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Understanding the Customer Journey Through the Lens of Experimentation

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Winning experimentation programs need product analytics to keep the entire customer journey in mind as the product evolves. In this session, Ravi Parikh, Co-founder of Heap and Daniel Brakin, Director, Web Strategy and CRM at 23andme discuss how analytics and experimentation work together to create an intimate perspective of the user journey. Learn more about the iterative process 23andme takes with Heap and Optimizely to improve experiences and maximize business outcomes.

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Understanding the Customer Journey Through the Lens of Experimentation

  1. 1. Congratulations to our Outperform Award Winners! Most Dramatic Business Impact Most Customer- Obsessed Company Culture Most Transformative Innovation Most Inspiring Social Impact
  2. 2. 2  Sessions today will be recorded and will be available after Opticon  Join the conversation on Twitter at #Opticon19  We want to hear from you! Give feedback and rate sessions on the mobile app
  3. 3. Ravi Parikh Co-Founder, Heap Danny Brakin Director of Web Strategy & CRM, 23&Me Understanding The Customer Journey Through the Lens of Experimentation
  4. 4. 4 Digital Experience is like Stand Up
  5. 5. 5 Selective Breeding Original 1000s of Iterations
  6. 6. 6 Selective Breeding Original 1000s of Iterations
  7. 7. 7 Obsessed with Perfection
  8. 8. 8 Use all the Information Quantitative Product Analytics Qualitative User ResearchDecision
  9. 9. 9
  10. 10. Gain a Holistic View
  11. 11. 1111 Find the Happy Path 1 2 3 4 Add to Cart Visits Product Display Page Views Checkout Visits Homepage
  12. 12. 12 …and where People Deviate
  13. 13. 13 Match this With Qualitative Feedback
  14. 14. Experiment
  15. 15. 1515 Success beyond Conversion Rate Key Metrics 60 40 20 Average Order Value Revisit Rate Email Capture Rate Conversion Rate August September
  16. 16. 16 The Ripple Effect
  17. 17. Dig Deep and Iterate
  18. 18. 1818 Reengagement Funnel 100 Homepage Test Re-Engaged Add to Cart Purchase Test Cohort A Test Cohort B 200 300 400 500
  19. 19. 19 Looking for Patterns
  20. 20. 20 Finding the Next Hypothesis
  21. 21. 21 Takeaways 1. Customers are complicated - Invest in understanding them quantitatively and qualitatively 2. There is more to success and failure than conversion rate 3. Incremental Improvements Add Up - Don’t Stop Searching and Testing
  22. 22. Q&A
  23. 23. Thank you!
  24. 24.  Lunch now being served in the Expo Hall  Up next…hear how personalized data is all the "rage"

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