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I don’t do math
WHICH OF THESE CAN YOU USE IN THE DARK?
90% of world's data generated over last two years
Source: Science Daily
USE DATA OR PERISH
GOING FROM 0 TO 60 IN 2.8 SECONDS
DOMAIN SEARCH ≠GOOGLE SEARCH?
Query Tokenize Understand Generate suggestions
Rank suggestions
Buy from registry
toiletseat.com
toilet seatOR
toilets eat
toiletseat.infotoiletseat.org
toiletseat.plumbingtoiletseat.co
toilet seat toiletseat.infotoiletseat.co
toiletseat.plumbing
toiletseat.co
GoDaddy Domain Search Results
2 years ago
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CHECKLISTDOT -> MLN
Proprietary. Copyright© 2014 GoDaddy Operating Company, LLC. All rights reserved.
M
Leverage existing data OR
“create” new data
L
Define intended outcome
NTOD
Testingcapability
MVP Launch Next steps
D FOR DATA
Customer interactions
UX discovery with users
Customer feedback
Customer service agentfeedback
Purchases
3rd party research
11
CUSTOMER JOURNEY MAPS
Proprietary. Copyright© 2014 GoDaddy Operating Company, LLC. All rights reserved.
5
4
3
2
1 Search Results3.4
Homepage3.0
Configure3.7
Cart4.4
Login4.1
Checkout3.2
GATHERING DATA TO BUILD A SEARCH EXPERIENCE
CustomerProfile Searches Purchases Usage
PatternsCustomer Service
• Products in Use• How are they used?
• Segments• Paths
• Search Sessions
• Clicks• Behavior
• Domain purchased
• Other products bought
• Cart size
• Top complaints• How they sell?
Competitors IndustryTrends
O FOR OUTCOMEPICK THE RIGHT METRIC TO MEASURE
Q: Optimize the entire path or just a page?
• Alignment on metric to build to:– Customer experience– Revenue ($, margin)
• Set explicit and realistic goals• Clearly state assumptions and dependencies
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Revenue(Conversions, Order size,
# of Products)
Relevance(Click position, nDCG)
V/S
15
Metric to optimize: Add To CartMade up a metric as nothing standard fit the need!
Proprietary. Copyright© 2014 GoDaddy Operating Company, LLC. All rights reserved.
T FOR TEST
“Test fast, fail fast, adjust fast”
• Do you have an A/B testing platform?
• Build v/s Buy
• What should you test and when?
• Do you trust your data - gut check test results
1ST A/B TEST FOR SEARCH
A/B TESTS TODAY
18
M FOR MVP
• Build a multi year roadmap of “big
rocks”
• Pick the 1st “rock”
• Define the simplest happy path
• Simplify it even further
• Build that!
DOMAIN SEARCH MVP
Rule basedmodel
Algorithmic suggestions
GlobalRankingModel
MarketRanking Models
Customer segment models
Path specific models
t = 0 t = 1y t = 2y t = 3y
Reorder Tokenize Complex rules
MVP 1 MVP 2 MVP 3
21
Simplifying the MVP with data
Proprietary. Copyright© 2014 GoDaddy Operating Company, LLC. All rights reserved.
Singular ➢Plural
Plural ➢Singular
Add token to end
Delete least important word
Stemming Replace word Digits Dashes
2 2 12
13 X X
L FOR LAUNCH
• Launch your MVP
• Log everything (even if you don’t need it)
• Measure test results
• Understand dynamic between metrics
– Conversion, Order side, New customer acquisition, LTV
• Share bad news quickly, wait to share good news
WHAT IS STATITICAL SIGNIFICANCE?
• Not leaving outcome to chance
• Probability (p) is your friend – helps manage
risk
• Easy to compute tools available online
– 95% confidence => You are wrong 1 in 20 times
– 90% confidence => You are wrong 1 in 10 times
24
MY “BOB” STORY
N FOR NEXT STEPS
• Launch your MVP
• Add new “big rocks”
• Leverage Lean canvases
Source: Steve Blank
Prioritize: Customer Experience, not Revenue / Effort
DON’T LOSE SIGHT OF WHO YOU ARE BUILDING FOR?
GODADDY SEARCH EXPERIENCE TODAY
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NEW KID ON THE BLOCK
TAKEAWAYS
• Think of data as your road to
insights
• Optimize the right metric
• Test fast, fail fast, adjust fast
• Minimum Viable Product
• Optimize for customer experience,
not revenue or effort29
TAPAN [email protected]
