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