10. Relevance comes from… Triggers, like registrations Understanding the customer’s life cycle Personalisation Following behavioural cues, like web browsing
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12. I Choose I Want I Buy I Become Aware I Use I Need I Enjoy Sony Welcome programme |12
13. Survey information said: Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc. Within the 2nd 30 days of ownership Digital Still Camera users are more likely to be interested in PRINTING their photos |13
20. It pays to be relevant Source: David Daniels, Jupiter Research
21. Not forgetting segmentation… masthead contents Personalised intro Segment one: Customers –Here’s stuff about your local restaurant Switch statement delivers a relevant message to each group Cross-sell Segment two: Prospects – Here’s something generic Lead story #2 Member get member User generated content unsubscribe
31. Get rid of half the words on each page, then get rid of half of what's left. Don't Make Me Think!: A Common Sense Approach to Web Usability Steve Krug, 2006
33. Body copy style – usability research “How people read on the web” - classic usability testing by Jakob Nielsen Same site written 4 different ways Each site then tested against basic usability principles |28
34. How people read on the web Results of usability research for Sun.com |29 Source: Neilsen/Morkes
35. Get rid of half the words... Source: Neilsen/Morkes |30
45. “We literally made the decision to go to sale on the Thursday morning, and by Friday lunchtime, it looked like we were on for the biggest single day in Howies history!” www.nonlineblogging.com |40
