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Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
Conversion Optimization Roadmap - Online Dialogue
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Conversion Optimization Roadmap - Online Dialogue

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Keynote from Online Tuesday on February 9th 2010, Amsterdam by Bart Schutz (@barts) and Ton Wesseling (@tonwesseling) from Online Dialogue (@onlinedialogue).

Keynote from Online Tuesday on February 9th 2010, Amsterdam by Bart Schutz (@barts) and Ton Wesseling (@tonwesseling) from Online Dialogue (@onlinedialogue).

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  • 1. “Conversion optimization” February 9th 2010, 19:30 Strategy, design, development and optimization of customer dialogues
  • 2. Index A customer dialogue The dialogue model Current online dialogues Conversion optimization roadmap
  • 3. The local bakery store
  • 4. Still sells like we did 300 years ago 26/60
  • 5. 5 million years ago We started communicating 35/60
  • 6. 400.000 years ago 35/60
  • 7. 555 years ago 35/60
  • 8. 100 years ago 35/60
  • 9. 80 years ago 35/60
  • 10. From 1 to many Masscommunication 28/60
  • 11. The Web 1-on-1 connections dialogues 32/60
  • 12. Everyone is connected 37/60
  • 13. The web is like a small village… 36/60
  • 14. Dialogues…
  • 15. 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
  • 16. 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
  • 17. Become a winner through analyzing (historical) behaviour and tuning the conversation
  • 18. 1996
  • 19. 2003
  • 20. 2010
  • 21. 1999
  • 22. 2002
  • 23. 2005
  • 24. 2010
  • 25. 1997
  • 26. 2003
  • 27. 2010
  • 28. 1996
  • 29. 2004
  • 30. 2010
  • 31. 2001
  • 32. 2010
  • 33. In 15 years We grew from a Push web publication to a Rich user internet… … but still pushed web publication
  • 34. logic slow fast emotion picture ©http://www.keirsey.com/ Main psychological behavior profiles
  • 35. 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
  • 36. We need to do more with the data
  • 37. What data? picture ©http://www.kaushik.net
  • 38. Webanalytics & CRM data
  • 39. All weʼve got is just a tool? 40
  • 40. Which reports about KPIʼs & trends 41
  • 41. Why? 42
  • 42. Does it generate actionable insights? 43
  • 43. What is the (micro)goal of the dialogue? 44
  • 44. Do you give answers to visitor questions? 45
  • 45. Report on goals, funnels and (micro)conversions 46
  • 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
  • 47. Dialogue mapping Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Behavior
 Behavior
 Mul9
 Mul9
 Mul9‐
 purpose

 phase
 channel
 1
  • 48. What does the visitor click on? Where did the visitor search for? Where did the visit stop? Why did the visit stop?
  • 49. User session replays (Clicktale) 50
  • 50. Form analysis (Clicktale) 51
  • 51. Feedback analytics (Kampyle.com) 52
  • 52. Talk with your customer! 53
  • 53. Conversion optimization roadmap 2 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
  • 54. Mass optimization 2
  • 55. Try to find out why your prospect is NOT buying your product
  • 56. Take away the unique NON buying reasons
  • 57. Competitive and social intelligence (Radian6) 58
  • 58. Competitive and social intelligence (free) 59
  • 59. User surveys (Surveymonkey) 60
  • 60. User testing (Usabilla) 61
  • 61. Eyetracking study by Stefan Wobben, Concept7 Conventions – just 1 out of hundreds 62
  • 62. Jorden Lentze, ABN AMRO E-channels Yes it works… 63
  • 63. Conversion optimization roadmap 3 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
  • 64. Targeted content 3
  • 65. Just an old test… Results +27.8% [15.0% : 40.7%] Control Best
  • 66. The insights… Monday 67
  • 67. The insights… Saturday 68
  • 68. Behavioral targeting variables © http://www.omniture.com
  • 69. Look outside your window People read and write! 70
  • 70. Now you need this…?
  • 71. Or? The webmasters can do it for free! (BTBuckets)
  • 72. Conversion optimization roadmap 4 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
  • 73. Prospect
/
client
 Hypothesis Knowledge
 ACtude
 Personality
 Internal
 Internal

 influencers
 Context
 influencers
 Analyze Test Structured testing Test your teams thoughts and learn!
  • 74. Dialogue optimization 4
  • 75. Profiles Behavioral data 4
  • 76. Build up groups of customer profiles segmented on their behavior and collect the knowledge of how to communicate with them
  • 77. Free segmented testing… The webmaster does! (BTBuckets)
  • 78. And if you donʼt get HTML code….
  • 79. Your toolbox… …will be able to do this someday soon
  • 80. 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!
  • 81. 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
  • 82. Just like him…
  • 83. Invite us for a business talk: www.onlinedialogue.nl info@onlinedialogue.nl Tel: +3130 4100 170 @onlinedialogue @tonwesseling @barts

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