the good and the bad about exit-intent interactions for ecommerce websites #ecommday

The Good and the Bad of Exit-intent interactions for

eCommerce websites

> Happy husband & father> Serial entrepreneur from Bucharest, Romania> Founded 4 companies (1 exit, 1 failure, 2 running)

Valentin RaduCEO & founder Omniconvert (former Marketizator)

1. The psychology behind exit-intent

2. Is this really working?

3. Real case-studies

4. Q&A’ s

~30% of the visits on the eCommerce websites are <9 seconds

Attention Span

The Golden Fish: 9 seconds

Humans, back in 2000: 12 sec

Oamenii, in 2013: 8 secunde

Source: Institute of Biotechnology, 2013

We have to deliver value in less <10 seconds

In an area of around 150px x 200px

What do we remember?

The running in the Nazca desert after sandsurfing

When Marketizator won the 1st prize at Webstock awards

When I’ve reached Machu Picchu peak after 3 days of trekking

When my son was “meditating” at Buddha’s birth place

What grabs one’s focus?

What grabs one’s focus?

Economia experienteiDESIRE

PAIN

THE WINNING WEB EXPERIENCES ARE CREATING INTENSE EMOTIONS TO THEIR

CUSTOMERS

Experience

No emotionsNo action, low memorability

Emotions

Positive

Negative

Action, highmemorability

How a web experience usually looks?

The first trigger generates a dose of norepinephrine/dopamine big enough to

generate an action

Based on the “scent” of a reward, the user clicks and goes

to the landing page

If anywhere in the funnel there’s no obvious element that continues to deliver the promise of a future reward on the landing page, the user leaves

The zero moment of truth lasts a few seconds: should I stay or should I go?

Is exit-intent really working?

Is exit-intent really working?

Is exit-intent really working?

Is exit-intent really working?

What can you do with exit-intent interactions for an eCommerce website?

1. Build an email list

2. Find out why your visitors are not buying with exit-intent surveys & logic branching

3. Treat-objections in real-time

If the price is too high...

4. Offer incentives

5. Create scarcity

6. Do real-time web personalization

The temperature in Bucharest is great

Result: +60,4% conversions for that category

7. Recommend products

Recommended for you

See more>

8. Reduce the choices

Result: The revenue/visitor by 81.52%.

Choice Reduction

VS

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

Source: Barry SchwartzDetails: http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice

Bfashion is a fashion eCommerce website present

in 12 countries in Europe

Bulgarian website

Shoes category

Non-filter users

+16% conversions

Czech website

Dresses category

Non-filter users

+8% conversions

Greek website

Shoes category

Non-filter users

+8% conversions

+18,60%Add to cart Rate

100%Statistical significance

+14,2% Conversion Rate

>12k websites >3,5 BN visits / month

Thank You &let’s meet at Online Marketplace today

or tomorrow!

Thank you!

For more juicy & appealing presentations:

www.omniconvert.com/blog