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