Ton Wesseling

online conversion strategy
           with
     50 insightful tips




1
Introduction


     Conversion rate maximization
Multivariate testing    Persuasive marketing
             Ton Wesseling
 ...
Introduction




About us
    3
Introduction




Our goal
    4
Introduction



           Online revenue strategy
           Persuasive scenarios
           Expert reviews
           We...
Introduction




Client selection
        6
Agenda


  hat are the goals?
 W
 unctionality needs
 F
  ebsite structure
 W
  eb analytics
 W
  sability
 U
 ersua...
Agenda


  hat are the goals?
 W
 unctionality needs
 F
  ebsite structure
 W
  eb analytics
 W
  sability
 U
 ersua...
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 lifetim...
Strategy




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




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




                         http://www.usability.gov/process.html




Create personas based on needs
           ...
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 func...
Strategy




               http://blog.bridgelinesw.com/wp-content/uploads/2008/12/istock_000005486217small.jpg




Dynam...
Strategy

                                            Forget about
                                              the norma...
Agenda


  hat are the goals?
 W
 unctionality needs
 F
  ebsite structure
 W
  eb analytics
 W
  sability
 U
 ersua...
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...
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?       ...
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 notif...
Conversion




                                                                             Only
           http://homecou...
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
...
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
 ersua...
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




...
Lessons learned with testing




                                   Eyetracking study by Stefan Wobben, Concept7




Is th...
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 conte...
Thank you for your attention


http://www.orangevalley.nl
Subscribe to our RSS feed
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or our...
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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 strategy with 50 insightful tips.

Published in: Business, Self Improvement

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

  1. 1. Ton Wesseling online conversion strategy with 50 insightful tips 1
  2. 2. Introduction Conversion rate maximization Multivariate testing Persuasive marketing Ton Wesseling Behavioral targeting Internet sales strategy Web analytics “tonwesseling” 2
  3. 3. Introduction About us 3
  4. 4. Introduction Our goal 4
  5. 5. Introduction Online revenue strategy Persuasive scenarios Expert reviews Web analytics KPI dashboards Multivariate testing Our services 5
  6. 6. Introduction Client selection 6
  7. 7. Agenda   hat are the goals? W  unctionality needs F   ebsite structure W   eb analytics W   sability U  ersuasion P   est practice lessons B 7
  8. 8. Agenda   hat are the goals? W  unctionality needs F   ebsite structure W   eb analytics W   sability U  ersuasion P   est practice lessons B 8
  9. 9. Strategy What’s your conversion goal? 9
  10. 10. Strategy http://www.flickr.com/photos/jeff-bauche/2230236391/ Just make the deal? 10
  11. 11. Strategy http://www.insightful.com/industry/marketinganalytics/ Maximizing customer lifetime value! 11
  12. 12. Strategy http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html Focus on micro conversions 12
  13. 13. Strategy http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html Focus on micro conversions 13
  14. 14. Strategy http://www.wordle.net Focus on micro conversions 14
  15. 15. Strategy http://www.futurenowinc.com It’s about helping the customer 15
  16. 16. Strategy http://flickr.com/photos/sparkieg/ Who’s your target audience? 16
  17. 17. Strategy How could you help them? 17
  18. 18. Strategy http://flickr.com/photos/sparkieg/ Design based on information needs 18
  19. 19. Strategy http://www.usability.gov/process.html Create personas based on needs 19
  20. 20. Strategy What are the functionalities needed? 20
  21. 21. Strategy http://www.futurenowinc.com In what fase? 21
  22. 22. Strategy http://www.usability.gov/process.html Landing pages based on needed functionality 22
  23. 23. Strategy http://blog.bridgelinesw.com/wp-content/uploads/2008/12/istock_000005486217small.jpg Dynamically build upon visitor click data 23
  24. 24. 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
  25. 25. Agenda   hat are the goals? W  unctionality needs F   ebsite structure W   eb analytics W   sability U  ersuasion P   est practice lessons B 25
  26. 26. Conversion Don’t create reports, create insights! 26
  27. 27. Conversion Create trend dashboards with targets 27
  28. 28. Conversion Always discuss data and findings 28
  29. 29. Conversion Segment your data for why! 29
  30. 30. Conversion Where does your segmented visitor stop? 30
  31. 31. Conversion Qualitive tools to understand visiting reasons 31
  32. 32. Conversion Start optimizing the usability first 32
  33. 33. Conversion Usability & Accessibility 33
  34. 34. Conversion Redirect *.domain.tld subdomains! 34
  35. 35. Conversion Any browser! 35
  36. 36. Conversion Always check broken links! 36
  37. 37. Conversion A good 404 page… 37
  38. 38. 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
  39. 39. Conversion Inline validation at forms 39
  40. 40. Conversion Use progress indicators! 40
  41. 41. Conversion Optimized Print / Email / PDF routines 41
  42. 42. Conversion Bookmarks: make it work! 42
  43. 43. Conversion Use breadcrumbs! 43
  44. 44. Conversion 5%+ of your visitors are colorblind.. 44
  45. 45. Conversion Make sure visitors can contact you from anywhere 45
  46. 46. Conversion Use conventions / copy from the biggest! 46
  47. 47. Conversion A/B testing issues 47
  48. 48. Conversion Always use: Multivariate testing 48
  49. 49. Conversion Looooooong meetings 49
  50. 50. Conversion Customer centric 50
  51. 51. Persuasion http://www.futurenowinc.com The 4 dominant archetypes 51
  52. 52. Persuasion http://www.mediamarkt.nl Sales techniques 52
  53. 53. 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
  54. 54. Conversion Optimize persuasion backwards 54
  55. 55. Conversion Competitive: show me your USP’s 55
  56. 56. Conversion http://images.appleinsider.com/push-090211-1.jpg Competitive: sign up for notification 56
  57. 57. Conversion Only http://homecourt.files.wordpress.com/2009/03/sale-header-1.jpg today! Spontaneous: give me an offer! 57
  58. 58. Conversion Spontaneous: can you be trusted? 58
  59. 59. Conversion http://www.overstock.com Humanistic: who are you? 59
  60. 60. Conversion http://www.profilesoft.com/SharedImages/ImgRecommendations.jpg Humanistic: recommendations 60
  61. 61. Conversion http://www.overstock.com Methodical: Give me details 61
  62. 62. Conversion http://www.neckermann.nl Methodical: help me compare 62
  63. 63. Agenda   hat are the goals? W  unctionality needs F   ebsite structure W   eb analytics W   sability U  ersuasion P   est practice lessons B 63
  64. 64. Lessons learned with testing Weekend and weekdays are different 64
  65. 65. Lessons learned with testing Weekend and weekdays are different 65
  66. 66. Lessons learned with testing -5% -37% http://www.getelastic.com Don’t push your message 66
  67. 67. Lessons learned with testing Eyetracking study by Stefan Wobben, Concept7 Is the watching eyes story true? 67
  68. 68. Lessons learned with testing Jorden Lentze, ABN AMRO E-channels It sure looks that way 68
  69. 69. Lessons learned with testing Elements have interaction effects 69
  70. 70. Lessons learned with testing Reinout Wolfert, SNS Bank Non clicked content can lift conversion 70
  71. 71. 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

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