Its all About Persuasion

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Its all About Persuasion

• Many concepts stolen from Futurenow Inc.
• Persuasion? What about ROI?
• What is a funnel
• .a figment of your imagination
• Example

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Measuring Persuasion

• Measuring ROI gives you only the start and end of
  the journey
• Its a very long journey from click to
  conversion.
• From the software point of view
• Too much time elapses. Cookies get deleted
• Too many variants of behavior to measure
• We know what happened, but not why
• From the customers point of view
• Their decision to buy is actually a series of
  micro-decisions
• All customers are different, but they can be
  grouped into segments. The impulse buyer,
  pragmatic buyer etc.

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What is a funnel?

• Concept originates as a sales funnel

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A Funnel is more like a series of tornadoes
Home page Product category pages Product detail
pages
Add to cart Recommended products
Checkout process
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Defining an online funnel

• Divide your site into stages
• Stages should match the mental state of your
  customers
• Aggregate pages into logical groups
• Too much detail (noise) otherwise
• Page-by-page is like looking at the tiny
  particles of dust in the storm. Not important!
• Measure the degree to which a page group causes
  people to advance to the next stage, compared to
  other page groups
• Measure those micro decisions
• For all the pages in the stage
• View different segments simultaneously

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Summary

• Find a way to aggregate pages into logical groups
• Too much detail (noise) otherwise
• Measure the degree to which a page group causes
  people to advance, compared to other page
  groups
• Measure those micro decisions
• View different segments simultaneously