permanent beta (∞β): Your Ecommerce Optimization Framework

permanent beta (∞β): Your Ecommerce Optimization Framework

Transcript

1. permanent beta (∞β)
   Your Ecommerce Optimization Framework
   @abhishektiwari
   http://abhishek-tiwari.com
   Thursday, 8 August 13
   

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2. Version 0.1
   Thursday, 8 August 13
   

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3. Challenges
   Thursday, 8 August 13
   

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4. Challenges
   • plan and execute permanent beta
   Thursday, 8 August 13
   

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5. Challenges
   • plan and execute permanent beta
   • improve conversion, ATV or AOV
   Thursday, 8 August 13
   

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6. Challenges
   • plan and execute permanent beta
   • improve conversion, ATV or AOV
   • develop and refine KPIs
   Thursday, 8 August 13
   

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7. permanent beta (∞β)
   Content
   UX/UI
   Personalization
   ‐Recovery
   ‐Conversion
   ‐ATV
   Thursday, 8 August 13
   

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8. permanent beta (∞β)
   • A collection of optimization frameworks
   Content
   UX/UI
   Personalization
   ‐Recovery
   ‐Conversion
   ‐ATV
   Thursday, 8 August 13
   

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9. permanent beta (∞β)
   • A collection of optimization frameworks
   • Content Optimization (IN)
   Content
   UX/UI
   Personalization
   ‐Recovery
   ‐Conversion
   ‐ATV
   Thursday, 8 August 13
   

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10. permanent beta (∞β)
    • A collection of optimization frameworks
    • Content Optimization (IN)
    • UX/UI Optimization (IN)
    Content
    UX/UI
    Personalization
    ‐Recovery
    ‐Conversion
    ‐ATV
    Thursday, 8 August 13
    

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11. permanent beta (∞β)
    • A collection of optimization frameworks
    • Content Optimization (IN)
    • UX/UI Optimization (IN)
    • Personalization Optimization (IN)
    Content
    UX/UI
    Personalization
    ‐Recovery
    ‐Conversion
    ‐ATV
    Thursday, 8 August 13
    

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12. permanent beta (∞β)
    • A collection of optimization frameworks
    • Content Optimization (IN)
    • UX/UI Optimization (IN)
    • Personalization Optimization (IN)
    • Conversion Optimization (OUT)
    Content
    UX/UI
    Personalization
    ‐Recovery
    ‐Conversion
    ‐ATV
    Thursday, 8 August 13
    

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13. permanent beta (∞β)
    • A collection of optimization frameworks
    • Content Optimization (IN)
    • UX/UI Optimization (IN)
    • Personalization Optimization (IN)
    • Conversion Optimization (OUT)
    • ATV Optimization (OUT)
    Content
    UX/UI
    Personalization
    ‐Recovery
    ‐Conversion
    ‐ATV
    Thursday, 8 August 13
    

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14. permanent beta (∞β)
    • A collection of optimization frameworks
    • Content Optimization (IN)
    • UX/UI Optimization (IN)
    • Personalization Optimization (IN)
    • Conversion Optimization (OUT)
    • ATV Optimization (OUT)
    • Recovery Optimization (OUT)
    Content
    UX/UI
    Personalization
    ‐Recovery
    ‐Conversion
    ‐ATV
    Thursday, 8 August 13
    

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15. permanent beta (∞β)
    • A collection of optimization frameworks
    • Content Optimization (IN)
    • UX/UI Optimization (IN)
    • Personalization Optimization (IN)
    • Conversion Optimization (OUT)
    • ATV Optimization (OUT)
    • Recovery Optimization (OUT)
    • Funnel → Hypothesis → Experiment ↻ Rinse & Repeat
    Content
    UX/UI
    Personalization
    ‐Recovery
    ‐Conversion
    ‐ATV
    Thursday, 8 August 13
    

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16. permanent beta (∞β)
    Thursday, 8 August 13
    

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17. permanent beta (∞β)
    • Basic Steps
    Thursday, 8 August 13
    

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18. permanent beta (∞β)
    • Basic Steps
    • Aligning Ecommerce goals with business
    objectives (ATV, Conversion, Recovery)
    Thursday, 8 August 13
    

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19. permanent beta (∞β)
    • Basic Steps
    • Aligning Ecommerce goals with business
    objectives (ATV, Conversion, Recovery)
    • Identify business objective funnel
    Thursday, 8 August 13
    

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20. permanent beta (∞β)
    • Basic Steps
    • Aligning Ecommerce goals with business
    objectives (ATV, Conversion, Recovery)
    • Identify business objective funnel
    • Generate test hypothesis
    Thursday, 8 August 13
    

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21. permanent beta (∞β)
    • Basic Steps
    • Aligning Ecommerce goals with business
    objectives (ATV, Conversion, Recovery)
    • Identify business objective funnel
    • Generate test hypothesis
    • Plan, create and run experiment
    Thursday, 8 August 13
    

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22. permanent beta (∞β)
    • Basic Steps
    • Aligning Ecommerce goals with business
    objectives (ATV, Conversion, Recovery)
    • Identify business objective funnel
    • Generate test hypothesis
    • Plan, create and run experiment
    • Analyze results, rinse and repeat
    Thursday, 8 August 13
    

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23. permanent beta (∞β)
    Thursday, 8 August 13
    

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24. permanent beta (∞β)
    • Generating Hypothesis
    Thursday, 8 August 13
    

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25. permanent beta (∞β)
    • Generating Hypothesis
    • Ab initio: Relationship (s) between variables
    Thursday, 8 August 13
    

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26. permanent beta (∞β)
    • Generating Hypothesis
    • Ab initio: Relationship (s) between variables
    • Value proposition
    Thursday, 8 August 13
    

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27. permanent beta (∞β)
    • Generating Hypothesis
    • Ab initio: Relationship (s) between variables
    • Value proposition
    • Known drivers and inhibitors (ex. LIFT)
    Thursday, 8 August 13
    

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28. permanent beta (∞β)
    • Generating Hypothesis
    • Ab initio: Relationship (s) between variables
    • Value proposition
    • Known drivers and inhibitors (ex. LIFT)
    • Data driven: Pattern recognition
    Thursday, 8 August 13
    

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29. permanent beta (∞β)
    • Generating Hypothesis
    • Ab initio: Relationship (s) between variables
    • Value proposition
    • Known drivers and inhibitors (ex. LIFT)
    • Data driven: Pattern recognition
    • Behavior/Path/Segmentation Patterns
    Thursday, 8 August 13
    

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30. permanent beta (∞β)
    • Generating Hypothesis
    • Ab initio: Relationship (s) between variables
    • Value proposition
    • Known drivers and inhibitors (ex. LIFT)
    • Data driven: Pattern recognition
    • Behavior/Path/Segmentation Patterns
    • Exploratory (Heatmaps/Clickmaps)
    Thursday, 8 August 13
    

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31. permanent beta (∞β)
    • Generating Hypothesis
    • Ab initio: Relationship (s) between variables
    • Value proposition
    • Known drivers and inhibitors (ex. LIFT)
    • Data driven: Pattern recognition
    • Behavior/Path/Segmentation Patterns
    • Exploratory (Heatmaps/Clickmaps)
    • Weaknesses and opportunities
    Thursday, 8 August 13
    

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32. permanent beta (∞β)
    Thursday, 8 August 13
    

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33. permanent beta (∞β)
    • Experiment Types
    Thursday, 8 August 13
    

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34. permanent beta (∞β)
    • Experiment Types
    • A/B, Multivariate, Split URL Testing
    Thursday, 8 August 13
    

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35. permanent beta (∞β)
    • Experiment Types
    • A/B, Multivariate, Split URL Testing
    • Behavior, Recovery, Geo & Device Targeting
    Thursday, 8 August 13
    

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36. permanent beta (∞β)
    • Experiment Types
    • A/B, Multivariate, Split URL Testing
    • Behavior, Recovery, Geo & Device Targeting
    • Heatmaps, Clickmaps & Usability Testing
    Thursday, 8 August 13
    

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37. permanent beta (∞β)
    • Experiment Types
    • A/B, Multivariate, Split URL Testing
    • Behavior, Recovery, Geo & Device Targeting
    • Heatmaps, Clickmaps & Usability Testing
    • Customer journey analysis, Cart abandonment analysis, Segmentation
    Thursday, 8 August 13
    

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38. permanent beta (∞β)
    • Experiment Types
    • A/B, Multivariate, Split URL Testing
    • Behavior, Recovery, Geo & Device Targeting
    • Heatmaps, Clickmaps & Usability Testing
    • Customer journey analysis, Cart abandonment analysis, Segmentation
    • Tools
    Thursday, 8 August 13
    

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39. permanent beta (∞β)
    • Experiment Types
    • A/B, Multivariate, Split URL Testing
    • Behavior, Recovery, Geo & Device Targeting
    • Heatmaps, Clickmaps & Usability Testing
    • Customer journey analysis, Cart abandonment analysis, Segmentation
    • Tools
    • VWO, GWO,Optimizely, Sitespect, Test & Target, ClickTale, Crazy Egg
    Thursday, 8 August 13
    

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40. permanent beta (∞β)
    • Experiment Types
    • A/B, Multivariate, Split URL Testing
    • Behavior, Recovery, Geo & Device Targeting
    • Heatmaps, Clickmaps & Usability Testing
    • Customer journey analysis, Cart abandonment analysis, Segmentation
    • Tools
    • VWO, GWO,Optimizely, Sitespect, Test & Target, ClickTale, Crazy Egg
    • GA, SiteCatalyst, SeeWhy, BubbleBox, Tableau, R, SAS
    Thursday, 8 August 13
    

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41. Content
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42. Content
    • Frictionless discovery
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43. Content
    • Frictionless discovery
    • Friction coefficient
    Thursday, 8 August 13
    

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44. Content
    • Frictionless discovery
    • Friction coefficient
    • Optimize for better
    Thursday, 8 August 13
    

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45. Content
    • Frictionless discovery
    • Friction coefficient
    • Optimize for better
    • product taxonomy
    Thursday, 8 August 13
    

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46. Content
    • Frictionless discovery
    • Friction coefficient
    • Optimize for better
    • product taxonomy
    • product description/stories/curation
    Thursday, 8 August 13
    

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47. Content
    • Frictionless discovery
    • Friction coefficient
    • Optimize for better
    • product taxonomy
    • product description/stories/curation
    • product search/relevance
    Thursday, 8 August 13
    

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48. UX/UI
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49. UX/UI
    • Optimization for
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50. UX/UI
    • Optimization for
    • Information Architecture, Navigation, Content
    Thursday, 8 August 13
    

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51. UX/UI
    • Optimization for
    • Information Architecture, Navigation, Content
    • Usability, Accessibility
    Thursday, 8 August 13
    

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52. UX/UI
    • Optimization for
    • Information Architecture, Navigation, Content
    • Usability, Accessibility
    • Landing page, Calls to action, Persuasion
    Thursday, 8 August 13
    

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53. UX/UI
    • Optimization for
    • Information Architecture, Navigation, Content
    • Usability, Accessibility
    • Landing page, Calls to action, Persuasion
    • Devices, Browsing experience
    Thursday, 8 August 13
    

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54. UX/UI
    • Optimization for
    • Information Architecture, Navigation, Content
    • Usability, Accessibility
    • Landing page, Calls to action, Persuasion
    • Devices, Browsing experience
    • Personas, Behaviors, Mental models
    Thursday, 8 August 13
    

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55. UX/UI
    • Optimization for
    • Information Architecture, Navigation, Content
    • Usability, Accessibility
    • Landing page, Calls to action, Persuasion
    • Devices, Browsing experience
    • Personas, Behaviors, Mental models
    • Business objectives
    Thursday, 8 August 13
    

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56. UX/UI
    • Optimization for
    • Information Architecture, Navigation, Content
    • Usability, Accessibility
    • Landing page, Calls to action, Persuasion
    • Devices, Browsing experience
    • Personas, Behaviors, Mental models
    • Business objectives
    • Functional, Lean and MVP
    Thursday, 8 August 13
    

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57. Personalization
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58. Personalization
    • Involves optimization of one or more
    Thursday, 8 August 13
    

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59. Personalization
    • Involves optimization of one or more
    • Differential/dynamic pricing/promotion
    Thursday, 8 August 13
    

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60. Personalization
    • Involves optimization of one or more
    • Differential/dynamic pricing/promotion
    • Segmentation (Device, Geo, Profile)
    Thursday, 8 August 13
    

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61. Personalization
    • Involves optimization of one or more
    • Differential/dynamic pricing/promotion
    • Segmentation (Device, Geo, Profile)
    • Personalized cart recovery
    Thursday, 8 August 13
    

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62. Personalization
    • Involves optimization of one or more
    • Differential/dynamic pricing/promotion
    • Segmentation (Device, Geo, Profile)
    • Personalized cart recovery
    • On-demand optimization/microtargetting
    Thursday, 8 August 13
    

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63. Personalization
    • Involves optimization of one or more
    • Differential/dynamic pricing/promotion
    • Segmentation (Device, Geo, Profile)
    • Personalized cart recovery
    • On-demand optimization/microtargetting
    • Recommendation and reviews
    Thursday, 8 August 13
    

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64. KPIs
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65. KPIs
    • Establishing the multi-level KPIs
    Thursday, 8 August 13
    

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66. KPIs
    • Establishing the multi-level KPIs
    • Top level KPIs (Website performance)
    Thursday, 8 August 13
    

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67. KPIs
    • Establishing the multi-level KPIs
    • Top level KPIs (Website performance)
    • Page level KPIs (Category performance)
    Thursday, 8 August 13
    

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68. KPIs
    • Establishing the multi-level KPIs
    • Top level KPIs (Website performance)
    • Page level KPIs (Category performance)
    • Product level KPIs
    Thursday, 8 August 13
    

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69. KPIs
    • Establishing the multi-level KPIs
    • Top level KPIs (Website performance)
    • Page level KPIs (Category performance)
    • Product level KPIs
    • Promotion level KPIs
    Thursday, 8 August 13
    

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70. KPIs
    • Establishing the multi-level KPIs
    • Top level KPIs (Website performance)
    • Page level KPIs (Category performance)
    • Product level KPIs
    • Promotion level KPIs
    • Real-time KPI Dashboard
    Thursday, 8 August 13
    

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71. Thank You
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