This document discusses how Azhar Bande-Ali of NCR uses metrics, analytics, and A/B testing to improve processes and increase revenue. It describes how NCR monitors key metrics through Google Analytics to identify opportunities like low conversion rates. Azhar then works to gain support for A/B tests of variants to the checkout process, with the goal of improving conversions and millions in additional annual sales.

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MILLION DOLLAR
IMPACT THROUGH
METRICS, ANALYTICS,
AND A/B TESTING
AZHAR BANDE-ALI
SEPTEMBER 17, 2016

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What will we talk about?
• Who?
• What is NCR?
• The Product
• How we use Google Analytics
• Opportunity
• Discovery
• Buy-in
• A/B test
Questions

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What will we talk about?
AZHAR
PM, NCR

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Azhar Bande-Ali

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NCR POWERS
WORLDWIDE,
EVERY SECOND
DOLLARS IN CASH
GOES THROUGH NCR
ATMs EACH YEAR
NCR SERVICES ARE HERE
TO SUPPORT OUR CUSTOMERS
SPEAKING
AND SPANNING FROM:
THE WEST
COAST OF
THE US…
…TO THE
FAR EAST
OF RUSSIA
CONSUMERS USING FASTLANE
SELFSERV CHECKOUTS SCAN
EVERY YEAR – OVER 6 ITEMS FOR
EVERY MAN, WOMAN AND CHILD ON EARTH.
ON AVERAGE, AN
AUTOMOBILE HAS
NCR ACTIVELY
MANAGES
IN 2014
VISITED OUR
EXECUTIVE
BRIEFING CENTERS
IN DULUTH, DUNDEE
AND NYC TO LEARN
HOW NCR IS
SOLUTIONS
NCR CONNECTED PAYMENTS CURRENTLY
PROTECTS MORE THAN
AND MORE THAN
ANNUALLY (SPECIALIZES IN CLOUD, MOBILE
eWALLET PAYMENTS)
NCR SERVICES
CENTERS RESPOND TO
CUSTOMER INCIDENTS
EACH YEAR
ATM’S + APTRA SOFTWARE SERVE OVER
MORE THAN TWITTER
AND IPHONE COMBINED
NCR FACILITATES
EVERY SECOND

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Product

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Product

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Scorecard Metrics
Sessions that end on
page/Unique page visits
Monitor each stage in
ordering funnel
Conversion Rate Drop Off Rate Return Rate
Food industry standard:
10%
Highlights areas of
friction and confusion for
users
Most annoying metric of
all
Sessions with a
transaction/Total
Sessions
Monitor weekly change
Cohort: new transacting
users between 5 and 4
weeks ago
Repeat visits from
cohort in last 4 weeks/
Cohort size

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Google Analytics
• Ecommerce
• Funnel Visualization
• Events
• Custom events not tracked by page views
• Metrics
• Conversion Rate
• Drop-off Rate

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Google Analytics
Ecommerce & Goals Events

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Opportunity

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Ordering Funnel – Conversion Rate
Select Location: 83%
Select Pick Up Time: 85%
Build Bag: 56%

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Events
• Track every action on menu
page that could result in
abandonment
• Events can be a part of a
Category, have Labels, and an
Event Value
• Careful! Can lead to analysis
paralysis

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AIDA Framework
Exits
%
Interest: are users exploring? Submenu Events 5.26%
Desire: are they interested in shopping? Add Item Events 18.22%
Revenue: are users checking out? Checkout Events 23.84%

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ROI
ROI
Improve by # transactions $ $ yearly
Interest: are
users exploring?
Submenu Events 176.1 110 $3,303.73 $171,793.86
Desire: are they
interested in
shopping?
Add Item Events 720.99 557 $16,713.02 $869,077.24
Revenue: are
users checking
out?
Checkout Events 695.6 696 $20,868.00 $1,085,136.00

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$1,085,136.00
How to get buy in from your boss and customers

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A/B Test

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Google Tag Manager
• Inject “tags” to websites
without needing a
deployment
• Add backdoor to your
website

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Google Analytics Experiments
• Create experiment
• Define variants
• Use experiment ID to inject
code via GTM

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Current State
Hypothesis: Making “Continue”
button more prominent will improve
the checkout conversion rate.

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Variant 1
Remove “Cancel” button

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Variant 2
Remove “Cancel” and change
button text from “Continue” to
“Checkout”

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Results
bit.ly/pcncr

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Questions?

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