the web is people - zeppelin group - bto buy tourism online 2013 - johannes tappeiner
DESCRIPTION
BTO - Buy Tourism Online Day TWO 4 dicembre 2013 THE WEB is PEOPLE http://www.buytourismonline.com/eventi/the-web-is-people/ Good Vibrations nel posizionamento turistico online Landing pages – Conversion rocks: Trasformare visitatori in clienti con pagine orientate al target Neuromarketing: Il click avviene nel cervello dell’utente Limbic Map: Sistemi motivazionali ed emozionali umani Case Study 5 cose che possiamo cambiare subito Speaker: Johannes Tappeiner Marketing & Webmarketing Director Zeppelin GroupTRANSCRIPT
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THE WEB IS PEOPLE Cassetta degli Attrezzi ADVANCED
BTO Firenze, 4.12 .2013 Johannes Tappeiner / Zeppelin Group
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HI – I‘M
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THE WEB IS PEOPLE
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THE WEB IS PEOPLE
! L‘utente – le persone al centro
! Cosa sappiamo del nostro utente: analisi delle personas
! Il neuromarketing: come funzionano le persone
! Conversions rocks: landingpage ottimizzate
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L‘UTENTE È UNA PERSONA! …non (solo) un numero nella statistica web
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MA COSA SAPPIAMO DEL NOSTRO UTENTE?
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Chi sono i miei utenti sul sito?
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Quali sono le aspettative dell‘utente che visita il mio sito…
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Come naviga sul sito e quali sono i suoi obiettivi?
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Quali sono le motivazioni delle singole persone?
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ANALISI DELLE PERSONAS
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CONOSCERE L‘UTENTE
! Descrizione degli utenti tipici
! Chi è: nome, età, professione, situazione familiare…
! Cos‘è: valori, marchi, media, consumo…
! Come usa Internet?
! Perchè acquisterebbe il nostro prodotto? Perchè no?
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ANDIAMO A CONOSCERE MARCO
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Marco ha 34 anni…
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…fidanzato con Lucia, non ha figli, vive con Lucia in un bilocale a Milano…
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…lavora come architetto, è un tipo sportivo – fa jogging due volte a settimana, d‘inverno gli piace
sciare…
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…usa internet al lavoro, legge le mail con il suo smartphone, passa 1 ora su Facebook,
acquista 3 paia di scarpe online su Zalando…
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…fa 3 vacanze all‘anno – una vacanza breve wellness – 1 settimana in estate e un 4=3 per
andare a sciare in Alto Adige…
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…pianifica la sua vacanza su Internet, legge le recensioni prima di prenotare online
(ma decide Lucia)…
(ha un budget limitato)…
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ADESSO CONOSCIAMO MARCO
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QUALI SONO LE INFO RILEVANTI? ! Temi vacanza: inverno, estate, coppia, benessere
! Internet: mobile, social
! Pacchetti vacanza
! Dobbiamo coinvolgere anche Lucia
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NON DIMENTICATE: CHIEDETEVI CHI È IL
VOSTRO UTENTE
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IL NEUROMARKETING COME FUNZIONA L‘UTENTE
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Neurologia: i binari nel cervello
Marketing: come possiamo motivare le persone a interessarsi a prodotti / marchi e
portarli all‘acquisto
Neuromarketing: come influenzare l‘utente sfruttando i binari collaudati nel cervello
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IL CERVELLO UMANO
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! PILOTA AUTOMATICO
Il subconscio, decisioni spontanee, senza riflessioni, in modo intuitivo…
! PILOTA
Decisioni razionali, controllate...
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Il più delle volte decide il pilota automatico e non il pilota!
Pilota automatico (subconscio)
Pilota
Percezioni
Azione
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UN PICCOLO TEST
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Leggi i colori delle parole
- non le parole
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Giallo Giallo Blu Blu Verde
Verde Verde Verde Rosso Giallo
Verde Bianco Giallo Blu Rosso
Nero Rosso Rosso Giallo Blu
Rosso Blu Rosso Verde Rosso
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DIFFICILE?
Pilota: pronunciare il colore giusto (senza considerare la parola)
Pilota automatico: identificare i colori visivamente
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"Io posso" Usability
"Io voglio" Psicologia del consumatore
"Io devo" Neuromarketing
ROI
Atteggiamento Disciplina
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SFRUTTIAMO IL NEUROMARKETING: USABILITY, DESIGN,
CONTENT E CONVERSION!
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TASSO DI CONVERSIONE (come misuare la performance di un sito)
= numero di richieste / prenotazioni
visite del sito web
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LANDINGPAGES OTTIMIZZATE
! Pagine di „atterraggio“ per azioni webmarketing
! Solo contenuti rilevanti: immagini, testi…
! Una chiara “call to action“: conversione = richiesta
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L‘ottimizzazione della conversione è un processo!
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Usability e Design
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UN‘ALTRO TEST
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CHIARO!
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MOTIVAZIONE
CONVERSIONE =
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OTTIMIZZARE LA CONVERSIONE ! Essere rilevanti
! Trasmettere fiducia
! Stimolare l‘azione
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ESSERE RILEVANTI!
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Abbiamo poco tempo…
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50 millisecondi
mi piace?!
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500 millisecondi
mi posso fidare?!
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5 secondi
ho deciso!
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Quello che ho trovato è quello che ho cercato?
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TRASMETTERE FIDUCIA!
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Marchi di qualità
Aumentare il trust con marchi conosciuti
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Social Proof
Le persone seguono le persone
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STIMOLARE L‘AZIONE!
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Emozioni!
Fate parlare le immagini
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USP – i tuoi punti di forza
Perchè devo scegliere te?
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Call to action
Cosa deve fare l‘utente
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Limitare l‘offerta
Devo decidere subito!
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I NOSTRI 5 CONSIGLI
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#1 Conosci il tuo cliente
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#2 Adatta la tua offerta
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#3 Ottimizza le tue landingpages
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#4 Interpreta le statistiche web
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#5 VERIFICA E MIGLIORA!
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