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How to compete against
The Big Ones
(Amazon, Zalando, IKEA etc.)
In the
World of E-commerce
Presented by Mogens Møller
CEO at Sleeknote & CRO Specialist
@MogensMoeller #elitecamp2016
FlemmingBerit
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
@MogensMoeller mm@sleeknote.com@MogensMoeller #elitecamp2016
FlemmingBerit
@MogensMoeller #elitecamp2016
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
CEO & Co-Founder
Mogens Møller
Engage your visitors and turn them to customers
@MogensMoeller #elitecamp2016
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
“Danes are the happiest
people in the world”
United Nations World Happiness Report 2016
Winston
@MogensMoeller #elitecamp2016
@MogensMoeller mm@sleeknote.com@MogensMoeller #elitecamp2016
@MogensMoeller #elitecamp2016
250moderated user tests (done by myself)
+Tons of mistakes
(done by myself)
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
@MogensMoeller #elitecamp2016
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
Order Receivers
Most ecommerce websites are simple
@MogensMoeller #elitecamp2016
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
Don’t be a stupid
order receiver
Help and guide your visitors to
find the right product
@MogensMoeller #elitecamp2016
If you want to beat The Big Ones
Take Away #1
#1
Don’t copy cases
Be inspired by principles
Ski vacation
@MogensMoeller #elitecamp2016
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
@MogensMoeller mm@sleeknote.com
Persona
@MogensMoeller #elitecamp2016
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
@MogensMoeller mm@sleeknote.com
The Stock Photo Trap
@MogensMoeller mm@sleeknote.com
@MogensMoeller mm@sleeknote.com
@MogensMoeller mm@sleeknote.com
@MogensMoeller mm@sleeknote.com
@MogensMoeller mm@sleeknote.com
Persona (simplified)
Facts
- Møller Byskov Family
- First time skiing with the kids
Needs and Wishes
- Great kids area
- No drunk danish afterskiers
- Close to Autobahn
- Good super markets
+19%uplift in bookings
#2
Know your customers…
and make real personas
@MogensMoeller #elitecamp2016
If you want to beat The Big Ones
Take Away #2
Know your customers
- What do your customers love?
- What do your customers hate?
- What is important to your customers?
- What is not important to your customers?
- How is your customers’ every day life?
- What is your customers’ pain?
@MogensMoeller #elitecamp2016
Know your customers
- What exact problem are you solving for your customers?
- What information do your customers need to make

a buying decision?
@MogensMoeller #elitecamp2016
All skiers The Happy Stock Family A Real Family
with real needs and problems
@MogensMoeller #elitecamp2016
Scuba Diving Masks
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
#3
Try to create no-brainers
Assume your visitors are
always in a hurry
@MogensMoeller #elitecamp2016
If you want to beat The Big Ones
Take Away #3
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
Inspire your visitors
and help them identify themselves,
their wife, kid etc. in your products
If you want to beat The Big Ones
Take Away #4
@MogensMoeller #elitecamp2016
Don’t copy cases
Be inspired by principles
Process
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
2) Telephone interviews with customers every quarter
@MogensMoeller #elitecamp2016
Process
- What do your customers love?
- What do your customers hate?
- What is important to your customers?
- What is not important to your customers?
- How is your customers’ every day life?
- What is your customers’ pain?
- What exact problem are you solving for your customers?
- What information do your customers need to a right buying decision?
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
2) Telephone interviews with customers every quarter
www.groovehq.com/blog/customer-development
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
2) Telephone interviews with customers every quarter
3) User-tests every half year
@MogensMoeller #elitecamp2016
Process
1) Auto emails after new order with relevant questions
2) Telephone interviews with customers every quarter
3) User-tests every half year
@MogensMoeller #elitecamp2016
[Elite Camp 2016] Mogens Møller - How To Compete Against The Big Ones (Zalando, IKEA etc) in the World of E-commerce
Don’t be an order receiver!
Help, motivate and inspire
your visitors to make the right buying decision!
@MogensMoeller #elitecamp2016
Thanks for
listening
mm@sleeknote.com

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