Presentatie door bSeen<br />Conversion Marketing<br />“How to persuadeyourvisitors<br />into more action”<br />E-shop Expo...
Marnik D’Hoore – CEO, bSeen<br />“You canfind me on …”<br />
What’sconversion marketing anyway?<br />
What ?<br />= “ Optimizing your website -& online marketing campaigns-, …in order to raise the amount of conversions “<br />
What ?<br />What kind of conversions to optimize ?<br />* More online orders<br />* More offline orders<br />* More contac...
Where do youspendyour € on?<br />
Branding / clicks / more visitors ?<br />Orientation<br />
More conversions ?<br />Orientation<br />
Why ?<br />More conversions = higher ROI<br />
How to optimizeyourconversions?<br />
5 principleswhichpersuadeyourvisitors<br />
Toomuchchoice<br />=<br />more difficult to choose<br />
5 principles of persuasion<br /> <br />1. Reciprocity<br />You need to givesomethingaway… in order to getsomething in retu...
5 principles of persuasion<br /> <br />1. Reciprocity<br />Ifyoulikemy… - Blogpost 		> send to friend, givecomment, RSS- T...
5 principles of persuasion<br /> <br />1. Reciprocity<br />Giveawaysomethingfor free (tips, free trial, whitepaper,…) and ...
5 principles of persuasion<br /> <br />2. Scarcity<br />Offer somethingwhich is scarce and yourcustomerswillperceiveit as ...
6 principles of persuasion<br />“In time :: todayonly”<br />“In amount :: Only 7 left”<br /> <br />2. Scarcity<br />Especi...
5 principles of persuasion<br />People are more likely to sayyes, to people (sites) theylike<br /> <br />3. Liking<br /> <...
5 principles of persuasion<br />“Usehandwriting to get (positive) attention”<br /> <br />3. LikingHow? Byusingyourcommunic...
5 principles of persuasion<br />“Shareyourknowledge”<br /> <br />4. Authority<br />Makeyourself as a authority. Otherswill...
5 principles of persuasion<br /> <br />5. Socialinfluence<br />Ifyourfriendlovesit, you’llprobablyloveit to. <br /> <br />
5 principles of persuasion<br />“What’s happening at the moment ?”<br />“Triggering reviews”<br /> <br />5. Socialinfluenc...
Combine the principles<br />Source: Thomasvdc<br />
Combine the principles<br />Source: Thomasvdc<br />
Some more website conversion tips<br />
Tip 1<br />Bookhere<br />Promotion<br /> <br />Google communication<br />Yourcommunicationalready starts in Google. Be rel...
Tip 3<br />“Keyword : holiday” > LP = homepage<br />“Keyword : holidayturkey” > LP = A<br />“Keyword : holiday promotion t...
Tip 4<br /> <br />Web Copywriting<br />Communicate in a way to connectwith<br />yourvisitor …and to reachyour goal<br /> <...
Tip 2<br /> <br />Call to actions<br />Writecall to actionsonevery page. With a specific target. Makepeople click.<br /> <...
Tip 5<br /> <br />Test your webpages<br />Whatcanbetested? Everything! Images, titles, colours, buttons, messages, call-to...
Last butnotleast…<br />Campaigns<br />Entry<br />Behaviour<br />Action<br />Whatcanbemeasured?<br />1.  Attraction	|      ...
Yourcustomers online journey<br />
Cases<br />
Case<br /> <br />Funnelanalysis<br />33% more online order finalisation<br />afterorder-proces-optimization<br /> <br />
Case<br />2<br />3<br />4<br />1<br /> <br />BeforeAfter<br />Highertimespend / higheronsite CTR  / more orders <br />afte...
3 free reports* SEO-position test* Google Adwordscheck<br />* Google Analyticscheck<br />bSeen<br />Kortrijksesteenweg 214...
Upcoming SlideShare
Loading in …5
×

Conversie Marketing - E Shop Expo 2010

1,382 views
1,298 views

Published on

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

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,382
On SlideShare
0
From Embeds
0
Number of Embeds
83
Actions
Shares
0
Downloads
53
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Conversie Marketing - E Shop Expo 2010

  1. 1. Presentatie door bSeen<br />Conversion Marketing<br />“How to persuadeyourvisitors<br />into more action”<br />E-shop Expo – 31 march& 01 april 2010<br />
  2. 2. Marnik D’Hoore – CEO, bSeen<br />“You canfind me on …”<br />
  3. 3. What’sconversion marketing anyway?<br />
  4. 4. What ?<br />= “ Optimizing your website -& online marketing campaigns-, …in order to raise the amount of conversions “<br />
  5. 5. What ?<br />What kind of conversions to optimize ?<br />* More online orders<br />* More offline orders<br />* More contact forms are received<br />* More newsletterregistrations<br />* More participations online game<br />* More downloads (whitepaper, free app,…)<br />* More logins “membersonly” zone<br />* More appointmentsforsales are made<br />* …<br />
  6. 6. Where do youspendyour € on?<br />
  7. 7. Branding / clicks / more visitors ?<br />Orientation<br />
  8. 8. More conversions ?<br />Orientation<br />
  9. 9. Why ?<br />More conversions = higher ROI<br />
  10. 10. How to optimizeyourconversions?<br />
  11. 11. 5 principleswhichpersuadeyourvisitors<br />
  12. 12. Toomuchchoice<br />=<br />more difficult to choose<br />
  13. 13. 5 principles of persuasion<br /> <br />1. Reciprocity<br />You need to givesomethingaway… in order to getsomething in return<br /> <br />
  14. 14. 5 principles of persuasion<br /> <br />1. Reciprocity<br />Ifyoulikemy… - Blogpost > send to friend, givecomment, RSS- Tweet > retweet / follow- Facebook fanpage > become a fan<br /> <br />
  15. 15. 5 principles of persuasion<br /> <br />1. Reciprocity<br />Giveawaysomethingfor free (tips, free trial, whitepaper,…) and peoplewillgivesomething in return (@-adress / visibilityontheir SM platform, 3th party promotion,..)<br /> <br />
  16. 16. 5 principles of persuasion<br /> <br />2. Scarcity<br />Offer somethingwhich is scarce and yourcustomerswillperceiveit as more valuable. (theyprobablywillqueforit)<br /> <br />
  17. 17. 6 principles of persuasion<br />“In time :: todayonly”<br />“In amount :: Only 7 left”<br /> <br />2. Scarcity<br />Especially online this is easy to use.<br /> <br />
  18. 18. 5 principles of persuasion<br />People are more likely to sayyes, to people (sites) theylike<br /> <br />3. Liking<br /> <br />
  19. 19. 5 principles of persuasion<br />“Usehandwriting to get (positive) attention”<br /> <br />3. LikingHow? Byusingyourcommunication smart! <br /> <br />“Put a face onyour site”<br />
  20. 20. 5 principles of persuasion<br />“Shareyourknowledge”<br /> <br />4. Authority<br />Makeyourself as a authority. Otherswillautomaticallychooseyou. Let othersendorseyou.<br /> <br />“Endorsementfrominfluencers & experts”<br />“Endorsementfromcustomers”<br />
  21. 21. 5 principles of persuasion<br /> <br />5. Socialinfluence<br />Ifyourfriendlovesit, you’llprobablyloveit to. <br /> <br />
  22. 22. 5 principles of persuasion<br />“What’s happening at the moment ?”<br />“Triggering reviews”<br /> <br />5. Socialinfluence<br />Ifothers are happy aboutit, itwillprobablybegoodfor me to. <br /> <br />
  23. 23. Combine the principles<br />Source: Thomasvdc<br />
  24. 24. Combine the principles<br />Source: Thomasvdc<br />
  25. 25. Some more website conversion tips<br />
  26. 26. Tip 1<br />Bookhere<br />Promotion<br /> <br />Google communication<br />Yourcommunicationalready starts in Google. Be relevant to the search string.<br /> <br />
  27. 27. Tip 3<br />“Keyword : holiday” > LP = homepage<br />“Keyword : holidayturkey” > LP = A<br />“Keyword : holiday promotion turkey” > LP = B<br /> <br />Landingpages<br />Focusedon a specifickeywords, message, goal,…<br /> <br />
  28. 28. Tip 4<br /> <br />Web Copywriting<br />Communicate in a way to connectwith<br />yourvisitor …and to reachyour goal<br /> <br />
  29. 29. Tip 2<br /> <br />Call to actions<br />Writecall to actionsonevery page. With a specific target. Makepeople click.<br /> <br />“Where is the “buynow” button ??<br />
  30. 30. Tip 5<br /> <br />Test your webpages<br />Whatcanbetested? Everything! Images, titles, colours, buttons, messages, call-to-actions, specific offer, prices,…- A/B testing- MVT / Multi Variabele Testing<br /> <br />
  31. 31. Last butnotleast…<br />Campaigns<br />Entry<br />Behaviour<br />Action<br />Whatcanbemeasured?<br />1. Attraction | How does visitorsreachyour site ? <br />2. Retention | Are visitorsconvinced / willthey return ?<br />3. Behaviour| Whatdidyourvisitors do / the expectedaction?<br />4. Usability| How ‘usable’ is your site ?<br />5. Stickiness| Are visitors return ?<br />6. Conversion| Werden de site doelstellingen gehaald ?<br />7. Conclusions| Analysis+ conclusion+ decision + actionplan<br /> <br />Measure<br /> <br />bSeen is …<br />
  32. 32. Yourcustomers online journey<br />
  33. 33. Cases<br />
  34. 34. Case<br /> <br />Funnelanalysis<br />33% more online order finalisation<br />afterorder-proces-optimization<br /> <br />
  35. 35. Case<br />2<br />3<br />4<br />1<br /> <br />BeforeAfter<br />Highertimespend / higheronsite CTR / more orders <br />afterimprovement of communication<br /> <br />2<br />
  36. 36. 3 free reports* SEO-position test* Google Adwordscheck<br />* Google Analyticscheck<br />bSeen<br />Kortrijksesteenweg 214b<br />B-9830 Sint-Martens-Latem<br />t . +32 9 331 55 50f. +32 9 331 50 51info@bseen.be<br />www.bseen.be<br />www.bseen.be/blog<br />

×