This document discusses conversion optimization in online marketing. It defines conversion as a user taking a desired action on a website, like making a purchase. Conversion optimization aims to increase the conversion rate by testing and improving factors like landing page design, call-to-actions, and motivation of different traffic sources. While some optimization methods like A/B testing can increase conversion rates cost-effectively, marketers must consider trade-offs and prioritize the strategies with the best returns. The conversion funnel and cost of conversion are also important frameworks for optimization.

1. Kuinka muuttaa kävijät rahaksi?
KONVERSIO-OPTIMOINTI
1

2. Mitä tarkoittaa konversio?
―When a user completes a desired action on
your site, such as a purchase or request for
―In internet marketing, information. A conversion is the desired end
conversion rate is the ratio of result from a user visiting your site.‖
visitors who convert casual (Google)
content views or website visits
into desired actions based on
subtle or direct requests from
marketers, advertisers, and
content creators. If the prospect
has visited a marketer‘s web site, vain pieni
examples of conversion actions osa tekee
might include making an online mitä haluat!
purchase or submitting a form to
request additional information.‖
(Wikipedia 2012)
vrt. AIDA
2

3. Optimoinnin monet kasvot
• konversio-optimointi
– hakukoneoptimointi (PageRank)
– mainonnan optimointi
erit. A/B-testit
– laskeutumissivun optimointi
– Facebook-optimointi (newsfeed optimization)
– jne. kaikki missä on algoritmi!
• konversioalttiuteen vaikuttaa esim.
– kellonaika (aamu vs. ilta) just
wanted to
– kuukausi (esim. joulukuu) say hi!
– demografia, intentio
– tuotteet, tarve, halu, ostovalmius
– web design, käytettävyys, ostamisen houkuttelevuus
– kommunikaatiotyyli, selkeys, informatiivisuus
– jne.
3

4. Not all optimization is equal…
―Yes, we would love to live in a world in which
everything could be fully optimized all at once, but
unfortunately we live in a world of tradeoffs. These
tradeoffs could be something as simple as time and/or
resources. You may only have the resources to optimize
a single step in a conversion process. Where will you
start? Or as in the case of SEO and LPO (landing page
optimization), you may be dealing with optimization
strategies that contradict one another.‖
 Jos täytyy valita, mitä sinä optimoisit?
 Minkä optimoinnista saa parhaimman hyödyn?
4

5. Miksi konversio-optimointi?
―Frequently, when marketers target a pocket of customers that has shown
spectacular lift in an ad campaign, they belatedly discover the behavior is
not consistent. Online marketing response rates fluctuate widely from hour
to hour, segment to segment and offer to offer.
This phenomenon can be traced to the difficulty humans have separating
chance events from real effects. Using the haystack process, at any given
time marketers are limited to examining and drawing conclusions from
small samples of data. However, psychologists (led by
Kahneman and Tversky) have extensively documented tendencies which find
spurious patterns in small samples, thereby explaining why poor decisions are
made. Therefore, statistical methodologies can be leveraged to study large
samples and mitigate the urge to see patterns where none exists.
These methodologies, or ‗conversion optimization‘ methods, are then taken
a step further to run in a real-time environment. The real-time data collection
and subsequent messaging as a result, increases the scale and
effectiveness of the online campaign.‖
5

6. CAC:n puolittaminen (Salminen 2012)
As the number of visitors, and marketing budget spent to it,
grows, conversion optimization becomes the most important
investment. Let me demonstrate by a very simple example of
two cases.
Advertising spend: 100 000 money
Visitors*: 400 000
Cvr: 1%
No. sales: 4000
Advertising spend: 50 000 money
Visitors*: 200 000
Cvr: 2%
No. sales: 4 000 * Avg. CPC 0.25 money
6

7. …the whole story
Now, the cases provide the same number of sales, although the other one is spending double
the amount for ads. But the question, from economic perspective, is this: Does the improvement
of cvr by one %-point cost more or less than 50 000 money? In every case it costs less than
that, which is the difference of advertising spends, it should be opted prior to increasing
advertising budget. This is an economic decision: there is scarcity of budget which leads to
desire to optimize efficiency and, finally, trade-offs between allocating investments (here:
between advertising and conversion optimization, both parts of the same marketing budget).
What my point is: THERE IS NO POINT IN DOUBLING MARKETING SPEND BEFORE
ABILITY TO CONVERT HAS BEEN OPTIMIZED, as it leads to a sub-optimal allocation. In fact,
by inserting real figures into this simple equation we can see how much it's worth to pay
for conversion optimization service, should such a service be acquired.
– There is A LOT that can be done improve conversion rate, and we are only in the
beginning. All efforts regarding the layout, features, and presentation of the website should
serve the purpose. We would do well by taking a step towards A/B testing, not necessarily
on the product level, since it's very cumbersome to execute, but by testing MAJOR things
and their impact on conversion. For one, conventions are very necessary. Users have used
to certain functions and positions (e.g. search box & shopping cart); we must adapt to these
as well as possible, otherwise we create frustration and confusion. As the usability expert
Jacob Nielsen says, users spend most of their time in sites other than yours.
Key takeaways:
1. Need to find better ways to capture visitors and convert them FIRST to suspects and then
sales.
2. Conversion optimization becomes more crucially when advertising is increased, and should
be done BEFORE increasing such investments.
3. Conversion optimization can be done EITHER in-house (by applying A/B tests) OR by
acquiring an expert service.
7

8. ABC-argumentti konversiosuhteen
tärkeydestä (Nielsen 2008)
a) ―In a multiplication, if you want to increase the outcome by a
certain percentage, you can increase any of the factors by that
percentage. It doesn‘t matter which factor is increased — the
result will be the same.
b) Thus, to double a site‟s business, you can double the number
of unique visitors. However, this would be very expensive,
requiring that you more than double the advertising budget
(assuming you‘re already advertising under the most-promising
keywords, and thus need to buy traffic from less promising or
more expensive sources).
c) Alternatively, you can double the conversion rate and achieve
the same business improvement. It‘s still fairly cheap to double
conversion rates, though it‘s not as cheap as it was, say, in 2000.
According to our survey, spending 10% of your development
budget on usability should improve your conversion rate by 83%.
You can probably double the conversion rate by spending less
than 15% of your development budget. In most cases, it‘s far
cheaper to use 15% of your development budget than to more
8 than double your advertising budget.‖

9. Konversion käsite on suhteellinen
―…conversions are interpreted differently by individual
marketers, advertisers, and content creators. To online
retailers, for example, a successful conversion may
constitute the [1] sale of a product to a consumer whose
interest in the item was initially sparked by clicking a
banner advertisement. To content creators, however, a
successful conversion may refer to a [2] membership
registration, [3] newsletter subscription, [4] software
download, or other activity that occurs due to a subtle or
direct request from the content creator for the visitor to take
the action.‖ (Wikipedia 2012)
Kaava:
entä per
asiakas?
9

10. Konversiotyypit ja mikrotransaktiot
(Cooper 2010)
Asiakkaalta voi saada
• aikaa, huomiota
• klikkauksia
• yhteystiedot
• laskutustiedot
• hiukan rahaa (transaktio)
• lisää rahaa (bundlaus)
• vielä lisää rahaa (suhde)
• puhelinsoittoja ja
tapaamisia
• kausisopimuksia
• suositteluja
Kuitenkin lopullisena
tavoitteena on tietysti
€,$,£
10

11. Internet-markkinoinnin ”toimintaputki”
(funnel) (Salminen 2012)
Level of
behavior click
Action :)
Pre-click Post-click*
No action :(
älä ainoastaan
keskity tähän…
…vaan koko
putkeen
11

12. …after click konsistenssi
Question 1: Question 2: Question 3:
Where am I? What can I Why should
do here? I do it?
• (landing page • kannustimet
optimization) huom! linkit
kilpailevat • call to action
• tagline, header
• navigation (or not) keskenään
huomiosta -> “Think one
vähemmän on
goal, one
parempi
message,
Problem of multiple ―Homepages that must speak one
audiences? simultaneously to multiple audiences action.”
are notoriously difficult to optimize.
 break value This is the main reason why you are
propositions into better off driving traffic to channel-
different landing specific landing pages whenever
pages (channel, possible.‖ (Grinkot 2009)
12 customer group,
intention…)

13. Bounce rate on korkea. Mitä se kertoo
sinulle?
Voi olla useita syitä:
1. designiin liittyvä yleinen ongelma (esim. navigaatio,
layout)
2. landing page on huono (esim. CTA:n puute)
3. ihmisten luontainen tapa selata sivuja (switching
behavior)
4. kohdennukseen liittyvä ongelma (kohderyhmän ja
arvolupauksen yhteensopivuus)
13

14. Konversiopolut (conversion funnel, ”path”)
esim.
liikenteen
lähteen
mukaan
konversioiden
määrät
eri lähteiden
tuomat tulot
14

15. Konversion kustannus (cost of conversion)
Bännerit Hakukone Facebook
Kävijöiden 1000 1000 1000
määrä
CPC (CTR) 1 (0,5 %) 0,25 (5 %) 0,50 (0,05 %)
Total cost (€) 1000 250 500
CVR (ostot) 2 % (20) 2 % (20) 2 % (20)
COC/CPS 50 12,50 25
Huom!
• CTR:t viitteellisiä, mutta tyypillisiä
• CTR ei suoraan vaikuta
konversiokustannukseen, epäsuorasti kylläkin
• mitä tapahtuu kun muutetaan CVR:ää 1 %-
yks. verran?
15

16. Konversion kustannus (cost of conversion)
Bännerit Hakukone Facebook
Kävijöiden 1000 1000 1000
määrä
CPC (CTR) 1 (0,5 %) 0,25 (5 %) 0,50 (0,05 %)
Cost (€) 1000 250 500
CVR (ostot) 3 % (30) 3 % (30 50%) 3 % (30)
COC/CPS 33 8,30 ( 33 %) 17
Huom! “Compounding effect of
micro-gains”
Konversiokustannukseen vaikuttaa paitsi
kävijöiden hankinnan hinta, myös kävijöiden Pienet parannukset
laatu (ostovalmius) ja sivun yksittäisissä konversion
konversiopotentiaali, jotka yhdessä vaiheissa voivat johtaa
muodostavat konv.-%:n. suureen
kokonaisvaikutukseen
kertautumisen vuoksi.
16

17. ”Kanavamotivaation” ongelma
konversiossa (Marketing Experiments 2010)
―The PPC traffic was considerably more motivated than the external
banner traffic, and though the new process significantly lowered Friction in
the process, there was not much to address the specific motivations of
incoming visitors.
– Though cutting the amount of steps in a process increased the
conversion rate for every channel tested, there was a significant
difference in gains made from channel to channel. As we have
taught, not all channels will convert at the same rate because
they represent different demographics at different places in the
conversation. The PPC traffic was considerably more motivated than
the external banner traffic, and though the new process significantly
lowered Friction in the process, there was not much to address the
specific motivations of incoming visitors.‖
 testaa eri kanavia, mieti tavoitteita
 ongelma ilmenee selkeimmin, kun yrität skaalata (minä tahansa
hetkenä on vain rajattu joukko ihmisiä, jotka ovat valmiita
ostamaan; muiden kohdalla on päästävä valintajoukkoon tai
luotava tarve)
17

18. Kanavat konvertoivat eri teholla (cost of
conversion)
Bännerit Hakukone Facebook
Kävijöiden 1000 1000 1000
määrä
CPC (CTR) 1 (0,5 %) 0,25 (5 %) 0,50 (0,05 %)
Cost (€) 1000 250 500
CVR (ostot) 1 % (10) 1 % (10) 3 % (30)
COC/CPS 100 25 17
entä myöhäinen
konversio?
18

19. Muita haasteita (Mikä kampanja konvertoi
parhaiten?)
• ostamisen lykkääminen (deferred buying behavior)
– kun cookien teho häviää, ‖kadotetaan‖ asiakas
– voidaan ehkäistä rekisteröinneillä
• attribuutio-ongelma (iSales-keissi)
– sitä monimutkaisempi, mitä enemmän
markkinointikanavia JA myyntikanavia
– jos on sekä online- että offline-myyntipiste JA online-
ja offline-markkinointia, on lähes mahdotonta
diskreettisesti erottaa ratkaiseva kosketus
– huom! ensikosketus ei ole aina ratkaiseva
– kyseessä on siis jonkinlainen todennäköisyysmalli,
jonka mukaan asiakkaat painottavat eri kanavista
tulevia viestejä ostopäätöksen tekemisessä
19

20. Kosketusten painottaminen (Burka 2011)
‖There are several ways to allocate success across
different online marketing channels. The easiest method
is to weight each channel equally, leaving yourself the
option of taking the frequency of each channel‘s
exposure into account, as well as the placement of each
in the purchase path (first, last or middle touch point).
– For example, if someone has been exposed to a
display ad five times in a seven touch point path, then
the credit given to display can be weighted higher. Or if
display was the first touch point, you could make the
case that this channel introduced someone to the
brand and should be given more credit than the other
channels. In addition, it would make sense to weight
the data points based on whether they result in new
customers or existing customers.‖
20

21. Last touch bias (Salminen 2012)
• käytössä olevalla analytiikkatyökalulla pystytään
erottamaan vain viimeinen, konversion tuonut
kosketus
– ollaan siis sokeita kaikille aiemmille kosketuksille
• tämän perusteella päätellään että kampanja B (last
touch) sai aikaan konversion, vaikka ainakin osa
konversion arvosta pitäisi sijoittaa aikaisemmille
kosketuksille (esim. kampanja A, first touch)
• tuloksena on attribuutiovirhe, ‖last touch bias‖
– seurauksena voidaan tehdä huonoja
allokointipäätöksiä
21

22. Konversio-optimoinnin osa-alueet (Salminen
2012)
landing page landing
page bounce
optimization
kannustimet esteet
shopping ostoskori
cart recovery
kannustimet esteet
lifecycle loyalty churn
marketing
22

23. Miksi asiakas hylkää ostoskorin?
• tilausprosessin vaikeus
• maksu- tai toimitustapojen puute
• tuote ei heti saatavilla
• tiedon puute (toimitusaika, tuote, yritys…)
• pettymys esim. postituskuluihin
• vertailu eri myyjien välillä
– ―Online-savvy consumers are using shopping carts to
browse more than to buy. Knowing that shipping costs,
handling charges, sales tax, product availability, and
delivery methods vary widely among online retailers,
customers use shopping carts to compare vendors.‖
23

24. Asiakas laittaa tuotteen ostoskoriin, mutta
lähtee sivulta. Mitä teet?
• Ensin täytyy TIETÄÄ asiasta (analytiikka).
• Vaihtoehdot:
1. kysy heti miksi (event-trigger?)
2. lähetä sähköpostia (tunnistaminen, rekisteröinti?)
3. uudelleenkohdista mainontaa (retargeting)
24

25. 5 vinkkiä ostoskorin pelastamiseen
(Marketing Experiments 2005)
1. Collect email address (and possibly also the phone number) in the first
step of your order process so you are able to contact customers if they
do not complete their orders. This may seem obvious, but many site
owners overlook this simple step that enables the whole cart-recovery
process.
2. Many abandoned carts are caused by problems or frustrations with the
order process. Your potential customers will be much more likely to
respond if they sense that you are genuinely interested in helping them.
Let them feel your authentic concern.
3. It is important that you respond as soon as possible after the carts are
abandoned. The more time that passes, the more likely customers will
forget about your offer. If possible, automate your first message so that it
will be sent out within minutes of the abandoned order.
4. If possible, design your email messages so that a link will take the
customer back to the abandoned cart with the item or items already
added and as much information as possible pre-populated in the
order form.
5. Utilize incentives to encourage potential customers to come back to
your site and complete their orders.
25

26. Shopping cart recovery Second Email:
Hello:
(Marketing Ex. 2005) We are not sure if you received our previous email,
but this is our last attempt to contact you.
____ days ago, you started to place an order at
First Email:
__________. Somehow, you were unable to
Hello: complete the form.
Thank you for visiting ________. Was the problem on our end or on yours? Is there
We noticed that you did not complete your order, any way we can help?
and we wanted to do everything we can to help. INCENTIVE
To complete your order in two minutes or less, (Example: We apologize for any difficulty you may
have had with our ordering system. Our customer
just visit our one-page, simple order form:
service manager has approved a special price of
LINK $19.95 if you would like to give us one more
Product or service benefits should go here. chance.)
If you have any questions about our There are two ways to complete your order in two
products/services, please contact us using one of minutes or less:
the following methods: Use this link to visit our one-page, simple order
form:
PHONE NUMBER
LINK
EMAIL ADDRESS Call (toll-free) 800-555-5555. We are standing by to
WEBSITE ADDRESS answer your questions.
Please let us know if there is any other way we If you are not satisfied with your purchase, we will
can help. give you a complete refund, no questions asked.
Thanks, Please let us know if there is any other way we can
help.
Personal Signature
Thanks,
P.S. Use the postscript to provide an additional Personal Signature
incentive or notice of a money-back guarantee. P.S. If you do not respond to this email, we will
If you want your name removed from our records, remove your information from our servers. There is
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27. Checkout-kannustus (”Olet melkein siellä!”)
―Many marketers assume that the customer has
enough momentum once clicking ‗add to cart‘ to make it
through the entire checkout process,‖ he stated, ―That‘s
a lot like expecting a fish to reel itself in once it‘s been
hooked.‖ The lack of value communication in the
checkout process is one of the biggest impediments to
conversion in the checkout process that our researchers
come across when optimizing the funnel process.
McGlaughlin stated that the value proposition must be
expressed continuously for every step/action you require
of the visitor. Marketers must never assume your
customer is completely sold in the cart.‖
27

28. Konversiosuunnittelun KoRKo-malli
(Salminen 2012, wp.)
Konversio-
design
Rakenne Sisältö
A/B
1. käytettävyys 1. luotettavuus • referenssit
2. design (layout) (trust indicators) • suositukset
3. linkkiarkkitehtuuri 2. informatiivisuus • brand
(clutter, navigation) 3. helppous spillovers
• konventiot
• autenttisuus
• aktiviteetti Konsistenssi, • samat kuvat,
Relevanssi, sama ilme
oikea
• sama arvolupaus
Kongruenssi kohderyhmä
• jatkuva
friction reduction
vakuuttaminen
28

29. Trust indicators (social proof)
call-to-
action
Facebook- suositukset/
tykkäykset asiakaspalaute
kuvat
Sertifikaatit/
copyteksti
brändikytkökset
29

30. konventio = elementti ja
Pyri konventioon sijainti, johon asiakas on
tottunut muissa
verkkokaupoissa (ts.
vallitseva käytäntö)
ostoskori yläoikealla
logo ylävasemmalla
kategoriat vasen laita
tuotteet keskellä
kampanjabänneri
tuotteiden yläpuolella
haku yläoikealla?
yhteystiedot horis.
valikossa?
Älä poikkea
konventioista
ilman hyvää syytä!
(herättää
hämmennystä)
30

31. ”Friction overload” (Sutton 2011, suom. ‟kitka‟)
“Friction is the psychological resistance to elements in the email
– Friction is caused by forcing subscribers to think or act.
Longer copy takes longer to read and therefore increases
friction. Using several calls-to-action (instead of one)
increases friction by forcing subscribers to weigh several
options.
Every email has friction (subscribers have to read and click on
something), but it must be minimized. Common causes of ―friction
overload‖ in emails include:
– Multiple images that compete for attention
– Non-linear eye path in the layout
– Multiple calls-to-action from which to choose
– Long or confusing copy
Excessive friction is also generated by emails that do not follow the
typical subscriber‘s thought process. For example, the call-to-action
should not be presented until the subscriber understands why they‘ve
received the message and why they should respond. Otherwise, the
email is calling them to act before they see a clear benefit.‖
31

32. Suositukset (social proof)
kohdennettu
suositus perustuu
asiakkaan toimiin
arvostelut
kertovat
tuotteen
laadusta
ostofrekvenssi
kertoo muiden
asiakkaiden
valinnoista
32

33. Trust seals & brand solicits (reference
proof)
referenssi-
asiakkaat,
brand spill over
effects
33

34. Trust indicator: appearance of activity
(Bustos 2010)
live-päivitys sivun
‖Though someone may not buy an item
tapahtumista just because someone else has just
snapped it up, it does give the
appearance of activity on the site. In
traditional retail, the busier a store is, the
more people it will attract. When I worked
in a shoe store, we were told to ‗make a
mess‘ when the store was ‗dead‘ to give
the appearance that something was
happening in the store. Otherwise, people
will look in and walk right by. It works.
Bubblelicious gives the sense that
Backcountry is an active site that many
other people are shopping right now –
which may have the same effect.‖
34

35. Relevanssi: autenttinen kuvamateriaali
Kuvapankista
Aitoja
kuvankaappauksia
35

36. Kuvien autenttisuus
―Marketers often use stock images that imply nothing
about the value of the offer, settling for ‗pretty‘ images
that make no clear connection to the offer‘s core value.
Remember, images that say nothing are worth
nothing. The force of an image increases with its
authenticity. Images can bring a realism that reduces
the „virtual distance‟ between an offer‟s value and
the recipient‟s perception of that value. Therefore,
marketers must attempt to find images that help the
visitor see and experience the core value of the
product.‖ (Marketing Experiments 2010)
36

37. ”Marketese language” – vältä tätä!
• Spesifisyys.
‖industry leader‖,
‖best data‖ – BS!
• epäselviä
kvalitatiivisia väitteitä
• informaatioarvo nolla
• Tyyli (tone).
‖Your hunt is
over!‖
tunnetaanko
me?
• Valinnanvara
konktoinnissa,
pushy?
WTF?
”MA8 tarjoaa laadukkaita ratkaisuja
digitaalisten järjestelmien
ymmärtämisen strategisessa
markkinointikontekstissa.”
37

38. Arvolupausten konkretisointi
‖To offer an example, commonly used PPC terms such
as ‗biggest‘ mean nothing out of context. Instead of
wasting ad space with unsubstantiated generalities,
choose to tell the user, ‗106,000+ new users in 2010.‘
Don‘t tell the user that something offers ‗fastest
downloads‘ when it is more effective to say, ‗Download
time is X seconds.‘ Such superlatives offer the user no
information that would encourage a clickthrough.‖
(Marketing Experiments 2011)
 pidä huolta, että tarjoat informaatioarvoa!
 “Asiakas ei ole tyhmä. Hän on vaimosi.” (Ogilvy)
38

39. Mielestäsi landing page A on parempi, Joni
sanoo B:n olevan parempi. Mitä tehdään?
Testataan ja katsotaan
kumpi voitti.
kontrolliversio (A) testiversio (B)
+3,6 %
Testin rakenne:
Muutetaan ainoastaan
toimintakehoite (call-to-
action), mitä opitaan?
39

40. A/B testauksessa huomioitavaa
• itsenäiset ja riippuvat muuttujat (minkä vaikutusta
mihin testataan?)
• peräkkäinen (sequential) vai rinnakkainen (split) testi
• tarpeeksi dataa (merkitsevyys)
• hyvä olla hypoteesi (joidenkin mielestä aina)
• tuloksia käytetään hyödyksi jatkokampanjoissa
Haasteet (muk. Arento 2010)
– syklisuus (keston oltava riittävä)
– trendisyys (testauksen on hyvä olla jatkuvaa)
– harhaisuus (testi pitäisi toistaa)
– muista kanavamotivaatio
– analysis paralysis (koita aloittaa RADIKAALEISTA
muutoksista)
40

41. Esimerkki A/B-testauksesta uutiskirjeen
testauksessa
―As a simple example, a company with a customer database of 2000
people decides to create an email campaign with a discount code in
order to generate sales through its website. It creates an email and
then modifies the Call To Action (the part of the copy which
encourages customers to do something - in the case of a sales
campaign, make a purchase).
To 1000 people it sends the email with the Call To Action stating
‗Offer ends this Saturday! Use code A1‘, and to another 1000
people it sends the email with the Call To Action stating ‗Limited
time offer! Use code B1‘. All other elements of the email‘s copy
and layout are identical.
The company then monitors which campaign has the highest
success rate by analysing the use of the promotional codes. The
email using the code A1 has a 5% response rate (50 of the 1000
people emailed used the code to buy a product), and the email using
the code B1 has a 3% response rate (30 of the recipients used the
code to buy a product). The company therefore determines that in
this instance, the first Call To Action is more effective and will
use it in future sales campaigns.‖
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42. Testaamisen tavoite on ymmärtää miksi!
―Marketers should not assume that a popular page
design will be effective for every situation. The problem
with ‗best practices‘ or ‗best designs‘ is that they rarely
work across the board. It is more important to move
beyond understanding the ‗what‘ of page layout, and use
testing to attain the deeper understanding of „why‟.‖
(Marketing Experiments 2010)
voit aina kyseenalaistaa ―lait‖
jotta ymmärtää, mikä asia toimii missä tilanteessa, on
hyvä ymmärtää syy/mekanismi/logiikka; muuten saatat
yllättyä
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43. Yhdenmukaisuuden periaate (principle of
congruence)
―Essentially, this principle states that for a value
proposition to be effectively expressed on a Web page,
each element of that page must either state or
support the value proposition. This means that not
only do headlines and copy need to communicate value,
but images, buttons, navigation, and even the site
functionality must be saying something about the value
of the offer.‖ (Marketing Experiments 2010)
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44. Designin ja konversion tradeoff?
―On the Web there is often a false dichotomy between
aesthetics and optimization. Some marketers desire a
site that ―looks nice‖ but is not necessarily optimized for
conversion. Other marketers care less about design and
just want a ―site that sells.‖ But, as is usually the case
with such marketing tensions, the answer is not one of
competition, but cooperation. Solving this tension is a
matter of assigning priority, and as the following
experiment clearly illustrates, strategy should take
priority over style.‖ (Marketing Experiments 2010)
(muista myös designin ja hakukoneoptimoinnin oletettu
tradeoff)
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45. Tavoitteena kaunis sivu? (Designer’s fallacy)
―Marketers must understand that an aesthetically
appealing page does not necessarily convert better
than an aesthetically unappealing page. Optimization
strategy will almost always trump style when it comes to
visitor response.‖
– toisin sanoen, ruma sivu voi myydä paremmin kuin
―hieno‖; joskus esteettisyyden lisääminen ovi johtaa
konversion alenemiseen
– esim. boo.com, fruugo
―This does not mean that aesthetic design has no place
in optimization. Branding, images and the like can
help conversion when used appropriately, but there
is often a disproportionate emphasis placed on the style
of design.‖ (Correll 2011)
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46. ”Lojaaliusmaksimi” (totta vai tarua?)
―The traditional arguments from non-Internet marketing continue to
hold:
it is almost always much cheaper to retain satisfied customers
and turn them into repeat business than it is to attract a new,
one-time customer.
The first time you do business with somebody, the net result may
well be a loss because of the huge cost of attracting new customers
[…]. Also, the first order is likely small because the customer wants
to test the waters before committing to large deals on an ongoing
basis. Keeping the customer in the fold is cheaper than advertising
for new customers, and repeat orders are likely be progressively
larger. Combine cheaper costs and larger orders and you find that
repeat customers generate most of your profits. This has been
proven again and again in the ‗real world‘ and is almost certainly true
on the Internet as well.‖ (Nielsen 1997)
konversio < retentio? (CVR:n
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ja CLV:n suhde?)

47. Stay tuned!
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