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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

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

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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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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
    Thursday, 8 August 13

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  42. Content
    • Frictionless discovery
    Thursday, 8 August 13

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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
    Thursday, 8 August 13

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

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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
    Thursday, 8 August 13

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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
    Thursday, 8 August 13

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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
    Thursday, 8 August 13

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