22
opticon2017 Beyond CRO: Experimenting for Engagement, Retention, and LTV Robin Pam Sr. Product Marketing Manager Optimizely Michael Alley Sr. Product Manager Stubhub Fred Kang Sr. Product Manager Blue Apron

Opticon 2017 Beyond CRO

Embed Size (px)

Citation preview

Page 1: Opticon 2017 Beyond CRO

opticon2017

Beyond CRO: Experimenting for Engagement, Retention, and LTV

Robin Pam

Sr. Product Marketing ManagerOptimizely

Michael Alley

Sr. Product ManagerStubhub

Fred Kang

Sr. Product ManagerBlue Apron

Page 2: Opticon 2017 Beyond CRO

opticon2017

Beyond CRO at Stubhub

Michael Alley

Sr. Product ManagerStubhub

Page 3: Opticon 2017 Beyond CRO

opticon2017

Page 4: Opticon 2017 Beyond CRO

opticon2017

Page 5: Opticon 2017 Beyond CRO

opticon2017

Page 6: Opticon 2017 Beyond CRO

opticon2017opticon2017

Beyond CRO at Blue Apron

Fred Kang

Sr. Product ManagerBlue Apron

Page 7: Opticon 2017 Beyond CRO

opticon2017

What is Blue Apron?

Page 8: Opticon 2017 Beyond CRO

opticon2017

What is Blue Apron?

Website iOS App Android App

Page 9: Opticon 2017 Beyond CRO

opticon2017

What is Blue Apron?

Website iOS App Android App

Demand

Forecasting

Ingredient

Sourcing

Recipe

Creation

Content and

Merchandising

Creation

Purchasing,

Packing, and

Shipping

Page 10: Opticon 2017 Beyond CRO

opticon2017

What is Blue Apron?

Website iOS App Android App

Demand

Forecasting

Ingredient

Sourcing

Recipe

Creation

Content and

Merchandising

Creation

Purchasing,

Packing, and

Shipping

Prediction Models Ingredient Dict Recipe CMS Purchasing Tools WMS

Page 11: Opticon 2017 Beyond CRO

opticon2017

What is Monetization?

Order Rate

AOV

LTV

Marketing

Design

Analytics

Culinary

Product

Eng

Page 12: Opticon 2017 Beyond CRO

opticon2017

Moving the needle: Expanding our lifestyle fit

Theoretical market for home cooking

Page 13: Opticon 2017 Beyond CRO

opticon2017

Moving the needle: Expanding our lifestyle fit

Dinner only

Page 14: Opticon 2017 Beyond CRO

opticon2017

Moving the needle: Expanding our lifestyle fit

Have 30-45 minutes to cook 2-3 per week

Page 15: Opticon 2017 Beyond CRO

opticon2017

Moving the needle: Expanding our lifestyle fit

People who can plan 1 week in advance and don’t mind a subscription

Page 16: Opticon 2017 Beyond CRO

opticon2017

Moving the needle: Expanding our lifestyle fit

People who can afford $9-10 for home cooked meal

Page 17: Opticon 2017 Beyond CRO

opticon2017

Moving the needle: Expanding our lifestyle fit

People without strict diets or food allergies

Page 18: Opticon 2017 Beyond CRO

opticon2017

Beyond CRO: Experimentation in large product updates

Major product release: Two additional recipes, all recipe combinations, 2 recipe plan, modifying recipe # by order

Page 19: Opticon 2017 Beyond CRO

opticon2017

Beyond CRO: Experimentation in large product updates

All recipe combinations

2 additional recipes2 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

Page 20: Opticon 2017 Beyond CRO

opticon2017

Panel Discussion

Page 21: Opticon 2017 Beyond CRO

opticon2017

THANK YOU

Page 22: Opticon 2017 Beyond CRO

opticon2017