Learn how the Topsellers widget will you boost your ecommerce sales.

1. PERSONALIZATION
HOW TO MAKE YOUR SITE ADAPTIVE
Part 1 of 6

2. Why brands need an adaptive site?
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Source: dictionary.reference.com/browse/adapt
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3. Brands spend a lot of time and money
to bring new and repeat visitors to the site
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Header
Banner
Categories
Footer
><
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4. This generates a lot of traffic and
brands get some conversions
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All Visitors
Shopping Pages
Add to Cart
Purchase
100%
60%
30%
3%
Header
Banners
Categories
Footer
YOURSITE.com
><
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5. What’s the problem?
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6. © Unbxd Software Private Ltd 2014. All rights reserved.
All Visitors
Shopping Pages
Add to Cart
Purchase
100%
60%
30%
3%
TOO SMALL!
NOT ENOUGH!
MAKE IT BIGGER!
Problem 1
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7. © Unbxd Software Private Ltd 2014. All rights reserved.
All Visitors
Shopping Pages
Add to Cart
Purchase
100%
60%
30%
3%
REACHED LIMITS ON
BRINGING NEW
TRAFFIC
Problem 2
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8. What is the next step in the evolution?
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9. Experts say....
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All Visitors
Shopping Pages
Add to Cart
Purchase
100%
60%
30%
3%
OPTIMIZE
CUSTOMER
JOURNEY
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10. HOWEVER
We don’t want a robotic or manual approach
We need a modern and strategic solution
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11. One strategy to optimize the customer journey
Adaptive Site Using Personalization
Part 1 - Top Sellers
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12. Brands show the same home page to all the
visitors, regardless of who they are and
where they come from
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13. Different visitors see the same home page
WHY?
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SARAH
First Time Visitor
MELANIE
Repeat Visitor
AMY
Loyal Customer
Header
Banners
Categories
Footer
><
Header
Banners
Categories
Footer
><
Header
Banners
Categories
Footer
><
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14. Brands have a dilemma
“What to show on the home page?”
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new products
help bring
customers back
top selling products
help grow revenue
They want both
or
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15. © Unbxd Software Private Ltd 2014. All rights reserved.
Header
Banners
Categories
Footer
><
New products have
won the banner space
So can brands add
top sellers below
the banners?
YOURSITE.com
Home Page
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16. That might be an easy
“Yes”
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17. Determining “Top Sellers”
is
NOT
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18. Some challenges that brands may face...
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19. Challenge #1 - Real-time?
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Intelligent “top sellers” based on
visitor behavior in real-time.
Your site should adapt with
every click a visitor makes.
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20. Challenge #2 - Affinity?
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How do we match visitor
affinity to a specific category?
Affinity may change over time
or in real-time.
SARAH
First Time Visitor
MELANIE
Repeat Visitor
AMY
Loyal Customer
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21. Challenge #3 - Geo-trends?
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How quickly can we apply
location filters to “top-sellers”
to capitalize on local trends?
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22. Challenge #4 - Signals?
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How many signals can we
track and what is the
importance of each signal in
determining relevant
“top sellers”?
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23. Challenge #5 - Catalog Changes?
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“Top sellers” should be re-
evaluated as soon as
the catalog changes
(within seconds)
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24. Challenge #6 - Time Frame
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What time frame do we use
to determine “top sellers”?
A week, month or season?
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25. Challenge #7 - Tiebreaker
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If two products have the
same weightage for
“top sellers”, which product
shows up first?
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26. Challenge #8 - How Many?
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How many “top sellers”
do you show on the
home page?
three, five, ten?
Source: http://marketingland.com/fundamental-checklist-website-navigation-design-architecture-part-1-90743
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27. Challenge #9
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Let’s assume you have computed “top sellers” using the following assumptions
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28. Challenge #9
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Let’s assume you have computed “top sellers” using the following assumptions
1. You are using sales for past three months
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29. Challenge #9
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Let’s assume you have computed “top sellers” using the following assumptions
1. You are using sales for past three months
2. No two products have same sales, so no tiebreaker needed
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30. Challenge #9
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Let’s assume you have computed “top sellers” using the following assumptions
1. You are using sales for past three months
2. No two products have same sales, so no tiebreaker needed
3. Show five “top selling” products from this analysis
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31. Challenge #9
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A sample computation
Rank $ Sales Product
1 10,000 A
2 5,000 B
3 3,333 C
4 2,500 D
5 2,000 E
6 1,667 F
7 1,429 G
8 1,250 H
9 1,111 I
10 1,000 J
11 909 K
12 833 L
13 769 M
14 714 N
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“Top Sellers”

32. Challenge #9
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TOP SELLERS
Brands expect to see this...
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33. Challenge #9
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Closer inspection reveals
that top 10 products are all
from the same category, so
all five products shown will
be from same category
Rank $ Sales Product Category
1 10,000 A handbag
2 5,000 B handbag
3 3,333 C handbag
4 2,500 D handbag
5 2,000 E handbag
6 1,667 F handbag
7 1,429 G handbag
8 1,250 H handbag
9 1,111 I handbag
10 1,000 J handbag
11 909 K shoes
12 833 L dress
13 769 M tops
14 714 N jeans
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34. Challenge #9
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TOP SELLERS
In reality, brands will see this...
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35. What’s wrong with that scenario?
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36. Challenge #9 - The Dilemma
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Brands want visitors to
discover “top selling”
products across categories
and not just from the
best selling category
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37. Challenge #9 - The Dilemma
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Should you pick one product from each category?
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38. Challenge #9 - The Dilemma
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Should you pick one product from each category?
But there isn’t enough space!
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39. Challenge #9 - The Dilemma
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Brands may give all categories equal importance
BUT
Visitors don’t give all categories equal importance
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40. Similar to homepage, all visitors see the
same category pages, regardless of
who they are and where did they come from
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Challenge #10 - Category Pages?
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41. Different visitors see the same category pages as well
WHY?
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SARAH
First Time Visitor
MELANIE
Repeat Visitor
AMY
Loyal Customer
Header
Category Banner
Shirts
Footer
Header
Category Banner
Shirts
Footer
Header
Category Banner
Shirts
Footer
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42. © Unbxd Software Private Ltd 2014. All rights reserved.
New products in a
category also have
won the banner space
So can brands add
top sellers below
the banners?
YOURSITE.com
Shirts Category Page
Header
Category Banner
Shirts
Footer
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43. Again the answer is “Yes”
Determining category “top sellers”,
is equally challenging
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Challenge #10 - Category Pages?
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44. Brands need a
modern, machine-learning engine that
strategically adapts in real-time
to determine relevant “top sellers”
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45. Find out more about “top sellers” and other
product recommendations that
make your site more adaptive,
please send an email to
Monal Patel
monal@unbxd.com
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46. Next in the Personalization series…
Part 2 - “Related Products”
Part 3 - “Recommended for you”
Part 4 - “Cross-sell recommendations”
Part 5 - “Exit Recommendations”
Part 6 - “Email Recommendations”
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