a million people walk into a bar
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One million people walk into a bar…
Conversion Week Bucharest 2016
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No one buys anything. Bar declared a huge success.
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• CTR• PPC, SEO, SEM • UX• UI• Affiliate marketing• Performance marketing• Inbound/outbound
marketing• A/B testing
Astazi o sa vorbim despre• Neuromarketing• Behavioral marketing• Affiliate Summit• Effie Awards• Gpec Awards• Internetics
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Conversiile nu sunt (doar) o problema tehnica, de specialitate sau de matematica.
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•Conversiile sunt o problema de business
•Business = Oameni (echipa, clienti, parteneri)
•Oameni reali, NU useri
•Oameni offline, adica
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Crestem cu 1% rata de conversie. Ce se intampla? • 50.000 vizitatori unici pe luna•=> 500 de vanzari in plus• 50 de euro valoare medie/vanzare => 25.000 euro vanzari lunare • 300.000 de euro pe an in vanzari•Margine 20% => 5.000 euro/luna => 60.000 euro/an • Povestim prietenilor. Tinem prezentari. • Un bonus? Un premiu?
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500 de comenzi pentru call center/suport = 1 om
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500 de comenzi pentru curier = 1 om + 1 masina
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• Dealer auto• Service• Combustibil • Telefonie mobila • GPS• POS
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500 de comenzi pentru afiliat = 8% din vanzari = 2000 de euro / luna
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Cum crestem rata de conversie? • Crestem calitatea traficului• Optimizam landing page-ul• Imbunatatim continutul reclamelor• Facem A/B testing• Folosim tool-uri• Lucram cu consultanti• http://www.searchenginepeople.com/blog/25-conversion-rate-boosters.html
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De ce?
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Vreau sa cresc rata de conversie si sa vand mai multe rochii pentru ca:• Vreau sa fac un profit de x lei. • N-am bani sa platesc salariile, taxele si chiria. • Am 40 de rochii pe stoc de 6 luni.• Am target sa le vand intr-o luna.• Concurentii mei vand foarte bine rochii rosii mai
scumpe.• Am vazut ca se poarta rochiile rosii vara asta.• Seful mi-a spus sa cresc rata de conversie, sau
trebuie sa imi caut alt job.
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• Mi-am schimbat culoarea parului.• M-am despartit de curand si
vreau sa arat bine cand ma intalnesc cu ex-ul sa ii dau cheile.
• Ies in oras cu sotul sa aniversam 3 ani de casatorie.
• Ies la un first date. • A venit o colega noua in echipa
care arata al naibii de bine. • A venit un coleg nou in echipa
care arata al naibii de bine.
Vreau sa cumpar o rochie pentru ca: • M-am ingrasat cu 3 kg.• Am slabit 3 kg. • Imi place sa intorc priviri pe strada. • Mi-am cumparat o pereche de pantofi
superbi.• Merg la un interviu de angajare. • Saptamana viitoare merg la o
petrecere la care vin si cativa fotbalisti de la Steaua.
• Am descoperit un stil nou care imi place.
• Pentru ca vreau sa ma simt bine. Life is shitty enough without this nice red dress.
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7 Ideas to go
• Solve a problem, but not YOUR problem.• Solve a problem, but not YOUR problem.• Solve a problem, but not YOUR problem.• Solve a problem, but not YOUR problem.• Solve a problem, but not YOUR problem.• Solve a problem, but not YOUR problem.• Solve a problem, but not YOUR problem.
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• If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.
Jeff Bezos
• Stop over marketing your customers.• Start over understanding them.
• [email protected]• Twitter.com/boerescu • Linkedin.com/in/boerescu