Overview

This document walks you through preezie best practices.

On average preezie shoppers convert 300 – 400% higher than non-preezie shoppers so the more shoppers that interact with a preezie guided shopping journey the better! What does this mean for your e-commerce store? Let us do an example:

* Assuming preezie converts 350% above average 1.4% = 4.9%.

From the above example you can see that without preezie you make $2,590,000 per month online, however, if 10% of your sessions use preezie revenue goes up by $647,500 to $3,237,500 and if 25% of your sessions use preezie revenue goes up by $1,618,750 to $4,208,750.

Our goal is to get the preezie conversion rate as high as possible then get as many sessions using preezie as possible.

Below you can find our best practices. This list is ordered in order of impact and priority. In order to get the most out of your integration, we recommend you implement all the below best practices.

Best Practices

1. Features and exposure

1.1 Workflows at the top of collection pages

preezie gets the most usage when integrated at the top of collections pages. The best way to think of this is like an in-store sales assistant. Assume you walk into a physical retail store and approach the products you are interested in, and then a sales assistant starts helping guide you, great right? Integrating preezie at the top of collection pages allows you to replicate this experience online.

Examples:

Guitar Center

Acoustic guitars collection page

Open

Baby Bunting

Car seats collection page

Open

Lorna Jane

Leggings and tights collection page

1.2 Cover all your range

How much of your range are you covering in terms of sessions and revenue? Most retail partners can have dozens of workflows. For example, your site may have 20-30 categories, all of which could use a preezie workflow, however building 20-30 workflows may not be feasible. 

The best way to cover this is to start from top to bottom in terms of sessions and revenue. For example, let us say you sell appliances online, work out which categories get the most sessions and revenue.

For example, assuming your site gets 10,000,000 sessions, 1% conversion rate and $200 AOV. That is $20,000,000 per month from 10,000,000 sessions. 

Now do a breakdown.

1. TVs – 1,000,000 sessions, $2,000,000

2. Fridges – 800,000 sessions, $1,200,000

3. Air conditioners – 750,000 sessions, $1,100,000

4. Ovens – 500,000 sessions, $900,000

5. Laptops – 450,000 sessions, $670,000

6. Etc

From here start working your way down the list in terms of a preezie implementation. In this example, TVs first, then Fridges, Air conditioners, Ovens, Laptops, etc.

As a benchmark for retail partners that have lots of potential categories, we attempt to cover 80% of their sessions and/or revenue.

1.3 Exit Intent or Time Delay Popups

Exit Intents

When a customer is ready to leave your website, you’ve lost an opportunity. preezie Exit Intents have been shown to re-engage users at the point when they are leaving an eCommerce store because they can't find what they are looking for. By acknowledging the reason they may be leaving with a strong "Can't find what you're looking for" call to action you are able to grab their attention in an engaging and valuable way.

Guitar Center

Acoustic Guitar Exit Intent. “Before you go… let us help you find your perfect guitar!”

Baby Bunting

Car Seats Exit Intent. “Before you go…we will help you find your child’s best car seat”

Time Delays 

Curvy

10 second time delayed popup with coupon code and email capture form

1.4 Workflow high on homepage

Once you cover enough of your range it has been extremely successful to integrate preezie at the top of the homepage. 

As preezie converts so highly it is often the most valuable content on a page!

Blue Bungalow

Top 5 categories directly in one workflow high on homepage

Curvy Bras

Just below 3 hero tiles, starting with a valuable question addressing shopper mission

Bay Sports

Strong iconography makes preezie workflow stand out on a very image rich page

1.5 Menu link

If you have a dedicated page for your preezie guided shopping journeys, you can then prompt users to get help from using menu links in your website navigation.

Current Body

“HELP ME CHOOSE – TAKE OUR QUIZ” in the category navigation.

Brownies Mattress

“Bed Selector” mega menu link. 

1.6 Email capture

preezie can prompt users to connect their personal information to our journeys. These can trigger through popups, exit intents and calls to action.

Customers get a guided shopping experience, while your brand collects and connects emails to their personalised preferences.

When a preezie shopper enters their personal information, all their journey data is connected, allowing for unlimited profiling and hyper segmentation.

Connect all questions, answers, product recommendations, scores and more to a profile.

Curvy

10 second time delayed popup with coupon code and email capture form

Miss Amara

Exit Intent with prize draw to incentivise email capture

1.7 Targeted Calls to Action

Or is it Call to Actions? Either way we got ‘em! Direct your customers to your workflow with a snippy CTA that is completely customisable to fit seamlessly on your site.

Curvy

Bottom right-hand corner “Bra Size Quiz” Call to Action button.

“Bra Size Quiz” call to action button once clicked.

Lorna Jane

Middle right-hand side “Unsure on your size?” button.

“Unsure on your size?” call to action button once clicked.

1.8 Dedicated landing page

Often customers want to push specific or dedicated traffic to use preezie. This could be ads, banners, or just general marketing campaigns. In order to push traffic to preezie without too many distractions, it's best to create a new landing page dedicated to preezie.

MissAmara

Created a persona called Cleo, the rug stylist.

Sportitude

Dedicated shoe finder page with banner explainer.

1.9 Integrate preezie with search

Similar to our Calls to Action. You can call our popups via any event or button click. For example, place a call to action to get help under or among your search function.

Current Body

When searching prompt with “need help choosing? Find a device for me”.

Ramp Champ

Bottom of search bar “Need help choosing? Help me find a ramp”.

2. Behavioural psychology, copy and design

This section of our best practices touches on the behavioural psychology of eCommerce and how to best implement the preezie workflows. Please note preezie has built a comprehensive document called, “The behavioural psychology of Guided Conversion”. If you would like a copy of this document please reach out to your Onboarding Specialist or Customer Success Manager.

2.1 Narrative and segmentation

Your preezie workflows should create a narrative consumers can follow that are segmented and embeds your brand story. 

Considerations are:

1. Develop an identity

2. Make it an experience 

3. Embed your brand story

4. Build personas and segment your journeys (when possible)

Black Pepper

Example of “Develop an identity” - Try “Bella” Black Pepper’s virtual stylist

Bevilles

Example of “Embed your brand story” – A fun fact during the loading screen

2.2 Structure

The structure of preezie refers to the order of the questions and answers and where you place the workflows within your site. Did you know that psychology shows us people form stronger memories of the first and last items in a series and have the least strong recall of middle items in a set. This is called “Serial-position effect”.

When creating the questions and answers for your preezie workflows ensure that the elements that hold the most value are seen first and last. Use the most engaging questions at the beginning and end of the workflow.

Hint: do not start workflows with questions that are too generic, for example: “Is this for a gift”.

Lorna Jane

Leggings and tights collection page

In the above the first question is extremely engaging, thoughtful and gets straight into the application or occasion. 

2.3 Design

Design is critical and needs to ensure your workflows stands out while being on brand. Salience - Refers to how noticeable something is as a function of it standing out in its environment. The more distinct something is in its environment the more attention and significance will be paid to it.

When thinking about a design you need to consider:

1. Contrast – Ensure the workflows distinguish themselves from the other elements

2. Imagery – Use strong and clear images that tell a story or evoke emotion

3. Clarity – Do not make customers guess, make it simple

4. Choice – Do not offer to many answers or results, avoid choice paralysis

5. Perception – preezie is a world class experience, ensure you give it that perception on-site

Guitar Center

Example of “Contrast and imagery” – Stands out with great images 

Baby Bunting

Example of “Clarity” – Dynamic text that explains answers 

2.4 Language and copy

The use of strategic language will prime the customer for conversion. Three areas to ensure you pay attention to is:

1. Use priming language. Exposure to one idea or stimulus influences how subsequent ideas are interpreted. This means that what your customers see at the start of the preezie journey will affect how they react later, even if the two elements are unrelated.
   
   Example: Have copy when waiting for results, for example: “personalising your holiday package” or “searching 1,000 watches to find your perfect one”.
   
   

2. Create an endowment effect. People place a greater value on things they believe they have some ownership of and don’t want to part with. Use language that suggests personal ownership. Even try an assumptive close.
   
   Example: Use words like “you” and “yours”, not “it”. Assumptive close could be “Which of these guitars are you taking home today?”
   
   Guitar Center
   Use of the words “Your” creates ownership 
   
   

    

3. Authority bias and social proof. People place more trust in the opinions of individuals who are perceived to have authority. This can be your brand, a specific person or even preezie. Consider the expertise, individual and social bias. 
   
   Example: During the loading screen or on the results pages try copy like “Join over 1,000,000 happy customers” or “preezie and Oz Hair & Beauty are finding your perfect products”. 

2.5 Framing price

When talking about price consider how you wish to frame it. The perception of price can be determined by the way it is framed through language. Consider how you talk about price, is it a “price”, “budget”, “investment”, “cost”, etc. 

Make it easy to understand. Consider conveying the “cost” with conceptual language e.g. “No skimping”, “skip takeaways for a week”, “Only the best”.

Bayside Blades
Use terms like cheap skate and big spender to reference different budgets.

Other considerations: 

Anchoring - Some numbers act as a reference point for comparing options. Numbers seen first or seen most often set the considerations and expectations. Therefore, if you are looking to increase AOV and would normally start with “under $50”, try starting with “under $70 or $100”, this will anchor expectations to higher numbers. 

Aversion to extremes - Preference to avoid the most extreme high and low points of a scale or options. If you have a few products that are $5 and $5,000, avoid these if possible.