The hidden power of micro-conversions

1. How your funnel actually looks

2. Choice reduction - why is it vital

3. Real case-studies

E-commerce conversion rate is 0,5% - 2%

Best case scenario,1 out of 50 visitors are buying

How do we perceive it

How it actually is

http://www.youtube.com/watch?v=y97rBdSYbkg

The micro-conversions

Get to the product page

Subscribe to the newsletter

Add products to the cart

Finish the order

Come back and buy again

Tell everyone about your shop

CTR on search, category, product

Subscription rate

Add to cart rate

Abandonment rate LTV, Retention rate

Net Promoter Score

The most important micro-conversionsFor an eCommerce website

Product view rate Add to cart rate

Search rate Filter usage rate

E-mail subscription rate

Contact / About us page

WHAT CAN YOU REALLY DOTO IMPROVE YOUR MICRO-

CONVERSIONS?

Buyer persona

Qualitative research

Remarketing

Convert!

Micro conversions

Surveys

Session recordings, etc

A/B testing for each relevant segment / page

Quantitative research(Analytics, segmentation,

traffic analysis, etc)

Personalization

Wasted traffic

Conversion research

1. Proper Research

Nothing important has ever been discovered without proper exploration.

How would you call a doctor that treats your broken bone without an X-Ray?

Qualitative research

Is one of the best X-rays you can do on your website

Before the visit

Purchase intentionReasons to buyBarriers to buy

During the visit

Buyer personaReal needsChoice reductionBarriers to buyMotivations

After the purchase

Net Promoter ScoreSatisfaction levelCustomer Feedback

When can you find out with surveys?

What can you find out very fast with the help of on site surveys

> How many visitors are finding what they are looking for on your

website?

> Which are the most important barriers that are stopping visitors from

buying?

> What would convince them to complete the purchase?

Quantitative research

Gain insights about the desired micro conversions

Visitors which are using the site search in e-commerce websites are 5 times more likely to convert, than those visitors who do not use the site search function.

Because

We can

In order to...

Searchers are converting 5x better than non-searchers & the site search rate in 12%

Do A/B testing in order to improve the search bar visibility & copy

Increase to improve the internal search rate that will lead to a better conversion rate

2. A/B Testing

2. A/B testing Copy & re-design landing pages, product pages, category pages, cart pages

Elements to do A/B testing on the

Homepage

> Menu> Call 2 action> Position of the elements> Search bar> Existence/position/dimension of the slider> First line of products / offers> UVP

Elements to do A/B testing on the

Category page

> Product listing> Filters bar> Sorting bar> Search bar> Call 2 actions> Colours> UVP for each category> Price / discounts

Elements to do A/B testing on the

Product page

> Return policy> Image> Position of elements> Call 2 action > Colours> Reviews locations and copy> Price / discount> Copy

What to test on the

Cart page

> UVP> Testimonials or not> Return Policy> Menu or not> Back button or not> Images of the product> Guest buying option / not> Visual hierarchy

3. Web personalizationBecome relevant, reduce choices and re-engage the visitors

Why is Choice Reduction

CRUCIAL?

VS

Result:Consumers initially exposed to limited choices proved considerably more likely to purchase the product than consumers who had initially encountered a much larger set of options.

30%

conversion rate 3%

conversion rate

Source: Barry SchwartzDetails: http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice

Avon wanted to increase the performance of make-up

category.

Step 1: Research

Why this category is not performing so well?

After deep diving in Google Analytics + surveys with

Marketizator...

We’ve found out that the main micro conversion for this category was the

usage of the “eyes color” filter.

And that the visitors weren’t sure enough that the products will

match their eye colours.

Step 2: Web Personalization

So, they’ve added the help of an expert to get visitors down on the funnel

They have re-engaged the visitors on exit-intent to increase the

number of respondents

They’ve stayed consistent on the cart page by showing their eyes

colour.

Why are they saying you can't trust people with green eyes?

Engagement results

+292% more page views

+111% more page views

+73% more page views

+43,60%Add to cart Rate

100%Statistical significance

+98,2% Conversion Rate

On-Site Surveys + Web Analytics

Anxiety over eye color + eye shadow color

Bring in an expert & narrow down choice

Overall results:

+20% more conversions

Next steps:

> extend the project to other categories> do personalized remarketing based on this data

Samsung Poland wanted to introduce Samsung Galaxy S6 on their e-commerce website

So, they’ve placed an exit-intent overlayer instead of

letting visitors fly away without noticing it.

+26% revenue Find more: https://www.marketizator.com/case-study-samsung

MVL had a high cartabandonment rate.

After the research, one of the main issues was that the new

visitors were unsure about what wine to chose

So, they’ve placed an exit-intent overlayer instead of

letting visitors fly away without buying

+60% AOVFind more here: http://bit.ly/1SjwHBa

The magic about conversion rate

+6%Monthly incremental increase in

conversion rate

=90%

More conversions in a yearWithout paying anything extra for traffic

+ + +

Samsung. You know them :)

Livraria Cultura is one of the largest e-commerce websites in Brazil, a chain of bookstores founded in 1948

Avon, the world's largest direct seller in the beauty industry, with over $10 billion in annual revenue.

Deutsche Telekom is one of the world's leading integrated telecommunications companies, with some 143 million mobile customers

>9000 websites >3,5 BN visits / month

Thank You &let’s meet at Online Marketplace today

or tomorrow!

Thank you!

You have 2 more things in your to-do list:

Thank You &let’s meet at Online Marketplace today

or tomorrow!

1.

Get the low hanging fruits you’ve found about in this presentation and the other ones from this conference.

Thank You &let’s meet at Online Marketplace today

or tomorrow!

2.

Go to www.marketizator.com and use ECOMMDAY to get 6 months off for the 50k visitors plan (worth $900)