This presentation was about Conversion Marketing, given on the E-shop Expo exhebition, april 2010 in Brussels (Belgium). The audience was more SME market.

1. Presentatie door bSeen Conversion Marketing “How to persuadeyourvisitors into more action” E-shop Expo – 31 march& 01 april 2010

2. Marnik D’Hoore – CEO, bSeen “You canfind me on …”

3. What’sconversion marketing anyway?

4. What ? = “ Optimizing your website -& online marketing campaigns-, …in order to raise the amount of conversions “

5. What ? What kind of conversions to optimize ? * More online orders * More offline orders * More contact forms are received * More newsletterregistrations * More participations online game * More downloads (whitepaper, free app,…) * More logins “membersonly” zone * More appointmentsforsales are made * …

6. Where do youspendyour € on?

7. Branding / clicks / more visitors ? Orientation

8. More conversions ? Orientation

9. Why ? More conversions = higher ROI

10. How to optimizeyourconversions?

11. 5 principleswhichpersuadeyourvisitors

12. Toomuchchoice = more difficult to choose

13. 5 principles of persuasion 1. Reciprocity You need to givesomethingaway… in order to getsomething in return

14. 5 principles of persuasion 1. Reciprocity Ifyoulikemy… - Blogpost > send to friend, givecomment, RSS- Tweet > retweet / follow- Facebook fanpage > become a fan

15. 5 principles of persuasion 1. Reciprocity Giveawaysomethingfor free (tips, free trial, whitepaper,…) and peoplewillgivesomething in return (@-adress / visibilityontheir SM platform, 3th party promotion,..)

16. 5 principles of persuasion 2. Scarcity Offer somethingwhich is scarce and yourcustomerswillperceiveit as more valuable. (theyprobablywillqueforit)

17. 6 principles of persuasion “In time :: todayonly” “In amount :: Only 7 left” 2. Scarcity Especially online this is easy to use.

18. 5 principles of persuasion People are more likely to sayyes, to people (sites) theylike 3. Liking

19. 5 principles of persuasion “Usehandwriting to get (positive) attention” 3. LikingHow? Byusingyourcommunication smart! “Put a face onyour site”

20. 5 principles of persuasion “Shareyourknowledge” 4. Authority Makeyourself as a authority. Otherswillautomaticallychooseyou. Let othersendorseyou. “Endorsementfrominfluencers & experts” “Endorsementfromcustomers”

21. 5 principles of persuasion 5. Socialinfluence Ifyourfriendlovesit, you’llprobablyloveit to.

22. 5 principles of persuasion “What’s happening at the moment ?” “Triggering reviews” 5. Socialinfluence Ifothers are happy aboutit, itwillprobablybegoodfor me to.

23. Combine the principles Source: Thomasvdc

24. Combine the principles Source: Thomasvdc

25. Some more website conversion tips

26. Tip 1 Bookhere Promotion Google communication Yourcommunicationalready starts in Google. Be relevant to the search string.

27. Tip 3 “Keyword : holiday” > LP = homepage “Keyword : holidayturkey” > LP = A “Keyword : holiday promotion turkey” > LP = B Landingpages Focusedon a specifickeywords, message, goal,…

28. Tip 4 Web Copywriting Communicate in a way to connectwith yourvisitor …and to reachyour goal

29. Tip 2 Call to actions Writecall to actionsonevery page. With a specific target. Makepeople click. “Where is the “buynow” button ??

30. Tip 5 Test your webpages Whatcanbetested? Everything! Images, titles, colours, buttons, messages, call-to-actions, specific offer, prices,…- A/B testing- MVT / Multi Variabele Testing

31. Last butnotleast… Campaigns Entry Behaviour Action Whatcanbemeasured? 1. Attraction | How does visitorsreachyour site ? 2. Retention | Are visitorsconvinced / willthey return ? 3. Behaviour| Whatdidyourvisitors do / the expectedaction? 4. Usability| How ‘usable’ is your site ? 5. Stickiness| Are visitors return ? 6. Conversion| Werden de site doelstellingen gehaald ? 7. Conclusions| Analysis+ conclusion+ decision + actionplan Measure bSeen is …

32. Yourcustomers online journey

33. Cases

34. Case Funnelanalysis 33% more online order finalisation afterorder-proces-optimization

35. Case 2 3 4 1 BeforeAfter Highertimespend / higheronsite CTR / more orders afterimprovement of communication 2

36. 3 free reports* SEO-position test* Google Adwordscheck * Google Analyticscheck bSeen Kortrijksesteenweg 214b B-9830 Sint-Martens-Latem t . +32 9 331 55 50f. +32 9 331 50 51info@bseen.be www.bseen.be www.bseen.be/blog