How can you drive growth

by asking questions?
Valentin Radu
CEO & founder Omniconvert

> Serial entrepreneur from Bucharest

> Founded 4 companies (1 exit, 1 failure, 2 running)
 Economia experientei
PLEASURE

PAIN
THE WINNING COMPANIES
ARE DELIVERING POSITIVE
EMOTIONS TO THEIR
CUSTOMERS
 Positive Action, high
memorability

Emotions

Negative
Experience

No action, low
No emotions
memorability
Source: Nielsen Consumer research
 CAN WE MEASURE THE
IMPACT OUR PRODUCTS/
SERVICES HAVE IN THE MINDS
OF OUR CUSTOMERS?
 YES:

NET PROMOTER SCORE

47 69

47.4 20

43 -21

-1 57
Standard amplification
methodology
Acquire traffic

Deliver the
goods/ services

Smile > One size fits all

Measure the > nose-driven

impact
Or not :) > hard to perform with it
Advanced amplification
methodology
 Improve
everything for
Do the detractors (in
segmentation real-time)
Do research about
buyer persona
Do special remarketing
Measure the Net campaigns for
Promoter Score detractors and...
Get pain data

Prepare a different
Smile and ask for Web experience with
Prepare a great recommendations personalization
web experience from Promoters

Measure the Net

Promoter Score and
other questions

At least you’ve
tried everything
WHAT IF WE CAN PERSONALIZE
THE WEB EXPERIENCE
ACCORDING
TO THE NPS FOR EACH VISITOR?
AND WHAT IF WE CAN
MIX IT WITH THEIR
SOCIAL INFLUENCE?
NPS SEGMENTATION
 NPS: <4 (PISSED-OFF DETRACTORS)

Actions to take:
- special treatment
- transform them into fans
TICKING BOMBS
 NPS: >9 (POTENTIAL LOVERS)

Actions to take:
- over-deliver to them like crazy
- give them forever special deals
(much more efficient and cost efficient
SUPER FANS than the regular 10% off for everyone)
POSSIBLE ACTIONS TO TAKE FOR YOUR SUPER FANS

1. Send a gift at the next order (surprises > positive emotions)

2. Send a personal hand-written thank-you letter
3. Record a video with the team and their name (works better
for b2b companies)
4. Take real-time action after they complete the survey, based
on their actions (you can do this in Marketizator)
3000 birthday cakes sent to the
Super Lovers
BEFORE
AFTER
More about NPS:

http://resources.omniconvert.com/nps-ebook
CASE STUDY
Avon wanted to increase the performance of make-up category.

www.omniconvert.com
Step 1

Research - Why this category is not performing so well?

After deep diving in Google Analytics + Surveys with Omniconvert…

We’ve found out that the main micro conversion for this category was the usage of
the “eyes color” filter.

And that the visitors weren’t sure enough that the products will match their eye
colours.

www.omniconvert.com
Step 2

Web Personalization

So, they’ve added the help of an expert to get

visitors down on the funnel

www.omniconvert.com
Step 2

They have re-engaged the

visitors on exit-intent to
increase the number of
respondents

www.omniconvert.com
 They’ve stayed consistent
on the cart page by showing
their eyes colour.
Engagement results

+111% more page views

+292% more page views

+73% more page views

www.omniconvert.com
+43,6%
Add to cart Rate

+98,2%
Conversion Rate

100%
Statistical significance
 Overall results:
+20% more conversions

www.omniconvert.com
 Proud to work with

And for 14599 other users

Two month free Omniconvert code:
DMF2OMNI
May you constantly surprise
yourself with your great results!