conversion optimization roadmap - online dialogue
TRANSCRIPT
“Conversion optimization” February 9th 2010, 19:30
Strategy, design, development and optimization
of customer dialogues
Index A customer dialogue
The dialogue model
Current online dialogues
Conversion optimization roadmap
The local bakery store
26/60
Still sells like we did 300 years ago
35/60
5 million years ago
We started communicating
35/60
400.000 years ago
35/60
555 years ago
35/60
100 years ago
35/60
80 years ago
Masscommunication
From 1 to many
28/60
The Web
1-on-1
connections
dialogues
32/60
37/60
Everyone is connected
36/60
The web is like a small village…
Dialogues…
Tuning the conversation Targets & happiness
theory © http://onlinedialogue.com
icons © http://dryicons.com
Companygoals Customergoals€€€
Prospect/clientCompany
BehaviorBehavior
Mul9purpose
Mul9‐channel
Mul9phase
Caused by 4 internal and 3 external influencers All you see is behavior
Companygoals Customergoals€€€
Externalinfluencers
Prospect/client
SocialenvironmentCompe9tors Media
Company
theory © http://onlinedialogue.com
icons © http://dryicons.com
Mul9purpose
Mul9‐channel
Mul9phase
Knowledge
ACtude
BehaviorBehavior
Internalinfluencers
Personality
InternalinfluencersContext
Become a winner
through analyzing (historical) behaviour
and tuning the conversation
1996
2003
2010
1999
2002
2005
2010
1997
2003
2010
1996
2004
2010
2001
2010
In 15 years We grew from a
Push web publication to a
Rich user internet…
… but still pushed web publication
Main psychological behavior profiles
picture ©http://www.keirsey.com/
fast
emotion
logic
slow
Donʼt use the same sign up form
for every single visitor
Introduction page
Sign up page A Product page A
Sign up page A2
X
We need to do more with the data
What data?
picture ©http://www.kaushik.net
Webanalytics & CRM data
40
All weʼve got is just a tool?
41
Which reports about KPIʼs & trends
42
Why?
43
Does it generate actionable insights?
44
What is the (micro)goal of the dialogue?
45
Do you give answers to visitor questions?
46
Report on goals, funnels and (micro)conversions
Conversion optimization roadmap
Dialogue mapping
Mass optimization
Targeted content
Dialogue optimization
• Web analytics • User Feedback
• Usability conventions • Funnel optimization
• Historical data • Business rules
• Persuasion • Hypothesis testing
1
theory © http://onlinedialogue.com
Dialogue mapping
1
Companygoals Customergoals€€€
Prospect/clientCompany
BehaviorBehavior
Mul9purpose
Mul9‐channel
Mul9phase
What does the visitor click on?
Why did the visit stop?
Where did the visit stop?
Where did the visitor search for?
50
User session replays (Clicktale)
51
Form analysis (Clicktale)
52
Feedback analytics (Kampyle.com)
53
Talk with your customer!
Conversion optimization roadmap
Dialogue mapping
Mass optimization
Targeted content
Dialogue optimization
• Web analytics • User Feedback
• Usability conventions • Funnel optimization
• Historical data • Business rules
• Persuasion • Hypothesis testing
2
theory © http://onlinedialogue.com
Mass optimization
2
Try to find out why your prospect
is NOT buying your product
Take away the
unique NON buying reasons
58
Competitive and social intelligence (Radian6)
59
Competitive and social intelligence (free)
60
User surveys (Surveymonkey)
61
User testing (Usabilla)
62
Eyetracking study by Stefan Wobben, Concept7
Conventions – just 1 out of hundreds
63
Jorden Lentze, ABN AMRO E-channels
Yes it works…
Conversion optimization roadmap
Dialogue mapping
Mass optimization
Targeted content
Dialogue optimization
• Web analytics • User Feedback
• Usability conventions • Funnel optimization
• Historical data • Business rules
• Persuasion • Hypothesis testing
3
theory © http://onlinedialogue.com
Targeted content
3
Results
Best Control
+27.8% [15.0% : 40.7%]
Just an old test…
67
Monday
The insights…
68
Saturday
The insights…
Behavioral targeting variables
© http://www.omniture.com
70
People read and write!
Look outside your window
Now you need this…?
Or?
The webmasters can do it for free! (BTBuckets)
Conversion optimization roadmap
Dialogue mapping
Mass optimization
Targeted content
Dialogue optimization
• Web analytics • User Feedback
• Usability conventions • Funnel optimization
• Historical data • Business rules
• Persuasion • Hypothesis testing
4
theory © http://onlinedialogue.com
Hypothesis
Test Analyze
Structured testing
Test your teams thoughts and learn!
Prospect/client
Knowledge
ACtude
Internalinfluencers
Personality
InternalinfluencersContext
Dialogue optimization
4
Profiles
4
Behavioral data
Build up groups of customer profiles
how to communicate with them
and collect the knowledge of
segmented on their behavior
The webmaster does! (BTBuckets)
Free segmented testing…
And if you donʼt get HTML code….
…will be able to do this someday soon
Your toolbox…
Conversion optimization roadmap
Dialogue mapping
Mass optimization
Targeted content
Dialogue optimization
• Web analytics • User Feedback
• Usability conventions • Funnel optimization
• Historical data • Business rules
• Persuasion • Hypothesis testing
theory © http://onlinedialogue.com
Start structured optimizing now!
Donʼt use the same sign up form
for every single visitor
Introduction page
Sign up page A Product page A
Sign up page A2
X
Just like him…
@tonwesseling
@barts
@onlinedialogue
www.onlinedialogue.nl [email protected] Tel: +3130 4100 170
Invite us for a business talk: