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Influencing the online c onsume r’s behavior: THE WEB EXPERIENCE
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Influencing the Online Consumer’s Behavior: The Web Experience

Aug 23, 2014

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Chris Reighley

Chris Reighley presentation at MarketLive Summit 2014 March 24-26, 2014 at the Ritz Carlton in Half Moon Bay, California.

Influencing the Online Consumer’s
Behavior: The Web Experience

http://www.marketlive.com/summit2014/
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Page 1: Influencing the Online Consumer’s Behavior: The Web Experience

Influencing the online consumer’s behavior:

THE WEB EXPERIENCE

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Introduction

@chrisreighleyChris [email protected]

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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

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Consumer Decision (BEHAVIORAL) Process

Problem Identification

Information Search

Alternative Evaluation

Purchase Decision

Post-Purchase Behavior

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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

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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

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Example Application

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Why Does it Matter…..

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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?

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Questions?

@chrisreighleyChris [email protected]

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Influencing the online consumer’s behavior:

THE WEB EXPERIENCE