Post on 18-Jul-2015
Guiding you to digital maturity!
Contact: Ton Wesseling – 030 4100 172 – ton@onlinedialogue.com!
Continue optimalisatie!!
“Middels A/B-testen richting de verleidende dialoog”!
MIE, Den Haag, 7 februari 2013!Ton Wesseling (@tonwesseling)!
Guiding you to digital maturity!
Onderzoeken! Organiseren! Optimaliseren!
Onderzoeken! Organiseren! Optimaliseren!
Klanten!
Guiding you to digital maturity!
De komende 45 minuten gaan we het hebben over:!! Dialogen op internet! De online dialoog toolkit! Optimalisatie cases! Persuasion technieken! Het optimalisatie proces!
Slide bakery store!
Your offer
The dialogue!
Visitor needs Company needs €€€
Social Compe7tors Media
You Customer
theory © http://onlinedialogue.com icons © http://dryicons.com
Mul7 purpose
Mul7-‐ channel
Mul7 phase
Your offer
Online we can only see behavior!
Visitor needs Company needs €€€
You
Social Compe7tors Media
Customer
theory © http://onlinedialogue.com icons © http://dryicons.com
Mul7 purpose
Mul7-‐ channel
Mul7 phase
Applica7on Behavior
Percep7on
Emo7on
Ra7o
Internal influencers Needs
Memory
Complex isn’t it?!
Slide bakery store!
in (non) verbal communication!Many, many, many years of experience!
The bakery shop against the web!Unlimited customers
No customers
High Quality Dialogues
Low Quality Dialogues
Quantity vs. quality!
Leads to results!
Dialogue quality improvement!
To create things!
I joined the web 16 years ago!
Looking for insights!
The log file business!
To end those long meetings
that
this
What should we do?
Very though IT stuff!
Inflexible toolkit!
Yes!!
Your toolkit is fully equiped!!
Your offer
We can measure and improve!
Visitor needs Company needs €€€
You
Social Compe7tors Media
Customer
theory © http://onlinedialogue.com icons © http://dryicons.com
Mul7 purpose
Mul7-‐ channel
Mul7 phase
Applica7on Behavior
Knowledge
ALtude
Personality
Internal influencers Profile
Context
5 Main Dialogue fields!
Your offer
Visitor needs Company needs €€€
You
Social Compe7tors Media
Customer
theory © http://onlinedialogue.com icons © http://dryicons.com
Mul7 purpose
Mul7-‐ channel
Mul7 phase
Applica7on Behavior
Knowledge
ALtude
Personality
Internal influencers Profile
Context
Dialogue!
Enviroment!
Offer!
You!Customer!
Going and going and going!
Continious optimization!
Use a tool where you want it!
Qubit Opentag: targeted tag management!
Qubit Opentag: targeted tag management!
Multitasking!
Follow a user session!
Google Analytics: visitor flow report!
Google Analytics: visitor flow report!
See behavior from people you don’t serve!
See a user session!
Clicktale.com: mouse & keyboard behavior!
Clicktale.com: mouse & keyboard behavior!
Replay every conversation you had!
User happiness feedback!
4qsurvey.com: answers injected in analytics!
4qsurvey.com: answers injected in analytics!
Did you like my bread?!
Product review API!
Yelp: what do they think about whatever product?!
Yelp: what do they think about whatever product?!
What kind of products should I sell? !
Target based on historic profile!
Personyze.com: every detail you can think of!!
Personyze.com: every detail you can think of!!
I remember you!
How much engaged is someone?!
Facebook.com: your identity provider!
Facebook.com: your identity provider!
I know who you are!
Competitive intelligence API!
Mozenda.com: website info to database!
Mozenda.com: website info to database!
I know your options!
Social Environment API!
Topsy.com: most shared URL’s!
Topsy.com: most shared URL’s!
I know what’s hot!
On the fly landing page creation!
Unbounce.com: instant landing pages!
Unbounce.com: instant landing pages!
I open up new opportunities fast!
Drag and drop AB testing!
Visualwebsiteoptimizer.com: change with a click!
Visualwebsiteoptimizer.com: change with a click!
I can refurniture my store in a minute!
All the tools are in place!
To be fast and flexible, to analyse and optimize!
Tag management!
Content platforms!
Drag and drop!
User flows!
User sessions!
Feedback!
Reviews!
CRM targeting!Social identity!
Scraping!
Aggregating!
Slide bakery store!
To become as good, or even better as him…!
CC: http://www.flickr.com/photos/michaelroper/2618105/!
Which Test Won Awards !
Ronde 1: Univé autoverzekeringen!
Kenteken widget op de pagina!
Ronde 1: Univé autoverzekeringen!
Zonder kenteken widget!
Meer verkopen met?!
Met kenteken widget! Zonder kenteken widget!
Hoeveel verschil?!
Met kenteken widget! Zonder kenteken widget!
Ronde 1: Univé autoverzekeringen!
Met kenteken widget! Zonder kenteken widget!
Ronde 2: Kras.nl homepage!
Pagina inclusief “mijn boeking”!
Ronde 2: Kras.nl homepage!
Pagina zonder “mijn boeking”!
Meer verkopen met?!
Met “mijn boeking”! Zonder “mijn boeking”!
Hoeveel verschil?!
Met “mijn boeking”! Zonder “mijn boeking”!
Ronde 2: Kras.nl homepage!
Met “mijn boeking”! Zonder “mijn boeking”!
Ronde 3: Freo.nl homepage!
Lening oversluiten als default tool!
Ronde 3: Freo.nl homepage!
Kosten lening berekenen als default tool!
Meer verkopen met?!
Lening oversluiten! Kosten lening!
Hoeveel verschil?!
Lening oversluiten! Kosten lening!
Ronde 3: Freo.nl homepage!
Lening oversluiten! Kosten lening!
Ronde 4: Kras.nl reispagina!
Bezoeker laten landen op prijzenoverzicht!
Ronde 4: Kras.nl reispagina!
Bezoeker laten landen op accommodatie info!
Meer verkopen met?!
Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!
Hoeveel verschil?!
Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!
Ronde 4: Kras.nl reispagina!
Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!
Ronde 5: MoneYou productpagina!
Call to Action: aanvragen!
Ronde 5: MoneYou productpagina!
Call to Action: informatie + aanvragen!
Meer verkopen met?!
Call-to-action: aanvragen! Informatie + aanvragen!
Hoeveel verschil?!
Call-to-action: aanvragen! Informatie + aanvragen!
Ronde 5: MoneYou productpagina!
Call-to-action: aanvragen! Informatie + aanvragen!
Persuasion techniques!
Persuasion techniques!
Categorized!
The wheel of persuasion!
The wheel of persuasion!
Autonomy!
Anchoring:
Start high,
than move do
wn
Anchoring & adjustments!
Contrast effect!
“The ugly brother”!
! !Your own Groundhog Day!
Online kun je echt goed toetsen!
AB testing!Winner!!
Variation B!
Variation A!
Default!
Optimization process!
Hypothesis!
Alternative!
Continuous improvement!
Optimization process!
Hypothesis!
Alternative!
The team!
Designers!
Marketeer!
S! startreden!
A!analyseren!
M!maken!
E!evalueren!
N!navertellen!
SAMEN!
Let op de evolutie cirkel!!
Theory: © http://onlinedialogue.com!
Bedrijfsdoelen Klantdoelen €€€
Bezoeker Bedrijf
icons © http://dryicons.com
Gedrag
Op7
malisa
7e
Medewerkers
Tools
Methode
Samengevat!
Internal influencers BehoeWe
Verwach7ng
Triggers
en hoe kunnen we ze verleiden?!
Wat zoekt men, wat verwacht men?!
Build up groups of customer profiles!
how to communicate with them!
and collect the knowledge of!
segmented on their behavior!
Dit willen we bereiken!
You start to initiate a dialogue optimization team!!
Long term ROI!
Slide bakery store!
To become as good, or even better as him…!
ondi.
@onlinedialogue @tonwesseling!
Analyze, Organize & Optimize!
Ton Wesseling!www.onlinedialogue.com!info@onlinedialogue.com!Tel: +3130 4100 170!
Contact:!
Guiding you to digital maturity!