Conversie Marketing - E Shop Expo 2010
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Conversie Marketing - E Shop Expo 2010

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This presentation was about Conversion Marketing, given on the E-shop Expo exhebition, april 2010 in Brussels (Belgium). The audience was more SME market.

This presentation was about Conversion Marketing, given on the E-shop Expo exhebition, april 2010 in Brussels (Belgium). The audience was more SME market.

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    Conversie Marketing - E Shop Expo 2010 Conversie Marketing - E Shop Expo 2010 Presentation Transcript

    • Presentatie door bSeen
      Conversion Marketing
      “How to persuadeyourvisitors
      into more action”
      E-shop Expo – 31 march& 01 april 2010
    • Marnik D’Hoore – CEO, bSeen
      “You canfind me on …”
    • What’sconversion marketing anyway?
    • What ?
      = “ Optimizing your website -& online marketing campaigns-, …in order to raise the amount of conversions “
    • What ?
      What kind of conversions to optimize ?
      * More online orders
      * More offline orders
      * More contact forms are received
      * More newsletterregistrations
      * More participations online game
      * More downloads (whitepaper, free app,…)
      * More logins “membersonly” zone
      * More appointmentsforsales are made
      * …
    • Where do youspendyour € on?
    • Branding / clicks / more visitors ?
      Orientation
    • More conversions ?
      Orientation
    • Why ?
      More conversions = higher ROI
    • How to optimizeyourconversions?
    • 5 principleswhichpersuadeyourvisitors
    • Toomuchchoice
      =
      more difficult to choose
    • 5 principles of persuasion
       
      1. Reciprocity
      You need to givesomethingaway… in order to getsomething in return
       
    • 5 principles of persuasion
       
      1. Reciprocity
      Ifyoulikemy… - Blogpost > send to friend, givecomment, RSS- Tweet > retweet / follow- Facebook fanpage > become a fan
       
    • 5 principles of persuasion
       
      1. Reciprocity
      Giveawaysomethingfor free (tips, free trial, whitepaper,…) and peoplewillgivesomething in return (@-adress / visibilityontheir SM platform, 3th party promotion,..)
       
    • 5 principles of persuasion
       
      2. Scarcity
      Offer somethingwhich is scarce and yourcustomerswillperceiveit as more valuable. (theyprobablywillqueforit)
       
    • 6 principles of persuasion
      “In time :: todayonly”
      “In amount :: Only 7 left”
       
      2. Scarcity
      Especially online this is easy to use.
       
    • 5 principles of persuasion
      People are more likely to sayyes, to people (sites) theylike
       
      3. Liking
       
    • 5 principles of persuasion
      “Usehandwriting to get (positive) attention”
       
      3. LikingHow? Byusingyourcommunication smart!
       
      “Put a face onyour site”
    • 5 principles of persuasion
      “Shareyourknowledge”
       
      4. Authority
      Makeyourself as a authority. Otherswillautomaticallychooseyou. Let othersendorseyou.
       
      “Endorsementfrominfluencers & experts”
      “Endorsementfromcustomers”
    • 5 principles of persuasion
       
      5. Socialinfluence
      Ifyourfriendlovesit, you’llprobablyloveit to.
       
    • 5 principles of persuasion
      “What’s happening at the moment ?”
      “Triggering reviews”
       
      5. Socialinfluence
      Ifothers are happy aboutit, itwillprobablybegoodfor me to.
       
    • Combine the principles
      Source: Thomasvdc
    • Combine the principles
      Source: Thomasvdc
    • Some more website conversion tips
    • Tip 1
      Bookhere
      Promotion
       
      Google communication
      Yourcommunicationalready starts in Google. Be relevant to the search string.
       
    • Tip 3
      “Keyword : holiday” > LP = homepage
      “Keyword : holidayturkey” > LP = A
      “Keyword : holiday promotion turkey” > LP = B
       
      Landingpages
      Focusedon a specifickeywords, message, goal,…
       
    • Tip 4
       
      Web Copywriting
      Communicate in a way to connectwith
      yourvisitor …and to reachyour goal
       
    • Tip 2
       
      Call to actions
      Writecall to actionsonevery page. With a specific target. Makepeople click.
       
      “Where is the “buynow” button ??
    • Tip 5
       
      Test your webpages
      Whatcanbetested? Everything! Images, titles, colours, buttons, messages, call-to-actions, specific offer, prices,…- A/B testing- MVT / Multi Variabele Testing
       
    • Last butnotleast…
      Campaigns
      Entry
      Behaviour
      Action
      Whatcanbemeasured?
      1. Attraction | How does visitorsreachyour site ?
      2. Retention | Are visitorsconvinced / willthey return ?
      3. Behaviour| Whatdidyourvisitors do / the expectedaction?
      4. Usability| How ‘usable’ is your site ?
      5. Stickiness| Are visitors return ?
      6. Conversion| Werden de site doelstellingen gehaald ?
      7. Conclusions| Analysis+ conclusion+ decision + actionplan
       
      Measure
       
      bSeen is …
    • Yourcustomers online journey
    • Cases
    • Case
       
      Funnelanalysis
      33% more online order finalisation
      afterorder-proces-optimization
       
    • Case
      2
      3
      4
      1
       
      BeforeAfter
      Highertimespend / higheronsite CTR / more orders
      afterimprovement of communication
       
      2
    • 3 free reports* SEO-position test* Google Adwordscheck
      * Google Analyticscheck
      bSeen
      Kortrijksesteenweg 214b
      B-9830 Sint-Martens-Latem
      t . +32 9 331 55 50f. +32 9 331 50 51info@bseen.be
      www.bseen.be
      www.bseen.be/blog