Keynote from Online Tuesday on February 9th 2010, Amsterdam by Bart Schutz (@barts) and Ton Wesseling (@tonwesseling) from Online Dialogue (@onlinedialogue).

1. “Conversion optimization”
February 9th 2010, 19:30
Strategy, design, development and optimization
of customer dialogues

2. Index
A customer dialogue
The dialogue model
Current online dialogues
Conversion optimization roadmap

3. The local bakery store

4. Still sells like we did 300 years ago
26/60

5. 5 million years ago
We started communicating
35/60

6. 400.000 years ago
35/60

7. 555 years ago
35/60

8. 100 years ago
35/60

9. 80 years ago
35/60

10. From 1 to many
Masscommunication
28/60

11. The Web
1-on-1
connections
dialogues
32/60

12. Everyone is connected
37/60

13. The web is like a small village…
36/60

14. Dialogues…

15. Company goals €€€  Customer goals
Company Prospect / client
Behavior
Behavior
Mul9 Mul9 Mul9‐
purpose phase channel
theory © http://onlinedialogue.com
icons © http://dryicons.com
Targets & happiness
Tuning the conversation

16. Company goals €€€  Customer goals
Company Prospect / client
Behavior
Behavior
Knowledge
Mul9 Mul9 Mul9‐ ACtude
purpose phase channel
Personality
Internal
Internal
influencers
Context
influencers
External influencers
Compe9tors Media Social environment
theory © http://onlinedialogue.com
icons © http://dryicons.com
All you see is behavior
Caused by 4 internal and 3 external influencers

17. Become a winner
through analyzing (historical) behaviour
and tuning the conversation

18. 1996

19. 2003

20. 2010

21. 1999

22. 2002

23. 2005

24. 2010

25. 1997

26. 2003

27. 2010

28. 1996

29. 2004

30. 2010

31. 2001

32. 2010

33. In 15 years
We grew from a
Push web publication to a
Rich user internet…
… but still pushed web publication

34. logic
slow
fast
emotion
picture ©http://www.keirsey.com/
Main psychological behavior profiles

35. Donʼt use the same sign up form
Introduction
page
Product page A
X Sign up page A
Sign up page A2
for every single visitor

36. We need to do more with the data

37. What data?
picture ©http://www.kaushik.net

38. Webanalytics & CRM data

40. All weʼve got is just a tool?
40

41. Which reports about KPIʼs & trends
41

42. Why?
42

43. Does it generate actionable insights?
43

44. What is the (micro)goal of the dialogue?
44

45. Do you give answers to visitor questions?
45

46. Report on goals, funnels and (micro)conversions
46

47. Conversion optimization roadmap
1
Dialogue • Web analytics
mapping
• User Feedback
Mass • Usability conventions
optimization
• Funnel optimization
Targeted • Historical data
content
• Business rules
Dialogue • Persuasion
optimization
• Hypothesis testing
theory © http://onlinedialogue.com

48. Dialogue mapping
Company goals €€€  Customer goals
Company Prospect / client
Behavior
Behavior
Mul9 Mul9 Mul9‐
purpose phase channel
1

49. What does the visitor click on?
Where did the visitor search for?
Where did the visit stop?
Why did the visit stop?

50. User session replays (Clicktale)
50

51. Form analysis (Clicktale)
51

52. Feedback analytics (Kampyle.com)
52

53. Talk with your customer!
53

54. Conversion optimization roadmap
2
Dialogue • Web analytics
mapping
• User Feedback
Mass • Usability conventions
optimization
• Funnel optimization
Targeted • Historical data
content
• Business rules
Dialogue • Persuasion
optimization
• Hypothesis testing
theory © http://onlinedialogue.com

55. Mass optimization
2

56. Try to find out why your prospect
is NOT buying your product

57. Take away the
unique NON buying reasons

58. Competitive and social intelligence (Radian6)
58

59. Competitive and social intelligence (free)
59

60. User surveys (Surveymonkey)
60

61. User testing (Usabilla)
61

62. Eyetracking study by Stefan Wobben, Concept7
Conventions – just 1 out of hundreds
62

63. Jorden Lentze, ABN AMRO E-channels
Yes it works…
63

64. Conversion optimization roadmap
3
Dialogue • Web analytics
mapping
• User Feedback
Mass • Usability conventions
optimization
• Funnel optimization
Targeted • Historical data
content
• Business rules
Dialogue • Persuasion
optimization
• Hypothesis testing
theory © http://onlinedialogue.com

65. Targeted content
3

66. Just an old test…
Results
+27.8% [15.0% : 40.7%]
Control
Best

67. The insights…
Monday
67

68. The insights…
Saturday
68

69. Behavioral targeting variables
© http://www.omniture.com

70. Look outside your window
People read and write!
70

71. Now you need this…?

72. Or?
The webmasters can do it for free! (BTBuckets)

73. Conversion optimization roadmap
4
Dialogue • Web analytics
mapping
• User Feedback
Mass • Usability conventions
optimization
• Funnel optimization
Targeted • Historical data
content
• Business rules
Dialogue • Persuasion
optimization
• Hypothesis testing
theory © http://onlinedialogue.com

74. Prospect / client
Hypothesis
Knowledge
ACtude
Personality
Internal
Internal
influencers
Context
influencers
Analyze
Test
Structured testing
Test your teams thoughts and learn!

75. Dialogue optimization
4

76. Profiles
Behavioral data
4

77. Build up groups of customer profiles
segmented on their behavior
and collect the knowledge of
how to communicate with them

78. Free segmented testing…
The webmaster does! (BTBuckets)

79. And if you donʼt get HTML code….

80. Your toolbox…
…will be able to do this someday soon

81. Conversion optimization roadmap
Dialogue • Web analytics
mapping
• User Feedback
Mass • Usability conventions
optimization
• Funnel optimization
Targeted • Historical data
content
• Business rules
Dialogue • Persuasion
optimization
• Hypothesis testing
theory © http://onlinedialogue.com
Start structured optimizing now!

82. Donʼt use the same sign up form
Introduction
page
Product page A
X Sign up page A
Sign up page A2
for every single visitor

83. Just like him…

84. Invite us for a business talk:
www.onlinedialogue.nl
info@onlinedialogue.nl
Tel: +3130 4100 170
@onlinedialogue
@tonwesseling
@barts