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Hoe maak je van bezoekers van je webshop ook klanten van je webshop?
1.
Anintroductiontopersuasivedesign&conversionmarketing.
2.
Digital strategist @mvissers
3.
21,8 billion euro 365
million euro Bron: iab AdEx
4.
24,3 billion euro
(+ 11,5%) 372 million euro (+ 2%) Bron: iab AdEx
5.
Online marketing budgets
are increasing
6.
But what is
the return on investment?
7.
But…MEASURECONVERSION
8.
EveryeurospentneedstogenerateROI
9.
Conversion-marketing
10.
1. Responsive design 2.
Usability 3. Brand experience 4. Persuasive design
11.
1. Responsive design 2.
Usability 3. Brand experience 4. Persuasive design
12.
13.
1. Responsive design 2.
Usability 3. Brand experience 4. Persuasive design
14.
http://slideshare.net/dings/persuasive-web-design-how-to-separate-users-from-their-bad-behaviours
15.
It’s about the
details
16.
17.
18.
1. Responsive design 2.
Usability 3. Brand experience 4. Persuasive design
19.
…how your customers
want to buy them. Not the way you want to sell them.
20.
Is more than
a good connection between your ERP system and the Internet
21.
22.
23.
24.
25.
1. Responsive design 2.
Usability 3. Brand experience 4. Persuasive design
26.
27.
Behavior = Motivation
+ Ability + Trigger
28.
- Trust - Social
proof - Authority - Scarcity - Context (framing) - Timing and focus
29.
Expectations Delivery Clarity Feedback =
Trust x x Source: The Trust Equation Model by Jack Ricchiuto
30.
31.
32.
33.
Persuasive design is nothing
new…
34.
35.
+66%
36.
Easytocollectdata
37.
Persuasive design is used
more than you think
38.
39.
40.
41.
42.
43.
44.
(andhavelargebudgets)
45.
Conversion-optimalisation & A/B
testing
46.
Conversion-optimalisation & A/B
testing
47.
Case-study
48.
49.
Andlaunchtheproject…
50.
51.
Andanalysehowthesiteperforms
52.
53.
Back to the
drawing table!
54.
55.
56.
45% 15% 20% 5%
57.
The real conversion
happens on the flights-pages
58.
59.
60.
61.
0,00% 2,00% 4,00% 6,00% 8,00% 10,00% 12,00% 14,00% conversion rate v2 v3 BOUNCE RATE -
28 %
62.
Destination-pages
63.
64.
65.
66.
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00% Bounce Rate v2 v3
67.
Stay Tuned
68.
69.
70.
71.
Conclusion
72.
Through continuous optimisation, conversion
rates increased from 3 % - 4% to 12 % - 15 %
73.
Or an average
139% increase relative to the same period the year before, with peaks to 280% and more.
74.
forconversion-optimisationandpersuasivedesign
75.
Website
76.
CSS Open Source Cloud server Payments CMS DNS Load
balancing Browsers HTML5 PHP Framework
77.
Toachieveourgoal
78.
46th Ontheworldwide contributorsranking
79.
Visitors
80.
ButMEASURECONVERSION
81.
The right tools
82.
Everything is measurable every
step, every purchase, every obstacle
83.
84.
85.
86.
Commonsensewillgoalongway
87.
88.
Comeos-20/05/2014 slideshare.net/mvissers facebook.com/intracto @intracto @mvissers www.intracto.com mathias.vissers@intracto.com
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