It is time to understand your customers better and, by doing that, to improve your conversion optimization. Forget everything you thought about massive redesign projects and gathering masses of data. According to André Morys, understanding the underlying reasons and analyzing customer behavior is the key to getting more conversions.
Ten years ago, André started doing conversion optimization. However, he says it was the wrong time to start doing it, as that was the time where Google started AdWords. That meant that people were scaling their businesses by generating more traffic, and André was the only one telling them that they could get more conversions.
Today André works with around 50 of the brightest people in Germany as consultants. They work together at the agency konversionsKRAFT. Most people know André as a speaker, but in Germany, he is known as a blogger and has recently started developing tools to make ecommercers more efficient.
Here are the major takeaways from the André Morys interview:
- Stop searching for golden nuggets. By that, André means you should stop copying what works for others and be innovative instead.
- User research is the best and cheapest way to gather loads of valuable data on your users’ behavior. Invite two people in and give them a scenario or a task to solve and track how they do.
- Mobile devices should not be seen as channels in themselves. They are just different devices, and you must analyze your customer journey to find out, how your users use the mobile version – and adapt to that.
Let’s find out what those golden nuggets are, how to improve the conversion rate, and what to do with that mobile version. Rock on!
What is conversion optimization?
André actually hates that description, so we’ll just go ahead and call it “growth rate optimization.” He says that it is a continuous process – so it only works if companies start to set up a continuous improvement process.
André thinks it is similar to traditional quality management. You measure the quality, find points of improvements, and control if it works. That methodology leads to better growth rates.
At the same time, it involves the transformation from project-driven marketing to agile, data-driven marketing. For ecommercers, all of these factors are interesting and beneficial.
Listen to how André thinks ecommercers can benefit from growth rate optimization:
Stop searching for the golden nuggets
When you look at e-commerce shops, you will realize that they all start looking more and more alike. André has realized that e-commercers are moving themselves towards the same design patterns.
It is common for every shop to have a big animated teaser on the home page as an example. Suppose some company at a conference presents an A/B test for changing its layout of its cart completely and says that it increased the company’s sales by 20%.
If this happens, everyone will start taking photos of that new layout because they want to differentiate themselves – you get the irony, right? Everyone is looking for wisdom and best practices to apply, but that is not the way to go.
Hear what André thinks is more important when you are looking to improve your business – and how to find those famous golden nuggets:
Should we stop learning from each other?
If you look to the car manufacturing industry, some things will always be standards. For example, every car has a steering wheel and four wheels. No one doubts that this is the best way to make a car.
It is the same with e-commerce. There are many standards that you can use the way everyone else is. Then there is a model called the Kano Model.
According to this model, there are different factors at lower levels that are really needed in order for something to work: the hygienic factors. If a toilet isn’t clean, you’ll dislike it, but if it is clean, it is normal. The same thing applies to ecommerce. If the shop isn’t working properly, you have a problem with the hygiene.
That factor is needed in order for customers to actually be able to buy something. Ecommercers should realize what factors they can just copy or standardize and what factors they should differentiate on by studying the Kano model.
Growth rate hack on a limited budget
Start doing user research to learn about your visitors. This is the cheapest research you can do, and you’ll learn the most from it. Start inviting two or three people a day and use them as a source of inspiration.
Give them a scenario, a problem (like: you need to buy black candles for a Goth birthday party – what do you do?), and see how they act to solve that problem. What do they search for, what ads do they see, and what do they think of the competitor’s website?
Collect the insights and prioritize them – what little quick-wins can you implement now? What learnings should result in a bigger project in the future? You can do a lot of things with the data you get.
If you are changing something in your shop and are hoping for an uplift, then you must understand that your changes don’t result in the uplift; the users do! The users – your customers – change their behavior. You change the trigger, but the users are the ones who are acting differently.
Become a smarter e-commercer with André Morys’ growth funnel and three step guide
At konversionsKRAFT, employees ask themselves three questions to get a better idea of the impact of the changes. You now have the chance to get your hands on these questions in order to implement changes in the best way possible and become a smarter growth hacker + André Morys’ growth funnel.
Understand your customers better with quantitative analyses
André doesn’t actually use the most popular tools – he doesn’t use Analytics to find weak points in a shop. He says he needs qualitative tools to find the reason behind the problem, and not quantitative tools just telling him something about the amount.
André loves Hotjar. He finds that the tool has the right mix of data – it can tell him how deep users are scrolling, and it can do mouse tracking and show where people are clicking.
Hotjar can be used instead of real user testing. Eye tracking and heat maps are actually a quantitative method, as it gathers a large amount of data – it doesn’t tell why people are looking where they are, it just tells you where. André still likes it, as it makes user behavior visible, and helps him find out why.
When André conducted user research they did eye tracking as a standard – and that means they equipped people with real eye trackers.
The people will be shown a page for 5 seconds and are later asked what they remember the best from that site – compare that to the heat maps and things will make a lot more sense. Listen to André explain why:
Has the mobile game changed?
The ecommerce mobile world has changed massively, and the mobile world is changing the ecommerce world dramatically. The more channels you are working on, the more complex it gets. André does not see mobile as a different channel but as a different device.
We know that mobile users are affecting the channels. konversionsKRAFT has a low mobile conversion rate, and it thinks its mobile version sucks – but that was not the case. 100.000 customers each day are in a real store and use their mobile devices to compare prices, so they do not have the intention to buy. That is why the mobile conversion is low.
Ecommerce managers should begin to understand this intersection of different channels by doing a proper customer journey analysis. Start with your customers, take on a persona, and try to understand their customer journey – think backwards!
‘This is Jon; he has this car; he is looking for X. How will he start that process? He will ask friends, go to a store, use a mobile device to compare prices, and go to your site’. Where is your mobile version placed in this story?
That will help you understand the journey better and help you adapt your devices to the model.
What is the future of conversion optimization?
André thinks it will completely change the way e-commercers work. The idea of agile working will change: it will become more agile and much more data driven.
This will totally change the way we make projects. Doing major redesigns is a bad idea. After all, as you change so many things at the same time, so many things can go dramatically wrong.
That’s all folks. It was really interesting to read how André prefers qualitative tests instead of quantitative tests – it really made me rethink my opinion of heat maps and only asking a few people to do a user test.
Have you ever tried working with heat maps? And did they help you? Please comment below and share your experiences with other e-commercers.