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Optimizely Experience Chicago - Trunk Club

This presentation was given at the Optimizely Experience Chicago by Optimizely customer - Trunk Club.

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Optimizely Experience Chicago - Trunk Club

  1. 1. Mike Wolf & Tim Grace
  2. 2. ON TAP • Our story • Our process • Member onboarding - a case study
  3. 3. OUR STORY
  4. 4. WHO WE ARE • Founded 2009 in the Chi • 4 storefronts (Chi, LA, DC, Dallas) • ~500 employees • 30+ person tech team • Acquired by Nordstrom Aug ‘14 TC Team Summer ’13…when we could all fit on our roof deck
  5. 5. WHAT WE DO
  6. 6. OUR PROCESS
  7. 7. WHY DO WE BUILD? • Our job is to build things people love • Therefore, we must fulfill deep desires & solve deep problems • This requires us to be relentlessly curious Actual TC Member - we build for him
  8. 8. HOW DO WE BUILD? We must harness our curiosity into a process of continuous learning “Thinking” “Prototyping” “Building” Interviews Insights Reviews Focus Fridays Usability Testing Live Data Prototypes Production Quality
  9. 9. WHAT WE BUILD • We create connections • We match the right clothes to the right guys • We live on guys’ home screens We help guys build their wardrobe by scaling relationships between members & personal stylists
  10. 10. WHAT WE BUILD What a member sees What a stylist sees
  11. 11. OPTIMIZING OUR SIGN-UP FLOW
  12. 12. THE EXISTING EXPERIENCE • 2 steps • Step 1: basic info • Step 2: preferences, sizes
  13. 13. PROBLEMS • Form field overload • Lacked excitement • Poor conversion rate (15.5%)
  14. 14. GOALS FOR NEW EXPERIENCE • Make it visual • Provide focus • Make it EXCITING! • Collect better information • Improve CPA (cost per acquisition)
  15. 15. BUILDING THE TEST
  16. 16. SEPARATE URLS • Unique experiences • Easier to throw away
  17. 17. TRAFFIC ALLOCATION • Start slow • Fix bugs • Dial up traffic as needed
  18. 18. TARGETING ! • Target relevant browsers • Skip mobile for now • Worry about IE later
  19. 19. THE RESULTS
  20. 20. HUGE SUCCESS! • 36.1% conversion rate (vs 15.5%) • CPA cut in half • Too many new leads!
  21. 21. 133% INCREASE IN CONVERSIONS!
  22. 22. OUR TAKEAWAYS
  23. 23. WHAT WE LEARNED • Keep the user focused • More steps is not always a bad thing • Design a visually pleasing experience
  24. 24. APPLYING WHAT WE LEARNED TO MOBILE • 14 steps in the process • Amazing visuals • 62% conversion rate
  25. 25. WRAP UP
  26. 26. CLOSING THOUGHTS • Swing for the fences • Challenge conventions • Know who you’re building for • Available tools make this easier than ever - no excuses!
  27. 27. ABOUT US Mike Wolf Tim Grace wolf@trunkclub.com Product Design Lead tim@trunkclub.com Head of Product Management @tmgrace Questions?

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