s i n t h e l i s t ) A n a l y z e +58% conversions B u t n o s i g n i fi c a n t t u r n o v e r d i ff e r e n c e
  • @tonw | @onlinedialogue http://ondi.me/cjam3 B a nk i n g : w h a t i s y o u r i n t e re s t r a t e p o s i t i o n? A n a l y z e Winner when number 1 Winner when not number 1
  • @tonw | @onlinedialogue http://ondi.me/cjam3 P ro d uc t p a g e s : C TA c o l o r ? A n a l y z e Monday winner Saturday winner
  • @tonw | @onlinedialogue http://ondi.me/cjam3 K r a s . n l: n e w & re t u r n i n g v i s i t o r d i ff e re n c e s" C at e g o r y ov e r v i e w p a g e – w h i c h o n e h a s m o re c o n v e r s i o n s? A n a l y z e Returning visitor winner New visitor winner
  • @tonw | @onlinedialogue http://ondi.me/cjam3 E s s e n t B e l g i u m: l a n d i n g p a g e t e s t " W i t h o r w i t h o u t s o c i a l b u t t o n s m o re l e a d s? A n a l y z e Returning visitor winner New visitor winner
  • @tonw | @onlinedialogue http://ondi.me/cjam3 C o m b i n e & Te l l F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  • @tonw | @onlinedialogue http://ondi.me/cjam3 C R O b e c o m e s C u s t o m e r I n t e l l i g e n c e C o m b i n e & Te l l @barts | @tonw | @onlinedialogue http://ondi.me/chicago Conversion)Op,miza,on) Market'Research'
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Te l e g r a a f . n l: b i g g e s t D u t c h n e w s p a p e r" fir s t c o o k i e c o n c e p t : a l m o s t 1 0 0 % o p t - i n C o m b i n e & Te l l
  • @tonw | @onlinedialogue http://ondi.me/cjam3 Te l e g r a a f . n l: b i g g e s t D u t c h n e w s p a p e r" fir s t c o o k i e c o n c e p t : a l m o s t 1 0 0 % o p t - i n C o m b i n e & Te l l
  • @tonw | @onlinedialogue http://ondi.me/cjam3 B a s e o n c u s t o m e r i n t e l l i g e n c e: " w e l o v e d t o b e c h a l l e n g e d C o m b i n e & Te l l We won J
  • @tonw | @onlinedialogue http://ondi.me/cjam3 E v e r g ro w i ng o u r c u s t o m e r k n o w l e d g e 3 y e a r s o f b e i n g a p a r t n e r
  • @tonw | @onlinedialogue http://ondi.me/cjam3 I t ’s n o t a b o u t c o n v e r s i o n o p t i m i z a t i o n A n d t o k n o w w h i c h p e r s u a s i o n t e c h n i q u e s w o r k i n w h a t s i t u a t i o n I t ’s a b o u t l e a r n i n g h o w t o s e r v e y o u r v i s i t o r s!
  • @tonw | @onlinedialogue http://ondi.me/cjam3 S o y o u w i l l e v e n t u a l l y w i n L i k e B i l l 
  • @tonw | @onlinedialogue http://ondi.me/cjam3 An d y o u r o n l i n e t e a m w i l l e v e n o u t p e r f o r m t h e l o c a l s a l e s h e ro !
  • @tonw | @onlinedialogue http://ondi.me/cjam3 T h a n k s f o r l i s t e n i n g S e e y o u n e x t y e a r @tonw OnlineDialogue.com OnlineOptimizers.eu