Conversion Thursday is a fun and informative meetup for digital professionals, uniting experts from all around the globe. The Optimizely special was hosted at The Proud Archivist in London on Thursday, April 16th, 2015.

1. Multichannel Online Optimisation
and Personalisation
Oren Cohen
Optimizely

2. How we Imagine our Conversion Funnel

3. The Plan
Revenue
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Retention
Email
Acquisition
Paid Organic

4. But in Reality…

6. The Implications
Checkout
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention
Add To
Bag
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention
Wishlist
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention

7. Use Quantitative Analysis
15
20
1800
696
5428
16
35
2006
1023
5529
0 1000 2000 3000 4000 5000 6000
iOS App
Android App
Tablet
Mobile
Desktop
Sessions over 3 months, thousands
Traffic by Device / Platform Q1 2015
Q4 2014
0.00%
0.20%
0.98%
0.14%
3.40%
0.00%
0.19%
1.22%
0.18%
3.68%
0.00% 1.00% 2.00% 3.00% 4.00%
iOS App
Android
App
Tablet
Mobile
Desktop
Conversion Rate by Device / Platform Q1 2015
Q4 2014

8. Together with Qualitative Analysis
Get to Know your Customer’s Experience

9. Define the Journey  Define the Optimisation Roadmap
• Optimise first time user activation
• Improve in-app purchases
• Increase Desktop Revenue by
growing email customer base
• Optimise email registration
• Increase desktop traffic to take
advantage of higher conversion rates
• Optimise conversion funnel to
increase revenue
• Monitor email traffic source
• Target users registered through the
app for more app education

10. But What about
Personalisation?

11. The Basics: Think about the entire user experience
Checkout
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention
Add To
Bag
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention
Wishlist
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention

12. Next: Target Specific Audiences
Checkout
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention
Add To
Bag
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention
Wishlist
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Acquisition Retention
Browsed
Men/Women
New Vs.
Purchased Before

13. Define the Journey  Define the Optimisation Roadmap
• Optimise first time user activation
• Improve in-app purchases
• Increase Desktop Revenue by
growing email customer base
• Optimise email registration
• Increase desktop traffic to take
advantage of higher conversion rates
• Optimise conversion funnel to
increase revenue
• Monitor email traffic source
• Target users registered through the
app for more app education

14. • Can I do it?
• Does it justify the overhead?
• Is it helpful or creepy?
Personalisation Challenges

15. • Optimise to support your business objectives
• Monitor the customer journey
• Walk before you run
• Everything is already possible (almost)
Takeaways

17. User Experience Optimisation
Revenue
Revenue
Per Visitor
Conversion
Rate
Length of
Funnel
Completion
Rate
Average
Order
Value
Quantity Price
Visitors
Retention
Email
Acquisition
Paid Organic