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“Conversion optimization”
February 9th 2010, 19:30


Strategy, design, development and optimization 

                    ...
Index
       A customer dialogue
       The dialogue model
       Current online dialogues


Conversion optimization roadm...
The local bakery store
Still sells like we did 300 years ago




                                    26/60
5 million years ago




              We started communicating
                                     35/60
400.000 years ago




                     35/60
555 years ago




                 35/60
100 years ago




                 35/60
80 years ago




                35/60
From 1 to many




Masscommunication
                   28/60
The Web

  1-on-1

connections

 dialogues


              32/60
Everyone is connected




                         37/60
The web is like a small village…




                           36/60
Dialogues…
Company
goals
                                €€€









                     Customer
goals



      Company
         ...
Company
goals
                                €€€









                     Customer
goals



      Company
         ...
Become a winner

   through analyzing (historical) behaviour

      and tuning the conversation
1996
2003
2010
1999
2002
2005
2010
1997
2003
2010
1996
2004
2010
2001
2010
In 15 years
        We grew from a
        Push web publication to a
        Rich user internet…


… but still pushed web ...
logic




                              slow
                        fast




                                           e...
Donʼt use the same sign up form

                         Introduction
                             page




Product page ...
We need to do more with the data
What data?




              picture ©http://www.kaushik.net
Webanalytics & CRM data
All weʼve got is just a tool?
40
Which reports about KPIʼs & trends
41
Why?
42
Does it generate actionable insights?
43
What is the (micro)goal of the dialogue?
44
Do you give answers to visitor questions?
45
Report on goals, funnels and (micro)conversions
46
Conversion optimization roadmap

                                                       1
  Dialogue       •  Web analytic...
Dialogue mapping

 Company
goals
                        €€€









                     Customer
goals



Company
    ...
What does the visitor click on?

    Where did the visitor search for?

         Where did the visit stop?

             W...
User session replays (Clicktale)
50
Form analysis (Clicktale)
51
Feedback analytics (Kampyle.com)




52
Talk with your customer!




53
Conversion optimization roadmap

                                                       2
  Dialogue       •  Web analytic...
Mass optimization




                2
Try to find out why your prospect




     is NOT buying your product
Take away the

unique NON buying reasons
Competitive and social intelligence (Radian6)
58
Competitive and social intelligence (free)
59
User surveys (Surveymonkey)
60
User testing (Usabilla)
61
Eyetracking study by Stefan Wobben, Concept7




      Conventions – just 1 out of hundreds
62
Jorden Lentze, ABN AMRO E-channels




      Yes it works…
63
Conversion optimization roadmap

                                                       3
  Dialogue       •  Web analytic...
Targeted content




                3
Just an old test…

             Results


+27.8% [15.0% : 40.7%]


  Control
               Best
The insights…




                 Monday
67
The insights…




                 Saturday
68
Behavioral targeting variables




                            © http://www.omniture.com
Look outside your window




          People read and write!
70
Now you need this…?
Or?




The webmasters can do it for free! (BTBuckets)
Conversion optimization roadmap

                                                       4
  Dialogue       •  Web analytic...
Prospect
/
client


           Hypothesis
                Knowledge


                                      ACtude


     ...
Dialogue optimization 




                  4
Profiles
 Behavioral data




                    4
Build up groups of customer profiles

    segmented on their behavior

         and collect the knowledge of

             ...
Free segmented testing…




The webmaster does! (BTBuckets)
And if you donʼt get HTML code….
Your toolbox…




…will be able to do this someday soon
Conversion optimization roadmap


  Dialogue       •  Web analytics
  mapping
       •  User Feedback

    Mass         • ...
Donʼt use the same sign up form

                         Introduction
                             page




Product page ...
Just like him…
Invite us for a business talk:

           www.onlinedialogue.nl
           info@onlinedialogue.nl
           Tel: +3130 4...
Conversion Optimization Roadmap - Online Dialogue
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Conversion Optimization Roadmap - Online Dialogue

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Keynote from Online Tuesday on February 9th 2010, Amsterdam by Bart Schutz (@barts) and Ton Wesseling (@tonwesseling) from Online Dialogue (@onlinedialogue).

Published in: Business, Technology, Design

Conversion Optimization Roadmap - Online Dialogue

  1. 1. “Conversion optimization” February 9th 2010, 19:30 Strategy, design, development and optimization of customer dialogues
  2. 2. Index A customer dialogue The dialogue model Current online dialogues Conversion optimization roadmap
  3. 3. The local bakery store
  4. 4. Still sells like we did 300 years ago 26/60
  5. 5. 5 million years ago We started communicating 35/60
  6. 6. 400.000 years ago 35/60
  7. 7. 555 years ago 35/60
  8. 8. 100 years ago 35/60
  9. 9. 80 years ago 35/60
  10. 10. From 1 to many Masscommunication 28/60
  11. 11. The Web 1-on-1 connections dialogues 32/60
  12. 12. Everyone is connected 37/60
  13. 13. The web is like a small village… 36/60
  14. 14. Dialogues…
  15. 15. Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Behavior
 Behavior
 Mul9
 Mul9
 Mul9‐
 purpose

 phase
 channel
 theory © http://onlinedialogue.com icons © http://dryicons.com Targets & happiness Tuning the conversation
  16. 16. Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Behavior
 Behavior
 Knowledge
 Mul9
 Mul9
 Mul9‐
 ACtude
 purpose

 phase
 channel
 Personality
 Internal
 Internal

 influencers
 Context
 influencers
 External
influencers
 Compe9tors
 Media
 Social
environment
 theory © http://onlinedialogue.com icons © http://dryicons.com All you see is behavior Caused by 4 internal and 3 external influencers
  17. 17. Become a winner through analyzing (historical) behaviour and tuning the conversation
  18. 18. 1996
  19. 19. 2003
  20. 20. 2010
  21. 21. 1999
  22. 22. 2002
  23. 23. 2005
  24. 24. 2010
  25. 25. 1997
  26. 26. 2003
  27. 27. 2010
  28. 28. 1996
  29. 29. 2004
  30. 30. 2010
  31. 31. 2001
  32. 32. 2010
  33. 33. In 15 years We grew from a Push web publication to a Rich user internet… … but still pushed web publication
  34. 34. logic slow fast emotion picture ©http://www.keirsey.com/ Main psychological behavior profiles
  35. 35. Donʼt use the same sign up form Introduction page Product page A
 X
 Sign up page A Sign up page A2 for every single visitor
  36. 36. We need to do more with the data
  37. 37. What data? picture ©http://www.kaushik.net
  38. 38. Webanalytics & CRM data
  39. 39. All weʼve got is just a tool? 40
  40. 40. Which reports about KPIʼs & trends 41
  41. 41. Why? 42
  42. 42. Does it generate actionable insights? 43
  43. 43. What is the (micro)goal of the dialogue? 44
  44. 44. Do you give answers to visitor questions? 45
  45. 45. Report on goals, funnels and (micro)conversions 46
  46. 46. Conversion optimization roadmap 1 Dialogue •  Web analytics mapping •  User Feedback Mass •  Usability conventions optimization •  Funnel optimization Targeted •  Historical data content •  Business rules Dialogue •  Persuasion optimization •  Hypothesis testing theory © http://onlinedialogue.com
  47. 47. Dialogue mapping Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Behavior
 Behavior
 Mul9
 Mul9
 Mul9‐
 purpose

 phase
 channel
 1
  48. 48. What does the visitor click on? Where did the visitor search for? Where did the visit stop? Why did the visit stop?
  49. 49. User session replays (Clicktale) 50
  50. 50. Form analysis (Clicktale) 51
  51. 51. Feedback analytics (Kampyle.com) 52
  52. 52. Talk with your customer! 53
  53. 53. Conversion optimization roadmap 2 Dialogue •  Web analytics mapping •  User Feedback Mass •  Usability conventions optimization •  Funnel optimization Targeted •  Historical data content •  Business rules Dialogue •  Persuasion optimization •  Hypothesis testing theory © http://onlinedialogue.com
  54. 54. Mass optimization 2
  55. 55. Try to find out why your prospect is NOT buying your product
  56. 56. Take away the unique NON buying reasons
  57. 57. Competitive and social intelligence (Radian6) 58
  58. 58. Competitive and social intelligence (free) 59
  59. 59. User surveys (Surveymonkey) 60
  60. 60. User testing (Usabilla) 61
  61. 61. Eyetracking study by Stefan Wobben, Concept7 Conventions – just 1 out of hundreds 62
  62. 62. Jorden Lentze, ABN AMRO E-channels Yes it works… 63
  63. 63. Conversion optimization roadmap 3 Dialogue •  Web analytics mapping •  User Feedback Mass •  Usability conventions optimization •  Funnel optimization Targeted •  Historical data content •  Business rules Dialogue •  Persuasion optimization •  Hypothesis testing theory © http://onlinedialogue.com
  64. 64. Targeted content 3
  65. 65. Just an old test… Results +27.8% [15.0% : 40.7%] Control Best
  66. 66. The insights… Monday 67
  67. 67. The insights… Saturday 68
  68. 68. Behavioral targeting variables © http://www.omniture.com
  69. 69. Look outside your window People read and write! 70
  70. 70. Now you need this…?
  71. 71. Or? The webmasters can do it for free! (BTBuckets)
  72. 72. Conversion optimization roadmap 4 Dialogue •  Web analytics mapping •  User Feedback Mass •  Usability conventions optimization •  Funnel optimization Targeted •  Historical data content •  Business rules Dialogue •  Persuasion optimization •  Hypothesis testing theory © http://onlinedialogue.com
  73. 73. Prospect
/
client
 Hypothesis Knowledge
 ACtude
 Personality
 Internal
 Internal

 influencers
 Context
 influencers
 Analyze Test Structured testing Test your teams thoughts and learn!
  74. 74. Dialogue optimization 4
  75. 75. Profiles Behavioral data 4
  76. 76. Build up groups of customer profiles segmented on their behavior and collect the knowledge of how to communicate with them
  77. 77. Free segmented testing… The webmaster does! (BTBuckets)
  78. 78. And if you donʼt get HTML code….
  79. 79. Your toolbox… …will be able to do this someday soon
  80. 80. Conversion optimization roadmap Dialogue •  Web analytics mapping •  User Feedback Mass •  Usability conventions optimization •  Funnel optimization Targeted •  Historical data content •  Business rules Dialogue •  Persuasion optimization •  Hypothesis testing theory © http://onlinedialogue.com Start structured optimizing now!
  81. 81. Donʼt use the same sign up form Introduction page Product page A
 X
 Sign up page A Sign up page A2 for every single visitor
  82. 82. Just like him…
  83. 83. Invite us for a business talk: www.onlinedialogue.nl info@onlinedialogue.nl Tel: +3130 4100 170 @onlinedialogue @tonwesseling @barts

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