More Related Content Similar to Conversion rate optimization roadmap (20) More from Online Dialogue (20) Conversion rate optimization roadmap1. Meer rendement uit online bezoekers
Utrecht, April 28th 2010, 13:30
Strategy, Roadmap, Design and Optimization
of customer dialogues
2. Index
A customer dialogue
The dialogue model
Current online dialogues
Conversion optimization roadmap
3. Build up groups of customer profiles
segmented on their behavioral influencers
and collect the knowledge of
how to communicate with them
17. Company
goals
€€€
Customer
goals
Company
Prospect
/
client
Behavior
Behavior
Mul9
Mul9
Mul9‐
purpose
phase
channel
theory © http://onlinedialogue.com
icons © http://dryicons.com
Tuning the conversation
18. Company
goals
€€€
Customer
goals
Company
Prospect
/
client
Management
Knowledge
Behavior
Behavior
Employees
ACtude
Mul9
Mul9
Mul9‐
Personality
Tools
purpose
phase
channel
Internal
Methodologies
Mood
influencers
Internal
Internal
Focus
/
scope
influencers
Context
influencers
External
influencers
Compe9tors
Media
Social
environment
theory © http://onlinedialogue.com
icons © http://dryicons.com
Based on internal and external influencers
19. Become a winner
through analyzing (historical) behaviour
and tuning the conversation
21. Structuring
A) Analysis
B) Roadmap
&
Dashboard
-
Conversion
op9miza9on
1) Mass
2) Segments
3) Dynamic
4) 1‐on‐1
23. Organisa(onal
maturity
Management
4
3
Objec9ves
2
Employees
1
0
Goals
Tools
Methodology
A.1) Organisational analysis
26. Structuring
A) Analysis
B) Roadmap
&
Dashboard
-
Conversion
op9miza9on
1) Mass
2) Segments
3) Dynamic
4) 1‐on‐1
28. Conversion
op(miza(on
roadmap
Management
Goals
4
4
3
Effort-gain Context
3
Knowledge
Objec9ves
2
Employees
2
1
1
0
0
Goals
Tools
Mood
ACtude
Methodology
Personality
B1) Optimization roadmap
29. Lag
dimensions
Financial
goals
3)
To
reach
their
targets
Customer
goals
Lead
dimensions
2)
Have
online
(cross‐
Organisa9e
Organisa9e
channel)
dialogues
Acquisition / sales dialogue Retention dialogue
Organisa9on
Client
/
prospect
1)
Organisa9on
and
client
/
prospect
B2) Dashboard theory
45. In 15 years
We grew from a
Push web publication to a
Rich user internet…
… but still pushed web publication
46. Company
goals
€€€
Customer
goals
Company
Prospect
/
client
Management
Knowledge
Behavior
Behavior
Employees
ACtude
Mul9
Mul9
Mul9‐
Personality
Tools
purpose
phase
channel
Internal
Methodologies
Mood
influencers
Internal
Internal
Focus
/
scope
influencers
Context
influencers
External
influencers
Compe9tors
Media
Social
environment
theory © http://onlinedialogue.com
icons © http://dryicons.com
Every visitor has a different need!
47. 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
56. Where did the visitor click on?
Where did the visitor search for?
Where did the visit stop?
Why did the visit stop?
57. 1)
Mass
Webanalytics Dissatisfiers - satisfiers Feedback / Why
What
Why
Effort
Wish
Show shipping rates up To reduce funnel drop out becuase 4
7
front
of late shown rates
Show more pictures of Visitor wants to see every side of 6
5
product
the product
Show clear visual proof of Visitors canʼt see the current 2
6
shopping cart addings
feedback clearly
Skip obligated login
Not everyone wants an account
7
10
........
.........
...
...
62. Try to find out why your prospect
is NOT buying your product
64. Hypot
hesis
Alternative
Optimization process
70. 3)
Dynamic
CMS control Targeting Behavior insights
To know why visitors show certain behavior
73. Hypot
hesis
Alternative
Optimization process
75. Build up groups of customer profiles
segmented on their behavior
and collect the knowledge of
how to communicate with them
80. 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
81. Conversion
op(miza(on
roadmap
Management
Goals
4
4
3
Effort-gain Context
3
Knowledge
Objec9ves
2
Employees
2
1
1
0
0
Goals
Tools
Mood
ACtude
Methodology
Personality
Organization maturity & CRM knowledge
83. Invite us for a business talk:
www.onlinedialogue.nl
info@onlinedialogue.nl
Tel: +3130 4100 170
@onlinedialogue
@tonwesseling
@barts