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permanent beta (∞β): Your Ecommerce Optimization Framework

permanent beta (∞β): Your Ecommerce Optimization Framework

permanent beta (∞β): Your Ecommerce Optimization Framework

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Abhishek Tiwari

August 08, 2013
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  1. permanent beta (∞β) Your Ecommerce Optimization Framework @abhishektiwari http://abhishek-tiwari.com Thursday,

    8 August 13
  2. Version 0.1 Thursday, 8 August 13

  3. Challenges Thursday, 8 August 13

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

    13
  5. Challenges • plan and execute permanent beta • improve conversion,

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

    ATV or AOV • develop and refine KPIs Thursday, 8 August 13
  7. permanent beta (∞β) Content UX/UI Personalization ‐Recovery ‐Conversion ‐ATV Thursday,

    8 August 13
  8. permanent beta (∞β) • A collection of optimization frameworks Content

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

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

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

  18. permanent beta (∞β) • Basic Steps • Aligning Ecommerce goals

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

    with business objectives (ATV, Conversion, Recovery) • Identify business objective funnel Thursday, 8 August 13
  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
  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
  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
  23. permanent beta (∞β) Thursday, 8 August 13

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

  25. permanent beta (∞β) • Generating Hypothesis • Ab initio: Relationship

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

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

    (s) between variables • Value proposition • Known drivers and inhibitors (ex. LIFT) Thursday, 8 August 13
  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
  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
  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
  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
  32. permanent beta (∞β) Thursday, 8 August 13

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

  34. permanent beta (∞β) • Experiment Types • A/B, Multivariate, Split

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

    URL Testing • Behavior, Recovery, Geo & Device Targeting Thursday, 8 August 13
  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
  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
  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
  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
  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
  41. Content Thursday, 8 August 13

  42. Content • Frictionless discovery Thursday, 8 August 13

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

    13
  44. Content • Frictionless discovery • Friction coefficient • Optimize for

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

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

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

    better • product taxonomy • product description/stories/curation • product search/relevance Thursday, 8 August 13
  48. UX/UI Thursday, 8 August 13

  49. UX/UI • Optimization for Thursday, 8 August 13

  50. UX/UI • Optimization for • Information Architecture, Navigation, Content Thursday,

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

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

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

    Usability, Accessibility • Landing page, Calls to action, Persuasion • Devices, Browsing experience Thursday, 8 August 13
  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
  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
  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
  57. Personalization Thursday, 8 August 13

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

    August 13
  59. Personalization • Involves optimization of one or more • Differential/dynamic

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

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

    pricing/promotion • Segmentation (Device, Geo, Profile) • Personalized cart recovery Thursday, 8 August 13
  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
  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
  64. KPIs Thursday, 8 August 13

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

  66. KPIs • Establishing the multi-level KPIs • Top level KPIs

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

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

    (Website performance) • Page level KPIs (Category performance) • Product level KPIs Thursday, 8 August 13
  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
  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
  71. Thank You Thursday, 8 August 13