1. Guiding you to digital maturity!
Continue optimalisatie!
!
“Middels A/B-testen richting de
verleidende dialoog”!
MIE, Den Haag, 7 februari 2013!
Ton Wesseling (@tonwesseling)!
Contact: Ton Wesseling – 030 4100 172 – ton@onlinedialogue.com!

2. Guiding you to digital maturity!
Onderzoeken! Organiseren! Optimaliseren!

3. Klanten!
Onderzoeken! Organiseren! Optimaliseren!

4. 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!

5. Slide bakery store!

6. The dialogue!
Your
offer
Visitor
needs
€€€

Company
needs
Customer
You
Mul7
Mul7
Mul7-­‐
purpose
phase
channel
Compe7tors
Media
Social
icons © http://dryicons.com theory © http://onlinedialogue.com

7. Online we can only see behavior!
Your
offer
Visitor
needs
€€€

Company
needs
Percep7on
Customer
You
Emo7on
Applica7on
Ra7o
Behavior
Mul7
Mul7
Mul7-­‐
Internal
purpose
phase
channel
Needs
influencers
Memory
Compe7tors
Media
Social
icons © http://dryicons.com theory © http://onlinedialogue.com
Complex isn’t it?!

8. Slide bakery store!
Many, many, many years of experience!
in (non) verbal communication!

9. The bakery shop against the web!
Unlimited
customers
Low
Quality
High
Quality
Dialogues
Dialogues
No
customers
Quantity vs. quality!

10. Dialogue quality improvement!
Leads to results!

11. I joined the web 16 years ago!
To create things!

12. The log file business!
Looking for insights!

13. To end those long meetings

14. What should we do?
this
that

15. Very though IT stuff!
Inflexible toolkit!

16. Yes!!

17. Your toolkit is fully equiped!!

18. We can measure and improve!
Your
offer
Visitor
needs
€€€

Company
needs
Knowledge
Customer
You
ALtude
Applica7on
Personality
Behavior
Mul7
Mul7
Mul7-­‐
Internal
purpose
phase
channel
Profile
influencers
Context
Compe7tors
Media
Social
icons © http://dryicons.com theory © http://onlinedialogue.com

19. 5 Main Dialogue fields!
Your
offer
Offer!
Visitor
needs
€€€

Company
needs
Knowledge
Customer
You
ALtude
Applica7on
Personality
Behavior
Customer! Dialogue! You!
Mul7
Mul7
Mul7-­‐
Internal
purpose
phase
channel
Profile
influencers
Context
Compe7tors
Media
Social
Enviroment!
icons © http://dryicons.com theory © http://onlinedialogue.com

20. Going and going and going!
Continious optimization!

21. Use a tool where you want it!
Qubit Opentag: targeted tag management!

22. Multitasking!
Qubit Opentag: targeted tag management!

23. Follow a user session!
Google Analytics: visitor flow report!

24. Google Analytics: visitor flow report!
See behavior from
people you don’t serve!

25. See a user session!
Clicktale.com: mouse & keyboard behavior!

26. Replay every
conversation you had!
Clicktale.com: mouse & keyboard behavior!

27. User happiness feedback!
4qsurvey.com: answers injected in analytics!

28. Did you like my bread?!
4qsurvey.com: answers injected in analytics!

29. Product review API!
Yelp: what do they think about whatever product?!

30. What kind of products
should I sell? !
Yelp: what do they think about whatever product?!

31. Target based on historic profile!
Personyze.com: every detail you can think of!!

32. I remember you!
Personyze.com: every detail you can think of!!

33. How much engaged is someone?!
Facebook.com: your identity provider!

34. I know who you are!
Facebook.com: your identity provider!

35. Competitive intelligence API!
Mozenda.com: website info to database!

36. I know your options!
Mozenda.com: website info to database!

37. Social Environment API!
Topsy.com: most shared URL’s!

38. Topsy.com: most shared URL’s!
I know what’s hot!

39. On the fly landing page creation!
Unbounce.com: instant landing pages!

40. I open up new
opportunities fast!
Unbounce.com: instant landing pages!

41. Drag and drop AB testing!
Visualwebsiteoptimizer.com: change with a click!

42. I can refurniture my
store in a minute!
Visualwebsiteoptimizer.com: change with a click!

43. All the tools are in place!
User flows! Feedback!
User sessions! Reviews!
Tag
management!
CRM targeting!
Content Social identity!
platforms!
Drag and drop!
Scraping!
Aggregating!
To be fast and flexible, to analyse and optimize!

44. Slide bakery store!
To become as good, or even better as him…!

45. Which Test Won Awards !
CC: http://www.flickr.com/photos/michaelroper/2618105/!

46. Ronde 1: Univé autoverzekeringen!
Kenteken widget op de pagina!

47. Ronde 1: Univé autoverzekeringen!
Zonder kenteken widget!

48. Meer verkopen met?!
Met kenteken widget! Zonder kenteken widget!

49. Hoeveel verschil?!
Met kenteken widget! Zonder kenteken widget!

50. Ronde 1: Univé autoverzekeringen!
Met kenteken widget! Zonder kenteken widget!

51. Ronde 2: Kras.nl homepage!
Pagina inclusief “mijn boeking”!

52. Ronde 2: Kras.nl homepage!
Pagina zonder “mijn boeking”!

53. Meer verkopen met?!
Met “mijn boeking”! Zonder “mijn boeking”!

54. Hoeveel verschil?!
Met “mijn boeking”! Zonder “mijn boeking”!

55. Ronde 2: Kras.nl homepage!
Met “mijn boeking”! Zonder “mijn boeking”!

56. Ronde 3: Freo.nl homepage!
Lening oversluiten als default tool!

57. Ronde 3: Freo.nl homepage!
Kosten lening berekenen als default tool!

58. Meer verkopen met?!
Lening oversluiten! Kosten lening!

59. Hoeveel verschil?!
Lening oversluiten! Kosten lening!

60. Ronde 3: Freo.nl homepage!
Lening oversluiten! Kosten lening!

61. Ronde 4: Kras.nl reispagina!
Bezoeker laten landen op prijzenoverzicht!

62. Ronde 4: Kras.nl reispagina!
Bezoeker laten landen op accommodatie info!

63. Meer verkopen met?!
Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!

64. Hoeveel verschil?!
Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!

65. Ronde 4: Kras.nl reispagina!
Bezoeker naar prijzen overzicht! Bezoeker naar accommodatie!

66. Ronde 5: MoneYou productpagina!
Call to Action: aanvragen!

67. Ronde 5: MoneYou productpagina!
Call to Action: informatie + aanvragen!

68. Meer verkopen met?!
Call-to-action: aanvragen! Informatie + aanvragen!

69. Hoeveel verschil?!
Call-to-action: aanvragen! Informatie + aanvragen!

70. Ronde 5: MoneYou productpagina!
Call-to-action: aanvragen! Informatie + aanvragen!

75. Persuasion techniques!

76. Persuasion techniques!
Categorized!

77. The wheel of persuasion!

78. The wheel of persuasion!

81. Autonomy!

82. Anchoring & adjustments!
g:
Anc highhorin ,
Start e
down
ov
th an
m

83. Contrast effect!
“The ugly brother”!

84. ! !Your own Groundhog Day!

85. Online kun je echt goed toetsen!
Default!
Variation
A!
Variation
B!
Winner!! AB testing!

86. Continuous improvement!
Hypot
hesis!
Alternative!
Optimization process!

87. The team!
Market
eer!
Hypot
hesis!
Designers!
Alternative!
Optimization process!

88. SAMEN!
S! A! M! E! N!
startreden! analyseren! maken! evalueren! navertellen!

89. Let op de evolutie cirkel!!
Theory: © http://onlinedialogue.com!

90. Samengevat!
Bedrijfsdoelen
€€€

Klantdoelen
Bedrijf
Bezoeker
Internal
Op7malisa7e
Medewerkers
BehoeWe
influencers
Gedrag
Tools
Verwach7ng
Methode
Triggers
Wat zoekt men, wat verwacht men?!
en hoe kunnen we ze verleiden?!
icons © http://dryicons.com

91. Dit willen we bereiken!
Build up groups of customer profiles!
segmented on their behavior!
and collect the knowledge of!
how to communicate with them!

92. Long term ROI!
You start to initiate a dialogue optimization team!!

93. Slide bakery store!
To become as good, or even better as him…!

94. Guiding you to digital maturity!
Contact:!
ondi.
Ton Wesseling!
www.onlinedialogue.com!
info@onlinedialogue.com!
Tel: +3130 4100 170!
Analyze, Organize & Optimize!
@onlinedialogue @tonwesseling!