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http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
Feng Shui pentru site-ul tau. Maximizeaza-ti conversiile!
Workshop dedicat optimizarii conversiilorunui magazin online
21 iunie 2012
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
Despre Liviu TALOI• Liviu Taloi a facut parte din echipa celui mai important magazin online romanesc -
eMAG.ro, unde a fost PR Manager timp de aproximativ 3 ani..• Din 2005, Taloi a fondat compania de consultanta Web Audit specializata in ecommerce si
evaluari de site-uri. Ca si consultant Taloi a fost practic Manager de Proiect pentru fiecare client, desfasurand activitati precum: analizarea si optimizarea uzabilitatii si problemelor de functionalitate ale unui site, cresterea ratei de conversie, testarea comportamentului consumatorului folosind instrumente precum Google Website Optimizer, administrarea si recrutarea pentru formarea principalelor departamente ale unui magazin online, crearea de campanii de promovare si marketing, masurarea parametrilor de business si analytics.
• Impreuna cu Andrei Radu, Liviu Taloi a dezvoltat metodologia si a organizat testele de usability pentru Gala Premiilor eCommerce (GPeC) inca din 2007. Bazata pe standarde internationale, scopul testelor de uzabilitate este de a determina principalele probleme aparute cand un consummator obisnuit doreste sa cumpere online.
• In ultimii ani, Liviu Taloi a oferit consultanta de specialitate la mai mult de 20 de magazine online romanesti. Multe dintre acestea sunt acum lideri de piata in nisa lor.
• In afara de consultanta si testele de usability, Taloi este de asemenea speaker la conferinte si seminarii in special dedicate comertului electronic, fiind foarte apreciat de catre participanti. Scrie articole si analize de piata pentru publicatii online si reviste tiparite. In 2008 a fost trainerul care a lansat primul curs de comert electronic, numit “iSell”, si de asemenea a lansat o serie de 7 seminarii online – webinarii - dedicate problemelor uzuale ale magazinelor online numit “WebSell”.
• Taloi a fost in echipa care a lucrat la Studiul National pentru E-Commerce cerut de ANCOM in Octombrie 2008 ca si in echipa care a elaborat Studiul E-Commerce din Romania din 2006 cerut de catre MCTI. Ultima implicare in acest tip de sondaje a fost la finalul anului 2010 cand impreuna cu organizatorii Galei Premiilor eCommerce a elaborat a doua editie a Studiului National pentru E-Commerce.
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 1
Trust, Transparency, Reputation
• Trust
• Transparency
• Reputation
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Sigle de genul “Verified by VISA”
• Pagini SSL pentru zona de cont si date personale
• O adresa fizica (o pagina de contact bine facuta)
• Testimoniale clienti
• Certificari si acreditari
风水 Feng Shui # 1
Trust, Transparency, Reputation
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• http://www.trusted.ro/despre-marca-de-incredere/standardele-trusted-ro/
风水 Feng Shui # 1
Trust, Transparency, Reputation
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 1
Trust, Transparency, Reputation
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 1
Trust, Transparency, Reputation
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 2
First Impression, Outstanding Design
• First Impression/Visit
• Outstanding Design
• Niche Landing Pages
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Nisarea/targetarea reclamelor– Haine femei– => “haine femei ieftine”
• Eu nu vand haine ieftine, pun la negative
– => “haine femei second hand”• Nu vand, pun la negative
风水 Feng Shui # 2
First Impression, Outstanding Design
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Content Personalization
• Special functions
• Marketing hooks
风水 Feng Shui # 3
Content Personalization, Specials
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Cel mai BUN magazin online?
• Este atractiv (DESIGN)• Este USOR de folosit (USABILITY)• Are un marketing SMART• Are o politica de preturi buna
• Customer Oriented (Zappos, Apple)
• Are cea mai mare C$FRA DE AFACER$• supercalifragilisticexpialidocious
风水 Feng Shui # 3
Content Personalization, Specials
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
Knicker Picker (dot) comhttp://www.youtube.com/watch?v=EypIvD0QtAM
风水 Feng Shui # 3
Content Personalization, Specials
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
Zugara's Augmented Reality & Motion Capture Shoppinghttp://www.youtube.com/watch?v=NxQZuo6pFUw
风水 Feng Shui # 3
Content Personalization, Specials
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
Cross si Up Selling
风水 Feng Shui # 3
Content Personalization, Specials
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 3
Content Personalization, Specials
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Personalizarea continutului
• Ar fi frumos ca atunci cand userul a cautat si a dat click pe reclama “haine femei ieftine” sa-l trimit pe pagina de haine femei, cu ele sortate dupa pret, crescator, si sa am acolo un banner in care sa scriu “Cumpara haine femei ieftine!”
• Ar fi frumos daca un user din Tirgu Mures ar da click pe o reclama si ar ajunge in site, sa-l intamplin cu un mesaj de tipul de tipul “Cumpara de la noi haine pt femei ieftine, ti le livram in Tirgu Mures fara niciun cost, gratis!”
• Livrarea aceluiasi mesaj, pe toate paginile pana la cosul de cumparaturi cand ii zic Thank You = USP, UVP
风水 Feng Shui # 3
Content Personalization, Specials
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Social Proof
• Habits
• Others saying…
风水 Feng Shui # 4
Social Proof, Habits, Others…
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Obiceiuri de navigare– Q: De ce trebuie sa punem search-ul undeva
dreapta sus?– R: Pentru ca acolo se asteapta userii sa-l
gaseasca.
– Q: De ce conteaza atat de mult design-ul altor site-uri si nu pot face ce vreau?
– R: clientii petrec 98% din timp pe alte site-uri nu pe ale voastre.
风水 Feng Shui # 4
Social Proof, Habits, Others…
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 4
Social Proof, Habits, Others…
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Focus
• Clarity
• Simplicity
风水 Feng Shui # 5
Focus, Clarity, Simplicity
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 5
Focus, Clarity, Simplicity
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 5
Focus, Clarity, Simplicity
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 5
Focus, Clarity, Simplicity
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Accurate Information
• Complete Information
• Native/usual vocabulary
风水 Feng Shui # 6
Accurate & Complete Information
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 6
Accurate & Complete Information
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Poze mari, clare, zoom suficient de mare, detalii/mostre acolo unde e cazul (fashion)
• Pretul mare, usor citibil
• Stocul la zi, updatat cat se poate de des
• Estimarea/calcularea duratei de livrare si a costurilor de livrare
• Comentarii si ratinguri la produse/servicii
• Ajutor la alegerea marimilor (fashion)
风水 Feng Shui # 6
Accurate & Complete Information
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 6
Accurate & Complete Information
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Usability tests
• A/B + MV Tests
• Experiments
风水 Feng Shui # 7
Usability, A/B+MVT, Experiments
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• SaaS – A/B testing, MVT testing
• Omniture Test&Targethttp://www.omniture.com/en/products/conversion/testandtarget
• SiteBrand Segment&Servehttp://www.sitebrand.com/products/connect-program/
• Google Web Site Optimizer => Google Analytics http://www.google.com/websiteoptimizer
• Acestea sunt doar 3 produse care pot sa va ajute in efectuarea testelor pe paginile voastre.
风水 Feng Shui # 7
Usability, A/B+MVT, Experiments
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• ClickHeat– http://www.labsmedia.com/clickheat/index.html
• Clicktale & Userfly– http://www.clicktale.com/
– http://userfly.com/
• User Testing– http://usertesting.com/
– http://www.techsmith.com/morae.asp
• Eye Tracking Testing + Neuro Marketing– Vezi la Gala Premiilor eCommerce 2010, 2011
风水 Feng Shui # 7
Usability, A/B+MVT, Experiments
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Action buttons w/ Call2Action
• Easy Checkout, Painless
• Urgency on carts
风水 Feng Shui # 8
Call2Action, Easy Checkout, Urgency
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
风水 Feng Shui # 8
Call2Action, Easy Checkout, Urgency
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• User centered design
• 1 to 1 marketing
• (Re) marketing
风水 Feng Shui # 9
User centered, 1 to 1 marketing
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
• Recuperarea cosurilor abandonate• Personalizarea site-ului pe baza actiunilor
userului• Trimiterea de emailuri segmentate la nivel de
user• Trimiterea de emailuri diferite in timp, la nivel de
user, achizitie->folosire produs• Stiu pe ce pagini a fost, pun cod de remarketing
风水 Feng Shui # 9
User centered, 1 to 1 marketing
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
Va multumesc!
• http://LiviuTaloi.ro• [email protected]; [email protected]• Pe Twitter, FaceBook, G+ si alte relete sociale
– http://twitter.com/ltaloi– http://www.facebook.com/ltaloi – Etc…
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
Despre Liviu TALOI• Liviu Taloi a facut parte din echipa celui mai important magazin online romanesc -
eMAG.ro, unde a fost PR Manager timp de aproximativ 3 ani..• Din 2005, Taloi a fondat compania de consultanta Web Audit specializata in ecommerce si
evaluari de site-uri. Ca si consultant Taloi a fost practic Manager de Proiect pentru fiecare client, desfasurand activitati precum: analizarea si optimizarea uzabilitatii si problemelor de functionalitate ale unui site, cresterea ratei de conversie, testarea comportamentului consumatorului folosind instrumente precum Google Website Optimizer, administrarea si recrutarea pentru formarea principalelor departamente ale unui magazin online, crearea de campanii de promovare si marketing, masurarea parametrilor de business si analytics.
• Impreuna cu Andrei Radu, Liviu Taloi a dezvoltat metodologia si a organizat testele de usability pentru Gala Premiilor eCommerce (GPeC) inca din 2007. Bazata pe standarde internationale, scopul testelor de uzabilitate este de a determina principalele probleme aparute cand un consummator obisnuit doreste sa cumpere online.
• In ultimii ani, Liviu Taloi a oferit consultanta de specialitate la mai mult de 20 de magazine online romanesti. Multe dintre acestea sunt acum lideri de piata in nisa lor.
• In afara de consultanta si testele de usability, Taloi este de asemenea speaker la conferinte si seminarii in special dedicate comertului electronic, fiind foarte apreciat de catre participanti. Scrie articole si analize de piata pentru publicatii online si reviste tiparite. In 2008 a fost trainerul care a lansat primul curs de comert electronic, numit “iSell”, si de asemenea a lansat o serie de 7 seminarii online – webinarii - dedicate problemelor uzuale ale magazinelor online numit “WebSell”.
• Taloi a fost in echipa care a lucrat la Studiul National pentru E-Commerce cerut de ANCOM in Octombrie 2008 ca si in echipa care a elaborat Studiul E-Commerce din Romania din 2006 cerut de catre MCTI. Ultima implicare in acest tip de sondaje a fost la finalul anului 2010 cand impreuna cu organizatorii Galei Premiilor eCommerce a elaborat a doua editie a Studiului National pentru E-Commerce.
