Be Relevant: How Optimization Helps You Know Your Audience
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Transcript of Be Relevant: How Optimization Helps You Know Your Audience
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Be Relevant: How Op0miza0on Helps You Know Your Audience
Dave Nuffer Product Manager,
LiDopia D_Nuffer
Alissa Polucha Program Manager,
MicrosoD
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Overview: Li*opia
• Who am I?
• What is LiDopia and how do we use Op0mizely
• Improving Search Engine Marke0ng conversion
• Other Problems solved using Op0mizely
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Who am I?
Dave Nuffer | Product Manager | Lover of Data & Charts
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What is Li*opia?
Li*opia is an ecommerce pla8orm for the global ski and resort industry
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“LiDopia helps people spend more 0me doing the ac0vi0es they love by helping partners run their businesses more effec0vely.”
Our Mission
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Low barrier of entry
Argument PrevenCon Tool
Great customer support
Why do we use OpCmizely?
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Segment OpCmizaCon
A/B tes0ng landing pages for search engine marke0ng (SEM) traffic
CASE 1
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CASE 1 – Op0mizing LiDopia Landing Pages
Visitors x Avg. $ Size x Conversion % Internet $$$
ECOMMERCE FORMULA
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CASE 1 – Op0mizing LiDopia Landing Pages
Visitors x Avg. $ Size x Conversion %
Paid Ads (Search) Direct Traffic Organic
Search
Avg. $ Size
Avg. $ Size
Avg. $ Size
C % C % C %
Internet $$$
C %
Paid Ads (Search)
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CASE 1 – Op0mizing LiDopia Landing Pages
Resort Page
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CASE 1 – Op0mizing LiDopia Landing Pages
Resort Page
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CASE 1 – Op0mizing LiDopia Landing Pages
Resort Page
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CASE 1 – Op0mizing LiDopia Landing Pages
Product Page
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CASE 1 – Op0mizing LiDopia Landing Pages
Product Page
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SoluCons Architect Byron to the Rescue!
CASE 1 – Op0mizing LiDopia Landing Pages
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TEST converted
23.7%
more than existing experience
CASE 1 – Op0mizing LiDopia Landing Pages
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CASE 1 – Op0mizing LiDopia Landing Pages
Normal Resort Page
+ Product Page
Paid Ads (Search) Visitors
Variation Resort Page
+ Product Page Split Traffic 5/95
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Other Uses for OpCmizely
What started as a A/B Tes0ng tool wound up to be so much more
OTHER USE CASES
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Prototyping Tool for Tes0ng New Features
OTHER USE CASES – FEATURE PROTOTYPING
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Deploying non-‐app fixes & one off customiza0ons
OTHER USE CASES – HOTFIXING PRODUCTION
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Measured roll out of new features or pages
OTHER USE CASES – ROLLING OUT NEW FEATURES
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About Microso* Store
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Today’s presentation
• Microsoft Store overview
• Our experimentation guidelines and examples
• Segmentation and audience targeting
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Microsoft Store overview
• How Microsoft goes direct to consumers to sell the best hardware and software
• 75 and counting brick-and-mortar and specialty stores in 3 different countries
• Online store selling in 228 online
stores from Antarctica to Zimbabwe
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Use customer insights to develop hypothesis, and experiment with different variations.
#1: Focus on the problem not the solution
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Fold
New design Control
New layout drove +112% more clicks
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New design Control
Segment for gamers: Pre-orders went down
66%
All customers: Pre-orders went down
30%
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New design Control
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Design 1 Control Design 2
For gamers: Pre-orders went up 120%
All customers:
Pre-orders went up 27%
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#2: Experimentation never ends
Our sites can always be better, continue to test and optimize.
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Category page 1
Fold
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The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Category page 2
Fold
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Category page 3
Fold
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Category page 4
For home and student For small business For Mac
Fold
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Category page 5
Fold
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Category page 6
Fold
After 6+ tests: +58% in products added to cart +36% in avg. revenue per visitor +10% in engagement
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Results: 5% decrease in add to cart
clicks
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Results: +0.7% increase in add to cart
clicks
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Results: +2% increase in add to cart
clicks
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Tailoring messaging, content and imagery to audience segments can drive sales and create a personalized experience
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Student Variation Control
For students: Revenue went up +17%
Add to carts went up +12%
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Impact is greater when testing closest to desired action – checkout, sign up, video play…
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Reduced Promo Code Treatment Control
Results: Promo code box clicks decreased
34% Checkout button clicks increased
0.6%
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Recap: Our Experimentation Guidelines
1. Focus on the problem not the solution
2. Experimentation never ends
3. Know your audience
4. Start at the action
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Thank you! Questions?
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Be Relevant: How Op0miza0on Helps You Know Your Audience
Dave Nuffer Product Manager,
LiDopia @D_Nuffer
Alissa Polucha Program Manager,
MicrosoD