Hoe maak je van bezoekers van je webshop ook klanten van je webshop?
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An introduction to persuasive design & conversion marketing.
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Presentatie op seminarie Comeos - mei 2014
Transcript of Hoe maak je van bezoekers van je webshop ook klanten van je webshop?
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
