Why analyzing and optimizing micro conversions is vital to increase the conversion rate for an eCommerce

1. The hidden power of
micro-conversions

2. 1. How your funnel actually looks
2. Choice reduction - why is it vital
3. Real case-studies

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

7. Best case scenario,
1 out of 50 visitors are buying

9. The objective
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 us

10. CTR on search,
category, product
Subscription rate
Add to cart rate
Abandonment rate
LTV, RPR, DBT
Net Promoter Score

11. The most important micro-conversions
Product view rate Add to cart rate
Search rate Filter usage rate
E-mail subscription
rate
Contact /
About us page

12. WHAT CAN YOU REALLY DO
TO IMPROVE YOUR MICRO-
CONVERSIONS?

13. 1. Proper research
Find how well perceived your products are through behaviour insights
surveys

14. Surveys to run asap on
your e-commerce website
> 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?

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

16. 3. Web personalization
Reduce choices and re-engage visitors with the power of on-exit intent
overlayers

17. Why is Choice Reduction
VITAL?

18. VS

19. 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

20. Source: Barry Schwartz
Details: http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice

22. Avon wanted to increase
the performance of make-
up category.

23. Step 1:
Why this category is not
performing so well?

24. After deep diving in Google
Analytics + surveys with
Omniconvert...

25. We’ve found out that the main micro
conversion for this category was the
usage of the “eyes color” filter.

26. And that the visitors weren’t
sure enough that the products will
match their eye colours.

27. Step 2: Web Personalization
So, we’ve added the help of an
expert to get visitors down on
the funnel

30. We have re-engaged the visitors
on exit-intent to increase the
number of respondents

32. We’ve stayed consistent on the
cart page by showing their eyes
colour.

34. +9,600% Conversion rate
111 X more conversionsGreen eyes
Brown eyes
+25400% Conversion rate
292X more conversions
Blue eyes
+3100% Conversion rate
73X more conversions

35. Overall results:
+20% more conversions

36. Next steps:
> extend the project to other
categories
> do personalized remarketing
based on this data

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

39. So, they’ve placed an exit-
intent overlayer instead of
letting visitors fly away
without noticing it.

41. +26% revenue
Find more: https://www.marketizator.com/case-study-samsung

43. MVL had 80% cart
abandonment rate.

44. So, they’ve placed an exit-
intent overlayer instead of
letting visitors fly away
without buying

46. +60% AOV
Find more here: http://bit.ly/1SjwHBa

47. The magic about
conversion rate

48. +6%
incremental increase in conversion rate
=
72%
more conversions in an year
without paying anything extra for traffic

49. Samsung. You know them :)

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

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

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

53. >15.000 websites >4 BN visits / month

55. Thank You &
let’s meet at Online
Thank you!
Pay us a visit at our booth in the
Online marketplace area!
(Guaranteed surprises for the next 10 visitors)