Frans Appels - Netprofiler - Conversion14
Transcript of Frans Appels - Netprofiler - Conversion14
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De 6 stappen, cases en praktische tools voor conversie optimalisatie
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Hoe krijg je ideeën en inzichten om je conversie te gaan verbeteren?
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Hoe krijg je inzichten?
Bron: Avinash Kaushik Emerce Conversion - 2014
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a
Agenda
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Over Netprofiler
Netprofiler: 21 consultants • Frans Appels: Managing consultant • Paul van Leijden: Usability & conversie consultant
Online marketing bureau gespecialiseerd in:
- Webanalytics - Conversie optimalisatie en Usability - Traffic optimalisatie (SEA, SEO, Social, etc.)
Partner van:
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Wie helpen we online succesvol te zijn?
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De 3 elementen voor conversie optimalisatie
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UX & Conversie
Traffic
Web analytics
SEA SEO Email marketing Affiliate marketing Vergelijkingsites Display advertising Social media Retargeting Real Time Bidding etc.
Expert review Landing page optimalisatie Usability onderzoek A/B- en multivariate testen Behavioural targeting etc.
Conversie % CPO ROI Bounce rate Conversie attributie
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1 | Web analytics
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1 | Kansen spotten
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• ..
Unstructured
data mining
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1 | Kansen spotten
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Bron: Kaushik.net
1 | Bounce rate verlagen
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1 | Kansen spotten
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1 | Kansen spotten
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1 | Kansen spotten
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1 | Kansen spotten
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2 | Expert audit
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2 | Ontwerpcyclus
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2 | Expert analyse
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2 | Expert analyse
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2 | Expert analyse
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2 | Expert analyse
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3 | Voice of the customer
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3.1 | Online survey
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3.2 | Customer feedback
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3.2 | Feedback tools
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High End • Clarabridge • Bazaarvoice • Opionlab • iPerceptions
Bron: Actualinsights.com
Popular • Usabilla • Kampyle • Mopinion
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3.3| Mouse tracking, crazy egg
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3.4 | Usability onderzoek
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4 | A/B testen
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4 | A/B Testen
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Visual Website Optimizer • Maakt het mogelijk om eenvoudig een A/B test op te zetten.
• De marketeer kan zonder tussenkomst van IT een test opzetten, uitvoeren en
analyseren.
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4 | A/B Testen
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4 |A/B Testen
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A: Control
+ 246 %
B: variant
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A B + 21% in conversie
+ 63% in waarde / bezoek
4 |A / B Testen
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5 | Behavioral targeting
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5.1 | Behavioural targeting met Personyze
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5.2 | Targeten site verlaters (Ve Interactive)
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6 | Organisatie en proces
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6 | Team
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Competenties in conversie team: • Webanalist • Usability specialist • Designer • Techneut • (Online marketeer)
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6 | De 6 dimensies van optimalisatie
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Stéphane Hamel
http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/
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Tool overzicht
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19 praktische conversie optimalisatie tools
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Zijn er vragen?
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Een keer kennismaken? Netprofiler 020 345 94 88 www.netprofiler.nl Frans Appels [email protected] Paul van Leijden [email protected]