sports interactive europe 2016 - improved user experience for your online customer - mikael...
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Grow your online businessImproved User Experience for your online customer
Mikael Gummerus 06.10.2016
What we’ll talk about
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• The future of online business
• What does this future mean for your online business?
• Single Tag UI improvement methodology
• Real life examples
• Summary
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Going against Gillette (P&G) ... are you insane?!
2012 - 2016: Unilever buys with 1b, what happened?
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• Gillette’s (P&G) power was based on
• R&D
• Branding & Advertising
• Distribution & Retail
• How did Dollar Shave Club manage to get 15% market share? Normally suppliers
talk about changes of +-1-2%
Welcome to the disruption
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• Each of Gillette’s (P&G) advantages were destroyed:
• R&D: shaves are good enough
• Branding & Advertising: Youtube & FB are free!
• Distribution & Retail: Amazon’s cloud & great UX
• How did Dollar Shave Club manage to get 15% market share?
• Lot of value was destroyed:
15% market share = 5% of the revenue
We will see a lot more of similar kind of stories
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• And there will be a lot “winner takes it all markets”
• Amazon can leverage all of these to make sure the prices are lowest:
• Buying power
• Delivery power
• Server infrastructure power
• Warehouse power
• Payment gateway power
• And membership power to add margin
Be aware of the “winner takes it all” markets
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It’s just in media - who cares?
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• Internet and software will create a world where it will be possible to create
rapidly sudden global leverage for ANY BUSINESS
• UBER
• AIRBNB
• What is next?
Luckily there is a solution
How to grow my online business?
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• Continuous UI improvements based on data and user profile
• Seamless cross-device experience through responsive design
• Improve continuously through
• marketing automation (now)
• machine learning (2017)
• virtual reality (2018)
• augmented reality (2019)
• Using 1 universal and the most powerful web development language: Javascript
Only 1 method allows this
Single Tag based UI improvement methodology
The days of back-end UI development are over
The battle for the online consumer is won through superior UIs
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Building Competitive Advantage via UI
Examples of Executions
● Carousel based on segmentation
● Out of stock products clearly identified
● Shopping cart styling independent from third party vendor
● Google Map integrator to help users find nearest physical store
● Top navigation bar modifications
● Elastic search within the site to help users find misspelled products.
● Mobile banners
● Weather based recommendations and geo-targeting
Execute Effectively - Fail Faster - Succeed Sooner
Banner promoting ongoing campaigns
Personalized recommendations
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Frosmo WorldwideFounded in 2008
HQ in Helsinki, Finland
Offices in Stockholm, London, Warsaw,
Barcelona, Singapore, Istanbul
+100 employees
36 nationalities
37 languages spoken
Customers all over the world
Frosmo tag on +1 700 sites
+1,5 billion calls on Frosmo tag daily
Your partner in single tag UI improvement
Summary
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• The amount of screens will explode
• Create seamless UI and improve continuously
• Javascript is the only solution
• Single tag UI improvement methodology is the best way to
implement it all
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20% 30%40% 25%
Customers love Frosmo
increase in sales by showing
personalized content
32%more deposits
were made after adding recommendations
62.5%increase in
conversions afterchanges were implemented
additional revenue growth through personalized
product recommendations
350Keuro uplift in sales in
the first quarter
click through rate from personalized front page
message
of customers clicked recently viewed products
before converting
10xfaster to test
and learn what works and what doesn’t