online dialogues and conversion optimization (online tuesday feb 9, 2010)
DESCRIPTION
Online conversion optimization: theory and practice. From mass optimization to segmentation and 1-on-1 dialogues. How to build groups of customer profiles, based on their (historical) behavior and collect the knowledge of how to communicate better and better with them.TRANSCRIPT
“Conversion optimization”February 9th 2010, 19:30
Bart Schutz & Ton wesseling
Strategy, design, development and optimization
of customer dialogues
IndexA customer dialogue
The dialogue model
Current online dialogues
Conversion optimization roadmap
The local bakery store
26/60
Still sells like we did 300 years ago
35/60
5 million years ago
We started communicating
35/60
400.000 years ago
35/60
555 years ago
35/60
100 years ago
35/60
80 years ago
Masscommunication
From 1 to many
28/60
The Web
1-on-1
connections
dialogues
32/60
37/60
Everyone is connected
36/60
The web is like a small village…
Dialogues…
Tuning the conversation
Targets & happiness
theory © http://onlinedialogue.com
icons © http://dryicons.com
Company goals Customer goals€€€
Prospect / clientCompany
BehaviorBehaviorBe
havi
orBe
havi
or
Multi purpose
Multi- channel
Multi phase
Caused by 4 internal and 3 external influencers
Company goals Customer goals€€€
External influencers
Prospect / client
Social environmentSocial environmentCompetitorsCompetitors MediaMedia
Company
theory © http://onlinedialogue.comicons © http://dryicons.com
Multi purpose
Multi- channel
Multi phase
KnowledgeKnowledge
AttitudeAttitudeBehaviorBehaviorBe
havi
orBe
havi
or
Internal influencers
PersonalityPersonality
Internal influencersContextContext
Become a winner
through analyzing (historical) behaviour
and tuning the conversation
1996
2003
2010
1999
2002
2005
2010
1997
2003
2010
1996
2004
2010
2001
2010
In 15 years
We grew from a
Push web publication to a
Rich user internet…
… but still pushed web publication
Main psychological behavior profiles
picture ©http://www.keirsey.com/
fast
emotion
logic
slow
Don’t use the same sign up form
for every single visitor
Introductionpage
Introductionpage
Sign up page ASign up page AProduct page AProduct page A
Sign up page A2Sign up page A2
X
We need to do more with the data
What data?
picture ©http://www.kaushik.net
Webanalytics & CRM data
40
All we’ve got is just a tool?
41
Which reports about KPI’s & trends
42
Why?
43
Does it generate actionable insights?
44
What is the (micro)goal of the dialogue?
45
Do you give answers to visitor questions?
46
Report on goals, funnels and (micro)conversions
Conversion optimization roadmap
11
theory © http://onlinedialogue.com
Dialogue mapping
1
Company goals Customer goals€€€
Prospect / clientCompany
BehaviorBehaviorBe
havi
orBe
havi
or
Multi purpose
Multi- channel
Multi phase
What does the visitor click on?
Why did the visit stop?
Where did the visit stop?
Where did the visitor search for?
50
User session replays (Clicktale)
51
Form analysis (Clicktale)
52
Feedback analytics (Kampyle.com)
53
Talk with your customer!
Conversion optimization roadmap
22
theory © http://onlinedialogue.com
Mass optimization
2
Try to find out why your prospect
is NOT buying your product
Take away the
unique NON buying reasons
58
Competitive and social intelligence (Radian6)
59
Competitive and social intelligence (free)
60
User surveys (Surveymonkey)
61
User testing (Usabilla)
62
Eyetracking study by Stefan Wobben, Concept7
Conventions – just 1 out of hundreds
63
Jorden Lentze, ABN AMRO E-channels
Yes it works…
Conversion optimization roadmap
33
theory © http://onlinedialogue.com
Targeted content
3
Results
BestControl
+27.8% [15.0% : 40.7%]
Just an old test…
67
Monday
The insights…
68
Saturday
The insights…
Behavioral targeting variables
© http://www.omniture.com
70
People read and write!
Look outside your window
Now you need this…?
Or?
The webmasters can do it for free! (BTBuckets)
Conversion optimization roadmap
44
theory © http://onlinedialogue.com
Structured testing
Test your teams thoughts and learn!
Prospect / client
KnowledgeKnowledge
AttitudeAttitude
Internal influencers
PersonalityPersonality
Internal influencersContextContext
Dialogue optimization
4
Profiles
4
Behavioral dataBehavioral data
Build up groups of customer profiles
how to communicate with them
and collect the knowledge of
segmented on their behavior
The webmaster does! (BTBuckets)
Free segmented testing…
And if you don’t get HTML code….
…will be able to do this someday soon
Your toolbox…
Conversion optimization roadmap
theory © http://onlinedialogue.com
Start structured optimizing now!
Don’t use the same sign up form
for every single visitor
Introductionpage
Introductionpage
Sign up page ASign up page AProduct page AProduct page A
Sign up page A2Sign up page A2
X
Just like him…
@tonwesseling
@barts
@onlinedialogue
[email protected]: +3130 4100 170
Invite us for a business talk: