qualitative research in conversion optimization
TRANSCRIPT
Qualitative Research in Conversion
Optimization
Hello!I am Andra Baragan
Passionate optimizer
Head of CRO at Marketizator
‘’Nothing important has ever been discovered without proper exploration.
What we will talk about
Qualitative Research
How you can apply it to your business
Case studies
Average Ecommerce Conversion Rate
2-3%
15minutes
Youwill gain clarity to get the most out of those
97%
CRO
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
Buyer persona
Qualitative research
Remarketing
Convert!
Micro conversionsSession recordings,
etc
A/B testing for each relevant segment / page
Quantitative research(Analytics, segmentation, trafic
analysis, etc)
Personalization
Wasted traffic
Conversion research
Surveys
The power of asking the right questions
How would you call a doctor that treats your broken bone without an X-Ray?
Qualitative Research
Is one of the best X-rays you can do on your website
Qualitative Research
Find out where it hurts and apply the treatment
Surveys
1. Find out who your customers are
Surveys
2. What they want
Surveys
3. How they feel about your products
Surveys
4. What is driving their decisions
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?
On-site Surveys
> Find out why they came to the site
> Have they found what they were after?
> Which barriers are stopping them?
What made you abandon the purchase?
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.
Optimization Goal
Drive more traffic to the product pages and improve conversion rates
On-Site Surveys
Pain Points Revealed
Developed Testing Hypotheses
Through the help of
On-site Surveys
A/B Testing Web Personalization
On-site Surveys
Web Personalization
A/Btesting
A/Btesting
+18,2%Add to cart Rate
99,9%Statistical significance
+ 39,9% Average Order Value
Case Study 2
Avon, the world's largest direct seller in the beauty industry, with over $10 billion in annual revenue.
Avon wanted to increase the performance of the
make-up category.
Step 1:
Why this category is not performing so well?
After deep diving in Google Analytics
We’ve found out that the main micro
conversion for this category was the
usage of the “eyes color” filter.
After running surveys with Marketizator...
The visitors weren’t
sure enough that the products will
match their eye colour.
Step 2: Web Personalization
So, we’ve added the help of an expert to get visitors down the funnel
On-Site Surveys + Web Analytics
Anxiety over eye color + eye shadow color
Bring in an expert & narrow down choice
Added an expert through on-site survey
Added an expert through on-site survey
Asked their eye color + personalized recommendations
Asked their eye color + personalized recommendations
Re-engaged the visitors through on-exit intent overlayers & increase the email list
We’ve stayed consistent on the cart page by showing info on their eye color
Web Personaliz
ation
A/B Testing
Through the help of
On-site Surveys
Web Analytics
Engagement results
+111% more page views
+292% more page views
+73% more page views
+43,60%Add to cart Rate
100%Statistical significance!
+98,2% Conversion Rate
Next steps
▣ Extend campaign on other categories▣ Deliver personalized experiences on
remarketing ads
The magic about conversion rates
+6%Monthly incremental increase in
conversion rate
=90%
More conversions in a yearWithout paying anything extra for traffic
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
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
>8000 websites >3,5 BN visits / month
Find out why Behavior insight surveys + analytics
Test different messages &
layoutsA/B testing editor
Segment the traffic to be relevant
Web personalization
Marketizator:World’s first integrated CRO platform:
‘’Now it’s your turn.
