Conversion Web - CIW · Conversion Web: Analysisand improvementof scenarios The problems Use of unclear copy Very long payment processes Absence of conversion proposals ... business

© multiplica 2006 - Pàgina | 1 |

Conversion Web: Analysis and improvement of scenarios

In which we are innovating ?



1995-2005The heart of our concerns:

Users

2005-2015The heart of our concerns:

Their conversion into clients

Focus (reactiv) en user and his uses

Focus (proactiv) in conversion and commercialization

t



The data:

The conversion ratio into sales at the 250 most important e-commerce shops in the United

States is between 2 and 3%.(The e·tailing Group, April 2005)



The problems

Use of unclear copy

Very long payment processes

Absence of conversion proposals

Bad user experience

Too much information is required

Not understand the importanceof landing pages

Very limited searchability

With measurements levels so basic

Without action callings

Confusing positioning on the home page

Unclear return policies

Need to register before starting purchase process

Unstable and untrustworthy systems



The solution:

Persuadability



The solution:

Persuadabilityas the capacity (“persuasive”)

of an on-line process to take users’ actions and convert them into subscribers, leads or clients.



continuous tuning

user satisfaction and opinions

search keyword analysis

Persuadability

MEASUREMENT

conversionratios

abandonment times

behavior paths

potential

webmining

analysis of scenarios and

profiles



Persuadability

USER PSYCHOLOGY

USABILITY

VALUE PROPOSAL

MARKETING STRATEGY

MEASUREMENT



Persuadability

CONSUMER PSYCHOLOGY VALUE PROPOSAL

MARKETING STRATEGY

MEASUREMENT

USABILITYconsistency

flexibility

personalisation

searchability

first glance

displaying product

navigation and structure

error prevention and assistance

aesthetics

visibility

usage efficiency

standards

home page

purchase process

business model

service levelcustomer service

positioning

competitive brand

content

differentiation

product range and depth

copy

pricing strategy

design

use of colours

payment methods

on-line communication

promotions and incentives

cross-selling

segmentation

possibility of multiple-channels

contextual sales

permissionmarketing

member programs

branding

hygienic factors (security, reliability,…)

momentum

affectivity and empathy

trust

perception and attitudes

profiles and scenarios

needs

decision elementsalternatives



Ten little changes that take us to a change of paradigm

Improve the current presence through small improvements [1]



Where the accent is in the action [2]

Atention – Interest – Desire – Action

Atention – Action – Interest – Desire - Action




Conversion as the sum of micro-actions: page with purpose [3]




Holistic vision – beyond usability –interiorising the psychology and momentum of the internaut, our value proposal and our

on-line marketing strategies.[4]




Initial audit [1]

Previous Diagnostic

to the optimization[3]

Measurement

in real time[2]

Persuability

Optimization [4]

Diagnosticpost-optimization

[5]


Improve the actually site lookingfor a littles improvements [5]



Tuning (test, learn, apply, REPEAT)

as a process. [6]


Initial audit [1]

Previous Diagnostic

to the optimization[3]

Measurement

in real time[2]

Persuability

Optimization [4]

Diagnosticpost-optimization

[5]



Measurement of convertibility in real time as a tool. [7]




Thinking in many conversionscenarios [8]

Perfil sociodemográfico:Necesidad real:Aproximación psicológica: líder

Step 1

Necesidad de contenido 3



Step 2

Funcionalidad 2

Funcionalidad 1

¿Reevaluar?

Scenario 1




Matching the purchase and sales processes. [9]

Tu vendes… … ¡Pero ellos compran!Prospect

Generar tráfico cualificado microsegmentado y orientado a un objetivo medible.

NecesidadOfrecerlo algo rápidamente que se ajuste a sus necesidades de forma clara, comprensible y engaging.

RapportFacilidad de navegación, confianza, diseño amigable, velocidad

de descarga.

Búsqueda de informaciónCrear entradas a rutas y escenarios persuasivo en función de los perfiles de usuarios (personas/ y necesidades

Qualifying

Una arquitectura de la información que facilita el acceso intuituvo a los productos y servicios

Decisión de compraMostrar la USP de cada producto y sus ventajas, no sus características, con un diseño y copy enfocado a la acción

Evaluación de la acciónCrear contenidos envolventes que respondan todas las dudas de los usuarios.

AcciónLlamadas a la acción claras, contundentes, que minimizan el riesgo y dan confianza (políticas y privacidad).

Evaluación poscompraEstrategias de retención

PresentMostrar una ficha de servicio con información completa

CloseFormulario de compra solicitando sólo la información necesaria

y emails de confirmación.




Beyong online measurement [10]




All the sites wants to persuade and click to action.

Persuability tooks the core of the business: RESULTS.

The improvements are yours for ever.

We invest a little to obtain to much.

If we invest in atraction with a down level of conversion, we invest too much to obtain a little.

Why persuability is important?



The challenge is to have users with lastand first name.

The challenge is to have clients !

Why persuability is important?



http://www.theLadders.com

The companies knows that they have to make a conversation with their users (1)



The companies understand that the web video isthe great inmediate fiture communicator (2)

http://shop.orange.co.uk/shop/phonetrainer



The companies understand that they have to be empathic with their users (3)

http://www.morbia.com



The Companies understand that there be another way to say things or something (4)

http://www.multiplica.com



The Companies understand that they have to talk their customers language (5)

http://www.barrabes.com



The Companies don´t talk about links, they talkabout advantages (6)

http://www.granamor.com



The Companies understand that that theprocess need to be easys and fast (7)

http://www.meetic.es



The Companies understand the emotions (morethan reason) (8)

Mayoclinic.org



The Companies create special conditions for theircustomers who wants to relation with them on line (9)

Halifax.co.uk



The Companies understand how important is to creat pressure into the user and create a urgent sensation (10)

Rumbo.es



The Companies let an interaction with thenatural language (11)

Cahoot.com



The Companies understand how integrate thephone in their online presence (12)

Occidental-hoteles.com



Contacts:

Project Manager:

Malisa [email protected]

MultiplicaPlaça Tirant Lo Blanc, 708005 BarcelonaTelf: 93 224.04.84

Ribera del Loira 46, Ed-228042 MadridTelf: 91.503.02.83

Augusto Leguía, 100 oficina 801

Santiago de Chile

Telf: 56-09.8718519

www.multiplica.com

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Conversion Web - CIW · Conversion Web: Analysisand improvementof scenarios The problems Use of unclear copy Very long payment processes Absence of conversion proposals ... business