<ul><li>Ton Wesseling </li></ul><ul><li>online conversion strategy </li></ul><ul><li>with </li></ul><ul><li>50 insightful ...
Introduction Internet sales strategy Web analytics Behavioral targeting Multivariate testing Conversion rate maximization ...
Introduction About us
Introduction Our goal
Introduction Our services Online revenue strategy Persuasive scenarios Expert reviews Web analytics KPI dashboards Multiva...
Introduction <ul><li>Client selection </li></ul>
Agenda <ul><li>What are the goals? </li></ul><ul><li>Functionality needs </li></ul><ul><li>Website structure </li></ul><ul...
Agenda <ul><li>What are the goals? </li></ul><ul><li>Functionality needs </li></ul><ul><li>Website structure </li></ul><ul...
Strategy What’s your conversion goal?
Strategy Just make the deal? http://www.flickr.com/photos/jeff-bauche/2230236391/
Strategy Maximizing customer lifetime value! http://www.insightful.com/industry/marketinganalytics/ Tip 1
Strategy Focus on micro conversions Tip 2 http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-...
Strategy Focus on micro conversions Tip 2 http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-...
Strategy Focus on micro conversions Tip 2 http://www.wordle.net
Strategy It’s about helping the customer http://www.futurenowinc.com Tip 3
Strategy <ul><li>Who’s your target audience? </li></ul>http://flickr.com/photos/sparkieg/
Strategy <ul><li>How could you help them? </li></ul>
Strategy <ul><li>Design based on information needs </li></ul>http://flickr.com/photos/sparkieg/ Tip 4
Strategy <ul><li>Create personas based on needs </li></ul>http://www.usability.gov/process.html Tip 5
Strategy <ul><li>What are the functionalities needed? </li></ul>
Strategy <ul><li>In what fase? </li></ul>http://www.futurenowinc.com
Strategy <ul><li>Landing pages based on needed functionality </li></ul>http://www.usability.gov/process.html Tip 6
Strategy <ul><li>Dynamically build upon visitor click data  </li></ul>http://blog.bridgelinesw.com/wp-content/uploads/2008...
Strategy <ul><li>Design user goal scenarios </li></ul>http://www.adobe.com/devnet/captivate/articles/scenario_learning/fig...
Agenda <ul><li>What are the goals? </li></ul><ul><li>Functionality needs </li></ul><ul><li>Website structure </li></ul><ul...
Conversion <ul><li>Don’t create reports, create insights! </li></ul>Tip 11
Conversion <ul><li>Create trend dashboards with targets </li></ul>Tip 12
Conversion <ul><li>Always discuss data and findings </li></ul>Tip 13
Conversion <ul><li>Segment your data for why! </li></ul>Tip 14
Conversion <ul><li>Where does your segmented visitor stop? </li></ul>
<ul><li>Qualitive tools to understand visiting reasons </li></ul>Conversion Tip 15
Conversion Tip 16 Start optimizing the usability first
Conversion <ul><li>Usability & Accessibility </li></ul>
<ul><li>Redirect *.domain.tld subdomains! </li></ul>Conversion Tip 17
Conversion <ul><li>Any browser! </li></ul>Tip 18
<ul><li>Always check broken links! </li></ul>Conversion Tip 19
<ul><li>A good 404 page… </li></ul>Conversion Tip 20
<ul><li>No account registration at check out </li></ul><ul><li>Give information about the things needed to complete the fo...
Conversion <ul><li>Inline validation at forms </li></ul>Tip 25
Conversion <ul><li>Use progress indicators! </li></ul>Tip 26
Conversion <ul><li>Optimized Print / Email / PDF routines </li></ul>Tip 27
Conversion <ul><li>Bookmarks: make it work! </li></ul>Tip 28
Conversion <ul><li>Use breadcrumbs! </li></ul>Tip 29
Conversion <ul><li>Over 5% of your visitors is colorblind.. </li></ul>Tip 30
Conversion <ul><li>Make sure visitor can contact you from anywhere </li></ul>Tip 31
Conversion <ul><li>Use conventions / copy from the biggest! </li></ul>Tip 32
Conversion A/B testing issues
Conversion Always use: Multivariate testing Tip 33
Conversion
Conversion <ul><li>Customer centric </li></ul>
Persuasion <ul><li>The 4 dominant archetypes </li></ul>http://www.futurenowinc.com
Persuasion <ul><li>Sales techniques </li></ul>http://www.mediamarkt.nl
Persuasion <ul><li>4 archetypes and their main question </li></ul>Why is your solution now the best solution for my proble...
Conversion Tip 35 Optimize persuasion backwards
Conversion Competitive: show me your USP’s Tip 36
Conversion Competitive: sign up for notification Tip 37 http://images.appleinsider.com/push-090211-1.jpg
Conversion Spontaneous: give me an offer! Tip 38 Only today! http://homecourt.files.wordpress.com/2009/03/sale-header-1.jpg
Conversion Spontaneous: can you be trusted? Tip 39
Conversion Humanistic: who are you? Tip 40 http://www.overstock.com
Conversion Humanistic: recommendations Tip 41 http://www.profilesoft.com/SharedImages/ImgRecommendations.jpg
Conversion Methodical: Give me details Tip 42 http://www.overstock.com
Conversion Methodical: help me compare Tip 43 http://www.neckermann.nl
Agenda <ul><li>What are the goals? </li></ul><ul><li>Functionality needs </li></ul><ul><li>Website structure </li></ul><ul...
Lessons learned with testing Weekend and weekdays are different Tip 44
Lessons learned with testing Weekend and weekdays are different Tip 44
Lessons learned with testing <ul><li>Don’t push your message </li></ul>-5% -37% Tip 45 http://www.getelastic.com
<ul><li>Is the watching eyes story true? </li></ul>Lessons learned with testing
<ul><li>It sure looks that way </li></ul>Lessons learned with testing Jorden Lentze, ABN AMRO E-channels Tip 46
<ul><li>Elements have interaction effects </li></ul>Lessons learned with testing Tip 47
<ul><li>Non clicked content can lift conversion </li></ul>Lessons learned with testing Tip 48 Reinout Wolfert, SNS Bank
Thank you for your attention <ul><li>Questions? </li></ul>http://www.orangevalley.nl Subscribe to our RSS feed or our news...
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Conversion Optimisiation & Persuasion Architecture: Start Improving Your Conversion, Right Now!

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  • Conversion Optimisiation & Persuasion Architecture: Start Improving Your Conversion, Right Now!

    1. 1. <ul><li>Ton Wesseling </li></ul><ul><li>online conversion strategy </li></ul><ul><li>with </li></ul><ul><li>50 insightful tips </li></ul>
    2. 2. Introduction Internet sales strategy Web analytics Behavioral targeting Multivariate testing Conversion rate maximization Ton Wesseling Persuasive marketing “ tonwesseling”
    3. 3. Introduction About us
    4. 4. Introduction Our goal
    5. 5. Introduction Our services Online revenue strategy Persuasive scenarios Expert reviews Web analytics KPI dashboards Multivariate testing
    6. 6. Introduction <ul><li>Client selection </li></ul>
    7. 7. Agenda <ul><li>What are the goals? </li></ul><ul><li>Functionality needs </li></ul><ul><li>Website structure </li></ul><ul><li>Web analytics </li></ul><ul><li>Usability </li></ul><ul><li>Persuasion </li></ul><ul><li>Best practice lessons </li></ul>
    8. 8. Agenda <ul><li>What are the goals? </li></ul><ul><li>Functionality needs </li></ul><ul><li>Website structure </li></ul><ul><li>Web analytics </li></ul><ul><li>Usability </li></ul><ul><li>Persuasion </li></ul><ul><li>Best practice lessons </li></ul>
    9. 9. Strategy What’s your conversion goal?
    10. 10. Strategy Just make the deal? http://www.flickr.com/photos/jeff-bauche/2230236391/
    11. 11. Strategy Maximizing customer lifetime value! http://www.insightful.com/industry/marketinganalytics/ Tip 1
    12. 12. Strategy Focus on micro conversions Tip 2 http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html
    13. 13. Strategy Focus on micro conversions Tip 2 http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html
    14. 14. Strategy Focus on micro conversions Tip 2 http://www.wordle.net
    15. 15. Strategy It’s about helping the customer http://www.futurenowinc.com Tip 3
    16. 16. Strategy <ul><li>Who’s your target audience? </li></ul>http://flickr.com/photos/sparkieg/
    17. 17. Strategy <ul><li>How could you help them? </li></ul>
    18. 18. Strategy <ul><li>Design based on information needs </li></ul>http://flickr.com/photos/sparkieg/ Tip 4
    19. 19. Strategy <ul><li>Create personas based on needs </li></ul>http://www.usability.gov/process.html Tip 5
    20. 20. Strategy <ul><li>What are the functionalities needed? </li></ul>
    21. 21. Strategy <ul><li>In what fase? </li></ul>http://www.futurenowinc.com
    22. 22. Strategy <ul><li>Landing pages based on needed functionality </li></ul>http://www.usability.gov/process.html Tip 6
    23. 23. Strategy <ul><li>Dynamically build upon visitor click data </li></ul>http://blog.bridgelinesw.com/wp-content/uploads/2008/12/istock_000005486217small.jpg Tip 7
    24. 24. Strategy <ul><li>Design user goal scenarios </li></ul>http://www.adobe.com/devnet/captivate/articles/scenario_learning/fig01.gif Tip 8 Forget about the normal path… Make sure visitors can always find their click Tip 9 Tip 10
    25. 25. Agenda <ul><li>What are the goals? </li></ul><ul><li>Functionality needs </li></ul><ul><li>Website structure </li></ul><ul><li>Web analytics </li></ul><ul><li>Usability </li></ul><ul><li>Persuasion </li></ul><ul><li>Best practice lessons </li></ul>
    26. 26. Conversion <ul><li>Don’t create reports, create insights! </li></ul>Tip 11
    27. 27. Conversion <ul><li>Create trend dashboards with targets </li></ul>Tip 12
    28. 28. Conversion <ul><li>Always discuss data and findings </li></ul>Tip 13
    29. 29. Conversion <ul><li>Segment your data for why! </li></ul>Tip 14
    30. 30. Conversion <ul><li>Where does your segmented visitor stop? </li></ul>
    31. 31. <ul><li>Qualitive tools to understand visiting reasons </li></ul>Conversion Tip 15
    32. 32. Conversion Tip 16 Start optimizing the usability first
    33. 33. Conversion <ul><li>Usability & Accessibility </li></ul>
    34. 34. <ul><li>Redirect *.domain.tld subdomains! </li></ul>Conversion Tip 17
    35. 35. Conversion <ul><li>Any browser! </li></ul>Tip 18
    36. 36. <ul><li>Always check broken links! </li></ul>Conversion Tip 19
    37. 37. <ul><li>A good 404 page… </li></ul>Conversion Tip 20
    38. 38. <ul><li>No account registration at check out </li></ul><ul><li>Give information about the things needed to complete the form </li></ul><ul><li>First step: ask for email and submit! </li></ul>Conversion Tip 22 Tip 23 Tip 24 Shopping cart tips
    39. 39. Conversion <ul><li>Inline validation at forms </li></ul>Tip 25
    40. 40. Conversion <ul><li>Use progress indicators! </li></ul>Tip 26
    41. 41. Conversion <ul><li>Optimized Print / Email / PDF routines </li></ul>Tip 27
    42. 42. Conversion <ul><li>Bookmarks: make it work! </li></ul>Tip 28
    43. 43. Conversion <ul><li>Use breadcrumbs! </li></ul>Tip 29
    44. 44. Conversion <ul><li>Over 5% of your visitors is colorblind.. </li></ul>Tip 30
    45. 45. Conversion <ul><li>Make sure visitor can contact you from anywhere </li></ul>Tip 31
    46. 46. Conversion <ul><li>Use conventions / copy from the biggest! </li></ul>Tip 32
    47. 47. Conversion A/B testing issues
    48. 48. Conversion Always use: Multivariate testing Tip 33
    49. 49. Conversion
    50. 50. Conversion <ul><li>Customer centric </li></ul>
    51. 51. Persuasion <ul><li>The 4 dominant archetypes </li></ul>http://www.futurenowinc.com
    52. 52. Persuasion <ul><li>Sales techniques </li></ul>http://www.mediamarkt.nl
    53. 53. Persuasion <ul><li>4 archetypes and their main question </li></ul>Why is your solution now the best solution for my problem? Why is your solution better than other solutions? Who has already used your solution to solve my problem? How can your solution fix my problem? Tip 34 http://www.futurenowinc.com
    54. 54. Conversion Tip 35 Optimize persuasion backwards
    55. 55. Conversion Competitive: show me your USP’s Tip 36
    56. 56. Conversion Competitive: sign up for notification Tip 37 http://images.appleinsider.com/push-090211-1.jpg
    57. 57. Conversion Spontaneous: give me an offer! Tip 38 Only today! http://homecourt.files.wordpress.com/2009/03/sale-header-1.jpg
    58. 58. Conversion Spontaneous: can you be trusted? Tip 39
    59. 59. Conversion Humanistic: who are you? Tip 40 http://www.overstock.com
    60. 60. Conversion Humanistic: recommendations Tip 41 http://www.profilesoft.com/SharedImages/ImgRecommendations.jpg
    61. 61. Conversion Methodical: Give me details Tip 42 http://www.overstock.com
    62. 62. Conversion Methodical: help me compare Tip 43 http://www.neckermann.nl
    63. 63. Agenda <ul><li>What are the goals? </li></ul><ul><li>Functionality needs </li></ul><ul><li>Website structure </li></ul><ul><li>Web analytics </li></ul><ul><li>Usability </li></ul><ul><li>Persuasion </li></ul><ul><li>Best practice lessons </li></ul>
    64. 64. Lessons learned with testing Weekend and weekdays are different Tip 44
    65. 65. Lessons learned with testing Weekend and weekdays are different Tip 44
    66. 66. Lessons learned with testing <ul><li>Don’t push your message </li></ul>-5% -37% Tip 45 http://www.getelastic.com
    67. 67. <ul><li>Is the watching eyes story true? </li></ul>Lessons learned with testing
    68. 68. <ul><li>It sure looks that way </li></ul>Lessons learned with testing Jorden Lentze, ABN AMRO E-channels Tip 46
    69. 69. <ul><li>Elements have interaction effects </li></ul>Lessons learned with testing Tip 47
    70. 70. <ul><li>Non clicked content can lift conversion </li></ul>Lessons learned with testing Tip 48 Reinout Wolfert, SNS Bank
    71. 71. Thank you for your attention <ul><li>Questions? </li></ul>http://www.orangevalley.nl Subscribe to our RSS feed or our newsletter Tel: +31(0)30-8.200.200 Email: info@orangevalley.nl Tip 49 twitter.com/tonwesseling Tip 50

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