Why old ways don’t lead to new goals

GlitzDieterWEB

Interview with the charismatic guru, Dietmar Dahmen.

Dietmar Dahmen is fast. Fast speaking. Fast thinking. It’s necessary in order to be on top of the digital development, which is like a train running faster and faster. We all want to get on that train of progress and development, but it’s so fast and jumping onboard does not seem safe. And that’s exactly Dietmar’s point: You’ll never be a leader in your field without taking risks.

Dietmar: “The companies are playing it safe. They keep doing the same things, but doing the same just does not get you the same results any longer. You have to do new things, think new things. At the minimum companies need to follow the trend, but they are finding it hard to do even that.”

Consumers won’t wait till opening hours

The consumers are embracing the here and now. Dietmar calls it the nowism. They are ultra connected and being online is the norm. However, the nowism clashes with the companies’ way of thinking.

Dietmar: “The companies are not responding as quickly to the development as the consumers. They are acting like off-line is still the norm. They need to act in real time, and they also need to stop thinking about target groups and start thinking about individuals, relevance, ease. The consumer expects to be treated as an individual, not a group and quick is the name of the game.”

We keep doing the same

Why do companies keep doing the same things, when it is pretty obvious that old ways are not leading anywhere good?  Dietmar believes the answer is quite simple.

“We can’t help it. We keep doing the same things, because we are used to it. Today the average TV-viewer is 52 and will probably keep on watching TV because it’s a deep rooted habit. Children, however, are not used to watching TV the same way. They watch Youtube on iPads and are creating completely new ways of doing things.”

Enter the unknown

So the answer is thinking new. Keeping up with the development and finding new ways, but apparently it is far easier said than done. Dietmar agrees.

“Entering into the unknown involves risk. The first 100 people who tried to fly were killed or crashed. It feels a whole lot safer to do what you are used to, but to be a market leader you need to advance. You even need to define new standards and new products. I completely understand that companies are afraid. However, this is how you’ll excite your customers and keep them hanging on.”

Think like Dubai

Dietmar has just been to Dubai. The city is growing and evolving by the minute.

“20 years ago there was nothing but desert. Now there’s a huge city. The people in Dubai believed that they could change the world and they are actually doing it. That’s the attitude I think is lacking in many places.”

Apple just launched the next version of the iconic iPhone. Dietmar is not impressed.

“They gave it new colours. Really! Is the innovation power of Apple evaporating?  That’s dangerous for a company who has become a world leader by defining new products we did not even know we needed.”

DieterWEB

Dietmar Dahmen will speak at Sitecore Digital Trendspot in Copenhagen

Define situations, not products

One way of thinking new is to define situations rather than products, explains Dietmar.

“Kodak and Blockbuster keept improving their products instead of dominating the situation. We need to detach us from the production method. Imagine if a candlestick maker in the 18th century was introduced to the light bulb and then started to think of smarter, cheaper ways of producing candles instead of thinking new. We all know how that would end. Then imagine if the candlestick maker did not care about the production method but instead said, what a brilliant way to create light. I just need a new machine. “

Dietmar admits it is hard to change, to think new. Nevertheless, he sees no alternative if you want success.

“Change makes new winners and new losers. That’s why we are scared. Change management is pain management, but playing it safe, is no longer safe.  Better to try to keep up than to be run over by development. Old ways just don’t lead to new goals”.

Meet Dietmar Dahmen at Sitecore Symposium, Barcelona 2014.

Dietmar will share many more of his interesting points at Sitecore Symposium in Barcelona. If you’re not already signed up, there’s still time. You don’t want to miss this.

Sign up here: http://www.sitecore.net/registersymeu 

 

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Online konverteringsoptimering. Så meget at vinde…

HaningWEB

Hvad er egentlig en god konverteringsrate?  Spørger du den digitale konverteringekspert, Kenta Bibi, er han ikke i tvivl:  “A good conversion rate is ANY conversion rate which is better than your current conversion rate.”

Det er faktisk også min pointe i dette blogindlæg. Alle forbedringer tæller – også de små. For det er med små, kontinuerlige skridt, at vi flytter vores konverteringsrate i den rigtige retning. Forbedringer, som du kan måle på bundlinjen, uanset om du er en NGO, kommune eller en enterprise.

Det burde da give alle, som arbejder med websites og digitalt indehold, blod på tanden, ikke?  Hmmm. Desværre er det ikke billedet, vi ser, når vi spørger de mange deltagere på vores morgenmøder. Nogle få laver brugerundersøgelser og splittester. Mange vil gerne noget mere. Men de fleste gør ingenting. Endnu.

I USA taler alle om konverteringsoptimering

At så få i Danmark har kastet sig helhjertet over konverteringsoptimering står i stærk kontrast til udviklingen i USA. En nylig undersøgelse fra E-marketeer viser eksempelvis, at konverteringsoptimering er den vigtigste prioritering i digital marketing

Men hvad stopper os? Hos Pentia oplever vi, at følgende grunde er stopklodserne for et løbende, metodisk arbejde med optimering af konverteringsraterne.

  1. Manglende ressourcer og tid i hverdagen
  2. Prioritering af andre projekter
  3. Manglende værktøjer og/eller en ikke-fremtidssikret platform
  4. Manglende viden om konverteringsoptimering

 Der er meget at vinde med få ændringer

På vores sidste morgenmøde, som vi holdt samme med LIFTED, satte vi konverteringsoptimering på dagsorden og gennemgik en række interessante cases, hvor selv små ændringer havde medført store gevinster. Eksempelvis havde en omvendt præsentation af mobilpakkerne hos et teleselskab medført en markant forbedring i salgstallene.

Selvfølgelig havde teleselskabet håbet på en forbedring, men de var nu alligevel overrasket over, hvor lidt der kan ændre meget. Metoden var splittesting af forskellige opstillinger, hvilket ikke krævede det store forudgående kendskab udover nysgerrighed og viljen til at arbejde metodisk med konvertering.

Ændring af et enkelt ord medførte stigning på 284%

Et ekstremt eksempel på konverteringsoptimering finder du på Sellinglys blog. Her fortælles det, hvordan et enkelt ord ændrede konverteringsraten med 284 %.

Control: Double your sales in the next 2 weeks.
Variation #1: Double your sales in the next two weeks.

Konverteringsoptimering

Ovenstående er et vildt eksempel og som sagt kan meget mindre gøre det. Så længe du bevæger dig i den rigtige retning.

Samtidig handler konverteringsoptimering om mange forskellige elementer fra mobiltilpasning til platform og content. Det kan virke overvældende, hvis man starter på det hele på en gang. Vi foreslår derfor altid, at man starter der, hvor det giver mest mening. Nogen gange har virksomhederne selv styr på, hvor det er. Andre gange skal de have en hjælpende hånd for at komme i gang.

Uanset hvad, så er det første og vigtigste skridt, at du tager en beslutning om at arbejde målrettet med konverteringsoptimering og så søger noget viden.

God jagt.

HuntingWEB

Bliv inspireret om konverteringsoptimering på vores næste morgenmøde i Aarhus 4. december 2013.   http://www.pentia.dk/Viden/Meetings/Aarhus-Oeg-din-konvertering

Sellinglys blog: http://www.sellingly.com/blog/sales/optimization-with-one-word/

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