We are pleased to announced that Shane Happach has been appointed as Mollie's new CEO. Happach joins us from Worldpay, where he was EVP and Head of Global eCommerce. 

Prior to joining Mollie, Happach spent more than ten years with Worldpay, first as Chief Commercial Officer of its eCommerce division and more recently as EVP and Head of Global eCommerce. He was a member of the executive team at Worldpay for its London IPO and its acquisition by both Vantiv and FIS. Before Worldpay, he worked with GlobalCollect – acquired by Ingenico in 2014 – in business development roles across the Americas and EMEA.

“I’ve spent the last 15 years processing payments for some of the largest and most recognisable brands on the planet. I’ve come to a very simple conclusion: merchants are significantly under-served by traditional payment service providers. PSP business models are fundamentally about price and volume and, in Europe especially, merchants need more support from their partners,” says Happach. “Mollie represents a very different approach. The people here deeply care about merchants that don’t have whole departments dedicated to payments infrastructure, addressing abandonment and securing customer data. These businesses need that support from their PSP, a PSP whose principal job is to help its customers grow. That’s why I’m so excited to be leading Mollie as we continue to drive product innovation and expansion across Europe.”

“It’s been an exciting seven months for Mollie, with our strong growth, expansion into the UK and now the arrival of Shane,” says Adriaan Mol, founder of Mollie. “Shane ‘gets it’. He understands the problems with the current PSP model. And he understands what Mollie can do to address those problems and simplify complex financial services to help businesses grow. Shane has helped drive impressive - 500% - growth at Worldpay. We know he’s the right person to help drive Mollie’s international expansion and ensure our product innovation meets the emerging needs of our 110,000+ customers across Europe.”

Happach succeeds Gaston Aussems who was Mollie’s CEO between 2013 and mid-2020. Happach will start on April 1st, 2021 and has been formally appointed by Mollie’s Supervisory Board. His appointment has been confirmed by the Dutch Central Bank. 


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Shane Happach has been appointed as Mollie’s new CEO

The distances to travel within Europe may be short, but there are bigger distances to overcome in eCommerce.  A mainstream payment method in one country may be practically unheard of a neighbouring land. There are also major differences in shopping preferences among consumers from one region to the next. Mollie created the EU eCommerce Guide – a travel guide for your eCommerce business in Europe – to help you navigate the complexities of the European eCommerce market.

## One Europe, many different preferences
Dutch customers like to pay in advance. Germans prefer to buy now and pay later. In Belgium, international heavyweights dominate the eCommerce market, while local eCommerce retailers in Poland reign supreme. As an eCommerce retailer with plans for European expansion, it’s important for you to be aware of differences like these. That way, you can avoid surprises while also tailoring your business seamlessly to local preferences, so you’ll start out in the right direction towards success. 

## EU eCommerce Guide: Tips from Mollie
The EU eCommerce Guide from Mollie helps you navigate your way across Europe. You will receive vital information on eCommerce markets and payment methods across ten European countries:
- Austria
- Belgium
- France
- Germany
- Italy
- Netherlands
- Poland
- Spain
- Switzerland
- The United Kingdom 

## Download the EU eCommerce Guide now
Click the link for your [free download](https://indd.adobe.com/view/c6324d02-bbc8-4d03-8b3e-058130f7a925).


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Download your eCommerce guide to Europe now... and start expanding beyond borders

Personalised alternatives to Amazon, the new normal, more efficiency through software platforms, consumers choosing payment systems and “pay later” methods creating new revenue for merchants. Read more about Ken’s five predictions.  

## #1: David vs. Goliath: SMEs will offer a personalised alternative to the likes of Amazon

The pandemic has shifted many brick-and-mortar stores online for the first time and has also put a spotlight on what SMEs can offer. Small-medium sized merchants are now aware of their strengths and how to play to them. They are providing a relevant and credible alternative to larger retailers thanks to their in-depth product knowledge, access to specific customer groups, deep customer knowledge and local stock - all of which make them very appealing to consumers. Many also have an ingenuity that is keeping them relevant - pubs and bars for example have quickly pivoted to delivery and takeaway services during lockdown measures. 
However, small-medium sized merchants are not only capable of competing with the Amazons of the world, they are uniquely positioned to offer a more personalised and local approach that the giants simply cannot. Next year, SMEs will prioritise creating the sophisticated online experience customers want. They will double down on digital and use the insight they have into their customers to create tailored offerings not found with larger retailers. 

## #2: We won’t see a return to ‘Before Covid’
The pandemic has turned retail on its head and it is not going to return to normal any time soon. Thousands of customers who have never ordered anything online are now accustomed to digital retail. The retailers who are going to do well in 2021 are those who are bold and adaptable. Successful merchants will level-up their online presence, finding new and creative ways to reach customers who cannot, or don’t want to set foot in physical stores. More retailers will venture into online and deliveries. Online shopping experiences - even from smaller retailers - will become bespoke. And there will be a range of innovative customer incentives that build loyalty digitally. 

The largest players - Asos, Amazon etc. - have developed frictionless checkout experiences that consumers now expect. To compete, SME merchants will ensure their checkout experience is simplified to reduce cart abandonment and [increase conversion](https://www.mollie.com/en/growth/e-commerce-checkout-conversion-rate-optimisation), removing barriers and making e-commerce offerings more innovative.

## #3: SMEs will boost efficiency thanks to support from software platforms
SMEs will be more supported by platforms offered via a business as a service (BaaS) model. BaaS platform providers will handle a lot of the complicated elements of the SME’s business. Shipping, marketing and customer service are just a few elements that BaaS providers are likely to take on. By eliminating these cumbersome tasks, smaller merchants can focus more on their core responsibilities and growth. All the more important during times of uncertainty. 

## #4: ‘Pay later’ payment methods will create new revenue for merchants
With the market uncertainty of the pandemic, consumers are looking for payment methods that give them the freedom to pay how and when they want. [Klarna](https://www.mollie.com/en/payments/klarna-pay-later), which became one of 2020’s biggest fintech success stories, is a great example. With the next year likely seeing more pressure on people’s personal finances, this trend is going to get much bigger. Payment methods offering choice, catering to customer needs in this ‘new normal’ will come to the fore. This change in behaviour will encourage merchants to adopt ‘pay later’ solutions as standard. 

## #5: Consumers will increasingly demand specific payment methods 
Changing online demographics and evolving expectations means customers are going to be increasingly selective about payment methods, opting for payment solutions that fit the channel and the transaction. For a larger transaction, customers may want to use a more secure payment method or a credit card. For a smaller transaction, perhaps a mobile payment method or fintech product, whereas a frequent subscription could be handled by direct debit, depending on the requirement.

In response, small-medium-sized merchants will now meet consumers where they are, catering to mainstream payment methods as well as expanding into specific payment methods to offer the best choice. This may require new payment infrastructure, but implementing this will widen a retailer’s addressable market. And thanks to modern payment providers, this can be attained much easier. 
SMEs will increasingly use a very wide array of payment methods and offer the appropriate method for every customer. Conversely, payment providers will continue to offer support to SME merchants to ensure they have the tools to meet customer demands online. 


2021 Market trends main

Mollie, looks at the biggest retail and payments trends of 2021

This December, H&M has committed to helping food banks throughout the Netherlands. Their campaign called ‘[H&M Helps](https://hmhelpt.nl/)’ has been established in an effort to raise funds. Mollie worked to support [food banks](https://voedselbankennederland.nl/) efforts by helping to collect as many donations as possible to ensure that operations ran as smoothly as possible.  

## Food bank emergencies

There are around 1 million people living below the poverty line in the Netherlands, and require enormous support for the packages they receive from the food banks. The number of donations has gone down considerably since the start of the COVID crisis. Despite that, many more families are now turning to food banks because they have been financially disadvantaged by the crisis. That need has not gone away now that Christmas is here. 

## Unique items up for auction

H&M has auctioned a few top pieces from its collection in order to raise as much money as possible. The pieces are unique items from various celebrities and designers. You can also auction items from your own wardrobe, which can be done on Instagram using the hashtags #HMhelpt and #HMxVoedselbank. You can also make a personal donation if you wish. 5% of all H&M gift cards sold during the campaign will be donated to the food bank.

## Processing transactions for free

Mollie and H&M have established an account in order to ensure the campaign runs smoothly and that everything has been done to collecting donations easy. Mollie is processing these transactions for free. Every euro counts, and that's how all the funds will end up with the people who need it most.

## Bringing holiday cheer to everyone 

It’s not just the food bank through H&M Helps that Mollie is involved with Every Mollie employee will receive Christmas breakfast at home, and €10 will be donated to the foodbank for each breakfast sent. That equates to a generous amount of € 3500 in total, which we can use to wish a Merry Christmas to families below the poverty line.

## Here’s how you can help too!

The campaign is in full swing, so [grab the opportunity to help too](https://hmhelpt.nl/)! To do so, you can bid on the items from the fashion auction, auction a piece of your own clothing, donate a sum of money or buy an H&M gift card. We can work together to help as many other people as possible to have an unforgettable Christmas.


Mollie H&M

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Mollie and H&M work together to help the food banks

Did you know that Mollie is recognized as one of Magento’s top 10 partners in Europe? Read all about it in this interview from Ken, our Chief Commercial Officer, with [Retail CIO](https://magneto-europe.retailciooutlook.com/vendor/mollie-architects-of-effortless-online-payments-cid-735-mid-75.html) where he talks about what we do and how this can help companies to grow their online business.

## Architects of Effortless Online Payment
If one looks back at humankind’s history, many events mark a clear ‘before and after’ demarcation in human civilisation. And today, the COVID-19 pandemic is a similar pivotal moment!

Undeniably, the societal and economic implications that the current pandemic has brought forth will last for decades. Take people’s shopping behaviour, for example. At the start of the pandemic, the global population resorted to e-commerce to survive through the periods of lockdown. Now, even though many countries have relaxed their lockdown norms, people are still opting for online shopping to maintain social distancing and curb the risk of a new viral outbreak.

A telltale sign of this drastic change is the triple-digit order and revenue growth the online retail industry is witnessing today. Subsequently, the e-commerce sector is investing significantly in improving customer experiences as the pandemic is creating and reinforcing new online buying behaviours and habits. And just as the latest approaches to personalising web content, along with offers, pricing, and promotions, are adapting to each customers’ unique preferences and buying history, online payment processing must also do the same. The challenge for the sellers, at this point, is to ensure a hassle-free and [safe online payment process](https://www.mollie.com/en/features/security), considering many consumers are choosing pre-paid delivery to avoid physical monetary exchange for reducing the chances of contracting the virus. Helping retailers of all sizes overcome this hurdle and strengthen their online businesses is Mollie—one of the pioneers in the payment industry and one of Europe’s fastest-growing fintech companies.

![Mollie Checkout](//images.ctfassets.net/k4kk06v59kf0/74eqxDiPUR25UC9KadwZRJ/d950e05fe0db84e783e6bb9182a60286/Inline_pic2.jpg)

## Meet the Clever Payment Solution Provider
Mollie has been disrupting the payments industry with its smart and flexible payment solutions since its inception in 2004. Now, over a decade and a half later, the company has earned itself the moniker of a ‘clever payment solution provider,’ by offering easier and more flexible products. Behind such a promising journey of Mollie is its customer-centric approach that ensures clients’ fundamental aspect of growth (revenue) does not take a hit. “Our objective as a company is to become the most loved Payment Service Provider in Europe and help companies to grow,” says Ken Serdons, the Chief Commercial Officer of Mollie. 

To this end, Mollie made online payments effortless allowing around 100.000 webshops across Europe to compete on better terms. The solution facilitates straightforward online transactions through different payment methods such as iDEAL, PayPal, credit card payments and many more. Webshops can make online transactions effective and easy to navigate for the end-user with the help of Mollie’s payment solution. It allows ecommerce businesses to create a [uniform checkout experience for the end-user](https://www.mollie.com/en/features/checkout), thereby increasing the sense of trust among them. When end-customers are making payments, for instance, the solution ensures that they stay on the customer's branded e-commerce platform during the entire transaction process rather than being redirected to a new page. Notably, these efforts to replicate a physical shopping experience for the end-users have helped Mollie’s customers increase their conversion rate by up to seven percent. Besides that, Mollie offers best in class partner integrations and fast and easy onboarding. 

## Building Success on Top of Magento Platform
Elaborating further on  partner integrations, Serdons states that Mollie’s Magento Store plug-in is the most widely used among all. “Mollie has a long-standing collaboration with Magento, and our Magento Commerce plug-in is the crown jewel of our portfolio,” enthuses Serdons.

With the Magento Commerce plug-in, webshops can go live in less than 15 minutes. The plug-in makes the checkout experience all the more seamless by accepting [all major localised payment methods](https://www.mollie.com/en/payments), and intuitively authorising international transactions as well. “We leverage a myriad of service providers to offer a frictionless payment experience. As a result, if any one of the payment portals is down, a consumer can just use the other one,” underlines Serdons. Alongside, acknowledging the fact that smartphones and tablets are the most used devices for online shopping, the company ensures responsive payment pages by automatically detecting the device being used to shop. Above all, Mollie goes the extra mile when it comes to its customer services. While most European companies offer support only in English, Mollie caters to its customers in multiple languages, including German, French, and Dutch. 

![Mollie Checkout Desktop](//images.ctfassets.net/k4kk06v59kf0/7hoyPq0DjebiD5J9XkniZv/bcab3a180086938bd194699db14c26a8/Inline_pic3.jpg)

## Where Transaction Security is Paramount
It is not only about hassle-free payments. Mollie stays ahead of the curve with its stringent transaction safety, complemented with strict security checks and robust data storage. Mollie is compliant with all the local data regulations across different European markets. Serdons enthuses, “We fly along the highest of security standards. And data security is one of the most critical things that we look at.” The engineering team of Mollie takes data security into consideration right from the product design phase. The Mollie dashboard that offers businesses a holistic view of their transactions is PCI-DSS Level 1 compliant. It creates a secure environment for both the users and their end-customers. Sensitive customer data, such as their personal and card details, are additionally redacted to ensure the information is completely secured. “Besides, we always keep our software up to date with the latest standards so that clients don’t have to worry about being compliant with the changing regulations,” Serdons adds further.

## Beyond the Secured Payment Plug-In
With a one size fits all plugin Magento Commerce empowers a wide range of customers. From easy to start defaults to advanced custom settings for the high end of the market and everything in between, it's there to facilitate effortless payments for everyone.
Furthermore, the payment plug-in can save the customer’s payment details for quicker future transactions to increase the sales conversion speed. The plug-in also has a feature, called Second Chance Email, that reminds the customer automatically to finish a purchase if they abandoned their payment, thereby adding more sales opportunities for the retailer. Lastly, for the more technical advanced webshops: our Magento Commerce plug-in is fully PWA-ready and GraphQL compatible.

## An Illustrated Record of Accomplishments
Mollie’s extensive efforts to provide the best service to customers with a human-first approach has helped the company weave the most exceptional payment experience and become a reliable partner for several organisations. Today, Mollie’s growing clientele is undoubtedly a testament to its pragmatic and innovative nature. Moving forward with an undeterred momentum, Mollie is poised to seek what’s best for its clients and build more scalable payment products that efficiently serve clients. The company also plans to enhance its solutions to help clients identify suspicious transactions quickly. As this new feature would put the customer in control, they will be able to know the true nature of a transaction. They will further be able to set specific rules to optimise valid conversion, automatically cancelling out the suspicious transactions. 

Additionally, in terms of geographic expansion, Mollie is planning to expand its operations in both European as well as global markets beyond the Netherlands, Belgium, France, and Germany. “Fuelled by our success so far, we have been and always will be at the forefront of new developments,” concludes Serdons.

__You want to read more?__
[Check out our Black Friday payment data.](https://www.mollie.com/en/news/post/black-friday-payment-data)


Ken-Adriaan-architects-main

Mollie recognized in top 10 Magento partners

Mollie has revealed insights into the online payment trends this Black Friday. The data, which provides a year-on-year comparison of 2019, shows that payment methods allowing customers to pay flexibly - like ‘pay later’ service Klarna - have more than doubled in 2020. It spans more than 105,000 merchants across Europe, primarily from Germany, U.K., France, the Netherlands and Belgium. Mollie's Black Friday volume grew by 110% compared to 2019.

## Black Friday trends:

- This year, merchants experienced a 56% increase in the overall number of transactions on Black Friday versus the previous year. That’s much more than in 2019 when the year-on-year growth was 36%.
- The peak of Black Friday is levelling off as merchants aim to spread their sales across the full week leading up to Black Friday. This year 19.6% of all transactions during the Black Friday week were processed on the Friday itself. Two years ago this was 22%.
- Use of ‘buy now, pay later’ services on Black Friday (such as Klarna or ClearPay) has more than doubled. Moreover the average value of ‘buy now, pay later’ transactions was 25% higher than transactions of other payment methods
- The share of  mobile payment methods such as ApplePay on Black Friday also increased compared to last year 

“There is a lot of pressure on consumers’ wallets at the moment, which is making people look to payment methods that offer them financial flexibility,” said Ken Serdons, Chief Commercial Officer at Mollie. “It makes sense that fintechs like Klarna, who have performed phenomenally well this year, have been so popular this Black Friday. The increase is in-line with this growing trend towards more optionality in how consumers pay for goods.”


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Black Friday payment data reveals rapid growth of ‘pay later’ methods like Klarna

The U.K. has left the European Union and we are fast approaching the 31st December 2020 deadline. The transition period has ended and at the time of writing less than 40 days remain until the UK legally leaves the European Union. Mollie will continue to serve customers and ensure that no disruption occurs regardless of the Brexit deal outcome.

## Brexit will not affect Mollie’s services

There will be no changes for our customers. Mollie has taken measures to ensure it continues to comply with the UK's rules and regulations for financial service companies within the European Economic Area and will continue to provide effortless payments to our UK-based customers. 

## No changes for U.K.-based users
Mollie will continue to provide the same high level of customer service and regulated payment services to UK-based users as it does today.

## Fees will remain the same
[Our prices](https://www.mollie.com/en/pricing) will not change because of Brexit and its ongoing implications.

__In doubt?__
[Contact us to know more](https://www.mollie.com/en/contact).


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Mollie’s preparation for Brexit

__Increasing the number of visitors to your online shop is not the only way to boost your sales; it’s just as important to increase the average order amount. These 5 sales techniques will inspire you to look at cross-sell opportunities, pricing and perceived discounts.__

The sales techniques to trigger your customers to buy something extra existed well before the internet age. Here’s an example: you’re at McDonalds and the cashier asks whether you’d like fries with your burger. And that’s not all. For an extra euro, you can upsize to a large instead of a medium. In addition, it’s no coincidence that chocolate bars are placed right next to the checkout at practically every supermarket. It’s a proven way to get customers to buy a little bit more.  

## #1 Upselling

The above example is exactly how it works online too. Daniël Markus is the founder and director of [ClickValue](https://clickvalue.nl/), an online marketing agency that specialises in conversion optimisation. Upselling is one of the sales techniques that is used most often. “You can entice the customer with a slightly more expensive version of the product that they want to purchase. For example, a camera, telephone or laptop that has just a few extra features”, said Markus. 

The moment your visitor clicks on a product is the time to show two more expensive alternatives and to clarify what the differences are. “People have a certain emotion at every price point. One person may think ‘this is exactly what I’m looking for. Another may think that they’re not getting a quality product at that price. By showing the alternatives, you’re giving certain customers a push. They may opt for the more expensive product”, said Markus. 

## #2 Cross-selling

Cross-selling means bringing that same visitor into contact with a related product. “The goal is that the person may want to buy something extra”, said Markus. “If you sell shoes, chances are that your visitor will also want to include laces or socks with them”. Markus thinks that it’s advisable for anyone who wants to start cross selling for the first time to tackle this step-by-step. 

1. Do a shopping cart analysis. Have a look at the fulfilled orders of your customers
2. Interview your clients. They can tell you what they need like no other person can
3. Consider for yourself what good product combinations could be
4. Start testing and see for yourself what items score well
5. If you sell hundreds or thousands of different products, it can quickly pay off to use specialised software. That way, you can scale up cross-selling opportunities faster. There is a lot of choice on the market, so ask a fellow entrepreneur which package they use.

"The software analyses visitor behaviour and automatically creates the best possible combinations. For instance, lace colours that are most often chosen for a pair of shoes”. Nonetheless, Markus advises online shop owners not to blindly rely on these automated solutions. "Software does not evaluate the difference between ordinary and extreme. You have to use your common sense, otherwise you could end up with some strange combinations”. 

## #3 The shipping costs

You can also use shipping costs to increase the order amount. This can be achieved by setting up an order threshold. “People see shipping costs as a sort of loss”, said Markus. “Suppose your customer has ordered items to the value of €60 with a € 6 shipping charge. Let’s say there are no shipping costs from €80. You can then make an offer at that moment: add an additional €20 of items to your cart for free shipping. The psychological effect appears to be surprisingly effective. Visitors avoid the € 6 and they experience that as a huge saving”.  

## #4 The perceived discount

The perceived discount is another tried-and-proven method. “You can say ‘spend € 20 and get € 5 back’. But another way to do that is: order something for € 20 and choose a € 5 product for free. It feels almost the same way to the customer, but it’s cheaper for you as an online retailer. You only pay the costs of that extra product and not the whole € 5”. 

## #5 Use a red herring 

Suppose you offer a product for € 10. According to Markus, it can help to show another, much lower quality product that is only a fraction cheaper. In this case, about € 9.50. "There is also a psychological effect at play here. People see the two products and think: for € 0.50 more I can have all of those functionalities. It's an ‘ugly duckling’ trick, or a red herring”. 

Beware, Markus warns: even if you successfully apply all of these five sales techniques, you won’t have the goose with the golden egg. "Successful internet entrepreneurs use these techniques to increase their sales by a few percent. It is not the solution to a bad proposition."

__Do you want to learn more from fellow entrepreneurs?__
[Listen to our podcast: Moment of Growth.](https://www.mollie.com/en/podcast)

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How to convince your customers to spend more

Today Mollie announces the closing of 90 million Euro (US$100 million) in its Series B funding round, taking the total amount raised by the company to 115 million Euro. The round was led by TCV, one of the largest growth equity investors focused on technology. Mollie will use the funding to accelerate international expansion and invest in product and engineering, helping it to realise its vision of becoming the most-loved payment service provider (PSP) in Europe.

Launched in 2004, Mollie is one of the largest PSPs in Europe, serving nearly 100,000 merchants across the continent, expecting to process well over 10 billion Euro transaction volume this year and doubling year-on-year. In the last year in Germany alone, processing volumes grew by 1000%. This growth has been driven by Mollie’s differentiated approach to online payments for its customers. It offers a best in class product with superior design and easy integration, simple and transparent pricing, no lock-in contracts and best-in-class customer service. Mollie counts Wickey, TOMS® and UNICEF as customers.

“TCV’s portfolio includes many household names: Netflix, Facebook, Spotify and Revolut, to name a few. This funding represents a huge endorsement of our business, our technology and our efforts to offer the best payment solutions that add value and help merchants unlock growth,” said Adriaan Mol, founder of Mollie. “Other PSPs are purely focused on price and volume. But medium sized merchants are finding they need their relationship with their PSP to be more than transactional. They need a partner to help them grow, to help them continually optimise their business – it’s an approach that TCV recognises builds significant long-term value.”

“It’s a challenging time for merchants across Europe, but it’s exciting to see so many of our customers tackle these challenges head-on. This ‘growth mindset’ is essential to the ongoing success of all companies in the new normal,” said Adriaan. “Across Europe, COVID-19 has dramatically accelerated the shift to e-commerce. We believe that accepting online payments should be effortless for everyone, not complicated – so we provide the best payment solutions, superior customer support and honest, transparent pricing to help merchants unlock growth and drive scale.”

“We are delighted to partner with Adriaan and the Mollie team,” said TCV General Partner John Doran. “TCV looks to invest in category leading technology companies that are disrupting large markets – exactly what Mollie is doing today. Mollie is a customer obsessed company that delights its e-commerce merchant customers with beautifully engineered products and by putting the needs and priorities of merchants at the centre of everything they do.”  

Muz Ashraf, Principal at TCV, added, "We have been tracking Mollie for some time now, and believe it has built a product that is frictionless, highly developer-friendly and very localised. The proposition has resonated strongly with merchants and has catapulted Mollie to becoming a leading e-commerce payments provider in Europe. We are delighted to partner with Adriaan and the team and are excited for the journey ahead."


Adriaan Mol-2020

Mollie raises 90 million Euro in TCV-led Series B funding

__Your online shop’s conversion rate must increase. Rather than making a series of changes, first look for better insights. Doing so requires the investment of time and money, but it ensures better long-term results. Check out these 4 options.__

## #1. Do A/B-testing

A/B testing serves some of your site visitors with a different variant. Let’s say: show picture A to 50% and picture B to the other 50%. That way, you can measure what converts better. It’s important to make a maximum of one change per test – for instance, the price, layout or button colour. Otherwise you can only guess the difference in conversion. 

It is a well-adopted method that online shop owners can use to gain more insights into the behaviour of their site visitors. However, it’s certainly not a solution for every online shop, warns Timo Stegman. Timo is a CRO Consultant at [ClickValue](https://clickvalue.nl/), a conversion optimisation agency.  

__Investment is needed__

“Firstly, A/B tests are quite expensive because different specialisations are required. For example, you need a developer, a quality manager who monitors if the test has been correctly set up, and someone who can draw the correct conclusions from the results”. 

There is also something else to consider – not every A/B test yields a result. For example, you may spend a few thousand euros on a test without it leading to concrete results. You should also account for population. “There are free online tools you can use to calculate your sample size. But to rule out coincidences, you need a large population anyway, from around 10,000 visitors. Many online shops have nowhere near that number”. 

The conclusion? An A/B test can make the difference but consider whether you have the money or visitor numbers to justify the investment. 

## #2. Set up a buyer’s survey

Fortunately, there are other ways in which you can discover where your conversion leaks are hidden: simply ask your visitors. That can be done with the Hotjar Buyer Survey, for example. Stegman calls this option ‘low effort, high gain’. “Our own research has shown that few visitors are willing to complete a survey during the ordering process. That changes if you offer that option on the ‘thank you’ page, when your customer has already bought something. People suddenly seem much more willing to answer a few questions”. 

__How to do it__

A mini-survey could ask a few questions like the following:

*Thanks for your purchase. We will start preparing your order immediately. Would you like to help us out by answering a few questions for 2 minutes?* 

*1. Why did you buy from us (motivation)*
*2. Did you have any doubts? (friction)*
*3. Do you have any other tips for us? (trigger)*

"This setup is based on BJ Fogg's Behavioural Model and examines the three most important aspects of behaviour: motivation, friction and triggers. You can improve your online shop even further if you know how to find this information”, said Stegeman.

## #3. Combine Google Analytics with user recordings

You already know Google Analytics. You can see [how visitors click](https://www.youtube.com/watch?v=Qg5Wh-8KyiA) and when they drop off by creating a conversion funnel. Now combine Google Analytics with so-called user recordings, from Hotjar for instance. It’s a golden opportunity.  

"User recordings are anonymous videos of the paths your visitor takes. Everything is recorded from every mouse movement to click, and can be seen in these recordings", said Stegeman. "However, anyone that has to watch 100 videos will go crazy quickly. So it makes much more sense to combine this with your conversion funnel in Google Analytics. Just follow the data from Google Analytics and turn on user recordings in places where there are many drop-offs. What patterns do you see? What is everyone doing wrong? You can fix the leaks with these new insights”. 

## #4. Find the bugs

Your greatest impact has yet to be made. And for that, the great thing is that you don’t need a tool, data analysts or developers. The biggest conversion gains are to be made in repairing functionalities that are broken. You might be working on a huge screen in an office, with a fast internet connection and using Chrome or Safari. But that story doesn’t hold true for all of your customers. They might be using Internet Explorer, an outdated version of Edge, or – more often than not – the mobile phone’s small screen.

“The question is whether your online shop will work flawlessly in every conceivable browser, and on different devices. We know that’s not often the case, just from our own experiences. That’s why it’s good to block-off a whole day to test your online shop’s functionalities every now and then. Of course, you should use all browsers on desktop, tablet and mobile. You will achieve the greatest conversion profits imaginable if you know how to kill all the bugs. No tool or data analysis can beat that”, said Stegman. 

__Do you want to learn more from fellow entrepreneurs?__
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