How to use qualitative research in conversion rate optimization

2. Qualitative
Research in
Conversion
Optimization

3. Hello!
I am Andra Baragan
Passionate optimizer
Head of CRO at Marketizator

4. ‘’Nothing important has ever
been discovered without proper exploration.

5. What we will
talk about
Qualitative
Research
How you
can apply it
to your
business
Case
studies

6. Average Ecommerce
Conversion Rate
2-3%

8. 15
minutes

9. You
will gain clarity to get
the most out of those
97%

10. CRO

11. 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

12. 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

13. The power of asking
the right questions

14. How would
you call a
doctor that
treats your
broken bone
without an X-
Ray?

15. Qualitative Research
Is one of the best X-
rays you can do on
your website

16. Qualitative Research
Find out where it
hurts and apply the
treatment

17. Surveys
1. Find out who your
customers are

18. Surveys
2. What they want

19. Surveys
3. How they feel about
your products

20. Surveys
4. What is driving their
decisions

21. 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?

22. On-site Surveys
> Find out why they came to the site
> Have they found what they were after?
> Which barriers are stopping them?

24. What made you abandon the purchase?

25. 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.

27. Optimization Goal
Drive more traffic to the product pages and
improve conversion rates

29. On-Site Surveys
Pain Points Revealed
Developed Testing
Hypotheses

30. Through the help of
On-site
Surveys
A/B Testing Web
Personalization

31. On-site
Surveys

32. Web
Persona
lization

33. A/B
testing

34. A/B
testing

35. +18,2%
Add to cart Rate
99,9%Statistical significance
+ 39,9%
Average Order Value

36. Case Study 2
Avon, the world's largest direct seller in the beauty
industry, with over $10 billion in annual revenue.

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

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

40. After deep diving in
Google Analytics

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

42. After running surveys with
Marketizator...

43. The visitors weren’t
sure enough that the products will
match their eye colour.

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

45. On-Site Surveys + Web
Analytics
Anxiety over eye color
+ eye shadow color
Bring in an expert &
narrow down choice

46. Added an expert through on-site survey

47. Added an expert through on-site survey

48. Asked their eye color +
personalized recommendations

49. Asked their eye color +
personalized recommendations

50. Re-engaged the visitors through
on-exit intent overlayers & increase the email list

51. We’ve stayed consistent on the cart page by
showing info on their eye color

52. Web
Personaliz
ation
A/B
Testing
Through the help of
On-site
Surveys
Web
Analytics

53. Engagement results
+111% more page views
+292% more page views
+73% more page views

54. +43,60%
Add to cart Rate
100%
Statistical significance!
+98,2%
Conversion Rate

55. Next steps
▣ Extend campaign on other categories
▣ Deliver personalized experiences on
remarketing ads

56. The magic about conversion rates
+6%
Monthly incremental increase in
conversion rate
=
90%
More conversions in a year
Without paying anything extra for traffic

57. 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

58. 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

59. >8000 websites >3,5 BN visits / month

60. 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:

61. ‘’
Now it’s your turn.

62. Thanks!
Any questions?
andra.baragan@marketizator.com
http://www.marketizator.com