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permanent beta (∞β): Your Ecommerce Optimizatio...

permanent beta (∞β): Your Ecommerce Optimization Framework

permanent beta (∞β): Your Ecommerce Optimization Framework

Abhishek Tiwari

August 08, 2013
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  1. Challenges • plan and execute permanent beta • improve conversion,

    ATV or AOV • develop and refine KPIs Thursday, 8 August 13
  2. permanent beta (∞β) • A collection of optimization frameworks Content

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

    Content Optimization (IN) Content UX/UI Personalization ‐Recovery ‐Conversion ‐ATV Thursday, 8 August 13
  4. 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. 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. 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. 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. 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. 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. permanent beta (∞β) • Basic Steps • Aligning Ecommerce goals

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

    with business objectives (ATV, Conversion, Recovery) • Identify business objective funnel Thursday, 8 August 13
  12. 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. 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. 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. permanent beta (∞β) • Generating Hypothesis • Ab initio: Relationship

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

    (s) between variables • Value proposition • Known drivers and inhibitors (ex. LIFT) Thursday, 8 August 13
  17. 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. 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. 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. 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. permanent beta (∞β) • Experiment Types • A/B, Multivariate, Split

    URL Testing • Behavior, Recovery, Geo & Device Targeting Thursday, 8 August 13
  22. 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. 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. 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. 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. 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. Content • Frictionless discovery • Friction coefficient • Optimize for

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

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

    better • product taxonomy • product description/stories/curation • product search/relevance Thursday, 8 August 13
  30. UX/UI • Optimization for • Information Architecture, Navigation, Content •

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

    Usability, Accessibility • Landing page, Calls to action, Persuasion • Devices, Browsing experience Thursday, 8 August 13
  32. 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. 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. 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. Personalization • Involves optimization of one or more • Differential/dynamic

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

    pricing/promotion • Segmentation (Device, Geo, Profile) • Personalized cart recovery Thursday, 8 August 13
  37. 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. 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. KPIs • Establishing the multi-level KPIs • Top level KPIs

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

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

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