cresterea conversiei: sfaturi practice (tecomm 2014)
TRANSCRIPT
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CRESTEREA CONVERSIEISfaturi practice
TeCOMM, 2014
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IOANA BARBUConversion Optimization Manager, Bitdefender
2www.pikant.ro
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3www.pikant.ro
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I. OPTIMIZAREA CONVERSIEI IN 2 PASI
II. AB TESTING
III. CONCLUZII & RESURSE
www.pikant.ro
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I. OPTIMIZAREA CONVERSIEI IN 2 PASI
1. ELIMINAREA PIEDICILOR
2. PERSUASIUNE
II. AB TESTING
III. CONCLUZII & RESURSEwww.pikant.ro
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INTRO
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AcquisitionConversionRetention
INTRO
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INTRO
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INTRO
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INTRO
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INTRO
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Optimizarea conversieica denumire
INTRO
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Mindset optimizer
INTRO
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Best practices
INTRO
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conversionxl.com/stop-copying-your-competitors-they-dont-know-what-theyre-doing-either/
INTRO
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100%Conversion Rate
INTRO
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I. OPTIMIZAREA CONVERSIEI IN 2 PASI
1. ELIMINAREA PIEDICILOR
2. PERSUASIUNE
II. AB TESTING
III. CONCLUZII & RESURSEwww.pikant.ro
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1. ELIMINAREA PIEDICILOR
2. PERSUASIUNE
www.pikant.ro
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1. ELIMINAREA PIEDICILOR
2. PERSUASIUNE
0. ELIMINAREA PROBLEMELOR DE FUNCTIONARE
www.pikant.ro
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1. ELIMINAREA PIEDICILOR
2. PERSUASIUNE
0. ELIMINAREA PROBLEMELOR DE FUNCTIONARE
www.pikant.ro
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ELIMINAREA PIEDICILOR
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ATTENTION
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ELIMINAREA PIEDICILOR
www.pikant.ro
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ANALIZA CALITATIVA:
-chestionare (site surveys)
ELIMINAREA PIEDICILOR
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ELIMINAREA PIEDICILOR
Mini-survey
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ANALIZA CALITATIVA:
-chestionare (site surveys)
-heatmaps
ELIMINAREA PIEDICILOR
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ELIMINAREA PIEDICILOR
Click heatmap
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ELIMINAREA PIEDICILOR
Mouse movement heatmaps
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ELIMINAREA PIEDICILOR
Mouse movement heatmaps
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ANALIZA CALITATIVA:
-chestionare (site surveys)
-heatmaps
-user testing
ELIMINAREA PIEDICILOR
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Personas vs visitor roles.
ELIMINAREA PIEDICILOR
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User testing cu minim 3 utilizatori.
ELIMINAREA PIEDICILOR
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ELIMINAREA PIEDICILOR
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ELIMINAREA PIEDICILOR
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ELIMINAREA PIEDICILOR
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ELIMINAREA PIEDICILOR
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ELIMINAREA PIEDICILOR
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Arhitectura informatiei
ELIMINAREA PIEDICILOR
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ELIMINAREA PIEDICILOR
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1. ELIMINAREA PIEDICILOR
2. PERSUASIUNE
0. ELIMINAREA PROBLEMELOR DE FUNCTIONARE
www.pikant.ro
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PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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Rolul design-ului in conversii.
PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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No FUDs
PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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PERSUASIUNE
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I. OPTIMIZAREA CONVERSIEI IN 2 PASI
II. AB TESTING
III. CONCLUZII & RESURSE
www.pikant.ro
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A/B TESTING
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www.getdatadriven.com/ab-significance-test
A/B TESTING
Relevanta statistica
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Durata unui test
A/B TESTING
Alte aspecte:
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Durata unui testNumar de iteratii
A/B TESTING
Alte aspecte:
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Durata unui testNumar de iteratiiTeste cu rezultate negative
A/B TESTING
Alte aspecte:
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Durata unui testNumar de iteratiiTeste cu rezultate negativeTestarea in conditii de trafic redus
A/B TESTING
Alte aspecte:
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Cultura testarii, nu a modificarii.
A/B TESTING
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a series of experiments
A/B TESTING
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A/B TESTING
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Redesign total
A/B TESTING
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I. OPTIMIZAREA CONVERSIEI IN 2 PASI
II. AB TESTING
III. CONCLUZII & RESURSE
www.pikant.ro
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Optimizarea ratei de conversie e un proces, nu un proiect.
CONCLUZII
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CONVERSION = Desire - Friction
CONCLUZII
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RESURSE / Carti
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RESURSE / Blogs
http://conversionxl.com/blog/http://unbounce.com/blog/http://www.nngroup.com/articles/http://baymard.com/blog
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RESURSE / Curs
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MULTUMESC!
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