Why Most Shopify Stores Fail at Conversion Optimization (And How to Fix It) — Marta Rogach | How Customer Behavior Boosts Conversions, Why Mobile Optimization Matters, Why personalization increases sales, How A/B Testing Improves UX (#327)

In this episode of the Ecommerce Coffee Break podcast, we explore conversion rate optimization (CRO) with a fresh perspective. Our guest, Marta Rogach, Business Development Lead at Plerdy, introduces an all-in-one tool that provides actionable insights into user behavior on e-commerce websites. Marta explains how Plerdy's solution helps store owners understand customer interactions, identify pain points, and make data-driven decisions to improve conversions, covering everything from heatmaps and session replays to pop-up optimization and sales performance tracking.

Topics discussed in this episode: 

• Why conversion rate optimization is crucial for ecommerce businesses
• How understanding customer behavior can improve conversions
• Why watching user replays and heatmaps reveals customer behavior
• How pop-ups boost ecommerce conversions and engagement
• What role website speed plays in conversion rates
• How to effectively use data analytics to boost store performance
  
  

Links & Resources

Website: https://www.plerdy.com
LinkedIn: https://www.linkedin.com/company/plerdy/
Facebook: https://www.facebook.com/PlerdyEN/

Get access to more free resources by visiting the show notes at
https://t.ly/Covcl

SPONSORS:

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Transcript

Claus Lauter: Welcome to the ecommerce coffee break in our summer school. This week, it's all about conversion rate optimization. So let's dive right into it. 

Voice over: A top rated Shopify growth podcast dedicated to Shopify merchants and business owners looking to grow their online stores, learn how to survive in the fast changing ecommerce world with your host Claus Lauter and get marketing advice you.

Voice over: Hello and 

Claus Lauter: welcome to another episode of the ecommerce coffee break. Today I want to talk about conversion rate optimization. Now you will ask yourself as I close, you're doing that all the time, but I have a bit of a different angle there. So, and to dive into this topic I have with me today, Marta Rogach.

Claus Lauter: She is the business development lead of plerdy at plerdy. com. Let's get started. And she and her company date, um, dealing with conversion rate optimization on a slightly different level. So therefore I would like to welcome Marta. Hi, how are you today? 

Marta Rogach: Hey Claus. I'm doing very good. Thanks for having me.

Marta Rogach: It's really a pleasure to join you today. 

Claus Lauter: Welcome to be on the show. So conversion rate optimization, obviously a big topic when it comes to ecommerce. Everyone is talking about it. Everyone's trying to figure out how to increase their average order value, their conversion rates to get more traffic converted into buyers.

Claus Lauter: And there's a huge range of ways to do that. A million and one apps out there a million or one specialists out there and everyone's trying to figure out the right way Now, where are you coming from? I think you have a bit of a unique solution Um to approach this topic and I want to learn more about that 

Marta Rogach: Yeah, so i'll give a bit of a background to this So as you stated there are a lot of different ways to optimize for conversion a lot of different strategies and Many businesses jump on, uh, like different things they're trying to run ads to use, uh, different marketing influence for marketing collaborations.

Marta Rogach: But a lot of people are overthinking this first, main, most important things, their own website. And, uh, it is like the face of every businesses. And another top, another side of this is, uh, that, uh, Marketing, uh, and optimization for conversion always has to be based on data. So you always need to have the insights.

Marta Rogach: So at Florida, we connect those dots. We get your website and we give you data about the user behavior on your website. So you know exactly what people are doing, how they are acting. Interacting with your website. So we take the guesswork out of, uh, your conversion rate optimization process, and, uh, we arm you with the actionable insights so you can really understand what people, um, what can.

Marta Rogach: You know, like, uh, what can they be missing on your website or on the other side? What they like about your website what you're doing good and you should like Scale it and do more of that. So flirty. It's basically a business that helps businesses optimize this first most important Channel their own website 

Claus Lauter: Okay.

Claus Lauter: Now most business owners, Shopify store owners or online merchants. One problem that I hear a lot or see a lot is that they don't see the forest because of the trees. There's just so many moving parts in there and they know then want to work on conversion rate optimization, but they don't either have the expertise or the time to learn it.

Claus Lauter: And how do your tools help them to, to dive into this? 

Marta Rogach: So basically conversion rate optimization is not a very hard thing. It definitely takes time. You need to dedicate a few hours a week on analyzing, uh, some data. What we do, we, um, give very, in very simple way, uh, we give this information. In Flurity, we have heatmaps, heatmaps, for example, it's a representation of user interaction in the form of a color dotted places on your website, so you don't need to be an expert in order to understand the hotspots on your website, but it immediately gives you an understanding of the hotspots on your website.

Marta Rogach: The places where people click more, the elements people click more, or the elements people are clicking but they are not supposed to do that. So it's very simple. With the heatmaps, uh, you don't really need to be an expert. You get this understanding, uh, right away after you're checking, uh, the data. Same goes with the session replace, for example.

Marta Rogach: If you notice in the heatmaps, there is some kind of Behavior that you're don't understand why people are doing that. You can go to session replace and, uh, open few sessions to that of people who were specifically on this page and see what's a, you're like a bit spying on your users, yeah, but, uh, it gives you very like quick, uh, information and understanding what you can do better.

Marta Rogach: And very often it's like. It's very simple things. So the button is placed, uh, not in the right place. Uh, or people are just not understanding what does this button mean? You are using the wrong icon for this button. This sinks in, I think. That's why a lot of businesses, uh, are missing, are not doing this because it seems obvious very often if you look at your website, it seems that everything is so clear, everything is so simple, but your customers can be viewing it, uh, in a completely different way.

Marta Rogach: That's why we're giving this information and, uh, Yeah, all you need is just a few hours of your time, uh, to go through this report to analyze it, but it is not, uh, something very complicated and hard. 

Claus Lauter: Okay, no, I think you touched on a very few very important points there. So first of all, you need to dedicate some time on.

Claus Lauter: So you need to watch the replays. You need to watch the heat map. And I think the first step is really going into watching what your users are doing. And I think that, um, replays Um, basically watching your client over the shoulder, what they are doing are the best way to, to learn about your store. And usually what happens is that often at a store, a website is built by a designer, a graphic designer, a web designer, and they are not necessary conversion rate optimization experts.

Claus Lauter: So there's a bit of a disconnect there and, um, the store owner might think they have just spent a couple of thousands of dollars for a new shiny website. And it must be perfect. And then it comes out, if you're watching replays and heat maps, that the user do not really understand what's what they should do there next.

Claus Lauter: What other kind of tools do you offer to help Shopify or merchants with their store? 

Marta Rogach: That's a very good question. Actually, we have Another like, plerdy is an all in one tool, so we have more to our heat maps and session recordings. One important thing specifically for Shopify merchants and for all ecommerce people is pop up software.

Marta Rogach: So pop ups for ecommerce is a really big thing. You can get a lot of Grow your conversions a lot with pop ups and we have different kinds of pop ups. So it can be like promotional offers. Uh, when users, uh, uh, are leaving your website, you can set up this, uh, exit intent pop up, uh, give them additional discount.

Marta Rogach: Maybe this will convince them or at least, uh, collect their contact details. So you can nurture them, follow up a bit later, offering some new information. That's very important because, uh, uh, on the website, you have limited opportunity to, uh, communicate with your customers. There is like no sales person as in offline store that can come and offer something on top of the, um, the existing choice of the customers.

Marta Rogach: So pop up is pop ups are. Uh, a great way to communicate with your users, and it can be set up in a million different ways, um, like triggered by, uh, specific, uh, actions, uh, done on the website or just regular, uh, offers that you are, uh, providing for all with Darcy. Uh, another thing that. We have it Florida is a sales performance tracker.

Marta Rogach: So basically we have an opportunity to track the, uh, transactions, uh, conversion rates, revenue generated, uh, but, uh, like an addition and a unique thing to this is that attribution of this revenue and an impact of specific elements of your website. So, uh, we can show the same way as we are having this heat map.

Marta Rogach: So we can show also, uh, in a specific. Amounts, uh, how much impact, um, each element of the website has on the revenue. So for example, this promotional banner on your front page, uh, brought you like 3, 000 in the last two weeks. So you can choose a specific time range and see the impact of, uh, every element of your website on sales.

Marta Rogach: So this, uh, A very good thing for understanding, uh, uh, not only how many clicks or how many engagements this elements had, but also what is the role of this element? How much value does it bring to your website?

Claus Lauter: We curate content from more than 50 sources, saving you hours of research and helping you stay on top of your ecommerce game with the latest news, insights, and trends. Every Thursday in your inbox, 100 percent free, join now at newsletter. ecommercecoffeebreak. com. That is newsletter. ecommercecoffeebreak.

Claus Lauter: com. And now back to the show. Okay. That sounds like very valuable information. I have never considered that, but I think that falls into the 80 20 rule that 20 percent of your content of your clients and whatsoever bring you 80 percent of your revenue. And if you can really measure what kind of element on your store, on your website brings you money or converts nicely, that definitely helps in making educated decisions on your store.

Claus Lauter: Now, I understand that bloody. Obviously it's a one all in one solution, which makes it sort of stand alone in the marketplaces because all this bits and pieces you offer, obviously there's others in the market who offer each of this. And then you end up with a sort of bazaar of different apps in your, in your store and they do not work well together.

Claus Lauter: How doplerdyrdy work with, with the data that comes in? Is there any kind of, um, reporting tool in there? How, how does that work? 

Marta Rogach: Yes, of course, we have like dashboards in our platform. So, uh, we collect the information about user interactions on the website and then we present it in a nice way on our platform with like overall dashboards which contains the most important information, but also you can check specific pages of your website in a, like, another tab and see, uh, like, the most, the more detailed data about each of the pages of your site.

Marta Rogach: So, uh, of course we have a lot of tools and, uh, uh, sometimes, uh, it's like, uh, maybe confusing to, uh, somebody that you have everything in one. But what we also are seeing that many companies are using our tool across teams. So of course, um, in bigger companies, you have dedicated, uh, UX specialists, designers, uh, separately have CRR specialists, uh, or some.

Marta Rogach: Other, uh, optimization, uh, specialists. And, uh, yeah, we see that, uh, it is a solution that can be used, uh, by many people in a team and everybody finds a bit of, of an information that is the most useful, uh, for him or her. 

Claus Lauter: Yeah, I think there's a huge cost saving aspect as well, because usually you pay for each app that you have, and then at the end of the month, you get a huge bill for all the apps that you're using, and plerdy obviously has everything integrated.

Claus Lauter: So, so what's your pricing structure for, for this? 

Marta Rogach: Uh, so basically our pricing depends on the number of paid views you're getting per day. So the bigger the website, the more expensive the package is, but we're much cheaper than Other tools out there that offers the same, uh, uh, functionality and the same tools.

Marta Rogach: And as you mentioned, uh, it's all in one solution. Uh, so for that price, you receive much more than just, uh, one tool. Uh, but yeah, so the pricing is based on the page views. Uh, but we also have an opportunity to track, uh, only a part of it. Part of, uh, your website. So if you want to track only as a homepage, the category page, uh, uh, pages, uh, let's say check out a cart page, which are considered to be the most important for ecommerce stores.

Marta Rogach: You can definitely set up a recordings only for these pages. And only, uh, they will be tracked. Uh, so it is very flexible, uh, the tracking, the pricing. So we basically can figure out, uh, a good deal for any kind of, uh, a store. And also for as a Shopify, we have an integration with a Shopify. So we have an app, um, that was, um, Done specifically for Shopify.

Marta Rogach: So you don't even need to add any tracking code. You just need to get the app and that's it. It automatically gives you, uh, all the information from Flutter. 

Claus Lauter: Okay. Question in regards to data safety, security, obviously you're dealing there with a lot of customer data. How do you deal with that from your side?

Claus Lauter: Are you compliant with all Yes. 

Marta Rogach: Of course, we're totally GDPR compliant, so customers shouldn't be worried about that. We comply with all of the regulations and requirements. Also, sometimes people are worried about the tracking apps slowing down the site. That's also not the case, so we did everything to make sure that our app is not, our platform is not Slowing down the site.

Marta Rogach: It is not breaking any regulations. Uh, so yeah. 

Claus Lauter: Okay. One thing that I'm always overwhelmed when it comes to all in one solutions is, um, the learning time. So how long does it take me to, To get really up to speed and to use it. Now, if you have a couple of different features in there and you said you don't need to start with all of them at the time, but what's the usual timeline that somebody starting with your solution, how long will people need to get started?

Marta Rogach: So basically, uh, If you want to get started with only one solution, let's say heatmaps, uh, you can definitely do it in one day. Uh, and the same goes for every tool. It's really not that complicated. Of course, uh, if you want to, um, like learn everything, learn all of the, about all of the possibilities that Flutter has, uh, it may take, uh, For around a week or two to get to know everything.

Marta Rogach: But we also make sure that, uh, uh, your onboarding, uh, our customers onboarding is smooth. Uh, and whenever they need some assistance or some in person meeting for, um, Onboarding, uh, we're very responsive to that. Uh, I personally have been recording as a whole, like, uh, tutorials, uh, for our platform, so as this process of learning how to use Flurity, uh, it's very simple and you'll Uh, get some help from our side.

Marta Rogach: Uh, but I guess that mostly our customers, uh, are doing well on their own. And, uh, yeah, it just takes a few days to get started. 

Claus Lauter: Okay, good point. You mentioned their question from my side. You said your customers. Now I see some big names on your website. I see Subaru. I see Honda. I say who is and so on.

Claus Lauter: Who's your perfect customer? Who can use your solution? 

Marta Rogach: So, uh, you know, I sometimes compare like, uh, uh, flirty with Google analytics because it is, uh, Solutions that can be used by anybody who has a website. Uh, if you have people that are coming to your website, interacting with them, clarity is a must have tool, uh, for you because it gives you this valuable insights, but if you're talking about like ideal customer profile, about people who are customers who will get the most value, of course, uh, ecommerce, uh, stores and retailers, uh, uh, will probably be the.

Marta Rogach: Best fit here because as those websites usually have a huge amounts of traffic, uh, on this traffic with this amount of traffic, you can really get the most, uh, correct insights and understanding of, uh, you know, you can run a lot of AB tests, uh, split your users and check like how's their, um, you know, Reacting to some changes you did on the website.

Marta Rogach: Uh, so definitely websites that have a lot of traffic, it is a perfect fit because it will be just easier for them to get the most value, uh, from, from this report. So I didn't, um, taking into account, uh, this bunch of other tools and software like pop ups, uh, uh, sales performance tracker, which are, uh, Also the most useful for ecommerce stores.

Marta Rogach: Uh, that's, that's why basically they are as a best fit for, uh, for the solution. 

Claus Lauter: Yeah, good point there. Have some traffic. Um, you need to have some statistical significance, um, to make decisions. Otherwise all the tools in the world will not help you. If you only have 500 visitors a month, conversion rate optimization might not be in your league now.

Claus Lauter: What would be a golden nugget or a tip for someone, um, thinking about, um, using plerdy and, um, to get started? What would, what kind of homework should they do from themselves first before they come to you? 

Marta Rogach: I think the most important thing is To really understand that, uh, there is probably, there could be some quick wins with conversion rate optimization, something that you can immediately see change and it will give you like conversion rate, conversion rates will grow, but also you need to understand that same as SEO, probably conversion rate optimization takes time.

Marta Rogach: It takes a lot of different tasks, A, B tasks. So, uh, and it is also important to remember that, uh, uh, when we look at our websites, we may not notice a lot of things that our customers, uh, uh, seeing it completely different ways. So you should never stop. Changing something and testing different approaches by using the information, not from your own perspective, but by using the information your customers are basically giving to you.

Claus Lauter: Okay. Yeah. Don't rely on your own. I said, um, you can't see the forest because of the trees and, um, your old. As a store owner, you're always biased. Um, so therefore absolutely good advice there to trust the data. Um, so if somebody wants to approach you and wants to try it out, is there any kind of demo or trial?

Claus Lauter: How can people get started? 

Marta Rogach: Uh, yes, we actually have a trial, two weeks trial. Uh, we also have, uh, like a free version of Flirty, uh, free forever. Of course it's limited, uh, but you can. That's us as well. Uh, we have, uh, an opportunity to book a live demo with one of our specialists. So they will, they can walk you through this platform, show you everything, because of course there are a lot of different, uh, tools and solutions, uh, uh, in 30.

Marta Rogach: So yeah, just go to 30. com, uh, and check it out. 

Claus Lauter: Okay. That already answers my question where people can find out more. So plerdy. com is the domain. I will put it in the show notes that people can just click and get to your site. But thanks so much for your time. I think that was a very good insight. I always recommend looking deeper into conversion rate optimization.

Claus Lauter: Now, obviously I'm dealing with that. I'm also biased, but it makes a difference in the business if you. Basically double your conversion rate, you double your business. And therefore it's a good time invested in going deeper into this topic. So thanks so much for your time and talk soon. 

Marta Rogach: Yeah. Thanks for having me.

Claus Lauter: Bye bye. 

Marta Rogach: Bye bye. 

Claus Lauter: Hey Claus here. Thank you for joining me on another episode of the ecommerce coffee break podcast. Before you go, I'd like to ask two things from you. First, please help me with the algorithm so I can bring more impactful guests on the show. It will make it also easier for others to discover the podcast.

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Claus Lauter: Every Thursday in your inbox, 100 percent free. Join now at newsletter. ecommercecoffeebreak. com. That is newsletter. ecommercecoffeebreak. com. Thanks again, and I'll catch you in the next episode. Have a good one.