In which we are innovating?

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© multiplica 2006 - Pàgina | 1 |

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1995-2005

The heart of our concerns:

2005-2015

The heart of our concerns:

Their conversion into clients

Focus (proactiv) in conversion and commercialization

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© multiplica 2006 - Pàgina | 3 |

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)

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The problems

Use of unclear copy

Very long payment

processes

proposals

Bad user experience

Too much information is

required

Not understand the importance

of landing pages

Very limited searchability

With measurements levels so

Without action callings

Confusing positioning on the

home page

Unclear return policies

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© multiplica 2006 - Pàgina | 5 |

The solution

:

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The solution

:

Persuadability

as the capacity (“persuasive”)

of an on-line process to take users’ actions and

convert them into subscribers, leads or clients.

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© multiplica 2006 - Pàgina | 7 | conti nuou s tun ing user satisfaction and opinions search keyword analysis Persuadability MEASUREMENT conversion ratios abandonment times behavior paths potential webmining analysis of scenarios and profiles

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Persuadability USER PSYCHOLOGY USABILITY VALUE PROPOSAL MARKETING STRATEGY MEASUREMENT

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© multiplica 2006 - Pàgina | 9 |

Persuadability

CONSUMER PSYCHOLOGY VALUE PROPOSAL

MARKETING STRATEGY MEASUREMENT USABILITY consistency 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 level customer 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 permission marketing member programs branding

hygienic factors (security, reliability,…) momentum affectivity and empathy trust perception and attitudes profiles and scenarios needs decision elements alternatives

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Ten little changes that take us to a change of paradigm

Improve the current presence

through small improvements [1]

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© multiplica 2006 - Pàgina | 11 |

Where the accent is in the action [2]

Atention – Interest – Desire – Action

Atention – Action – Interest – Desire - Action

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Conversion as the sum of micro-actions:

page with purpose [3]

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Holistic vision – beyond usability –

interiorising the psychology and momentum

of the internaut, our value proposal and our

on-line marketing strategies.[4]

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Initial audit [1] Measurement in real time[2] Diagnostic post-optimization [5]

Ten little changes that take us to a change of paradigm

Improve the actually site looking

for a littles improvements [5]

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© multiplica 2006 - Pàgina | 15 |

Tuning (test, learn, apply, REPEAT)

as a process. [6]

Ten little changes that take us to a change of paradigm

Initial audit [1] Previous Diagnostic to the optimization[3] Measurement in real time[2] Persuability Optimization [4] Diagnostic post-optimization [5]

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Measurement of convertibility in real

time as a tool. [7]

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© multiplica 2006 - Pàgina | 17 |

Thinking in many conversion

scenarios [8]

Perfil sociodemográfico: Necesidad real: Aproximación psicológica: líder Step 1 Necesidad de contenido 3 Necesidad de contenido 2 Necesidad de contenido 1 Step 2 Funcionalidad 2 Funcionalidad 1 ¿Reevaluar? Scenario 1

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Matching the purchase and sales

processes. [9]

Tu vendes…

… ¡Pero ellos compran!

Prospect

Generar tráfico cualificado microsegmentado y orientado a un objetivo medible.

Necesidad

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

Rapport

Facilidad de navegación, confianza, diseño amigable, velocidad de descarga.

Búsqueda de información

Crear 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

Evaluación de la acción

Crear contenidos envolventes que respondan todas las dudas de los usuarios.

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© multiplica 2006 - Pàgina | 19 |

Beyong online measurement [10]

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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

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© multiplica 2006 - Pàgina | 21 |

The challenge is to have users with last

and first name.

The challenge is to have clients !

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The companies knows that they have to make a

conversation with their users (1)

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© multiplica 2006 - Pàgina | 23 |

The companies understand that the web video is

the great inmediate fiture communicator (2)

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The companies understand that they have to be

empathic with their users (3)

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© multiplica 2006 - Pàgina | 25 |

The Companies understand that there be

another way to say things or something (4)

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The Companies understand that they have to

talk their customers language (5)

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© multiplica 2006 - Pàgina | 27 |

The Companies don´t talk about links, they talk

about advantages (6)

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The Companies understand that that the

process need to be easys and fast (7)

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© multiplica 2006 - Pàgina | 29 |

The Companies understand the emotions (more

than reason) (8)

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The Companies understand how important is to creat

pressure into the user and create a urgent sensation (10)

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The Companies let an interaction with the

natural language (11)

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© multiplica 2006 - Pàgina | 33 |

The Companies understand how integrate the

phone in their online presence (12)

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Contacts:

Project Manager: Malisa Gutierrez

malisa@multiplica.com

Multiplica

Plaça Tirant Lo Blanc, 7 08005 Barcelona Telf: 93 224.04.84

Ribera del Loira 46, Ed-2 28042 Madrid

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