1.
Ton Wesseling
online conversion strategy
with
50 insightful tips
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2.
Introduction
Conversion rate maximization
Multivariate testing Persuasive marketing
Ton Wesseling
Behavioral targeting
Internet sales strategy
Web analytics
“tonwesseling”
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3.
Introduction
About us
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4.
Introduction
Our goal
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5.
Introduction
Online revenue strategy
Persuasive scenarios
Expert reviews
Web analytics
KPI dashboards
Multivariate testing
Our services
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6.
Introduction
Client selection
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7.
Agenda
 hat are the goals?
W
 unctionality needs
F
 ebsite structure
W
 eb analytics
W
 sability
U
 ersuasion
P
 est practice lessons
B
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8.
Agenda
 hat are the goals?
W
 unctionality needs
F
 ebsite structure
W
 eb analytics
W
 sability
U
 ersuasion
P
 est practice lessons
B
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9.
Strategy
What’s your conversion goal?
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10.
Strategy
http://www.flickr.com/photos/jeff-bauche/2230236391/
Just make the deal?
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Strategy
http://www.insightful.com/industry/marketinganalytics/
Maximizing customer lifetime value!
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Strategy
http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html
Focus on micro conversions
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Strategy
http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html
Focus on micro conversions
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Strategy
http://www.wordle.net
Focus on micro conversions
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Strategy
http://www.futurenowinc.com
It’s about helping the customer
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Strategy
http://flickr.com/photos/sparkieg/
Who’s your target audience?
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Strategy
How could you help them?
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Strategy
http://flickr.com/photos/sparkieg/
Design based on information needs
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Strategy
http://www.usability.gov/process.html
Create personas based on needs
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Strategy
What are the functionalities needed?
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Strategy
http://www.futurenowinc.com
In what fase?
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Strategy
http://www.usability.gov/process.html
Landing pages based on needed functionality
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Strategy
http://blog.bridgelinesw.com/wp-content/uploads/2008/12/istock_000005486217small.jpg
Dynamically build upon visitor click data
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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
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25.
Agenda
 hat are the goals?
W
 unctionality needs
F
 ebsite structure
W
 eb analytics
W
 sability
U
 ersuasion
P
 est practice lessons
B
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Conversion
Don’t create reports, create insights!
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Conversion
Create trend dashboards with targets
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Conversion
Always discuss data and findings
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Conversion
Segment your data for why!
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Conversion
Where does your segmented visitor stop?
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Conversion
Qualitive tools to understand visiting reasons
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Conversion
Start optimizing the usability first
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Conversion
Usability & Accessibility
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Conversion
Redirect *.domain.tld subdomains!
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Conversion
Any browser!
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Conversion
Always check broken links!
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Conversion
A good 404 page…
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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
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Conversion
Inline validation at forms
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Conversion
Use progress indicators!
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Conversion
Optimized Print / Email / PDF routines
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Conversion
Bookmarks: make it work!
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Conversion
Use breadcrumbs!
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Conversion
5%+ of your visitors are colorblind..
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Conversion
Make sure visitors can contact you from anywhere
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46.
Conversion
Use conventions / copy from the biggest!
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Conversion
A/B testing issues
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48.
Conversion
Always use: Multivariate testing
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49.
Conversion
Looooooong meetings
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50.
Conversion
Customer centric
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51.
Persuasion
http://www.futurenowinc.com
The 4 dominant archetypes
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Persuasion
http://www.mediamarkt.nl
Sales techniques
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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
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54.
Conversion
Optimize persuasion backwards
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Conversion
Competitive: show me your USP’s
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Conversion
http://images.appleinsider.com/push-090211-1.jpg
Competitive: sign up for notification
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Conversion
Only
http://homecourt.files.wordpress.com/2009/03/sale-header-1.jpg
today!
Spontaneous: give me an offer!
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58.
Conversion
Spontaneous: can you be trusted?
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Conversion
http://www.overstock.com
Humanistic: who are you?
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Conversion
http://www.profilesoft.com/SharedImages/ImgRecommendations.jpg
Humanistic: recommendations
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Conversion
http://www.overstock.com
Methodical: Give me details
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Conversion
http://www.neckermann.nl
Methodical: help me compare
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63.
Agenda
 hat are the goals?
W
 unctionality needs
F
 ebsite structure
W
 eb analytics
W
 sability
U
 ersuasion
P
 est practice lessons
B
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64.
Lessons learned with testing
Weekend and weekdays are different
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Lessons learned with testing
Weekend and weekdays are different
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Lessons learned with testing
-5% -37%
http://www.getelastic.com
Don’t push your message
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Lessons learned with testing
Eyetracking study by Stefan Wobben, Concept7
Is the watching eyes story true?
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Lessons learned with testing
Jorden Lentze, ABN AMRO E-channels
It sure looks that way
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Lessons learned with testing
Elements have interaction effects
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Lessons learned with testing
Reinout Wolfert, SNS Bank
Non clicked content can lift conversion
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Thank you for your attention
http://www.orangevalley.nl
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Tel: +31(0)30-8.200.200
Email: info@orangevalley.nl
twitter.com/tonwesseling
Questions?
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