Opticon 2017 Beyond CRO

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Optimizely

Beyond CRO: Experimenting for Engagement, Retention, and LTV

Technology

opticon2017
Beyond CRO at Stubhub
Michael Alley
Sr. Product Manager
Stubhub

opticon2017opticon2017
Beyond CRO at Blue Apron
Fred Kang
Sr. Product Manager
Blue Apron

opticon2017
What is Blue Apron?
Website iOS App Android App

opticon2017
What is Blue Apron?
Website iOS App Android App
Demand
Forecasting
Ingredient
Sourcing
Recipe
Creation
Content and
Merchandising
Creation
Purchasing,
Packing, and
Shipping

opticon2017
What is Monetization?
Order Rate
AOV
LTV
Marketing
Design
Analytics
Culinary
Product
Eng

opticon2017
Moving the needle:
Expanding our
lifestyle fit
Theoretical market for home
cooking

opticon2017
Moving the needle:
Expanding our
lifestyle fit
Dinner only

opticon2017
Moving the needle:
Expanding our
lifestyle fit
Have 30-45 minutes to cook
2-3 per week

opticon2017
Moving the needle:
Expanding our
lifestyle fit
People who can plan 1 week
in advance and don’t mind
a subscription

opticon2017
Moving the needle:
Expanding our
lifestyle fit
People who can afford $9-10
for home cooked meal

opticon2017
Moving the needle:
Expanding our
lifestyle fit
People without strict diets or
food allergies

opticon2017
Beyond CRO:
Experimentation
in large product
updates
Major product release:
Two additional recipes,
all recipe combinations,
2 recipe plan, modifying
recipe # by order

opticon2017
Beyond CRO: Experimentation in large
product updates
All recipe combinations
2 additional recipes
2 recipe plan
Change recipe plan on
a per order basis
Theory: Order rate
increase due to better choices
Fears: Operational complexity
Theory: Churn reduction to
better lifestyle fit
Fears: Revenue loss due to
people shifting down to 2 recipe
plans
Operational complexity
Theory: Order rate increase
due to more flexibility
Fears: Revenue loss due to
people shifting down to 2 recipe
plans
Operational complexity

Watch Dan Ross, Managing Director for Optimizely ANZ in our latest webinar from the Experimentation Insights Tour -- "7 Habits of Highly Effective Personalisation Organisations” Watch the webinar here: https://optimizely.wistia.com/medias/cun66mnkwt Take Optimizely's Maturity Assessment here: https://www.optimizely.com/maturity-model/ DESCRIPTION: Create a data-driven culture and affect business decisions at the broader company level. When most people think of experimentation or testing, they think of sales and marketing. However, to do real customer experience optimisation, you need to think about all the ways your customers are interacting with you. The right mix to support building your programme into a centre of excellence is critical: you need a team that helps create a data-driven culture. Watch this webinar so you can: * Think more deeply about the future of your program and the makeup of your team * Consider which hard and soft skill sets your testing organisation needs * Build a well-rounded optimisation team that is visible, sustainable, and efficient About Optimizely Optimizely is the world's leading experimentation platform, enabling businesses to deliver continuous experimentation and personalisation across websites, mobile apps and connected devices. Optimizely enables businesses to experiment deeply into their technology stack and broadly across the entire customer experience. The platform’s ease of use and speed of deployment empower organisations to create and run bold experiments that help them make data-driven decisions and grow faster. To date, marketers, developers and product managers have delivered over 700 billion experiences tailored to the needs of their customers. Optimizely’s global client base includes Atlassian, eBay, Fox, IBM, The New York Times, LendingClub, Hotwire, Microsoft and many more leading businesses. To learn more about customer experience optimisation, visit optimizely.com

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