Ricardo Tayar - The Inbounder Global Conference 2018

1. IT´S A LONG WAY TO THE TOP
IF YOU WANNA
ROCK´N´ROLL: DRIVERS AND
HOW CONVERSION WORKS.
RICARDO TAYAR
@rtayar

2. #theinbounder
EVERY DIGITAL
BUSINESS IS
FOCUSED ON
CONVERSION…
THEY SAID.
ALL OF THEM
WANT SOMETHING
LIKE THIS…

3. #theinbounder
CRO Project in e-commerce Android App

4. #theinbounder
IT´S A LONG WAY TO THE TOP IF YOU WANNA
CONVERT

5. #theinbounder
IN A WORLD FULL
OF METRICS WE
DON´T WANT TO
SPEND TIME IN
REALLY
UNDERSTANDING
PEOPLE.

6. #theinbounder
DATA IS JUST THE
FIRST STEP. THE
REAL INSIGHTS
ARE THE
INFORMATION.
DATA + CONTEXT =
INFORMATION.

7. #theinbounder
INFORMATION AND
UNDERSTANDING
LEAD TO
CONVERSION.

8. #theinbounder
WE REALLY NEED
TO KNOW WHAT
ARE THE
MOTIVATIONS AND
REAL REASON FOR
USING OUR
WEBSITE / APP. WE
MUST
UNDERSTAND
WHAT LIES BEHIND

9. #theinbounder
MANY TIMES WE THINK WE ARE
WORKING IN A SOLID AND STABLE
DIGITAL PRODUCT, WITHOUT
PROBLEMS. ARE WE SURE?.

10. #theinbounder
TAKE A LOOK AT THIS. USER
TESTING TO IDENTIFY POTENTIAL
PROBLEMS IN A FASHION RETAIL E-
COMMERCE APP. TWO DIFFERENT
USERS.

11. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

12. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

13. #theinbounder
FIRST STEP IN
CONVERSION: BE
SURE THAT THE
BASICS ARE
SOLVED, THAT YOU
HAVE A SOLID
PRODUCT /
INTERFACE.

14. #theinbounder
YOU REALLY NEED TO KNOW WICH
ARE THE FEARS, UNCERTAINTIES
AND DOUBTS THAT EACH USER
FEELS IN HIS RELATION WITH THE
PRODUCT / SERVICE YOU ARE
TRYING TO SELL ONLINE

15. #theinbounder
WE ALL HAVE SOMETHING TO FEAR…

16. #theinbounder
LOT OF THINGS TO FEAR…

17. #theinbounder
WE ALL NEED
LOVE, CARE, HUGS
AND UNICORNS.
DIGITAL BUSINESS
TOO. TAKE CARE
OF YOUR USERS

18. #theinbounder
YOU NEED A CRO FRAMEWORK TO FIND THE
INSIGHTS AND MANAGE CONVERSIONS

19. #theinbounder
Monster Magnet
presents 3 main
Fears /
Uncertainties /
Doubts in online
banking:
1. Understanding
2. Trust
3. Ease of use

20. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

21. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT
SUS (System Usability Scale) score in online banking website. Before & after redesigning interactions.

22. #theinbounder
Soundgarden
presents 3 main
Fears /
Uncertainties /
Doubts in fashion
online retail:
1. Size
2. Price &
Shipment
3. Return Policy

23. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

24. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

25. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

26. #theinbounder

27. #theinbounder

28. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

29. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT
Online fashion retail. Conversion rate (purchase) after testing two alternative ways of managing size
selection in products.

30. #theinbounder
Motörhead presents
3 main
Fears /
Uncertainties /
Doubts in online
insurance:
1. Offer vs Needs
2. Data input
3. Service
expectative

31. #theinbounder

32. #theinbounder

33. #theinbounder

34. #theinbounder
Insurance online lead completion rate.

35. #theinbounder
THERE ARE NO IDENTICAL CRO
PROJECT. IN EACH PROJECT AND
DIGITAL BUSINESS YOU MUST USE
YOUR DATA IN THE CONTEXT OF
YOUR USERS. THIS IS THE
CONVERSION KEY

36. #theinbounder
THIS IS THE FLAT 101 CONVERSION
FRAMEWORK. THE ONE WE USE IN
OUR CRO PROJECTS. USE IT
WISELY.

37. #theinbounder
DOWNLOAD IT HERE: http://bit.ly/cro101-
inbounder

38. THANK YOU!
RICARDO TAYAR
@rtayar