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

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

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Presentation tailor made for the A4Uexpo about the consultancy services of OrangeValley and the learnings of Ton Wesseling as a web analytics practisioner in the last decade. Online conversion ...

Presentation tailor made for the A4Uexpo about the consultancy services of OrangeValley and the learnings of Ton Wesseling as a web analytics practisioner in the last decade. Online conversion strategy with 50 insightful tips.

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

    • 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
    • Agenda   hat are the goals? W  unctionality needs F   ebsite structure W   eb analytics W   sability U  ersuasion P   est practice lessons B 8
    • 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
    • Agenda   hat are the goals? W  unctionality needs F   ebsite structure W   eb analytics W   sability U  ersuasion P   est practice lessons B 25
    • 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
    • Agenda   hat are the goals? W  unctionality needs F   ebsite structure W   eb analytics W   sability U  ersuasion P   est practice lessons B 63
    • 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