presentatie ton wesseling mie 2013

Guiding you to digital maturity!

Contact: Ton Wesseling – 030 4100 172 – [email protected]!

Continue optimalisatie!!

“Middels A/B-testen richting de verleidende dialoog”!

MIE, Den Haag, 7 februari 2013!Ton Wesseling (@tonwesseling)!


Onderzoeken! Organiseren! Optimaliseren!

Onderzoeken! Organiseren! Optimaliseren!

Klanten!


De komende 45 minuten gaan we het hebben over:!!  Dialogen op internet!  De online dialoog toolkit!  Optimalisatie cases!  Persuasion technieken!  Het optimalisatie proces!

Slide bakery store!

Your offer

The dialogue!

Visitor needs Company needs €€€

Social Compe7tors Media

You Customer

theory © http://onlinedialogue.com icons © http://dryicons.com

Mul7 purpose

Mul7-‐ channel

Mul7 phase

Your offer

Online we can only see behavior!


You


Customer


Mul7 purpose

Mul7-‐ channel

Mul7 phase

Applica7on Behavior

Percep7on

Emo7on

Ra7o

Internal influencers Needs

Memory

Complex isn’t it?!

Slide bakery store!

in (non) verbal communication!Many, many, many years of experience!

The bakery shop against the web!Unlimited customers

No customers

High Quality Dialogues

Low Quality Dialogues

Quantity vs. quality!

Leads to results!

Dialogue quality improvement!

To create things!

I joined the web 16 years ago!

Looking for insights!

The log file business!

To end those long meetings

that

this

What should we do?

Very though IT stuff!

Inflexible toolkit!

Your toolkit is fully equiped!!

Your offer

We can measure and improve!


You


Customer


Mul7 purpose

Mul7-‐ channel

Mul7 phase

Applica7on Behavior

Knowledge

ALtude

Personality

Internal influencers Profile

Context

5 Main Dialogue fields!

Your offer


You


Customer


Mul7 purpose

Mul7-‐ channel

Mul7 phase

Applica7on Behavior

Knowledge

ALtude

Personality

Internal influencers Profile

Context

Dialogue!

Enviroment!

Offer!

You!Customer!

Going and going and going!

Continious optimization!

Use a tool where you want it!

Qubit Opentag: targeted tag management!

Qubit Opentag: targeted tag management!

Multitasking!

Follow a user session!

Google Analytics: visitor flow report!

Google Analytics: visitor flow report!

See behavior from people you don’t serve!

See a user session!

Clicktale.com: mouse & keyboard behavior!

Clicktale.com: mouse & keyboard behavior!

Replay every conversation you had!

User happiness feedback!

4qsurvey.com: answers injected in analytics!

4qsurvey.com: answers injected in analytics!

Did you like my bread?!

Product review API!

Yelp: what do they think about whatever product?!

Yelp: what do they think about whatever product?!

What kind of products should I sell? !

Target based on historic profile!

Personyze.com: every detail you can think of!!

Personyze.com: every detail you can think of!!

I remember you!

How much engaged is someone?!

Facebook.com: your identity provider!

Facebook.com: your identity provider!

I know who you are!

Competitive intelligence API!

Mozenda.com: website info to database!

Mozenda.com: website info to database!

I know your options!

Social Environment API!

Topsy.com: most shared URL’s!

Topsy.com: most shared URL’s!

I know what’s hot!

On the fly landing page creation!

Unbounce.com: instant landing pages!

Unbounce.com: instant landing pages!

I open up new opportunities fast!

Drag and drop AB testing!

Visualwebsiteoptimizer.com: change with a click!

Visualwebsiteoptimizer.com: change with a click!

I can refurniture my store in a minute!

All the tools are in place!

To be fast and flexible, to analyse and optimize!

Tag management!

Content platforms!

Drag and drop!

User flows!

User sessions!

Feedback!

Reviews!

CRM targeting!Social identity!

Scraping!

Aggregating!

Slide bakery store!

To become as good, or even better as him…!

CC: http://www.flickr.com/photos/michaelroper/2618105/!

Which Test Won Awards !

Ronde 1: Univé autoverzekeringen!

Kenteken widget op de pagina!


Zonder kenteken widget!

Meer verkopen met?!

Met kenteken widget! Zonder kenteken widget!

Hoeveel verschil?!


Ronde 2: Kras.nl homepage!

Pagina inclusief “mijn boeking”!


Pagina zonder “mijn boeking”!

Meer verkopen met?!

Met “mijn boeking”! Zonder “mijn boeking”!

Hoeveel verschil?!


Ronde 3: Freo.nl homepage!

Lening oversluiten als default tool!


Kosten lening berekenen als default tool!

Meer verkopen met?!

Lening oversluiten! Kosten lening!

Hoeveel verschil?!


Ronde 4: Kras.nl reispagina!

Bezoeker laten landen op prijzenoverzicht!


Bezoeker laten landen op accommodatie info!

Meer verkopen met?!

Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!

Hoeveel verschil?!


Ronde 5: MoneYou productpagina!

Call to Action: aanvragen!


Call to Action: informatie + aanvragen!

Meer verkopen met?!

Call-to-action: aanvragen! Informatie + aanvragen!

Hoeveel verschil?!


Persuasion techniques!

Persuasion techniques!

Categorized!

The wheel of persuasion!

Autonomy!

Anchoring:

Start high,

than move do

wn

Anchoring & adjustments!

Contrast effect!

“The ugly brother”!

! !Your own Groundhog Day!

Online kun je echt goed toetsen!

AB testing!Winner!!

Variation B!

Variation A!

Default!

Optimization process!

Hypothesis!

Alternative!

Continuous improvement!

Optimization process!

Hypothesis!

Alternative!

The team!

Designers!

Marketeer!

S! startreden!

A!analyseren!

M!maken!

E!evalueren!

N!navertellen!

SAMEN!

Bedrijfsdoelen Klantdoelen €€€

Bezoeker Bedrijf

icons © http://dryicons.com

Gedrag

Op7

malisa

7e

Medewerkers

Tools

Methode

Samengevat!

Internal influencers BehoeWe

Verwach7ng

Triggers

en hoe kunnen we ze verleiden?!

Wat zoekt men, wat verwacht men?!

Build up groups of customer profiles!

how to communicate with them!

and collect the knowledge of!

segmented on their behavior!

Dit willen we bereiken!

You start to initiate a dialogue optimization team!!

Long term ROI!

Slide bakery store!

To become as good, or even better as him…!

ondi.

@onlinedialogue @tonwesseling!

Analyze, Organize & Optimize!

Ton [email protected]!Tel: +3130 4100 170!

Contact:!


presentatie ton wesseling mie 2013

Business