TomTom Webwinkel Vakdagen
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TomTom Webwinkel Vakdagen
- 1. OPTIMIZE OR DIE?Dave Powell/ E-Commerce Conversion Manager
- 3. OPTIMIZE ORDIE A B If a chicken wore pants would it wear them like A or B?
- 4. ⢠Guess The Logo! ⢠WHY do your customer come to you? ⢠WHAT do your customers experience? ⢠HOW do you optimize? (With a real example) ⢠Questions Agenda OPTIMIZE ORDIE Learn how to survive in an online world choosing the right tools & listening to your customers whilst solving the most important problems (Optimize) DieâŚ
- 5. GUESS THE LOGO Do you know these logoâs? Where are they now? OPTIMIZE ORDIE
- 6. Guess The Logo: Which famous company logo is this? OPTIMIZE ORDIE
- 7. OPTIMIZE ORDIE Guess The Logo: Which famous company logo is this?
- 8. OPTIMIZE ORDIE Customer job: Recording of memories in picture format Guess The Logo: Which famous company logo is this?
- 9. âThe company couldn't see the fundamental shift (in its particular case, from analog to digital technology) that was happening right under its noseâ OPTIMIZE ORDIE The Real Lessons From Kodakâs Decline | Willy Shih
- 11. OPTIMIZE ORDIE Guess The Logo: Which famous company logo is this?
- 12. OPTIMIZE ORDIE Guess The Logo: Which famous company logo is this?
- 13. OPTIMIZE ORDIE Customer job: Listen to music Guess The Logo: Which famous company logo is this?
- 14. âNot only did the Tower Records store vanish, so did the products it sold. Vinyl records, cassette tapes, and compact disks (CDs) were replaced by MP3s. And the music playback devices also disappeared. No more turntables, cassette decks, or boom boxes.â OPTIMIZE ORDIE Vaporized by Robert Tercek.
- 16. Guess The Logo: Which famous company logo is this? OPTIMIZE ORDIE
- 17. Guess The Logo: Which famous company logo is this? OPTIMIZE ORDIE
- 18. Guess The Logo: Which famous company logo is this? OPTIMIZE ORDIE Customer job: Find a place to stay
- 19. â$87 Billionâ â as of May 2017 (The Priceline Group) OPTIMIZE ORDIE â2014 that its mobile bookings grew 160% in 2013, which the total transaction value of mobile accommodation bookings grew over to $8 billionâ -Wikipedia
- 22. OPTIMIZE ORDIE
- 23. WHY DO CUSTOMERS COME TO YOU? Do those expectations match yours? OPTIMIZE ORDIE
- 24. WHY DO CUSTOMERS COME TO YOU? Ask a simple question! OPTIMIZE ORDIE
- 25. OPTIMIZE ORDIE WHY DO CUSTOMERS COME TO YOU? Ask a simple question!
- 26. WHY DO CUSTOMERS COME TO YOU? Ask a simple question? OPTIMIZE ORDIE Customer job WHY DO CUSTOMERS COME TO YOU? Ask a simple question!
- 27. WHY DO CUSTOMERS COME TO YOU? Ask a simple question? OPTIMIZE ORDIE Customer job Customer pains WHY DO CUSTOMERS COME TO YOU? Ask a simple question!
- 28. OPTIMIZE ORDIE WHY DO CUSTOMERS COME TO YOU? Ask a simple question!
- 29. WHAT DO CUSTOMERS EXPERIENCE? Make your tool-kit game strong OPTIMIZE ORDIE
- 30. WHAT DO CUSTOMERS EXPERIENCE? Make your analytics game strong OPTIMIZE ORDIE WHAT DO CUSTOMERS EXPERIENCE? Make your analytics game strong
- 31. WHAT DO CUSTOMERS EXPERIENCE? Make your analytics game strong OPTIMIZE ORDIE WHAT DO CUSTOMERS EXPERIENCE? Make your screenshots game strong
- 32. WHAT DO CUSTOMERS EXPERIENCE? Make your analytics game strong OPTIMIZE ORDIE WHAT DO CUSTOMERS EXPERIENCE? Make your session recording game strong
- 33. WHAT DO CUSTOMERS EXPERIENCE? Make your analytics game strong OPTIMIZE ORDIE WHAT DO CUSTOMERS EXPERIENCE? Make your heatmaps game strong
- 34. WHAT DO CUSTOMERS EXPERIENCE? Make your analytics game strong OPTIMIZE ORDIE WHAT DO CUSTOMERS EXPERIENCE? Make your user experience game strong
- 35. HOW DO YOU OPTIMIZE? Solving customer pain points OPTIMIZE ORDIE
- 36. OPTIMIZE ORDIE Work on the right things first Marketing Messages Can people read it? Can people use it? Does it load and work quickly? Does it work on customer devices? HOW DO YOU OPTIMIZE?
- 37. OPTIMIZE ORDIE The Value Proposition Canvas HOW DO YOU OPTIMIZE?
- 38. OPTIMIZE ORDIE The Value Proposition Canvas HOW DO YOU OPTIMIZE?
- 39. OPTIMIZE ORDIE Surveys The Value Proposition Canvas HOW DO YOU OPTIMIZE?
- 40. OPTIMIZE ORDIE Surveys Analytics Session recordings Heat maps User testing The Value Proposition Canvas HOW DO YOU OPTIMIZE?
- 41. OPTIMIZE ORDIE Surveys Analytics Session recordings Heat maps User testing The Value Proposition Canvas Hypothesis! If we do (x) Then customer pain-point(a) will be reduced and (y) will increase Due to the insights gathered here HOW DO YOU OPTIMIZE?
- 42. OPTIMIZE ORDIE Hypothesis! If we do (x) Then customer pain-point(a) will be reduced and (y) will increase Due to the insights gathered here Surveys Analytics Session recordings Heat maps User testing The Value Proposition Canvas HOW DO YOU OPTIMIZE?
- 43. OPTIMIZE ORDIE A/B Testing (Split Testing) HOW DO YOU OPTIMIZE?
- 44. OPTIMIZE ORDIE A/B Testing (Split Testing) HOW DO YOU OPTIMIZE?
- 45. OPTIMIZE ORDIE Example â analytics and dogfooding From dogfooding the checkout HOW DO YOU OPTIMIZE?
- 46. OPTIMIZE ORDIE HOW DO YOU OPTIMIZE? Example â analytics and dogfooding These people will have difficulty in buying on tomtom.com/en_gb
- 47. What do they experience? Analytics: Example TomTom UK Basket Page
- 48. What do they experience? Analytics: Example TomTom UK Basket Page Original Version A
- 49. What do they experience? Analytics: Example TomTom UK Basket Page
- 50. What do they experience? Analytics: Example TomTom UK Basket Page Variation (pop up) B
- 51. What do they experience? Analytics: Example TomTom UK Basket Page Customers getting to the correct locale basket page +8.95%
- 52. OPTIMIZE ORDIE A B If a chicken wore pants would it wear them like A or B?
- 53. OPTIMIZE ORDIE If a chicken wore pants would it wear them like A or B? A B
Hinweis der Redaktion
- TomTom created the easy-to-use navigation device, one of the most influential inventions of all time. Since then, our software and navigation technologies have been powering over hundreds of millions of applications across the globe. From industry-leading location-based products and mapmaking technologies, to embedded automotive navigation solutions; innovative personal navigation devices and apps to advanced telematics fleet management and connected car services. We continue to shape the future, leading the way with autonomous driving, smart mobility and smarter cities.
- Hereâs what weâll cover in the 25 min we have The Why, the What, the How in how to convert
- After decades of being an undisputed world leader in film photography, Kodak built the first digital camera back in 1975. But then, the story goes, the company couldn't see the fundamental shift (in its particular case, from analog to digital technology) that was happening right under its nose. âSteven J. Sasson, an electrical engineer who invented the first digital camera at Eastman Kodak in the 1970s, remembers well managementâs dismay at his feat.  âMy prototype was big as a toaster, but the technical people loved it,â Mr. Sasson said. âBut it was filmless photography, so managementâs reaction was, âthatâs cute â but donât tell anyone about it.â â
- Vaporized by Robert Tercek.
- After decades of being an undisputed world leader in film photography, Kodak built the first digital camera back in 1975. But then, the story goes, the company couldn't see the fundamental shift (in its particular case, from analog to digital technology) that was happening right under its nose.
- Take those results and use a tool to give you the count on the most occurring words, here we see customers main job on this page was to update something. So, we know the page they are on doesnât help them to complete the job they came to do. Put that insight into the conversion backlog.
- How many of you use analytics? Analytics can tell you a lot about what customers have experienced, from seeing high bounce rates (people leaving the page quickly) to measurements of interactions on page elements (are they clicking on what you want them to), even, hey are they on the right page?
- How many of you use analytics? Analytics can tell you a lot about what customers have experienced, from seeing high bounce rates (people leaving the page quickly) to measurements of interactions on page elements (are they clicking on what you want them to), even, hey are they on the right page? This is an overview of the top part of what customers see spread over several devices and OS
- How many of you use analytics? Analytics can tell you a lot about what customers have experienced, from seeing high bounce rates (people leaving the page quickly) to measurements of interactions on page elements (are they clicking on what you want them to), even, hey are they on the right page?
- How many of you use analytics? Analytics can tell you a lot about what customers have experienced, from seeing high bounce rates (people leaving the page quickly) to measurements of interactions on page elements (are they clicking on what you want them to), even, hey are they on the right page?
- How many of you use analytics? Analytics can tell you a lot about what customers have experienced, from seeing high bounce rates (people leaving the page quickly) to measurements of interactions on page elements (are they clicking on what you want them to), even, hey are they on the right page?
- This is one methodology I find useful as it really helps you to come up with a backlog of issues to follow. But I want to focus on only 3 areas
- These 3 parts relate to the points mentioned earlier. Why are there & What do they see. The pain relievers are the How we might convert
- How many of you have heard of A/B testing? How many are actually testing? In this example the hypothesis could be if we add an image to our sign up page to better illustrate the customer benefits then sign ups will increase due to the increased perception of value⌠Let me give you a real example of an insight we discovered @TomTom
- How many of you have heard of A/B testing? How many are actually testing? In this example the hypothesis could be if we add an image to our sign up page to better illustrate the customer benefits then sign ups will increase due to the increased perception of value⌠Let me give you a real example of an insight we discovered @TomTom
- Here you can see a snapshot of our Google Analytics showing page visits from different countries and the page in question is the basket-over view page in the UK. Now, our webshop only allows for products to be bought in certain countries. I know this through dog fooding the site. So, the analytics is giving me the volumes of people experiencing the same thing, Customer Job â Iâd like to be able to buy a product from TomTom.com. And the hypothesis would be If we detect the location of the customer when landing on the site Then we can redirect them to the correct locale Due to a GEO IP look up pop up. Letâs test it.
- Here you can see a snapshot of our Google Analytics showing page visits from different countries and the page in question is the basket-over view page in the UK. Now, our webshop only allows for products to be bought in certain countries. I know this through dog fooding the site. So, the analytics is giving me the volumes of people experiencing the same thing, Customer Job â Iâd like to be able to buy a product from TomTom.com. And the hypothesis would be If we detect the location of the customer when landing on the site Then we can redirect them to the correct locale Due to a GEO IP look up pop up. Letâs test it.
- This has now been developed and rolled out across all territories
- How many of you have heard of A/B testing? How many are actually testing? In this example the hypothesis could be if we add an image to our sign up page to better illustrate the customer benefits then sign ups will increase due to the increased perception of value⌠Let me give you a real example of an insight we discovered @TomTom