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Getting to the next click

Andrew Chak

Goedenmorgen

Andrew Chak

How did I get here?

How can we accelerate decisions?

Arjan Haring?

Who is this guy?

Is he real?

I had to persuade myself…

Online stalking

Authority

Social Proof

Liking?

Reciprocation

3 steps

to help your users

move forward

3

Start with your users

1

Start with search

» “Use an online search engine to help you find information on the Web”

» Did you happen to do this yesterday?

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10

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30

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60

Jan 02 Jun 03 Jun 04 Sep 05 Dec 05 Aug 06 Dec 06 Apr 08

Source: Pew Internet & American Life Project, August 2008

Start with what they’re looking for

The importance of online campaigns

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200

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600

800

1000

1200

1400

1600

Active campaign ActiveNot

Hydroderm

» Depending on entry point, users will be presented with a unique landing page to maximize conversion

Start where your users are

What do users see?

“I only see what I’m

looking for”

There’s a world of difference between…

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Start with your users – Summary

» Start with search

» Start with what they’re looking for

» Start where your users are

» Start with who your users are

Don’t sell, help them to buy

2

Help them find the basics

Help them choose

Influencing the choice…

» Searching for “photo management”on a shareware site

Description Date

FXFoto 4.0Organize, view, enhance, share, upload, and archive your photos using thumbnails and albums.

Sep-06-2008

CorrectPhoto 2.1Correct digital photo colors, crop, size, sharpen, and fix red eye.

Aug-07-2008

Acoustica Photos Forever 1.5Correct digital photos and easily upload them to online photo albums.

Jul-09-2008

SharpCast Photos 3.4Update, manage, and share your photos on your PC, mobile device, and the Web simultaneously.

Jun-16-2008

Editor’s Rating Downloads

235,233

65,743

12,456

25,678

Actions

Buy now

Download now

Download now

Download nowFree trial untilSep-30-2008

- Popular

- Editor’s Choice

- New!

Help them at their point of interest

Help them to evaluate choices

Don’t sell, help them to buy – Summary

» Help them find the basics

» Help them choose

» Help them find solutions

» Help them at their point of interest

» Help them to evaluate choices

» Help them beyond the product

Don’t sell, help them to buy – Summary

» Help them with useful tools

» Help them to see the benefit

» Help them to see the result

» Help them to find the details

» Help them by being credible

» Help them by being complete

Removethe barriers

3

Remove upfront registration

Tool description

Tool description

Tool description

Tool description

RegistrationRegistration Tooluse

Tooluse

Tool resultsTool

results

Tooluse

Tooluse

Toolresults

(partial)

Toolresults

(partial)RegistrationRegistration

Toolresults(full)

Toolresults(full)

Remove uneducated choices

Add persuasion elements

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Remove the barriers – Summary

» Remove upfront registration

» Remove all unnecessary fields

» Remove any disconnects

» Remove uneducated choices

» Add persuasion elements

Case Studies

Case Study: Career Community IKKI

» Key component is driving members back to the site

» Key point of interest is other users who are in a similar situation or are people that you know

» What pulls you back to a social networking site?

Case Study: OHRA

» “If it is good for the customer, it is good for OHRA”

» How do you demonstrate that you’re starting where users are?

» How do you prove that you do things that are good for customers?

Case Study: Routenet

» “Users only see what they’re looking for.”

» In what way can we ask users to identify what they’re interested in such that we serve them promotions that are relevant?

Case Study: Centraal Beheer Achmea

» How can we leverage the traffic of the hyvesgadget?

» Not all traffic is good

» How can we modify the hyvesgadget to attract the user who has a health insurance need?

Case Study: KPNvandaag

» What elements of self-service can you integrate on this portal such that users would choose to default to this?

» How do you introduce marketing messages without being intrusive?

So remember…

1 Start with your users

2 Don’t sell, help them to buy

3 Remove the barriers

Dank U [email protected]

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Technology