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The optimal customer journey
Team Conversion Optimization
§  Introduction
§  in the customer journey
Conversion Rate Optimization
§  The 4 A/B Testing areas
1.  Creative Testing...
Introduction
Who we are
We’re nerds with a scientific approach
on digital marketing.
We work for a group of large
(international) advert...
Data
Marketing
Design
Development
Data
Design
VeInteractive meets Blue Mango
Checkout
After leaving e-mail address
SL: Kunnen we je ergens mee helpen? SL: K...
§  User research
§  Panel questions
§  Client services
§  Analyse My login
CRO in the customer journey
§  Exit survey...
Conversion Rate
Optimization
In online marketing it’s possible to apply the insights coming from such disciplines not in a lab, but in
a real-life envi...
CRO can apply those insights to improve online performance in different areas.
Conversion Rate Optimization
Creative testi...
How to optimize Conversion Rate
Set up test
Test live
Analysis & Report
Hypothesis based on
Conversion Goal
Creation
Pre-r...
SEA, Display advertising,
Social ads, Email marketing
1. Creative Testing
§  Offsite testing is focused on optimizing media such as SEA,
Display advertising, Social advertising, Email marketing.
Theoretical framework
Creative Testing –
In practice
Conversion Goal: Shopping Basket
Default: Scarcity Variant 1: Authority Variant 2: Social Proof
Theoretical framework:
§  Authority: People follow credible knowledge
experts. They will then tend to obey authority
or t...
Default: Scarcity Variant 1: Authority Variant 2: Social Proof
Which variant won?
Default: Scarcity Variant 1: Authority Variant 2: Social Proof
+12% +71%
Hypotheses:
§  Authority: People follow credible...
2. Onsite testing
§  Onsite testing is focused on optimizing the user experience on
the website in order to increase conversion rate.
Luke Wroblewski model, source: 
http://www.lukew.com
Theoretical Framework
Onsite testing – In practice
Default
Conversion Goal: Shopping Basket
Default Variant 2Variant 1
Default Variant 2Variant 1
Which variant won?
Default Variant 2Variant 1
+196%-6%
Variant 2
+196%
Theoretical framework
Onsite testing – In practice
Default
Conversion Goal: Subscription for new players
Default Variant 1
Variant 2 Variant 3
Default Variant 1: System 1
Variant 2 : System 2 Variant 3: System 1 & 2
Default
+14%
+6% -19%
Variant 1: System 1
Variant 2 : System 2 Variant 3: System 1 & 2
3. Segmentation
§  Segmentation focuses on optimizing user experience based on
smart targeting. The intervention is aimed to satisfy diff...
Theoretical framework
Theoretic Framework
Dynamic content makes advertising smarter.
We have used smart ads based on busin...
Segmentation – In practice
Default
Static Proposition
Variant
Dynamic Proposition
Segmentation – Samsung device
Default
Static Proposition
Variant
Dynamic Proposition
Conversion Goal: Clicks
Default
Static Proposition
Variant
Dynamic Proposition
Conversion Goal: Clicks
-9%
Segmentation – iPhone device
Default
Static Proposition
Variant
Dynamic Proposition
Conversion Goal: Clicks
Segmentation – iPhone device
Default
Static Proposition
Variant
Dynamic Proposition
+21%Conversion Goal: Clicks
4. Personalization
§  Personalization is focusing on optimizing the online user experience and conversion
rate, selecting relevant and uniqu...
Theoretical framework
MBTI Model
Competitive
Methodical
Spontaneous
Humanistic
Fast
Slow
Logical Emotional
Theoretical Framework
Personalization – In practice
Based on analytics research we found out that users that spend less time on the
site were less likely to convert : The Com...
Conversion goal: Shopping Baskets
Default Variant: Last phone viewed
Conversion goal: Shopping Baskets
+16%
Default Variant: Last phone viewed
Conversion Goal: Shopping Baskets
Default Variant: Interest in Sim only
Conversion Goal: Shopping Baskets
+29%
Default Variant: Interest in Sim Only
Take Aways
1.  The ideal environment to research how the
customer really feels is online.
2.  Start easy.
3.  Keep testing...
Questions?
•  Wat mensen denken..
•  Automatisch geld verdienen

•  Niks is minder waar!
•  Niels Verwij – 3 jaar actief;

•  Shops:
•  Kantoor in Gouda,
Magazijn in Molenaarsgraaf;
•  Actief in Nederland en Bel...
In de eerste 6 maanden van 2014
zijn er 17% meer webshops failliet
gegaan dan een jaar eerder. 
Waar komt dit door?
•  Verschillende webshops opgezet;

•  Lange weg met uiteindelijk een
overwinning;

•  Bleef uitbreiden met nieuwe
shops;
...
•  Klein assortiment; 
•  Snelle groei/ dropshipment;
•  Geen grip meer op leveringen;
•  Investeren in eigen voorraad.
•  Snel leveren; 
•  Goede indruk/ service gericht;
•  Innoveren;
•  Resultaat: terugkerende klanten!
•  Deed alles alleen;
•  Creatief zijn, zeker met geld;
•  Nu specialist per onderdeel;
•  Wil je iets goed of perfect doe...
•  Verzenden in eigen beheer, stress;
•  Meer mensen nodig, bestellingen
groeiden tot 15.000 per maand na 6
maanden;
•  Ve...
•  Doel: schaalbare organisatie;
•  Deze keuze gaf ons vleugels!
•  Tip: blijf focussen!
•  Mijn focus vanaf dit moment:
marketing;

•  Marketing = essentieel;
•  Heel anders dan een winkel!
•  Focus: grotere ri...
•  Groei is goed!
•  Heb een duidelijke visie voor je
gaat groeien!
•  Schaalbaarheid was mijn doel;
•  Groei beperkte de ...
•  Meer personeel, probleem opgelost;
•  Dat viel vies tegen;
•  Gebrek aan motivatie en toewijding;
•  Frustratie, weer g...
•  Problemen blijven komen;
•  Draai je problemen om;
•  Leer ervan;
•  En ga snel door.
•  Net dat stapje extra doen;
•  Maak het verschil;
•  Scheelt marketing in de toekomst.
•  Je kunt je niet meteen meten met
grote shops;

•  Reden: kosten!
•  Service groeit met je bedrijf mee.
•  Laat de techniek nooit een issue
zijn voor je business idee;
•  Zorg voor beste service voor je
klanten;
•  Durf te inv...
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
Presentatie Webshop Wednesday 30 september 2015
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Presentatie Webshop Wednesday 30 september 2015

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Woensdag 30 september organiseerden wij Webshop Wednesday in samenwerking met Thuiswinkel.org. Zie hier de presentaties van onze sprekers Pieter van Geel en Niels Verwij.

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Presentatie Webshop Wednesday 30 september 2015

  1. 1. The optimal customer journey Team Conversion Optimization
  2. 2. §  Introduction §  in the customer journey Conversion Rate Optimization §  The 4 A/B Testing areas 1.  Creative Testing 2.  Onsite Testing 3.  Segmentation 4.  Personalization Agenda
  3. 3. Introduction
  4. 4. Who we are We’re nerds with a scientific approach on digital marketing. We work for a group of large (international) advertisers, for which we manage the total digital media mix.
  5. 5. Data Marketing Design Development
  6. 6. Data Design VeInteractive meets Blue Mango Checkout After leaving e-mail address SL: Kunnen we je ergens mee helpen? SL: Kunnen we je nog helpen? VeContact
  7. 7. §  User research §  Panel questions §  Client services §  Analyse My login CRO in the customer journey §  Exit surveys §  Heatmaps §  Analytics §  A/B testing
  8. 8. Conversion Rate Optimization
  9. 9. In online marketing it’s possible to apply the insights coming from such disciplines not in a lab, but in a real-life environment on a larger scale, thanks to the magnitude of available data. Conversion Rate Optimization is all about making your online marketing more successful.
  10. 10. CRO can apply those insights to improve online performance in different areas. Conversion Rate Optimization Creative testing Onsite A/B testing Segmentation Personalization
  11. 11. How to optimize Conversion Rate Set up test Test live Analysis & Report Hypothesis based on Conversion Goal Creation Pre-research: •  Analytics •  Heatmaps •  Surveys •  Usability research •  Theoretical framework Hypothesis Formulation & Prioritization
  12. 12. SEA, Display advertising, Social ads, Email marketing 1. Creative Testing
  13. 13. §  Offsite testing is focused on optimizing media such as SEA, Display advertising, Social advertising, Email marketing.
  14. 14. Theoretical framework
  15. 15. Creative Testing – In practice
  16. 16. Conversion Goal: Shopping Basket Default: Scarcity Variant 1: Authority Variant 2: Social Proof
  17. 17. Theoretical framework: §  Authority: People follow credible knowledge experts. They will then tend to obey authority or titled figure, even if asked to perform objectionable acts. §  Social Proof: We tend to follow patterns of familiar people in new unfamiliar situations.
  18. 18. Default: Scarcity Variant 1: Authority Variant 2: Social Proof Which variant won?
  19. 19. Default: Scarcity Variant 1: Authority Variant 2: Social Proof +12% +71% Hypotheses: §  Authority: People follow credible knowledge experts. They will then tend to obey authority or titled figure, even if asked to perform objectionable acts. §  Social Proof: We tend to follow patterns of familiar people in new unfamiliar situations.
  20. 20. 2. Onsite testing
  21. 21. §  Onsite testing is focused on optimizing the user experience on the website in order to increase conversion rate.
  22. 22. Luke Wroblewski model, source:  http://www.lukew.com Theoretical Framework
  23. 23. Onsite testing – In practice
  24. 24. Default Conversion Goal: Shopping Basket
  25. 25. Default Variant 2Variant 1
  26. 26. Default Variant 2Variant 1 Which variant won?
  27. 27. Default Variant 2Variant 1 +196%-6%
  28. 28. Variant 2 +196%
  29. 29. Theoretical framework
  30. 30. Onsite testing – In practice
  31. 31. Default Conversion Goal: Subscription for new players
  32. 32. Default Variant 1 Variant 2 Variant 3
  33. 33. Default Variant 1: System 1 Variant 2 : System 2 Variant 3: System 1 & 2
  34. 34. Default +14% +6% -19% Variant 1: System 1 Variant 2 : System 2 Variant 3: System 1 & 2
  35. 35. 3. Segmentation
  36. 36. §  Segmentation focuses on optimizing user experience based on smart targeting. The intervention is aimed to satisfy different group which have different needs.
  37. 37. Theoretical framework Theoretic Framework Dynamic content makes advertising smarter. We have used smart ads based on business rules.
  38. 38. Segmentation – In practice
  39. 39. Default Static Proposition Variant Dynamic Proposition
  40. 40. Segmentation – Samsung device Default Static Proposition Variant Dynamic Proposition Conversion Goal: Clicks
  41. 41. Default Static Proposition Variant Dynamic Proposition Conversion Goal: Clicks -9%
  42. 42. Segmentation – iPhone device Default Static Proposition Variant Dynamic Proposition Conversion Goal: Clicks
  43. 43. Segmentation – iPhone device Default Static Proposition Variant Dynamic Proposition +21%Conversion Goal: Clicks
  44. 44. 4. Personalization
  45. 45. §  Personalization is focusing on optimizing the online user experience and conversion rate, selecting relevant and unique content for the user.
  46. 46. Theoretical framework MBTI Model Competitive Methodical Spontaneous Humanistic Fast Slow Logical Emotional
  47. 47. Theoretical Framework
  48. 48. Personalization – In practice
  49. 49. Based on analytics research we found out that users that spend less time on the site were less likely to convert : The Competitive and the Spontaneous
  50. 50. Conversion goal: Shopping Baskets Default Variant: Last phone viewed
  51. 51. Conversion goal: Shopping Baskets +16% Default Variant: Last phone viewed
  52. 52. Conversion Goal: Shopping Baskets Default Variant: Interest in Sim only
  53. 53. Conversion Goal: Shopping Baskets +29% Default Variant: Interest in Sim Only
  54. 54. Take Aways 1.  The ideal environment to research how the customer really feels is online. 2.  Start easy. 3.  Keep testing the insights coming from psychology and usability research. 4.  Keep the balance with Testing between impact (segments & technical) and traffic / volume. 5.  Always be testing.
  55. 55. Questions?
  56. 56. •  Wat mensen denken.. •  Automatisch geld verdienen •  Niks is minder waar!
  57. 57. •  Niels Verwij – 3 jaar actief; •  Shops: •  Kantoor in Gouda, Magazijn in Molenaarsgraaf; •  Actief in Nederland en België; •  Tussen de 500-1.000 orders per dag.
  58. 58. In de eerste 6 maanden van 2014 zijn er 17% meer webshops failliet gegaan dan een jaar eerder. Waar komt dit door?
  59. 59. •  Verschillende webshops opgezet; •  Lange weg met uiteindelijk een overwinning; •  Bleef uitbreiden met nieuwe shops; •  Omzet vergroten lukte niet.
  60. 60. •  Klein assortiment; •  Snelle groei/ dropshipment; •  Geen grip meer op leveringen; •  Investeren in eigen voorraad.
  61. 61. •  Snel leveren; •  Goede indruk/ service gericht; •  Innoveren; •  Resultaat: terugkerende klanten!
  62. 62. •  Deed alles alleen; •  Creatief zijn, zeker met geld; •  Nu specialist per onderdeel; •  Wil je iets goed of perfect doen? Zorg voor 200% focus!
  63. 63. •  Verzenden in eigen beheer, stress; •  Meer mensen nodig, bestellingen groeiden tot 15.000 per maand na 6 maanden; •  Veel beperkingen: pand, personeel etc. •  6 maanden later….
  64. 64. •  Doel: schaalbare organisatie; •  Deze keuze gaf ons vleugels! •  Tip: blijf focussen!
  65. 65. •  Mijn focus vanaf dit moment: marketing; •  Marketing = essentieel; •  Heel anders dan een winkel! •  Focus: grotere risico’s durven nemen; •  Groeide weer hard door; •  Schaalbare organisatie leek te gaan lukken!  
  66. 66. •  Groei is goed! •  Heb een duidelijke visie voor je gaat groeien! •  Schaalbaarheid was mijn doel; •  Groei beperkte de schaalbaarheid; •  Super inzet team trok ons er doorheen!
  67. 67. •  Meer personeel, probleem opgelost; •  Dat viel vies tegen; •  Gebrek aan motivatie en toewijding; •  Frustratie, weer geen focus!
  68. 68. •  Problemen blijven komen; •  Draai je problemen om; •  Leer ervan; •  En ga snel door.
  69. 69. •  Net dat stapje extra doen; •  Maak het verschil; •  Scheelt marketing in de toekomst.
  70. 70. •  Je kunt je niet meteen meten met grote shops; •  Reden: kosten! •  Service groeit met je bedrijf mee.
  71. 71. •  Laat de techniek nooit een issue zijn voor je business idee; •  Zorg voor beste service voor je klanten; •  Durf te investeren maar houd je kosten in de gaten; •  Ga 200% voor je onderneming!

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