An introduction to persuasive design & conversionmarketing.

Digital strategist @mvissers

21,8 billion euro

365 million euro

Bron: iab AdEx

24,3 billion euro (+ 11,5%)

372 million euro (+ 2%)

Bron: iab AdEx

Online marketing budgets are increasing

But what is the return on investment?

But… MEASURE CONVERSION

Every euro spent needs to generate ROI

Conversion-marketing

1. Responsive design2. Usability3. Brand experience4. Persuasive design

1. Responsive design2. Usability3. Brand experience4. Persuasive design

1. Responsive design

2. Usability3. Brand experience4. Persuasive design

http://slideshare.net/dings/persuasive-web-design-how-to-separate-users-from-their-bad-behaviours

It’s about the details

1. Responsive design2. Usability

3. Brand experience4. Persuasive design

…how your customers want to buy them. Not the way you want to sell them.

Is more than a good connection between your ERP system and the Internet

1. Responsive design2. Usability3. Brand experience

4. Persuasive design

Behavior = Motivation + Ability + Trigger

- Trust

- Social proof

- Authority

- Scarcity

- Context (framing)

- Timing and focus

Expectations Delivery

Clarity Feedback

= Trust

x

x

Source: The Trust Equation Model by Jack Ricchiuto

Persuasive designis nothing new…

+66%

Easy to collect data

Persuasive designis used more than you think

(and have large budgets)

Conversion-optimalisation & A/B testing

Conversion-optimalisation & A/B testing

Case-study

And launch the project…

And analyse how the site performs

Back to the drawing table!

45%

15%

20%

5%

The real conversion happens on the flights-pages

0,00%

2,00%

4,00%

6,00%

8,00%

10,00%

12,00%

14,00%

conversion rate

v2

v3

BOUNCE RATE- 28 %

Destination-pages

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

Bounce Rate

v2

v3

Stay Tuned

Conclusion

Through continuous optimisation, conversion rates increased from

3 % - 4% to 12 % - 15 %

Or an average 139% increase relative tothe same period the year before, with

peaks to 280% and more.

for conversion-optimisation and persuasive design

Website

CSS

Open Source

Cloud server

Payments

CMS

DNSLoad balancing

BrowsersHTML5

PHP Framework

To achieve our goal

46thOn the worldwide

contributors ranking

Visitors

But MEASURE CONVERSION

The right tools

Everything is measurableevery step, every purchase, every obstacle

Common sense will go a long way

Comeos - 20/05/2014

slideshare.net/mvissersfacebook.com/intracto

@intracto @mvissers

www.intracto.commathias.vissers@intracto.com