off-site webexperience
DESCRIPTION
How to improve your off-site webexperience? Read our presentation!TRANSCRIPT
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Web Experience 2
“Remarkable online content and great sales copy are pretty much the same — plain spoken words designed to focus on the needs of the reader, listener, or viewer” - Brain Clark, Copyblogger
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Web Experience 3
Off-Site Web Experience
Wat bedoelen we met off-site? Waarom aan de slag met off-site web experience? Hoe verbeter je deze ervaringen? Waar moet je rekening mee houden? Hoe meet je het resultaat?
Improve your
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Web Experience 4
Wat is ‘Web (User) Experience’
Website
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Web Experience 5
Wat valt er onder ‘off-site’ ?
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Web Experience 6
Nog een overzicht..
website
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Web Experience 7
Voorbeelden: on-site / off-site optimalisatie
ON-SITE
• Analyseren web analytics, feedback tools, recordings, klikgedrag, eyetracking
• Optimaliseren A/B multivariate testing Fredhopper BTBuckets
• Focus op conversie
OFF-SITE
• Analyseren web analytics, advertentieplatformen publisher reports
• Optimaliseren content, visuals per doelgroep
• Focus op CTR
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Web Experience 8
LET OP! COOKIEWET
• Informeren
• Toestemming vragen
Ook Analytics!
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Web Experience 9
Wat nu?
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Web Experience 10
Waarom aan de slag?
• Goede Off-Site Experience =
Positieve beleving
Meer bezoekers
Meer conversies
off-site channel
website
conversie
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Web Experience 11
Off-Site proces
Channels OFF-SITE
Website CTR Conversies %
Voorbeeld: Google AdWords www.uwdomein.nl Bestellingen 5000 Vertoningen 250 bezoekers (5%) 5 bestellingen (2%)
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Web Experience 12
Succesfactoren
Consistentie (bijvoorbeeld frequentie van Facebook berichten)
Flexibiliteit (inhaken op de
actualiteit)
Waarde (wat schiet de gebruiker /
lezer er mee op?)
Differentiatie (kies voor verschillende
benadelingen)
Off-Site Web
Experience
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Web Experience 13
Consistentie
• Frequentie
• Design / layout
• Tone of voice
• Publicatielocaties
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Web Experience 14
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Web Experience 15
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Web Experience 16
Flexibiliteit • Inspringen op actualiteit
• Open voor interactie
• Campagnes: focus op resultaat (niet goed > snel aanpassen)
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Web Experience 17
Value
• Communiceer over de toegevoegde waarde en propositie in de off-site communicatie.
• Overeenstemming met on-site
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Web Experience 18
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Web Experience 19
Differentiatie
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Web Experience 20
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Web Experience 21
Hoe aan de slag?
1. Doelgroepen identificeren
2. Doelstellingen formuleren
3. Start met meerdere kanalen
4. Durf het aan, maar maak keuzes!
5. Focus op resultaat
6. Testen, testen, testen
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Web Experience 22
Testen
• Resultaten verbeteren? Test en optimaliseer!
(berichten, advertenties, banners, acties, proposities)
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Web Experience 23
andere prijs
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Web Experience 24
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Web Experience 25
Resultaat meten
• Off-site = extern (feedback tools niet mogelijk)
• Feedback? Start kwalitatief onderzoek (intensief)
• Stuur op cijfers (maar zegt niet altijd iets over de beleving)
• Maak een keuze die het best past bij het bedrijf, de strategie en doelstellingen!
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Vragen?
Improve your off-site experience!