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Qualitative Research in Conversion
Optimization
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Hello!I am Andra Baragan
Passionate optimizer
Head of CRO at Marketizator
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‘’Nothing important has ever been discovered without proper exploration.
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What we will talk about
Qualitative Research
How you can apply it to your business
Case studies
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Average Ecommerce Conversion Rate
2-3%
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Youwill gain clarity to get the most out of those
97%
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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
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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
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The power of asking the right questions
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How would you call a doctor that treats your broken bone without an X-Ray?
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Qualitative Research
Is one of the best X-rays you can do on your website
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Qualitative Research
Find out where it hurts and apply the treatment
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Surveys
1.Find out who your customers are
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Surveys
2. What they want
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Surveys
3. How they feel about your products
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Surveys
4. What is driving their decisions
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Before the visit
Purchase intentionReasons to buyBarriers to buy
During the visit
Real needsChoice reductionBarriers to buyMotivations
After the purchase
Satisfaction levelNPSCustomer Feedback
When can you do surveys?
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On-site Surveys
> Find out why they came to the site
> Have they found what they were after?
> Which barriers are stopping them?
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What made you abandon the purchase?
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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.
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Optimization Goal
Drive more traffic to the product pages and improve conversion rates
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On-Site Surveys
Pain Points Revealed
Developed Testing Hypotheses
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Through the help of
On-site Surveys
A/B Testing Web Personalization
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Web Personalization
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+18,2%Add to cart Rate
99,9%Statistical significance
+ 39,9% Average Order Value
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Case Study 2
Avon, the world's largest direct seller in the beauty industry, with over $10 billion in annual revenue.
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Avon wanted to increase the performance of the make-up
category.
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Step 1:
Why this category is not performing so well?
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After deep diving in Google Analytics
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We’ve found out that the main micro
conversion for this category was the usage of the “eyes color” filter.
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After running surveys with Marketizator...
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The visitors weren’t sure enough that the products will
match their eye colour.
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Step 2: Web Personalization
So, we’ve added the help of an expert to get visitors down the funnel
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On-Site Surveys + Web Analytics
Anxiety over eye color + eye shadow color
Bring in an expert & narrow down choice
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Added an expert through on-site survey
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Added an expert through on-site survey
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Asked their eye color + personalized recommendations
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Asked their eye color + personalized recommendations
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Re-engaged the visitors through on-exit intent overlayers & increase the email list
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We’ve stayed consistent on the cart page by showing info on their eye color
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Web Personaliza
tionA/B Testing
Through the help of
On-site Surveys
Web Analytics
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Engagement results
+111% more page views
+292% more page views
+73% more page views
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+43,60%Add to cart Rate
100%Statistical significance!
+98,2% Conversion Rate
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Next steps
▣ Extend campaign on other categories▣ Deliver personalized experiences on
remarketing ads
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The magic about conversion rates
+6%Monthly incremental increase in conversion
rate
=90%
More conversions in a yearWithout paying anything extra for traffic
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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
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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
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>8000 websites >3,5 BN visits / month
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Find out why Behavior insight surveys + analytics
Test different messages & layouts A/B testing editor
Segment the traffic to be relevant Web personalization
Marketizator:World’s first integrated CRO platform:
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‘’Now it’s your turn.
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‘’
Let’s explore together at our booth, A12.
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Thanks!Any questions?
[email protected] ://www.marketizator.com