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permanent beta (∞β)
Your Ecommerce Optimization Framework
@abhishektiwari
http://abhishek-tiwari.com
Thursday, 8 August 13
Version 0.1
Thursday, 8 August 13
Challenges
Thursday, 8 August 13
Challenges
• plan and execute permanent beta
Thursday, 8 August 13
Challenges
• plan and execute permanent beta
• improve conversion, ATV or AOV
Thursday, 8 August 13
Challenges
• plan and execute permanent beta
• improve conversion, ATV or AOV
• develop and refine KPIs
Thursday, 8 August ...
permanent beta (∞β)
ContentUX/UI
Personalization
Recovery
Conversion
ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks
ContentUX/UI
Personalization
Recovery
Conversion
ATV
Thursda...
permanent beta (∞β)
• A collection of optimization frameworks
• Content Optimization (IN)
ContentUX/UI
Personalization
Rec...
permanent beta (∞β)
• A collection of optimization frameworks
• Content Optimization (IN)
• UX/UI Optimization (IN)
Conten...
permanent beta (∞β)
• A collection of optimization frameworks
• Content Optimization (IN)
• UX/UI Optimization (IN)
• Pers...
permanent beta (∞β)
• A collection of optimization frameworks
• Content Optimization (IN)
• UX/UI Optimization (IN)
• Pers...
permanent beta (∞β)
• A collection of optimization frameworks
• Content Optimization (IN)
• UX/UI Optimization (IN)
• Pers...
permanent beta (∞β)
• A collection of optimization frameworks
• Content Optimization (IN)
• UX/UI Optimization (IN)
• Pers...
permanent beta (∞β)
• A collection of optimization frameworks
• Content Optimization (IN)
• UX/UI Optimization (IN)
• Pers...
permanent beta (∞β)
Thursday, 8 August 13
permanent beta (∞β)
• Basic Steps
Thursday, 8 August 13
permanent beta (∞β)
• Basic Steps
• Aligning Ecommerce goals with business
objectives (ATV, Conversion, Recovery)
Thursday...
permanent beta (∞β)
• Basic Steps
• Aligning Ecommerce goals with business
objectives (ATV, Conversion, Recovery)
• Identi...
permanent beta (∞β)
• Basic Steps
• Aligning Ecommerce goals with business
objectives (ATV, Conversion, Recovery)
• Identi...
permanent beta (∞β)
• Basic Steps
• Aligning Ecommerce goals with business
objectives (ATV, Conversion, Recovery)
• Identi...
permanent beta (∞β)
• Basic Steps
• Aligning Ecommerce goals with business
objectives (ATV, Conversion, Recovery)
• Identi...
permanent beta (∞β)
Thursday, 8 August 13
permanent beta (∞β)
• Generating Hypothesis
Thursday, 8 August 13
permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
Thursday, 8 August 13
permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
• Value proposition
Thursday, ...
permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
• Value proposition
• Known dr...
permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
• Value proposition
• Known dr...
permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
• Value proposition
• Known dr...
permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
• Value proposition
• Known dr...
permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
• Value proposition
• Known dr...
permanent beta (∞β)
Thursday, 8 August 13
permanent beta (∞β)
• Experiment Types
Thursday, 8 August 13
permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
Thursday, 8 August 13
permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting...
permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting...
permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting...
permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting...
permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting...
permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting...
Content
Thursday, 8 August 13
Content
• Frictionless discovery
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
• product taxonomy
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
• product taxonomy
• product description/stor...
Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
• product taxonomy
• product description/stor...
UX/UI
Thursday, 8 August 13
UX/UI
• Optimization for
Thursday, 8 August 13
UX/UI
• Optimization for
• Information Architecture, Navigation, Content
Thursday, 8 August 13
UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
Thursday, 8 August 13
UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls ...
UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls ...
UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls ...
UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls ...
UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls ...
Personalization
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Ge...
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Ge...
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Ge...
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Ge...
KPIs
Thursday, 8 August 13
KPIs
• Establishing the multi-level KPIs
Thursday, 8 August 13
KPIs
• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
Thursday, 8 August 13
KPIs
• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
T...
KPIs
• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
•...
KPIs
• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
•...
KPIs
• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
•...
Thank You
Thursday, 8 August 13
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permanent beta (∞β):Your Ecommerce Optimization Framework

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permanent beta (∞β): Your Ecommerce Optimization Framework

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permanent beta (∞β):Your Ecommerce Optimization Framework

  1. 1. permanent beta (∞β) Your Ecommerce Optimization Framework @abhishektiwari http://abhishek-tiwari.com Thursday, 8 August 13
  2. 2. Version 0.1 Thursday, 8 August 13
  3. 3. Challenges Thursday, 8 August 13
  4. 4. Challenges • plan and execute permanent beta Thursday, 8 August 13
  5. 5. Challenges • plan and execute permanent beta • improve conversion, ATV or AOV Thursday, 8 August 13
  6. 6. Challenges • plan and execute permanent beta • improve conversion, ATV or AOV • develop and refine KPIs Thursday, 8 August 13
  7. 7. permanent beta (∞β) ContentUX/UI Personalization Recovery Conversion ATV Thursday, 8 August 13
  8. 8. permanent beta (∞β) • A collection of optimization frameworks ContentUX/UI Personalization Recovery Conversion ATV Thursday, 8 August 13
  9. 9. permanent beta (∞β) • A collection of optimization frameworks • Content Optimization (IN) ContentUX/UI Personalization Recovery Conversion ATV Thursday, 8 August 13
  10. 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. 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. 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. 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. 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. 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. 16. permanent beta (∞β) Thursday, 8 August 13
  17. 17. permanent beta (∞β) • Basic Steps Thursday, 8 August 13
  18. 18. permanent beta (∞β) • Basic Steps • Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery) Thursday, 8 August 13
  19. 19. permanent beta (∞β) • Basic Steps • Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery) • Identify business objective funnel Thursday, 8 August 13
  20. 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. 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. 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. 23. permanent beta (∞β) Thursday, 8 August 13
  24. 24. permanent beta (∞β) • Generating Hypothesis Thursday, 8 August 13
  25. 25. permanent beta (∞β) • Generating Hypothesis • Ab initio: Relationship (s) between variables Thursday, 8 August 13
  26. 26. permanent beta (∞β) • Generating Hypothesis • Ab initio: Relationship (s) between variables • Value proposition Thursday, 8 August 13
  27. 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. 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. 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. 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. 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. 32. permanent beta (∞β) Thursday, 8 August 13
  33. 33. permanent beta (∞β) • Experiment Types Thursday, 8 August 13
  34. 34. permanent beta (∞β) • Experiment Types • A/B, Multivariate, Split URL Testing Thursday, 8 August 13
  35. 35. permanent beta (∞β) • Experiment Types • A/B, Multivariate, Split URL Testing • Behavior, Recovery, Geo & Device Targeting Thursday, 8 August 13
  36. 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. 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. 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. 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. 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. 41. Content Thursday, 8 August 13
  42. 42. Content • Frictionless discovery Thursday, 8 August 13
  43. 43. Content • Frictionless discovery • Friction coefficient Thursday, 8 August 13
  44. 44. Content • Frictionless discovery • Friction coefficient • Optimize for better Thursday, 8 August 13
  45. 45. Content • Frictionless discovery • Friction coefficient • Optimize for better • product taxonomy Thursday, 8 August 13
  46. 46. Content • Frictionless discovery • Friction coefficient • Optimize for better • product taxonomy • product description/stories/curation Thursday, 8 August 13
  47. 47. Content • Frictionless discovery • Friction coefficient • Optimize for better • product taxonomy • product description/stories/curation • product search/relevance Thursday, 8 August 13
  48. 48. UX/UI Thursday, 8 August 13
  49. 49. UX/UI • Optimization for Thursday, 8 August 13
  50. 50. UX/UI • Optimization for • Information Architecture, Navigation, Content Thursday, 8 August 13
  51. 51. UX/UI • Optimization for • Information Architecture, Navigation, Content • Usability, Accessibility Thursday, 8 August 13
  52. 52. UX/UI • Optimization for • Information Architecture, Navigation, Content • Usability, Accessibility • Landing page, Calls to action, Persuasion Thursday, 8 August 13
  53. 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. 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. 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. 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. 57. Personalization Thursday, 8 August 13
  58. 58. Personalization • Involves optimization of one or more Thursday, 8 August 13
  59. 59. Personalization • Involves optimization of one or more • Differential/dynamic pricing/promotion Thursday, 8 August 13
  60. 60. Personalization • Involves optimization of one or more • Differential/dynamic pricing/promotion • Segmentation (Device, Geo, Profile) Thursday, 8 August 13
  61. 61. Personalization • Involves optimization of one or more • Differential/dynamic pricing/promotion • Segmentation (Device, Geo, Profile) • Personalized cart recovery Thursday, 8 August 13
  62. 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. 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. 64. KPIs Thursday, 8 August 13
  65. 65. KPIs • Establishing the multi-level KPIs Thursday, 8 August 13
  66. 66. KPIs • Establishing the multi-level KPIs • Top level KPIs (Website performance) Thursday, 8 August 13
  67. 67. KPIs • Establishing the multi-level KPIs • Top level KPIs (Website performance) • Page level KPIs (Category performance) Thursday, 8 August 13
  68. 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. 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. 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. 71. Thank You Thursday, 8 August 13

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