Conversion strategy & tips: Ton Wesseling A4Uexpo 2009 Europe, Amsterdam

Ton Wesseling online conversion strategy with 50 insightful tips 1

Introduction Conversion rate maximization Multivariate testing Persuasive marketing Ton Wesseling Behavioral targeting Internet sales strategy Web analytics “tonwesseling” 2

Introduction About us 3

Introduction Our goal 4

Introduction Online revenue strategy Persuasive scenarios Expert reviews Web analytics KPI dashboards Multivariate testing Our services 5

Introduction Client selection 6

Agenda  hat are the goals? W  unctionality needs F  ebsite structure W  eb analytics W  sability U  ersuasion P  est practice lessons B 7

Strategy What’s your conversion goal? 9

Strategy http://www.flickr.com/photos/jeff-bauche/2230236391/ Just make the deal? 10

Strategy http://www.insightful.com/industry/marketinganalytics/ Maximizing customer lifetime value! 11

Strategy http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html Focus on micro conversions 12

Strategy http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html Focus on micro conversions 13

Strategy http://www.wordle.net Focus on micro conversions 14

Strategy http://www.futurenowinc.com It’s about helping the customer 15

Strategy http://flickr.com/photos/sparkieg/ Who’s your target audience? 16

Strategy How could you help them? 17

Strategy http://flickr.com/photos/sparkieg/ Design based on information needs 18

Strategy http://www.usability.gov/process.html Create personas based on needs 19

Strategy What are the functionalities needed? 20

Strategy http://www.futurenowinc.com In what fase? 21

Strategy http://www.usability.gov/process.html Landing pages based on needed functionality 22

Strategy http://blog.bridgelinesw.com/wp-content/uploads/2008/12/istock_000005486217small.jpg Dynamically build upon visitor click data 23

Strategy Forget about the normal path… Make sure visitors can always find their click http://www.adobe.com/devnet/captivate/articles/scenario_learning/fig01.gif Design user goal scenarios 24

Conversion Don’t create reports, create insights! 26

Conversion Create trend dashboards with targets 27

Conversion Always discuss data and findings 28

Conversion Segment your data for why! 29

Conversion Where does your segmented visitor stop? 30

Conversion Qualitive tools to understand visiting reasons 31

Conversion Start optimizing the usability first 32

Conversion Usability & Accessibility 33

Conversion Redirect *.domain.tld subdomains! 34

Conversion Any browser! 35

Conversion Always check broken links! 36

Conversion A good 404 page… 37

Conversion No account registration at check out Give information about the things needed to complete the form First step: ask for email and submit! Shopping cart tips 38

Conversion Inline validation at forms 39

Conversion Use progress indicators! 40

Conversion Optimized Print / Email / PDF routines 41

Conversion Bookmarks: make it work! 42

Conversion Use breadcrumbs! 43

Conversion 5%+ of your visitors are colorblind.. 44

Conversion Make sure visitors can contact you from anywhere 45

Conversion Use conventions / copy from the biggest! 46

Conversion A/B testing issues 47

Conversion Always use: Multivariate testing 48

Conversion Looooooong meetings 49

Conversion Customer centric 50

Persuasion http://www.futurenowinc.com The 4 dominant archetypes 51

Persuasion http://www.mediamarkt.nl Sales techniques 52

Persuasion Why is your solution Why is your solution better than other now the best solution solutions? for my problem? How can your Who has already solution fix my used your solution to problem? solve my problem? http://www.futurenowinc.com 4 archetypes and their main question 53

Conversion Optimize persuasion backwards 54

Conversion Competitive: show me your USP’s 55

Conversion http://images.appleinsider.com/push-090211-1.jpg Competitive: sign up for notification 56

Conversion Only http://homecourt.files.wordpress.com/2009/03/sale-header-1.jpg today! Spontaneous: give me an offer! 57

Conversion Spontaneous: can you be trusted? 58

Conversion http://www.overstock.com Humanistic: who are you? 59

Conversion http://www.profilesoft.com/SharedImages/ImgRecommendations.jpg Humanistic: recommendations 60

Conversion http://www.overstock.com Methodical: Give me details 61

Conversion http://www.neckermann.nl Methodical: help me compare 62

Lessons learned with testing Weekend and weekdays are different 64

Lessons learned with testing Weekend and weekdays are different 65

Lessons learned with testing -5% -37% http://www.getelastic.com Don’t push your message 66

Lessons learned with testing Eyetracking study by Stefan Wobben, Concept7 Is the watching eyes story true? 67

Lessons learned with testing Jorden Lentze, ABN AMRO E-channels It sure looks that way 68

Lessons learned with testing Elements have interaction effects 69

Lessons learned with testing Reinout Wolfert, SNS Bank Non clicked content can lift conversion 70

Thank you for your attention http://www.orangevalley.nl Subscribe to our RSS feed Tip or our newsletter 49 Tel: +31(0)30-8.200.200 Email: info@orangevalley.nl twitter.com/tonwesseling Questions? 71

Conversion strategy & tips: Ton Wesseling A4Uexpo 2009 Europe, Amsterdam

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