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Qualitative research in conversion optimization

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How to use qualitative research in conversion rate optimization

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Qualitative research in conversion optimization

  1. 1. Qualitative Research in Conversion Optimization
  2. 2. Hello! I am Andra Baragan Passionate optimizer Head of CRO at Marketizator
  3. 3. ‘’Nothing important has ever been discovered without proper exploration.
  4. 4. What we will talk about Qualitative Research How you can apply it to your business Case studies
  5. 5. Average Ecommerce Conversion Rate 2-3%
  6. 6. 15 minutes
  7. 7. You will gain clarity to get the most out of those 97%
  8. 8. CRO
  9. 9. 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
  10. 10. 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
  11. 11. The power of asking the right questions
  12. 12. How would you call a doctor that treats your broken bone without an X- Ray?
  13. 13. Qualitative Research Is one of the best X- rays you can do on your website
  14. 14. Qualitative Research Find out where it hurts and apply the treatment
  15. 15. Surveys 1. Find out who your customers are
  16. 16. Surveys 2. What they want
  17. 17. Surveys 3. How they feel about your products
  18. 18. Surveys 4. What is driving their decisions
  19. 19. 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?
  20. 20. On-site Surveys > Find out why they came to the site > Have they found what they were after? > Which barriers are stopping them?
  21. 21. What made you abandon the purchase?
  22. 22. 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.
  23. 23. Optimization Goal Drive more traffic to the product pages and improve conversion rates
  24. 24. On-Site Surveys Pain Points Revealed Developed Testing Hypotheses
  25. 25. Through the help of On-site Surveys A/B Testing Web Personalization
  26. 26. On-site Surveys
  27. 27. Web Persona lization
  28. 28. A/B testing
  29. 29. A/B testing
  30. 30. +18,2% Add to cart Rate 99,9%Statistical significance + 39,9% Average Order Value
  31. 31. Case Study 2 Avon, the world's largest direct seller in the beauty industry, with over $10 billion in annual revenue.
  32. 32. Avon wanted to increase the performance of the make-up category.
  33. 33. Step 1: Why this category is not performing so well?
  34. 34. After deep diving in Google Analytics
  35. 35. We’ve found out that the main micro conversion for this category was the usage of the “eyes color” filter.
  36. 36. After running surveys with Marketizator...
  37. 37. The visitors weren’t sure enough that the products will match their eye colour.
  38. 38. Step 2: Web Personalization So, we’ve added the help of an expert to get visitors down the funnel
  39. 39. On-Site Surveys + Web Analytics Anxiety over eye color + eye shadow color Bring in an expert & narrow down choice
  40. 40. Added an expert through on-site survey
  41. 41. Added an expert through on-site survey
  42. 42. Asked their eye color + personalized recommendations
  43. 43. Asked their eye color + personalized recommendations
  44. 44. Re-engaged the visitors through on-exit intent overlayers & increase the email list
  45. 45. We’ve stayed consistent on the cart page by showing info on their eye color
  46. 46. Web Personaliz ation A/B Testing Through the help of On-site Surveys Web Analytics
  47. 47. Engagement results +111% more page views +292% more page views +73% more page views
  48. 48. +43,60% Add to cart Rate 100% Statistical significance! +98,2% Conversion Rate
  49. 49. Next steps ▣ Extend campaign on other categories ▣ Deliver personalized experiences on remarketing ads
  50. 50. The magic about conversion rates +6% Monthly incremental increase in conversion rate = 90% More conversions in a year Without paying anything extra for traffic
  51. 51. 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
  52. 52. 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
  53. 53. >8000 websites >3,5 BN visits / month
  54. 54. 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:
  55. 55. ‘’ Now it’s your turn.
  56. 56. Thanks! Any questions? andra.baragan@marketizator.com http://www.marketizator.com

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