Conversion rate optimization roadmap

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Presentation on conversion rate optimization methodology for TCD 2010 (April 28th), the Netherlands. Presented by Bart Schutz and Ton Wesseling of Online Dialogue.

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Conversion rate optimization roadmap

  1. 1. Meer rendement uit online bezoekers Utrecht, April 28th 2010, 13:30 Strategy, Roadmap, Design and Optimization of customer dialogues
  2. 2. Index A customer dialogue The dialogue model Current online dialogues Conversion optimization roadmap
  3. 3. Build up groups of customer profiles segmented on their behavioral influencers and collect the knowledge of how to communicate with them
  4. 4. The local bakery store
  5. 5. Still sells like we did 300 years ago 26/60
  6. 6. 5 million years ago We had communication 35/60
  7. 7. 400.000 years ago We invented ʻverbalʼ 35/60
  8. 8. 555 years ago 35/60
  9. 9. 100 years ago 35/60
  10. 10. 80 years ago 35/60
  11. 11. From 1 to many Masscommunication 28/60
  12. 12. The Web connections 1-on-1 dialogues 32/60
  13. 13. Everyone is connected 37/60
  14. 14. The web is like a small village… 36/60
  15. 15. Dialogues…
  16. 16. Company
goals
 €€€








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

 phase
 channel
 theory © http://onlinedialogue.com icons © http://dryicons.com Tuning the conversation
  17. 17. Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Management
 Knowledge
 Behavior
 Behavior
 Employees
 ACtude
 Mul9
 Mul9
 Mul9‐
 Personality
 Tools
 purpose

 phase
 channel
 Internal

 Methodologies
 Mood
 influencers
 Internal
 Internal
 Focus
/
scope
 influencers
 Context
 influencers
 External
influencers
 Compe9tors
 Media
 Social
environment
 theory © http://onlinedialogue.com icons © http://dryicons.com Based on internal and external influencers
  18. 18. Become a winner through analyzing (historical) behaviour and tuning the conversation
  19. 19. Structurize conversion optimization
  20. 20. Structuring
 A) Analysis
 B) Roadmap
&
Dashboard
 - 
Conversion
op9miza9on
 1) Mass
 2) Segments
 3) Dynamic
 4) 1‐on‐1

  21. 21. A) Analysis
  22. 22. Organisa(onal
maturity
 Management
 4
 3
 Objec9ves
 2
 Employees
 1
 0
 Goals
 Tools
 Methodology
 A.1) Organisational analysis
  23. 23. Current
online
dialogues
 Analytics research Expert review A.2) Online Dialogue analysis
  24. 24. Consumer
insights
maturity
 Goals
 4
 3
 Context
 2
 Knowledge
 1
 0
 Mood
 ACtude
 Personality
 A.3) Customer insights analysis
  25. 25. Structuring
 A) Analysis
 B) Roadmap
&
Dashboard
 - 
Conversion
op9miza9on
 1) Mass
 2) Segments
 3) Dynamic
 4) 1‐on‐1

  26. 26. B) Roadmap & dashboard
  27. 27. Conversion
op(miza(on
roadmap
 Management
 Goals
 4
 4
 3
 Effort-gain Context
 3
 Knowledge
 Objec9ves
 2
 Employees
 2
 1
 1
 0
 0
 Goals
 Tools
 Mood
 ACtude
 Methodology
 Personality
 B1) Optimization roadmap
  28. 28. Lag
dimensions
 Financial
goals
 3) 
To
reach
their
targets
 Customer
goals
 Lead
dimensions
 2) 
Have
online
(cross‐ Organisa9e
 Organisa9e
 channel)
dialogues
 Acquisition / sales dialogue Retention dialogue Organisa9on
 Client
/
prospect
 1) 
Organisa9on
and
 client
/
prospect
 B2) Dashboard theory
  29. 29. B2) Dashboard example
  30. 30. Optimization
  31. 31. 1996
  32. 32. 2003
  33. 33. 2010
  34. 34. 1997
  35. 35. 2003
  36. 36. 2010
  37. 37. 1996
  38. 38. 2004
  39. 39. 2010
  40. 40. 1999
  41. 41. 2002
  42. 42. 2005
  43. 43. 2010
  44. 44. In 15 years We grew from a Push web publication to a Rich user internet… … but still pushed web publication
  45. 45. Company
goals
 €€€









 Customer
goals
 Company
 Prospect
/
client
 Management
 Knowledge
 Behavior
 Behavior
 Employees
 ACtude
 Mul9
 Mul9
 Mul9‐
 Personality
 Tools
 purpose

 phase
 channel
 Internal

 Methodologies
 Mood
 influencers
 Internal
 Internal
 Focus
/
scope
 influencers
 Context
 influencers
 External
influencers
 Compe9tors
 Media
 Social
environment
 theory © http://onlinedialogue.com icons © http://dryicons.com Every visitor has a different need!
  46. 46. 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
  47. 47. Webanalytics & CRM data
  48. 48. All weʼve got is just a tool? 50
  49. 49. Which reports about KPIʼs & trends 51
  50. 50. Why? 52
  51. 51. Does it generate actionable insights? 53
  52. 52. What is the (micro)goal of the dialogue? 54
  53. 53. Do you give answers to visitor questions? 55
  54. 54. Where did the visitor click on? Where did the visitor search for? Where did the visit stop? Why did the visit stop?
  55. 55. 1)
Mass
 Webanalytics Dissatisfiers - satisfiers Feedback / Why What Why Effort Wish Show shipping rates up To reduce funnel drop out becuase 4
 7 front of late shown rates Show more pictures of Visitor wants to see every side of 6 5 product the product Show clear visual proof of Visitors canʼt see the current 2 6 shopping cart addings feedback clearly Skip obligated login Not everyone wants an account 7 10 ........ ......... ... ...
  56. 56. User session replays (Clicktale) 58
  57. 57. Form analysis (Clicktale) 59
  58. 58. Feedback analytics (Kampyle.com) 60
  59. 59. Talk with your customer! 61
  60. 60. Try to find out why your prospect is NOT buying your product
  61. 61. Take away the unique NON buying reasons
  62. 62. Hypot hesis Alternative Optimization process
  63. 63. 2)
Segments
 Behavior analytics Page optimization Static insights / what
  64. 64. User surveys (Surveymonkey) 66
  65. 65. User testing (Usabilla) 67
  66. 66. Look outside your window People read and write! 68
  67. 67. Competitive and social intelligence (the web!) 69
  68. 68. 3)
Dynamic
 CMS control Targeting Behavior insights To know why visitors show certain behavior
  69. 69. Now you need this…?
  70. 70. Or? The webmasters can do it for free! (BTBuckets)
  71. 71. Hypot hesis Alternative Optimization process
  72. 72. Profiles Behavioral data !
  73. 73. Build up groups of customer profiles segmented on their behavior and collect the knowledge of how to communicate with them
  74. 74. Free segmented testing… The webmaster does! (BTBuckets)
  75. 75. And if you donʼt get HTML code….
  76. 76. Your toolbox… …will be able to do this someday soon
  77. 77. 4)
1‐on‐1
 CRM control Predictive Relational insights Future development
  78. 78. 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
  79. 79. Conversion
op(miza(on
roadmap
 Management
 Goals
 4
 4
 3
 Effort-gain Context
 3
 Knowledge
 Objec9ves
 2
 Employees
 2
 1
 1
 0
 0
 Goals
 Tools
 Mood
 ACtude
 Methodology
 Personality
 Organization maturity & CRM knowledge
  80. 80. Just like him…
  81. 81. Invite us for a business talk: www.onlinedialogue.nl info@onlinedialogue.nl Tel: +3130 4100 170 @onlinedialogue @tonwesseling @barts

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