A beginner’s guide to boosting ecommerce conversions

Good morning, good afternoon, everyone. Thanks for joining us for this webinar, commerce webinar on a beginner’s guide to boosting e-commerce conversions. I’m Manu Nanegri and today I’ll be co-hosting this webinar with Kritika, customer success strategist and specialized on Adobe Commerce platform. Kritika? Hey, everyone, this is Kritika. I am the customer success architect for Adobe Commerce and I’m thrilled to welcome you to this exciting session today where we will unveil some captivating insights. So stay tuned. Thank you. So today we would like to talk about something that is top of mind of most businesses operating in an e-commerce business. This objective, some of those objectives are about driving sales growth, right? It’s about acquiring new customers and nurturing existing customers. So we, businesses want to make sure that their websites are optimized to convert those visitors, new visitors, new traffic that you’re driving to your site into a paid customers. And all of this while delivering a seamless and user experience for the online shopping experience because this play a pivotal role in gaining and retaining your customers trust. Now all of this doesn’t come without challenges. You need to constantly keep pace with ever evolving technology. We have seen in the last 12 months what AI has done in the world and this doesn’t come without challenges. You need to satisfy multiple customer segments potentially into many countries and all of this while ensuring that you have a strong online presence through effective search engine optimization in this complex and competitive market. Now just a few numbers here. 77% of cards are abandoned as an average. This is globally across all industries, but this is a number that we all want to reduce. And 24% of retail purchases are expected to be online by 2026. And this represents about $8.1 trillion. So if you want to get a bigger slice of this cake, of this market share, well, you need to optimize your customer acquisition cost but also optimize your conversion rate. Now what is e-commerce conversion rates and why does it matter? Well first of all, there are some contextual factors in conversion rates. Selling a high-end product isn’t going to have the same conversion rate as selling a $10 hat, for example. Or a store with hundreds and thousands of loyal customers will convert most likely better than some cold boat traffic of a social media network. So that’s a bit of a baseline that you need to keep in mind, these are some contextual factors. Now, why is conversion rates important to your business? Well it directly impacts your revenue and profits. So understanding how it works and understanding how to make it better, how to improve it is going to help you, help you with your bottom line. And essentially it reflects the efficiency of your website, getting a customer doing a desired outcome. So in case of an e-commerce site, for example, the bottom line is about buying your product. So it’s about converting a visitor into placing an order. The formula for a conversion rate is pretty simple in this case. It’s about the number of orders divided by the number of visits divided by hundreds. And this gives you the percentage. Now I’ve been asked a lot of time about what is the average conversion rate that I’m supposed to compare with and what is a benchmark. Well overall, globally, all markets, all industry together, it’s about one and four percent. But this is something that depends. It depends on a lot of factors. Before going on to the next slide, I think it would be great to get a bit of a pulse from you guys about, to know about if you know your current website’s conversion rates and how satisfied are you with it. So if you can just take a couple of seconds to go through this poll on the screen to see a little bit how you feel about your conversion rate, that would be great. So do you know your conversion rates and are you satisfied with it? Or do you know your conversion rate and you’re not satisfied with it? Or you’re actually not sure about your conversion rate? All right, let’s give another few seconds for everyone to provide their feedback.

And let’s have a look at what the audience feel like about the conversion rate today. All right. So about 60 percent, over 60 percent of you know your conversion rate, but you’re not satisfied with it. So this is not surprising. This is pretty much the whole industry is within this area. But this is where we can see that even within this audience, we can see that resonate again. So what can impact it? What can impact your conversion rate? Well, there are many factors that can impact your conversion rate. Here we just put a few themes, key themes that we wanted to mention. But it’s about what can affect your conversion rates about your user expense design, for example, making sure that your user interface is clear, your navigation makes sense to your target audience, that your customers can actually find the products they’re looking for, that they can find the information they’re looking for. It is today a requirement to be mobile optimized with different devices. Your customers are browsing your site. And some of the factors are about marketing strategies. So it’s online, offline, it’s SMS, email, social media. The retention, how you make sure that your customer comes back, build loyalty programs, make sure that your customer feel valued, make sure that they get reward for being loyal. That analysis and KPIs tracking. If you track your objective, if you track your customer behavior, you have a better chance of understanding how they do, what they do, where they drop, which is really important and how to fix those elements. Where they drop, let’s try to optimize this and fix it. Your product offering as well, you need to have a pricing that is comparable and competitive with the other online retailers. Look at your customer feedback and support team. Listen to what they bring back and action those feedback, get back to your customer in a timely fashion. This build trust and eventually loyalty and help your brand becoming known and trusted. Scaling responsibly. Here by scaling responsibly, it means that growing your e-commerce business requires careful planning and resource allocation. Rapid growth, it can strain your business operation and eventually can impact the customer experience. If it impacts the customer experience, conversion rates will be impacted. Make sure that your customer is supported, your platform and infrastructure as well as the complete search supply chain is able to handle the increased demand without impacting your customer. The last two points here, the last two themes that I wanted to bring up is about customer segmentation and personalization. We have heard a lot of stories and we have seen a lot of case studies about personalization, about being able to provide the right context to your end customers at scale. This is something that is paramount now. Your consumers are expecting the same type of personalization than any streaming services. When you start and log in onto your streaming services, they know what you like. They provide some additional recommendation to find the content that you’re looking for. It is easy to find that content and that’s what consumers are expecting today. Talking about personalization, how can Adobe Commerce shift the needle in that way? First, let’s talk about Adobe Commerce. It is a flexible and scalable platform that lets you create uniquely personalized B2B and B2C experiences, no matter the number of brands you have or how many countries you’re operating in. Its architecture allows you for endless growth so you can adapt. We all understand, mentioned briefly about personalization, we all understand the importance of personalizing the content at scale and to provide an exceptional experience, it needs to be on a one-on-one basis because one size doesn’t fit all. Personalized merchandising seems a bit out of reach due to key challenges. The first one is the inability to consider bias context. The second one is about the lack of automation via AI. What this means is that the result in terms of experience is that you’re providing the same search and browsing experience across every customer. Adobe Commerce delivers merchandising services by leveraging your customer behavioral data and by automatically personalizing the product discovery across browsing pages, product recommendations and search results. All of that powered by Adobe Sensei AI. Now let’s go a little bit into those three key features that I mentioned. So browsing page, what is this? This is what we also call intelligent merchandising. This is the ability of curating as a one-on-one basis, curating your category pages and in which order your product are being displayed on a page. This is a way to provide the most relevant product at the top of the list. The one that is actually relevant to your current visitor. You can choose through today five different algorithms and this is how we can tailor a category page based on the current user. This is something, this is not something that is new in terms of merchandising, but this is something that today a lot of companies and about 60% of merchandising team spend at least 20 hours a week to curate this content. And that’s what intelligent merchandising can help you with. Product recommendations. Product recommendations is a way to provide the right product based on the user behavior again and over 30% of e-commerce revenues come from product recommendations. But yet over 60% of firms don’t do product recommendation at one-on-one level. So some of the top issues with product recommendation is to be able to incorporate the bias context and this is what Adobe Commerce product recommendation can do. Incorporate bias context and display different type of product recommendation on the page that you want. It’s also very easy for marketers to use page builder. Page builder is another feature that allow you to create content through an easy drag and drop user interface. This is where you can have different product recommendation, different messaging adapted to your user based on segmentation. So very targeted to the right audience on different part of your site. And have to be the same across the board. And the last one that I wanted to bring up today is the search, live search as we call it. Nearly 40% of visitors use on-site search and they convert twice as much as non-users. But over 60% again of top performing sites have below acceptable search performance. Now the search feature allow your customer to start typing, start searching and some result comes back straight away. Search feature allows your consumer, your visitor, your customers to use their wording, their terminology. They don’t have to know exactly how you called your product. This is something that you can manage and this is something that is helping them finding what they’re looking for. On top of this, the live search allows, this live search result provides some dynamic filters that allows your customer to narrow down even better the list of products that they’re looking for. Now, I’m sure some of you, a lot of you probably thinking that this is a type of thing that you’ve been doing probably with third-party system as well for a long time. This is now available and has been available to Adobe Commerce for a little while now. And this is part of Adobe Commerce out of the box feature. You no longer have to pay additional license for it. You no longer have to maintain an integration for it. This is something that you can from the get-go leverage and use out of the box.

Now that we discussed some of the out of the box feature available for you to enhance your sell, let’s move on to a demonstration on how it works in practice. Kritika, if you can take it away.

Hello, everyone. Welcome to the session. In today’s demo, we are going to discuss on a customer purchase journey. And this is our online fitness store, which is Luma. And we’ll be talking about a customer named Sarah, who happens to be a fitness enthusiast and landed on the Luma retail store where she’s buying certain and searching for certain fitness products. So her purchase journey started once she reached out to the homepage, which is basically a landing page. And she look out for the search popover. And here she typed some keywords like women fitness. Once she wrote this entire keyword over this search popover, there’s a series of fitness products that gets available. And one thing to notice here is like all the products that we see here on the screen, especially on the top are somewhat where the keyword or the name of the product is exactly matching the keyword, which means fitness and even some products like Fiona Fitness short. And even if it’s like partially matchable, which is like eco fit compression, those products are also appearing. Let’s click on View All and see what range of products get available. When we search. Specific catalog search page, we see that there’s a lot of products that are available. And the pagination goes up to five. That means there is at least 60 products that is matching. This keyword, which is women fitness. Now, let’s imagine a case that if we have at least 60, 65 plus products in our inventory, what if we want to promote just 10 products or 20 products that should appear at the top, whereas the rest of the product selection should appear at the bottom. So if you see the kind of products that are appearing, they are mixed products, right? Because the keyword that we have search is a very generic keyword, which is women fitness. And ideally, fitness can include shorts. It can include bottom where it could include top where it could include any kind of gear as well, like watches. So we see that there are a series of products. What if we want to promote some top 10 products that should be our top tier products and appear over the popover? Let’s see how we can achieve this using life search. I’ll take you back to the admin dashboard, which is commerce admin. Let’s navigate to marketing and then life search. Here we are welcomed with a performance dashboard, which is the life search landing dashboard. We’ll discuss about all those features, but let’s focus first on the search merchandising rules. So this is how this is where basically we can set up some merchandising rules where according to the search, whatever search keywords customer comes up and do on your site, you can influence the result by selecting certain set of products that should be appearing on the top bottom or even should not appear at all. I’ve created this women fitness work rule, as you can see on my screen. I have set certain conditions like comes up and search for this query, which is women fitness over the popover. These list of products should be appearing. I have certain, you know, four set of conditions that I can apply. You can see on the screen like the conditions can be like search query contains is that means it exactly matches women fitness. For now, I have said this query starts with so any query that starts with women fitness. These search results will be the prominent one. And along with this, I have also set some intelligent ranking, which is basically the kind of the feature that is powered by Adobe Sensei, where the products that appear here are influenced or targeted by the algorithm that you have selected. For now, I have sticked with most views. That means the recommended products that has most views on my storefront by a different set of customer will be the one. That will be showcased here over the popover. There are other algorithms as well, like recommended for you based on the shoppers behavior on the site, whether it’s the customer or even in the case of the visitor, right? If the visitor falls in the same segment that the customer has browsed the product, the visitor will also be showcased with a similar product experience than we have most purchased. That means those products that are basically frequently purchased by the shopper. And there are a lot of orders over those products than most added to the cart than they are trending. These are basically all this data is being fetched from past seven days. So all the cart activities by the shoppers or by the visitors that is like from the seven days have influenced any products or is more on a product will definitely fall in this result. So these are some set of intelligent ranking algorithm that are available by the product life search. And you can select whichever you want to choose and feel like that this is the one that are targeting. My store requirement can be easily selected from here. In case if you feel like this product should be ordered only by relevance, we can also select none. For now, I’m going with most viewed and then let’s go scroll down and we can see that there’s a manual ranking. So you can see, like I’ve pinned some product. I can pin it to the top. I can pin them to the bottom and there are products that have boosted. So if I’ve been to the top, they will appear on the top of the search. If it’s bottom, they will appear at the bottom of the search and then the product that are boosted along will be showcased again on the top after the pinned products. And then there are certain products that have even buried like this gym shot. That means they will not at all appear in my search results. If I want some products to be on the top, I can mark them pinned. If I want them boosted, I can put them in the boost category. And if I do not want to show them at all, then I can bury those products. Let’s go down and see what else can be done here. And beside this, there are certain set of eventing that I’ve already added, like pin marking it top, bottom or boost, and then can be describing the details of the name. Plus, additionally, I can set the date range as well. So if I want this rule specific search merchandising rule to be available only across a particular sales region or let’s say a flash Friday sales or maybe a Thanksgiving sales, then I can select that this rule should be only active up to 10th or maybe 16th any date. For now, I’m not setting any date. And this is my rule that has already been set. Let’s go back and search for the women fitness again on a separate instance where this was configured. Now, this time, when I search for women fitness, you will see that search result is very different from what was appearing over my previous instance where this was not configured. Here, the top tier products were Desire Fitness Tea, Nona Fitness Tank and all these range. But for similar category, when I search the same keyword where it was configured, where my search rule was configured, that the product search results is now completely different. The Trek jacket, the Olivia jacket, the Leah yoga top is something that I have already marked as pinned and boosted. So all those products that are marked to be on the top, which unlike in the previous scenario. In case if you want to promote out of the 50 products, you want to promote the top 10 products should always appear over your popover or over first on your search box. Or even when the customer click on View all this should appear like on the top. You can easily achieve it by setting up some merchandising rule. Now, a question superior, how do we influence this? I mean, how do we determine that this is the common keywords that has been searched? So for this, we’ll go back to the live search tab for the performance. And this is the dashboard where we can find out that this keyword has been searched for the maximum times. So I can identify if, let’s say, that women workout or women fitness is something that has been searched 50 times on my site. That means it’s an important keyword which is getting searched. And I should be changing or filtering the search result of the products there over that search. Why? Because it is getting the most views. So if say, if the count is 50 and the 50 unique search has appeared on this woman fitness, then ideally I should be able to change the merchandising rule every time. Like for the first 10 days, I’m going to promote these 10 products. For the next 10 days, I’m going to promote another 20 set of products. Beside this, it also show you like sometimes the customers misspells or make a typo. So it will also show you the search result which doesn’t give you any products or where the product list or the search result was empty. Beside this, we have popular results as well where we can see which results are like most popular search. And then we can also set the synonyms. And I’ll quickly take you across this example as well. So let’s go back to this environment where this synonyms right now are not configured. So if I type here something like there. Once I type this running gear keyword, you see that just one matching product. Although my store is completely and entirely based on fitness and there’s like categories where I’m selling the fitness products like fitness equipment, watches and even bottoms, pants, shorts. But it’s just showcased me one product, which is ideally a bad searching scenario. Why? Because if you have a relatable product and I do have 250 plus, it should not just show me one product. Let’s go back to the scenario where this has been configured. So right now, if I type here running gear. You will see a series and set of products, including different a mix of products basically are appearing over the popover. There is shots, there is gear equipment, there is watch, there is water bottle, there is bag. Anything that basically is a part and parcel of a running gear equipment is appearing. So any relatable products that matches this keyword is actually appearing on my popover, which is basically a good searching technique. Why? Because ideally, if your store has relatable products, then instead of showing one, you should show a combination. Let’s see how we have achieved this and how you can achieve this on your store using live search. I’ll take you across synonym and there are two way and one way mapping. For now, if you see I’ve mapped my running gear with watches, shorts and yoga. So it’s showing me the products based on all these three categories. Advance your search and make sure that the search results never go empty handed and also customer whenever they mix few keywords and try to search something, they will they always end up showcasing some relatable set of products. Now let’s go back to our scenario and we will continue with the customer, Sarah Journey. Type fitness. And let’s say that she selected this legging. Emma leggings. Let’s add this to the cart. She browsed this product, liked it and added it to the. So why she add this product to the cart now, let’s say that she browsed two different pages of the site. Let’s go back to the home page. And here we see a personalized banner that has been designed just for specifically catered for her need. So why she has added a product, she see that there is a banner that is now appearing, which was not appearing before when she first landed on the home page. Now, this banner showcase that because since she’s searching for the fitness equipment, she’s searching for a fitness gear and we are running the Luma store is basically running a flash new arrivals for the watch. So what they what they have done is they have showcased a promo here that these are our latest arrival and possibly Sarah will be interested in it because she is shopping for the fitness gear and watches and noise or basically smart watches are a part of it. So they have showcased this a banner here that, OK, this is a personalized banners for you and you can check our latest arrival and our hot deals that we are running. Basically any kind of promotion offers that we are running on the watch. Let’s go back to the admin and see how we have set this up. This part of promotion that we are seeing on the screen can be easily achieved by the out of the box features of Adobe Commerce, which is dynamic blocks and go to the dynamic blocks. Here we can see I’ve already set up a mock data. Let’s go and check this out. So once we are in this block, we have seen we have to enter some configurations and this block and the HTML block and the banner that we have added is achieved and can be added here using the page builder. Page builder is again one of the most important part of Adobe Commerce functionality where you can edit, you can create a very high quality content using ad banners, maybe text or whatnot using the page builder. For now, I have added a banner which I have uploaded from media sections where I’ve added this banner along with this content. You can also do a lot many other things here. Like let’s say that if I want to add something, let me show you. Let’s go with the product. Let me add a row here. So let’s add say that if I want to add a block, an additional block. So blocks are something they are basically static blocks or basically HTML that you want to reuse on different pages. So if you see my site, all these things that have the banners, you know, the different set of promotional banners that are appearing here are nothing but a set of blocks. The good thing about blocks is if you want to use this content on some other page, you can easily use it using the page builder. Let’s go back and check how we can add it. So if I want to select any other block, let’s say in our case, if I want woman block to be added, the positions where it can be added. So basically I’m reusing an already existing block. So if I want the same block to be using the block part, you can decide some CSS classes, margin and padding, the view and look. You can easily, you know, set up from the page builder. Let’s say this and see how the similar blocks to be appearing here that can be done. Beside this, now this is one reusable thing which we can achieve. I’ll show you something good. Let’s say if I want to have product list of product recommendation here or along with the banner, I want certain list of products also to be appearing. I can see I have two options like product grid or I can use the carousel. I’m going with the carousel right now and categories. Since I’m promoting the watch banner or watch promo here, I’ll be choosing this gear watches category and position. I can decide how many number of products that I want to display default conditions, autoplay or not. And let’s save this and check how it looks like. So along with the promotional banner, if I want to showcase a list of products as well, this can be used also easily achieved. Just not this. The recommendation features, so let’s say if I want to add product recommendations, knock here, which is again driven by Adobe Sensei. That can also be added. What I’m going to do is I’m going to select here. I’ve already created a product recommendations and I’ll be showcasing you how we can do this. Let’s select this at selected. And again, we can determine the positions. Again, CSS, you will see a series of product recommendations is also appearing. Here. What led to one thing here beside the banner, you can also add some additional media elements like videos, banners, sliders, hero images, whatnot. Go and quickly add a video. I can also add a video there. Click here. Setting. And since I’m promoting right now smartwatches, so what I can do is I can easily embed those videos. From YouTube, so I’m going to see this video. And I want to select yes, I want to keep this alignment as default and let’s save this. And we can even promote video using this. Do this and. I’m going to showcase. To the home page and the official video, along with the banner is appearing. And you know, it’s a very smart way of, you know, promoting the new launch products or the product that are newly added on your site. Your fresh arrivals can be easily promoted using the page. Let me take you back across the section. What if, which is one of the important part of this engagement of this demo as well. So if you notice that along with each page, I added it belong to a customer segment. What if I remove this product from the cart? And the fresh page to the banner and the video is no longer appearing. This can be easily. So basically, buying or purchasing on our site belong to a segment of customer who has bought or added some product to the cart. And that’s why the promotional or banner was personalized for her needs. That means when she interacted with the site and she falls into after browsing certain products, she falls into a specific set of segments. And once she is into that segment, then only that browser banner is appearing. Let’s say. Let’s go back to the banner. What. We can simply, you know. Add into the women’s fitness. Go to Emma legging at this back. And once we have added this, let’s go back to Luma and the product. Again, the banner is again appearing here. Let’s look back with the and how we have done this. If you see this dynamic block or the content that has already created here, added everything is belonging to a segment or has been mapped to a segment called as Jim. Therefore, let’s go and check how we can link those dynamic. The customer segment that already created segment that work for both customers as well as with us. You see the properties. This applies to both the customers, registered customer as well as visitor. And the condition here is if she shop or if the customer shops from any of those. The women, which is these pros and thanks and shots. This banner will be automatically activated and which is one of the reasons when she has added some product. The banner and the. Showcasing a basically personalizing our experience onto the site. Now, let’s quickly. Who the fresh arrivals and she click on the fresh rivals. So why she pick and try to check out what’s going on and what kind of smart watches that has been launched, she moves to the watches banner here, which showcase that she shops and uses the coupon. She will get a level of discount. Basically, what we are doing is we are enticing the customer to explore our fresh arrivals and using those fresh rivals. We are giving them offers that they can additionally add some new products to their cart. And in this way, we are also trying to get to know their interests, whether they are interested in this newly launched product. If you see here, you see that series of products that has. Appearing and the promo banners, so this is a one good way if you’re running at least 10 to 15 offers on your site on different categories and for different customer segments. It is a very good way to ship. So let’s say she’s not interested in the watches banner. It should not ideally appear on all the pages of your site. Rather should appear only on the category watches when she has clicked on it, which is one of the reasons we showcase it on the specific category. So you can entice the customer or give them the promo and relevant promo over the pages where they are willing to shop. Let’s see. Oh, another feature that has been recently added to the life search. I’ll navigate back marketing and life search, which is category market merchandising. Let’s click here. And from here, I have already said and promote certain watches who appear on the top. So I’ve selected some intelligent ranking, which is trending in this case. And ideally what I’ve done is let’s edit and check this out. I have boosted few products to be appearing on the top. Let’s go to the watches and we’ll see all these top four products that are appearing on the top. In our case right now, out of all the 12 or the 11 products that I have, these four products will always appear on the top whenever a customer browse to the watches site. This is another feature or this another way. You can boost your product over just the category part instead of on the how we can boost or prioritize our product on the search bar. With the category merchandising, you can boost certain level of products just on the specific categories and this work for the parent category as well. If you have. If you want to apply a rule on the women, all the products below this will follow the religion ranking. Let’s see how this has been set up. The intelligent ranking stays same. There are different set of algorithms recommended for you most viewed and you can select which algorithms you want for your category products to be showcased. Here I selected trending, which last for three days default. You can set it to different days as well. 14 days, 30 days and it will showcase you the result from last three days for now. And then this is a similar set of manual ranking where I’ve been the product. I can bury a product as well. I can boost this product. And this is how we set the category. This is how I’ve promoted that these are my top selling or basically these are four products for watches that I want to promote on my site. Let’s say he browsed those products and. Move to the checkout. And here we go and we can see that we are giving additional 10 percent off. So what we have done is we have said it and another promotion offers for Sarah. And once she reached to the checkout, she sees that the order threshold is above 70 dollars or equals to 70 dollars. We’ll get an additional 10 percent off on her entire purchase. She looked at the shopping cart and found that the current order is 33. She browsed below and we can see we have given her more choices. Like these are all the products, relevant products that you should buy. Beside this, you will see we have added another personalized block for her that has been delivered here using the product recommendation. And you can see that she has purchased bottom. We are showing her a product recommendations of top. That means along with that, we are also showcasing her the other gears like bags and and the top or the running jackets. Let’s see how we have achieved this here. Let’s go back to our. Let’s navigate to marketing, and this functionality has been achieved using the product recommendations. The product recommendation will allow you to recommend a set of products across different pages of your current store. You might notice here I’ve created a lot of at least four of them, and all of my recommendations are being triggered on different pages. I’ll first start with the cart recommendation, which is. It allows you different set of algorithms, and there are more choices compared to that of the life search. If you see here, I have created a cart checkout recommendation just for this page, which is add items to bag with discount. Check how we have set this up as selected recommendation type. This my engine is bought this for that. This is my intelligent algorithm, basically the ranking that I’ve selected for this for that, which you might have noticed was not there in the life search. This is like recommendations have a series of ranges that are intelligent algorithms running that help you identify that these are the products that you want to showcase across different stages and the select current base selected as cart. These are some of the points that are non editable. Once you have already created a record store fronted space, what is the title? Add items to bag with the discount. This is the same title that you are seeing here over the recommendation. Let’s go back to number of products. I can change this 11, 10, 12. I can increase or decrease it depending upon how many products that I want to showcase to them. Then I can decide whether I want to place the content at the bottom or at the top. Presently I’ve selected at the bottom. That’s why the content is appearing at the bottom of the page. Select the order in which your recommendations you want to display and filter products is basically one of the important things that we can filter the list of products that you see appearing here. Based on these criteria, which is to showcase products from very specific category like bags, hoodies and sweatshirt, women and training videos. Based on the data gathered, this recommendation will keep on changing. Since you can see that I’ve added bags, hoodies and sweatshirts, training videos, right now bags are also appearing, sweatshirt is also appearing, hoodie is also appearing. All these products are based out of the recommendations. If the training video, you know, there will be more browsing toward it, the training video will also get added to this list. Beside this, I can select it based on the price as well, including the selected price range that this is the price range that the product should be appearing. $10 to $30, then only this should be appearing. That can be also achieved. Beside this, we can do some product inclusions that well, that these products should be included or excluded. If I want within all these categories, if I want to exclude this product, here I pull over hoodie, then I can go back here and write the name. It will be searched and you can exclude it. If I enable something, I want to exclude this, so this product will get excluded. Similarly, you can showcase the product based on out of stock, low stock as well, type, what’s the product type, what’s the visibility, is it individually available or visible. The visibility also works. These are all basically the product attributes based on which we are deriving the recommendations. And based on all these attributes, you can decide whether you want which products you want to include in this recommendation and which products you want to exclude. You can also have a small preview here of which products we are basically listing. This is how you can set the recommendations over the shopping cart. And similarly, I’ve also set recommendations in the homepage. So to give her more personalized experience, we already have banners, we have videos, she has added certain products to the cart. And below this, you can also see personalized products just for her need. And these recommendations can also be appearing in the slider form. You can add it on all the pages like I showcased you in the page builder. Next part here, over back to the admin and check how this has been set. Let’s go back. This is my homepage recommendation that I’ve set. Right, all these products that was showcasing over the homepage. So similarly, for every pages or for the most relevant pages of your site, you can create this recommendation and assign it and it’s very easy to put these details because all the trending data is being received by Adobe. So like you can see for the product page, I have included some very specific category like these women, tank, women, shorts. Only those product preview is appearing here and the product matching from these categories are showcased across the homepage. And now we have $33. She see that, OK, additional 10% off if the threshold reached 70. So what she what she add here is let’s say let’s add this hoodie, which is worth $55. Add to cart. And let’s go and check out. Let’s see what happens. Yes, so now the banner since she has reached the threshold of above $70, she has unlocked that coupon and unlocked the 10% offer. And you will see that the promotional banner that we are using has been now changed and we have extensions of her grab. You can replace this with any sort of, you know, message as well. Using the dynamic logs, you can also put some flashing message to it or some additional banners and thank you banner. Thank you for shopping text message or any kind of video or text that you want. An HTML text that you want here to be appearing on the checkout page that can also be easily achieved. We have right now showcased this message of a grab by using a dynamic blog banner. And if you if you let’s scroll down and see what kind of discount she has got, you will see the total was $88. She has added two products and she has got a discount worthwhile of $8. And now her order total goes $79 and she can easily now proceed to the checkout. So we have curated a journey for her by offering her different kind of promo banners. And, you know, by showcasing these are our fresh arrivals. This is all what we are running on the site and using this and this all this functionality that you see, according by the recommendations are achieved just using the OOTB capabilities of the Adobe Commerce. That’s all for the demo. Thank you very much Kritika for this demonstration. Apologies for getting some. Some of you have experienced some issues with the connection. We’ll make the demo available after the webinar so that we can watch it again without the connection issues potentially. But thank you very much Kritika for going through this. It was great to see how Adobe Commerce with the help of Adobe Sensei can drive conversions effectively. And it’s also great to see how marketers can easily create a good quality content that resonates with visitors and able to change the content on any pages and provide the right level of customer experience. Whether they are searching for product, getting recommendations, adding items to cart and eventually finalizing their purchases. So now we talked about what conversion rate is and what can impact it and how Adobe Commerce can help boosting your sales, but how to optimize it. So I’m just going to spend some time here and I’m just going to try to speed through the remaining couple of slides that we have. But here how to optimize it. This is what we call conversion rate optimization. And this is an approach that needs to be systematic. This is a methodology that you need to embrace as a constant practice to go over and over. I’m not going to go through all the steps there, but these are let you have a quick look at it. Again, you’ll be able to access the video post event. But this is a practice where you need to analyze your data. You need to define the goal that you’re trying to achieve, whether it is subscribing to a newsletter or your customer pressing an order. Define an hypothesis about what’s not working. Why is it not converting? Go through A-B testing, which is defining variations of your design, of your experience, of the steps. Look at the feedback, feedback provided by your support team, feedback provided by your customer through survey, maybe. But also review your data. So analyze your data. And based on this, you need to go through the phase of optimization, review all this feedback, choose what performs the best, the best way, and then update your user experience on your site and rinse and repeat. Keep going this way. So now you’re going to ask most likely, but where do we start? Right. So you might already have some good idea about where to start and what needs some improvement on your site. But keep in mind that best efforts spent are data driven. Data is your best friend. So start looking at your conversion funnel at the high level to understand where the major drops happen. Is it straight off a visitor landing on your site after searching, after browsing a product, a category halfway through the checkout? Find out where it drops and once you have identified this bottleneck, zoom into that step and start the optimization process that we just went through. Now, going further, you should consider additional tools to review your data, to analyze your customer behavior and a lot of and to drive your A-B testing, to provide variations and try to see which experience works better. While there are plenty of tools on the market, Adobe Analytics and Adobe Targets is a great combination that integrate really easily with Adobe Commerce. And it’s a great combo to add to your conversion rate optimization practice. Remember, something important is that conversion rate optimization is not a destination. It’s a journey. This is something that needs to be constantly practiced.

So some takeaways on this. If there are four things that I’d like that you should take away today, they’re on the screen here. You need to understand what conversion rate is, that it’s vital to look into it and to understand how to measure it and understand how it impacts your bottom line. There are many factors and challenges that impact it and finding the right combination for each visitor is the key to the success here. Adobe Commerce features has plenty of great features out of the box leveraging artificial intelligence. And this is a way to scale your personalization as a one on one on one basis. And again, this is a continuous optimization. It’s not a once off. You need to embrace the fact that it’s ongoing. It’s fine tuning that is ongoing. All right. I’ll have a quick look at the questions, if there are any questions unanswered. But in the meantime, I’m just going to leave this screen on for a couple of seconds as well as there is a survey on your screen. If you could go through the survey. It should not take more than 30 seconds. That would be greatly appreciated. Those two events here. One event on the left hand side is about developer live events virtual. So for your development team or business practitioners, that would be great if they want to attend. But also there is a monthly customer success newsletter to receive the latest and greatest happens on a monthly basis. So go scan the QR codes and register. One of the questions that I can see here and I think it’s probably a good reminder for all. So the question is about whether or not this is those features, the features that we demonstrated today. And we talked about today that are powered by Adobe Sensei. Are they available to everyone? The answer is yes. It’s everyone on Adobe Commerce Cloud has access to it. And the best news about it is it is part of your license. So if you’re not using them, you’re not leveraging those features. Talk to us and we will see how we can help you get onto it. I think we had time just a little bit past time. Again, if the webinar recording would be made available after and you will be able to review it if necessary. Thank you very much to everyone. Thanks for attending and speak to you soon. Thank you.