In which we are innovating?

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1 In which we are innovating? multiplica Pàgina 1

2 Focus (proactiv) in conversion and commercialization The heart of our concerns: Their conversion into clients t The heart of our concerns: Users multiplica Pàgina 2 Focus (reactiv) en user and his uses

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) multiplica Pàgina 3

4 Absence of conversion proposals Confusing positioning on the home page Unclear return policies Conversion Web: Analysis and improvement of scenarios Unstable and untrustworthy systems Bad user experience Too much information is required Without action callings Use of unclear copy The problems Very limited searchability Very long payment processes With measurements levels so basic Not understand the importance of landing pages Need to register before starting purchase process multiplica Pàgina 4

5 The solution: Persuadability multiplica Pàgina 5

6 The solution: Persuadability as the capacity ( persuasive ) of an on-line process to take users actions and convert them into subscribers, leads or clients. multiplica Pàgina 6

7 analysis of scenarios and profiles conversion ratios abandonment times continuous tuning behavior paths webmining user satisfaction and opinions Persuadability potential search keyword analysis MEASUREMENT multiplica Pàgina 7

8 USER PSYCHOLOGY VALUE PROPOSAL Persuadability MEASUREMENT USABILITY MARKETING STRATEGY multiplica Pàgina 8

9 needs alternatives profiles and scenarios decision elements affectivity and empathy momentum Conversion Web: Analysis and improvement of scenarios customer service service level CONSUMER PSYCHOLOGY branding trust perception and attitudes product range and depth VALUE PROPOSAL content business model hygienic factors (security, reliability, ) differentiation positioning competitive brand flexibility navigation and structure Persuadability MEASUREMENT possibility of multiplechannels promotions and incentives pricing strategy error prevention and assistance standards design cross-selling consistency usage efficiency first glance USABILITY searchability home page visibility purchase process multiplica Pàgina 9 aesthetics displaying product copy personalisation use of colours permission marketing payment methods MARKETING STRATEGY segmentation contextual sales on-line communication member programs

10 Ten little changes that take us to a change of paradigm Improve the current presence through small improvements [1] multiplica Pàgina 10

11 Ten little changes that take us to a change of paradigm Where the accent is in the action [2] Atention Interest Desire Action Atention Action Interest Desire - Action multiplica Pàgina 11

12 Ten little changes that take us to a change of paradigm Conversion as the sum of micro-actions: page with purpose [3] multiplica Pàgina 12

13 Ten little changes that take us to a change of paradigm Holistic vision beyond usability interiorising the psychology and momentum of the internaut, our value proposal and our on-line marketing strategies.[4] multiplica Pàgina 13

14 Ten little changes that take us to a change of paradigm Improve the actually site looking for a littles improvements [5] Initial audit [1] Diagnostic post-optimization [5] Measurement in real time[2] Persuability Optimization [4] Previous Diagnostic to the optimization[3] multiplica Pàgina 14

15 Ten little changes that take us to a change of paradigm Tuning (test, learn, apply, REPEAT) as a process. [6] Initial audit [1] Diagnostic post-optimization [5] Measurement in real time[2] Persuability Optimization [4] Previous Diagnostic to the optimization[3] multiplica Pàgina 15

16 Ten little changes that take us to a change of paradigm Measurement of convertibility in real time as a tool. [7] multiplica Pàgina 16

17 Ten little changes that take us to a change of paradigm Thinking in many conversion scenarios [8] Necesidad de contenido 1 Scenario 1 Necesidad de contenido 2 Necesidad de contenido 3 Step 1 Step 2 Perfil sociodemográfico: Necesidad real: Aproximación psicológica: líder Funcionalidad 1 Funcionalidad 2 Reevaluar? multiplica Pàgina 17

18 Ten little changes that take us to a change of paradigm Matching the purchase and sales processes. [9] Tu vendes Prospect Generar tráfico cualificado microsegmentado y orientado a un objetivo medible. Pero ellos compran! 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. multiplica Pàgina 18 Qualifying Una arquitectura de la información que facilita el acceso intuituvo a los productos y servicios Present Mostrar una ficha de servicio con información completa Close Formulario de compra solicitando sólo la información necesaria y s de confirmación. Búsqueda de información Crear entradas a rutas y escenarios persuasivo en función de los perfiles de usuarios (personas/ y necesidades Evaluación de la acción Crear contenidos envolventes que respondan todas las dudas de los usuarios. Decisión de compra Mostrar la USP de cada producto y sus ventajas, no sus características, con un diseño y copy enfocado a la acción Acción Llamadas a la acción claras, contundentes, que minimizan el riesgo y dan confianza (políticas y privacidad). Evaluación poscompra Estrategias de retención

19 Ten little changes that take us to a change of paradigm Beyong online measurement [10] multiplica Pàgina 19

20 Why persuability is important? 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 much to obtain a little. multiplica Pàgina 20

21 Why persuability is important? The challenge is to have users with last and first name. The challenge is to have clients! multiplica Pàgina 21

22 The companies knows that they have to make a conversation with their users (1) multiplica Pàgina 22

23 The companies understand that the web video is the great inmediate fiture communicator (2) multiplica Pàgina 23

24 The companies understand that they have to be empathic with their users (3) multiplica Pàgina 24

25 The Companies understand that there be another way to say things or something (4) multiplica Pàgina 25

26 The Companies understand that they have to talk their customers language (5) multiplica Pàgina 26

27 The Companies don t talk about links, they talk about advantages (6) multiplica Pàgina 27

28 The Companies understand that that the process need to be easys and fast (7) multiplica Pàgina 28

29 The Companies understand the emotions (more than reason) (8) Mayoclinic.org multiplica Pàgina 29

30 The Companies create special conditions for their customers who wants to relation with them on line (9) multiplica Pàgina 30 Halifax.co.uk

31 The Companies understand how important is to creat pressure into the user and create a urgent sensation (10) Rumbo.es multiplica Pàgina 31

32 The Companies let an interaction with the natural language (11) Cahoot.com multiplica Pàgina 32

33 The Companies understand how integrate the phone in their online presence (12) Occidental-hoteles.com multiplica Pàgina 33

34 Contacts: Project Manager: Malisa Gutierrez Multiplica Plaça Tirant Lo Blanc, Barcelona Telf: Ribera del Loira 46, Ed Madrid Telf: Augusto Leguía, 100 oficina 801 Santiago de Chile Telf: multiplica Pàgina 34

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