Presentatie Ton Wesseling MIE 2013

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Presentatie Ton Wesseling MIE 2013

  1. 1. Guiding you to digital maturity!Continue optimalisatie!!“Middels A/B-testen richting deverleidende dialoog”!MIE, Den Haag, 7 februari 2013!Ton Wesseling (@tonwesseling)!Contact: Ton Wesseling – 030 4100 172 – ton@onlinedialogue.com!
  2. 2. Guiding you to digital maturity!Onderzoeken! Organiseren! Optimaliseren!
  3. 3. Klanten!Onderzoeken! Organiseren! Optimaliseren!
  4. 4. Guiding you to digital maturity!De komende 45 minuten gaan we het hebben over:!!  Dialogen op internet!  De online dialoog toolkit!  Optimalisatie cases!  Persuasion technieken!  Het optimalisatie proces!
  5. 5. Slide bakery store!
  6. 6. The dialogue! Your  offer   Visitor  needs   €€€                     Company  needs   Customer   You   Mul7   Mul7   Mul7-­‐   purpose     phase   channel   Compe7tors   Media   Social   icons © http://dryicons.com theory © http://onlinedialogue.com
  7. 7. Online we can only see behavior! Your  offer   Visitor  needs   €€€                     Company  needs   Percep7on   Customer   You   Emo7on   Applica7on   Ra7o   Behavior   Mul7   Mul7   Mul7-­‐   Internal     purpose     phase   channel   Needs   influencers   Memory   Compe7tors   Media   Social   icons © http://dryicons.com theory © http://onlinedialogue.com Complex isn’t it?!
  8. 8. Slide bakery store!Many, many, many years of experience! in (non) verbal communication!
  9. 9. The bakery shop against the web! Unlimited  customers   Low  Quality   High  Quality   Dialogues   Dialogues   No  customers   Quantity vs. quality!
  10. 10. Dialogue quality improvement! Leads to results!
  11. 11. I joined the web 16 years ago! To create things!
  12. 12. The log file business! Looking for insights!
  13. 13. To end those long meetings  
  14. 14. What should we do?   this   that  
  15. 15. Very though IT stuff! Inflexible toolkit!
  16. 16. Yes!!
  17. 17. Your toolkit is fully equiped!!
  18. 18. We can measure and improve! Your  offer   Visitor  needs   €€€                     Company  needs   Knowledge   Customer   You   ALtude   Applica7on   Personality   Behavior   Mul7   Mul7   Mul7-­‐   Internal     purpose     phase   channel   Profile   influencers   Context   Compe7tors   Media   Social   icons © http://dryicons.com theory © http://onlinedialogue.com
  19. 19. 5 Main Dialogue fields! Your  offer   Offer! Visitor  needs   €€€                     Company  needs   Knowledge   Customer   You   ALtude   Applica7on   Personality   Behavior   Customer! Dialogue! You! Mul7   Mul7   Mul7-­‐   Internal     purpose     phase   channel   Profile   influencers   Context   Compe7tors   Media   Social   Enviroment! icons © http://dryicons.com theory © http://onlinedialogue.com
  20. 20. Going and going and going! Continious optimization!
  21. 21. Use a tool where you want it! Qubit Opentag: targeted tag management!
  22. 22. Multitasking!Qubit Opentag: targeted tag management!
  23. 23. Follow a user session! Google Analytics: visitor flow report!
  24. 24. Google Analytics: visitor flow report! See behavior from people you don’t serve!
  25. 25. See a user session! Clicktale.com: mouse & keyboard behavior!
  26. 26. Replay every conversation you had!Clicktale.com: mouse & keyboard behavior!
  27. 27. User happiness feedback! 4qsurvey.com: answers injected in analytics!
  28. 28. Did you like my bread?!4qsurvey.com: answers injected in analytics!
  29. 29. Product review API!Yelp: what do they think about whatever product?!
  30. 30. What kind of products should I sell? !Yelp: what do they think about whatever product?!
  31. 31. Target based on historic profile! Personyze.com: every detail you can think of!!
  32. 32. I remember you!Personyze.com: every detail you can think of!!
  33. 33. How much engaged is someone?! Facebook.com: your identity provider!
  34. 34. I know who you are!Facebook.com: your identity provider!
  35. 35. Competitive intelligence API! Mozenda.com: website info to database!
  36. 36. I know your options!Mozenda.com: website info to database!
  37. 37. Social Environment API! Topsy.com: most shared URL’s!
  38. 38. Topsy.com: most shared URL’s! I know what’s hot!
  39. 39. On the fly landing page creation! Unbounce.com: instant landing pages!
  40. 40. I open up new opportunities fast!Unbounce.com: instant landing pages!
  41. 41. Drag and drop AB testing! Visualwebsiteoptimizer.com: change with a click!
  42. 42. I can refurniture my store in a minute! Visualwebsiteoptimizer.com: change with a click!
  43. 43. All the tools are in place! User flows! Feedback! User sessions! Reviews! Tag management! CRM targeting! Content Social identity! platforms! Drag and drop! Scraping! Aggregating! To be fast and flexible, to analyse and optimize!
  44. 44. Slide bakery store!To become as good, or even better as him…!
  45. 45. Which Test Won Awards !CC: http://www.flickr.com/photos/michaelroper/2618105/!
  46. 46. Ronde 1: Univé autoverzekeringen! Kenteken widget op de pagina!
  47. 47. Ronde 1: Univé autoverzekeringen! Zonder kenteken widget!
  48. 48. Meer verkopen met?! Met kenteken widget! Zonder kenteken widget!
  49. 49. Hoeveel verschil?! Met kenteken widget! Zonder kenteken widget!
  50. 50. Ronde 1: Univé autoverzekeringen! Met kenteken widget! Zonder kenteken widget!
  51. 51. Ronde 2: Kras.nl homepage! Pagina inclusief “mijn boeking”!
  52. 52. Ronde 2: Kras.nl homepage! Pagina zonder “mijn boeking”!
  53. 53. Meer verkopen met?! Met “mijn boeking”! Zonder “mijn boeking”!
  54. 54. Hoeveel verschil?! Met “mijn boeking”! Zonder “mijn boeking”!
  55. 55. Ronde 2: Kras.nl homepage! Met “mijn boeking”! Zonder “mijn boeking”!
  56. 56. Ronde 3: Freo.nl homepage! Lening oversluiten als default tool!
  57. 57. Ronde 3: Freo.nl homepage! Kosten lening berekenen als default tool!
  58. 58. Meer verkopen met?! Lening oversluiten! Kosten lening!
  59. 59. Hoeveel verschil?! Lening oversluiten! Kosten lening!
  60. 60. Ronde 3: Freo.nl homepage! Lening oversluiten! Kosten lening!
  61. 61. Ronde 4: Kras.nl reispagina! Bezoeker laten landen op prijzenoverzicht!
  62. 62. Ronde 4: Kras.nl reispagina! Bezoeker laten landen op accommodatie info!
  63. 63. Meer verkopen met?!Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!
  64. 64. Hoeveel verschil?!Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!
  65. 65. Ronde 4: Kras.nl reispagina!Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!
  66. 66. Ronde 5: MoneYou productpagina! Call to Action: aanvragen!
  67. 67. Ronde 5: MoneYou productpagina! Call to Action: informatie + aanvragen!
  68. 68. Meer verkopen met?! Call-to-action: aanvragen! Informatie + aanvragen!
  69. 69. Hoeveel verschil?! Call-to-action: aanvragen! Informatie + aanvragen!
  70. 70. Ronde 5: MoneYou productpagina! Call-to-action: aanvragen! Informatie + aanvragen!
  71. 71. Persuasion techniques!
  72. 72. Persuasion techniques! Categorized!
  73. 73. The wheel of persuasion!
  74. 74. The wheel of persuasion!
  75. 75. Autonomy!
  76. 76. Anchoring & adjustments! g:   Anc highhorin ,       Start e  down   ov th an  m
  77. 77. Contrast effect! “The ugly brother”!
  78. 78. ! !Your own Groundhog Day!
  79. 79. Online kun je echt goed toetsen! Default! Variation A! Variation B! Winner!! AB testing!
  80. 80. Continuous improvement! Hypot hesis! Alternative! Optimization process!
  81. 81. The team! Market eer! Hypot hesis! Designers! Alternative! Optimization process!
  82. 82. SAMEN! S! A! M! E! N! startreden! analyseren! maken! evalueren! navertellen!
  83. 83. Let op de evolutie cirkel!! Theory: © http://onlinedialogue.com!
  84. 84. Samengevat! Bedrijfsdoelen   €€€                     Klantdoelen   Bedrijf   Bezoeker   Internal     Op7malisa7e   Medewerkers   BehoeWe   influencers   Gedrag   Tools   Verwach7ng   Methode   Triggers   Wat zoekt men, wat verwacht men?! en hoe kunnen we ze verleiden?! icons © http://dryicons.com
  85. 85. Dit willen we bereiken! Build up groups of customer profiles! segmented on their behavior! and collect the knowledge of! how to communicate with them!
  86. 86. Long term ROI! You start to initiate a dialogue optimization team!!
  87. 87. Slide bakery store!To become as good, or even better as him…!
  88. 88. Guiding you to digital maturity!Contact:! ondi.   Ton Wesseling! www.onlinedialogue.com! info@onlinedialogue.com! Tel: +3130 4100 170! Analyze, Organize & Optimize! @onlinedialogue @tonwesseling!

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