Registration and Login Optimisation

User Identification and how to get more users to login

@xavier_colomes

Conversion Garden- Growing strong -

THE PROBLEM

4 Out Of 5 Consumers Declare Brands Don’t Know Them As An Individual

According to IBM and Econsultancy Study your users are tired of your mass marketing no sense

“I received an email for grand prom dresses when I graduated 5 years ago from

high school”

We are late… again

http://www-03.ibm.com/press/us/en/pressrelease/46454.wsshttp://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-

http://www-03.ibm.com/press/us/en/pressrelease/46454.wss

You know nothing John Snow

To be treated as an individual looks like this

THE STRATEGY

User Identificationi s   t h e   f i r s t   s t e p

1 IDENTIFY 2 RECOGNISE 3 OPTIMISELOGIN MATCH IN CRM / DB OUTPUT

WEB

APP

EMAIL

SOCIAL

OTHER

PERSONALISE

SPECIAL OFFER

UNIQUE CODE

SOCIAL CRM

COMBINE

ANALYSE

SEGMENT RETARGETING

http://rdjpn.deviantart.com/art/Yin-Yang-212660671

WHAT IF ONLY

OF USERS 20%L O G I N ?

THAT’S OK!(HALF OF YOUR

TRAFFIC IS CRAP ANYWAY)

THE USER JOURNEY IN A MULTI DEVICE WORLD

Business happens here

Not here

http://i.huffpost.com/gen/1674981/thumbs/o-IPHONE-SUBWAY-facebook.jpg

NO NOPE NO!

Myth #1: Just one Journey

PROBLEM AWARENESS

SOLUTION SEARCH PURCHASE POST-PURCHASE

EVALUATIONALTERNATIVE EVALUATION

1

2

3

4

5

6

SHOP

JEAN THOMPSON

THE TACTICS

How to get more users to Register and Login

http://janrain.com/blog/keys-leveraging-social-identity-new-research-report-altimeter-group/

http://upload.wikimedia.org/wikipedia/commons/a/ab/Max_Havelaar_Bananen.jpg

PPI* vs PII

(Personally Provided

Information)*

PERSONALISATION EXPERIENCE AS VALUE

COLABORATION RECOGNITION AS VALUE

MANIPULATION SAVING AS VALUE

ITS THE VALUE, STUPID

1 PersonalisatioN

http://data3.whicdn.com/images/63384834/original.jpg

PERSONALIZATION

EXAMPLES

2 RecognitioN

https://farm9.staticflickr.com/8460/7968954274_a171fbf6ed_o.jpg

From @natzir9

3 ManipulatioN

“There are only two ways to get people to act: manipulate them or inspire them.

Both are effective strategies, but only one is capable of generating a sale AND a lifetime of loyalty”

http://blog.startwithwhy.com/refocus/2007/02/manipulation_vs.html

EXTRA TIP: FOGG’S BEHAVIOURAL MODEL

Trigger

Mot

ivat

ion

Ability

https://vimeo.com/124599681http://www.bjfogg.com/

BJ Fogg Behavioural

Model

Trigger

Ability

Motivation

RECAP1. We are late on Personalisation

2. Multi Device journeys make our job very complex

3. User Identification is the first step

4. We need to give value in exchange of info

Conversion Garden- Growing Conversions -

Thank you!@xavier_colomes