Conversion intelligence for ecommerce

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Relevancy:
The Key to Ecomm Growth Powered by Conversion Intelligence
June 2021

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Lifecycle Manager @ Unbounce
@pepenades
/pablopenades/
pablo.penades@unbounce.com
Hey, I’m Pablo!

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Conversion and landing page platform chosen by
15,000+ brands and SMBs.

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Key takeaways
(so you can switch off right after this slide)
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[1] Ecommerce SMBs are at a disadvantage. More brands have been moving online making the internet even
MORE crowded and distracting. Big brands are taking advantage of it with endless budgets and better access to
technology and data.
[2] Relevancy as the cornerstone for ecommerce growth. Relevance is providing a sense of belonging for
each unique visitor. It accelerates that aha moment (“they’re right for me!”) by building an experience that feels
tailored to the individual.
[3] Conversion intelligence is fastest way to build relevance and increase your chance of conversion for
each and every visitor. CI is pairing your marketing IQ (what you know) with machine learning to identify
conversion patterns and opportunities you wouldn’t be able to see on your own. Simply put: It's you, and your
marketing know-how, augmented by machines.

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What not to expect
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❌ Specific tactics
❌ Best practices
❌ Landing page optimization advice

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Positive growth YoY means: more buyers…

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Positive growth YoY means: more buyers… but also more sellers

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COVID-19 Has Accelerated This Change

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THE IMPACT ON
ECOMMERCE
SMB Impact of
Change
💰

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Hi, I’m Lindsay
I’m a trailblazer working
for a trendy ecommerce that
sells products for pet
groomers.
It’s called Renspets.com
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And yes, there are perks to the job.

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At first, we had no trouble
getting pet groomers to
click our ads and making
some purchases. But
things have changed over
the last few years.
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Now, We Have Loads of Competition...
Renspets.com Ad
...and the big guys

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Which Means We’re Spending Way More on Ad Costs...
Where we
started
Where we’re
now at
Get an estimated 470-870 ad clicks each month

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And It’s Getting Harder to Convert Clicks Into Buyers
Conversion Rate:
0.2%
Other pet Shops
Kennels
Grooming
Companies

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68%of marketers
stated that paid advertising is
‘very important’ or ‘extremely
important’ to their overall
marketing strategy
78%of small
business marketers
plan to increase their
digital marketing spend

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HOW SHOULD
ECOMMERCE SMB
ADAPT? How to
Adapt
💡

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The problem is I only have
about 3-5 seconds to make
a good first impression.
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So if my marketing isn’t
instantly relevant—then
visitors skip me over and
just go somewhere else.

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What Do You Mean by Relevance?
Relevance

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Relevance vs. Personalization
You build relevance by serving
visitors unique marketing
experiences that match their
needs, preferences, and
expectations. Not just based on
what they’re searching for or what
they’ve already told you—but also
based on behavioral and
predictive data.

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With relevancy, it’d be easier to stand out from the competition...
Renspets Ad

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Spend Less Money on Online Ads...
I’d settle for
here

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Convert More Clicks Into Customers
Conversion
Rate: 20%
Kennels
Pet Shops
Grooming
Companies
Conversion
Rate: 12%
Conversion
Rate: 34%

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THE NEW
GAME IS HARD
Why It’s
Hard
😦

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Creating Relevance Feels Impossible

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Current practices (and problems) for relevancy
Problems
One page fits all approach
Too much time = $$$
Too complicated
“I know I should be doing it”
On-site strategies
Multiple variants (AB
testing)
Dynamic Text
Replacement
Re-targeted popups
Pre-purchase
strategies
Dynamic Keyword
Insertion, Ad groups
Hyper-segmenting
email lists
Retargeting &
multichannel

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SMBs Are At a Competitive Disadvantage

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Could Landing Pages Be the Answer?

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PLOT TWIST: LANDING
PAGES ALONE ARE NOT
THE ANSWER

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Landing Pages Aren’t Working Enough for Small Businesses
10 years ago, landing pages were enough to set
you apart from the competition. Now, they’re
table stakes. Unless you have...
● Time to build personalized variants for
multiple audience segments
● Expertise to know what is and isn’t
high-converting
● Superpowers to predict what will
convert ahead of time.

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Why Landing Pages Aren’t Working for Small Businesses
1
B
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3
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1
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3
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When I build a new
shoppable landing page,
I rely on something
called marketing
intelligence.
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What’s Marketing Intelligence?
Marketing intelligence is all the
knowledge, skill, and raw creativity
marketers bring to the table. This is
what guides day-to-day decision
making.
So why isn’t marketing
intelligence on its own enough?

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Why Marketing Intelligence
Alone Isn’t Enough
Whenever you build a new landing page,
you don’t know...
● How to build campaigns for your
target audience
● Where you should be focusing your
eﬀorts
● What you need (or don’t need) on
your landing page
● Why certain campaigns or variants
drive more conversions

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1
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I Aspire to Optimize, But I Don’t Actually Do It...
Time 🚫
ROI 🚫
Traﬀic 🚫
Expertise 🚫

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A One-Size-Fits-All Landing Page Isn’t Enough
It’s impossible to manufacture a
one-size-fits-all experience that
works for everyone.
Your visitors all have diﬀerent
needs and preferences. So if you
put all your eggs in one basket and
35% of your visitors don’t like the
basket—well, you can see the
problem.

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Where Are the Actionable Insights?

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“It’s not the product
that’s broken.
It’s the process.”

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THE SOLUTION:
CONVERSION
INTELLIGENCE The Solution
🤖🧠

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Conversion Intelligence: The Deﬁnition
Conversion intelligence is pairing your
marketing IQ with machine learning to identify
conversion patterns and opportunities you
wouldn’t be able to see on your own.
This is the fastest way to build relevance and
increase your chance of conversion for each
and every visitor.
Simply put: It's you, and your marketing
know-how, augmented by machines.

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The Conversion Intelligence Trend
Conversion intelligence
isn’t specific to Unbounce
or landing pages. It’s part
of a broader trend that’s
reshaping how marketers
are using technology to
deliver high-converting
experiences online.

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How to Identify Conversion Intelligence Tools
1) They enable a marketer
and machine to work
together—it’s not just a
machine automating on
its own
2) They help you increase
conversions—not just
perform a task.

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Example: Facebook Ads
● Marketer selects several images and
writes diﬀerent copy variations
● Facebook algorithm then assembles
the ads dynamically and
automatically adjust ad spend to the
highest converting variants
● This is a great example of a
conversion intelligence tool ✅

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Example: Snazzy AI
● Marketer inputs website URL and brand
keywords, the machine automatically
writes landing page or ad copy.
● Marketer chooses whichever option they
think is most likely to convert.
● This is not quite a conversion
intelligence tool 🛑

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Example: Snazzy AI + Unbounce Data
● Marketer inputs website and some brand
keywords, the machine automatically
writes landing page or ad copy
● Machine provides predictive data on
which copy suggestions are most likely to
convert
⃪ 55% More
Likely to Convert

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Example: ActiveCampaign Predictive Content
● Marketer writes up to five variants of
an email, using their creativity and
marketing intelligence.
● The machine sends the message
that’s best for each customer based
on their past click data.

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Example: Smart Traffic
● Marketer creates two variants and turns on
Smart Traﬀic
● Smart Traﬀic automatically sends visitors
to the landing page where they have an
increased chance of conversion

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HOW TO
APPLY CI

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How to Apply Conversion Intelligence
Conversion intelligence is a process
you can apply to any marketing
campaign. The marketer and machine
both have a role to play.

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It All Starts With an Insight
Role of Machine: Analyzes the data, crunches the numbers, and
serves the insight to the marketer.
💡

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Build Using Data-Derived Insights
Role of Marketer: Evaluate any machine learning insights and
use them to build higher-converting content.

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Optimize Using Machine Learning
Role of Machine: Recommend variant changes for diﬀerent audience
segments, route visitors based on predictive data.
Role of Marketer: Make/approve variant changes to create the
variants, monitor performance as traﬀic begins to roll in.

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Learn What Converts Best
Role of Machine: Analyze data and conversion patterns, notify
marketer of insights.
Role of Marketer: Marketers can use this knowledge for future
campaigns.
💡

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Rinse and Repeat
Conversion intelligence isn’t a
process you apply once and then
never touch again. The more you
follow these steps and apply them to
your campaigns, the more you’ll learn
and your marketing will improve.

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Pablo Penades @ Unbounce
@pepenades
/pablopenades/
pablo.penades@unbounce.com
Thanks so much

Conversion intelligence for ecommerce

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