© 2013 Forrester Research, Inc. Reproduction Prohibited 1
the world of e-Commerce
testing and personalization
is changing
Zee Aganovic, Ph.D.
Founder & CEO, HiConversion
2000 2014
Site
Analytics
PersonalizationA/B Split and
Multivariate
Testing
Sustainablevalue
EVOLUTION OF e-COMMERCE OPTIMI...
eRPM is a disruptive
technology framework
for sustainable online
revenue growth
!
!
eRPM!
EVERYTHING!
INTERACTS!
WITH!
EVE...
e-commerce technology is very complex
OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
traditional optimization
requires IT resources
1.  Custom tagging of pages
2.  Custom scripting of
optimization variables
...
solution. virtualization
US PATENTS: 7779161 and 8499237
<HEAD>
HICONVERSION
HEAD TAG
</HEAD>
<BODY>
HICONVERSION
BODY TAG...
US PATENTS 7779161 and 8499237
solution. virtualization
STEP 1: Select an element to add to the campaign.
solution. virtualization
US PATENTS 7779161 and 8499237
STEP 2: Click on ‘move’ to relocate the element.
solution. virtualization
STEP 3: View the new variable you just created.
everything interacts with everything else
OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
optimization requirements are escalating;
finding what works is getting more difficult
MULTI-DEVICE
MULTI-PAGE
MULTI-VARIAT...
combining A/B test results doesn’t work.
full-funnel, multi-segment, multi-variate, multi-targeting, and more
solution. multi-everything optimization
$$$
SINGLE CA...
customer preferences are constantly changing
OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
case study. free shipping experiment
week one. strong performance with $50 min.
week two. can significant results change?
e-Commerce surprise: the magnitude of
visitor time varying behavior
figure 1. REVENUE PER VISITOR (RPV) OVER TIME – ONE PAGE
visitors reactions to the same experience
can fluctuate significantl...
solution. real time optimization
VERSION A VERSION B
15%88%
figure 2. CAMPAIGN VS. BASELINE RPV PERFORMANCE
85%12%
$95.00$9...
benefit. sustainable revenue growth
ready, set, launch
operating in a world of
Kristopher Jean
e-Commerce Content Manager, L’Orèal USA
multi-everything
MULTIPLE!
STAKEHOLDERS
MULTIPLE!
PHASES
MULTIPLE!
PAGES
MULTIPLE!
TECH RESOURCES
MULTIPLE!
VARIABLES
MULTIPLE!
SEGMENTS
MU...
each of these tenets can fit together
under the umbrella of one
multi-everything optimization strategy
… but how are these ...
GETTING STARTED WITH ERPM
build your very own
optimization roadmap.
four key aspects of any roadmap:
1.  Brainstorming ide...
part 1. brainstorming ideas
Get the scoop on anti-aging and find the routine right for your skin concern Learn More
PERSON...
part 1. brainstorming ideas
Get the scoop on anti-aging and find the routine right for your skin concern Learn MoreThe Ult...
part 2. setting expectations
what do we want to accomplish and how does this campaign look?
A
PERSONALIZATION PERSONALIZAT...
part 2. setting expectations
what do we want to accomplish and how does this campaign look?
part 3. aligning resources
what tactical resources are necessary to get this strategy off the ground?
DEVELOPMENT RESOURCES
part 4. managing expectations
PRELIMINARY NET RESULTS – CAMPAIGN-WIDE
+59.76% RPV, +127% CONVERSION RATE
The Ultimate Man ...
The ABC’s
of eRPM
Just e-mail Maeve at:
info@hiconversion.com
FREE ECOMMERCE GUIDE
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e-Commerce Testing: The Coming of Age

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In this SlideShare, you'll learn how to scope and execute an online testing strategy geared towards building sustainable revenue growth.

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e-Commerce Testing: The Coming of Age

  1. 1. © 2013 Forrester Research, Inc. Reproduction Prohibited 1
  2. 2. the world of e-Commerce testing and personalization is changing Zee Aganovic, Ph.D. Founder & CEO, HiConversion
  3. 3. 2000 2014 Site Analytics PersonalizationA/B Split and Multivariate Testing Sustainablevalue EVOLUTION OF e-COMMERCE OPTIMIZATION 2006 2009 e-Commerce Revenue Performance Management
  4. 4. eRPM is a disruptive technology framework for sustainable online revenue growth ! ! eRPM! EVERYTHING! INTERACTS! WITH! EVERYTHING multi- everything E-COMMERCE! TECHNOLOGY IS! VERY COMPLEX ! virtualization (no IT needed) CUSTOMER! PREFERENCES! ARE ALWAYS! CHANGING real-time
  5. 5. e-commerce technology is very complex OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
  6. 6. traditional optimization requires IT resources 1.  Custom tagging of pages 2.  Custom scripting of optimization variables 3.  Implementing your optimization results
  7. 7. solution. virtualization US PATENTS: 7779161 and 8499237 <HEAD> HICONVERSION HEAD TAG </HEAD> <BODY> HICONVERSION BODY TAG </BODY>
  8. 8. US PATENTS 7779161 and 8499237 solution. virtualization STEP 1: Select an element to add to the campaign.
  9. 9. solution. virtualization US PATENTS 7779161 and 8499237 STEP 2: Click on ‘move’ to relocate the element.
  10. 10. solution. virtualization STEP 3: View the new variable you just created.
  11. 11. everything interacts with everything else OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
  12. 12. optimization requirements are escalating; finding what works is getting more difficult MULTI-DEVICE MULTI-PAGE MULTI-VARIATE MULTI-SEGMENT
  13. 13. combining A/B test results doesn’t work.
  14. 14. full-funnel, multi-segment, multi-variate, multi-targeting, and more solution. multi-everything optimization $$$ SINGLE CAMPAIGN. END-TO-END RESULTS.
  15. 15. customer preferences are constantly changing OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
  16. 16. case study. free shipping experiment
  17. 17. week one. strong performance with $50 min.
  18. 18. week two. can significant results change?
  19. 19. e-Commerce surprise: the magnitude of visitor time varying behavior
  20. 20. figure 1. REVENUE PER VISITOR (RPV) OVER TIME – ONE PAGE visitors reactions to the same experience can fluctuate significantly over time. POINT 1 RPV = $1.82 POINT 2 RPV = $4.09
  21. 21. solution. real time optimization VERSION A VERSION B 15%88% figure 2. CAMPAIGN VS. BASELINE RPV PERFORMANCE 85%12% $95.00$95.00 US PATENT 8321359
  22. 22. benefit. sustainable revenue growth
  23. 23. ready, set, launch operating in a world of Kristopher Jean e-Commerce Content Manager, L’Orèal USA multi-everything
  24. 24. MULTIPLE! STAKEHOLDERS MULTIPLE! PHASES MULTIPLE! PAGES MULTIPLE! TECH RESOURCES MULTIPLE! VARIABLES MULTIPLE! SEGMENTS MULTIPLE! DEVICES MULTIPLE! TARGETS we live in the age of multi-everything e-Commerce
  25. 25. each of these tenets can fit together under the umbrella of one multi-everything optimization strategy … but how are these moving parts orchestrated to work seamlessly?
  26. 26. GETTING STARTED WITH ERPM build your very own optimization roadmap. four key aspects of any roadmap: 1.  Brainstorming ideas 2.  Setting expectations 3.  Aligning tactical resources 4.  Managing expectations
  27. 27. part 1. brainstorming ideas Get the scoop on anti-aging and find the routine right for your skin concern Learn More PERSONALIZATION A: ANTI-AGING
  28. 28. part 1. brainstorming ideas Get the scoop on anti-aging and find the routine right for your skin concern Learn MoreThe Ultimate Man 3-step routine: Cleanse, Shave, and Moisturize! Learn More PERSONALIZATION B: MALE
  29. 29. part 2. setting expectations what do we want to accomplish and how does this campaign look? A PERSONALIZATION PERSONALIZATION B SEGMENT: SEO SEGMENT: PES SEGMENT: SEO SEGMENT: PES •  ANTI-AGING KEYWORDS •  5-PAGE FUNNEL •  5 BANNERS •  6 POSSIBLE PES SCORES •  5-PAGE FUNNEL •  5 BANNERS •  3 POSSIBLE PES SCORES •  5-PAGE FUNNEL •  2 BANNERS •  MALE KEYWORDS •  5-PAGE FUNNEL •  2 BANNERS ANTI-AGING MALE
  30. 30. part 2. setting expectations what do we want to accomplish and how does this campaign look?
  31. 31. part 3. aligning resources what tactical resources are necessary to get this strategy off the ground? DEVELOPMENT RESOURCES
  32. 32. part 4. managing expectations PRELIMINARY NET RESULTS – CAMPAIGN-WIDE +59.76% RPV, +127% CONVERSION RATE The Ultimate Man 3-step routine: Cleanse, Shave, and Moisturize! Learn More MALE RPV CONVERSION RATE AOV +3.86% +2.08% +1.74% TOP PERFORMER +230.77% RPV, +148% CONVERSION RATE ANTI AGE TOP PERFORMER Repair and replenish skin overnight with the Midnight Recovery Concentrate collection Learn More
  33. 33. The ABC’s of eRPM Just e-mail Maeve at: info@hiconversion.com FREE ECOMMERCE GUIDE

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