SMX Stockholm - Conversion Optimization

Click here to load reader

download SMX Stockholm - Conversion Optimization

of 23

  • date post

    01-Sep-2014
  • Category

    Business

  • view

    1.289
  • download

    0

Embed Size (px)

description

Conversion Optimization presentation I gave at SMX Stockholm 2010. Focusing on visitors, removing barriers and persuading customers are the main topics in the presentation.

Transcript of SMX Stockholm - Conversion Optimization

    • Conversion Optimization
    Conversion Optimization Visitors, barriers & persuasion
    • Theo Lentjes
    • Marketing 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 DVDs to be delivered? How do you want to pay? Could you give us your payment 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 Lentjes Marketing Manager & Online Marketing Consultant Twitter.com/TheoLentjes Twitter.com/Onetomarket [email_address] Facebook.com/Onetomarket