מיקסום רכישות באתר – מעיצוב תהליך הקנייה ועד מודל התשלום

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בעוד אנו משקיעים זמן רב בחשיבה ויצירתיות בהנעת גולשים לאתר, אנו משקיעים הרבה פחות בתהליך הרכישה באתר והמיקסום שלו. תפיסות שגויות, קבעונות או סתם הזנחה מונעים מאיתנו “לתעל” את הלקוחות שלנו סיום הקנייה. במסגרת הפרזנטציה אציג דגמאות כיצד משפרים את יחס ההמרה של מבקרים לקונים בדגש על מוכרי שירותים דיגיטליים: מתי לתת התנסות בחינם וכמה זמן? כיצד להגדיר את החבילות? כיצד לתמחר נכון? איך מוכרים גלולבלית? ובעיקר כיצד לבנות תהליך מכירה ללא מעצורים.
מרצה: אלדד בן-תורה
http://www.visioncamp.co.il/speakers/eldad-ben-tora/
http://www.visioncamp.co.il/

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  • http://www.buildingkeystones.com/2011/03/how-do-you-handle-subscription-renewals/
  • א
  • פרימיום הוא מודל טולרנטי יותר - אתה משלם רק שאתה בוחר - תקופת חינם היא למעשה הבהרה שהשירות בתשלום , השאלה היא רק מתי . לכן אם ברור לך מהות השירות שאתה נותן , התשובה ברורה מאליה . תקופת ניסיון יכולה להיות גם ככלי המרה של לקוחות פרימיום , אבל זה פחות נפוץ - שורה תחתונה אפשר לנסות הכל במידה וניתן . your marketing cost is the free users- Dropbox CEO Drew Houston*
  • Jigsaw http://www.forentrepreneurs.com/sales-funnel/
  • לפעמים לא באשמתכם
  • מיקסום רכישות באתר – מעיצוב תהליך הקנייה ועד מודל התשלום

    1. 1. Optimizing the Sales Funnel
    2. 2. Wait, isn't Sales funnel a Vendor Issue ?
    3. 3. NO ... Affiliates: Take charge over the SALE!
    4. 4. BTW, you'll become a vendor SOON!!
    5. 5. <ul><li>10 ,000 Active Vendors & Affiliates </li></ul><ul><li>15,000 sales per day </li></ul><ul><li>100 Employees (Herzeliya, San Jose ) </li></ul>What is Plimus?
    6. 6. The Plimus service
    7. 7. Vendors based in Israel (10% of Biz)
    8. 8. Sell (and Promote) Services, not Products Why subscriptions are so great? For Vendors For Shoppers <ul><li>Comfortable </li></ul><ul><li>(No need to re-order each time) </li></ul><ul><li>Risk is spread </li></ul><ul><li>(No big one-time charge) </li></ul><ul><li>Pay if still useful </li></ul><ul><li>Life time value growth </li></ul><ul><li>Predict Future Income </li></ul><ul><li>“ Small Ambassadors” </li></ul>
    9. 9. … But Subscriptions have a Dark Side too <ul><li>Increased refunds and chargebacks </li></ul><ul><li>Increased customer support calls </li></ul><ul><li>Negative social media messages </li></ul>
    10. 10. <ul><li>Monthly cycles : average of 80% </li></ul><ul><li>4 - 6 months long (B2B services last longer) </li></ul>The Typical Subscription Auto Renewal Rates : <ul><li>Annual cycles : average of 70% </li></ul><ul><li>3 - 4 years long, due to expiring credit cards and accounts </li></ul><ul><li>Non Auto Cycles: 40% </li></ul>
    11. 11. Upgrade Now Why do my visitors are NOT buying ? If Subscriptions are great…
    12. 12. No Way! Probably not Maybe Maybe - yes Yes! Best Conversion rate Good Conversion rate Low Conversion rate Who can we convert? …there is no 100% Conversion Optimization Range 100% 0%
    13. 13. 5 % Average Conversion Rate from free to paid:
    14. 14. 2 % B2C Platforms Converts Even Less…
    15. 15. Selecting the right “free” tactic Freemium Free Trial Only <ul><li>Light-weight B2C service </li></ul><ul><li>Marketing budget is low </li></ul><ul><li>Cost of free users is low. </li></ul><ul><li>Critical mass is needed </li></ul><ul><li>Higher “virality” </li></ul><ul><li>(Wix, Skype, Dropbox, Jdate) </li></ul><ul><li>B2B service </li></ul><ul><li>Big Marketing budget </li></ul><ul><li>“ Cost” of free users is high (Support, Bandwidth…) </li></ul><ul><li>Low, or no “virality” </li></ul><ul><li>(Kampyle, BI Systems) </li></ul>
    16. 16. <ul><li>When collecting credit card before trial – 30% to 50% will eventually pay. </li></ul><ul><li>Without card collection, only 5%-10% will convert (but amount of testers will rise…) </li></ul><ul><li>Bottom Line: collecting CC’s is best when value of service is clearly strong from day 1 </li></ul>Free Trials? What to expect…
    17. 17. <ul><li>Don’t prevent access to features during trial </li></ul>Free Trials Best Practices <ul><li>“ Seduce” users to invest in configuration </li></ul><ul><li>User-labor creates bonding and value </li></ul><ul><li>Set short trials before user enthusiasm is OVER. Sometime even days… </li></ul>
    18. 18. Tools to Convert Countdown is a powerful tool: Do use, but with caution…  Days left
    19. 19. Tools to Convert Tease with Data users will get the minute after…
    20. 20. The Journey to sales… <ul><li>Home page/Landing Page </li></ul><ul><li>Sign up (optional) </li></ul><ul><li>Plan Picker Page </li></ul><ul><li>Checkout </li></ul><ul><li>After the sale </li></ul>$ 66
    21. 21. 1: Directing to the Sale Funnel: Wording “ Sign-up for Free Trial” > demands too much commitment…
    22. 22. 1: Directing to action: Wording Action text Click Rate ( An experiment of a blogger (Dustin Curtis on the influence of wording to subscribe to his twitter
    23. 23. 1: Directing to the sale funnel: Design Video converts better than text Visible Action
    24. 24. 1. Directing to the sale funnel: Design 1. Headline - Red 2. Border - Dashed 3. Price Drop - Significant 4. Button - Orange 5. Button Text- Add to cart 6. + Hyperlink 7. Card Symbols Best Converting Button by Online Marketers
    25. 25. 2. Signup - The users are not yours yet! keep it ridiculously short…without loading a full new page
    26. 26. 3: The Plan Picker page: Know Your Customers Concerns… <ul><li>“ I don’t have time now…” </li></ul><ul><li>“ Implementation will be hard…” </li></ul><ul><li>“ Not sure this is The One …” </li></ul>Then, confront them…
    27. 27. A: Messaging on the Plan Picker page
    28. 28. A: Messaging on the Plan Picker page 30% higher conversion than the original!
    29. 29. = 50% = 35% = 15% B: Ordering the Plans The JDate Experiment (changing the order of plans)
    30. 30. = 25% = 50% = 25% = 50% = 35% = 15% B: Ordering the Plans The JDate Experiment (changing the order of plans)
    31. 31. = 30% = 45% = 20% = 5% = 25% = 50% = 25% B: Ordering the Plans The JDate Experiment (Adding the annual plan)
    32. 32. Too Many Refund Requests… B: Ordering the Plans
    33. 33. C: “Packaging” the plans (Helping users find their plan….)
    34. 34. <ul><li>“ Price” Sensitive customer </li></ul><ul><li>Looks for deals </li></ul><ul><li>Knows what he’s buying </li></ul><ul><li>“ Result” Sensitive customer </li></ul><ul><li>Wish to reduce risk </li></ul><ul><li>Not sure of outcome </li></ul>C: “Packaging” the Plans: Answering the 2 different “mindsets…” Offer an economic long term deal Offer a free (or cheap) Trial period Best Value ;-) Most Popular ;-)
    35. 35. D: Dividing the plans DropBox: The clean way- keep it simple “ Less is more” – 3 to 4 plans will do
    36. 36. CrazyEgg: Give measurable differentiators and not by features only 7: Dividing the plans
    37. 37. D: Dividing the plans Bad Practice …dividing by features only
    38. 38. E: Pricing… <ul><li>Set price to the value & “depth” of product </li></ul><ul><li>Consider competitors pricing, and </li></ul><ul><li>differentiate yourself! </li></ul><ul><li>Push and Give Big Bonus for long-term plans (with free months/discount), but NOT lifetime . </li></ul>
    39. 39. Conclusion: Encouraging, Focusing, Reducing Concerns, with Measurable Differentiators
    40. 40. 4. The checkout - Bad Practice….
    41. 41. The checkout- Bad Practice….
    42. 42. The checkout- Bad Practice….
    43. 43. The checkout- Bad Practice….
    44. 44. The Checkout- Good Practice
    45. 45. The Checkout - When Fully Branded Converts 30% Higher!
    46. 46. @ Plimus- affiliates can override the whole sales funnel- including checkout Swimming course on-line for kids gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er g rere egret erwggre ergerg erg ergw gerrg ergewrgwerg ergw r eg gre rgew rgewgewr erwg er reg erg rgew rewgeg g reerw g gre wger reg re g rge Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere e gret erwggre ergerg erg ergw gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg greerw g gre wger reg reg rge Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw greerw g gre wger reg reg rg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg greerw g gre wger reg reg rge Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw greerw g gre wger reg reg rg Order our eBook today Vendor Site Swimming course on-line for kids gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg greerw g gre wger reg reg rge Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw Vendor Checkout
    47. 47. @ Plimus- affiliates can override the whole sales funnel- including checkout Swimming course on-line for kids gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er g rere egret erwggre ergerg erg ergw gerrg ergewrgwerg ergw r eg gre rgew rgewgewr erwg er reg erg rgew rewgeg g reerw g gre wger reg re g rge Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere e gret erwggre ergerg erg ergw gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg greerw g gre wger reg reg rge Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw greerw g gre wger reg reg rg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg greerw g gre wger reg reg rge Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw greerw g gre wger reg reg rg Order our eBook today Vendor Site Save your kid from drowning in 5 Min. Order NOW Is your kid really safe on the pool? Can you afford losing him just because you didn't not spend the time teaching him to swim… Affiliate Site Swimming course on-line for kids gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw gerrg ergewrgwerg ergw reg gre rgew rgewgewr erwg er reg erg rgew rewgeg greerw g gre wger reg reg rge Whhsd asdckj aej ewrtgert ewrg ergerg erwgerg er grere egret erwggre ergerg erg ergw Vendor Checkout
    48. 48. Pay Now Save your kid from drowning in 5 Min. Order NOW Is your kid really safe on the pool? Can you afford losing him just because you didn't not spend the time teaching him to swim… Save your kid from drowning in 5 Min. Name Last City State @ Plimus- affiliates can override the whole sales funnel- including checkout Affiliate Site Affiliate Checkout
    49. 49. The Checkout - Are You Truly Global? Auto detect your user language…
    50. 50. The Checkout - Are You Truly Global? Show price in local currency, and allow switching
    51. 51. The Checkout - Are You Truly Global? Offer local payment methods…and show them!
    52. 52. The Checkout :Policies and Statements Bold statement on refund policy, MoneyBack, Privacy Policy, Security…
    53. 53. The Checkout – Every Field Counts… Try to reduce number of fields needed to complete purchase Before (15 fields) After (8 fields) 30 % improve of conversion rate
    54. 54. The Checkout – why do shoppers quit… * econsultancy.com
    55. 55. 50% of online orders in Germany are NOT via credit cards 20% of online orders go to PayPal, yet many vendors lack the option…. The Checkout – Check Your Processing Success Rate…Get inside the black box. 15% of valid orders will decline because currency/card clashes
    56. 56. 25% reduction in cart abandonment Checkout– showing the cart during checkout is proved to work well.
    57. 57. the sale is COMPLETED?... Our mission is NOT!
    58. 58. 5. The “After Purchase” disorder 6 % of orders will reverse…
    59. 59. After purchase good practice <ul><li>Celebrate Purchase! (Message) </li></ul>Purchase competed Product is on the way! <ul><li>Stay in Touch (Reminders) </li></ul><ul><li>Provide Info (CC statement, Instructions) </li></ul><ul><li>Offer Support (for Inquiries) </li></ul>
    60. 60. <ul><li>Post sale - up sale Can double cart size, without hurting initial sale </li></ul>Maximize CLV (Customer Lifetime Value) Thank you for buying our amazing software! > Upgrade to PRO for $19 only ….
    61. 61. Maximize CLV (Customer Lifetime Value) <ul><li>One-click-purchase </li></ul><ul><ul><li>25% increase in returning orders after implementing one-click-charge via Plimus (a PCI Secured solution) </li></ul></ul>
    62. 62. Affiliates Remember: Take charge over the SALE! (not just the Traffic)
    63. 63. Last Thing…
    64. 64. That's it… Thanks! [email_address]

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