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