You can't compete with the largest websites, such as Amazon and Zalando, on price, delivery and return terms, large selection, usability, etc.Because of that, some people might consider this a lost game! How else can you compete with them? I've done hundreds of usability tests and customer interviews during the past few years. I've told users they needed e.g. new shoes, a new washing machine, a new computer, new bedding, new toys for their kids, etc. and had them start with Google. Most times, they don't end up buying from the biggest websites. They end up buying from smaller niche sites. Why? Because these sites truly understand their visitors, and they know how to motivate them to make a buying decision. In my presentation, I'll reveal how to beat these large websites by understanding how to motivate your visitors and by competing on parameters where the big fish suck!