permanent beta (∞β):Your Ecommerce Optimization Framework

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permanent beta (∞β): Your Ecommerce Optimization Framework

permanent beta (∞β): Your Ecommerce Optimization Framework

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  • 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) ContentUX/UI Personalization Recovery Conversion ATV Thursday, 8 August 13
  • 8. permanent beta (∞β) • A collection of optimization frameworks ContentUX/UI Personalization Recovery Conversion ATV Thursday, 8 August 13
  • 9. permanent beta (∞β) • A collection of optimization frameworks • Content Optimization (IN) ContentUX/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) ContentUX/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) ContentUX/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) ContentUX/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) ContentUX/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) ContentUX/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 ContentUX/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