permanent beta (∞β): Your Ecommerce Optimization Framework

1. permanent beta (∞β)
Your Ecommerce Optimization Framework
@abhishektiwari
http://abhishek-tiwari.com
Thursday, 8 August 13

2. Version 0.1
Thursday, 8 August 13

3. Challenges
Thursday, 8 August 13

4. Challenges
• plan and execute permanent beta
Thursday, 8 August 13

5. Challenges
• plan and execute permanent beta
• improve conversion, ATV or AOV
Thursday, 8 August 13

6. Challenges
• plan and execute permanent beta
• improve conversion, ATV or AOV
• develop and refine KPIs
Thursday, 8 August 13

7. permanent beta (∞β)
ContentUX/UI
Personalization
Recovery
Conversion
ATV
Thursday, 8 August 13

8. permanent beta (∞β)
• A collection of optimization frameworks
ContentUX/UI
Personalization
Recovery
Conversion
ATV
Thursday, 8 August 13

9. permanent beta (∞β)
• A collection of optimization frameworks
• Content Optimization (IN)
ContentUX/UI
Personalization
Recovery
Conversion
ATV
Thursday, 8 August 13

10. 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

11. 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

12. 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

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

14. 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

15. 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

16. permanent beta (∞β)
Thursday, 8 August 13

17. permanent beta (∞β)
• Basic Steps
Thursday, 8 August 13

18. permanent beta (∞β)
• Basic Steps
• Aligning Ecommerce goals with business
objectives (ATV, Conversion, Recovery)
Thursday, 8 August 13

19. permanent beta (∞β)
• Basic Steps
• Aligning Ecommerce goals with business
objectives (ATV, Conversion, Recovery)
• Identify business objective funnel
Thursday, 8 August 13

20. 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

21. 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

22. 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

23. permanent beta (∞β)
Thursday, 8 August 13

24. permanent beta (∞β)
• Generating Hypothesis
Thursday, 8 August 13

25. permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
Thursday, 8 August 13

26. permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
• Value proposition
Thursday, 8 August 13

27. permanent beta (∞β)
• Generating Hypothesis
• Ab initio: Relationship (s) between variables
• Value proposition
• Known drivers and inhibitors (ex. LIFT)
Thursday, 8 August 13

28. 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

29. 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

30. 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

31. 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

32. permanent beta (∞β)
Thursday, 8 August 13

33. permanent beta (∞β)
• Experiment Types
Thursday, 8 August 13

34. permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
Thursday, 8 August 13

35. permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting
Thursday, 8 August 13

36. permanent beta (∞β)
• Experiment Types
• A/B, Multivariate, Split URL Testing
• Behavior, Recovery, Geo & Device Targeting
• Heatmaps, Clickmaps & Usability Testing
Thursday, 8 August 13

37. 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

38. 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

39. 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

40. 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

41. Content
Thursday, 8 August 13

42. Content
• Frictionless discovery
Thursday, 8 August 13

43. Content
• Frictionless discovery
• Friction coefficient
Thursday, 8 August 13

44. Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
Thursday, 8 August 13

45. Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
• product taxonomy
Thursday, 8 August 13

46. Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
• product taxonomy
• product description/stories/curation
Thursday, 8 August 13

47. Content
• Frictionless discovery
• Friction coefficient
• Optimize for better
• product taxonomy
• product description/stories/curation
• product search/relevance
Thursday, 8 August 13

48. UX/UI
Thursday, 8 August 13

49. UX/UI
• Optimization for
Thursday, 8 August 13

50. UX/UI
• Optimization for
• Information Architecture, Navigation, Content
Thursday, 8 August 13

51. UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
Thursday, 8 August 13

52. UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls to action, Persuasion
Thursday, 8 August 13

53. UX/UI
• Optimization for
• Information Architecture, Navigation, Content
• Usability, Accessibility
• Landing page, Calls to action, Persuasion
• Devices, Browsing experience
Thursday, 8 August 13

54. 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

55. 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

56. 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

57. Personalization
Thursday, 8 August 13

58. Personalization
• Involves optimization of one or more
Thursday, 8 August 13

59. Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
Thursday, 8 August 13

60. Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Geo, Profile)
Thursday, 8 August 13

61. Personalization
• Involves optimization of one or more
• Differential/dynamic pricing/promotion
• Segmentation (Device, Geo, Profile)
• Personalized cart recovery
Thursday, 8 August 13

62. 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

63. 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

64. KPIs
Thursday, 8 August 13

65. KPIs
• Establishing the multi-level KPIs
Thursday, 8 August 13

66. KPIs
• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
Thursday, 8 August 13

67. KPIs
• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
Thursday, 8 August 13

68. KPIs
• Establishing the multi-level KPIs
• Top level KPIs (Website performance)
• Page level KPIs (Category performance)
• Product level KPIs
Thursday, 8 August 13

69. 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

70. 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

71. Thank You
Thursday, 8 August 13