OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE During this session, we will discuss optimization hacks that eCommerce organizations can adopt to make their visitor journey delightful and increase checkouts. We have seen some of our clients improve conversions by over 10% just by adopting a few of these! We will also showcase a success story of a prominent eCommerce player and discuss the approach they adopted to improve conversions and checkouts.

2. 9:30 - 9:45 am PT 11 - 11:45 am PT
TINUITI PRESENTS:
BUILD A CART ABANDONMENT
RECOVERY STRATEGY VIA SOCIAL ADS
Today’s Timeline
VWO PRESENTS:
OPTIMIZING THE POST-CLICK
EXPERIENCE TO IMPROVE
CHECKOUT RATE
BOUNCEX PRESENTS:
ADVANCED TACTICS FOR A
FULL-FUNNEL TRIGGERED EMAIL
PROGRAM
10 - 10:45 am PT
1 - 1:45 pm PT12 - 12:45 pm PT
TINUITI PRESENTS:
CART ABANDONMENT STRATEGIES TO
CLOSE THE FUNNEL
TINUITI PRESENTS:
IMPORTANCE OF AN
INTEGRATED MEDIA STRATEGY

3. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Analicia Santaella
Partner Coordinator

5. Rohit Dey
Head of North America Business, VWO

6. Three things have drastically changed
Why is CRO worth the effort?
Audience
Expectations
Audience
Behavior
Marketer’s
Goals

7. Your target audience expects
great CX at every touch point!
Including your website,
landing pages, product pages
etc.
Audience Expectations

8. Be Relevant or Lose Customers
There is no middle ground.
70%
of business buyers says it’s absolutely critical for companies to
provide a personalized experience.
74%
of business buyers conduct more than half of their research
online before making an offline purchase.
75%
of B2B buyers would purchase again from suppliers that
offered omni-channel capabilities.

9. People used to shop in a linear pattern.
Linear Click Based Model
But, that’s no longer the case.
Audience Behavior

10. People now shop in more ways than ever before.
10*
Touch points on an
average to generate a
qualified lead
*https://www.onlinemarketinginstitute.org

11. The Evolution of Marketing Measurement
1999 - 2008 2009 - 2018 Today - Beyond
The Click Era
Marketing success is
measured through
clicks, but click fraud
creates big issues.
The KPI Era
Marketers go beyond
clicks with metrics like
VTC and start to
explore data-driven
models for attribution.
The Impact Era
Tie marketing to
revenue with deep
insights into the
journey and verify the
touch points that lead
to sales.
Marketer’s (YOUR) Goals

12. Increase Revenue
VWO Survey Results:
What is the primary conversion goal of
your website?
Generate Leads
More Engagement
Others
48%
41%
11%
1%

13. An Effective
CROProgram
Kill three birds with one stone!

14. So What Does It Take To
Winning with CRO?

15. The Gap!
Source: ConversionXL, Econsultancy

16. What restricts you from scaling
your conversion optimization
efforts?
No optimization roadmap/framework
Institutional issues like low traffic
Difficulty in understanding A/B test
results
Poor applicability of CRO tools
28%
37%
9%
8%
Lack of buy from the leadership team 7%
Other 11%
VWO Survey Results:

17. Key Pillars of a Successful
Conversion Rate Optimization Program
Research
Tracking metrics and identifying what parts of conversion
funnel need fixing
Hypothesis
Constructing educated hypothesis, based on your research
Prioritize
Planning and prioritizing your hypothesis
Test
Testing your hypothesis against the existing version of
the website
Measure/Learn
Deploying the winning hypothesis and/or gathering
learning for subsequent tests
Understand Audience Behavior
Improve Audience CX
Improve Conversions/Revenue

20. Progress Indicators Distractions
Does your checkout process provide pathways to
distraction?
Eliminating alternative paths and re-engineering
header equaled
17% increase to overall conversion.

22. Category Layouts
Tweak how you present your category filters
Goal of increasing PDP views
“Sticky” header in test, condensed with dropdown
30% lift in category to product page progression

24. Pricing Presentation
Isolate where you may have
“information overload”
This product page test eliminated warranty
steps from product page and were rendered
post cart-add via modal
25% add to cart increase, 27% conversion
increase overall

26. Security Assurances
Do not underestimate messaging
power within the three key areas:
Security, Guarantees, Shipping
9.3% lift in conversion after adding in
additional messaging that reiterated
these areas

28. Auto Zip Lookup
Re-created the page to lead with zip code
before city/state
Using third party API we are able to populate
the city/state field
Increased overall conversion 7.8%

30. Add to Cart Response
Experiment with actions, post cart add
(click)
Tested right to the cart, modal with
recs, modal without recs
Modal without equaled 20% conversion
rate increase over control

32. Customer Type Targeting
Goal: Make the re-ordering
process easier
Cookie returning customers and speak
differently to segment with re-order
messaging
8% increase in overall conversion
Control
Variation

33. Get Free Live UX Analysis Of Your Website
Shoot an email at americas@vwo.com

34. Q & A
Rohit Dey
Head of North America Business, VWO

35. 9:30 - 9:45 am PT
VWO PRESENTS:
OPTIMIZING THE POST-CLICK
EXPERIENCE TO IMPROVE
CHECKOUT RATE
11 - 11:45 am PT
Today’s Timeline
10 - 10:45 am PT
1 - 1:45 pm PT12 - 12:45 pm PT
TINUITI PRESENTS:
IMPORTANCE OF AN
INTEGRATED MEDIA STRATEGY
TINUITI PRESENTS:
CART ABANDONMENT STRATEGIES
TO CLOSE THE FUNNEL
BOUNCEX PRESENTS:
ADVANCED TACTICS FOR A
FULL-FUNNEL TRIGGERED EMAIL
PROGRAM
TINUITI PRESENTS:
BUILD A CART ABANDONMENT
RECOVERY STRATEGY
VIA SOCIAL ADS

36. Please hold for our next presentation starting at 1pm PT / 4pm ET
TINUITI PRESENTS:
CART ABANDONMENT
STRATEGIES TO CLOSE THE
FUNNEL