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[Elite Camp 2016] Marie Polli - Taking Your Customers on a Journey That Matches Their Expectations

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Each page of yours sales funnel has a purpose - it’s part of your customers’ journey. You don’t want to confuse people by trying to cross sell a similar product to them in the shopping cart and you don’t want to keep them away by having a really weird homepage. This session will do a walk through of the do-s and don’t-s of the key steps of your sales funnel.

Published in: Marketing
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[Elite Camp 2016] Marie Polli - Taking Your Customers on a Journey That Matches Their Expectations

  1. 1. Creating a Journey that Meets Your Customers Expectations
  2. 2. Best practices
  3. 3. Place the CTA in the above the fold1
  4. 4. Not good with complex products or services.
  5. 5. Add a video2
  6. 6. If it’s not helping it’s distraction
  7. 7. Create urgency3
  8. 8. WHY?
  9. 9. Best practices
  10. 10. Just because it worked out great for someone else doesn’t mean it will work out great for you.
  11. 11. , use it
  12. 12. Journey that meets YOUR CUSTOMERS' EXPECTATIONS
  13. 13. Exaggerated expectation
  14. 14. We’re DISAPPOINTED when OUR EXPECTATIONS ARE NOT MET
  15. 15. You want to buy underwear
  16. 16. You want to go to a festival
  17. 17. You’ll soon run out of gas
  18. 18. We’re even MORE DISAPPOINTED if OUR EXPECTATIONS ARE NOT MET ONLINE
  19. 19. online = easy to use
  20. 20. We’re used to thinking about our website in terms of a funnel , but that’s just a form of measuring its performance. Journey that meets YOUR CUSTOMERS EXPECTATIONS
  21. 21. We’re used to thinking about our website in terms of a funnel , but that’s just a form of measuring its performance. EXPECTATIONS DIFFER for every step of the funnel
  22. 22. value proposition
  23. 23. search navigation quick access to main categories
  24. 24. Value proposition Help me find the right product ‣ search ‣ navigation ‣ quick access to main categories
  25. 25. categories
  26. 26. filters
  27. 27. sort options
  28. 28. product images
  29. 29. short product descriptions
  30. 30. search
  31. 31. Help me find the right product I need ‣ categories ‣ filters ‣ sort options ‣ product images ‣ short product descriptions ‣ search
  32. 32. option to buy
  33. 33. product description large images dimensions product description care instruction product reviews
  34. 34. shipping info delivery info
  35. 35. online or phone support
  36. 36. cross-sell
  37. 37. Option to buy Complete product info ‣ product description ‣ motivating large pictures ‣ product weight/dimensions/size ‣ product ingredients/material ‣ reviews Answer relevant questions ‣ shipping & delivery ‣ support Cross-sell
  38. 38. clear order review Your purchase qualifies for free shipping
  39. 39. Your purchase qualifies for free shipping payment options payment options
  40. 40. Your purchase qualifies for free shipping upsell
  41. 41. Clean order review Proceed to payment option Up-sell
  42. 42. support support less distraction
  43. 43. 2 clear ways for moving forward
  44. 44. security Clean UX with clear instructions progress bar order summary
  45. 45. security Clean UX with clear instructions progress bar order summary
  46. 46. security Clean UX with clear instructions progress bar order summary security
  47. 47. Security UX Speed A sense of security also comes from familiarity.
  48. 48. Every website contains MULTIPLE JOURNEYS
  49. 49. Thank you! Make your customers happy. Meet their expectations.

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