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Verleiden op Internet
“Little Happy Conversions”!
9 november 2012 Eddy Boeve © deResultants & freelancefirm 1
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9 november 2012 Eddy Boeve © deResultants & freelancefirm 2
Me me me me me me me …
agentschap voor online professionals > 450 specialisten KPN.com, KIT, Tom Tom, Ahrend, Elsevier, …
conversie specialisten resultaat gericht verbeteren, persuasive design, A/B-‐testen, training Voor: 113online, kiesmobiel.nl, Sanoma, …
(mede-‐oprichter )
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Wat is conversie?
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De stappen naar online succes
1. Verbeter Usability
2. Neem Obstakels weg
3. Pas Verleiding toe: 6 boosters van Cialdini
4. Pas Koopfasen toe: 4 fasen van de Eisenbergs
5. Pas Koops7jlen toe: 4 s\jlen van de Eisenbergs
6. Pas Conversion Trinity toe: 3 fasen van de Eisenbergs
7. Pas Triggers toe: Behavioural Model van BJ Fogg
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De stappen naar online succes
1. Verbeter Usability
2. Neem Obstakels weg
3. Pas Verleiding toe: 6 boosters van Cialdini
4. Pas Koopfasen toe: 4 fasen van de Eisenbergs
5. Pas Koops7jlen toe: 4 s\jlen van de Eisenbergs
6. Pas Conversion Trinity toe: 3 fasen van de Eisenbergs
7. Pas Triggers toe: Behavioural Model van BJ Fogg
9 november 2012 Eddy Boeve © deResultants & freelancefirm 5
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9 november 2012
Eddy Boeve © deResultants & freelancefirm
6
“Here you use very li-le paint and you’re just barely, barely, barely grazing the canvas. It’s such a delicate touch, if you’re not careful, your hand will just absolutely float away.” – Bob Ross, 1987.
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Bob’s Palet
Alizarin Crimson Bright Red Cadmium Yellow Dark Sienna Indian Yellow Midnight Black Mountain Mixture Phthalo Blue & Green Prussian Blue Sap Green Titanium White Van Dyke Brown Yellow Ochre
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Lorem ipsum dolor s i t a m e t , c o n s e c t e t u r adipiscing elit. Cras ac n i s l maur i s . Donec semper , nulla at sollicitudin u l t r i c ies , quam pu ru s u l t r i c i e s d o l o r , q u i s commodo augue odio blandit neque.
1. …. 2. …. 3. ….
Product
“Little Happy Conversions”
Ons Palet:
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1. USABILITY Een gebruikersvriendelijke website
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Effect op kijkgedrag
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Naar de Knoppen
• Conversiepunten zijn • Knoppen-‐wijsheid:
– Obstakels wegnemen rondom knop • Betalen, registeren, \jd benodigd, gra\s, privacy, retour,
vrijblijvend
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knoppen
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Triggers & Design
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Knoppen: Contrast
9 november 2012 Eddy Boeve © deResultants & freelancefirm
Goede contrast bulon • Kleur + formaat Maar ook: • Koptekst: voordeel (besparen)
& product (verzekering) • Geruststellende regel dicht bij
bulon • Goed scanbare voordelen
13
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Keuzehiërarchie
• Hero – “popular”, “meest gekozen”, “aanbevolen”
• Vergelijken • Obstakels wegnemen • Duidelijke conversieknop
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9 november 2012 Eddy Boeve © deResultants & freelancefirm
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9 november 2012 Eddy Boeve © deResultants & freelancefirm
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9 november 2012 Eddy Boeve © deResultants & freelancefirm
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9 november 2012 Eddy Boeve © deResultants & freelancefirm
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Maar we zijn er nog niet!
9 november 2012 Eddy Boeve © deResultants & freelancefirm
Gemiddelde conversie Lage conversie
Hoge conversie Gemiddelde conversie
Slechte usability Goede usability
Bron
: BJ Fogg, Stanford Pe
rsuasiv
e Techno
loy Lab
Weinig “verleiding”
Veel “verleiding”
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Incen\ves and reciprocity
68x
32x
omzet : $8,012,-‐.
Versie 1
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Incen\ves and reciprocity
16x 0x 84x
omzet : $11,444,-‐.
Versie 2
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De 6 principes van beïnvloeding
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A. Wederkerigheid
• IncenAve – Nu \jdelijk met gra\s …. – Gra\s whitepaper / download – Gra\s demo – 2e boek gra\s
• Ophalen in winkel / kantoor
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B. Consisten\e & Commitment
• Kleine stapjes:
• Lees meer over – in plaats van: Neem contact op
• Bereken de premie – in plaats van: Sluit verzekering af
• Zoek 7ckets – in plaats van: Bestel direct
• Beschikbaarheid opvragen – in plaats van: Boek nu
• Als u hiervan houdt, dan … – “U heeC boek X met 5 sterren beoordeelt, dan vindt u dit boek ook vast geweldig!”
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C. Sociale Bewijskracht
• Tevreden klanten aan het woord – Eigen site – Tes\monals
• Reviews – Ervaringen met … – Via externe website – Vraag ac\ef om nieuwe reviews
• Meest gekozen • Ra\ng
– Likes, sterren, … • Ac\viteiten
– Laatste / huidige transac\e – Aantal mensen online – Aantal orders gisteren
• Aantal klanten – Evt. bij product / dienst
• Iedereen die dit kocht / bekeek / … • Reviews
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D. Sympathie
• Foto’s – Medewerkers
• Teksten – Wij helpen… – “Handpicked choice for you”
• Tools – Verspillingstest
• MVO – Wij doneren…
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E. Autoriteit
• Prijs van erkend bureau – Consumentenbond
• Aanbevolen door eigen bedrijf – “Wij van WC-‐eend…”
• Experts aan het woord – “Wile jassen” – Review krant / magazine
• BN’ers aan het woord • Omvang
– Aantal klanten (en welke), omzet, landen, klanten
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F. Schaarste
• Tijdelijke aanbieding – Dag, week, uur – Tijdelijk 8,95
• Uitverkocht – Volgeboekt
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4. KOOPFASEN Voor ieder moment wat
A. Oriënteer
B. Vergelijk
C. Transac\e
D. Herhaal
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5. KOOPSTIJLEN Eisenberg Sex and the City
compe77ef
methodisch
spontaan
humanis7sch
TIJD
langzaam
EMOTIE
weinig veel
doelgericht: wat? prikkelgericht: waarom
inhoudsgericht: hoe? rela\egericht: wie?
snel
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DOELGERICHT (compe\\ve)
§ Compacte Samenvaung § Voorgedefinieerde keuzes § Snel vinden wat je zoekt § Behulpzaam en to-‐the-‐point
§ Creden\als verkoper § Best Getest § Tijdsbesparing § State of the Art
Overtuigd door Op7maal Design Kenmerken
§ Hoe bereik ik zsm mijn doel? § Ra\oneel § Snelle beslisser § Verkoper als servicegericht expert § Ongeduldig § Denkwerk uitbesteden
25 oktober 2012 ©2012 -‐ Eddy Boeve freelancefirm 31
B.A. Miranda
I want to find quickly
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PRIKKELGERICHT (spontaneous)
§ Direct Tastbaar Resultaat § Ac\egericht § Wow factor
§ Originaliteit § Experience § Schaarste § Verpakking § Extra’s/Premiums § Populariteit
Overtuigd door Op7maal Design Kenmerken
§ Kopen moet leuk zijn § Nieuwsgierig, open-‐minded § Snelle beslisser § Verkoper als sparringspartner § Op gevoel en soms impulsief
25 oktober 2012 ©2012 -‐ Eddy Boeve freelancefirm 32
Murdock Samantha
I want to do something
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INHOUDSGERICHT (methodical)
§ Detailniveau § Overzicht alle kenmerken § Bewaarfunc\e
§ Feiten § Deskundigheid § Onderbouwing § Prijs/Kwaliteit § Betrouwbaarheid
Overtuigd door Op7maal Design Kenmerken
§ Beste prijs-‐kwaliteit verhouding § Uitpluizen en vergelijken § Langzame beslisser § Ra\oneel § Overtuigd zichzelf § Wantrouwend t.o.v. verkoper
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Hannibal Charloae
I want to know everything
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RELATIEGERICHT (humanis\c)
§ Sociale context tonen § Persoonlijk aanspreken § Tijd nemen om band op te bouwen § Beves\gen kwaliteit merk
§ Gunnen § Sympathie § Wederkerigheid
Overtuigd door Op7maal Design Kenmerken
§ Met WIE doe ik zaken? § Gevoelig voor sociale context § Langzame beslisser § Loyaal naar verkopende par\j
25 oktober 2012 ©2012 -‐ Eddy Boeve freelancefirm 34
Faceman Carrie
I want to connect
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Eisenberg Ideale Landingspage
Header subheader
Persoonlijk aanspreken top 3 filmpje Gun uzelf 2 minuten voor een persoonlijk advies
Tooltje, call me
now
ho
me
W
ie?
ho
e?
copy copy copy copy copy copy copy copy copy copy copy copy copy copy copy copy copy copy
copy copy copy refenties copy
copy expert opinion copy copy copy copy copy copy. Meer weten en/of brochure downloaden copy copy copy copy copy copy copy copy copy copy copy copy
Abstract beeld
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6. CONVERSION TRINITY De Eisenbergs
Ben jij relevant voor mijn behoeves, zoekopdracht, doel? Is er een goed ‘reukspoor’?
Weet ik waarom jij de beste oplossing bent/hebt voor mij? Leg je je toegevoegde waarde goed uit?
Is het duidelijk wat ik vervolgens moet doen? Geef je genoeg vertrouwen om dat te doen?
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7. BEHAVIORAL MODEL BJ Fogg
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Ir. Eddy D.G. Boeve resultant eddy@ freelancefirm.nl [email protected] +31 (6) 215 57 57 1
freelancefirm / deResultants pakhuis het veem van diemenstraat 410-‐412 (Unit 3.04) 1013 cr amsterdam
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