[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.

Marketing

Creating a Journey that
Meets Your Customers
Expectations

Not good
with
complex
products
or
services.

Just because it worked out great
for someone else doesn’t mean
it will work out great for you.

Journey that meets
YOUR CUSTOMERS' EXPECTATIONS

We’re DISAPPOINTED
when OUR EXPECTATIONS ARE
NOT MET

We’re even MORE
DISAPPOINTED if OUR
EXPECTATIONS ARE NOT MET
ONLINE

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

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

search
navigation
quick access to main categories

Value proposition
Help me find the right
product
‣ search
‣ navigation
‣ quick access to main categories

Help me find the right
product I need
‣ categories
‣ ﬁlters
‣ sort options
‣ product images
‣ short product descriptions
‣ search

product description
large images
dimensions
product description
care instruction
product reviews

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

clear order
review
Your purchase qualifies for free shipping

Your purchase qualifies for free shipping payment
options
payment
options

Your purchase qualifies for free shipping
upsell

Clean order review
Proceed to payment option
Up-sell

security
Clean UX with
clear instructions
progress bar
order
summary

security
Clean UX with
clear instructions
progress bar
order
summary
security

Security
UX
Speed
A sense of security also
comes from familiarity.

Every website contains
MULTIPLE JOURNEYS

Thank you!
Make your customers happy.
Meet their expectations.

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

1. Creating a Journey that Meets Your Customers Expectations

2. Best practices

3. Place the CTA in the above the fold1

5. Not good with complex products or services.

6. Add a video2

8. If it’s not helping it’s distraction

9. Create urgency3

10.

11.

12. WHY?

13. Best practices

14. Just because it worked out great for someone else doesn’t mean it will work out great for you.

15. , use it

16. Journey that meets YOUR CUSTOMERS' EXPECTATIONS

17. Exaggerated expectation

18. We’re DISAPPOINTED when OUR EXPECTATIONS ARE NOT MET

19.

20.

21.

22. You want to buy underwear

23.

24.

25. You want to go to a festival

26.

27. You’ll soon run out of gas

28.

29.

30.

31.

32. We’re even MORE DISAPPOINTED if OUR EXPECTATIONS ARE NOT MET ONLINE

33. online = easy to use

34. 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

35. 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

36.

37. value proposition

38. search navigation quick access to main categories

39. Value proposition Help me find the right product ‣ search ‣ navigation ‣ quick access to main categories

40.

41. categories

42. filters

43. sort options

44. product images

45. short product descriptions

46. search

47. Help me find the right product I need ‣ categories ‣ ﬁlters ‣ sort options ‣ product images ‣ short product descriptions ‣ search

48.

49. option to buy

50. product description large images dimensions product description care instruction product reviews

51. shipping info delivery info

52. online or phone support

53. cross-sell

54. 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

55.

56. clear order review Your purchase qualifies for free shipping

57. Your purchase qualifies for free shipping payment options payment options

58. Your purchase qualifies for free shipping upsell

59. Clean order review Proceed to payment option Up-sell

60.

61. support support less distraction

62. 2 clear ways for moving forward

63. security Clean UX with clear instructions progress bar order summary

64. security Clean UX with clear instructions progress bar order summary

65. security Clean UX with clear instructions progress bar order summary security

66. Security UX Speed A sense of security also comes from familiarity.

67. Every website contains MULTIPLE JOURNEYS

68. Thank you! Make your customers happy. Meet their expectations.

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