Cum sa vinzi de 3x mai mult facand un singur lucru
Transcript of Cum sa vinzi de 3x mai mult facand un singur lucru
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Cum sa vinzi de 3x mai mult facand un singur lucru
Porneste intr-o aventura in mintea clientilor tai si afla chiar de la ei ce isi doresc
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Valentin Radu
> 36 de ani
> Tata de 2, sot de 1 ;)
> Antreprenor din 2001, primul exit in 2004
> Co-fondator al rca-ieftin.ro (leader in asigurari online in .ro)
> fondator si CEO Omniconvert (prima platforma de optimizare a ratei de
conversie din Romania)
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1. Ce inseamna marketing de performanta?2. Metodologia pentru performance marketing3. Puterea KPI-urilor4. Funnel design5. Platesti sau atragi?6. Conversia
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Ce inseamna marketing de performanta?
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Obiectivele de business > Strategia de businessStrategia de business > Obiective de marketingObiectivele de marketing > Strategia de marketing
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Performance marketing este ce nu este nemasurabil.Performance marketing nu este doar “awareness”Performance marketing este “rezultate: vanzari, lead-uri etc”
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Sfanta trinitate a marketing-ului de performanta
Conversii
Branding
Trafic
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Dar, pentru a atinge toate astea este nevoie de:
Inovatie
Diferentiere
Oameniextraordinari
Instrumente
Metodologie
Research
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Ce este rata de conversie?
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Ce poti face pentru a creste rata de conversie?
1. Atragere de trafic relevant - de preferat own media
2. Constructie de brand
3. Analiza cantitativa - segmentare
4. Analiza calitativa - voice of customer, buyer persona
5. Segmentare
6. AB testing
7. Personalizare
8. Diferentiere masiva la nivel de produse / servicii / pret
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2 Sistemul invinge intotdeauna
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INTOTDEAUNA!
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Metodologia standard
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Simptome ale celor care o aplica:> Se ghideaza mai mult dupa nas decat dupa date> Analizeaza pompieristic fiecare oferta de reclama venita de la cine stie ce site obscur> Nu au un algoritm de estimare a ROI-ului> Nu au un buget de marketing> Nu se ghideaza dupa KPI-uri> Intra in Google Analytics “de curiozitate”> Nu au rapoarte saptamanale / lunare> Mimeaza ce face concurenta (e pe emag, tre sa facem si noi!)> Nu au un roadmap pentru dezvoltarile web pt marketing> Fac brainstorming oricand le vine o idee, intrerupand orice proces deja existent
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Metodologia orientata catre performanta
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Get relevant traffic
Define your buyer persona
Remarketing
Convert!
Micro conversions
Pain data(heatmaps, surveys,
etc)
GA deep diving
A/B testing for each relevant segment /
page
Segmentation
Personalization
Advanced CRO methodology
Wasted traffic
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3 Funnel design
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Aici obiectivul este ca vizitatorii sa ...
intre pe pagina de produs
se aboneze la newsletter
adauge produse in cos
nu abandoneze cosul revina si sa cumperespuna tuturor despre noi
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Traffic
Bounce, search, CTR tocategory & productCTR to product page
Add to cart rate
Abandonment rate
Abandonment rate
Conversion rate
Conversii
Homepage
Category
Product
Cart page
Checkout
Cart page
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A/B Testing
Conform econsultancy.com, site-urile care au facut AB Testing au crescut rata de conversie cu ~20%
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SONDAJE
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Sondaje
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Sondaje
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Multumesc. Frumos!