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3 myths about digital conversion

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In this presentation, Tom discusses how conversion is meaningful to your organisation’s strategy, what most website projects get wrong as and where you need to start to ensure your website works for you.

Published in: Marketing
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3 myths about digital conversion

  1. 1. 3 Myths about digital conversion Tom Voirol Global head of user experience
  2. 2. 3 Myths 1. Conversion means buying 2. Content must be about us 3. Improving conversion is expensive
  3. 3. 1. Conversion means buying
  4. 4. 1. Conversion means buying
  5. 5. 1. Conversion means buying
  6. 6. 1. Conversion means buying
  7. 7. 1. Conversion means buying
  8. 8. 1. Conversion means buying
  9. 9. 1. Conversion means buying
  10. 10. A conversion is an action desirable to you which a person has taken as a result of using your digital properties. How we define conversion
  11. 11. 1. Conversion means buying
  12. 12. 1. Conversion means buying
  13. 13. 1. Conversion means buying
  14. 14. 1. Conversion means buying
  15. 15. 1. Conversion means buying
  16. 16. 1. Conversion means buying
  17. 17. 1. Conversion means buying
  18. 18. 1. Conversion means buying
  19. 19. 1. Conversion means buying
  20. 20. 1. Conversion means buying
  21. 21. 1. Conversion means buying 0 1000 2000 3000 4000 5000 6000 7000 8000 Test drive requests 2012 2013 2014
  22. 22. 1. Conversion means buying
  23. 23. 1. Conversion means buying
  24. 24. 1. Conversion means buying
  25. 25. 2. Content must be about us
  26. 26. Content marketing aka inbound marketing 2. Content must be about us
  27. 27. Aka permission marketing 2. Content must be about us
  28. 28. It’s an invitation 2. Content must be about us
  29. 29. Not to a salesperson, though 2. Content must be about us
  30. 30. 2. Content must be about us
  31. 31. 2. Content must be about us http://moz.com/about/team/randfish
  32. 32. We Imagine Content Marketing Works Like This… Let’s go see what’s on the Internet today, shall we?
  33. 33. That was interesting. I should sign up for this free ebook download while I’m here!
  34. 34. And I’ll just fill out their contact form with my information….
  35. 35. Oh! Better not forget to follow all their social profiles while I’m at it.
  36. 36. You might laugh, but a lot of companies invest in content marketing on the assumption that this is how it works! Me make content. Humans click. Them buy. Me get money.
  37. 37. This is How Content Marketing Really Works: Caveman Rand explain.
  38. 38. This is How Content Marketing Really Works: Me Make Content. Humans click. If them like, them remember. Maybe them see more content I make. Visit again. Me build trust, relationship with humans. When them need me product, them come back.
  39. 39. Content marketing not about convert 1st visit. Or 2nd. Or 3rd. Only foolish humans think it work like this.
  40. 40. Content marketing about earning familiarity, trust, and relationship.
  41. 41. Maybe sale come. Maybe not. Smart cave marketer no care. Smart cave marketer know every visit chance to build relationship. Maybe earn fan. That good enough.
  42. 42. 2. Content must be about us
  43. 43. 2. Content must be about us
  44. 44. 2. Content must be about us
  45. 45. 2. Content must be about us
  46. 46. Favourite brand? 2. Content must be about us
  47. 47. 2. Content must be about us
  48. 48. 3. Improving conversion is expensive
  49. 49. 3. Improving conversion is expensive
  50. 50. 3. Improving conversion is expensive
  51. 51. 3. Improving conversion is expensive
  52. 52. 3. Improving conversion is expensive
  53. 53. 3. Improving conversion is expensive
  54. 54. 3. Improving conversion is expensive
  55. 55. 3. Improving conversion is expensive
  56. 56. 3. Improving conversion is expensive
  57. 57. 3. Improving conversion is expensive A/B testing Multivariate testing
  58. 58. 3. Improving conversion is expensive
  59. 59. 3. Improving conversion is expensive
  60. 60. 3. Improving conversion is expensive
  61. 61. 3. Improving conversion is expensive
  62. 62. 3. Improving conversion is expensive
  63. 63. 3. Improving conversion is expensive
  64. 64. 3. Improving conversion is expensive
  65. 65. Digital audit 3. Improving conversion is expensive
  66. 66. Digital roadmap 3. Improving conversion is expensive

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