How Avon increased conversions

I've traveled more than 200,000 kilometers in my last year. It's been a crazy year for me. And I'm also a serial entrepreneur. I've built so far four companies. I've got an exit from one. I've completely failed on one. And two are steady and growing right now. This guy over here thinks I'm his hero. And he truly believes it. And two years ago, he thought that I can swim exactly like this guy. The main problem was that actually I was doing like this because I've always, always hated to go to the water. So I was looking more like this horse over here when I got to the water. So I've started to do baby steps so that I learn how to swim because my five years old kid wanted me to swim and to show him how to do that. I couldn't disappoint him. So today I'm going to speak about small steps towards your objective because anything can be achieved if you take the small steps. The thing that I'm going to present about is the e-commerce conversion rate. So mainly right now, the e-commerce conversion rate is between 0.5% to 2%. That means best case scenario, only one out of 50 people are going to convert. You're going to transform them into a transaction. So that means 49 of them are going to be completely wasted and you don't know why. Every e-commerce website needs to get their visitors from the landing page towards the thank you page. And it's doing actually this process. So you get traffic to go to the category page through search and filters. And then you go to the product page. You go to the cart and check out. And at the end you convert. So mainly these are the small steps that allows any e-commerce marketer to transform a visit into a conversion. And during this session, I'm going to talk to you about the micro conversions and the power of the micro conversions. So mainly what's a micro conversion? So we need to measure the search rate. We need to measure the product view rate. We need to measure the filter usage rate and the add to cart rate. So mainly these are micro conversions. Like how many visitors are actually using the search? How many visitors are actually looking at your products, are using the filters, or are adding to the basket, the products? And also there are the, let's say, non-transactional micro conversions, like email subscribers or visitors which are going to the contact page or about us page. So what can you really do in order to improve your micro conversions? So the simple process is to do like this. You find out the real barriers. You build hypotheses. Like, if I'll change that, then this is going to be improved. You change the experience of the visitor and then you measure the results. The advanced methodology looks like this. So you have the conversion research which has two ways. You have the quantitative research and you have the qualitative research. The qualitative research allows you to build a buyer persona. Sorry about that. I need to go back, back. Back. Okay. You build a buyer persona. You do surveys so that you can find the real pain points and the real needs of each of your buyer persona. You do session recordings and you find out what works for which person. And then you do the quantitative research, which means deep diving into your analytics. You build segments and then you do A-B testing for each relevant segment and for each relevant page. You do like A-B testing for the product pages, A-B testing for the category pages or the checkout pages. And then you do personalization. You transform this into micro conversions and then you transform them into conversions. If it's not working, then you do remarketing. Okay. But if it's not working with the remarketing as well, then you've just wasted your traffic. So not using an advanced methodology means throwing money out of the window. So last year alone, $62 billion were wasted by e-commerce websites worldwide on pay-per-click advertisement. So mainly what they've done is that they've got visitors to their landing pages and then they've had only one landing pages or only one version and they were not actually doing A-B testing to find out which was the best scenario to convert those visitors. So what is the first step? So what we do know is that nothing important has ever been discovered without the proper exploration. So the first thing is the research from this methodology. So what would you call a doctor which is not using an x-ray to treat your broken bone? So if we are trying to fix a problem, if we are trying to change our website, if we are trying to change the text without knowing which is actually the problem, which are the reasons that stops your visitors to convert, then we are just throwing out money on the window, hoping for the best. So the first thing that you need to do is find out what stops your visitors from converting. The first thing is to actually find out the reasons to buy, the barriers to buy. During the visit, you need to find out the buyer persona and the real needs. You need to do the choice reduction by using the surveys. You need to find out the motivations which are internal and external as well. And then after the purchase, you need to find the net promoter's score, the satisfaction level and the customer feedback. So mainly that's what you can do with the surveys. And this is part of the qualitative research. Not knowing what stops your visitors from converting, from buying, means that you are that doctor that goes directly to treat the disease. Going further, what types of questions you will need to be asked? You will need to find out how many of your visitors are actually finding what they were looking for on your website. An average is around 60%. So mainly the benchmark that you need to look at is that 60% of your visitors are actually finding what they were actually looking for on your website. So that means 40% of them need to actually be redirected to the products that were important for them. Which are the most important barriers that are stopping them from buying? Not knowing the barriers means not treating the cause. What would convince them to complete the purchase? So these are really important questions that you need to find their answers. So going further, we have this case study from Avon, which is the world's largest direct seller in the beauty industry, with over 10 billion in revenue per year. So they wanted to increase the performance of their makeup category. So they didn't know what to do. So we've started a process with them, analyzing their website and doing the research by deep diving into analytics and by looking at with the surveys what stopped those visitors from the makeup category from buying. So looking at the data, we found out that the visitors were not converting because the visitors which were converting were using the filters to match the colors of their eyes. So the conversion rate for the ones which actually used the filters was five times better than the ones which weren't using that filter. So the main microconversion in that domino puzzle, that domino game was to make them use the filters. So another problem that we found through the surveys is that they weren't sure enough that the products will match their eyes colors. So mainly we had two problems. But the main reason was only one. The lack of trust that these products are going to fit them. So the next step that we've done was to add the help of an expert to get the visitors down the funnel from the moment, from the step where they didn't know what to do to the step where they've started to understand that these products are for them. So this lady, which is a real expert, was addressing them with this question, what's the color of your eyes? What is the color of your eyes? And also, besides asking them on exit intent, at the end of the visit, if they weren't performing the action that they were supposed to, like using the filters, that overlayer came in and she was asking them if they need some help and what's the color of their eyes. Going further, they've stayed consistent. After they were asking what's the color, they've been directed to the right landing page where they've had only makeup products for green eyes or for blue eyes or for brown eyes. And moreover, they've stayed consistent on the next step, on the checkout. They've started to do these games, let's say, being consistent, like green-eyed people are generally mysterious and they've started to do a conversation according to the data that they've gathered. So the engagement results for different colors of eyes were like this. So they've doubled the page views for green eyes, they've almost tripled the page views for brown eyes, and they've increased the number of page views with 73 percent because it was exactly what a normal expert and a sales assistant is actually doing with a woman. So she's asking things and based on that, she's presenting the solution. So first you find the problem and then you treat it with your solution. And the overall results with this, in this case studies, are like this. So they've reached 43 percent more add to cart rate, they've almost doubled the conversion rate for this category, and the statistical significance is 100 percent. So mainly that's what you can do if you start to actually talk with your audience and not hope for the best and not focus on getting more traffic because getting more traffic to a site which is broken is not a solution and is not going to be a solution. So the overall results for the website only by this category was increasing the total conversion rate with 20 percent. So the next step is to understand what we've actually done. First we've used the on-site surveys and the web analytics, then we've reduced the anxiety over the eye color and the eye shadow colors, and then we've brought in an expert to narrow down the choices, to reduce the choices. So the next steps for this project is to extend the research and the personalization to other categories and to do personalized remarketing based on these data. So for the woman which are having blue eyes, there are different products than for the woman which are having green or brown eyes. A few things about us, how we've done this. So we are marketizator. We are actually the world's first integrated conversion rate optimization platform. We empower marketers to do all this methodology for conversion rate with a single dashboard. So you can do surveys to give a voice to your website visitors and find out things about them. You can do A-B testing to improve the pages based on solid data. You can do personalization in real time based on more than 40 data points like the weather conditions, the traffic source, the history, the lifetime value or the name of your customer or of your existing customer, and you can do this by using the segmentation. Right now we're working with Samsung, with Deutsche Telekom. We are actually working with more than 9,000 websites worldwide. We have more than 3.5 billion visits each month. These are a few of the companies that we are working with. Mainly there are e-commerce websites, publishing websites and lead generation websites that are using us. And at this moment we are the highest performer according to G2 Crowd. So in winter 2016 we've got the highest score in terms of satisfaction level for all the conversion rate optimization tools out there. And thank you. That was it. If you have any questions, now it's a good moment because I've saved three minutes from my presentation and if you want to meet with us, we are right at the entrance. Thank you.