EVOLUTION® DIGITAL

YOUR WEBSITE SUCKS!

Always on…

• Digital Marketing Manager Thomas Cook Belgium• Founder Social Marketing Forum• Chairman e-mail mkt taskforce IAB Belgium• Blogger @ belgiancowboys.be, molblog.nl ,

onlinemarketingmanager.be

Co-author of:

Always on…

Always on…

twitter.com/hanssmellinckx

facebook.com/smellinckx

www.onlinemarketingmanager.be

Always on…

Your website still sucks!

http://www.youtube.com/watch?v=1m_VPvVXexo

It’s about the people using it

The “human” changed

The old “straight line” recipe:

Buyer shop sell

happy customer

No more straight line

You are not alone anymore

Why people go online

Why people go online

CONVENIENCE

And… it’s not about technology!

HUMAN BEHAVIOUR

SCREENS

Problem 1: the structure

Problem 1: the structure

• Did you really put your target audience central?

• Can the main goal be achieved in 5 seconds ?

• Is there 1 focus the whole way through?

Problem 1: the structure

Problem 1: the structure

Problem 1: the structure

Source: Netway

Problem 1: the structure

Think about…

The first thing users “see”

The first thing users “see”

The first thing users “see”

The first thing users “see”

So…

• Yes to wireframes

• No to “we think our audience likes”

Involve your target audience!

So…

Problem 2: the “website”

• Splinternet

• Social media

Problem 2: the “website”

Problem 2: the “website”

Problem 2: the “website”

Problem 2: the “website”

Problem 2: the “website”

Problem 2: the “website”

Problem 3: the sales funnel

So…

yes, we just increased the inflow

Should be:

Yes, we implemented:– A/B testing– Multivariate testing– Abandon cart campaigns– Segmentation & RFM modelling

Question: did you actually do something to improve the funnel on its own?

How to flip the funnel

http://www.youtube.com/watch?v=McmEyr0oWew

Problem 4: flipping the funnel

You can only flip the funnel if you know your customer:

- Likes

- Dislikes

- Behaviour

Create a DNA of your customer

Create a DNA of your campaigns

Integration is key!

Through the lines

Yes you can create…

www.nikeid.com

EVOLUTION® DIGITAL

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® DIGITAL

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