SMX Stockholm - Conversion Optimization
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Transcript of SMX Stockholm - Conversion Optimization
Conversion Optimization
Conversion Optimization –Visitors, barriers & persuasion
Theo LentjesMarketing Manager / Online Marketing Consultant
Conversion Optimization• What is Conversion Optimization?• Focus on your visitors• Removing Barriers & Persuasion
Conversion Optimization
Systematically increasing the conversion strength
of the website via testing.
What Conversion Optimization is not!
• Performing some tricks• One time action• The solution for all problems
What are visitors doing?
• Measure Micro Conversions• Event tracking (Google Analytics)
What are visitors doing?
•Eye tracking • Useful information• Heatmaps, forms, playback
What are visitors doing?
What are visitors doing?
Ask for feedback!
What are visitors doing?
Who are your visitors!Logical Emotional
Fast Competitive Spontaneous
Slow Methodical Humanistic
Focus on all visitors!
Where to start?• Checkout process, forms• Productpages• Top landing pages
Removing barriers
Removing barriers
• Unnecessary fields• Right elements• Unclear Call to Action• Loads of text• Login procedures• Speed
6 Principles• Reciprocity• Commitment & Consistency• Social Proof• Authority• Liking• Scarcity
Persuading Customers
• Returning a Favor • Giving away free samples/whitepapers
• Ask an e-mail adress afterwards
• Giving a small gift
Reciprocity
• Human behavior: delivering to your promise
Commitment & Consistency
Can you confirm that these are the
products you want to buy?
Where do you want your DVD’s to be
delivered?How do you want to
pay?Could you give us yourpayment information?
• People do things that other people are doing• Reviews• Testimonials
Social Proof
• Expert opinions• Reviewing customers become experts
Authority
Liking
• If they like you, they will buy!• Social responsibility
• Perceived scarcity generates demand• “Limited time only / only 3 left!”
Scarcity
• Zoom in on your visitors• Removing barriers• Persuade your customers
Conclusion
Theo LentjesMarketing Manager & Online Marketing Consultant
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Facebook.com/Onetomarket