CRO for Registration and Login - Conversion World Presentation
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Transcript of CRO for Registration and Login - Conversion World Presentation
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Registration and Login Optimisation
User Identification and how to get more users to login
@xavier_colomes
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Conversion Garden- Growing strong -
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THE PROBLEM
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4 Out Of 5 Consumers Declare Brands Don’t Know Them As An Individual
According to IBM and Econsultancy Study your users are tired of your mass marketing no sense
“I received an email for grand prom dresses when I graduated 5 years ago from
high school”
We are late… again
http://www-03.ibm.com/press/us/en/pressrelease/46454.wsshttp://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-
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http://www-03.ibm.com/press/us/en/pressrelease/46454.wss
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You know nothing John Snow
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To be treated as an individual looks like this
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THE STRATEGY
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User Identificationi s t h e f i r s t s t e p
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1 IDENTIFY 2 RECOGNISE 3 OPTIMISELOGIN MATCH IN CRM / DB OUTPUT
WEB
APP
SOCIAL
OTHER
PERSONALISE
SPECIAL OFFER
UNIQUE CODE
SOCIAL CRM
COMBINE
ANALYSE
SEGMENT RETARGETING
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http://rdjpn.deviantart.com/art/Yin-Yang-212660671
WHAT IF ONLY
OF USERS 20%L O G I N ?
THAT’S OK!(HALF OF YOUR
TRAFFIC IS CRAP ANYWAY)
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THE USER JOURNEY IN A MULTI DEVICE WORLD
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Business happens here
Not here
http://i.huffpost.com/gen/1674981/thumbs/o-IPHONE-SUBWAY-facebook.jpg
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NO NOPE NO!
Myth #1: Just one Journey
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PROBLEM AWARENESS
SOLUTION SEARCH PURCHASE POST-PURCHASE
EVALUATIONALTERNATIVE EVALUATION
1
2
3
4
5
6
SHOP
JEAN THOMPSON
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THE TACTICS
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How to get more users to Register and Login
http://janrain.com/blog/keys-leveraging-social-identity-new-research-report-altimeter-group/
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http://upload.wikimedia.org/wikipedia/commons/a/ab/Max_Havelaar_Bananen.jpg
PPI* vs PII
(Personally Provided
Information)*
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PERSONALISATION EXPERIENCE AS VALUE
COLABORATION RECOGNITION AS VALUE
MANIPULATION SAVING AS VALUE
ITS THE VALUE, STUPID
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1 PersonalisatioN
http://data3.whicdn.com/images/63384834/original.jpg
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PERSONALIZATION
EXAMPLES
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2 RecognitioN
https://farm9.staticflickr.com/8460/7968954274_a171fbf6ed_o.jpg
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From @natzir9
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3 ManipulatioN
“There are only two ways to get people to act: manipulate them or inspire them.
Both are effective strategies, but only one is capable of generating a sale AND a lifetime of loyalty”
http://blog.startwithwhy.com/refocus/2007/02/manipulation_vs.html
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EXTRA TIP: FOGG’S BEHAVIOURAL MODEL
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Trigger
Mot
ivat
ion
Ability
https://vimeo.com/124599681http://www.bjfogg.com/
BJ Fogg Behavioural
Model
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Trigger
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Ability
Motivation
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RECAP1. We are late on Personalisation
2. Multi Device journeys make our job very complex
3. User Identification is the first step
4. We need to give value in exchange of info
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Conversion Garden- Growing Conversions -
Thank you!@xavier_colomes