Keynote Andrew Chak Design for Conversion

1. Getting to the next click
Andrew Chak

2. Goedenmorgen

3. Andrew Chak

5. Getting to the next click

6. How did I get here?

8. How can we
accelerate decisions?

10. Arjan Haring?

11. Who is this guy?

12. Is he real?

15. I had to
persuade myself…

16. Online stalking

18. Authority

19. Social Proof

20. Liking?

22. Reciprocation

26. Getting to the next click

27. 3 steps
to help your users
move forward

28. 1
Start with your users

29. Start with search
» “Use an online search engine to help you find
information on the Web”
» Did you happen to do this yesterday?
60
50
40
30
20
10
0
Jan 02 Jun 03 Jun 04 Sep 05 Dec 05 Aug 06 Dec 06 Apr 08
Source: Pew Internet & American Life Project, August 2008

30. Start with what they’re looking for

31. The importance of online campaigns
1600
1400
1200
1000
800
600
400
200
0
Active campaign Not Active

32. Hydroderm
» Depending on entry point, users will be
presented with a unique landing page to
maximize conversion

33. Start where your users are

34. Start where your users are

35. Start where your users are

36. What do users see?
“I only see
what I’m
looking for”

37. There’s a world of difference between…
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Get your free sample by joining the club
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38. Start with your users – Summary
» Start with search
» Start with what they’re looking for
» Start where your users are
» Start with who your users are

39. 2
Don’t sell,
help them to buy

40. Help them find the basics

41. Help them find the basics

42. Help them find the basics

43. Help them choose

44. Help them choose

45. Influencing the choice…
» Searching for “photo management”
on a shareware site
Description Date Editor’s Rating Downloads Actions
FXFoto 4.0 - Popular Sep-06-2008 235,233 Buy now
Organize, view, enhance, share, upload, and archive your
photos using thumbnails and albums.
CorrectPhoto 2.1 - Editor’s Choice Aug-07-2008 65,743 Download now
Correct digital photo colors, crop, size, sharpen, and fix red
eye.
Acoustica Photos Forever 1.5 Jul-09-2008 12,456 Download now
Correct digital photos and easily upload them to online
photo albums.
SharpCast Photos 3.4 - New! Jun-16-2008 25,678 Download now
Update, manage, and share your photos on your PC, Free trial until
mobile device, and the Web simultaneously. Sep-30-2008

46. Help them at their point of interest

47. Help them at their point of interest

48. Help them to evaluate choices

49. Help them to evaluate choices

50. Help them to evaluate choices

51. Help them to evaluate choices

52. Don’t sell, help them to buy – Summary
» Help them find the basics
» Help them choose
» Help them find solutions
» Help them at their point of interest
» Help them to evaluate choices
» Help them beyond the product

53. Don’t sell, help them to buy – Summary
» Help them with useful tools
» Help them to see the benefit
» Help them to see the result
» Help them to find the details
» Help them by being credible
» Help them by being complete

54. 3
Remove
the barriers

55. Remove upfront registration
Tool Tool Tool
Registration
description use results
Tool Tool
Tool Tool
results Registration results
description use
(partial) (full)

56. Remove uneducated choices

57. Remove uneducated choices

58. Add persuasion elements
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59. Remove the barriers – Summary
» Remove upfront registration
» Remove all unnecessary fields
» Remove any disconnects
» Remove uneducated choices
» Add persuasion elements

60. Case Studies

61. Case Study: Career Community IKKI
» Key component is
driving members
back to the site
» Key point of
interest is other
users who are in a
similar situation
or are people that
you know
» What pulls you
back to a social
networking site?

62. Case Study: OHRA
» “If it is good for
the customer, it is
good for OHRA”
» How do you
demonstrate that
you’re starting
where users are?
» How do you prove
that you do things
that are good for
customers?

63. Case Study: Routenet
» “Users only see
what they’re
looking for.”
» In what way can
we ask users to
identify what
they’re interested
in such that we
serve them
promotions that
are relevant?

64. Case Study: Centraal Beheer Achmea
» How can we
leverage the traffic
of the hyves
gadget?
» Not all traffic is
good
» How can we
modify the hyves
gadget to attract
the user who has a
health insurance
need?

65. Case Study: KPNvandaag
» What elements of
self-service can
you integrate on
this portal such
that users would
choose to default
to this?
» How do you
introduce
marketing
messages without
being intrusive?

66. So remember…
1 Start with your users
2 Don’t sell, help them to buy
3 Remove the barriers

67. Dank U wel
andrewchak@rogers.com