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Andrew Chak - Getting The Next Click

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Andrew Chak's keynote at Design for Conversion 2008, Amsterdam, the Netherlands.

Andrew Chak's keynote at Design for Conversion 2008, Amsterdam, the Netherlands.

Published in: Technology, Design

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  • 1. Getting to the next click Andrew Chak
  • 2. Goedenmorgen
  • 3. Andrew Chak
  • 4. Getting to the next click
  • 5. How did I get here?
  • 6. How can we accelerate decisions?
  • 7. Arjan Haring?
  • 8. Who is this guy?
  • 9. Is he real?
  • 10. I had to persuade myself…
  • 11. Online stalking
  • 12. Authority
  • 13. Social Proof
  • 14. Liking?
  • 15. Reciprocation
  • 16. Getting to the next click
  • 17. 3 steps to help your users move forward
  • 18. 1 Start with your users
  • 19. Start with search » “Use an online search engine to help you find information on the Web” » Did you happen to do this yesterday? 60 50 40 30 20 10 0 Jan 02 Jun 03 Jun 04 Sep 05 Dec 05 Aug 06 Dec 06 Apr 08 Source: Pew Internet & American Life Project, August 2008
  • 20. Start with what they’re looking for
  • 21. The importance of online campaigns 1600 1400 1200 1000 800 600 400 200 0 Active campaign Not Active
  • 22. Hydroderm » Depending on entry point, users will be presented with a unique landing page to maximize conversion
  • 23. Start where your users are
  • 24. Start where your users are
  • 25. Start where your users are
  • 26. What do users see? “I only see what I’m looking for”
  • 27. There’s a world of difference between… Join the club to get your free sample Lorem ipsum onsectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. Get your free sample by joining the club Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.
  • 28. Start with your users – Summary » Start with search » Start with what they’re looking for » Start where your users are » Start with who your users are
  • 29. 2 Don’t sell, help them to buy
  • 30. Help them find the basics
  • 31. Help them find the basics
  • 32. Help them find the basics
  • 33. Help them choose
  • 34. Help them choose
  • 35. Influencing the choice… » Searching for “photo management” on a shareware site Description Date Editor’s Rating Downloads Actions FXFoto 4.0 - Popular Sep-06-2008 235,233 Buy now Organize, view, enhance, share, upload, and archive your photos using thumbnails and albums. CorrectPhoto 2.1 - Editor’s Choice Aug-07-2008 65,743 Download now Correct digital photo colors, crop, size, sharpen, and fix red eye. Acoustica Photos Forever 1.5 Jul-09-2008 12,456 Download now Correct digital photos and easily upload them to online photo albums. SharpCast Photos 3.4 - New! Jun-16-2008 25,678 Download now Update, manage, and share your photos on your PC, Free trial until mobile device, and the Web simultaneously. Sep-30-2008
  • 36. Help them at their point of interest
  • 37. Help them at their point of interest
  • 38. Help them to evaluate choices
  • 39. Help them to evaluate choices
  • 40. Help them to evaluate choices
  • 41. Help them to evaluate choices
  • 42. Don’t sell, help them to buy – Summary » Help them find the basics » Help them choose » Help them find solutions » Help them at their point of interest » Help them to evaluate choices » Help them beyond the product
  • 43. Don’t sell, help them to buy – Summary » Help them with useful tools » Help them to see the benefit » Help them to see the result » Help them to find the details » Help them by being credible » Help them by being complete
  • 44. 3 Remove the barriers
  • 45. Remove upfront registration Tool Tool Tool Registration description use results Tool Tool Tool Tool results Registration results description use (partial) (full)
  • 46. Remove uneducated choices
  • 47. Remove uneducated choices
  • 48. Add persuasion elements Subscribe to our e-mail newsletter Please provide us with your e-mail “One of the most informative address to subscribe to our newsletter. and well-researched newsletters for parents.” Preview the latest newsletter. Dr. Phil McGraw Over 20,000 subscribers! E-mail address: Privacy policy. Subscribe
  • 49. Remove the barriers – Summary » Remove upfront registration » Remove all unnecessary fields » Remove any disconnects » Remove uneducated choices » Add persuasion elements
  • 50. Case Studies
  • 51. Case Study: Career Community IKKI » Key component is driving members back to the site » Key point of interest is other users who are in a similar situation or are people that you know » What pulls you back to a social networking site?
  • 52. Case Study: OHRA » “If it is good for the customer, it is good for OHRA” » How do you demonstrate that you’re starting where users are? » How do you prove that you do things that are good for customers?
  • 53. Case Study: Routenet » “Users only see what they’re looking for.” » In what way can we ask users to identify what they’re interested in such that we serve them promotions that are relevant?
  • 54. Case Study: Centraal Beheer Achmea » How can we leverage the traffic of the hyves gadget? » Not all traffic is good » How can we modify the hyves gadget to attract the user who has a health insurance need?
  • 55. Case Study: KPNvandaag » What elements of self-service can you integrate on this portal such that users would choose to default to this? » How do you introduce marketing messages without being intrusive?
  • 56. So remember… 1 Start with your users 2 Don’t sell, help them to buy 3 Remove the barriers
  • 57. Dank U wel andrewchak@rogers.com