VWO’s eCommerce Consumer Survey Report for 2017 dives deep into the challenges associated with eCommerce. The report also covers how enterprises can address these challenges, and understand what makes a customer tick and stick with an eCommerce venture. ​​Here’s a brief of what the report entails: - ​​Challenges faced by eCommerce enterprises at various stages of a customer lifecycle ​- ​Business expansion challenges ​​- Low conversion rate ​​- Importance of mobile optimization ​- ​Omnichannel approach in the eCommerce industry ​​Order and inventory fulfilment

1. ECOMMERCE CONSUMER
SURVEY REPORT
2017
Insights on overcoming top challenges for
eCommerce enterprises

2. TABLE OF
CONTENTS
Foreword 03……………..……………..……………..……………..…………………………..……………………......…..
Introduction 04……………..……………..……………..……………..…………………………..………………………..
eCommerce Challenges 06……………..……………..……….…………………………..………………………..
Combating Market Expansion Challenge 10………..……………………………………..……………
Provide an Omnichannel Experience
Exploring International Commerce
11
16
……………………….…………………………..……………………...………..
……………………….…………………………..………………………………..……..
Refining Your Customer's Digital Experience 19…………..…………………….………………..…
Building a Highly Personalized Customer Experience
Go Strong with Mobile Optimization
Don’t Underestimate the Power of Reviews
Provide a hassle-free Checkout Process
20
23
28
30
…………………..…………………..…………..……..
……………………….…………………………..……………………..……………..
……………………….…………………………………..………..……..
……………………….……………………………..………..…..……..……..
Challenges Related to Logistics 33……………………….……………………………………………………..
Striving Toward Perfect Order Fulfillment
Managing Multiple Sellers’ Catalogue
34
36
……………………….…………………………….…….…………..……..
……………………….…………………………..…………….…………………..
Key Takeaways 38……………………….……………………………………..…………………………………………..
About VWO 41……………………….……….…………………………………..…………………………………………..
eCommerce Consumer Survey Report 2017 02eCommerce Consumer Survey Report 2017 02

3. FOREWORD
The world is going increasingly digital, and is frenzied and in a rush. However, taking time
out to understand what consumers are telling us with their clicks and spends is a wise
investment for any business owner—not the least for those in the exciting industry of
eCommerce.
The 2017 eCommerce Consumer Survey Report is based on the responses collected from
over 1,000 online shoppers, uncovering insights for the 3 critical stages of the eCommerce
journey—before, during, and after a store visit. WooCommerce is proud to partner with
VWO for this year’s Survey Report, and we’re confident that the report contents will be
informative and useful to store owners and developers worldwide.
The key drivers of purchase decisions, differences in online and offline behaviors,
omnichannel, global expansion, and common pitfalls in digital experience and mobile
commerce are just a few of the topics you can look forward to discover in this report.
WooCommerce is built on WordPress and fully customizable, with over 2M+ active installs
making it the most widely used eCommerce platform to date. If you’re ready to explore the
world of open eCommerce, visit us at WooCommerce.com.
Enjoy this fine reading, mining out insights to apply to your business or idea for the rest of
2017 and beyond.
eCommerce Consumer Survey Report 2017 03
Marina Pape
Marketing Manager at Woocommerce

4. INTRODUCTION

5. AGE OF THE CUSTOMER
For the past decade, the growing technology has tipped the balance of power in favor
of tech-savvy consumers, bringing in what Forrester Research calls “the Age of the
Customer.”
The retail industry has been no alien to this proliferation of technology. Devices like
smartphones and tablets, and technologies like 3G, 4G, Wi-Fi, and high-speed
broadband are helping increase the customer base. Banks and other players in
eCommerce ecosystem are providing a secure online platform to pay effortlessly via
payment gateways.
Therefore, it becomes integral to understand and cater to your customer needs at all
stages of their buying journey.
ONCE, TECHNOLOGY FAVORED COMPANIES; NOW IT EMPOWERS
CUSTOMERS
Businesses
Customers
Information
Price Location
Before Now
2014 Forrester Research
Businesses
Customers
Information
Price Location
Technology
eCommerce Consumer Survey Report 2017 05

6. CHALLENGES FACED
BY ECOMMERCE
ENTERPRISES
There are 3 stages of challenges that enterprises face with
respect to understanding their customers:
Before the Customer Lands on Your Website
When the Customer Lands on Your Website
After the Customer Lands on Your Website

7. BEFORE THE CUSTOMER LANDS ON YOUR WEBSITE
A real challenge for your large-scale enterprise is to make
the customer interested in your brand, thanks to the
increasing competition. The sheer number of websites
providing similar products at competitive rates requires
you to be on your toes and devise radical marketing
strategies to maintain your market share. The offline
retailers deepen the competition, as each of you tries to
improve your market share.
WHEN THE CUSTOMER LANDS ON YOUR WEBSITE
Even after convincing an online buyer to land on your
website through various sources, there still are multiple
steps before the buyer completes a purchase.
Understanding and optimizing the customer journey and
pain points, therefore, becomes important.
AFTER THE CUSTOMER LANDS ON YOUR WEBSITE
As your eCommerce business grows, there are bound to be
multiple sellers involved. Managing a consistent
experience for your customers along with the the
difficulties of managing last mile delivery grows. New
customer expectations regarding time to delivery, overall
product experience, and open communication have forced
online retailers to invest in new technological solutions to
manage their operations.
eCommerce Consumer Survey Report 2017 07

8. In this report, we attempt to provide solutions to overcome
these challenges. For perspective, we have included
responses collected from 1,000 online shoppers about their
online buying habits and their experiences with the current
eCommerce enterprises. This report brings together insights
from customers as well as industry experts for eCommerce
enterprises to position themselves as future leaders in the
marketplace.
eCommerce Consumer Survey Report 2017 08

9. DEMOGRAPHICS
This survey was conducted by VWO in April 2017 for 1,000 respondents from the US
and the UK, two of the largest eCommerce markets for decades.
The respondents included both mobile and desktop users, from the age group of 18
to 55 years. The income group of the respondents are as below:
NumberofRespondents
Average Income
300
250
200
150
100
50
0
Under $25,000
Between $25,000 and $49,999
Between $50,000 and $74,999
Between $75,000 and $99,999
Between $100,000 and $124,999
Between $125,000 and $149,999
$150,000 or more
Prefer not to say
Household Income Mapping of the Respondents
eCommerce Consumer Survey Report 2017 09

10. COMBATING
MARKET EXPANSION
CHALLENGE

11. 42%
About 42% of the consumers agreed that online
shopping is more economical than offline.
WHAT DO YOU SEE AS THE SINGLE-MOST IMPORTANT ADVANTAGE OF
SHOPPING ONLINE, COMPARED TO SHOPPING ON A PHYSICAL STORE?
23.42%
Comfort
42.04%
Cheaper Price
28.22%
More variety
4.45%
None of the above
1.87%
Storng Security
PROVIDE AN OMNICHANNEL EXPERIENCE -
FROM (ONLINE VS. OFFLINE) TO (ONLINE + OFFLINE)
Consumers choose online shopping for a myriad of reasons. Here are some of the
popular ones, as spelled out by the consumers themselves.
eCommerce Consumer Survey Report 2017 11

12. Whether the customers are in a physical store, on a computer, or on a mobile device,
they require the same service levels and access to information throughout the entire
shopping experience.
Traditional brick and
mortar store
Emergence
of eCommerce
Multi-channel sales Omnichannel
However, the benefits of offline shopping are not entirely lost for the digitally
empowered consumers. Website and physical store that were once distinct entities are
now being used as interchangeable and complementary services. For example,
customers can place an order online and pick it up from a store, or order from a
physical store and have the items shipped to their homes.
eCommerce Consumer Survey Report 2017 12

13. Today’s consumers are adopting a fluid, pretzel-shaped shopping journey rather than
a linear one. They start and end their shopping experiences on a mobile platform, in
store, or online, at will.
WHICH OF THE FOLLOWING CLOSELY DEFINES YOUR BUYING HABIT ONLINE?
51%
On being asked about their buying habit, about
51% of the customers said that they combine
their online and offline shopping experience
before making a purchase.
Research online and
visit store to purchase
Research online and
buy products online
Visit a store first, and
then purchase online
Research online visit
store to view product,
then return online to
purchase
eCommerce Consumer Survey Report 2017 13

14. WHICH OF THE FOLLOWING CLOSELY DEFINES YOUR BUYING
HABIT ONLINE?
By 2018, Forrester estimates that digital technology will influence, in some way, almost
60% of all physical store retail transactions, worth US$1.8-trillion.
This “influence” is already approaching in many forms: In-store sales associates using
iPads to check inventory for customers; digital signage that changes promotions based
on preferences and proximity of a shopper; showrooming or “webrooming” where
shoppers compare products online or in-store, but buy elsewhere; or simple try-on-
delivery service.
I always buy from online stores
34.43%
I usually browse the products online and shop them offline
28.13%
I usually browse the product offline and shop them online
22.92%
None of the above
14.51%
51.05%
eCommerce Consumer Survey Report 2017 14

15. This trend is why CMOs and CIOs should focus on adopting an omnichannel approach.
Leading-edge companies know that experience-driven strategies can help them
compete more effectively, particularly for that younger buyer, through customer
service and digital experiences rather than on price or operational technology alone.
Keith Anderson,
SVP Strategy & Insight, Profitero, suggests the
following when it comes to creating supportive
organizational structures for omnichannel.
Top-down commitment and support are essential. In the absence of the same, many
organizations fail to prioritize or align on how to implement and execute on
omnichannel.
Key functions should be responsible, but the whole organization is accountable.
Certain teams or titles should be primarily responsible for doing the work of
marketing and selling through all channels. But the entire business should be
accountable. There is a risk in simply appointing a “head of omnichannel,” without
anticipating the impacts on other functions such as customer service, finance, and
logistics. Digital and omnichannel competency is necessary for all company functions
and disciplines, not just an isolated, specialist team.
Definitions of success and incentives matter. Many companies that try to embrace
omnichannel discover internal conflicts driven by misaligned incentives. For example,
who gets the credit for an online sale fulfilled and collected in-store? How are
inventory and labor costs allocated?
Ultimately, KPIs and incentives need to balance near-term and long-term goals such
as maximizing profitability in the short-term versus growing market share. Also,
enterprise success must always be prioritized over success in an isolated channel.
eCommerce Consumer Survey Report 2017 15

16. EXPLORE INTERNATIONAL COMMERCE
The scope of expansion increases in international markets as more and more
consumers become interested in shopping across borders.
56%
of the respondents said that they had made a
purchase from an international store, and
another 31% were willing to experiment.
HAVE YOU EVER MADE A PURCHASE FROM AN INTERNATIONAL
ONLINE STORE (BASED OUTSIDE OF YOUR COUNTRY)?
Yes, I have
56.79%
No, but I would consider
31.97%
No, I don’t like international stores
11.24%
eCommerce Consumer Survey Report 2017 16

17. Global expansion is becoming increasingly popular as a way
for eCommerce enterprises to expand. Businesses can
benefit from global eCommerce by having access to shoppers
worldwide at all times.
eCommerce enterprises can partner with experts in the
shipping and logistics industry who offer new solutions and
technologies to make cross-border selling easier. You could
also invest in creating new logistics channel altogether like
Amazon.
eCommerce Consumer Survey Report 2017 17

18. HERE ARE 4 OF THE MOST COMMON
CHALLENGES THAT RESULT IN
FAILED EXPANSION OVERSEAS.
MINIMAL EFFORT IN CREATING A COUNTRY-SPECIFIC WEBSITE
If you want to sell your goods online, understand that a translated website
may not be enough. The local language, expressions, and overall way of
communicating must reflect on the local site.
REPLICATING YOUR CURRENT BUSINESS MODEL BLINDLY
A lot of companies try to exactly recreate their current processes to
accommodate local laws and business practices. Unfortunately, this
generally isn’t enough to sustain your presence in a new market.
CHOOSING THE WRONG PARTNERS
You may have put together an awesome domestic team that conducted
exhaustive research on the region and created a great business strategy
based on their findings and insights. But these efforts may be all for naught
if your local partners can’t properly execute your strategy.
ASSUMING YOUR BRAND IS RECOGNIZED OVERSEAS
Your brand may be a winner in your present country, but have to completely
look at it with fresh eyes when expanding.
eCommerce Consumer Survey Report 2017 18

19. REFINING YOUR
CUSTOMER'S DIGITAL
EXPERIENCE

20. BUILD A HIGHLY PERSONALIZED CUSTOMER
EXPERIENCE
With the myriad of tools and technology available, personalization strategies are
becoming a must-have instead of a good-to-have.
36%
About 36% of buyers agreed to be more likely to
buy if the website showed products based on
their browsing history.
HOW LIKELY ARE YOU TO BUY FROM A WEBSITE IF IT SHOWS
PRODUCT BASED ON YOUR BROWSING HISTORY?
eCommerce Consumer Survey Report 2017 20
28.34%
Not very likely
36.18%
Very likely
35.48%
Indifferent

21. Innovative brands are leading the way in defining the next generation of customer
experience with eCommerce personalization, delivering more accurate, relevant, and
personalized touch points both in store and online. These companies are
incorporating retail fundamentals like optimizing customer interactions over mobile
devices, building brand loyalty by giving each customer a voice, and creating unique
customer experiences as part of a customized journey to increase engagement and
drive sales.
A/B testing is one approach to measure the success of your personalization
campaigns. You can run your personalization campaigns as A/B tests. If your campaign
delivers a win, you should replicate its success by planning and running more
campaigns on similar hypotheses. If the campaign fails to achieve the goal, identify
and record the reasons for what went wrong. Maintaining a repository of learning is
essential to avoiding mistakes of past A/B tests and running smarter campaigns in the
future.
UNDERSTAND YOUR CUSTOMERS BETTER WITH A/B TESTING AND
PERSONALIZATION
A BHomepage v1 Homepage v2
eCommerce Consumer Survey Report 2017 21

22. Talking about the present situation,
the buyers considered the relevance
of the suggested products to be quite
satisfactory. Almost 70% of them
rated it higher than 4 on 5.
Product Name
11 USD
1 Add to Cart
Suggested Products
Simple product 12
11 USD
Add to Cart
Simple product 12
11 USD
Add to Cart
Simple product 12
11 USD
Add to Cart
Simple product 12
11 USD
Add to Cart
HOW WOULD YOU RATE THE RELEVANCE OF THE RECOMMENDED/
SUGGESTED PRODUCTS ON THE WEBSITES YOU SHOP ON?
1 1.41%
2 4.10%
3 25.06%
4 47.37%
5 22.37%
eCommerce Consumer Survey Report 2017 22

23. GO STRONG WITH MOBILE OPTIMIZATION
When designing and developing online shops, it is increasingly important to consider
what devices your customers will be using—not only to view the site, but also to order,
check out, and pay.
47%
About 47% mentioned mobile as their choice of
device when buying online.
IN TERMS OF EASE OF EXPERIENCE, WHICH PLATFORM DO YOU
PREFER WHEN BUYING ONLINE?
Mobile
47.00%
Desktop/Laptop
40.29%
iPad/Tablet
12.71%
eCommerce Consumer Survey Report 2017 23

24. Kunle Campbell
An ecommerce growth consultant,
The principal at 2X eCommerce
The eCommerce Personalization solutions space is currently
fragmented, let me explain; In eCommerce, solutions for
personalization currently fall into the following three categories:
Personalized On-site targeting through modal pop-ups, header/footer banners,
sliders, pop-unders and dynamic content blocks
Personalized 1:1 email automation for product recommendations and
Personalized product recommendations for on-site merchandising
eCommerce Consumer Survey Report 2017 24

25. Ecommerce managers currently have to use two or more platforms to manage each of
the above personalization categories. I will like to see more consolidated customer
centric personalization solutions that cater to both on-site user experience and
backend 1:1 email communications. This will draw the core of eCommerce marketing
closer to a single customer view (SCV).
There is also an opportunity to layer in AI driven chatbots such as Facebook’s
messenger into personalized experiences.
The biggest opportunity for growth and improved conversion rates lies in dynamic
pricing, because if it is effectively latched into on-site product merchandising,
customers get prices relevant to both themselves and retailers. Artificial intelligence
will drive the next wave of eCommerce personalization. AI bots are likely going work as
both backend and customer facing personal assistants driving on-site targeting,
product recommendations, dynamic pricing and 1:1 communications via chatbots and
email.
There is currently a huge gap in dynamic pricing with only a few providers offering
standalone solutions. Dynamically changing pricing based on a full understanding a
customer’s onsite and offsite interactions as well as purchase history offers significant
opportunity for improved conversions.
Kunle Campbell
eCommerce Consumer Survey Report 2017 25

26. Mobile commerce has made a lot of progress over the last few years. Instant payments
solutions in particularly have significantly streamlined the mobile checkout flow by
making most mobile checkouts a two-tap process at the most.
The major players in the eCommerce instant payments space are PayPal Express,
Amazon Payments, Stripe and more recently Shopify Pay. Apple Pay and Android pay
are particularly more popular within mobile apps.
I’d encourage eCommerce managers to experiment with at least 2-3
instant payment solutions for mobile shoppers, and to track both
transaction volume and conversion rates for each solution. Your key
mobile UX objective is to deliver in a frictionless checkout flow.
eCommerce Consumer Survey Report 2017 26
Kunle Campbell

27. The first thing to consider is whether you intend to build a completely customized
mobile experience, separate from the desktop site, or whether you will simply
“optimize” the mobile experience.
Ask yourself if is it enough to simply tweak the layout for smaller screens? If you feel
you need a totally different workflow for mobile, think carefully about whether
responsive would be fit for your business. Or rethink your workflow. Keep it simple.
Keep it intuitive. Small UX and UI modifications are often sufficient. Perhaps you can
rework certain areas of the desktop interfaces to improvise the mobile experience. If
the site is complex, it won’t adapt to mobile; may be it’s time for a fresh start.
How Tough Mudder
gained a 9% increase
in sessions by optimizing
for mobile users using
VWO.
Case Study
eCommerce Consumer Survey Report 2017 27
Download Case Study

28. DON’T UNDERESTIMATE THE POWER OF REVIEWS
Online reviews contribute a lot more to purchasing decisions than they are typically
given credit for. This is especially true when you consider how an average consumer
will spend a long time reading about and researching a product online, before
deciding to purchase it in-store.
HOW IMPORTANT ARE CUSTOMER REVIEWS FOR YOU TO MAKE A
BUYING DECISION?
Very important, I read almost all
53.86%
Somewhat important, I read at least tow
37.59%
Not important, I sometimes look at them when available
6.79%
Not important, I don’t look at them
1.76%
eCommerce Consumer Survey Report 2017 28
54%
About 54% of the participants confirmed that
they read almost all reviews.

29. How Express Watches
increase sales by 58.29% by
adding a customer review
widget.
Download Case Study
eCommerce Consumer Survey Report 2017 29
Case Study

30. PROVIDE A HASSLE-FREE CHECKOUT PROCESS
When it comes to ecommerce, the highest drop-off point is the checkout. In some
cases, it’s due to consumer indecisiveness, but mostly, it can be attributed to the
complexity and confusion of the checkout process.
36%
36% of people considered filling the same
information twice as the most frustrating part of
a checkout process.
WHAT IS THE MOST FRUSTRATING PART OF THE CHECKOUT
PROCESS?
Filling the
same
informatio
n twice
36.77%
Too many
form fields
18.62%
Complicate
d website
navigation
15.46%
Unable to
modify/
change
order
8.20%
Unable
to find
relevant
filters
4.45%
Back
button
doesn’t
go to
previous
page
13.93%
Other
2.58%
eCommerce Consumer Survey Report 2017 30

31. 42%
Unexpected shipping charges was the top reason
for more than 42% of participants to abandon a
particular purchase.
WHAT HAS BEEN THE TOP REASON FOR YOU TO ABANDON A
PARTICULAR PURCHASE?
Unexpected shipping charges
42.39%
Negative customer reviews
23.54%
Registration process
14.87%
Unclear product details
14.75%
Payment failure from the bank
3.28%
Other
1.17%
eCommerce Consumer Survey Report 2017 31

32. Enterprises should aim to keep the checkout process simple and transparent. They
should begin with minimizing the number of required steps to make a purchase. This
means allowing users to preview items without navigating away from the product
page, as well as adding items to the cart directly from the category sections.
They can also consider offering payment options such as PayPal's OneTouch, Android
Pay, and Apple Pay, which accelerate the checkout process. These options optimize the
shopper journey, saving shoppers the inconvenience of dozens of form fields and
fumbling for credit cards.
Ben Davis
Deputy Writer at Econsultancy, in this article
elaborates on checkout page optimization:
Worldpay that hasn’t been properly integrated and isn’t mobile
optimised annoys me. It just seems like the merchant doesn’t want
to pay for a more sophisticated solution. I have a whole host of other
UX gripes that have been around forever – like when my details
aren’t auto-populated, even though I’m signed in. I also don’t like
having to add a billing and delivery address, even when they’re the
same.
I’m a fan of single-page checkouts. Too many people have too little
mobile data or too weak a connection, so page refreshes can start to
feel old fashioned. “Next… Next… Next…
eCommerce Consumer Survey Report 2017 32

33. DEALING
WITH LOGISTICAL
CHALLENGES

34. STRIVE TOWARD PERFECT ORDER FULFILLMENT
As a full-scale eCommerce enterprise, you need to invest into a smooth order fulfilment.
This includes taking products from warehouse shelves, packing these, handing these
to shippers, and then sending an autoresponder to your customers to let them know
their packages are in transit.
Supply chains are the lifeline of eCommerce players. The
rapidly growing eCommerce sector needs a robust logistic
and supply chain to be successful in future.
Your Company
Clients
Clients Place Orders Vendors Receive Orders
Vendors
Vendors Ship OrdersClients Receive Orders
eCommerce Consumer Survey Report 2017 34

35. Buyers, in the present times, want to know exactly how and when their package will
arrive. They are not content with just placing their orders and waiting for them
endlessly. They get agitated when there is a delay in their package arrival.
30%
About 30% of respondents said that a fixed date
of delivery increases the likelihood of making a
purchase.
TALKING ABOUT DELIVERY OPTIONS, WHAT WOULD MAKE YOU
MORE LIKELY TO BUY ONLINE?
A fixed date for my delivery
30.68%
Next day delivery
26.58%
It doesn’t affect my buying behavior
26.11%
Ability to collect at local stores
10.42%
Same day delivery
6.21%
eCommerce Consumer Survey Report 2017 35

36. MANAGE MULTIPLE SELLERS’ CATALOG
Managing your eCommerce catalog is difficult, but important.
Difficult, because you may have thousands of SKUs from multiple sellers to publish
across different sales channels. It’s easy for your product data to become messy and
inconsistent. It’s tedious and time-consuming to continuously update and manage
your data.
95%
But important, because a whopping 95% of the
respondents agreed that they look at products from
different sellers before completing a purchase.
DO YOU COMPARE SIMILAR PROUDCTS FROM DIFFERENT SELLERS
BEFOR BUYING?
Yes, sometimes
95.78%
No, never
4.22%
eCommerce Consumer Survey Report 2017 36

37. Merchants who settle for subpar product information end up with decreased sales.
To solve these types of challenges, enterprises are investing in Product Information
Management, or PIM systems.
PIM systems are designated software that helps merchants centralize, manage, and list
their products across many sales channels. These systems help merchants standardize
data through robust tools that clean up product data from different sources.
PIM systems should save merchants from spending hours and weeks just cleaning up
product data. Merchants ideally should be able to easily merchandise and list rich,
high-quality product data across all of their channels.
PIM System
Product-Data
EPR-Data
Supplier-Data
Product-Sheets
Web
Catelog &
Pricelists
eCommerce
Apps
eCommerce Consumer Survey Report 2017 37

38. KEY
TAKEAWAYS

39. More than 51% of shoppers combine their offline and
online experiences. eCommerce enterprises should stop
looking at offline and online shoppers separately and
focus on providing an omnichannel experience to their
customers.
International commerce holds huge opportunity, as 56%
of the shoppers said that they had made a purchase
from an international store and another 31% were willing
to experiment. This demonstrates a huge opportunity for
international business for eCommerce.
eCommerce Consumer Survey Report 2017 39

40. Businesses should also invest in personalizing and A/B
testing their websites. Here are some compelling reasons
why:
47% of the survey participants considered mobile to be their
choice of device for buying online.
36% of the participants were more likely to buy if the website
showed products based on their browsing history.
About 54% confirmed that they read almost all reviews.
Unexpected shipping cost was the top reason for more than 42%
of people to abandon a particular purchase.
A whopping 95% of the respondents agreed that they look at
products from different sellers before completing a purchase.
About 30% of respondents said that a fixed date of delivery
would increase the likelihood of making a purchase.
eCommerce Consumer Survey Report 2017 40

41. ABOUT VWO
VWO is an A/B testing and conversion optimization platform. It allows businesses to
find areas of improvement on their website and optimize their website funnels for
higher conversions.
Here are some capabilities of the VWO platform that help businesses improve
conversions:
VWO also offers personalization and advanced report segmentation features so that
you can optimize your conversion funnel for any set of visitors you define.
eCommerce Consumer Survey Report 2017 41
VISITOR ANALYTICS
Helps you visualize and gather insights
about how visitors behave on your
website. Get a peek into your visitor’s
journey using heatmaps, visitor
recordings, and form analysis.
ON-PAGE SURVEYS
When visitor behavior analysis does
not reveal some answers, On-page
Surveys let you collect qualitative
insights directly from the visitors. You
can create surveys and analyze the
responses effortlessly.
BAYESIAN STATS ENGINE
Allows you the flexibility to configure A/
B, Multivariate, and Split tests the way
you like and to identify which changes
will bring the best results. The Bayesian
Stats engine gives you reliable results in
about half the time compared to
traditional A/B testing engines.
IDEACT
Don’t have technical resources to set
up advanced campaigns? Our expert
team of VWO consultants and
campaign developers will help set up
campaigns end-to-end, no matter how
advanced the requirement is.

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LEADING BRANDS
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