permanent beta (∞β): Your Ecommerce Optimization Framework

permanent beta (∞β): Your Ecommerce Optimization Framework

permanent beta (∞β): Your Ecommerce Optimization Framework

4f815875c95a2df608f30811f84f2894?s=128

Abhishek Tiwari

August 08, 2013
Tweet

Transcript

  1. 6.

    Challenges • plan and execute permanent beta • improve conversion,

    ATV or AOV • develop and refine KPIs Thursday, 8 August 13
  2. 8.

    permanent beta (∞β) • A collection of optimization frameworks Content

    UX/UI Personalization ‐Recovery ‐Conversion ‐ATV Thursday, 8 August 13
  3. 9.

    permanent beta (∞β) • A collection of optimization frameworks •

    Content Optimization (IN) Content UX/UI Personalization ‐Recovery ‐Conversion ‐ATV Thursday, 8 August 13
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 18.

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

    with business objectives (ATV, Conversion, Recovery) Thursday, 8 August 13
  11. 19.

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

    with business objectives (ATV, Conversion, Recovery) • Identify business objective funnel Thursday, 8 August 13
  12. 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
  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
  14. 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
  15. 26.

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

    (s) between variables • Value proposition Thursday, 8 August 13
  16. 27.

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

    (s) between variables • Value proposition • Known drivers and inhibitors (ex. LIFT) Thursday, 8 August 13
  17. 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
  18. 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
  19. 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
  20. 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
  21. 35.

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

    URL Testing • Behavior, Recovery, Geo & Device Targeting Thursday, 8 August 13
  22. 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
  23. 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
  24. 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
  25. 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
  26. 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
  27. 45.

    Content • Frictionless discovery • Friction coefficient • Optimize for

    better • product taxonomy Thursday, 8 August 13
  28. 46.

    Content • Frictionless discovery • Friction coefficient • Optimize for

    better • product taxonomy • product description/stories/curation Thursday, 8 August 13
  29. 47.

    Content • Frictionless discovery • Friction coefficient • Optimize for

    better • product taxonomy • product description/stories/curation • product search/relevance Thursday, 8 August 13
  30. 52.

    UX/UI • Optimization for • Information Architecture, Navigation, Content •

    Usability, Accessibility • Landing page, Calls to action, Persuasion Thursday, 8 August 13
  31. 53.

    UX/UI • Optimization for • Information Architecture, Navigation, Content •

    Usability, Accessibility • Landing page, Calls to action, Persuasion • Devices, Browsing experience Thursday, 8 August 13
  32. 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
  33. 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
  34. 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
  35. 60.

    Personalization • Involves optimization of one or more • Differential/dynamic

    pricing/promotion • Segmentation (Device, Geo, Profile) Thursday, 8 August 13
  36. 61.

    Personalization • Involves optimization of one or more • Differential/dynamic

    pricing/promotion • Segmentation (Device, Geo, Profile) • Personalized cart recovery Thursday, 8 August 13
  37. 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
  38. 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
  39. 66.

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

    (Website performance) Thursday, 8 August 13
  40. 67.

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

    (Website performance) • Page level KPIs (Category performance) Thursday, 8 August 13
  41. 68.

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

    (Website performance) • Page level KPIs (Category performance) • Product level KPIs Thursday, 8 August 13
  42. 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
  43. 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