Amazon – Continual Improvement Today Late 2000’s Mid 2000’s Early 2000’sLate 90s
How Amazon Has Evolved Personalisation (Across Channels) Automated Optimisation (Personalisation) Content Targeting (customer segments) Testing (Know what users WANT to do and WHY) Discovery (Know what users did)
Discovery Starts With Asking Questions? What is your conversion at each stage of the conversion funnel?
What and WhyCompanies who integrated usability testingand analytics well were more than 2x aslikely to have seen a large increase in salesas those that didn’tConversion rate Optimisation Report 2012
Tools To Help With Discovery WhatQuantitative Qualitative Why
Testing Trust Elements• Adding ticks improved performance by 1.41%• Replacing ‘VeriSign’ with FTSE and other associated logo’s improved performance by 9.87%• Overall winner improved performance by 24.54%