User identification and how to get more users to register and login in your website. Presentation for Conversion World

1. Registration and Login
Optimisation
User Identification and how to get more users to login
@xavier_colomes

2. Conversion Garden
- Growing strong -

4. THE PROBLEM

5. 4 Out Of 5 Consumers Declare Brands
Don’t Know Them As An Individual
According to IBM and Econsultancy Study your users are
tired of your mass marketing no sense
“I received an email for
grand prom dresses when I
graduated 5 years ago from
high school”
We are late… again
http://www-03.ibm.com/press/us/en/pressrelease/46454.wss
http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-

6. http://www-03.ibm.com/press/us/en/pressrelease/46454.wss

8. You
know
nothing
John
Snow

9. To be treated as an individual looks like this

10. THE STRATEGY

11. User Identification
i s t h e f i r s t s t e p

12. 1 IDENTIFY 2 RECOGNISE 3 OPTIMISE
LOGIN MATCH IN CRM / DB OUTPUT
WEB
APP
EMAIL
SOCIAL
OTHER
PERSONALISE
SPECIAL OFFER
UNIQUE CODE
SOCIAL CRM
COMBINE
ANALYSE
SEGMENT
RETARGETING

13. http://rdjpn.deviantart.com/art/Yin-Yang-212660671
WHATIFONLY
OF USERS
20%
L O G I N ?
THAT’S OK!
(HALF OF YOUR
TRAFFIC IS
CRAP ANYWAY)

15. THE USER JOURNEY
IN A MULTI DEVICE WORLD

16. Business happens here
Not here
http://i.huffpost.com/gen/1674981/thumbs/o-IPHONE-SUBWAY-facebook.jpg

17. NO NOPE NO!
Myth #1: Just one Journey

18. PROBLEM
AWARENESS
SOLUTION
SEARCH
PURCHASE
POST-PURCHASE
EVALUATION
ALTERNATIVE
EVALUATION
1
2
3
4
5
6
SHOP
JEAN
THOMPSON

20. THE TACTICS

21. How to get
more users
to
Register
and Login
http://janrain.com/blog/keys-leveraging-social-identity-new-research-report-altimeter-group/

22. http://upload.wikimedia.org/wikipedia/commons/a/ab/Max_Havelaar_Bananen.jpg
PPI* vs PII
(Personally
Provided
Information)*

23. PERSONALISATION EXPERIENCE AS VALUE
COLABORATION RECOGNITION AS VALUE
MANIPULATION SAVING AS VALUE
ITS THE VALUE, STUPID

24. 1 PersonalisatioN
http://data3.whicdn.com/images/63384834/original.jpg

26. PERSONALIZATION
EXAMPLES

34. 2 RecognitioN
https://farm9.staticflickr.com/8460/7968954274_a171fbf6ed_o.jpg

36. From @natzir9

40. 3 ManipulatioN
“There are only two ways to get people to
act: manipulate them or inspire them.
Both are effective strategies, but only one is
capable of generating a sale AND a lifetime
of loyalty”
http://blog.startwithwhy.com/refocus/2007/02/manipulation_vs.html

47. EXTRA TIP:
FOGG’S BEHAVIOURAL MODEL

48. Trigger
Motivation
Ability
https://vimeo.com/124599681
http://www.bjfogg.com/
BJ Fogg
Behavioural
Model

49. Trigger

50. Ability
Motivation

56. RECAP
1. We are late on Personalisation
2. Multi Device journeys make our job very
complex
3. User Identification is the first step
4. We need to give value in exchange of
info

57. Conversion Garden
- Growing Conversions -
Thank you!
@xavier_colomes