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
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
In 15 years We grew from a
Push web publication to a
Rich user internet…
… but still pushed web publication
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
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?
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
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
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
Build up groups of customer profiles
how to communicate with them
and collect the knowledge of
segmented on their behavior
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
@tonwesseling
@barts
@onlinedialogue
www.onlinedialogue.nl [email protected] Tel: +3130 4100 170
Invite us for a business talk: