The event's lectures were divided into Tracks and on the first day I delved deeper into the track focusing on User Experience (UX) and Conversion Rate Optimization (CRO) . Speaker Gerson Ribeiro, Co-Founder and CEO of Vitrio, presented several tips on how to increase conversions in e-commerce, such as:
Fully understand the customer's purchasing journey , the importance of the physical store in the online purchasing process and the importance of online in offline purchasing;
Have a purpose before you even start investing in network marketing contact list an e-commerce platform;
Nowadays we can only talk about performance if there is a data culture , professionals specialized in BI, modeling and preparation of complex data are becoming increasingly necessary;
Based on data, through AI and Machine Learning methodology, we must increasingly know our customer and work on One to One Communication ;
Investing in reducing website loading times and in good e-commerce design and UX is essential. Currently, physical stores invest heavily in customized visuals according to the region, while the same does not happen on websites.
Purchase Journey - Omnichannel
Check out all the insights and learnings about AI and data analysis that the Hubify team had at the Ads and Performance 2019 event!
Another point discussed on the first day of the event was the Omnichannel communication strategy , which aims to connect all channels used by the company and its relevance in the Purchase Journey. Speaker Pedro Ivo, Director of Dito CRM, warned us of the importance of having a 360° view of the consumer and that only 2% of Brazilian companies cross-reference the available databases. The results of a survey conducted by Dito on the Omnichannel Purchase Journey in retail were presented, with interesting points as follows:
There are an average of 9.5 online interactions before purchasing in a physical store;
The more interactions in e-commerce, the greater the chance of conversion in physical stores;
On average, the last online interaction occurs 3.4 days before the purchase in a physical store;
On average, 25.7% of purchases in physical stores had previous online interaction;
The greater the omnichannel maturity, the greater the influence of online on offline purchases.