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
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