Every business, whether online or offline, aspires to grow. But the competition it faces from the incumbents in the market makes it difficult for it to get in front of their target audience. In this webinar, Mogens Møller, CEO and Co-Founder, Sleeknote, will share insights on how eCommerce businesses can beat the incumbents and make a strong presence in their target market by truly understanding their visitor personas and motivating the visitors to make a purchase decision.

1. ≤≤
How to compete against
the big fish
Presented by Mogens Møller
CEO & co-founder OF Sleeknote

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8. 1.500 customers in 45 countries

12. Aha moment

17. Today1of How you can compete against the big fish
3 examples
incl. cases and action take-aways
2you can repeat again and again
3-step process
incl. link to templates and guides+

18. How to compete against the big fish
Example #1

20. Most websites are simple
Order receivers

22. How to compete against the big fish
Take Away #1
Don’t be a stupid
order receiver
Help and guide your visitors
to find the right product

23. How to compete against the big fish
Example #2

25. Persona

27. NO!!!

28. The Stock Photo Trap

29. The Stock Photo Trap

30. The Stock Photo Trap

31. CarinaAugusta

33. Winston

34. Winston
What’s happening, dad???
Why are we not driving?
Ohh well, I can just as well let go
of a little fart.
It might get us driving again!!!

35. 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

36. 19%uplift in bookings
test period: 11 weeks Conversions: 500+ statistical significance: 98%

37. How to compete against the big fish
Take Away #2
Know your customers
and create real personas
Good blog posts, books, and videos about creating personas
Link: goo.gl/dnb9xH

39. How to compete against the big fish
Example #3

42. Assume your visitors are
always in a hurry

43. Case
You’re having guests this weekend.
You’re gonna eat some spicy food.
You need a good bottle of red wine.

44. Case
You’re running a small company.
You need a good and simple printer.

45. Case
You work in a growing business.
You want to buy an optimization workshop.
But You’re not sure which product/plan to choose.

46. 80% 20%

48. 50% 45% 5%
80% 20%

50. How to compete against the big fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry

51. If you want to beat The Big Fish
Take Away #3
Create no-brainers
Assume your visitors are
always in a hurry

52. How to compete against the big fish
Don’t be an order receiver
Help and guide your visitors
to find the right product
#1
#2
#3
Know your customers
and create real personas
Create no-brainers
Assume your visitors are
always in a hurry

53. customer centric

54. 80% of companies say
they’re customer centric
But only 8% of customers agree
Source: http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf

55. Hmm, how about…
you SHUT UP!

56. Repeatable
process

57. If you optimize without
having a process,
You might as well go
to the casino

58. Repeatable process
step #1
daily
AUTO EMAILS

60. You learn
What your most valuable traffic
sources are (not only last click).
#1
Which competitors you actually
compete against.
#2
What information you are missing on
your website.
#3
The most important reasons why
people are not converting.
#4
What words your customers use to
describe your product.
#5
Email template
Email template
Link: goo.gl/DRhRWq

61. Document with all questions
Link: goo.gl/hqfXWl
More ressources
Book
Roadmap to revenue
by Kristin Zhivago
Link: goo.gl/Ja54dO
Blog posts
You Don't Know Your Customer And It's
Crippling Your Growth
Link: goo.gl/UQEAsP
How to Create Customer Feedback
Loops at Scale
Link: goo.gl/9pdqEJ
Auto emails
questions

62. Repeatable process
step #2
Quarterly
Phone interviews

63. If you don’t regularly talk to customers
You lose the finger on the pulse
You need that to create the best
New features, pricing structure, Vision, product roadmap

64. Only goal:
Get to know your
customers better

65. You learn
How your customers daily
working lives are
#1
What your customers are
struggling with right now
#2
What your customers like
about your service/product/website
#3
What your customers don’t like
about your service/product /website
#4
How your customers want your
service/product/website to improve
#5
Phone interviews

66. Repeatable process
step #3
half-yearly
testsUserUsability

68. 1 2
Need a
good script
Hard to
find testersCustomers, Partners, Social Media, Coffee shop,
Physical store, Train, Employment agency
Download my guide: goo.gl/DeZk0Q

69. Small talk
Introduction
Scenario
Google
Competitors
First impression
Tasks
Final questions
Usability test
script
1
2
3
4
5
6
7
8
My favorite usability test script
Link: goo.gl/afhwe6
My checklist to usability testing
Link: goo.gl/82hrkt

70. You learn
The most critical usability issues
on your website
#1
Why people click on specific
Google search results
#2
How potential customers compare
you to your competitors
#3
Usability tests

71. You need to learn how customers behave and
what they need. In other words:
focus on their problem,
not their suggested solution
– Cindy Alvarez

72. The best usability tests
Leave you in tears

73. This will be You
before the
usability test
begins
We’ve just launched
the new website.
What can possibly
go wrong?

74. And You
when the
usability test
begins

75. You
when the
usability test
is over

76. Your developers
when you pass the
results from the
usability tests
Ohh, come on!
Did you test
with monkeys?

78. Your developers
when you tell them,
you now will do
usability testing
regularly

79. Your developers
when you tell them,
you now will do
usability testing
regularly

80. This is when you go
from best friends
to worst enemies

81. AUTO
EMAILS
Phone
interviews
Usability
tests
Daily Quarterly half-yearly
Repeatable optimization process

82. sleeknote.com/vwo-webinar2019
slide deck
mm@sleeknote.com

84. Don’t be an
order receiver

88. Be customer centric

89. Repeatable
process

90. And you will beat
the big fish

91. Thanks!
E-mail: mm@sleeknote.com
Slides: sleeknote.com/vwo-webinar2019
free trial: www.sleeknote.com