online dialogues and conversion optimization (online tuesday feb 9, 2010)

“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

www.onlinedialogue.nlinfo@onlinedialogue.nlTel: +3130 4100 170

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