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Conversion Summit 2012 keynote

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Bart Schutz and Ton Wesseling from Online Dialogue closing keynote at Conversion Summit Frankfurt, Germany on September 6th 2012. …

Bart Schutz and Ton Wesseling from Online Dialogue closing keynote at Conversion Summit Frankfurt, Germany on September 6th 2012.

Links @ http://ondi.me/cs12

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  • 1. Slide bakery store! #cs12  
  • 2. You just saw an offline dialogue! Your  offer   Visitor  needs   €€€                     Company  needs   Customer   You   Mul:   Mul:   Mul:-­‐   purpose     phase   channel   Compe:tors   Media   Social   icons © http://dryicons.com theory © http://onlinedialogue.com
  • 3. Online we can only see behavior! Your  offer   Visitor  needs   €€€                     Company  needs   Percep:on   Customer   You   Emo:on   Applica:on   Behavior   Ra:o   Mul:   Mul:   Mul:-­‐   Internal     purpose     phase   channel   Needs   influencers   Memory   Compe:tors   Media   Social   icons © http://dryicons.com theory © http://onlinedialogue.com Complex isnʼt it?!
  • 4. Slide bakery store!Many, many, many years of experience! in (non) verbal communication!
  • 5. The bakery shop against the web! Unlimited  customers   Low  Quality   High  Quality   Dialogues   Dialogues   No  customers   Quantity vs. quality!
  • 6. Dialogue quality improvement! Leads to results!
  • 7. Web addict! Marketing! Geek!Analytics! Entrepreneur! Sales! Consultant! Blogger! About me!
  • 8. I joined the web 16 years ago! To create things!
  • 9. The log file business! Looking for insights!
  • 10. To end those long meetings  
  • 11. What should we do?   this   that  
  • 12. Very though IT stuff! Inflexible toolkit!
  • 13. Yes!!
  • 14. Your toolkit is fully equiped!!
  • 15. We can measure and improve! Your  offer   Visitor  needs   €€€                     Company  needs   Knowledge   Customer   You   AOtude   Applica:on   Behavior   Personality   Mul:   Mul:   Mul:-­‐   Internal     purpose     phase   channel   Profile   influencers   Context   Compe:tors   Media   Social   icons © http://dryicons.com theory © http://onlinedialogue.com
  • 16. 5 Main Dialogue fields! Your  offer   Offer! Visitor  needs   €€€                     Company  needs   Knowledge   Customer   You   AOtude   Applica:on   Behavior   Personality   Customer! Dialogue! You! Mul:   Mul:   Mul:-­‐   Internal     purpose     phase   channel   Profile   influencers   Context   Compe:tors   Media   Social   Enviroment! icons © http://dryicons.com theory © http://onlinedialogue.com
  • 17. Going and going and going! Continious optimization!
  • 18. And those tools are?! ondi.me/cs12!
  • 19. Use a tool where you want it! Qubit Opentag: targeted tag management!
  • 20. Multitasking!Qubit Opentag: targeted tag management!
  • 21. Follow a user session! Google Analytics: visitor flow report!
  • 22. Google Analytics: visitor flow report! See behavior from people you donʼt serve!
  • 23. See a user session! Clicktale.com: mouse & keyboard behavior!
  • 24. Replay every conversation you had!Clicktale.com: mouse & keyboard behavior!
  • 25. User happiness feedback! 4qsurvey.com: answers injected in analytics!
  • 26. Did you like my bread?!4qsurvey.com: answers injected in analytics!
  • 27. Product review API!Yelp: what do they think about whatever product?!
  • 28. What kind of products should I sell? !Yelp: what do they think about whatever product?!
  • 29. Target based on historic profile! Personyze.com: every detail you can think of!!
  • 30. I remember you!Personyze.com: every detail you can think of!!
  • 31. How much engaged is someone?! Facebook.com: your identity provider!
  • 32. I know who you are!Facebook.com: your identity provider!
  • 33. Competitive intelligence API! Mozenda.com: website info to database!
  • 34. Mozenda.com: website info to database!
  • 35. I know your options!Mozenda.com: website info to database!
  • 36. Social Environment API! Topsy.com: most shared URLʼs!
  • 37. Topsy.com: most shared URLʼs! I know whatʼs hot!
  • 38. On the fly landing page creation! Unbounce.com: instant landing pages!
  • 39. I open up new opportunities fast!Unbounce.com: instant landing pages!
  • 40. Drag and drop AB testing! Visualwebsiteoptimizer.com: change with a click!
  • 41. I can refurniture my store in a minute! Visualwebsiteoptimizer.com: change with a click!
  • 42. All the tools are in place! User flows! Feedback! User sessions! Reviews! Tag management! CRM targeting! Content Social identity! platforms! Drag and drop! Scraping! Aggregating! To be fast and flexible, to analyse and optimize!
  • 43. This is Bart!@BartS    |    @ePersuasion  
  • 44. Perception!1.  Hyper  efficiënt  informa:on  processing:   •  11.000.000  pieces  of  informa:e  /  second   •  40  reach  your  clients  consciousness  
  • 45. Perception   n:   Per cepo ng  you   thi st   every erceived,     Almo ill  be  p cious ly   n   w ns desig bly  not  co a b u t  prob
  • 46. Perception  2.  Highly  interpre:ve  
  • 47. How wonderful is our ratio… really?! Low  capacity:  Maximum  of  3  -­‐  5  pieces  of   informa:on   Unreliable:  (lying  brain)   Rao:   n  by  a     Get ’s  beate   1€  calculator Rao:    alibi’s   It ’s  all  about
  • 48. Evolution of ratio! The  first  brain  structure   •  +/-­‐  500  million  years  ago  
  • 49. 200.000  years  ago  
  • 50. 24:00:00  versus  00:00:30  
  • 51. How  wonderful  are  our  emoons…   •  Essenal:     –  No  emo:on,  no  decision   –  Emo:on  first,  ra:o  later   •  Unrestricted   –  Best  at  solving  complex  tasks   •  Associave  
  • 52. And  how  important?   cons Decision subc ist  for  9 s   o n sc 5 ious %  out  o brain ,  e f    proc mo:ona esse l   s  
  • 53. Persuasion techniques!
  • 54. Persuasion techniques! Categorized!
  • 55. The wheel of persuasion!
  • 56. The wheel of persuasion!
  • 57. How to use examples! ondi.me/cs12!
  • 58. Autonomy!
  • 59. Autonomy! :   nomy ink  he’s   Auto er  th om u r  cust s  choices   Let  yo ee  in  hi fr
  • 60. Self-efficacy!
  • 61. Self-efficacy! y:   fficac mers   Self-­‐e  custo ur   an ce  yo mpetence Enh g  of  co feelin
  • 62. Self-efficacy! Page with “My Booking”!
  • 63. Self-efficacy! With “My Booking”! Without “My Booking”!
  • 64. Gaze Cueing!
  • 65. Gaze Distraction! con:   Facial  aLra :on   Offlin e  =  alen n   rac:o On l ine  =  dist
  • 66. Choice paradox!Our  consciousness  can’t  handle  more  than  5  choices.            1  choice:      “do  I  click,  …  or  not?”   2-­‐5  choices:  “do  I  click  A,  or,  or  …?   >  5  keuzes:  “OMG…”  
  • 67. Choice paradox! The  pa Offer  a radox  of  Ch  minim o maxim um  of ice:   um  of  2  and  5  cho  a   ices  
  • 68. Emotion affect heuristic!
  • 69. Emotion affect heuristic! c:   h euris you   Affect   y  if   op le  happ  new.   M ake  pe omething  s u   se ll  them bit  them  if  yo   e  a   oice B ut  scar serva:ve  ch  con need  a
  • 70. Subliminal reassurance!
  • 71. Subliminal reassurance! e:   suranc al  reas rks     limin eckma Sub e  ch ’   Us ‘because and  
  • 72. Nudging!
  • 73. Nudging!
  • 74. Nudging! Monday!
  • 75. Nudging! Time Find    based  tar ou ge are  s t  when  cu Qng:   ensi: s ve  fo tomers   trigge r  which   r   Saturday!
  • 76. Foot-between-the-lips!  Dear  mr.  Schutz,  This  is  Anita     •  Do  I  speak  to  mr.  Schutz?   from  Nuon.     •  Are  you  an  entrepreneur?    Is  this  a  convenient  moment  for     •  Are  you  aware  that  –  since   you?   January  –  you  can  save  on  your   private  energy  costs  by  switching  X      to  a  business  contract?     •  Essent…     Foot-­‐be twe Get  a  fir en-­‐the-­‐lips:   :   -­‐flow vity!   st  intera c:on!   Yes si : ate  po Ac:v
  • 77. Foot-between-the-lips!
  • 78. Anchoring & adjustments! :   oring Anch igh,      h Start e  down   v th a n  mo
  • 79. Anchoring & adjustments! ts:   &  ad justmen An choring   n  to   forma:o f   rst  in U se  your  fi e  percep:on  o e  th influenc forma:o n   later  in
  • 80. Social proof!
  • 81. Social proof! X   Decreased conversion on this product!!
  • 82. Position targeting!
  • 83. Position targeting!
  • 84. Position targeting!Winner   Lille  info  Loser   More  info  
  • 85. Effortless-Quality effect!
  • 86. Effortless-Quality effect! From search results to:!
  • 87. Effortless-Quality effect! From search results to price! From search results to product!
  • 88. Contrast effect! “The ugly brother”!
  • 89. Contrast effect! Conce p See  if   tual  contras you  ca n  crea t:   ugly  b rother te  an   …  
  • 90. Contrast effect!
  • 91. Spread the word & help each other!
  • 92. Send in your case studies!•  Demo  
  • 93. Bèta  invites:  WheelofPersuasion.com   Persuasion  tests!  
  • 94. What did you learn?!
  • 95. Learnings! Dialogues! Analyze! Persuasion techniques! Future business!
  • 96. What should I do know?!
  • 97. Enjoy the drinks for now….!
  • 98. But back at work!
  • 99. Long term ROI! You start to initiate a dialogue optimization team!!
  • 100. Slide bakery store!To become as good, or even better as him…!
  • 101. Guiding you to digital maturity!Contact:! ondi.   Ton Wesseling & Bart Schutz ! www.onlinedialogue.com! info@onlinedialogue.com! Tel: +3130 4100 170! Analyze, Organize & Optimize! @onlinedialogue @barts @tonwesseling!