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permanent beta (∞β): Your Ecommerce Optimization Framework
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permanent beta (∞β)Your Ecommerce Optimization Framework
@abhishektiwarihttp://abhishek-tiwari.com
Thursday, 8 August 13
Version 0.1
Thursday, 8 August 13
Challenges
Thursday, 8 August 13
Challenges
• plan and execute permanent beta
Thursday, 8 August 13
Challenges
• plan and execute permanent beta
• improve conversion, ATV or AOV
Thursday, 8 August 13
Challenges
• plan and execute permanent beta
• improve conversion, ATV or AOV
• develop and refine KPIs
Thursday, 8 August 13
permanent beta (∞β)
ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks
ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks• Content Optimization (IN)
ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks• Content Optimization (IN)
• UX/UI Optimization (IN)
ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks• Content Optimization (IN)
• UX/UI Optimization (IN)
• Personalization Optimization (IN) ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks• Content Optimization (IN)
• UX/UI Optimization (IN)
• Personalization Optimization (IN)
• Conversion Optimization (OUT)
ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks• Content Optimization (IN)
• UX/UI Optimization (IN)
• Personalization Optimization (IN)
• Conversion Optimization (OUT)
• ATV Optimization (OUT)
ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks• Content Optimization (IN)
• UX/UI Optimization (IN)
• Personalization Optimization (IN)
• Conversion Optimization (OUT)
• ATV Optimization (OUT)
• Recovery Optimization (OUT)
ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
• A collection of optimization frameworks• Content Optimization (IN)
• UX/UI Optimization (IN)
• Personalization Optimization (IN)
• Conversion Optimization (OUT)
• ATV Optimization (OUT)
• Recovery Optimization (OUT)
• Funnel → Hypothesis → Experiment ↻ Rinse & Repeat
ContentUX/UI
Personalization
⬆Recovery
⬆Conversion
⬆ATV
Thursday, 8 August 13
permanent beta (∞β)
Thursday, 8 August 13
permanent beta (∞β)• Basic Steps
Thursday, 8 August 13
permanent beta (∞β)• Basic Steps
• Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery)
Thursday, 8 August 13
permanent beta (∞β)• Basic Steps
• Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery)
• Identify business objective funnel
Thursday, 8 August 13
permanent beta (∞β)• Basic Steps
• Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery)
• Identify business objective funnel
• Generate test hypothesis
Thursday, 8 August 13
permanent beta (∞β)• Basic Steps
• Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery)
• Identify business objective funnel
• Generate test hypothesis
• Plan, create and run experiment
Thursday, 8 August 13
permanent beta (∞β)• Basic Steps
• Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery)
• Identify business objective funnel
• Generate test hypothesis
• Plan, create and run experiment
• Analyze results, rinse and repeat
Thursday, 8 August 13
permanent beta (∞β)
Thursday, 8 August 13
permanent beta (∞β)• Generating Hypothesis
Thursday, 8 August 13
permanent beta (∞β)• Generating Hypothesis
• Ab initio: Relationship (s) between variables
Thursday, 8 August 13
permanent beta (∞β)• Generating Hypothesis
• Ab initio: Relationship (s) between variables• Value proposition
Thursday, 8 August 13
permanent beta (∞β)• Generating Hypothesis
• Ab initio: Relationship (s) between variables• Value proposition
• Known drivers and inhibitors (ex. LIFT)
Thursday, 8 August 13
permanent beta (∞β)• Generating Hypothesis
• Ab initio: Relationship (s) between variables• Value proposition
• Known drivers and inhibitors (ex. LIFT)
• Data driven: Pattern recognition
Thursday, 8 August 13
permanent beta (∞β)• Generating Hypothesis
• Ab initio: Relationship (s) between variables• Value proposition
• Known drivers and inhibitors (ex. LIFT)
• Data driven: Pattern recognition• Behavior/Path/Segmentation Patterns
Thursday, 8 August 13
permanent beta (∞β)• Generating Hypothesis
• Ab initio: Relationship (s) between variables• Value proposition
• Known drivers and inhibitors (ex. LIFT)
• Data driven: Pattern recognition• Behavior/Path/Segmentation Patterns
• Exploratory (Heatmaps/Clickmaps)
Thursday, 8 August 13
permanent beta (∞β)• Generating Hypothesis
• Ab initio: Relationship (s) between variables• Value proposition
• Known drivers and inhibitors (ex. LIFT)
• Data driven: Pattern recognition• Behavior/Path/Segmentation Patterns
• Exploratory (Heatmaps/Clickmaps)
• Weaknesses and opportunities
Thursday, 8 August 13
permanent beta (∞β)
Thursday, 8 August 13
permanent beta (∞β)• Experiment Types
Thursday, 8 August 13
permanent beta (∞β)• Experiment Types
• A/B, Multivariate, Split URL Testing
Thursday, 8 August 13
permanent beta (∞β)• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting
Thursday, 8 August 13
permanent beta (∞β)• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting
• Heatmaps, Clickmaps & Usability Testing
Thursday, 8 August 13
permanent beta (∞β)• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting
• Heatmaps, Clickmaps & Usability Testing
• Customer journey analysis, Cart abandonment analysis, Segmentation
Thursday, 8 August 13
permanent beta (∞β)• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting
• Heatmaps, Clickmaps & Usability Testing
• Customer journey analysis, Cart abandonment analysis, Segmentation
• Tools
Thursday, 8 August 13
permanent beta (∞β)• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting
• Heatmaps, Clickmaps & Usability Testing
• Customer journey analysis, Cart abandonment analysis, Segmentation
• Tools• VWO, GWO,Optimizely, Sitespect, Test & Target, ClickTale, Crazy Egg
Thursday, 8 August 13
permanent beta (∞β)• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting
• Heatmaps, Clickmaps & Usability Testing
• Customer journey analysis, Cart abandonment analysis, Segmentation
• Tools• VWO, GWO,Optimizely, Sitespect, Test & Target, ClickTale, Crazy Egg
• GA, SiteCatalyst, SeeWhy, BubbleBox, Tableau, R, SAS
Thursday, 8 August 13
Content
Thursday, 8 August 13
Content
• Frictionless discovery
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
• Optimize for better • product taxonomy
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
• Optimize for better • product taxonomy
• product description/stories/curation
Thursday, 8 August 13
Content
• Frictionless discovery
• Friction coefficient
• Optimize for better • product taxonomy
• product description/stories/curation
• product search/relevance
Thursday, 8 August 13
UX/UI
Thursday, 8 August 13
UX/UI• Optimization for
Thursday, 8 August 13
UX/UI• Optimization for
• Information Architecture, Navigation, Content
Thursday, 8 August 13
UX/UI• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
Thursday, 8 August 13
UX/UI• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls to action, Persuasion
Thursday, 8 August 13
UX/UI• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls to action, Persuasion
• Devices, Browsing experience
Thursday, 8 August 13
UX/UI• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls to action, Persuasion
• Devices, Browsing experience
• Personas, Behaviors, Mental models
Thursday, 8 August 13
UX/UI• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls to action, Persuasion
• Devices, Browsing experience
• Personas, Behaviors, Mental models
• Business objectives
Thursday, 8 August 13
UX/UI• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls to action, Persuasion
• Devices, Browsing experience
• Personas, Behaviors, Mental models
• Business objectives
• Functional, Lean and MVP
Thursday, 8 August 13
Personalization
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Geo, Profile)
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Geo, Profile)
• Personalized cart recovery
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Geo, Profile)
• Personalized cart recovery
• On-demand optimization/microtargetting
Thursday, 8 August 13
Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Geo, Profile)
• Personalized cart recovery
• On-demand optimization/microtargetting
• Recommendation and reviews
Thursday, 8 August 13
KPIs
Thursday, 8 August 13
KPIs• Establishing the multi-level KPIs
Thursday, 8 August 13
KPIs• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
Thursday, 8 August 13
KPIs• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
Thursday, 8 August 13
KPIs• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
• Product level KPIs
Thursday, 8 August 13
KPIs• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
• Product level KPIs
• Promotion level KPIs
Thursday, 8 August 13
KPIs• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
• Product level KPIs
• Promotion level KPIs
• Real-time KPI Dashboard
Thursday, 8 August 13
Thank You
Thursday, 8 August 13