In e-commerce, most websites focus on the big picture, and that is macro conversions, neglecting an important part of the pre macro converting process: micro-conversions. They are useful because you can easily engage visitors, build up an emailing list and address them in a personal way according to the profile they fit in. Nurture the leads and transform them into paying customers.
From this webinar you will learn:
● How to optimize each funnel step using qualitative and quantitative data;
● How to generate more micro-conversions;
● How to transform micro-conversions into macro-conversions;
● How small adjustments can lead to big results;
● How to re-engage visitors in the sales funnel.
13. The micro-conversions
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 your
shop
14. CTR on search,
category, product
Subscription rate
Add to cart rate
Abandonment rate
LTV, Retention rate
Net Promoter Score
15. The most important micro-conversions
For an eCommerce website
Product view rate Add to cart rate
Search rate Filter usage rate
E-mail subscription
rate
Contact /
About us page
16. WHAT CAN YOU REALLY DO
TO IMPROVE YOUR MICRO-
CONVERSIONS?
17. 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
22. Before the visit
Purchase intention
Reasons to buy
Barriers to buy
During the visit
Buyer persona
Real needs
Choice reduction
Barriers to buy
Motivations
After the purchase
Net Promoter Score
Satisfaction level
Customer Feedback
When can you find out with surveys?
23. What can you find out very fast
with the help of on site surveys
> 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?
27. Visitors which are using the site search in e-commerce websites are 5 times more
likely to convert, than those visitors who do not use the site search function.
28. Because
We can
In order to...
Searchers are converting 5x better than non-searchers
& the site search rate in 12%
Do A/B testing in order to improve the search bar
visibility & copy
Increase to improve the internal search rate that will
lead to a better conversion rate
32. Elements to do
A/B testing on the
Homepage
> Menu
> Call 2 action
> Position of the elements
> Search bar
> Existence/position/dimension of
the slider
> First line of products / offers
> UVP
33. Elements to do
A/B testing on the
Category page
> Product listing
> Filters bar
> Sorting bar
> Search bar
> Call 2 actions
> Colours
> UVP for each category
> Price / discounts
34. Elements to do
A/B testing on the
Product page
> Return policy
> Image
> Position of elements
> Call 2 action
> Colours
> Reviews locations and copy
> Price / discount
> Copy
35.
36. What to test on the
Cart page
> UVP
> Testimonials or not
> Return Policy
> Menu or not
> Back button or not
> Images of the product
> Guest buying option / not
> Visual hierarchy
40. 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