E-commerce Berlin Expo - Marketizator - Andra Baragan
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"Qualitative Research in Conversion Optimization" Every Conversion Optimization process has to start with appropriate conversion research. Andra will take you on a trip through qualitative research and show you: • How to apply qualitative research in your optimization plans • How to use behavioral surveys to investigate your audience and create a personalized on-site journey using this data.
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E-commerce Berlin Expo - Marketizator - Andra Baragan
- 3. Hello! I am Andra Baragan Passionate optimizer Head of CRO at Marketizator
- 4. ‘’Nothing important has ever been discovered without proper exploration.
- 5. What we will talk about Qualitative Research How you can apply it to your business Case studies
- 8. 15 minutes
- 9. You will gain clarity to get the most out of those 97%
- 10. CRO
- 11. 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
- 12. Buyer persona Qualitative research Remarketing Convert! Micro conversions Session recordings, etc A/B testing for each relevant segment / page Quantitative research (Analytics, segmentation, trafic analysis, etc) Personalization Wasted traffic Conversion research Surveys
- 13. The power of asking the right questions
- 14. How would you call a doctor that treats your broken bone without an X- Ray?
- 15. Qualitative Research Is one of the best X- rays you can do on your website
- 16. Qualitative Research Find out where it hurts and apply the treatment
- 17. Surveys 1.Find out who your customers are
- 18. Surveys 2. What they want
- 19. Surveys 3. How they feel about your products
- 20. Surveys 4. What is driving their decisions
- 21. Before the visit Purchase intention Reasons to buy Barriers to buy During the visit Real needs Choice reduction Barriers to buy Motivations After the purchase Satisfaction level NPS Customer Feedback When can you do surveys?
- 22. On-site Surveys > Find out why they came to the site > Have they found what they were after? > Which barriers are stopping them?
- 24. What made you abandon the purchase?
- 25. Case Study 1 Marketview Liquor is one of the most recognized companies in the wine and liquor industry from the US, an offline and online shop based in New York.
- 27. Optimization Goal Drive more traffic to the product pages and improve conversion rates
- 29. On-Site Surveys Pain Points Revealed Developed Testing Hypotheses
- 30. Through the help of On-site Surveys A/B Testing Web Personalization
- 31. On-site Surveys
- 33. A/B testing
- 34. A/B testing
- 35. +18,2%Add to cart Rate 99,9%Statistical significance + 39,9%Average Order Value
- 36. Case Study 2 Avon, the world's largest direct seller in the beauty industry, with over $10 billion in annual revenue.
- 38. Avon wanted to increase the performance of the make-up category.
- 39. Step 1: Why this category is not performing so well?
- 40. After deep diving in Google Analytics
- 41. We’ve found out that the main micro conversion for this category was the usage of the “eyes color” filter.
- 42. After running surveys with Marketizator...
- 43. The visitors weren’t sure enough that the products will match their eye colour.
- 44. Step 2: Web Personalization So, we’ve added the help of an expert to get visitors down the funnel
- 45. On-Site Surveys + Web Analytics Anxiety over eye color + eye shadow color Bring in an expert & narrow down choice
- 46. Added an expert through on-site survey
- 47. Added an expert through on-site survey
- 48. Asked their eye color + personalized recommendations
- 49. Asked their eye color + personalized recommendations
- 50. Re-engaged the visitors through on-exit intent overlayers & increase the email list
- 51. We’ve stayed consistent on the cart page by showing info on their eye color
- 52. Web Personaliza tion A/B Testing Through the help of On-site Surveys Web Analytics
- 53. Engagement results +111% more page views +292% more page views +73% more page views
- 54. +43,60%Add to cart Rate 100%Statistical significance! +98,2%Conversion Rate
- 55. Next steps ▣ Extend campaign on other categories ▣ Deliver personalized experiences on remarketing ads
- 56. The magic about conversion rates +6% Monthly incremental increase in conversion rate = 90% More conversions in a year Without paying anything extra for traffic
- 57. Samsung is one of the biggest electronic equipment producers in the world, generates more than $ 300 billion annually from the sale of their products. Case study: https://www.marketizator.com/case-study-samsung
- 58. Deutsche Telekom is one of the world's leading integrated telecommunications companies, with +143 million mobile customers Case study: https://www.marketizator.com/telekom-casestudy
- 59. >8000 websites >3,5 BN visits / month
- 60. Find out why Behavior insight surveys + analytics Test different messages & layouts A/B testing editor Segment the traffic to be relevant Web personalization Marketizator: World’s first integrated CRO platform:
- 61. ‘’ Now it’s your turn.
- 62. ‘’ Let’s explore together at our booth, A12.