Conversion Optimization Roadmap - Online Dialogue

“Conversion optimization” February 9th 2010, 19:30 Strategy, design, development and optimization of customer dialogues

Index A customer dialogue The dialogue model Current online dialogues Conversion optimization roadmap

The local bakery store

Still sells like we did 300 years ago 26/60

5 million years ago We started communicating 35/60

400.000 years ago 35/60

555 years ago 35/60

100 years ago 35/60

80 years ago 35/60

From 1 to many Masscommunication 28/60

The Web 1-on-1 connections dialogues 32/60

Everyone is connected 37/60

The web is like a small village… 36/60

Dialogues…

Company goals  €€€           Customer goals  Company  Prospect / client  Behavior  Behavior  Mul9  Mul9  Mul9‐  purpose   phase  channel  theory © http://onlinedialogue.com icons © http://dryicons.com Targets & happiness Tuning the conversation

Company goals  €€€           Customer goals  Company  Prospect / client  Behavior  Behavior  Knowledge  Mul9  Mul9  Mul9‐  ACtude  purpose   phase  channel  Personality  Internal  Internal   influencers  Context  influencers  External influencers  Compe9tors  Media  Social environment  theory © http://onlinedialogue.com icons © http://dryicons.com All you see is behavior Caused by 4 internal and 3 external influencers

Become a winner through analyzing (historical) behaviour and tuning the conversation

In 15 years We grew from a Push web publication to a Rich user internet… … but still pushed web publication

logic slow fast emotion picture ©http://www.keirsey.com/ Main psychological behavior proﬁles

Donʼt use the same sign up form Introduction page Product page A  X  Sign up page A Sign up page A2 for every single visitor

We need to do more with the data

What data? picture ©http://www.kaushik.net

Webanalytics & CRM data

All weʼve got is just a tool? 40

Which reports about KPIʼs & trends 41

Why? 42

Does it generate actionable insights? 43

What is the (micro)goal of the dialogue? 44

Do you give answers to visitor questions? 45

Report on goals, funnels and (micro)conversions 46

Conversion optimization roadmap 1 Dialogue •  Web analytics mapping •  User Feedback Mass •  Usability conventions optimization •  Funnel optimization Targeted •  Historical data content •  Business rules Dialogue •  Persuasion optimization •  Hypothesis testing theory © http://onlinedialogue.com

Dialogue mapping Company goals  €€€           Customer goals  Company  Prospect / client  Behavior  Behavior  Mul9  Mul9  Mul9‐  purpose   phase  channel  1

What does the visitor click on? Where did the visitor search for? Where did the visit stop? Why did the visit stop?

User session replays (Clicktale) 50

Form analysis (Clicktale) 51

Feedback analytics (Kampyle.com) 52

Talk with your customer! 53

Mass optimization 2

Try to ﬁnd out why your prospect is NOT buying your product

Take away the unique NON buying reasons

Competitive and social intelligence (Radian6) 58

Competitive and social intelligence (free) 59

User surveys (Surveymonkey) 60

User testing (Usabilla) 61

Eyetracking study by Stefan Wobben, Concept7 Conventions – just 1 out of hundreds 62

Jorden Lentze, ABN AMRO E-channels Yes it works… 63

Targeted content 3

Just an old test… Results +27.8% [15.0% : 40.7%] Control Best

The insights… Monday 67

The insights… Saturday 68

Look outside your window People read and write! 70

Now you need this…?

Or? The webmasters can do it for free! (BTBuckets)

Prospect / client  Hypothesis Knowledge  ACtude  Personality  Internal  Internal   inﬂuencers  Context  inﬂuencers  Analyze Test Structured testing Test your teams thoughts and learn!

Dialogue optimization 4

Proﬁles Behavioral data 4

Build up groups of customer proﬁles segmented on their behavior and collect the knowledge of how to communicate with them

Free segmented testing… The webmaster does! (BTBuckets)

And if you donʼt get HTML code….

Your toolbox… …will be able to do this someday soon

Conversion optimization roadmap Dialogue •  Web analytics mapping •  User Feedback Mass •  Usability conventions optimization •  Funnel optimization Targeted •  Historical data content •  Business rules Dialogue •  Persuasion optimization •  Hypothesis testing theory © http://onlinedialogue.com Start structured optimizing now!

Donʼt use the same sign up form Introduction page Product page A  X  Sign up page A Sign up page A2 for every single visitor

Just like him…

Invite us for a business talk: www.onlinedialogue.nl info@onlinedialogue.nl Tel: +3130 4100 170 @onlinedialogue @tonwesseling @barts

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Conversion Optimization Roadmap - Online Dialogue

by Online Dialogue on Feb 10, 2010

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Conversion Optimization Roadmap - Online Dialogue — Presentation Transcript