etravel conference prezentare valentin radu (marketizator)
DESCRIPTION
Prezentarea sustinuta de Valentin Radu pe 15 octombrie 2014 la eTravel Conference: > Cum sa ai mai multe coversii cu acelasi trafic > Care sunt principalele canale de media > Ce inseamna performance marketingTRANSCRIPT
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Mai multe conversii cu acelasi trafic
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Despre ce vorbim astazi?
1. Ce inseamna performance marketing?2. Two to tango: trafic & conversii3. Cum putem imbunatati rata de conversie4. Q & A
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1. Performance marketing
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Ce presupune performance marketing-ul?
1. Achizitie Generare eficienta de trafic relevant2. Return on investment3. Rata de conversie prietenoasa4. Analiza, monitorizare si ajustare on-going a KPI-urilor
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It takes two to tango:trafic & conversii
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Despre trafic
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Despre conversie
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Despre conversie
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Ce poti face pentru a creste rata de conversie?
1. Atragere de trafic relevant - de preferat own media
2. Constructie de brand
3. Analiza cantitativa - segmentare
4. Analiza calitativa - voice of customer, buyer persona
5. Segmentare
6. AB testing
7. Personalizare
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Segmentare
1. Sursa de trafic(Adwords vs paid, grupuri de keyword-uri, branded)
2. Comportament(new vs returning, >5 pagini, etc.)
3. Rezultate(Heavy-buyers vs new-comers)
4. Demografice(Bucuresti vs provincie, etc)
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Sondajele comportamentale
- se fac atat pe vizitatori, cat si pe cumparatori- intentia de conversie per total sau pe fiecare segment important ne poate valida si politica de achizitie trafic- ne ajuta sa aflam motivele pentru care vizitatorii cumpara sau nu cumpara
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KPI-uri de urmarit lunar prin survey-uri:
VSI (visitor satisfaction index)CSI/LSI (customer/lead satisfaction index)PI (purchase intention)NPS (Net Promoter Score)
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- dupa ce a vizitat o pagina importanta pentru noi- la momentul cand face o actiune relevanta (se aboneaza la newsletter, adauga un produs in cos, etc)- la momentul cand vrea sa iasa de pe o pagina importanta pentru noi (on-exit interaction)
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Sunshine.co.uk – venituri mai mari cu £14 Milioane dupa ce au aflat prin surveys ca:
- vizitatorii nu stiu care este diferentiatorul lor fata de competitori- vizitatorii grabiti nu stiau daca preturile sunt pe camera sau persoana- parea suspect ca nu puteau suna la un numar de telefon pentru a rezerva
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A/B Testing
Conform econsultancy.com, site-urile care au facut AB Testing au crescut rata de conversie cu ~20%
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Ce poti testa?
- Headline-uri in concordantacu ad id-ul- Culori- Imagini- Text- Ordinea elementelor principale
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- poti obtine coerenta intre cuvinte cheie, ad-uri si site-ul tau
- poti vedea ce merge si ce nu doar pe o anumita audienta si doar pe x % din acea audienta
- elimini disputele inutile din echipa
- costa foarte putin (de la gratuit in sus)
- nu necesita skill-uri de programare/design
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- poti obtine coerenta intre cuvinte cheie, ad-uri si site-ul tau
- poti vedea ce merge si ce nu doar pe o anumita audienta si doar pe x % din acea audienta
- elimini disputele inutile din echipa
- costa foarte putin (de la gratuit in sus)
- nu necesita skill-uri de programare/design
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Profit mai mare cu 12 milioane $
…dupa ce au facut AB testing pe formularul de comanda si au eliminat un singur camp
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“73% dintre consumatorii din SUA afirma ca le place sa cumpere
de la branduri si companii care folosesc date pentru personalizarea
mesajelor si ofertelor, pentru ca sunt mai relevante pentru ei.”
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Cat de importanta este personalizarea?
“88% dintre marketeri au obtinut o crestere a veniturilor in urma personalizarii.“
“Companiile care au folosit personalizarea au avut o crestere medie a veniturilor de
19%”
Sursa: econsultancy, 2013
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Personalizare in functie de ora:
Personalizare in functie de vreme:
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Personalizarea se poate:
- in functie de temperatura si conditii meteo- in functie de locatie- in functie de comportament- in functie de sursa de trafic
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Metodologia actuala
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