Conversion rate optimization roadmap
5 likes1,457 views
The document outlines strategies for optimizing online customer dialogues, focusing on segmentation based on behavioral influences to enhance communication and conversion rates. It emphasizes the importance of personalized interactions and data-driven insights to adapt to individual visitor needs and improve overall engagement. The roadmap includes structured analysis, monitoring, and feedback mechanisms to fine-tune customer interactions effectively.
Conversion rate optimization roadmap
- 1. Meer rendement uit online bezoekers Utrecht, April 28th 2010, 13:30 Strategy, Roadmap, Design and Optimization of customer dialogues
- 2. Index A customer dialogue The dialogue model Current online dialogues Conversion optimization roadmap
- 3. Build up groups of customer profiles segmented on their behavioral influencers and collect the knowledge of how to communicate with them
- 4. The local bakery store
- 5. Still sells like we did 300 years ago 26/60
- 6. 5 million years ago We had communication 35/60
- 7. 400.000 years ago We invented ʻverbalʼ 35/60
- 8. 555 years ago 35/60
- 9. 100 years ago 35/60
- 10. 80 years ago 35/60
- 11. From 1 to many Masscommunication 28/60
- 13. The Web connections 1-on-1 dialogues 32/60
- 14. Everyone is connected 37/60
- 15. The web is like a small village… 36/60
- 16. Dialogues…
- 17. Company goals €€€ Customer goals Company Prospect / client Behavior Behavior Mul9 Mul9 Mul9‐ purpose phase channel theory © http://onlinedialogue.com icons © http://dryicons.com Tuning the conversation
- 18. Company goals €€€ Customer goals Company Prospect / client Management Knowledge Behavior Behavior Employees ACtude Mul9 Mul9 Mul9‐ Personality Tools purpose phase channel Internal Methodologies Mood influencers Internal Internal Focus / scope influencers Context influencers External influencers Compe9tors Media Social environment theory © http://onlinedialogue.com icons © http://dryicons.com Based on internal and external influencers
- 19. Become a winner through analyzing (historical) behaviour and tuning the conversation
- 21. Structuring A) Analysis B) Roadmap & Dashboard - Conversion op9miza9on 1) Mass 2) Segments 3) Dynamic 4) 1‐on‐1
- 22. A) Analysis
- 23. Organisa(onal maturity Management 4 3 Objec9ves 2 Employees 1 0 Goals Tools Methodology A.1) Organisational analysis
- 24. Current online dialogues Analytics research Expert review A.2) Online Dialogue analysis
- 25. Consumer insights maturity Goals 4 3 Context 2 Knowledge 1 0 Mood ACtude Personality A.3) Customer insights analysis
- 26. Structuring A) Analysis B) Roadmap & Dashboard - Conversion op9miza9on 1) Mass 2) Segments 3) Dynamic 4) 1‐on‐1
- 27. B) Roadmap & dashboard
- 28. Conversion op(miza(on roadmap Management Goals 4 4 3 Effort-gain Context 3 Knowledge Objec9ves 2 Employees 2 1 1 0 0 Goals Tools Mood ACtude Methodology Personality B1) Optimization roadmap
- 29. Lag dimensions Financial goals 3) To reach their targets Customer goals Lead dimensions 2) Have online (cross‐ Organisa9e Organisa9e channel) dialogues Acquisition / sales dialogue Retention dialogue Organisa9on Client / prospect 1) Organisa9on and client / prospect B2) Dashboard theory
- 31. Optimization
- 32. 1996
- 33. 2003
- 34. 2010
- 35. 1997
- 36. 2003
- 37. 2010
- 38. 1996
- 39. 2004
- 40. 2010
- 41. 1999
- 42. 2002
- 43. 2005
- 44. 2010
- 45. In 15 years We grew from a Push web publication to a Rich user internet… … but still pushed web publication
- 46. Company goals €€€ Customer goals Company Prospect / client Management Knowledge Behavior Behavior Employees ACtude Mul9 Mul9 Mul9‐ Personality Tools purpose phase channel Internal Methodologies Mood influencers Internal Internal Focus / scope influencers Context influencers External influencers Compe9tors Media Social environment theory © http://onlinedialogue.com icons © http://dryicons.com Every visitor has a different need!
- 47. Donʼt use the same sign up form Introduction page Product page A X Sign up page A Sign up page A2 for every single visitor
- 48. Webanalytics & CRM data
- 50. All weʼve got is just a tool? 50
- 51. Which reports about KPIʼs & trends 51
- 52. Why? 52
- 53. Does it generate actionable insights? 53
- 54. What is the (micro)goal of the dialogue? 54
- 55. Do you give answers to visitor questions? 55
- 56. Where did the visitor click on? Where did the visitor search for? Where did the visit stop? Why did the visit stop?
- 57. 1) Mass Webanalytics Dissatisfiers - satisfiers Feedback / Why What Why Effort Wish Show shipping rates up To reduce funnel drop out becuase 4 7 front of late shown rates Show more pictures of Visitor wants to see every side of 6 5 product the product Show clear visual proof of Visitors canʼt see the current 2 6 shopping cart addings feedback clearly Skip obligated login Not everyone wants an account 7 10 ........ ......... ... ...
- 58. User session replays (Clicktale) 58
- 61. Talk with your customer! 61
- 62. Try to find out why your prospect is NOT buying your product
- 63. Take away the unique NON buying reasons
- 64. Hypot hesis Alternative Optimization process
- 65. 2) Segments Behavior analytics Page optimization Static insights / what
- 68. Look outside your window People read and write! 68
- 69. Competitive and social intelligence (the web!) 69
- 70. 3) Dynamic CMS control Targeting Behavior insights To know why visitors show certain behavior
- 71. Now you need this…?
- 72. Or? The webmasters can do it for free! (BTBuckets)
- 73. Hypot hesis Alternative Optimization process
- 74. Profiles Behavioral data !
- 75. Build up groups of customer profiles segmented on their behavior and collect the knowledge of how to communicate with them
- 76. Free segmented testing… The webmaster does! (BTBuckets)
- 77. And if you donʼt get HTML code….
- 78. Your toolbox… …will be able to do this someday soon
- 79. 4) 1‐on‐1 CRM control Predictive Relational insights Future development
- 80. Donʼt use the same sign up form Introduction page Product page A X Sign up page A Sign up page A2 for every single visitor
- 81. Conversion op(miza(on roadmap Management Goals 4 4 3 Effort-gain Context 3 Knowledge Objec9ves 2 Employees 2 1 1 0 0 Goals Tools Mood ACtude Methodology Personality Organization maturity & CRM knowledge
- 82. Just like him…
- 83. Invite us for a business talk: www.onlinedialogue.nl info@onlinedialogue.nl Tel: +3130 4100 170 @onlinedialogue @tonwesseling @barts