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How to compete against
The Big Ones
(Amazon, Zalando, IKEA etc.)
In the
World of E-commerce
Presented by Mogens Møller
CEO...
FlemmingBerit
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
@MogensMoeller mm@sleeknote.com@MogensMoeller #elitecamp2016
FlemmingBerit
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
CEO & Co-Founder
Mogens Møller
Engage your visitors and turn them to customers
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
“Danes are the happiest
people in the world”
United Nations World Happiness Report 2016
Winston
@MogensMoeller #elitecamp2016
@MogensMoeller mm@sleeknote.com@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
250moderated user tests (done by myself)
+Tons of mistakes
(done by myself)
@MogensMoeller #elitecamp2016
Order Receivers
Most ecommerce websites are simple
@MogensMoeller #elitecamp2016
Don’t be a stupid
order receiver
Help and guide your visitors to
find the right product
@MogensMoeller #elitecamp2016
If yo...
Don’t copy cases
Be inspired by principles
Ski vacation
@MogensMoeller #elitecamp2016
@MogensMoeller mm@sleeknote.com
Persona
@MogensMoeller #elitecamp2016
@MogensMoeller mm@sleeknote.com
The Stock Photo Trap
@MogensMoeller mm@sleeknote.com
@MogensMoeller mm@sleeknote.com
@MogensMoeller mm@sleeknote.com
@MogensMoeller mm@sleeknote.com
@MogensMoeller mm@sleeknote.com
Persona (simplified)
Facts
- Møller Byskov Family
- First time skiing with the kids
Needs a...
+19%uplift in bookings
#2
Know your customers…
and make real personas
@MogensMoeller #elitecamp2016
If you want to beat The Big Ones
Take Away #2
Know your customers
- What do your customers love?
- What do your customers hate?
- What is important to your customers?
-...
Know your customers
- What exact problem are you solving for your customers?
- What information do your customers need to ...
All skiers The Happy Stock Family A Real Family
with real needs and problems
@MogensMoeller #elitecamp2016
Scuba Diving Masks
#3
Try to create no-brainers
Assume your visitors are
always in a hurry
@MogensMoeller #elitecamp2016
If you want to beat ...
Inspire your visitors
and help them identify themselves,
their wife, kid etc. in your products
If you want to beat The Big...
Don’t copy cases
Be inspired by principles
Process
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
2) Telephone interviews with customers every quarter
@Mogen...
Process
- What do your customers love?
- What do your customers hate?
- What is important to your customers?
- What is not...
Process
1) Auto emails after new order with relevant questions
2) Telephone interviews with customers every quarter
www.gr...
Process
1) Auto emails after new order with relevant questions
2) Telephone interviews with customers every quarter
3) Use...
Process
1) Auto emails after new order with relevant questions
2) Telephone interviews with customers every quarter
3) Use...
Don’t be an order receiver!
Help, motivate and inspire
your visitors to make the right buying decision!
@MogensMoeller #el...
Thanks for
listening
mm@sleeknote.com
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
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[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce

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You can't compete with Amazon, Zalando, and the biggest ecommerce websites on price, delivery and return terms, large selection, usability, etc.

Because of that, some people might consider this a lost game! What else can you compete at?

I've done hundreds of user tests and customer interviews on ecommerce websites the last year. I've told users they need e.g. new shoes, a new washing machine, a new computer, new bedding, new toys for their kids etc. and started them at Google.

Most of the times, they don't end up buying at the biggest ecommerce websites. They end up buying at smaller niche ecommerce sites. Why? Because these sites truly understand their visitors, and they understand how to motivate them to make a buying decision.

In my presentation at Elite Camp I'll reveal how to beat these big websites by understanding how to motivate and upgrade your visitors and by competing on parameters where the big ones suck!

Published in: Marketing
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[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce

  1. 1. How to compete against The Big Ones (Amazon, Zalando, IKEA etc.) In the World of E-commerce Presented by Mogens Møller CEO at Sleeknote & CRO Specialist @MogensMoeller #elitecamp2016
  2. 2. FlemmingBerit @MogensMoeller #elitecamp2016
  3. 3. @MogensMoeller #elitecamp2016
  4. 4. @MogensMoeller #elitecamp2016
  5. 5. @MogensMoeller mm@sleeknote.com@MogensMoeller #elitecamp2016
  6. 6. FlemmingBerit @MogensMoeller #elitecamp2016
  7. 7. @MogensMoeller #elitecamp2016
  8. 8. @MogensMoeller #elitecamp2016
  9. 9. CEO & Co-Founder Mogens Møller Engage your visitors and turn them to customers @MogensMoeller #elitecamp2016
  10. 10. @MogensMoeller #elitecamp2016
  11. 11. @MogensMoeller #elitecamp2016
  12. 12. “Danes are the happiest people in the world” United Nations World Happiness Report 2016
  13. 13. Winston
  14. 14. @MogensMoeller #elitecamp2016
  15. 15. @MogensMoeller mm@sleeknote.com@MogensMoeller #elitecamp2016
  16. 16. @MogensMoeller #elitecamp2016 250moderated user tests (done by myself) +Tons of mistakes (done by myself)
  17. 17. @MogensMoeller #elitecamp2016
  18. 18. Order Receivers Most ecommerce websites are simple @MogensMoeller #elitecamp2016
  19. 19. Don’t be a stupid order receiver Help and guide your visitors to find the right product @MogensMoeller #elitecamp2016 If you want to beat The Big Ones Take Away #1 #1
  20. 20. Don’t copy cases Be inspired by principles
  21. 21. Ski vacation @MogensMoeller #elitecamp2016
  22. 22. @MogensMoeller mm@sleeknote.com Persona @MogensMoeller #elitecamp2016
  23. 23. @MogensMoeller mm@sleeknote.com The Stock Photo Trap
  24. 24. @MogensMoeller mm@sleeknote.com
  25. 25. @MogensMoeller mm@sleeknote.com
  26. 26. @MogensMoeller mm@sleeknote.com
  27. 27. @MogensMoeller mm@sleeknote.com
  28. 28. @MogensMoeller mm@sleeknote.com Persona (simplified) Facts - Møller Byskov Family - First time skiing with the kids Needs and Wishes - Great kids area - No drunk danish afterskiers - Close to Autobahn - Good super markets
  29. 29. +19%uplift in bookings
  30. 30. #2 Know your customers… and make real personas @MogensMoeller #elitecamp2016 If you want to beat The Big Ones Take Away #2
  31. 31. Know your customers - What do your customers love? - What do your customers hate? - What is important to your customers? - What is not important to your customers? - How is your customers’ every day life? - What is your customers’ pain? @MogensMoeller #elitecamp2016
  32. 32. Know your customers - What exact problem are you solving for your customers? - What information do your customers need to make
 a buying decision? @MogensMoeller #elitecamp2016
  33. 33. All skiers The Happy Stock Family A Real Family with real needs and problems @MogensMoeller #elitecamp2016
  34. 34. Scuba Diving Masks
  35. 35. #3 Try to create no-brainers Assume your visitors are always in a hurry @MogensMoeller #elitecamp2016 If you want to beat The Big Ones Take Away #3
  36. 36. Inspire your visitors and help them identify themselves, their wife, kid etc. in your products If you want to beat The Big Ones Take Away #4 @MogensMoeller #elitecamp2016
  37. 37. Don’t copy cases Be inspired by principles
  38. 38. Process @MogensMoeller #elitecamp2016
  39. 39. Process 1) Auto emails after new order with relevant questions @MogensMoeller #elitecamp2016
  40. 40. Process 1) Auto emails after new order with relevant questions @MogensMoeller #elitecamp2016
  41. 41. Process 1) Auto emails after new order with relevant questions @MogensMoeller #elitecamp2016
  42. 42. Process 1) Auto emails after new order with relevant questions 2) Telephone interviews with customers every quarter @MogensMoeller #elitecamp2016
  43. 43. Process - What do your customers love? - What do your customers hate? - What is important to your customers? - What is not important to your customers? - How is your customers’ every day life? - What is your customers’ pain? - What exact problem are you solving for your customers? - What information do your customers need to a right buying decision? @MogensMoeller #elitecamp2016
  44. 44. Process 1) Auto emails after new order with relevant questions 2) Telephone interviews with customers every quarter www.groovehq.com/blog/customer-development @MogensMoeller #elitecamp2016
  45. 45. Process 1) Auto emails after new order with relevant questions 2) Telephone interviews with customers every quarter 3) User-tests every half year @MogensMoeller #elitecamp2016
  46. 46. Process 1) Auto emails after new order with relevant questions 2) Telephone interviews with customers every quarter 3) User-tests every half year @MogensMoeller #elitecamp2016
  47. 47. Don’t be an order receiver! Help, motivate and inspire your visitors to make the right buying decision! @MogensMoeller #elitecamp2016
  48. 48. Thanks for listening mm@sleeknote.com

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