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WEEK 2ASSIGNMENT 4
RETAKE
Lisanne Bosch
Minor Digital Intelligence
CONVERSION
OPTIMAZATION
Quartile 2
,Table of content:
Elaboration of the assignment (maximum of 1000 words)..................................................................... 2
Deskresearch ........................................................................................................................................... 2
Hotjar data analysis ................................................................................................................................. 5
Cialdini points ........................................................................................................................................ 10
Reciprocity ........................................................................................................................................ 10
Social proof ....................................................................................................................................... 11
Scarcity .............................................................................................................................................. 12
An advice (minimum of 150 words) ...................................................................................................... 13
An evaluation (minimum of 250 words)................................................................................................ 13
Complete checklist (for the attachment) .............................................................................................. 14
Sources .................................................................................................................................................. 16
1
, Elaboration of the assignment (maximum of 1000 words)
This week my assignment is funneling. This assignment is worked out step by step in order
to achieve a good result. The document used for this is: Conversion Optimization by Tom
Nalis (Nalis, 2021).
Deskresearch
The first thing to do is desk research to better understand funneling. A funnel, in this case a
marketing funnel, is a consumer-oriented marketing model. It's a funnel-shaped process
that trains people from visitors to converters. They go through the funnel-shaped process so
that a conversion takes place, and thus end up at the bottom of the funnel (Monkeybridge,
2019).
There are many existing funnel models. The best fit for this assignment is a marketing- and
sales funnel. Attached is a widely used marketing funnel model, AIDA (FIZZ Marketing &
Communicatie, n.d.).
Awareness (can also be attention): This is where the consumer's attention must be drawn.
Personal communication has better results here. This can be done by copying exact
keywords from consumers in a google ad (Saini, 2020)
Interest: The consumer must become interested, for example with attractive slogans (Saini,
2020).
Desire: The consumer knows the product and is interested. Now benefits must persuade
consumers to make a purchase (Saini, 2020).
Action: The consumer takes action in this last step, a call-to-action button is a good tool for
this (Saini, 2020).
Because the AIDA model is quite timeless, it can be applied to many processes (Saini, 2020)
(Eelants, n.d.) (FIZZ Marketing & Communicatie, n.d.). This model helps you to fur fill the
customer journey by going through the phases which are explained above.
It can be deduced from the image which resources can be used per phase to achieve the
best possible result. In addition to these resources, there are other tips for achieving the best
possible result by means of marketing and sales funneling, namely:
2
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