În Sala Ion Caramitru a Teatrului Național București a avut loc conferința GPeC SUMMIT 22-23 Mai 2023.
De asemenea, au fost oportunități de business în cadrul GPeC Expo, cu principalii furnizori de servicii e-commerce și marketing online.
Mai jos, imagini de la eveniment și notițele mele de la prima zi a evenimentului.
Un album oficial » (va apărea aici)
Notițele mele:
Oana Dumitrescu, Industry Manager Retail & Travel, Google
In today’s digital world, consumers are bombarded with marketing messages from all sides. It can be difficult to stand out from the crowd and get your target audience to take action. This keynote will show you how to decode your customers’ decisions and close the gap between intent and purchase. You’ll learn how to:
- Understand your customers’ search intent
- Ensure brand presence
- Intelligently employ behavioral science principles
- Close the gap between trigger and purchase
By the end of this keynote, you’ll be able to create search ads that are more effective and efficient. You’ll also be able to close the gap between intent and purchase, and get more customers to take action.
De văzut un video cu Oana Dumitrescu filmat de echipa GPeC »
Studiu prezentat, realizat pe Marea Britanie, Franța, Italia: https://g.co/think/messymiddle
Black Friday apare întotdeauna semnificativ în statistici.
Martie 2023 – creștere de 8% YoY.
Termeni care apar în multe categorii: Ieftin (acest termen apare în toate căutările) / Second-hand, folosit (electronice, home and garden) / Împrumuturi / Discount ( folosit în zona de fashion), Inspirație (cărți, food and beverages).
Studiul a făcut 120.000 de experimente de shopping.
Dacă ești un brand nou, e destul de greu să influențezi decizia de achiziție a utilizatorului.
Dificultăți de livrare – eliminate – 9%; contează elementele gratuite; social proof, authority bias.
Dacă faci reclamele bine, poți avea aceleași beneficii ca atunci când oferi un discount de 10%.
În Polonia anul trecut a fost o reducere în zona de retail, pentru fiecare perioadă.
Talia Wolf, Conversion Optimization Specialist | GetUplift – The power of Emotion: The secret to driving more sales and revenue
All the analytics, automation tools, machine learning, and technologies in the world will never help you create high-converting funnels for your shoppers if you fail to leverage the one component that matters more than anything else in marketing: Emotion.
During this session, Talia Wolf will show you how to leverage Emotional Marketing to increase sales, AOV and revenue.
In this talk, you’ll learn:
- How to get into your customers’ heads and hearts and get meaningful insights that impact conversions
- The emotional marketing framework Talia uses to 10X conversions for her clients
- How to optimize your copy and design to convert more customers
See a video with Talia Wolf from GPeC »
The biggest brands in the world have used emotions for decades.
We are overly focused on graphs and numbers. We try to put clients in buckets (segmentation – age, location etc.).
We think people make decisions based on logic, but most likely, it’s based on emotions;
Emotions => Decisions => Conversions => Revenue.
Conversion optimization is not about changing elements on the page; it’s about solving problems.
Emotion-centered copy formula: feature + desired outcome = emotional-centric copy.
Biofeedback technology + you don’t have to think about it, we fix this for you = make your posture the one thing you don’t have to think about with our biofeedback posture trainer.
Steps:
#1 Research is very important for conversions.
You need to know what pain does the customer feel, and what are the emotional triggers that drive their decision-making? What are their hesitations and concerns? How do they feel after finding a solution?
If you take the time to interview 5 customers, you’ll get good insights.
You should keep asking „Why?”.
#2 You should audit your funnel
#3 Add emotions to your copy
It’s not true that people don’t read texts.
#4 Use emotions
You shouldn’t copy your competitors.
The design should have a coherent image.
There is a lot of competition for attention.
If you connect emotionally with your clients and give them a purpose, you will do good.
Panel: Comerțul online românesc în stagnare? Ce își doresc clienții și cum scalezi business-ul e-commerce în contexul actual?
Piața de E-Commerce din România a atins pragul de 6,3 miliarde de euro în 2022, înregistrând o creștere foarte sensibilă de la 6,2 miliarde în 2021. De ce această relativă stagnare? Este acesta pragul maxim la care poate crește comerțul online românesc?
- Cele mai noi cifre ale pieței de e-commerce pentru primele 5 luni ale anului în curs
- Predicțiile curierilor pentru dezvoltarea pieței până la finalul lui 2023
- În ce măsură crește interesul comercianților români pentru extinderea cross-border? Ce provocări și oportunități sunt aici?
- Ce își doresc clienții finali de la magazinele online în privința livrărilor și a retururilor?
- Sustenabilitatea: un buzzword sau o realitate?
… sunt doar câteva din temele dezbătute împreună cu reprezentanții celor mai importante companii de curierat din România.
Invitați la dialog și deschiși întrebărilor din audiență: Cătălin Maftei (Founder C-Solution), Adrian Mihai (CEO FAN Courier), Lucian Baltaru (CEO Sameday), Oana Mandicescu (Chief Sales Officer Cargus)
De văzut un video cu Adrian Mihai filmat de echipa GPeC »
De văzut un video cu Cătălin Maftei filmat de echipa GPeC »
Adrian Mihai – creșterile 2020/2021 au fost o anormalitate, trecerea de la lucrul de la birou la lucrul de acasă. Cred că va fi o creștere, dar nu o explozie.
Oana Mandicescu – 10% creștere la nivel global, dar și în România la Cargus. Avem puțini cumpărăori online, 44% din români, este loc de creștere.
Cătălin Maftei – a fost o creștere a volumelor tranzacționate, dar în special din cauza inflației.
Numărul de tranzacții nu a evoluat semnificativ.
Livrarea de pachetomate – creștere 33% din tranzacții – livrări la pachetomate. (creștere de două cifre)
Travel – un domeniu care crește mult în perioada aceasta.
Aproape 50% femei în boardul de conducere.
Adrian Mihai – există posibilitatea ca așa cum există la fiecare bloc o căsuță poștală, poate fi o cutie de livrare.
Un curier poate livra 100-120 de comenzi indoor, dar la easybox volumul e mult mai mare.
Oana Mandicescu – în zonele rurale, oamenii e posibil să prefere interacțiunea cu un curier.
Diferiți jucători eCommerce pot crește în online, fără a avea costurile de imobiliare din offline.
Lucian Baltaru – piața are o creștere de aproximativ de 10% YoY, dar poate diferi semnificativ până la finalul anului.
Pentru curieri – valoarea pieței de ecommerce supra valoarea comenzii medii.
Există un alt KPI interesant – adopția eCommerce în total retail.
9-10% din total retail non-food.
în alte țări poate ajunge la 25%, non-food.
Adrian Mihai – în acest an, nicio lună nu a fost încadrată în buget.
Zilele libere naționale pot perturba livrările curierilor.
Lucian Baltaru – Rulează periodic un studiu de piață cu Unlock CAUTĂAICI
Easybox a devenit metoda de livrare preferată a consumatorilor.
Este prima oară când Easybox depășește livrarea door-to-door.
Majoritatea pieței dorește livrarea în Easybox sau puncte fixe.
Vor oferi posibilitatea de a vedea pe hartă curierul pentru livrări.
Adrian Mihai – la un moment dat procentul out-of-home delivery poate deveni mai mare ca indoor delivery.
Lucian Baltaru – Din ce în ce mai mulți oameni doresc independența față de curier.
Adrian Mihai – companiile care nu și-au instalat lockere pierd o parte din cumpărători care doresc doar lockere.
Pentru a face crossborder, o companie are nevoie să fie la un nivel de maturitate.
Cred că de acum vom vedea creșterea pe plan internațional, multe companii sunt la prima generație.
Oana Mandicescu – cred că pandemia a dat un impuls internaționalizării.
Lucian Baltaru – o trimitere la lockere are potențialul de a fi cu 90% mai puțin poluată ca livrarea la ușă.
Încearcă să măsoare amprenta de carbon pe care o are consumatorul când comandă la lockere.
Adrian Mihai – contează mai mult decât amprenta de carbon.
Contează cultura organizațională, grija de oameni și orientare spre performanță.
Contează cum îți faci sediul, ce procese ai.
Sustenabilitatea e un ansamblu.
Oana Mandicescu – flotă proprie de mașini hibride.
În toate sediile caută să ia măsuri pentru sustenabilitate.
Lucian Baltaru – un locker are nevoie de o populație de minim 7.000 de oameni în proximitate pentru a fi rentabile.
Els Aerts – User Testing & Usability Evangelist | AGConsult
In this talk, Els will go deep on one of her favourite user research methods: user testing. No other method gives you the same profound understanding of how your customers actually use your website or app. Understanding your users, finding out what makes them tick, is crucial to driving growth.
See a video with Els Aerts from GPeC »
Been doing UX since 2001.
The answer in UX is, „It depends.”
Research is a business tool to help you make better business decisions.
User research – it helps you to create empathy.
It puts you at the same level as your users.
User testing creates empathy.
User testing – one on one.
A focus group is not a user test.
User testing myth #1 – you need a test lab.
Myth #2 Don’t test in the client’s office.
It’s interesting to watch people in the wild using devices.
A more probable scenario is remote moderated user testing.
People are at their own home.
You need participants to turn on the webcam. Facial expressions can be very informative.
Three crucial aspects to getting user testing right:
#1 Recruit the right users
#2 Write a good scenario
#3 Be a kick-ass moderator
People close to you will try to do pleasing – your husband/friends will try to make you happy, and this will change the outcome of the test.
Don’t get too fixated on a precise user profile.
Be mindful of device familiarity.
Recruit for diversity. It is not of problem at all to have a blind person in your testing. On the contrary.
Nielsen – „First rule of usability? Don’t listen to users.”
Not the biggest fan of post-user testing interviews.
Best starting point for your user test scenario? Data!
Don’t make your task too specific.
Tailor your tasks to each user.
You have to have a conversation with the users beforehand, and get to know them.
Switch up the order of your tasks during tasks.
Treat your test scenario like a guide, not a straightjacket.
The moderator is both the biggest strength and weakness in moderated user testing.
Jared Spool: „A good moderator adopts 3 personalities simultaneously: 1. Flight attendant; 2. Sportscaster; 3. Scientist.”
There’s a 4th personality: 4. Switzerland.
3 moderation techniques:1. Echo (when a participant says something, echo that back at them). 2. Boomerang (when you get a question, put the question back to them). 3. Columbo – detective from a TV series (as a moderator, fumbling and mumbling are your best friends).
I learned some things from every user testing series I’ve done.
Eye tracking doesn’t bring that much value.
Analytics is a great source of information; surveys can be a great tool (if you ask the right questions and know what to look at from the responses).
Panel: Ce trebuie să știi pentru a primi investiție în business-ul tău?
Dialog deschis întrebărilor tale despre cum poți atrage investiție în business-ul tău sau cum poți face exit / vinde business-ul:
- Cum îți pregătești afacerea pentru investiție / vânzare?
- Unde găsești potențiali investitori?
- Care sunt metricii la care se uită investitorii?
- Cum se calculează valoarea unei companii?
- Ce este un business angel, un investitor privat, un fond de investiții și care este diferența dintre ei?
- Ce înseamnă seed, pre-seed, rundă de finanțare și alte terminologii specifice?
- Exemple de succes de companii care au crescut în urma investițiilor. Cum au reușit?
… sunt doar câteva din temele de discuție pe care le vom aborda în cadrul panel-ului de Investment la GPeC SUMMIT.
Invitați la dialog și deschiși întrebărilor din audiență: Bogdan Colceriu (CEO Frisbo), Daniel Nicolae (Co-Founder & Managing Partner Innoship), George Moroianu (Co-Founder Flip.ro), Mihai Bocai (CEO Flaminjoy)
Host: Nikola Yanev (Marketing Manager Eleven Ventures)
La ce se uită un investitor, un business angel, când are loc un exit? Ediția ePlan pe tema respectivă a avut un mare număr de vizualizări.
De văzut un video cu Bogdan Colceriu filmat de echipa GPeC »
Nikola Yanev: They have fundraised more than 12M Euros for their businesses.
Our first job: find the most promising businesses to invest in.
Second part: support these businesses to become better.
You will find the basics of investing, getting funds, etc.
Bogdan Colceriu – when you raise, the valuation can be fluid. It’s difficult to get an exact valuation of the company you want to raise. When the startup market changes conditions, we still are a good fit.
Nikola Yanev: VC = Venture Capital; it is a risky way to invest your money.
Bogdan Colceriu: As long as you keep your valuations realistic, your business becomes sustainable. You only know a company is valued correctly at the end (IPO, sale, becomes profitable etc.).It’s very hard to put it back.
Mihai Bocai – We had four rounds of investments in our business. It’s never about money. The transaction takes place whenever the valuation is more than the money on the table. You need to be focusing on the value; it’s much easier to negotiate.
You will hear a lot of NOs, and you need to have the power to go over this.
George Moroianu – Our single investor is eMAG.
Before this, we had other investors. You need to work together with your investors.eMAG has very valuable know-how. We are a 38M € company.It was our first start-up venture.We learn a lot from them. How to better run performance ads? How to manage and grow an organization. We talk with our investors at least once every three days. The best BC investors are also involved in the business.
Daniel Nicolae – we started as four co-founders. We had multiple options on the table to choose from. We continued to work hard and increase the team. We wanted to dream big for the next steps to come. When I started fundraising in 2001, we had a list of 75 investors from the whole region, including venture capital companies from European countries. We had an early-stage exit.
Two ways:1. Look for investors yourself;2. They are coming to you and proposing business; it’s never the best; you are losing something.
You should always consider that you will always lose some things.
As a founder, you need to decide – what you’ll lose, what you’ll gain.
George Moroianu – we were looking for classical VC companies. Romania was most of our business. We did not have enough experience to grow to other countries. Talked to Bogdan Axinia – Manager of eMAG Ventures
Bogdan Colceriu – one of the most important things is to make yourself available to investors.
You need to have some visibility in the VC world.
VC want to invest as groups, to split the risks and get insights from more than one VC.
Private equity – hunt alone.
VCs see thousands of companies each year.
The most important criteria VCs look at: the team, the problem you are solving, how the problem is solved, what is the market potential. You need to make a one-page document about this.
You’ll need to create a persuasive presentation.
Usually, when you raise from VCs, you are against the clock.
If you burn more money, you burn more money from the last round.
It’s a very adrenaline-driven way.
The more investors you speak to, the better the idea of investment gets in your head.
You need to be able to pitch your entire company in 5 minutes.
At a conference or event, you have only one minute to pitch your company.
George Moroianu – Don’t hesitate to ask people to share the list of current investors to pitch.
How to attract an investor if you have a business at the beginning of the road without notable financial results?
Mihai Bocai: You need a story and team.
Bogdan Colceriu: In the beginning is not about the money you get; it’s mostly about the money you’ll raise with the investors.
Daniel Nicolae: The big problem is not the first round; the difficult part is to take the second round of investments. You need to have some clients.
There is always something to lose.
Nikola Yanev: Whenever an investor gives some money to a business, they expect that some years down the road, they have achieved something.
One piece of advice for entrepreneurs?
George Moroianu: Solve a problem that people have. You need to find a pain point that your business solves. This should be at the core of everything you do. Next objective – convince investors to give me money. Getting money is not the objective, but creating a company that’s successful on the long run.
Mihai Bocai: Focus on value; raise money when you don’t need the money.
Bogdan Colceriu: Only surround yourself with A team, tier one company.
Daniel Nicolae: Don’t hesitate to ask other entrepreneurs and investors for help. Get a good lawyer; this is important. Everything is negotiable.
Nancy Harhut, Behavioral Marketing Expert & Author | HBT Marketing – Discover the Brain Science that Drives Buyer Behavior
Every day behavioral scientists uncover new information that confirms people don’t think about what they do. Instead, they conserve mental energy and react automatically – relying on hard-wired decision defaults that influence everything from what they read… to whom they trust… to when they buy!
In fact, science has proven that 95% of purchase decision-making takes place in the subconscious mind.
If you want your marketing messages to persuade people to act now, you need to know how to trigger these automatic actions. And you want proven tactics that are easy to use.
In this example-jammed presentation, you’ll discover 9 specific decision-making shortcuts all humans have, and how you can add them to your marketing messages to improve results instantly. Don’t risk being ignored, overlooked, or forgotten. Gain your competitive advantage by creating marketing that hacks people’s brains.
Key Takeaways:
- Discover how to easily increase engagement and response to emails, ads, and webpages with messaging that triggers automatic, instinctive behavior – including one tactic that makes people four times more likely to buy right away
- Find out how your creative can strategically tap the mental shortcuts customers and prospects use to make their buying decisions – including the magic word that gets people to agree with you before they even finish reading what you wrote
- See numerous examples of in-market creative that demonstrate how to effectively add proven brain science principles to your campaigns to lift ROI – including one campaign that increased purchase intent by 13%.
See a video with Nancy Harhut from GPeC »
We need to serve the message in the right way.
Book: Thinking, Fast and Slow: Kahneman, Daniel: 9780374533557: Amazon.com: Books.
The bray likes to take the easy way out.
Humans, over thousands and thousands of years, have hardwired evolutionary impulses that, at some point, helped keep people alive.
We are the descendants of the people that ran from the dangers.
We need to use what science has proven about human behavior.
It’s not about how we think but how we feel.
Our ancestors – their feelings determined their actions.
We made decisions with emotions, and we made rationalized those decisions.
We need to use the emotional part of our brains in order to make decisions.
Use emotion to connect with customers and prospects.
People are afraid to lose.
People are twice as motivated to avoid the issue of loss instead of focusing on winning.
The benefits are good, but we also need some loss aversion.
Order and pay more tomorrow.
You have no idea what you’ve missed.
Avoiding pain beats achieving a gain.
You need to use a little bit of loss aversion in your marketing.
If something is ours, we feel it’s more valuable.
Endowment effect – once we acquire something, we tend to value that thing even more.
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People are possessive – they don’t want to lose what they have.
It’s not about how we think, but how we feel: emotion, loss aversion, endowment effect.
Our choices are less rational and more reactional.
Having an option makes people more likely to choose.
Autonomy bias – people want some kind of control over the environment.
When you give people choices, they’re 4 times more likely to make a choice.
When you give a single option, people will think they need to analyze if they need to do X or not. If you give two options, they’ll choose what they need to do, between X and Y.
But you are free to make a decision – this will influence your decision.
Choices make people feel in charge.
There are two types of salespeople – you’ll need to know more about each time.
Use labels that trigger the desired behavior.
We respond to the source of information – behavioral science.
See what the experts are saying about Citrix.
Trusted and tested by the US Ski Team.
You need to refer to people that your audience considers to be experts.
We think we know why we do certain things, but our choices are less rational and more reactive.
Autonomy bias, labeling, authority principle – all of these can be used.
We rely on auditory cues – humans rely on auditory cues.
Up to 95% of purchase-decision making are unconscious.
People respond to reasons before we process them.
When you hear the word „because,” you’re already saying yes.
You can buy a product because our dad uses the product uses.
We look at the experience and consider it a good reason.
We’re influenced by what we hear first and familiarity.
The first piece of information we hear, we anchor everything to it.
You should always lead with your most expensive product.
Always lead with your most expensive product.
Lead with your higher prices, and link to lower prices.
Descriptions trigger default decisions.
Framing – the words that you use frame people’s decisions.
The gold floor experience awaits (Airlines).
Get people to see things in a different way.
It’s not about how we think but about how we feel.
Our choices are less rational and more reactive.
We rely on auditory cues.
You should always be truthful.
There is this analysis paralysis – two choices are better than one; same 3, 4, 5; don’t offer more than 5 choices.
If you need more than 5 choices on your offer, use subcategories.
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Karl Gilis, Top 3 Most Influential CRO-Expert in the World | AGConsult – Listen to your users! (And stop doing stupid things)
Karl is optimizing online businesses for over 20 years. And teaching people about UX, user research and conversion optimization. But he’s also getting frustrated: because marketers, designers and developers are making the same mistakes over and over again.
Most websites have the same flaws as 20 years ago, despite all the knowledge we have about UX.
Karl will vent his frustrations. But luckily, he will also share some really hands-on tips and examples on how to improve your business by listening to your users. So you can turn more visitors into customers.
See a video with Karl Gilis from GPeC »
Houston, we have a problem.
Sliders are bad. Always.
As an industry, we have a problem – we are not learning.
When I say „we”, I mean „you.”
Everyone that is involved in websites isn’t learning.
We are reinventing the wheel.
Don’t test stupid things, like buttons.
But we do user research!
Yes, but you’re probably doing it wrong.
Don’t ask Leading questions (do you think it’s good or bad X) / Loaded questions (how would you rate the amazing X) / Questions about the future.
How do most companies ask people? NPA, and focusing on the future.
Ask open questions. A lot of companies tend to ask closed questions.
Bad research => False data => Wrong conclusions and decisions.
Learn the fundamental UX principles:
1. Don’t make me think (Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability (3rd Edition) (Voices That Matter): Krug, Steve: 9780321965516: Amazon.com: Books) – you should read this book;
2. Don’t shout for attention. Give attention. (ads => cry for attention; on the website, give attention)
2.1. Video backgrounds are the new sliders; they’re a distraction.
2.2. Less is more. (but maybe on my website, more is more – not!)
3. Think customer first.
Listen to your customers!
Houston, we have another problem
80% of companies say they’re customer-centric.
Only 8% of their customers agree.
How do you overcome the disconnect between you and your customer?
Why do people buy from you? Why don’t people buy from you? What are their frustrations?
There might be a big difference between what language you and your clients are using.
Take away people’s fears and barriers.
Do your user research by asking the right questions at the right time.
Sell the way people want to buy.
Put your customers at the time of everything.
Heatmaps are a good starting point of where the problems lie.
People don’t want videos, explanation videos are fine, but they should come at the right time.
Booking.com, and AirBNB are good examples of UX.
PS: Also, you can see an interview with Georgi Georgiev by GPeC, on Facebook: see interview »
Pe plan profesional, mă ocup de audituri de site-uri pe partea de SEO și UX (SEO – optimizare pentru motoarele de căutare / UX – uzabilitate – experiența vizitatorilor), și realizez / mă ocup de mentenanță pentru site-uri pe platforma WordPress. Cofondator al lumeaseoppc.ro și al cetd.ro. Blogger pe olivian.ro.
Pe plan personal, caut să cresc, și pentru asta merg la evenimente, fac sport și încerc să trăiesc sănătos, fac voluntariat, citesc.
Detalii despre mine pe profilul de LinkedIn: linkedin.com/in/olivian/