Keeping online shop visitors from bouncing
Analyzing the underlying cause for low conversion rates on the online shop of a global e-commerce client
The Deloitte Neuroscience Institute helped a global e-commerce client to understand why visitors leave the online shop and how conversion rate and online revenues can be increased.
The business issue of our client
The client provides exclusive products from retailers to selected clients via his online shop. Due to low conversion rates, the client successfully initiated marketing measures to drive increased customer response, however the bounce rate remained high. Thus, the client wanted to understand the underlying cause for the low conversion rate and to find the reasons why so many online shop visitors leave without buying anything.
Our delivered value
The Deloitte Neuroscience Institute provided insights regarding online shop visitors’ behavior and helped the client to define an adequate value proposition as well as a precise way to communicate the value proposition to its target customers. Additionally, the Deloitte Neuroscience Institute enabled the client to enhance the emotional appeal of the products in the online shop by embedding them into their specific context of use.
Our approach
The Deloitte Neuroscience Institute equipped participants with an EEG headset in order to analyze their unconscious website perception as well as their motivation-to-buy. In addition, participants’ eye movements were tracked with a stationary eye tracker while participants where using the online shop.
