How to compete against

The Big Ones (Amazon, Zalando, IKEA etc.)

In the World of E-commerce

Presented by Mogens Møller CEO at Sleeknote & CRO Specialist

@MogensMoeller #elitecamp2016

FlemmingBerit

@MogensMoeller #elitecamp2016

@MogensMoeller #elitecamp2016

@MogensMoeller #elitecamp2016

@MogensMoeller mm@sleeknote.com@MogensMoeller #elitecamp2016

FlemmingBerit

@MogensMoeller #elitecamp2016

@MogensMoeller #elitecamp2016

@MogensMoeller #elitecamp2016

CEO & Co-Founder

Mogens Møller

Engage your visitors and turn them to customers

@MogensMoeller #elitecamp2016

@MogensMoeller #elitecamp2016

@MogensMoeller #elitecamp2016

“Danes are the happiest

people in the world”

United Nations World Happiness Report 2016

Winston

@MogensMoeller #elitecamp2016

@MogensMoeller mm@sleeknote.com@MogensMoeller #elitecamp2016

@MogensMoeller #elitecamp2016

250 moderated user tests (done by myself)

+Tons of mistakes

(done by myself)

@MogensMoeller #elitecamp2016

Order ReceiversMost ecommerce websites are simple

@MogensMoeller #elitecamp2016

Don’t be a stupid order receiver

Help and guide your visitors to find the right product

@MogensMoeller #elitecamp2016

If you want to beat The Big Ones Take Away #1

#1

Don’t copy cases Be inspired by principles

Ski vacation

@MogensMoeller #elitecamp2016

@MogensMoeller mm@sleeknote.com

Persona

@MogensMoeller #elitecamp2016

@MogensMoeller mm@sleeknote.com

The Stock Photo Trap

@MogensMoeller mm@sleeknote.com

@MogensMoeller mm@sleeknote.com

@MogensMoeller mm@sleeknote.com

@MogensMoeller mm@sleeknote.com

@MogensMoeller mm@sleeknote.com

Persona (simplified)

Facts - Møller Byskov Family - First time skiing with the kids

Needs and Wishes - Great kids area - No drunk danish afterskiers - Close to Autobahn - Good super markets

+19% uplift in bookings

#2Know your customers…

and make real personas

@MogensMoeller #elitecamp2016

If you want to beat The Big Ones Take Away #2

Know your customers- What do your customers love?

- What do your customers hate?

- What is important to your customers?

- What is not important to your customers?

- How is your customers’ every day life?

- What is your customers’ pain?

@MogensMoeller #elitecamp2016

Know your customers

- What exact problem are you solving for your customers?

- What information do your customers need to make a buying decision?

@MogensMoeller #elitecamp2016

All skiers The Happy Stock Family A Real Familywith real needs and problems

@MogensMoeller #elitecamp2016

Scuba Diving Masks

#3Try to create no-brainers

Assume your visitors are always in a hurry

@MogensMoeller #elitecamp2016

If you want to beat The Big Ones Take Away #3

#4Inspire your visitors

and help them identify themselves, their wife, kid etc. in your products

If you want to beat The Big Ones Take Away #4

@MogensMoeller #elitecamp2016

Don’t copy cases Be inspired by principles

Process

@MogensMoeller #elitecamp2016

Process

1) Auto emails after new order with relevant questions

@MogensMoeller #elitecamp2016

Process

1) Auto emails after new order with relevant questions

@MogensMoeller #elitecamp2016

Process

1) Auto emails after new order with relevant questions

@MogensMoeller #elitecamp2016

Process

1) Auto emails after new order with relevant questions

2) Telephone interviews with customers every quarter

@MogensMoeller #elitecamp2016

Process

- What do your customers love?

- What do your customers hate?

- What is important to your customers?

- What is not important to your customers?

- How is your customers’ every day life?

- What is your customers’ pain?

- What exact problem are you solving for your customers?

- What information do your customers need to a right buying decision?

@MogensMoeller #elitecamp2016

Process

1) Auto emails after new order with relevant questions

2) Telephone interviews with customers every quarter

www.groovehq.com/blog/customer-development

@MogensMoeller #elitecamp2016

Process

1) Auto emails after new order with relevant questions

2) Telephone interviews with customers every quarter

3) User-tests every half year

@MogensMoeller #elitecamp2016

Process

1) Auto emails after new order with relevant questions

2) Telephone interviews with customers every quarter

3) User-tests every half year

@MogensMoeller #elitecamp2016

Don’t be an order receiver!

Help, motivate and inspire your visitors to make the right buying decision!

@MogensMoeller #elitecamp2016

Thanks for listening

mm@sleeknote.com