A Modern Approach to Ecommerce Optimization
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Transcript of A Modern Approach to Ecommerce Optimization
A Modern Approach to Ecommerce Optimization
#DMA13Robert Gilbreath
A Modern Approach to Ecommerce Optimization
• Web-based Shipping Software• Based in Austin, TX• Amazon, eBay, Etsy, and other
marketplaces• Shopify, Magento, Bigcommerce,
Volusion…• UPS, FedEx, DHL, USPS, Canada Post…
Robert Gilbreath- VP of Marketing- 20 years ecommerce / marketing- Internet Retailer Top 500 / Inc 500
companies
A Modern Approach to Ecommerce Optimization
Things to cover
- The HIPPO- History of Website Testing & Personalization- Culture of Optimization & Rewarding Risk- Data and consumers view of it- Personalization & Segmentation- Q & A
Does he (or she) exist within your organization?
More Cute Baby Hippos
Does he (or she) exist within your organization?
Highest Paid Person’s Opinion (HIPPO)
- Methods / Tech of testing and personalization – Hippo stomp- Decisions and changes not based on tests- No real culture that embraced change – rewarded risks- Gut and/or ego decisions can be right, but…
History of Website Testing & Personalization
- IT Heavy: Not totally controlled by marketing
History of Website Testing & Personalization
- IT Heavy: Not totally controlled by marketing- Limited Options: Rely on IT to make updates/changes/additions
A Modern Approach to Ecommerce Optimization
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History of Website Testing & Personalization
- IT Heavy: Not totally controlled by marketing- Limited Options: Rely on IT to make updates/changes/additions- Speed: Slow to produce results/data
History of Website Testing & Personalization
- IT Heavy: Not totally controlled by marketing- Limited Options: Rely on IT to make updates/changes/additions- Speed: Slow to produce results/data- Results: Data inconclusive (HIPPO may have grown stronger)
History of Website Testing & Personalization
- IT Heavy: Not totally controlled by marketing- Limited Options: Rely on IT to make updates/changes/additions- Speed: Slow to produce results/data- Results: Data inconclusive (HIPPO may have grown stronger)- Today’s tools remove most (all) of these barriers
Today’s Reality of Testing & Personalization
Culture of Optimization & Rewarding Risk
- HIPPO / Tech Barriers / Overwhelming Amounts of Data
A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
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Culture of Optimization & Rewarding Risk
- HIPPO / Tech Barriers / Overwhelming Amounts of Data - Lack of respect for what small changes can lead to
Do small changes to color make a difference?
Do small changes to color make a difference?
Do small changes to color make a difference?
Conversion Rate: 4.5%
Average Order Value: 2.9%
Revenue per Session: 7.6%
Do small lifts to Conversion Rate and AOV matter?
Control Test Change
Visitors 1,000,000 1,000,000
CR 5.00% 5.60% 12.40%
AOV $50.00 $53.22 6.43%
Closed 50,000 56,000 6,000
$2,500,000 $2,980,320 $480,320
Culture of Optimization & Rewarding Risk
- HIPPO / Tech Barriers / Overwhelming Amounts of Data - Lack of respect for what small changes can lead to- Customers & Employees - Numb to experience / website / app
Culture of Optimization & Rewarding Risk
- HIPPO / Tech Barriers / Overwhelming Amounts of Data - Lack of respect for what small changes can lead to- Customers & Employees - Numb to experience / website / app- Example: Brooks Brothers
Brooks Brothers – Culture of Optimization
- Open meetings to discuss test ideas
Brooks Brothers – Culture of Optimization
- Open meetings to discuss test ideas- Team members pick which variation they think will win
Brooks Brothers – Culture of Optimization
- Open meetings to discuss test ideas- Team members pick which variation they think will win- Team members feel more connected to the process
Brooks Brothers – Culture of Optimization
- Open meetings to discuss test ideas- Team members pick which variation they think will win- Team members feel more connected to the process- More Ideas – More Wins – More Increases to KPIs
Culture of Optimization & Rewarding Risk
- HIPPO / Tech Barriers / Overwhelming Amounts of Data - Lack of respect for what small changes can lead to- Numb to customer experience / website / app- Example: Brooks Brothers
Change the Culture - Turn the HIPPOS into the biggest advocates
Companies estimate they lose, on average, 20% of their revenue annually to poor customer experiences.
Source: Oracle
A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
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A Modern Approach to Ecommerce Optimization
Statistics
A Modern Approach to Ecommerce Optimization
73.6% of all statistics are
made up.
A Modern Approach to Ecommerce Optimization
Robert Gilbreath – ShipStation
Twitter: @Adomatica
Linkedin: /in/robertgilbreath
Email: [email protected]
Questions
Connect
You’ve mastered the theory, now put it into practice
Use the Show Guide to match this session’s categories with the providers in the Hall who can help execute!
See Page 18 for details