Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize

O N L I N E DI A L O G U E
G u i d i n g y o u t o d i g i t a l m a t u r i t y
C o n v e r s i o n J a m # 3
2 0 1 3 / 0 9 / 1 0 , S t o c k h o l m , S w e d e n
Optimize

1.  Dialogue optimization
2.  FACT & ACT
3.  Test results
To n W e s s e l i n g
C h i e f O p t i m i z a t i o n O f ﬁ c e r
O n l i n e D i a l o g u e
Optimize

@tonw | @onlinedialogue
http://ondi.me/cjam3
U n i v é : t o p 3 c a r i n s u r a n c e i n t h e N e t h e r l a n d s
S t a r t c a s e s
+23% sales

Va n d e r Va l k H o t e l s (l a r g e D u t c h h o t e l c h a i n)
S t a r t c a s e s
+14%
sales

O n l i ne D i a l o g u e w e b s i t e : C o n v e r s i o n S u m m i t l a n d i n g p a g e
S t a r t c a s e s
+29%
interactions

Välkommen
Tack för kommande

Du har några välkända företag


L o t s o f s a l e s p e o p l e

B e i n g t r a i n e d

To i m p ro v e s a l e s

L e a r n i n g f ro m e v e r y c o n v e r s a t i o n
A n d o p t i m i z i n g f o r t h e n e x t o n e

Athletics
DJ
Online
Company
optimization junky

W h a t I w a t c h e d i n s t e a d o f T V

W h a t i t h e l p e d m e t o d o

D e m i n g

A n d h i s Q u a l i t y C i rc l e

F o c u s o n q u a l i t y

B i l l M u r r a y – G ro u n d h o g D a y

B i l l i s d o i n g i t – t h e u l t i m a t e w a y

T h e y c a n ’t l e a r n l i k e t h a t

A l i v e l o n g A / B - t e s t – o n l i n e y o u c a n!
Winner!!
Variation
B!
Variation
A!
Default!

I s t a r t e d w i t h s o m e s m a l l c h a n g e s …
A n d i t w o r k e d l e s s a n d l e s s. .

O n w i t h t h e “D r a m a t i c c h a n g e s ”
B u t … W h y d i d t h e w i n n e r w i n ?

H o w d o e s B i l l ﬁ n a l l y w i n A n d i e?
F ro m r a t i o t o e m o t i o n

Why is your visitor here?

How can you

help your visitor

to fullﬁl his needs?

I t ’s n o t a b o u t c o n v e r s i o n o p t i m i z a t i o n
A n d t o k n o w w h i c h p e r s u a s i o n t e c h n i q u e s
w o r k i n w h a t s i t u a t i o n
I t ’s a b o u t l e a r n i n g
h o w t o s e r v e y o u r v i s i t o r s!

H e re ’s t h e t r a i n i n g p ro g r a m o n t h a t!

H o w t o l e a r n t o m a s t e r
t h e O n l i n e D i a l o g u e
F a c t & A c t
&

Tell

Combine

Analyze

Test

Create

Analyze

Find

L e t ’s s t a r t : F i l t e r & A n a l y z e
F a c t & A c t
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

F re o . n l: m o re l i f t i n l o a n a p p l i c a t i o n s
Fi l t e r & An a l y z e
+14% applications

M o n e Yo u . n l: u p l i f t i n n e w s a v i n g a c c o u n t s
+23% accounts

An a l y t i c s d e m a n d
Number of analysts
Demand

H o w t o ﬁ n d a g o o d a n a l y s t?
To u r i s t i n S t o c k h o l m

D o i n g t h e b o a t t r i p
You d o n ’t l i k e t h e E u ro ?

D a m n, n o g o o d i n t e r n e t c o n n e c t i o n, I n e e d 3 G
T h e o b v i o u s

L a s t n i g h t
G re a t p r i c e i d e a, o r j u s t a j o k e ?

A n d h e y
W h y i s n u m b e r 6 i n E n g l i s h ?

Fre o . n l: s u r v e y t o u n d e r s t a n d v i s i t o r n e e d s
Signiﬁcant more applications
Survey invitation vs. no survey invitation
winner

A n d n o w : C re a t e & Te s t
F a c t & A c t
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Dr
ata Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data
Data Driven
Data Drive
Data D
Data Driven
Data Driven
@ To n W
Data Driven

rsuasion Psychologist
@ B a r t S
Persuasion Psychologist
Persuasion Psycholog
Persuasion Psycholo
on Psychologist
Psychologist
PersuasioPsychologist
Persuasion Ps
Persuasion Psyc
suasion Psychologist
Psychologist

Data Driven
Persuasion Psychology
= CRO Magic
+

w w w. W h e e l o f P e r s u a s i o n . c o m

w w w. W h e e l o f P e r s u a s i o n . c o m
T h e W h e e l o f P e r s u a s i o n
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago
Temporary Access Code:
“dido”
(valid until Thursday)

A u t o n o m y"
Va n d e r Va l k c o n v e r s i o n l i f t
Cre a t e & Te s t
Autonomy:
“Let
your
customer
think
he’s
free
in
his
choices”

+25% sales

B u t. . s a m e t e s t "
Va k a n t i e v e i l i ng e n . n l ( D u t c h t r a v e l a u c t i o n w e b s i t e )
C re a t e & Te s t
Urgency:
“When
we’re
in
a
hurry,
we
love
to
be
guided”

Signiﬁcant more
submits, but..
Less registrations

C h o i c e P a r a d o x "
M o ne Yo u C a l l - t o - Ac t i o n t e s t o n p ro d u c t d e t a i l p a g e
C re a t e & Te s t
Choice
Paradox:
“We
love
a
few,
but
not
to
many
op@ons”

+16% accounts
+ 2 5 4 % c l i c k s ( o n C TA a r e a )

R e s p o n s e e f fi c a c y"
K r a s . n l t r a v e l b o o k i n g f o r m s a l e s u p l i f t
C re a t e & Te s t
Response
efficacy:
“We’re
more
likely
to
act
when
we
believe
it
will
actually
have
the
desired
effect”

+18%
sales

A m b i g u i t y a v e r s i o n "
F re o . n l : m o re a p p l i c a t i o n s f ro m t h e a p p l i c a t i o n f o r m
C re a t e & Te s t
Ambiguity
Aversion:
“We
prefer
op@ons
that
are

certain”

+10% applications

V i s u e l c u e : "
H o t e l Sc h i p h o l – a i r p or t h o t e l h o m e p a g e – s c ro l l p ro m o t i o n
C re a t e & Te s t
Visual
Cueing:
“Our
aCen@on
is
very
easily
inﬂuenced”

-23% bouncerate
+ signiﬁcant sales

C o n c e p t u a l C o n t r a s t : "
On l i n e Op t i m i z e r s . e u An a l y t i c s & C o n v e r s i o n – j o b p o s t i n g s
C re a t e & Te s t
Ugly
Brother:
“The
way
things
are
stated
or
portrayed,
highly
inﬂuences
our
choices”

Almost everyone chooses
the maximum package

Te s t d o n e ? A n a l y z e !
F a c t & A c t
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

K r a s . n l f ro m mo s t s o l d t o a l a s t m i n u t e l i s t "
(s a m e p ro d u c t s i n t h e l i s t )
A n a l y z e
+58% conversions
B u t n o s i g n i ﬁ c a n t t u r n o v e r d i ﬀ e r e n c e

B a nk i n g : w h a t i s y o u r i n t e re s t r a t e p o s i t i o n?
A n a l y z e
Winner
when
number 1
Winner
when not
number 1

P ro d uc t p a g e s : C TA c o l o r ?
A n a l y z e
Monday winner
Saturday winner

K r a s . n l: n e w & re t u r n i n g v i s i t o r d i ff e re n c e s"
C at e g o r y ov e r v i e w p a g e – w h i c h o n e h a s m o re c o n v e r s i o n s?
A n a l y z e
Returning
visitor winner
New
visitor winner

E s s e n t B e l g i u m: l a n d i n g p a g e t e s t "
W i t h o r w i t h o u t s o c i a l b u t t o n s m o re l e a d s?
A n a l y z e
Returning
visitor winner
New
visitor winner

C o m b i n e & Te l l
F a c t & A c t
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

C R O b e c o m e s C u s t o m e r I n t e l l i g e n c e
@barts | @tonw | @onlinedialogue
http://ondi.me/chicago
Conversion)Op,miza,on) Market'Research'

Te l e g r a a f . n l: b i g g e s t D u t c h n e w s p a p e r"
ﬁr s t c o o k i e c o n c e p t : a l m o s t 1 0 0 % o p t - i n

B a s e o n c u s t o m e r i n t e l l i g e n c e: "
w e l o v e d t o b e c h a l l e n g e d
We won J

E v e r g ro w i ng o u r c u s t o m e r k n o w l e d g e
3 y e a r s o f b e i n g a p a r t n e r

S o y o u w i l l e v e n t u a l l y w i n
L i k e B i l l 

An d y o u r o n l i n e t e a m w i l l e v e n o u t p e r f o r m
t h e l o c a l s a l e s h e ro !

T h a n k s f o r l i s t e n i n g
S e e y o u n e x t y e a r
@tonw

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Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize

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Conversion Jam 3 #cjam3 #cjam2013 Ton Wesseling Keynote - Optimize