Date post: | 23-Aug-2014 |
Category: |
Presentations & Public Speaking |
Upload: | chris-reighley |
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Influencing the online consumer’s behavior:
THE WEB EXPERIENCE
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What are we doing today?
Trying to understand:
What is EXPERIENCE
What is BEHAVIOR
How do we INFLUENCE consumer BEHAVIOR during the web EXPERIENCE
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2,000+Estimated number of times the online activity of the average Internet user is tracked every
day.
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$27.61Estimated annual value to Facebook of a very active U.S. female user’s data.
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700 millionApproximate number of adult
consumers in the global database of Acxiom Corp. a
leading data broker
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3,000+Number of shopping
tendencies Acxiom says it can measure for nearly every U.S.
household.
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What is “EXPERIENCE”
ex·pe·ri·ence[ik-speer-ee-uhns]
noun
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a particular instance of personally encountering or undergoing something:My encounter with the bear in the woods was a frightening experience.
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the process or fact of personally observing, encountering, or undergoing something:
business experience
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the observing, encountering, or undergoing of things generally as they occur in the course of time: to learn from experience:
the range of human experience
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knowledge or practical wisdom gained from what one has observed, encountered, or undergone:
a man of experience.
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Philosophy . the totality of the cognitions given by perception:
all that is perceived,understood, and remembered.
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What is “BEHAVIOR”
be·hav·ior[bih-heyv-yer]
noun
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manner of behaving or acting
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Psychology, Animal Behavior .A. observable activity in a
human or animal.B. the aggregate of responses
to internal and external stimuli.
C. a stereotyped, species-specific activity, as a courtship dance or startle reflex.
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Often, behaviors. a behavior pattern.
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Behavior Experience
Consumer Decision (BEHAVIORAL) Process
Problem Identification
Information Search
Alternative Evaluation
Purchase Decision
Post-Purchase Behavior
Consumer Behavior – Digital Channel
Problem Identification• BRANDING• MASS MEDIA
Information Search• SEO• PPC• CONTENT• AFFILIATE
MARKETING
Alternative Evaluation• CSE• MARKET PLACES
Purchase Decision• WEB
EXPERIENCE
Post-Purchase Behavior• EMAIL• RETARGETING
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The Customer’s Journey
Personal and Environmental FactorsUNCONTROLLABLE FACTORSDemographics, personality, cultural, sociological, economical, legal, environmental, etc.
Marketing StimuliMarketing Mix
Buyer’s Decision ProcessProblem Identification, Information Search, Alternative Evaluation, Purchasing Decision, Post-Purchase Behavior
Web ExperienceCONTROLLABLE FACTORSFunctional Factors, Psychological factors, Content factors
Buyer’s Decision Product choice, Brand Choice, Dealer choice, Purchase timing
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What is the Web Experience?
Functional Factors Psychological Factors
Content Factors
Usability Interactive Trust Aesthetics Marketing Mix
• Convenience• Site Navigation• IA• Checkout Flow• Search /
Findability• Site Speed
• Customer Service• Interactive• Customization• Network Effect
• Transaction Security• Customer data misuse• Customer data safety• Uncertainty reduction
elements• Guarantees / Return
Policy
• Design• Presentation
quality• Design
elements• Style /
atmosphere
• Communication• Product• Fulfillment• Price• Promotion
EXAMPLE:How my behavior was influenced when I bought a smoker
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The Customer’s Journey
Personal and Environmental FactorsUNCONTROLLABLE FACTORSDemographics, personality, cultural, sociological, economical, legal, environmental, etc.
Marketing StimuliMarketing Mix
Buyer’s Decision ProcessProblem Identification, Information Search, Alternative Evaluation, Purchasing Decision, Post-Purchase Behavior
Web ExperienceCONTROLLABLE FACTORSFunctional Factors, Psychological factors, Content factors
Buyer’s Decision Product choice, Brand Choice, Dealer choice, Purchase timing
Example Application
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Why Does it Matter…..
BEHAVIOR: Information Search
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BEHAVIOR: Alternative Evaluation
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EXPERIENCE: Usability
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EXPERIENCE: Usability
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EXPERIENCE: Content
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EXPERIENCE: Content
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EXPERIENCE: Trust
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Action Questions:
Are you measuring your Marketing Mix by where a customer is in the Decision Making Process?
When you look at your website, how are you prioritizing the Web Experience?
How are your Influencing the Decision Process with your Web Experience?
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What To Do?
Organize your marketing mix by the Buy Decision Making Process.– Are you SOLVING the customers problem when
the come in by that digital channel?
Look at your web site from a Customers View Point?– Are your Functional, Psychological and Content
Factors SOLVING the customers problem?
Influencing the online consumer’s behavior:
THE WEB EXPERIENCE