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NIMA Expert Class: beinvloeding in marketing

Subsession about Optimisation proces in E-commerce
by

Guido Jansen

on 16 November 2015

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Transcript of NIMA Expert Class: beinvloeding in marketing

Let's Connect!
you can find me as:
gxjansen
Who am I?
Guido Jansen / gxjansen
Intern
Extern
Projecten
Online conversion goals
Purchase
Registration
Downloads
Information request
Call-me-back request
Views
Time on site
Measure
Analysis
Testing
Improve
Samples
Test subjects
Feedback forms (user initiated)
+ Ask about emotions, thought and goals
- dependent of user cooperation
- socially desirable answers
- people actually know very little about their own behavior
Every site is different
Every visitor is different
sales funnel
'large' things
not too many variables
Measure items and people that cán convert
(e.g. exclude the IP-address of your office)
Tools
There are no laws, only guidelines/ best practices
What to test?
What is needed?
Data
Analysis experience
Know your own website/ visitors/ product
Prioritize
Start with quick-wins / easy implementation
Evolution, not revolution
Conversion goes up!
Direct attention
The Gutenberg rule
Unconscious/ subliminal suggestions
Give confidence
Individualization/ segmentation
Final notes
RSS Feed subscription
Follow on social networks
Submitting a (contact) form
Calling
Targeting a specific group
...
Optimization process
.com
Reading Gravity
Trust Logo's
Other users
Show your number
(But don't use a crappy stock photo like this one...)
Show your services
User statistics
What do other customers do?
Testimonials
Measure all behavior
independent of user cooperation
emotions/ thoughts/ goals unknown
Population
versus
Choice Paralysis
The power of 'because'
May I use the Xerox machine?
May I use the Xerox machine because I'm in a rush?
May I use the Xerox machine because I have to make some copies?
Perceptual Contrast / Framing
$8
$13
$20
$8
$13
$20
$45
94% - 60% - 93%
Anchoring and adjustment heuristic
Use the senses
More sensory input = more dopamine release
47% more conversions
67% more turnover per sale
60%
94%
93%
6 options
24 options
Tasting
Buying
40% 60%
(cc) image by anemoneprojectors on Flickr
Jam Experiment
Web subscription

Print subscription

Web & Print subscription
$59

$125

$125
16%

0%

85%
68%



32%
12% 1.6%
Dynamic websites tuned to specific audiences

Everyone gets a different sales pitch
One More Thing:
Ecommerce in 2016
behavioral targetting / persuasive profiling
Now:
Future:
"Trying every trick in the book"
Large individual differences

(...but people show consistent behavior)
Problem:
http://gui.do/BIM12
Authoriteit
Technology
Functionality
Usability
Persuasion
Online Optimizations
Experiment!
Persuasive E-commerce
Commitment & Consistency
Swimming
ISM eCompany
Online Marketing
Magento Nederland
Magento Internationaal
Universiteit Utrecht
Joomla!
Note:
Be aware of data restrictions
Significant results
15 min:
Online optimization process
Psychologie & E-commerce Examples
http://getmentalnotes.com/
Full transcript