Presentation tailor made for the A4Uexpo about the consultancy services of OrangeValley and the learnings of Ton Wesseling as a web analytics practisioner in the last decade. Online conversion strategy with 50 insightful tips.

1. Ton Wesseling
online conversion strategy
with
50 insightful tips
1

2. Introduction
Conversion rate maximization
Multivariate testing Persuasive marketing
Ton Wesseling
Behavioral targeting
Internet sales strategy
Web analytics
“tonwesseling”
2

3. Introduction
About us
3

4. Introduction
Our goal
4

5. Introduction
Online revenue strategy
Persuasive scenarios
Expert reviews
Web analytics
KPI dashboards
Multivariate testing
Our services
5

6. Introduction
Client selection
6

7. Agenda
 hat are the goals?
W
 unctionality needs
F
 ebsite structure
W
 eb analytics
W
 sability
U
 ersuasion
P
 est practice lessons
B
7

8. Agenda
 hat are the goals?
W
 unctionality needs
F
 ebsite structure
W
 eb analytics
W
 sability
U
 ersuasion
P
 est practice lessons
B
8

9. Strategy
What’s your conversion goal?
9

10. Strategy
http://www.flickr.com/photos/jeff-bauche/2230236391/
Just make the deal?
10

11. Strategy
http://www.insightful.com/industry/marketinganalytics/
Maximizing customer lifetime value!
11

12. Strategy
http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html
Focus on micro conversions
12

13. Strategy
http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html
Focus on micro conversions
13

14. Strategy
http://www.wordle.net
Focus on micro conversions
14

15. Strategy
http://www.futurenowinc.com
It’s about helping the customer
15

16. Strategy
http://flickr.com/photos/sparkieg/
Who’s your target audience?
16

17. Strategy
How could you help them?
17

18. Strategy
http://flickr.com/photos/sparkieg/
Design based on information needs
18

19. Strategy
http://www.usability.gov/process.html
Create personas based on needs
19

20. Strategy
What are the functionalities needed?
20

21. Strategy
http://www.futurenowinc.com
In what fase?
21

22. Strategy
http://www.usability.gov/process.html
Landing pages based on needed functionality
22

23. Strategy
http://blog.bridgelinesw.com/wp-content/uploads/2008/12/istock_000005486217small.jpg
Dynamically build upon visitor click data
23

24. Strategy
Forget about
the normal
path…
Make sure
visitors can
always find
their click
http://www.adobe.com/devnet/captivate/articles/scenario_learning/fig01.gif
Design user goal scenarios
24

25. Agenda
 hat are the goals?
W
 unctionality needs
F
 ebsite structure
W
 eb analytics
W
 sability
U
 ersuasion
P
 est practice lessons
B
25

26. Conversion
Don’t create reports, create insights!
26

27. Conversion
Create trend dashboards with targets
27

28. Conversion
Always discuss data and findings
28

29. Conversion
Segment your data for why!
29

30. Conversion
Where does your segmented visitor stop?
30

31. Conversion
Qualitive tools to understand visiting reasons
31

32. Conversion
Start optimizing the usability first
32

33. Conversion
Usability & Accessibility
33

34. Conversion
Redirect *.domain.tld subdomains!
34

35. Conversion
Any browser!
35

36. Conversion
Always check broken links!
36

37. Conversion
A good 404 page…
37

38. Conversion
No account registration
at check out
Give information about
the things needed to
complete the form
First step: ask for email
and submit!
Shopping cart tips
38

39. Conversion
Inline validation at forms
39

40. Conversion
Use progress indicators!
40

41. Conversion
Optimized Print / Email / PDF routines
41

42. Conversion
Bookmarks: make it work!
42

43. Conversion
Use breadcrumbs!
43

44. Conversion
5%+ of your visitors are colorblind..
44

45. Conversion
Make sure visitors can contact you from anywhere
45

46. Conversion
Use conventions / copy from the biggest!
46

47. Conversion
A/B testing issues
47

48. Conversion
Always use: Multivariate testing
48

49. Conversion
Looooooong meetings
49

50. Conversion
Customer centric
50

51. Persuasion
http://www.futurenowinc.com
The 4 dominant archetypes
51

52. Persuasion
http://www.mediamarkt.nl
Sales techniques
52

53. Persuasion
Why is your solution Why is your solution
better than other now the best solution
solutions? for my problem?
How can your Who has already
solution fix my used your solution to
problem? solve my problem?
http://www.futurenowinc.com
4 archetypes and their main question
53

54. Conversion
Optimize persuasion backwards
54

55. Conversion
Competitive: show me your USP’s
55

56. Conversion
http://images.appleinsider.com/push-090211-1.jpg
Competitive: sign up for notification
56

57. Conversion
Only
http://homecourt.files.wordpress.com/2009/03/sale-header-1.jpg
today!
Spontaneous: give me an offer!
57

58. Conversion
Spontaneous: can you be trusted?
58

59. Conversion
http://www.overstock.com
Humanistic: who are you?
59

60. Conversion
http://www.profilesoft.com/SharedImages/ImgRecommendations.jpg
Humanistic: recommendations
60

61. Conversion
http://www.overstock.com
Methodical: Give me details
61

62. Conversion
http://www.neckermann.nl
Methodical: help me compare
62

63. Agenda
 hat are the goals?
W
 unctionality needs
F
 ebsite structure
W
 eb analytics
W
 sability
U
 ersuasion
P
 est practice lessons
B
63

64. Lessons learned with testing
Weekend and weekdays are different
64

65. Lessons learned with testing
Weekend and weekdays are different
65

66. Lessons learned with testing
-5% -37%
http://www.getelastic.com
Don’t push your message
66

67. Lessons learned with testing
Eyetracking study by Stefan Wobben, Concept7
Is the watching eyes story true?
67

68. Lessons learned with testing
Jorden Lentze, ABN AMRO E-channels
It sure looks that way
68

69. Lessons learned with testing
Elements have interaction effects
69

70. Lessons learned with testing
Reinout Wolfert, SNS Bank
Non clicked content can lift conversion
70

71. Thank you for your attention
http://www.orangevalley.nl
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Tip
or our newsletter 49
Tel: +31(0)30-8.200.200
Email: info@orangevalley.nl
twitter.com/tonwesseling
Questions?
71