DMK – week 7

Subjects week 7

Tio

Minor Digital Marketing

Website Optimizer to increase the conversion;

Retargeting; buyers returned to the ordering process;

Usability and conversion;

Conversion and measure;

Funnelanalyse.

Conversion Minor Digital Marketing

E-commerce is often especially focused on conversion

• Goals are often aimed at conversion

• Conversion is a success factor inside ISC

> With Digital marketing contribute on realizing that desired conversion

Conversion Minor Digital Marketing

http://adespresso.com/academy/blog/killer-strategies-improve-facebook-conversion-rate-practical-examples/

Targeting: Do Your Homework; Decide What Kind of Ad/campaign/conversation works best; Timing! Be clear and let them land in the right place; Social Proof; Credibility

http://www.forbes.com/sites/davelavinsky/2014/03/18/how-to-increase-conversion-rates/

Conversion Minor Digital Marketing

Sometimes it is the simplicity of the message that does the trick…..

The left hand and original copy is comfort oriented and selling on the basis of people feeling relieved and relaxed. The right hand copy is action oriented. It is about solving a problem.The action oriented headline and copy earned a 38.3% conversion rate, 93% better than the original! Note that they did not targeted on price!

Conversion Minor Digital Marketing

A/B and multivariate testing relates to Conversion!

Conversion Minor Digital Marketing

Wasted money on adwords

Conversion Minor Digital Marketing

KLM knows how…..

Courtisy https://www.mirabeau.nl/cases/klm-altijd-en-overal-de-ideale-reis-samenstellen

Conversion Minor Digital Marketing

And we meet google yet again

However it is as simple as anything……

Conversion Minor Digital Marketing

Bezoekers verlaten websites; “kijke, kijke en niet kope”

-> Continu situatie in beeld brengen:

• Welke landingspages hebben hoog bouncepercentage?

• Lage kwaliteitsscores voor pagina’s bij Google Adwords?

• Onderneem acties en bedenk dat je weinig tijd hebt…..0 - 2 seconden. Binnen 0 en een 0,5 seconde beslist het grootste gedeelte van de bezoekers of ze op het juiste adres zijn!

Conversion Minor Digital Marketing

Wel bij de les blijven natuurlijk……

Conversion control is insight in the efflux of the customer journey and online customer life cycle applying analyses of the funnels………

Conversion Minor Digital Marketing

Productinformation

pages

ShoppingCart

OrderingPages

Confirmationpage

E-mail marketing

PPC ads(paid links)

SEO(natural results)

Affiliate marketing

Direct hits(visitors who enter URL)

Webvertising

Attract Convert Retain

45%

25%

8%2%

55% 20%17%

6%

30%

10%

10%

17%

18%

15%

Home

Search

100%

0,8%

1,2%

Retention

Conversion Minor Digital Marketing

Evaluation funnel analyses• Landing page• call to action• thresholds in conversion process• Image/rich media• Reviews• Whatever you do, bear in mind:

Be one step ahead of you customer……..

Create a fluent and transparent process and

Be nice…..

Acquire

InformAdvise

Convert

CR 2%CR 2%

Acquisition process OK Information process OK Conversion process POOR

Acquisition process OK Information process OK Conversion process POOR

Conversion Minor Digital Marketing

Acquire

InformAdvise

Convert

CR 2%CR 2%

Acquisition process OK Information process POOR Conversion process OK

Acquisition process OK Information process POOR Conversion process OK

Conversion Minor Digital Marketing

Acquire

InformAdvise

Convert

CR 6%CR 6%

Acquisition process OK Information process OK Conversion process OK

Acquisition process OK Information process OK Conversion process OK

Conversion Minor Digital Marketing

Minor Digital MarketingFunnel (clickpath) analysis

Research, measuring and analyses are inextricably linked to each other andof extreme importance to the success of any online initiative!

Minor Digital MarketingFunnel (clickpath) analysis

Remember Google analytics

And more……

Conversion and re-targetting Minor Digital Marketing

How it works…

And also how simple it is…

Conversion and social media Minor Digital Marketing

http://www.tnooz.com/2012/02/03/news/klm-unveils-meet-and-seat-allowing-passengers-to-choose-their-travelling-companion/?utm_source=dlvr.it&utm_medium=twitter

Conversion en social media Minor Digital Marketing

Conversion Minor Digital Marketing

Different media relate to different conversion objectives

Conversion, measuring and optimization Digital Marketing Minor

seven-conversion-rate-tactics-that-increased-sales-by-21-millionClick on the image >>>>>>

Insight by using dashboards

Conversion Minor Digital Marketing

21 secrets for improving conversion

Useful to discuss with your group. The presentation offers 21 separate chapters so you can also make your own selection.

Click on image for video

Trends Minor Digital Marketing

top-10-strategic-technology-trends-for-2015-infographic click in image >>>>

<<<< 2015-will-be-the-year-of-video-marketing

Seek and ye shall find

Seek and ye shall find

click in image >>>>

Assigments week 7

Tio

Minor Digital Marketing

1. Describe on the weblog the actions carried out in order to optimize conversion of

(existing) customers and give a basis;

2. Describe on the weblog retargeting opportunities, relate to the project and apply

where necessary;

3. Create a funnel analysis of the behavior of the visitors based on all information till

now and the coming weeks;

4. Create a clear "dashboard" of performance;

5. Further develop Content for website, social media and develop possible other

appropriate digital platforms

6. Standing assignment: add content, create new scope, analyze data and relate it

to KPI/targets, evaluate actions and reporting on work blog.

Study and reference week 7

Tio

Minor Digital Marketing

Chapter 9 Understanding performance marketing in Understanding Digital Marketing;

PowerPoint week 7;

If available and applicable: relevant current and additional publications and examples (teachers).