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Neuro Conversion - Conversion Konferenz - pdf version
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Präsentation von der Conversion Konferenz 2010 in Hamburg von André Morys, Web Arts AG
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Neuro Conversion - Conversion Konferenz - pdf version
1.
97% der Besucher
verlassen Dich. Warum?
2.
© Andre Morys,
Web Arts AG www.web-arts.com2
3.
© Andre Morys,
Web Arts AG www.web-arts.com The User! 3 User aus Marketing-Sicht
4.
© Andre Morys,
Web Arts AG www.web-arts.com4 User in Wirklichkeit
5.
© Andre Morys,
Web Arts AG www.web-arts.com the web is people! 5
6.
© Andre Morys,
Web Arts AG www.web-arts.com Leider haben wir das vergessen. 6
7.
© Andre Morys,
Web Arts AG www.web-arts.com Internet macht unser Leben einfacher. 7
8.
© Andre Morys,
Web Arts AG www.web-arts.com Leider haben wir das auch vergessen. 8
9.
© Andre Morys,
Web Arts AG www.web-arts.com The Digital Value Chain 9 Site €Clicks make life easy earn money
10.
© Andre Morys,
Web Arts AG www.web-arts.com Focus On System and Results 10 Work with award winning agency Use Instant-Power-Tool to enhance sth. Relaunch Site how can we earn more money?
11.
© Andre Morys,
Web Arts AG www.web-arts.com Focus On User Behavior 11 Site Find out what users want Identify best practices of competitors Find out how users decide Google SiteSite facebook
12.
© Andre Morys,
Web Arts AG www.web-arts.com Verstehen > Ändern 12
13.
© Andre Morys,
Web Arts AG Konsumpsychologie + Neuromarketing = ROI 13 I II III „Ich kann.“ „Ich will.“ „Ich muss.“ Neuromarketing Konsumpsychologie Usability. Accessability. Visibility. Nutzereinstellung: Disziplin: ROI
14.
© Andre Morys,
Web Arts AG www.web-arts.com14
15.
© Andre Morys,
Web Arts AG 15
16.
© Andre Morys,
Web Arts AG 16 Priming Effekt
17.
Mit BMW war
ich immer zufrieden Was eine geile Obermacker-Karre. Yes, Baby. Sex Machine. Uuoooaaah.
18.
© Andre Morys,
Web Arts AG www.web-arts.com18
19.
• Posterior cingulate
gyrus Bei sämtlichen Probanden war die Erregung signifikant h
20.
© Andre Morys,
Web Arts AG www.web-arts.com20 • Posterior cingulate gyrus Bei sämtlichen Probanden war die Erregung signifikant hö
21.
© Andre Morys,
Web Arts AG www.web-arts.com The click happens in the users brain. 21
22.
0 4,75 9,5 14,25 19 A B C 18,2% 12,24% 9,43% +93%
23.
© Andre Morys,
Web Arts AG www.web-arts.com CRO ist eine Meta-Disziplin 23 Technology Testing Copywriting Persuasion Architecture Marketing Design IAUsability UX Decision Theory Psychology Research Analytics Frontend Change Management Backend
24.
© Andre Morys,
Web Arts AG www.web-arts.com Change Management 24 User = Boss
25.
© Andre Morys,
Web Arts AG www.web-arts.com Ihr Chef braucht Sie jetzt. 25
26.
© Andre Morys,
Web Arts AG www.web-arts.com 5 Dinge, die Sie sofort ändern können. 26
27.
© Andre Morys,
Web Arts AG www.web-arts.com 1 27 Bekämpfe die MarketingDenke2000™
28.
© Andre Morys,
Web Arts AG www.web-arts.com MarketingThinking 2000 28 Define Target Group Creative Brief Pitch Creation
29.
© Andre Morys,
Web Arts AG www.web-arts.com 2 29 Höre den Kunden zu!
30.
© Andre Morys,
Web Arts AG www.web-arts.com User Centered CRO Process 30 Understand Users Optimize Experience Test Roll Out Neuro Sciences Psychology Game Theory
31.
© Andre Morys,
Web Arts AG www.web-arts.com 3 31 Kenne das Potenzial.
32.
© Andre Morys,
Web Arts AG www.web-arts.com Conversion is a survival factor 32 0% 10% 20% 30% 40% 50% unter 1 % 1,0% - 2,9% 3.0% - 4,9% 5,0% - 7,9% 8 - 20% > 20% 3% 7%8% 21% 43% 19% © 2008 Web Arts AG, www.web-arts.com Between average and best practice are 900% Potential
33.
© Andre Morys,
Web Arts AG www.web-arts.com 4 33 Nicht diskutieren. Testen.
34.
© Andre Morys,
Web Arts AG www.web-arts.com34 JETZT KAUFEN >> JETZT KAUFEN >>
35.
© Andre Morys,
Web Arts AG www.web-arts.com 5 35 Warte nicht auf den 5. Tipp. Starte. Jetzt.
36.
© Andre Morys,
Web Arts AG www.web-arts.com Optimization Workflow Shop 1. Analyze Google ShopShop 2. Optimize 3. Test MotivationLab® Personas Commercial Ethnography Persuasion Architecture Conversion Design Content Optimization A/B Testing Management ROI Report Create CRO Awareness
37.
1 2 3a
3b 3c Warenkorb-Konversion (Unique Visits/WK) +79% +8%
38.
© Andre Morys,
Web Arts AG www.web-arts.com Warum? ‣ CRO / SEM Vorurteile bekämpfen: ‣ „Web Analyse und Testing führen zum Erfolg“ ‣ „Aufmerksamkeit führt zum Klick“ ‣ Konversion passiert im Kopf des Kunden ‣ Kunden verstehen -> Entscheidungen verändern ‣ Aufmerksamkeit (AIDA) -> Relevanz ‣ Menschen kaufen Gefühle -> Emotionen haben den größten ROI ‣ USP -> UVP -> EVP 38
39.
© Andre Morys,
Web Arts AG www.web-arts.com Further Ressources 39 André Morys andre.morys@web-arts.com Tel. 06172/68097-15 www.web-arts.com ‣twitter @morys ‣ White Paper Neuromarketing: web-arts.com/fmrt ‣ Blog: www.konversionskraft.de ‣ ConversionCamp: 1./2. 09. 2011 www.conversion-camp.com ‣ XING Gruppe Conversion Optimization Dr. Jan Herstell jherstell@frontlineshop.com Tel. 040/808 159 - 640 www.frontlineshop.com
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