Discover 7 actionable ways to improve the conversion rate of your ecommerce website and boost your sales

1. 7 Quick and Easy Ecommerce
CRO Tactics to Drive Up More Sales

2. 1. Use Pareto’s principle to
do segmentation
2. Find out the barriers and treat
objections in real-time
3. Focus on micro-conversions
4. Personalization
5. A/B testing
6. Use the weather conditions
7. CRO Methodology

3. Conversion
rate
Average
order value Traffic
The holy trinity of e-commerce growth

4. 22%
(companies pleased with their current conversion rate)
98%
(average percent of no-conversion visits)

5. What conversion rate means?

6. Average e-commerce
conversion rate

7. 1 Use good old Pareto to
build GA segments

8. Vilfredo Pareto - 20/80 principle
The Pareto principle was named after him and built
on observations of his such as that 80% of the land
in Italy was owned by 20% of the population

9. Segments can be related to:
1. Traffic source
(Direct, organic vs paid, branded traffic, etc)
2. Behaviour
(new vs returning, highly engaged, non-flirt, potential lovers
©Avinash Kaushik)
3. Results
(Heavy-buyers vs new-comers)
4. Demografics
(London vs non-London, etc)

10. Behaviour-based segments: time

11. Behaviour-based segments: page depth & conversion

12. Behaviour-based segments: site-search and filter users

13. Geo-distribution

14. To do for you:
define your 20/80 audience
Which of your 20% segments are generating 80% of your results?
> Navigation behaviour (time, page depth, site search, etc)
> Traffic source
> Device type/ resolution
> Location

15. 2 Find out the barriers and treat
objections in real time

17. What made you abandon the purchase?

18. 1. Identify the most important segments that are converting,
behavioural patterns and anomalies of various group of
visitors
2. Do surveys so that you get valuable insights about their
barriers they have in order to convert.
3. Use the insights so that you can treat the objections in
real time
How to treat objections in real time or even negotiate?

20. To do for you:
create the conversation scenarios
1. Define the scenarios (if> then go to)
2. Create the segments of visitors you are
addressing
3. Deploy the invitation
4. Monitor the results

21. 3 Focus on micro-conversions

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

24. Micronversions you should monitor and improve
> Bounce rate - YoY / per channel / per location
> E-mail subscription rate - MoM
> Category view rate - YoY / per channel / per location
> Product view rate - YoY / per channel / per location
> Internal site search rate - YoY / per channel / per location
> Filter users rate - YoY / per channel / per location
> Add to cart rate - YoY / per channel / per location
> Checkout rate - YoY / per channel / per location

25. How to lower the Bounce rate
> Decrease number of options on the landing page (remember the
paradox of choice?)
> Do an A/B test on your UVP (if you don’t have an UVP, do it asap)
> What’s in it for the visitor? - build buyer persona
> Create a survey to find out your visitors’ expectations and barriers

26. How to increase your email subscription rate
> Activate an on-exit intent pop-up
> Give value in exchange to visitor’s email address
(5 things to consider before buying leather shoes or first time customer
discount, etc)
> Do A/B testing on the copy, look&feel and pop-ups to grab e-mails

27. How to increase internal site-search rate
> Activate an on-exit intent pop-up to invite abandoning visitors to
search for waht they are looking for
> Play with the copy in the place-holder (you can’t find something if you
are not searching for it / search in 4.000 items, etc…)
> Do A/B testing with the site-search bar dimensions, placement and
call2action

28. http://pages.marketizator.com/asap/
Free e-book on this subject:

29. 4 Personalize without freaking them out

30. Respect by others and human recognition - one of the most
important human needs.

31. Big companies are
using personalization
in their marketing efforts

33. First-time visitors
Non-direct, new visitors
Flirters
Returning, 3-5 visits, no orders
Potential lovers
Returning, NL subscribers,
>3 visits, > 5 pageviews
True lovers
Returning, > 2 purchases
Action
Welcome page
UVP + points of difference
On-exit intent trigger
Behaviour incentive - filter or search /
NL subscriber incentive
On-exit intent trigger
Buying incentive
Welcome back page
Special treatment reminder
(if it is GTM based it can contain name, total
cart value, total revenue, lifetime value, etc)

34. What data points can you use to
personalize through Marketizator
- traffic source
- keyword
- country
- city
- temperature
- days since first/previous visit
- Google Tag manager / own data

35. The most important triggers you can use
- on-exit detection
- on-load (or after x seconds)
- on-scroll ( x% of scroll

36. The most important pages to use
- landing page
- pricing / cart-page / checkout-page
- exit-page

38. Personalization according to behavior

39. On-exit intent triggered on cart page

41. Personalization according to user history

42. +42.68% more revenue from the segment of abandoning visitors

43. “Companies whose conversion improved are using 90% more
ways to segment their visitors and customers than companies
whose conversion rates have not improved or have stayed the
same.”
Source: Econsultancy Optimization Report 2012

44. 5 A/B testing

45. What can you
test
- Dynamic text replacement
- Colours
- Images
- Headlines
- Different layouts

46. +27,14% conversion rate

47. A/B testing ideas
1. Dynamic text replacement:
(to get consistency between the ad and the landing page)
2. Price clustering
(diminish the fears by summing up your return policy near the call2action)
3. Urgency - how many visitors are on this product right now
(create scarcity - like boking.com is doing)
4. Reduce the information noise
(social sharing, homepage slider, too many icons, etc)
5. Get rid of the category menu and other irelevant links on the cart page
(reduce the cart abandonment rate)

48. 6 Weather driven segmentation

49. How to use the weather in
web personalization

50. The conversion rate increased by 117.86%

51. Source: http://bersondeanstevens.com/

52. “Sixty percent of marketers note they struggle to
personalize content in real time, yet 77 percent believe
real-time personalization is crucial.
Source: CMO.com

53. 7 Data-driven CRO process

54. Higher conversion rate - an over-view
1. Relevant traffic
2. Brand awareness
3. Segmentation - web analytics
4. Surveys and
5. Micro-conversions & lead capturing
6. AB testing
7. Personalization

55. Generate traffic
Landing page
Check GA and:
Smile
Or not :)
Standard methodology
> One size fits all
> nose-driven
> hard to perform with it

56. Get relevant traffic
Define your buyer
persona
Remarketing
Convert!
Micro conversions
Pain data
(heatmaps, surveys, etc)
GA deep diving
A/B testing for each
relevant segment / page
Segmentation
Personalization
Advanced CRO methodology
Wasted traffic

57. Research Segmentation Surveys PersonalizationTesting
> New / returning
> Customers/
non-customers
> Geolocation
> Traffic source
> Purchase history
> Behaviour - time/
pageviews, search etc
> Web Analytics
> Product data
> Previously
gathered data
> User experience
> Competition
> Market insights
> Purpose of the visit
> Biggest pains,
barriers, motivations,
needs
> Current satisfaction
about his provider
> Net Promoter Score
> Traffic source
> Geolocation
> Weather conditions
> Cookie based
> Purchase history
> UVP
> Commercial offer/
Pricing
> Persuasive
messages
> Layout
> Navigation flow

58. Conclusion?
Action leads to results.
And results lead to performance!

59. Because you’ve
been awesome,
we have a gift
for you!

60. 2 months FREE subscription
For the $105/month account (30k visits to test)
Use the code: 31AUG
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62. Best of luck!