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
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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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
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
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
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
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