Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Vab Dwivedi - Real World E-Commerce and Customer Experience Optimization Practices from Dell.com

371 views

Published on

As a leader in site optimization and digital analytics for nearly a decade, Dell has a robust approach to e-commerce optimization. In this session, Vab Dwivedi will discuss how Dell drives a world class user experience for its Consumer, Business and Support visitors through robust testing and targeted personalization. Learn how they leverage both A/B and multivariate testing for a user experience that is constantly being optimized for conversion and revenue. Take away key engagement tips to build your next testing projects.

Published in: Technology

Vab Dwivedi - Real World E-Commerce and Customer Experience Optimization Practices from Dell.com

  1. 1. Driving Customer Experience Through Testing, Research & Analytics Vab Dwivedi Dell | Director, Testing & Research @vabdwivedi linkedin.com/in/vabdwivedi
  2. 2. 2 of Y What’s our approach?
  3. 3. 3 of Y Our tenets W1 A2 D3 G4 S5 B6
  4. 4. 4 of Y Our tenets We Are Customer Obsessed1 A2 D3 G4 S5 B6
  5. 5. 5 of Y Our tenets W1 Act as Subject Matter Experts2 D3 G4 S5 B6
  6. 6. 6 of Y Our tenets W1 A2 Deliver Advanced Analytics In A Consumable Manner3 G4 S5 B6
  7. 7. 7 of Y Our tenets W1 A2 D3 Guide Decision Making Through Insights And Experimentation4 S5 B6
  8. 8. 8 of Y Our tenets W1 A2 D3 G4 Serve As A Channel of Knowledge5 B6
  9. 9. 9 of Y Our tenets W1 A2 D3 G4 S5 Be Agile6
  10. 10. 10 of Y Our tenets W1 A2 D3 G4 S5 B6
  11. 11. 11 of Y Holding ourselves accountable In1 D2 D3 M4 E5 D6
  12. 12. 12 of Y Holding ourselves accountable Influencing Agenda/Roadmap1 D2 D3 M4 E5 D6
  13. 13. 13 of Y Holding ourselves accountable In1 Delivering Actionable Insights2 D3 M4 E5 D6
  14. 14. 14 of Y Holding ourselves accountable In1 D2 Delighting Our Customers3 M4 E5 D6
  15. 15. 15 of Y Holding ourselves accountable In1 D2 D3 Managing Stakeholders4 E5 D6
  16. 16. 16 of Y Holding ourselves accountable In1 D2 D3 M4 Executing With Operational Excellence5 D6
  17. 17. 17 of Y Holding ourselves accountable In1 D2 D3 M4 E5 Driving An Innovative Vision6
  18. 18. 18 of Y Holding ourselves accountable In1 D2 D3 M4 E5 D6
  19. 19. Setting our team up for success
  20. 20. 20 of Y
  21. 21. 21 of Y
  22. 22. 22 of Y
  23. 23. 23 of Y
  24. 24. 24 of Y That was ‘how’…let’s look at some projects…
  25. 25. Dell.com Home Page
  26. 26. 26 of Y
  27. 27. 27 of Y
  28. 28. 28 of Y
  29. 29. 29 of Y
  30. 30. 30 of Y Iterative testing over 18 months…
  31. 31. 31 of Y Iterative testing over 18 months…
  32. 32. 32 of Y We measured EVERYTHING!
  33. 33. 33 of Y We measured EVERYTHING!
  34. 34. 34 of Y We measured EVERYTHING!
  35. 35. 35 of Y We measured EVERYTHING!
  36. 36. 36 of Y We measured EVERYTHING!
  37. 37. 37 of Y We measured EVERYTHING!
  38. 38. 38 of Y …And then some more…
  39. 39. 39 of Y …And then some more…
  40. 40. 40 of Y …And then some more…
  41. 41. 41 of Y …And then some more…
  42. 42. 42 of Y …And then some more…
  43. 43. 43 of Y …Look into device type performance…
  44. 44. 44 of Y …Look into device type performance…
  45. 45. 45 of Y …Look into device type performance…
  46. 46. 46 of Y …Look into device type performance…
  47. 47. Drive Big Change: A new Dell.com
  48. 48. 48 of Y
  49. 49. 49 of Y
  50. 50. 50 of Y Not just a new visual identity…
  51. 51. 51 of Y Not just a new visual identity… The new Dell.com was new in every way….platform, architecture, back end services
  52. 52. 52 of Y Not just a new visual identity… The new Dell.com was new in every way….platform, architecture, back end services Before going live, test it to ensure a win for customers and the business
  53. 53. 53 of Y Not just a new visual identity… The new Dell.com was new in every way….platform, architecture, back end services Before going live, test it to ensure a win for customers and the business Expecting a quick win….
  54. 54. 54 of Y Not just a new visual identity… The new Dell.com was new in every way….platform, architecture, back end services Before going live, test it to ensure a win for customers and the business Expecting a quick win…. … -33% revenue/visit
  55. 55. 55 of Y OK, no big deal…we know what to do
  56. 56. 56 of Y OK, no big deal…we know what to do Let’s introduce UI enhancements
  57. 57. 57 of Y OK, no big deal…we know what to do Let’s introduce UI enhancements 24 of them…through various parts in the site
  58. 58. 58 of Y OK, no big deal…we know what to do Let’s introduce UI enhancements 24 of them…through various parts in the site Recipe C will be our super recipe that will bridge the gap when we re-run the test
  59. 59. 59 of Y OK, no big deal…we know what to do Let’s introduce UI enhancements 24 of them…through various parts in the site Recipe C will be our super recipe that will bridge the gap when we re-run the test … -45% revenue/visit
  60. 60. 60 of Y Maybe its not the UI…
  61. 61. 61 of Y Maybe its not the UI… It is a new platform…
  62. 62. 62 of Y Maybe its not the UI… It is a new platform… We need re-run and this time look at the metrics that can point to any issues with the platform
  63. 63. 63 of Y Performance metrics
  64. 64. 64 of Y Performance metrics
  65. 65. 65 of Y Performance metrics
  66. 66. 66 of Y Performance metrics
  67. 67. 67 of Y Performance metrics
  68. 68. 68 of Y Performance metrics
  69. 69. 69 of Y Performance metrics
  70. 70. 70 of Y Well that explains it…
  71. 71. 71 of Y Well that explains it… Now we can work with engineering and provide guidance on where the issues are
  72. 72. 72 of Y Well that explains it… Now we can work with engineering and provide guidance on where the issues are Emergency sprints scheduled to address live issues
  73. 73. 73 of Y Well that explains it… Now we can work with engineering and provide guidance on where the issues are Emergency sprints scheduled to address live issues Re-test now….
  74. 74. 74 of Y Well that explains it… Now we can work with engineering and provide guidance on where the issues are Emergency sprints scheduled to address live issues Re-test now…. … +3% revenue/visit!!!
  75. 75. Find something small that can make an impact: Continue shopping
  76. 76. 76 of Y Should ‘Continue Shopping’ be smarter?
  77. 77. 77 of Y Should ‘Continue Shopping’ be smarter?
  78. 78. 78 of Y Should ‘Continue Shopping’ be smarter?
  79. 79. 79 of Y Should ‘Continue Shopping’ be smarter?
  80. 80. 80 of Y Did it work?
  81. 81. 81 of Y Did it work?
  82. 82. 82 of Y Are you sure?
  83. 83. 83 of Y Are you sure?
  84. 84. 84 of Y Are you sure?
  85. 85. 85 of Y Are you sure?
  86. 86. 86 of Y Now iterate, globalize and future proof
  87. 87. 87 of Y Now iterate, globalize and future proof
  88. 88. 88 of Y Now iterate, globalize and future proof
  89. 89. 89 of Y Now iterate, globalize and future proof
  90. 90. 90 of Y Now iterate, globalize and future proof
  91. 91. 91 of Y Now iterate, globalize and future proof
  92. 92. 92 of Y Now iterate, globalize and future proof
  93. 93. 93 of Y Now iterate, globalize and future proof
  94. 94. Rapid fire: Everything doesn’t have to be a ‘project’…
  95. 95. 95 of Y Cycling through order codes vs
  96. 96. 96 of Y Cycling through order codes vs +9.1% Conversion +11.9% Revenue/Visit +91.6% Button Engagement -1.49% Exit rates +.6% Compare usage
  97. 97. 97 of Y Adding payment methods to cart vs
  98. 98. 98 of Y Adding payment methods to cart vs +4.3% Conversion +10.5% Revenue/Visit +2.2% Payment Pg > Confirm Page
  99. 99. 99 of Y Results sorting method vs
  100. 100. 100 of Y Results sorting method vs +6.7% Conversion +15% Revenue/Visit +51% Conversion for highest price band -64% Engagement with sort option
  101. 101. 101 of Y Category page filter layout vs
  102. 102. 102 of Y Category page filter layout vs -7.5% Conversion -6.4% Revenue/Visit -40% Engagement -17% Conversion for engagers -8% Next page
  103. 103. 103 of Y Sequencing options for systems Based on business rules and availability Hardware, Software, Services, Misc. vs
  104. 104. 104 of Y Sequencing options for systems Based on business rules and availability Hardware, Software, Services, Misc. vs +13.8% Conversion +15.5% Revenue/Visit +12.7% Margin/Visit
  105. 105. 105 of Y Clickable tabs and ‘Add to Cart’ CTA vs
  106. 106. 106 of Y Clickable tabs and ‘Add to Cart’ CTA vs +11% Conversion +52% Engagement w/tabs & CTAs +13% Movement through funnel -2% Exit rate
  107. 107. 107 of Y Sign in page titles vs
  108. 108. 108 of Y Sign in page titles vs +3% Conversion -4% Guest checkout +3.7% Movement through funnel +1% Authentication
  109. 109. 109 of Y Navigation title change vs
  110. 110. 110 of Y Navigation title change -3.5% Conversion -5.8% Revenue/Visit -3% Engagement No Change Movement to browse vs
  111. 111. If you only remember three things from today…
  112. 112. 112 of Y Our daily mantra
  113. 113. 113 of Y Our daily mantra You want iterative testing & a LOT of data1 Winners and Losers are good2 Keep it simple for your customer3
  114. 114. 114 of Y
  115. 115. Driving Customer Experience Through Testing, Research & Analytics Vab Dwivedi Dell | Director, Testing & Research @vabdwivedi linkedin.com/in/vabdwivedi

×