Download - permanent beta (∞β):Your Ecommerce Optimization Framework

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Page 1: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)Your Ecommerce Optimization Framework

@abhishektiwarihttp://abhishek-tiwari.com

Thursday, 8 August 13

Page 2: permanent beta (∞β):Your Ecommerce Optimization Framework

Version 0.1

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Page 3: permanent beta (∞β):Your Ecommerce Optimization Framework

Challenges

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Page 4: permanent beta (∞β):Your Ecommerce Optimization Framework

Challenges

• plan and execute permanent beta

Thursday, 8 August 13

Page 5: permanent beta (∞β):Your Ecommerce Optimization Framework

Challenges

• plan and execute permanent beta

• improve conversion, ATV or AOV

Thursday, 8 August 13

Page 6: permanent beta (∞β):Your Ecommerce Optimization Framework

Challenges

• plan and execute permanent beta

• improve conversion, ATV or AOV

• develop and refine KPIs

Thursday, 8 August 13

Page 7: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)

ContentUX/UI

Personalization

⬆Recovery

⬆Conversion

⬆ATV

Thursday, 8 August 13

Page 8: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)

• A collection of optimization frameworks

ContentUX/UI

Personalization

⬆Recovery

⬆Conversion

⬆ATV

Thursday, 8 August 13

Page 9: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)

• A collection of optimization frameworks• Content Optimization (IN)

ContentUX/UI

Personalization

⬆Recovery

⬆Conversion

⬆ATV

Thursday, 8 August 13

Page 10: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 11: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 12: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 13: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 14: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 15: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 16: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)

Thursday, 8 August 13

Page 17: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Basic Steps

Thursday, 8 August 13

Page 18: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Basic Steps

• Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery)

Thursday, 8 August 13

Page 19: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Basic Steps

• Aligning Ecommerce goals with business objectives (ATV, Conversion, Recovery)

• Identify business objective funnel

Thursday, 8 August 13

Page 20: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 21: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 22: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 23: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)

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Page 24: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Generating Hypothesis

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Page 25: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Generating Hypothesis

• Ab initio: Relationship (s) between variables

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Page 26: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Generating Hypothesis

• Ab initio: Relationship (s) between variables• Value proposition

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Page 27: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Generating Hypothesis

• Ab initio: Relationship (s) between variables• Value proposition

• Known drivers and inhibitors (ex. LIFT)

Thursday, 8 August 13

Page 28: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 29: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 30: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 31: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 32: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)

Thursday, 8 August 13

Page 33: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Experiment Types

Thursday, 8 August 13

Page 34: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Experiment Types

• A/B, Multivariate, Split URL Testing

Thursday, 8 August 13

Page 35: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Experiment Types

• A/B, Multivariate, Split URL Testing

• Behavior, Recovery, Geo & Device Targeting

Thursday, 8 August 13

Page 36: permanent beta (∞β):Your Ecommerce Optimization Framework

permanent beta (∞β)• Experiment Types

• A/B, Multivariate, Split URL Testing

• Behavior, Recovery, Geo & Device Targeting

• Heatmaps, Clickmaps & Usability Testing

Thursday, 8 August 13

Page 37: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 38: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 39: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 40: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 41: permanent beta (∞β):Your Ecommerce Optimization Framework

Content

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Page 42: permanent beta (∞β):Your Ecommerce Optimization Framework

Content

• Frictionless discovery

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Page 43: permanent beta (∞β):Your Ecommerce Optimization Framework

Content

• Frictionless discovery

• Friction coefficient

Thursday, 8 August 13

Page 44: permanent beta (∞β):Your Ecommerce Optimization Framework

Content

• Frictionless discovery

• Friction coefficient

• Optimize for better

Thursday, 8 August 13

Page 45: permanent beta (∞β):Your Ecommerce Optimization Framework

Content

• Frictionless discovery

• Friction coefficient

• Optimize for better • product taxonomy

Thursday, 8 August 13

Page 46: permanent beta (∞β):Your Ecommerce Optimization Framework

Content

• Frictionless discovery

• Friction coefficient

• Optimize for better • product taxonomy

• product description/stories/curation

Thursday, 8 August 13

Page 47: permanent beta (∞β):Your Ecommerce Optimization Framework

Content

• Frictionless discovery

• Friction coefficient

• Optimize for better • product taxonomy

• product description/stories/curation

• product search/relevance

Thursday, 8 August 13

Page 48: permanent beta (∞β):Your Ecommerce Optimization Framework

UX/UI

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Page 49: permanent beta (∞β):Your Ecommerce Optimization Framework

UX/UI• Optimization for

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Page 50: permanent beta (∞β):Your Ecommerce Optimization Framework

UX/UI• Optimization for

• Information Architecture, Navigation, Content

Thursday, 8 August 13

Page 51: permanent beta (∞β):Your Ecommerce Optimization Framework

UX/UI• Optimization for

• Information Architecture, Navigation, Content

• Usability, Accessibility

Thursday, 8 August 13

Page 52: permanent beta (∞β):Your Ecommerce Optimization Framework

UX/UI• Optimization for

• Information Architecture, Navigation, Content

• Usability, Accessibility

• Landing page, Calls to action, Persuasion

Thursday, 8 August 13

Page 53: permanent beta (∞β):Your Ecommerce Optimization Framework

UX/UI• Optimization for

• Information Architecture, Navigation, Content

• Usability, Accessibility

• Landing page, Calls to action, Persuasion

• Devices, Browsing experience

Thursday, 8 August 13

Page 54: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 55: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 56: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 57: permanent beta (∞β):Your Ecommerce Optimization Framework

Personalization

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Page 58: permanent beta (∞β):Your Ecommerce Optimization Framework

Personalization

• Involves optimization of one or more

Thursday, 8 August 13

Page 59: permanent beta (∞β):Your Ecommerce Optimization Framework

Personalization

• Involves optimization of one or more

• Differential/dynamic pricing/promotion

Thursday, 8 August 13

Page 60: permanent beta (∞β):Your Ecommerce Optimization Framework

Personalization

• Involves optimization of one or more

• Differential/dynamic pricing/promotion

• Segmentation (Device, Geo, Profile)

Thursday, 8 August 13

Page 61: permanent beta (∞β):Your Ecommerce Optimization Framework

Personalization

• Involves optimization of one or more

• Differential/dynamic pricing/promotion

• Segmentation (Device, Geo, Profile)

• Personalized cart recovery

Thursday, 8 August 13

Page 62: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 63: permanent beta (∞β):Your Ecommerce Optimization Framework

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

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Page 64: permanent beta (∞β):Your Ecommerce Optimization Framework

KPIs

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Page 65: permanent beta (∞β):Your Ecommerce Optimization Framework

KPIs• Establishing the multi-level KPIs

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Page 66: permanent beta (∞β):Your Ecommerce Optimization Framework

KPIs• Establishing the multi-level KPIs

• Top level KPIs (Website performance)

Thursday, 8 August 13

Page 67: permanent beta (∞β):Your Ecommerce Optimization Framework

KPIs• Establishing the multi-level KPIs

• Top level KPIs (Website performance)

• Page level KPIs (Category performance)

Thursday, 8 August 13

Page 68: permanent beta (∞β):Your Ecommerce Optimization Framework

KPIs• Establishing the multi-level KPIs

• Top level KPIs (Website performance)

• Page level KPIs (Category performance)

• Product level KPIs

Thursday, 8 August 13

Page 69: permanent beta (∞β):Your Ecommerce Optimization Framework

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

Page 70: permanent beta (∞β):Your Ecommerce Optimization Framework

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

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Page 71: permanent beta (∞β):Your Ecommerce Optimization Framework

Thank You

Thursday, 8 August 13