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.

1. The hidden power of micro-
conversions

2. 1. How your funnel actually looks
2. Choice reduction - why is it vital
3. Real case-studies

7. E-commerce conversion
rate is 0,5% - 2%

8. Best case scenario,
1 out of 50 visitors are buying

9. How do we perceive it

10. How it actually is

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

18. 1. Proper Research

19. Nothing important has ever
been discovered without proper exploration.

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

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

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?

26. Quantitative research
Gain insights about the desired micro
conversions

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

29. 2. A/B Testing

30. 2. A/B testing
Copy & re-design landing pages, product pages, category pages, cart pages

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

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

37. 3. Web personalization
Become relevant, reduce choices and re-engage the visitors

38. Why is Choice Reduction
CRUCIAL?

39. VS

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

41. Source: Barry Schwartz
Details: http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice

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

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

45. After deep diving in Google
Analytics + surveys with
Marketizator...

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

47. And that the visitors weren’t
sure enough that the products will
match their eye colours.

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

51. They have re-engaged the visitors
on exit-intent to increase the
number of respondents

53. They’ve stayed consistent on the
cart page by showing their eyes
colour.

54. Why are they saying you can't trust people with green eyes?

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

56. +43,60%
Add to cart Rate
100%
Statistical significance
+98,2%
Conversion Rate

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

58. Overall results:
+20% more conversions

59. Next steps:
> extend the project to other categories
> do personalized remarketing based on
this data

61. Samsung Poland wanted to
introduce Samsung Galaxy S6
on their e-commerce website

62. So, they’ve placed an exit-
intent overlayer instead of
letting visitors fly away without
noticing it.

64. +26% revenue
Find more: https://www.marketizator.com/case-study-samsung

66. MVL had a high cart
abandonment rate.

67. After the research, one of the
main issues was that the new
visitors were unsure about
what wine to chose

68. So, they’ve placed an exit-
intent overlayer instead of
letting visitors fly away
without buying

70. +60% AOV
Find more here: http://bit.ly/1SjwHBa

71. The magic about
conversion rate

72. +6%
Monthly incremental increase in
conversion rate
=
90%
More conversions in a year
Without paying anything extra for traffic

73. + + +

74. Samsung. You know them :)

75. Livraria Cultura is one of the largest e-
commerce websites in Brazil, a chain
of bookstores founded in 1948

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

77. Deutsche Telekom is one of the
world's leading integrated
telecommunications companies, with
some 143 million mobile customers

78. >9000 websites >3,5 BN visits / month

80. Thank You &
Thank you!
You have 2 more things in your to-do list:

81. Thank You &
1.
Get the low hanging fruits you’ve found about in this
presentation and the other ones from this conference.

82. Thank You &
2.
Go to www.marketizator.com and use ECOMMDAY
to get 6 months off for the 50k visitors plan (worth $900)