KONVERSIO-OPTIMOINTI

Kuinka muuttaa kävijät rahaksi?

1

Mitä tarkoittaa konversio?

2

―When a user completes a desired action on

your site, such as a purchase or request for

information. A conversion is the desired end

result from a user visiting your site.‖

(Google)

vain pieni

osa tekee

mitä haluat!

―In internet marketing,

conversion rate is the ratio of

visitors who convert casual

content views or website visits

into desired actions based on

subtle or direct requests from

marketers, advertisers, and

content creators. If the prospect

has visited a marketer‘s web site,

examples of conversion actions

might include making an online

purchase or submitting a form to

request additional information.‖

(Wikipedia 2012)

vrt. AIDA

Optimoinnin monet kasvot

3

erit. A/B-testit

just

wanted to

say hi!

• konversio-optimointi

– hakukoneoptimointi (PageRank)

– mainonnan optimointi

– laskeutumissivun optimointi

– Facebook-optimointi (newsfeed optimization)

– jne. kaikki missä on algoritmi!

• konversioalttiuteen vaikuttaa esim.

– kellonaika (aamu vs. ilta)

– kuukausi (esim. joulukuu)

– demografia, intentio

– tuotteet, tarve, halu, ostovalmius

– web design, käytettävyys, ostamisen houkuttelevuus

– kommunikaatiotyyli, selkeys, informatiivisuus

– jne.

Not all optimization is equal…

―Yes, we would love to live in a world in which

everything could be fully optimized all at once, but

unfortunately we live in a world of tradeoffs. These

tradeoffs could be something as simple as time and/or

resources. You may only have the resources to optimize

a single step in a conversion process. Where will you

start? Or as in the case of SEO and LPO (landing page

optimization), you may be dealing with optimization

strategies that contradict one another.‖

Jos täytyy valita, mitä sinä optimoisit?

Minkä optimoinnista saa parhaimman hyödyn?

4

Miksi konversio-optimointi?

―Frequently, when marketers target a pocket of customers that has shown

spectacular lift in an ad campaign, they belatedly discover the behavior is

not consistent. Online marketing response rates fluctuate widely from hour

to hour, segment to segment and offer to offer.

This phenomenon can be traced to the difficulty humans have separating

chance events from real effects. Using the haystack process, at any given

time marketers are limited to examining and drawing conclusions from

small samples of data. However, psychologists (led by

Kahneman and Tversky) have extensively documented tendencies which find

spurious patterns in small samples, thereby explaining why poor decisions are

made. Therefore, statistical methodologies can be leveraged to study large

samples and mitigate the urge to see patterns where none exists.

These methodologies, or ‗conversion optimization‘ methods, are then taken

a step further to run in a real-time environment. The real-time data collection

and subsequent messaging as a result, increases the scale and

effectiveness of the online campaign.‖

5

CAC:n puolittaminen (Salminen 2012)

As the number of visitors, and marketing budget spent to it,

grows, conversion optimization becomes the most important

investment. Let me demonstrate by a very simple example of

two cases.

Advertising spend: 100 000 money

Visitors*: 400 000

Cvr: 1%

No. sales: 4000

Advertising spend: 50 000 money

Visitors*: 200 000

Cvr: 2%

No. sales: 4 000 * Avg. CPC 0.25 money

6

…the whole story

Now, the cases provide the same number of sales, although the other one is spending double

the amount for ads. But the question, from economic perspective, is this: Does the improvement

of cvr by one %-point cost more or less than 50 000 money? In every case it costs less than

that, which is the difference of advertising spends, it should be opted prior to increasing

advertising budget. This is an economic decision: there is scarcity of budget which leads to

desire to optimize efficiency and, finally, trade-offs between allocating investments (here:

between advertising and conversion optimization, both parts of the same marketing budget).

What my point is: THERE IS NO POINT IN DOUBLING MARKETING SPEND BEFORE

ABILITY TO CONVERT HAS BEEN OPTIMIZED, as it leads to a sub-optimal allocation. In fact,

by inserting real figures into this simple equation we can see how much it's worth to pay

for conversion optimization service, should such a service be acquired.

– There is A LOT that can be done improve conversion rate, and we are only in the

beginning. All efforts regarding the layout, features, and presentation of the website should

serve the purpose. We would do well by taking a step towards A/B testing, not necessarily

on the product level, since it's very cumbersome to execute, but by testing MAJOR things

and their impact on conversion. For one, conventions are very necessary. Users have used

to certain functions and positions (e.g. search box & shopping cart); we must adapt to these

as well as possible, otherwise we create frustration and confusion. As the usability expert

Jacob Nielsen says, users spend most of their time in sites other than yours.

Key takeaways:

1. Need to find better ways to capture visitors and convert them FIRST to suspects and then

sales.

2. Conversion optimization becomes more crucially when advertising is increased, and should

be done BEFORE increasing such investments.

3. Conversion optimization can be done EITHER in-house (by applying A/B tests) OR by

acquiring an expert service.

7

ABC-argumentti konversiosuhteen

tärkeydestä (Nielsen 2008)

a) ―In a multiplication, if you want to increase the outcome by a

certain percentage, you can increase any of the factors by that

percentage. It doesn‘t matter which factor is increased — the

result will be the same.

b) Thus, to double a site‟s business, you can double the number

of unique visitors. However, this would be very expensive,

requiring that you more than double the advertising budget

(assuming you‘re already advertising under the most-promising

keywords, and thus need to buy traffic from less promising or

more expensive sources).

c) Alternatively, you can double the conversion rate and achieve

the same business improvement. It‘s still fairly cheap to double

conversion rates, though it‘s not as cheap as it was, say, in 2000.

According to our survey, spending 10% of your development

budget on usability should improve your conversion rate by 83%.

You can probably double the conversion rate by spending less

than 15% of your development budget. In most cases, it‘s far

cheaper to use 15% of your development budget than to more

than double your advertising budget.‖

8

Konversion käsite on suhteellinen

―…conversions are interpreted differently by individual

marketers, advertisers, and content creators. To online

retailers, for example, a successful conversion may

constitute the [1] sale of a product to a consumer whose

interest in the item was initially sparked by clicking a

banner advertisement. To content creators, however, a

successful conversion may refer to a [2] membership

registration, [3] newsletter subscription, [4] software

download, or other activity that occurs due to a subtle or

direct request from the content creator for the visitor to take

the action.‖ (Wikipedia 2012)

9

Kaava:

entä per

asiakas?

Konversiotyypit ja mikrotransaktiot

(Cooper 2010)

10

Asiakkaalta voi saada

• aikaa, huomiota

• klikkauksia

• yhteystiedot

• laskutustiedot

• hiukan rahaa (transaktio)

• lisää rahaa (bundlaus)

• vielä lisää rahaa (suhde)

• puhelinsoittoja ja

tapaamisia

• kausisopimuksia

• suositteluja

Kuitenkin lopullisena

tavoitteena on tietysti

€,$,£

Internet-markkinoinnin ”toimintaputki”

(funnel) (Salminen 2012)

11

Pre-click Post-click*

click

Level of

behavior

älä ainoastaan

keskity tähän…

…vaan koko

putkeen

Action :)

No action :(

…after click

12

Question 1:

Where am I? Question 2:

What can I

do here?

Question 3:

Why should

I do it?

• (landing page

optimization)

• tagline, header

• navigation (or not)

huom! linkit

kilpailevat

keskenään

huomiosta ->

vähemmän on

parempi

Problem of multiple

audiences?

• kannustimet

• call to action

―Homepages that must speak

simultaneously to multiple audiences

are notoriously difficult to optimize.

This is the main reason why you are

better off driving traffic to channel-

specific landing pages whenever

possible.‖ (Grinkot 2009)

konsistenssi

“Think one

goal, one

message,

one

action.”

break value

propositions into

different landing

pages (channel,

customer group,

intention…)

Bounce rate on korkea. Mitä se kertoo

sinulle?

Voi olla useita syitä:

1. designiin liittyvä yleinen ongelma (esim. navigaatio,

layout)

2. landing page on huono (esim. CTA:n puute)

3. ihmisten luontainen tapa selata sivuja (switching

behavior)

4. kohdennukseen liittyvä ongelma (kohderyhmän ja

arvolupauksen yhteensopivuus)

13

Konversiopolut (conversion funnel, ”path”)

14

esim.

liikenteen

lähteen

mukaan

eri lähteiden

tuomat tulot

konversioiden

määrät

Konversion kustannus (cost of conversion)

Bännerit Hakukone Facebook

Kävijöiden

määrä

1000 1000 1000

CPC (CTR) 1 (0,5 %) 0,25 (5 %) 0,50 (0,05 %)

Total cost (€) 1000 250 500

CVR (ostot) 2 % (20) 2 % (20) 2 % (20)

COC/CPS 50 12,50 25

15

• CTR:t viitteellisiä, mutta tyypillisiä

• CTR ei suoraan vaikuta

konversiokustannukseen, epäsuorasti kylläkin

• mitä tapahtuu kun muutetaan CVR:ää 1 %-

yks. verran?

Huom!

Konversion kustannus (cost of conversion)

Bännerit Hakukone Facebook

Kävijöiden

määrä

1000 1000 1000

CPC (CTR) 1 (0,5 %) 0,25 (5 %) 0,50 (0,05 %)

Cost (€) 1000 250 500

CVR (ostot) 3 % (30) 3 % (30 50%) 3 % (30)

COC/CPS 33 8,30 ( 33 %) 17

16

Konversiokustannukseen vaikuttaa paitsi

kävijöiden hankinnan hinta, myös kävijöiden

laatu (ostovalmius) ja sivun

konversiopotentiaali, jotka yhdessä

muodostavat konv.-%:n.

Huom!

Pienet parannukset

yksittäisissä konversion

vaiheissa voivat johtaa

suureen

kokonaisvaikutukseen

kertautumisen vuoksi.

“Compounding effect of

micro-gains”

”Kanavamotivaation” ongelma

konversiossa (Marketing Experiments 2010)

―The PPC traffic was considerably more motivated than the external

banner traffic, and though the new process significantly lowered Friction in

the process, there was not much to address the specific motivations of

incoming visitors.

– Though cutting the amount of steps in a process increased the

conversion rate for every channel tested, there was a significant

difference in gains made from channel to channel. As we have

taught, not all channels will convert at the same rate because

they represent different demographics at different places in the

conversation. The PPC traffic was considerably more motivated than

the external banner traffic, and though the new process significantly

lowered Friction in the process, there was not much to address the

specific motivations of incoming visitors.‖

testaa eri kanavia, mieti tavoitteita

ongelma ilmenee selkeimmin, kun yrität skaalata (minä tahansa

hetkenä on vain rajattu joukko ihmisiä, jotka ovat valmiita

ostamaan; muiden kohdalla on päästävä valintajoukkoon tai

luotava tarve)

17

Kanavat konvertoivat eri teholla (cost of

conversion)

Bännerit Hakukone Facebook

Kävijöiden

määrä

1000 1000 1000

CPC (CTR) 1 (0,5 %) 0,25 (5 %) 0,50 (0,05 %)

Cost (€) 1000 250 500

CVR (ostot) 1 % (10) 1 % (10) 3 % (30)

COC/CPS 100 25 17

18

entä myöhäinen

konversio?

Muita haasteita (Mikä kampanja konvertoi

parhaiten?)

• ostamisen lykkääminen (deferred buying behavior)

– kun cookien teho häviää, ‖kadotetaan‖ asiakas

– voidaan ehkäistä rekisteröinneillä

• attribuutio-ongelma (iSales-keissi)

– sitä monimutkaisempi, mitä enemmän

markkinointikanavia JA myyntikanavia

– jos on sekä online- että offline-myyntipiste JA online-

ja offline-markkinointia, on lähes mahdotonta

diskreettisesti erottaa ratkaiseva kosketus

– huom! ensikosketus ei ole aina ratkaiseva

– kyseessä on siis jonkinlainen todennäköisyysmalli,

jonka mukaan asiakkaat painottavat eri kanavista

tulevia viestejä ostopäätöksen tekemisessä

19

Kosketusten painottaminen (Burka 2011)

‖There are several ways to allocate success across

different online marketing channels. The easiest method

is to weight each channel equally, leaving yourself the

option of taking the frequency of each channel‘s

exposure into account, as well as the placement of each

in the purchase path (first, last or middle touch point).

– For example, if someone has been exposed to a

display ad five times in a seven touch point path, then

the credit given to display can be weighted higher. Or if

display was the first touch point, you could make the

case that this channel introduced someone to the

brand and should be given more credit than the other

channels. In addition, it would make sense to weight

the data points based on whether they result in new

customers or existing customers.‖

20

Last touch bias (Salminen 2012)

• käytössä olevalla analytiikkatyökalulla pystytään

erottamaan vain viimeinen, konversion tuonut

kosketus

– ollaan siis sokeita kaikille aiemmille kosketuksille

• tämän perusteella päätellään että kampanja B (last

touch) sai aikaan konversion, vaikka ainakin osa

konversion arvosta pitäisi sijoittaa aikaisemmille

kosketuksille (esim. kampanja A, first touch)

• tuloksena on attribuutiovirhe, ‖last touch bias‖

– seurauksena voidaan tehdä huonoja

allokointipäätöksiä

21

Konversio-optimoinnin osa-alueet (Salminen

2012)

22

landing

page

ostoskori

bounce

loyalty churn

landing page

optimization

shopping

cart recovery

lifecycle

marketing

esteet kannustimet

esteet kannustimet

Miksi asiakas hylkää ostoskorin?

• tilausprosessin vaikeus

• maksu- tai toimitustapojen puute

• tuote ei heti saatavilla

• tiedon puute (toimitusaika, tuote, yritys…)

• pettymys esim. postituskuluihin

• vertailu eri myyjien välillä

– ―Online-savvy consumers are using shopping carts to

browse more than to buy. Knowing that shipping costs,

handling charges, sales tax, product availability, and

delivery methods vary widely among online retailers,

customers use shopping carts to compare vendors.‖

23

Asiakas laittaa tuotteen ostoskoriin, mutta

lähtee sivulta. Mitä teet?

• Ensin täytyy TIETÄÄ asiasta (analytiikka).

• Vaihtoehdot:

1. kysy heti miksi (event-trigger?)

2. lähetä sähköpostia (tunnistaminen, rekisteröinti?)

3. uudelleenkohdista mainontaa (retargeting)

24

5 vinkkiä ostoskorin pelastamiseen

(Marketing Experiments 2005)

1. Collect email address (and possibly also the phone number) in the first

step of your order process so you are able to contact customers if they

do not complete their orders. This may seem obvious, but many site

owners overlook this simple step that enables the whole cart-recovery

process.

2. Many abandoned carts are caused by problems or frustrations with the

order process. Your potential customers will be much more likely to

respond if they sense that you are genuinely interested in helping them.

Let them feel your authentic concern.

3. It is important that you respond as soon as possible after the carts are

abandoned. The more time that passes, the more likely customers will

forget about your offer. If possible, automate your first message so that it

will be sent out within minutes of the abandoned order.

4. If possible, design your email messages so that a link will take the

customer back to the abandoned cart with the item or items already

added and as much information as possible pre-populated in the

order form.

5. Utilize incentives to encourage potential customers to come back to

your site and complete their orders.

25

Shopping cart recovery

(Marketing Ex. 2005)

26

First Email:

Hello:

Thank you for visiting ________.

We noticed that you did not complete your order,

and we wanted to do everything we can to help.

To complete your order in two minutes or less,

just visit our one-page, simple order form:

LINK

Product or service benefits should go here.

If you have any questions about our

products/services, please contact us using one of

the following methods:

PHONE NUMBER

EMAIL ADDRESS

WEBSITE ADDRESS

Please let us know if there is any other way we

can help.

Thanks,

Personal Signature

P.S. Use the postscript to provide an additional

incentive or notice of a money-back guarantee.

If you want your name removed from our records,

please click here:

SIMPLE UNSUBSCRIBE INSTRUCTIONS

Second Email:

Hello:

We are not sure if you received our previous email,

but this is our last attempt to contact you.

____ days ago, you started to place an order at

__________. Somehow, you were unable to

complete the form.

Was the problem on our end or on yours? Is there

any way we can help?

INCENTIVE

(Example: We apologize for any difficulty you may

have had with our ordering system. Our customer

service manager has approved a special price of

$19.95 if you would like to give us one more

chance.)

There are two ways to complete your order in two

minutes or less:

Use this link to visit our one-page, simple order

form:

LINK

Call (toll-free) 800-555-5555. We are standing by to

answer your questions.

If you are not satisfied with your purchase, we will

give you a complete refund, no questions asked.

Please let us know if there is any other way we can

help.

Thanks,

Personal Signature

P.S. If you do not respond to this email, we will

remove your information from our servers. There is

no need to unsubscribe.

If you want your name removed from our records

immediately, please click here:

SIMPLE UNSUBSCRIBE INSTRUCTIONS

Checkout-kannustus (”Olet melkein siellä!”)

―Many marketers assume that the customer has

enough momentum once clicking ‗add to cart‘ to make it

through the entire checkout process,‖ he stated, ―That‘s

a lot like expecting a fish to reel itself in once it‘s been

hooked.‖ The lack of value communication in the

checkout process is one of the biggest impediments to

conversion in the checkout process that our researchers

come across when optimizing the funnel process.

McGlaughlin stated that the value proposition must be

expressed continuously for every step/action you require

of the visitor. Marketers must never assume your

customer is completely sold in the cart.‖

27

Konversiosuunnittelun KoRKo-malli

(Salminen 2012, wp.)

28

Konversio-

design

Rakenne Sisältö

Konsistenssi,

Relevanssi,

Kongruenssi

1. luotettavuus

(trust indicators)

2. informatiivisuus

3. helppous

1. käytettävyys

2. design (layout)

3. linkkiarkkitehtuuri

(clutter, navigation)

• samat kuvat,

sama ilme

• sama arvolupaus

• jatkuva

vakuuttaminen

• konventiot

• autenttisuus

• aktiviteetti

friction reduction

• referenssit

• suositukset

• brand

spillovers

A/B

oikea

kohderyhmä

Trust indicators (social proof)

29

Facebook-

tykkäykset

suositukset/

asiakaspalaute

Sertifikaatit/

brändikytkökset

call-to-

action

kuvat

copyteksti

Pyri konventioon

30

konventio = elementti ja

sijainti, johon asiakas on

tottunut muissa

verkkokaupoissa (ts.

vallitseva käytäntö)

ostoskori yläoikealla

logo ylävasemmalla

kategoriat vasen laita

tuotteet keskellä

kampanjabänneri

tuotteiden yläpuolella

haku yläoikealla?

yhteystiedot horis.

valikossa?

Älä poikkea

konventioista

ilman hyvää syytä! (herättää

hämmennystä)

”Friction overload” (Sutton 2011, suom. ‟kitka‟)

“Friction is the psychological resistance to elements in the email

– Friction is caused by forcing subscribers to think or act.

Longer copy takes longer to read and therefore increases

friction. Using several calls-to-action (instead of one)

increases friction by forcing subscribers to weigh several

options.

Every email has friction (subscribers have to read and click on

something), but it must be minimized. Common causes of ―friction

overload‖ in emails include:

– Multiple images that compete for attention

– Non-linear eye path in the layout

– Multiple calls-to-action from which to choose

– Long or confusing copy

Excessive friction is also generated by emails that do not follow the

typical subscriber‘s thought process. For example, the call-to-action

should not be presented until the subscriber understands why they‘ve

received the message and why they should respond. Otherwise, the

email is calling them to act before they see a clear benefit.‖

31

Suositukset (social proof)

32

arvostelut

kertovat

tuotteen

laadusta

ostofrekvenssi

kertoo muiden

asiakkaiden

valinnoista

kohdennettu

suositus perustuu

asiakkaan toimiin

Trust seals & brand solicits (reference

proof)

33

referenssi-

asiakkaat,

brand spill over

effects

Trust indicator: appearance of activity

(Bustos 2010)

‖Though someone may not buy an item

just because someone else has just

snapped it up, it does give the

appearance of activity on the site. In

traditional retail, the busier a store is, the

more people it will attract. When I worked

in a shoe store, we were told to ‗make a

mess‘ when the store was ‗dead‘ to give

the appearance that something was

happening in the store. Otherwise, people

will look in and walk right by. It works.

Bubblelicious gives the sense that

Backcountry is an active site that many

other people are shopping right now –

which may have the same effect.‖

34

live-päivitys sivun

tapahtumista

Relevanssi: autenttinen kuvamateriaali

35

Kuvapankista

Aitoja

kuvankaappauksia

Kuvien autenttisuus

―Marketers often use stock images that imply nothing

about the value of the offer, settling for ‗pretty‘ images

that make no clear connection to the offer‘s core value.

Remember, images that say nothing are worth

nothing. The force of an image increases with its

authenticity. Images can bring a realism that reduces

the „virtual distance‟ between an offer‟s value and

the recipient‟s perception of that value. Therefore,

marketers must attempt to find images that help the

visitor see and experience the core value of the

product.‖ (Marketing Experiments 2010)

36

”Marketese language” – vältä tätä!

37

”MA8 tarjoaa laadukkaita ratkaisuja

digitaalisten järjestelmien

ymmärtämisen strategisessa

markkinointikontekstissa.”

WTF?

• Spesifisyys.

‖industry leader‖,

‖best data‖ – BS!

• epäselviä

kvalitatiivisia väitteitä

• informaatioarvo nolla

• Tyyli (tone).

‖Your hunt is

over!‖

tunnetaanko

me?

• Valinnanvara

konktoinnissa,

pushy?

Arvolupausten konkretisointi

‖To offer an example, commonly used PPC terms such

as ‗biggest‘ mean nothing out of context. Instead of

wasting ad space with unsubstantiated generalities,

choose to tell the user, ‗106,000+ new users in 2010.‘

Don‘t tell the user that something offers ‗fastest

downloads‘ when it is more effective to say, ‗Download

time is X seconds.‘ Such superlatives offer the user no

information that would encourage a clickthrough.‖

(Marketing Experiments 2011)

pidä huolta, että tarjoat informaatioarvoa!

“Asiakas ei ole tyhmä. Hän on vaimosi.” (Ogilvy)

38

Mielestäsi landing page A on parempi, Joni

sanoo B:n olevan parempi. Mitä tehdään?

39

kontrolliversio (A) testiversio (B)

+3,6 %

Testataan ja katsotaan

kumpi voitti.

Testin rakenne:

Muutetaan ainoastaan

toimintakehoite (call-to-

action), mitä opitaan?

A/B testauksessa huomioitavaa

• itsenäiset ja riippuvat muuttujat (minkä vaikutusta

mihin testataan?)

• peräkkäinen (sequential) vai rinnakkainen (split) testi

• tarpeeksi dataa (merkitsevyys)

• hyvä olla hypoteesi (joidenkin mielestä aina)

• tuloksia käytetään hyödyksi jatkokampanjoissa

Haasteet (muk. Arento 2010)

– syklisuus (keston oltava riittävä)

– trendisyys (testauksen on hyvä olla jatkuvaa)

– harhaisuus (testi pitäisi toistaa)

– muista kanavamotivaatio

– analysis paralysis (koita aloittaa RADIKAALEISTA

muutoksista)

40

Esimerkki A/B-testauksesta uutiskirjeen

testauksessa ―As a simple example, a company with a customer database of 2000

people decides to create an email campaign with a discount code in

order to generate sales through its website. It creates an email and

then modifies the Call To Action (the part of the copy which

encourages customers to do something - in the case of a sales

campaign, make a purchase).

To 1000 people it sends the email with the Call To Action stating

‗Offer ends this Saturday! Use code A1‘, and to another 1000

people it sends the email with the Call To Action stating ‗Limited

time offer! Use code B1‘. All other elements of the email‘s copy

and layout are identical.

The company then monitors which campaign has the highest

success rate by analysing the use of the promotional codes. The

email using the code A1 has a 5% response rate (50 of the 1000

people emailed used the code to buy a product), and the email using

the code B1 has a 3% response rate (30 of the recipients used the

code to buy a product). The company therefore determines that in

this instance, the first Call To Action is more effective and will

use it in future sales campaigns.‖ 41

Testaamisen tavoite on ymmärtää miksi!

―Marketers should not assume that a popular page

design will be effective for every situation. The problem

with ‗best practices‘ or ‗best designs‘ is that they rarely

work across the board. It is more important to move

beyond understanding the ‗what‘ of page layout, and use

testing to attain the deeper understanding of „why‟.‖

(Marketing Experiments 2010)

voit aina kyseenalaistaa ―lait‖

jotta ymmärtää, mikä asia toimii missä tilanteessa, on

hyvä ymmärtää syy/mekanismi/logiikka; muuten saatat

yllättyä

42

Yhdenmukaisuuden periaate (principle of

congruence)

―Essentially, this principle states that for a value

proposition to be effectively expressed on a Web page,

each element of that page must either state or

support the value proposition. This means that not

only do headlines and copy need to communicate value,

but images, buttons, navigation, and even the site

functionality must be saying something about the value

of the offer.‖ (Marketing Experiments 2010)

43

Designin ja konversion tradeoff?

―On the Web there is often a false dichotomy between

aesthetics and optimization. Some marketers desire a

site that ―looks nice‖ but is not necessarily optimized for

conversion. Other marketers care less about design and

just want a ―site that sells.‖ But, as is usually the case

with such marketing tensions, the answer is not one of

competition, but cooperation. Solving this tension is a

matter of assigning priority, and as the following

experiment clearly illustrates, strategy should take

priority over style.‖ (Marketing Experiments 2010)

(muista myös designin ja hakukoneoptimoinnin oletettu

tradeoff)

44

Tavoitteena kaunis sivu? (Designer’s fallacy)

―Marketers must understand that an aesthetically

appealing page does not necessarily convert better

than an aesthetically unappealing page. Optimization

strategy will almost always trump style when it comes to

visitor response.‖

– toisin sanoen, ruma sivu voi myydä paremmin kuin

―hieno‖; joskus esteettisyyden lisääminen ovi johtaa

konversion alenemiseen

– esim. boo.com, fruugo

―This does not mean that aesthetic design has no place

in optimization. Branding, images and the like can

help conversion when used appropriately, but there

is often a disproportionate emphasis placed on the style

of design.‖ (Correll 2011)

45

”Lojaaliusmaksimi” (totta vai tarua?)

―The traditional arguments from non-Internet marketing continue to

hold:

it is almost always much cheaper to retain satisfied customers

and turn them into repeat business than it is to attract a new,

one-time customer.

The first time you do business with somebody, the net result may

well be a loss because of the huge cost of attracting new customers

[…]. Also, the first order is likely small because the customer wants

to test the waters before committing to large deals on an ongoing

basis. Keeping the customer in the fold is cheaper than advertising

for new customers, and repeat orders are likely be progressively

larger. Combine cheaper costs and larger orders and you find that

repeat customers generate most of your profits. This has been

proven again and again in the ‗real world‘ and is almost certainly true

on the Internet as well.‖ (Nielsen 1997)

46

konversio < retentio? (CVR:n

ja CLV:n suhde?)

Stay tuned!

47