Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize

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Slides from the Ton Wesseling keynote at Conversion Jam #3, Stockholm, Sweden. September 10th 2013. Dialogue optimization, Fact & Act, test results

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Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize

  1. 1. O N L I N E DI A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y C o n v e r s i o n J a m # 3 2 0 1 3 / 0 9 / 1 0 , S t o c k h o l m , S w e d e n Optimize
  2. 2. 1.  Dialogue optimization 2.  FACT & ACT 3.  Test results To n W e s s e l i n g C h i e f O p t i m i z a t i o n O f fi c e r O n l i n e D i a l o g u e Optimize
  3. 3. @tonw | @onlinedialogue http://ondi.me/cjam3 U n i v é : t o p 3 c a r i n s u r a n c e i n t h e N e t h e r l a n d s S t a r t c a s e s +23% sales
  4. 4. @tonw | @onlinedialogue http://ondi.me/cjam3 Va n d e r Va l k H o t e l s (l a r g e D u t c h h o t e l c h a i n) S t a r t c a s e s +14% sales
  5. 5. @tonw | @onlinedialogue http://ondi.me/cjam3 O n l i ne D i a l o g u e w e b s i t e : C o n v e r s i o n S u m m i t l a n d i n g p a g e S t a r t c a s e s +29% interactions
  6. 6. @tonw | @onlinedialogue http://ondi.me/cjam3 Välkommen Tack för kommande
  7. 7. @tonw | @onlinedialogue http://ondi.me/cjam3
  8. 8. @tonw | @onlinedialogue http://ondi.me/cjam3
  9. 9. @tonw | @onlinedialogue http://ondi.me/cjam3 Du har några välkända företag
  10. 10. @tonw | @onlinedialogue http://ondi.me/cjam3
  11. 11. @tonw | @onlinedialogue http://ondi.me/cjam3
  12. 12. @tonw | @onlinedialogue http://ondi.me/cjam3
  13. 13. @tonw | @onlinedialogue http://ondi.me/cjam3 L o t s o f s a l e s p e o p l e
  14. 14. @tonw | @onlinedialogue http://ondi.me/cjam3 B e i n g t r a i n e d
  15. 15. @tonw | @onlinedialogue http://ondi.me/cjam3 To i m p ro v e s a l e s
  16. 16. @tonw | @onlinedialogue http://ondi.me/cjam3 L e a r n i n g f ro m e v e r y c o n v e r s a t i o n A n d o p t i m i z i n g f o r t h e n e x t o n e
  17. 17. @tonw | @onlinedialogue http://ondi.me/cjam3 Athletics DJ Online Company optimization junky
  18. 18. @tonw | @onlinedialogue http://ondi.me/cjam3
  19. 19. @tonw | @onlinedialogue http://ondi.me/cjam3 W h a t I w a t c h e d i n s t e a d o f T V
  20. 20. @tonw | @onlinedialogue http://ondi.me/cjam3 W h a t i t h e l p e d m e t o d o
  21. 21. @tonw | @onlinedialogue http://ondi.me/cjam3 D e m i n g
  22. 22. @tonw | @onlinedialogue http://ondi.me/cjam3 A n d h i s Q u a l i t y C i rc l e
  23. 23. @tonw | @onlinedialogue http://ondi.me/cjam3 F o c u s o n q u a l i t y
  24. 24. @tonw | @onlinedialogue http://ondi.me/cjam3 B i l l M u r r a y – G ro u n d h o g D a y
  25. 25. @tonw | @onlinedialogue http://ondi.me/cjam3 B i l l i s d o i n g i t – t h e u l t i m a t e w a y
  26. 26. @tonw | @onlinedialogue http://ondi.me/cjam3 T h e y c a n ’t l e a r n l i k e t h a t
  27. 27. @tonw | @onlinedialogue http://ondi.me/cjam3 A l i v e l o n g A / B - t e s t – o n l i n e y o u c a n! Winner!! Variation B! Variation A! Default!
  28. 28. @tonw | @onlinedialogue http://ondi.me/cjam3 I s t a r t e d w i t h s o m e s m a l l c h a n g e s … A n d i t w o r k e d l e s s a n d l e s s. .
  29. 29. @tonw | @onlinedialogue http://ondi.me/cjam3 O n w i t h t h e “D r a m a t i c c h a n g e s ” B u t … W h y d i d t h e w i n n e r w i n ?
  30. 30. @tonw | @onlinedialogue http://ondi.me/cjam3 H o w d o e s B i l l fi n a l l y w i n A n d i e? F ro m r a t i o t o e m o t i o n
  31. 31. @tonw | @onlinedialogue http://ondi.me/cjam3 Why is your visitor here?
  32. 32. @tonw | @onlinedialogue http://ondi.me/cjam3 How can you help your visitor to fullfil his needs?
  33. 33. @tonw | @onlinedialogue http://ondi.me/cjam3 I t ’s n o t a b o u t c o n v e r s i o n o p t i m i z a t i o n A n d t o k n o w w h i c h p e r s u a s i o n t e c h n i q u e s w o r k i n w h a t s i t u a t i o n I t ’s a b o u t l e a r n i n g h o w t o s e r v e y o u r v i s i t o r s!
  34. 34. @tonw | @onlinedialogue http://ondi.me/cjam3 H e re ’s t h e t r a i n i n g p ro g r a m o n t h a t!
  35. 35. @tonw | @onlinedialogue http://ondi.me/cjam3 H o w t o l e a r n t o m a s t e r t h e O n l i n e D i a l o g u e F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Find  
  36. 36. @tonw | @onlinedialogue http://ondi.me/cjam3 L e t ’s s t a r t : F i l t e r & A n a l y z e F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  37. 37. @tonw | @onlinedialogue http://ondi.me/cjam3 F re o . n l: m o re l i f t i n l o a n a p p l i c a t i o n s Fi l t e r & An a l y z e +14% applications
  38. 38. @tonw | @onlinedialogue http://ondi.me/cjam3 M o n e Yo u . n l: u p l i f t i n n e w s a v i n g a c c o u n t s Fi l t e r & An a l y z e +23% accounts
  39. 39. @tonw | @onlinedialogue http://ondi.me/cjam3 An a l y t i c s d e m a n d Number of analysts Demand
  40. 40. @tonw | @onlinedialogue http://ondi.me/cjam3 H o w t o fi n d a g o o d a n a l y s t? To u r i s t i n S t o c k h o l m
  41. 41. @tonw | @onlinedialogue http://ondi.me/cjam3 D o i n g t h e b o a t t r i p You d o n ’t l i k e t h e E u ro ?
  42. 42. @tonw | @onlinedialogue http://ondi.me/cjam3 D a m n, n o g o o d i n t e r n e t c o n n e c t i o n, I n e e d 3 G T h e o b v i o u s
  43. 43. @tonw | @onlinedialogue http://ondi.me/cjam3 L a s t n i g h t G re a t p r i c e i d e a, o r j u s t a j o k e ?
  44. 44. @tonw | @onlinedialogue http://ondi.me/cjam3 A n d h e y W h y i s n u m b e r 6 i n E n g l i s h ?
  45. 45. @tonw | @onlinedialogue http://ondi.me/cjam3 Fre o . n l: s u r v e y t o u n d e r s t a n d v i s i t o r n e e d s Fi l t e r & An a l y z e Significant more applications Survey invitation vs. no survey invitation winner
  46. 46. @tonw | @onlinedialogue http://ondi.me/cjam3 A n d n o w : C re a t e & Te s t F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  47. 47. Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Driven Data Dr ata Driven Data Driven Data Driven Data Driven Data Driven Data Data Driven Data Drive Data D Data Driven Data Driven @ To n W Data Driven
  48. 48. rsuasion Psychologist @ B a r t S Persuasion Psychologist Persuasion Psychologist Persuasion Psycholog Persuasion Psycholo Persuasion Psychologist on Psychologist Psychologist PersuasioPsychologist Persuasion Ps Persuasion Psyc suasion Psychologist Psychologist
  49. 49. Data Driven Persuasion Psychology = CRO Magic +
  50. 50. w w w. W h e e l o f P e r s u a s i o n . c o m
  51. 51. @tonw | @onlinedialogue http://ondi.me/cjam3 w w w. W h e e l o f P e r s u a s i o n . c o m T h e W h e e l o f P e r s u a s i o n @barts | @tonw | @onlinedialogue http://ondi.me/chicago Temporary Access Code: “dido” (valid until Thursday)
  52. 52. @tonw | @onlinedialogue http://ondi.me/cjam3 A u t o n o m y" Va n d e r Va l k c o n v e r s i o n l i f t Cre a t e & Te s t Autonomy:  “Let  your  customer  think  he’s  free  in  his  choices”   +25% sales
  53. 53. @tonw | @onlinedialogue http://ondi.me/cjam3 B u t. . s a m e t e s t " Va k a n t i e v e i l i ng e n . n l ( D u t c h t r a v e l a u c t i o n w e b s i t e ) C re a t e & Te s t Urgency:  “When  we’re  in  a  hurry,  we  love  to  be  guided”   Significant more submits, but.. Less registrations
  54. 54. @tonw | @onlinedialogue http://ondi.me/cjam3 C h o i c e P a r a d o x " M o ne Yo u C a l l - t o - Ac t i o n t e s t o n p ro d u c t d e t a i l p a g e C re a t e & Te s t Choice  Paradox:  “We  love  a  few,  but  not  to  many  op@ons”   +16% accounts + 2 5 4 % c l i c k s ( o n C TA a r e a )
  55. 55. @tonw | @onlinedialogue http://ondi.me/cjam3 R e s p o n s e e f fi c a c y" K r a s . n l t r a v e l b o o k i n g f o r m s a l e s u p l i f t C re a t e & Te s t Response  efficacy:  “We’re  more  likely  to  act  when  we  believe  it  will  actually  have  the  desired  effect”   +18% sales
  56. 56. @tonw | @onlinedialogue http://ondi.me/cjam3 A m b i g u i t y a v e r s i o n " F re o . n l : m o re a p p l i c a t i o n s f ro m t h e a p p l i c a t i o n f o r m C re a t e & Te s t Ambiguity  Aversion:  “We  prefer  op@ons  that  are   certain”   +10% applications
  57. 57. @tonw | @onlinedialogue http://ondi.me/cjam3 V i s u e l c u e : " H o t e l Sc h i p h o l – a i r p or t h o t e l h o m e p a g e – s c ro l l p ro m o t i o n C re a t e & Te s t Visual  Cueing:  “Our  aCen@on  is  very  easily  influenced”   -23% bouncerate + significant sales
  58. 58. @tonw | @onlinedialogue http://ondi.me/cjam3 C o n c e p t u a l C o n t r a s t : " On l i n e Op t i m i z e r s . e u An a l y t i c s & C o n v e r s i o n – j o b p o s t i n g s C re a t e & Te s t Ugly  Brother:  “The  way  things  are  stated  or  portrayed,  highly  influences  our  choices”   Almost everyone chooses the maximum package
  59. 59. @tonw | @onlinedialogue http://ondi.me/cjam3 Te s t d o n e ? A n a l y z e ! F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  60. 60. @tonw | @onlinedialogue http://ondi.me/cjam3 K r a s . n l f ro m mo s t s o l d t o a l a s t m i n u t e l i s t " (s a m e p ro d u c t s i n t h e l i s t ) A n a l y z e +58% conversions B u t n o s i g n i fi c a n t t u r n o v e r d i ff e r e n c e
  61. 61. @tonw | @onlinedialogue http://ondi.me/cjam3 B a nk i n g : w h a t i s y o u r i n t e re s t r a t e p o s i t i o n? A n a l y z e Winner when number 1 Winner when not number 1
  62. 62. @tonw | @onlinedialogue http://ondi.me/cjam3 P ro d uc t p a g e s : C TA c o l o r ? A n a l y z e Monday winner Saturday winner
  63. 63. @tonw | @onlinedialogue http://ondi.me/cjam3 K r a s . n l: n e w & re t u r n i n g v i s i t o r d i ff e re n c e s" C at e g o r y ov e r v i e w p a g e – w h i c h o n e h a s m o re c o n v e r s i o n s? A n a l y z e Returning visitor winner New visitor winner
  64. 64. @tonw | @onlinedialogue http://ondi.me/cjam3 E s s e n t B e l g i u m: l a n d i n g p a g e t e s t " W i t h o r w i t h o u t s o c i a l b u t t o n s m o re l e a d s? A n a l y z e Returning visitor winner New visitor winner
  65. 65. @tonw | @onlinedialogue http://ondi.me/cjam3 C o m b i n e & Te l l F a c t & A c t &                      Tell              Combine                  Analyze                      Test                  Create                  Analyze              Filter  
  66. 66. @tonw | @onlinedialogue http://ondi.me/cjam3 C R O b e c o m e s C u s t o m e r I n t e l l i g e n c e C o m b i n e & Te l l @barts | @tonw | @onlinedialogue http://ondi.me/chicago Conversion)Op,miza,on) Market'Research'
  67. 67. @tonw | @onlinedialogue http://ondi.me/cjam3 Te l e g r a a f . n l: b i g g e s t D u t c h n e w s p a p e r" fir s t c o o k i e c o n c e p t : a l m o s t 1 0 0 % o p t - i n C o m b i n e & Te l l
  68. 68. @tonw | @onlinedialogue http://ondi.me/cjam3 Te l e g r a a f . n l: b i g g e s t D u t c h n e w s p a p e r" fir s t c o o k i e c o n c e p t : a l m o s t 1 0 0 % o p t - i n C o m b i n e & Te l l
  69. 69. @tonw | @onlinedialogue http://ondi.me/cjam3 B a s e o n c u s t o m e r i n t e l l i g e n c e: " w e l o v e d t o b e c h a l l e n g e d C o m b i n e & Te l l We won J
  70. 70. @tonw | @onlinedialogue http://ondi.me/cjam3 E v e r g ro w i ng o u r c u s t o m e r k n o w l e d g e 3 y e a r s o f b e i n g a p a r t n e r
  71. 71. @tonw | @onlinedialogue http://ondi.me/cjam3 I t ’s n o t a b o u t c o n v e r s i o n o p t i m i z a t i o n A n d t o k n o w w h i c h p e r s u a s i o n t e c h n i q u e s w o r k i n w h a t s i t u a t i o n I t ’s a b o u t l e a r n i n g h o w t o s e r v e y o u r v i s i t o r s!
  72. 72. @tonw | @onlinedialogue http://ondi.me/cjam3 S o y o u w i l l e v e n t u a l l y w i n L i k e B i l l 
  73. 73. @tonw | @onlinedialogue http://ondi.me/cjam3 An d y o u r o n l i n e t e a m w i l l e v e n o u t p e r f o r m t h e l o c a l s a l e s h e ro !
  74. 74. @tonw | @onlinedialogue http://ondi.me/cjam3 T h a n k s f o r l i s t e n i n g S e e y o u n e x t y e a r @tonw OnlineDialogue.com OnlineOptimizers.eu

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