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E-Commerce Final Review

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RAÉntÉ
:
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shopping
Acquisition
Experience
conversion
Moment of Truth
←
Retention
Support
A- 5
Methodoloag
is
an
emotional
experience
Both
on " "
&
OFF""
:
STRATEGY
•
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Audience
-
→
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understanding
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demographic
Aims
segment
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&
goals
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customers
geographic
objectives
for
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area
retail
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challenges & goals
enterprise
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targets lifetime customer Vale tickets &
bringing together audience & aims
Approach
inform choices
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unify efforts guide activities
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,
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-
:
,
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baskets
to :
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,
IMPLEMENTATION
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design &
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activities
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enterprise
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industry standards
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P
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spend
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administrative
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advanced
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what's
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Cx
firms
Govia)
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lifetime value
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advocacy
basnet
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Goi)
( 30%1
123% )
.
frequently
.-
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from shoppers
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sell
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Customer
before
Purchase
transaction
size
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of
things bought
move
on
length
time
waiting
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legal Cpriv Policy) Financial (transactions bookkeeping)
logistics (shipping products managing returns]
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dy planned purchases
impulse
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50%
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basinet
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buyers
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lead
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t livelihood
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rate
interception
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online
than
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getting
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US
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sales
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shopping
of
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time
interested
customer
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visits
& build perceived value
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avg
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logistics
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3
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types
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visitors
of
motivation
perception
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valve
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example (plain recycled GUCCI )
proposition
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,
AGE
Brand
→
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that's
being
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forces
3
cabdriver
he knows
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Process
of
him
take
to
to
the
Ritz
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phones
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different
amazon
that
learns
think
reviewers
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making
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making
menus
things
to
etc
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etc
easier
.
-
.
& faster
entry
each
things
,
better
computers
(prices
morning
youtube
,
-
more
-
.
region
available
the
overpriced
businesses
barriers
:
,
&
phone
technology :
automation :
→
+
share
$
vs
distribution
her
checks
optimization
→
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brand
renovated
Business
-
tells
traveler
the
gillette
•
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Abe ?
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Customer
•
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$230
Product Age :
→
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PRODUCT
→
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$22
$12
BRAND
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focused
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checkout
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•
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=
research
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to
of
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OF
.
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is
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technology
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when
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to
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of
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step
connect
virtually limitless
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productions
shelf
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made
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drives businesses
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to niches
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more
of §É
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long
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by
popularity
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more
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shelf
acquisition :
conversion
uses
hits
to
:
space
access
upset
to
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tail
means :
broad
catalog
related
incremental
items
niche
purchases
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measurements
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position
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of
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plan to
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description
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how
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ex:
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@
advantage ?
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on
earns
innovators
adopters
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majority majority
34%
34%
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16%
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people
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you
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to
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-
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WHY
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you
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.
FORCES
5
COMPETITIVE STRATEGY ?
TO
Rivalry among Existing customers
Bargaining Power of Suppliers
•
•
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•
Threat
•
New
of
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•
Power of
@ differentiation
Porter 's
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①
②
Strategy
is
the
•
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of
of
ex :
lower
=
more
→
ex :
higher product
costs
•
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Carefully
→
→
→
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in
.
vs
dominance
maintaining profitability
differentiation
•
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positive sum game
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sustainable comp
maintain
•
competitive
advantage
of
considered
in
competing
involving
,
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set of
activities
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a
→
narrow
market
choose
what
not
to do
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required
=
higher pricing
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fit
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among
a
company 's
activities
customers
many
strategy
:
deepens strategic position
extend
company's
deciding
.
advantage
valuable position
customers
volume
creating
serving few needs
comp
activities
→
•
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sustaining
many customers
competitive
involves
to
unique &
many
of
prices
services
or
positioning relative to
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trade-offs
requires
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creation
the needs
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Products
the
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of
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kE→s:
which
uniqueness
target
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while
of
strengthening
customers
to
fit among activities
serve
SALE
EVERY
How
make
•
You
Do
Buy
purchase
a
STORY
A
IS
that
worth
→
affects
→
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pursue
generate
,
PERCIEVED VALUE
•
→
right
&
nature
greater willingness
'
intended
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,
to
try
to
a
mind for
for
in
brand
affects
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of
eye
off
pays
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consumer
a
it
higher
create
lies
of values
in
percieved
value
beholder
stronger
sustained
customer
revenue
advocacy
customer
can
improve
→
can
establish
form
that
elements
→
loyalty
growth
more
than
discipline
around
development
product
,
their
core
valve in :
improving
pricing
,
valve
segmentation
customer
¥
Decision
Problem
PROCESSES
to
A
PURCHASE CONVERSION
Alternative Evaluation
FUNNEL
purchase Decision
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search
Recognition
Information Search
Post
Simplify
Choices
to
evaluate choices
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Purchase Behaviour
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choice
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moment
of
truth
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s
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gets
visitors
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(
here
purchases
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optimal
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size
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start
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in
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valve
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perceived
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price
combinations
any
visit
.
/ service has
product
a
marketing strategies
amount
a
lead
a
:
:
the
→
-
CONVERSION
→
basket
sales
leads
,
social
shoring
,
etc
.
-
good
,
then
,
APPROACH
Purchase
•
-
-
purchase
is
product
sees
outside
normal
always
emotional
z
application for
visualizes
,
purchase behaviour
it
,
,
emotional
appeal
decides they need
it
reminder ?
→
product
based
=
value
advertisement
→
→
(normally
reminder
a
but
.
not
)
purchased
on
list
on
/ product specials
price
influences :
appeal
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upon
purchases ?
with
fit
this
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based
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buys
does
How
made
purchase
planned
-
strategy
suggestion :
→
-
→
is
pure :
→
-
& motivation
to purchase
decision
actual
→
-
Strategist
→
Impulse Purchases
•
•
Threshold
people require information
-
•
(conversion)
presentation
mood
=
proposition
positioning
=
packaging & merchandising
customer
=
emotions
@
moment
Impulse Purchases
Mental Accounting
:
-
→
budgeting
•
Consumers
mental
amount
segregate
accounts
budgeted
.
&
different
People
amount
people
•
from
ex :
evaluate
stereo
car
Reasons to Purchase :
example
→
cash
of
decisions
different
into
on
total
in mental accounts
expenditures
point ( current
reference
neutral
a
consumption
remaining
&
income
& uses
sources
base
prospect theory ?
→
-
?
with /without
as
gains
wealth
&
losses
/ target
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amount
car
①
more
→
→
compromise
asymmetric
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popcorn
:
choices
:
dominance :
$3S
,
male
choices
decoy
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t.my
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,
mates
rather
than
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effect
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more
large
people buy
have
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value
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date item
to
buy
APPROACH
-
:
long Tail
•
-
power
Other
•
curves
&
niches
-
Strategy -3
→
up
-
Selling
Approaches
building perception
-
value
of
'
'
w/
product
✗
exclusivity
-
urgency
-
→
pricing
A#s
availability
,
-
-
etc
.
→
etc
.
,
.
-
,
implementation
free shipping
ratings Crevievslrecomncndalons
product
,
Advice :
fast checkout
→
fast
→
payment
→
seasonality
.
Forrester 's
•
for
help line
site
-
,
:
Best practices
•
,
→
retailers
ensures
Tash flow (fast
easy
checkout
process)
payment methods)
simplicity (auto fill
Fulfillment options (free shipping
methods timing place
,
Assessments :(conversion
more
,
-
-
conversion rate
lead
Use
gen
.
•
Audience
•
Aims
•
•
:
Approaches:
to
EFFECT
define
specific
:
basinet
conversion
benchmark
COMBINED
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,
from
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ete
( Ain)
metrics
/ticket
size
,
page
views
& time
rate
against
compare
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who's
targets
Conversion
ready
for
to
specific
mechanics
,
buy
&
rude
they're in
metrics
impulse purchases
Actions
specific tactics (Forrester)
Assessment :
Compare metrics to benchmarks
:
,
metrics)
Deriving Actionable Insights
-
deal
close
,
•
attributes
,
longtail
.
)
CONVERSION Mechanics :
Purchase
Baseline
•
-
-
initial
chance visitor will
affected by product
Visit
•
Effect
impact of visit
Purchase Effect
-
•
-
•
Probability
previous
purchase
& shipping
on
costs
any
given
/ previous
visit
experiences
towards purchase
purchase experience
Purchase Threshold
-
-
-
resistance
when
resets
to
a
purchase
combined effects > purchase threshold
after
purchase
I purchase
happens
( EXPERIENCE)
RBE :
EXPERIENCE ?
Get
•
Strategic
•
growth
•
-
7
-
customer
Ace
what
to
experience
,
cos
conversion
advantage
our
RBE elements
,
showing down
are
acquisition
:
do
& engagement
F
visit
→
retention
after
it
,
in
mistakes
mates
site
retention &
,
frequency
,
brands
attractive
an
satisfaction
& purchases
recommendations
experience
easy to
shop
-
comp
a
.
ooh
know
we
research
,
about
'
user
our
goals
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,
audience
potential
conversion
,
user
experiences
,
competitor
websites
personas
understand
-
name
→
age
,
-
demographics
customer
understand
-
,
occupation
customer
does
location
browsing
visitor
shopper
traditional
want ?
→
what
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what does
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what
is
goals
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education , ete
what
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positive
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visit
frequency
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purchase
from people
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rate
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effect experiences
& length
of
.
-
.
:
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& post
purchase
conversion funnel in
AIM:
•
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(experience)
market
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acquisition
brand confidence
people
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from
investment
them to
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of valve
perception
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use
we
shoppers
online
switch
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can
how
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possible
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long
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new
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Why
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of
stay
Question :
Competitive
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to
visitors
visits
our
site ?
segment
AKAN
how
•
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experience
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to
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purchasing
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users
our
goals ?
their
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can
now
we
then ?
achieve
experiences
content
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→
site content
Online
→
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,
visual
guides
merchandising
shopping
→
-
product content &
more
→
,
information
product
reviews
,
that
/
→
inventory
→
real estate
→
user
Nf
service
inventory
-
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,
etc
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generation
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to
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users
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based
optimization
navigation
(experience /product)
Pagett
(Product
Tools
multichannel
User
,
closely
based
:
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to 's
social media
optimization
turn
centric
-
Merchandising
-
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( experience
-
,
services
of
group
,
how
Examples
personalization
detail
images
& technologies
tools
about
→
•
goals ?
navigation
+
are
desirable
OUR
accomplish
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customer
goals
User
-
best
ensure
→
to
customers
stupidly
it
provide
→
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get
we
Cheep
kiss
-
:
personalization
,
integration
turn /real
,
•
ease of
most
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detail
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estate
important
prod
item on
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optimization
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.
page is
BUY
Now
&
different
cross
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The
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moving
Fold
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F- Pattern
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upsetting :
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views
product
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customer
bottom
:
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the
useful
bottom
total basnet
towards
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importance
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w/ related items
expensive alternative
more
typically ignored
content
size
window
conciseness
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prominent 4
important
in
delivery
content
pages shorter
=
of text
F pattern
"
ASSESSMENTS ?
•
experience
-
-
-
Conversion
time
on
metrics
rate
site
,
abandonment
@ retention
rate
,
,
,
:
repeat visitors
ang page
.
bounce
views
rate
satisfaction
,
,
/ visitor
etc
.
-
lifetime value
MARKETING
FuNDAMENtAL
the
•
"
•
oldest
second
the
profession
between
war
created
Competitors
bringing buyers &
•
,
sellers
'
immediately
after
the
1st
'
together
SEAR.CH#-s
:
anything
•
that
↳ wasted
mistaken
↳
hassle
time
,
purchases
finding
way of
in the
gets
wrong
-
,
,
turns
,
what
confusion
for something
too much
paying
want
you
ms:
incurred
Costs
•
by
different supplier
→
a
)
buyer (seller
he / she
when
,
can be
↳
can
w/
contract
,
substantial
be
to
a
(distributor)
identifying investigating & negotiating
of
the risk
quality problems
La
switches
new
supplier
(distributor)
(differentiated luniqve product)
( commodity)
small /nonexistent
ACQUISITIONS
AuD1tNCt?_
who
•
why
-
they
AIMS
•
do
→
,
how
where are
do
they
they
,
,
want it
,
it
solves
a
problem
can
engaged
to be
want
problems
what
they buy things ?
need it
new
Marveling
→
them
,
,
has
a
perceived
/
benifit valve
:
acquire
-
customers
our
solve for
we
•
are
customers
&
retain
&
maximize
value
of
aims :
acquisition
retention
:
:
reducing
search
costs
increasing switching
for
costs
customers
for
customers
each customer
,
Hade :
•
Reducing
Usp
-
-
mate
unique
& Strong
to
,
Point
sustain
cvstomefg
-
competitive
how
does
what
makes
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pull
cost
→
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GODIN : PURPLE
idea
product
it
•
diffusion
otaku
→
•
be
unique
exclusivity ?
→
Cow
differ from
for
competition ?
customers ?
added Vale ?
-
:
people who spread
ideas
'
'
advantage
customers
new
•
proposition
to
&
costs
Unique Selling
→
SETH
search
'
they
strategy
care
the
remarkable , not
→
market
to
most
'
very good
'
innovators
win
& early adopters
ACQUISITION
FUNDAMENTALS :
METIC :
•
Impressions
-
regardless
•
•
Reach :
Frequency
-
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