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The Plan
Revenue
Revenue Per Visitor
Conversion Rate
Length of Funnel
Completion Rate
Average Order Value
Quantity Price
Visitors
Retention
Acquisition
Paid Organic
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
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
AndroidApp
Tablet
Mobile
Desktop
Conversion Rate by Device / Platform Q1 2015
Q4 2014
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
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
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
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
• Can I do it?
• Does it justify the overhead?
• Is it helpful or creepy?
Personalisation Challenges
• Optimise to support your business objectives
• Monitor the customer journey
• Walk before you run
• Everything is already possible (almost)
Takeaways