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

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The Good and the Bad of Exit-intent interactions for eCommerce websites

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Page 1: 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

Page 2: The good and the bad about exit-intent interactions for eCommerce websites #ecommday

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

Valentin RaduCEO & founder Omniconvert (former Marketizator)

Page 3: The good and the bad about exit-intent interactions for eCommerce websites #ecommday
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1. The psychology behind exit-intent

2. Is this really working?

3. Real case-studies

4. Q&A’ s

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

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Attention Span

The Golden Fish: 9 seconds

Humans, back in 2000: 12 sec

Oamenii, in 2013: 8 secunde

Source: Institute of Biotechnology, 2013

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We have to deliver value in less <10 seconds

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In an area of around 150px x 200px

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What do we remember?

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The running in the Nazca desert after sandsurfing

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When Marketizator won the 1st prize at Webstock awards

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

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

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What grabs one’s focus?

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What grabs one’s focus?

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Economia experienteiDESIRE

PAIN

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THE WINNING WEB EXPERIENCES ARE CREATING INTENSE EMOTIONS TO THEIR

CUSTOMERS

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Experience

No emotionsNo action, low memorability

Emotions

Positive

Negative

Action, highmemorability

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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?

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Is exit-intent really working?

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Is exit-intent really working?

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Is exit-intent really working?

Page 27: The good and the bad about exit-intent interactions for eCommerce websites #ecommday

Is exit-intent really working?

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

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1. Build an email list

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

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3. Treat-objections in real-time

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If the price is too high...

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4. Offer incentives

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5. Create scarcity

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6. Do real-time web personalization

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The temperature in Bucharest is great

Result: +60,4% conversions for that category

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7. Recommend products

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Recommended for you

See more>

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8. Reduce the choices

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Result: The revenue/visitor by 81.52%.

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Choice Reduction

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VS

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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

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

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Bfashion is a fashion eCommerce website present

in 12 countries in Europe

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Bulgarian website

Shoes category

Non-filter users

+16% conversions

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Czech website

Dresses category

Non-filter users

+8% conversions

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Greek website

Shoes category

Non-filter users

+8% conversions

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+18,60%Add to cart Rate

100%Statistical significance

+14,2% Conversion Rate

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

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Thank You &let’s meet at Online Marketplace today

or tomorrow!

Thank you!

For more juicy & appealing presentations:

www.omniconvert.com/blog