Conversion 2016 - Peter Ciepiela - Evolution of an optimization team
Transcript of Conversion 2016 - Peter Ciepiela - Evolution of an optimization team
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Peter Ciepiela
Evolution of an Optimization Team
Digital Optimization Lead
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Optimize the Digital user experience of Philips.com…
65 countries 35 languages
300 Million visitors per year B2B & B2C
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WHO AM I?
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We faced some trouble…
Long time between A/B tests- 1 test in first month- 2.5 tests / month
Time to release results slow- ~4 months!
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Weekly rhythm
…and needed to become more AGILE
Poker / Prioritize ideas
Pre-measure
E2E POOMA meetings
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Number of tests / month:
Average number weeks to deployment:
Before After
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6.8
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*First 6 months starting February 2016 vs last 6 months
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…more and more advanced tests via LEAN prototypes
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Both tests failed…
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…on an island
Org little understanding of the approach
No consistent way of sharing and remembering insights
Not informed from marketing context
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Engage: Predict which test wins and win prizes
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The Improvenator
Retain learnings: Repository for data, and insights from tests
Educate:Overview of UX, marketing, and Psychological principles
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V1CONTROL
V2ICONS W/CONTENT
V3 ICONS W/O CONTENT
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V2ICONS W/CONTENT
Buy intention +33%
Insight:Making important user goals such as navigation clearly visible on a website increases ease of navigation and increases buy intention.
Cultural context
Markets engaged
Validated for West
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Engaging to inform & teach
In the numbers
Jeroen Marttin, 2015 Digital Insights Champion
1,050 Marketers on the Distro
235 that participated in 2015 (22%!)
40% get the right answer / week
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is great… but…
Statistical validation
Fast incremental changes
KPI-driven validation
Won’t change experience
Validates only a snapshot
A B/T E S T I N G
Nike vs. Philips User test Benchmarking
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Usability Benchmarking: Ease of finding a product (start Corp Home Page)
Adding more qualitative RESEARCH…
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…surveys quickly learn about consumers
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a prototype is great… but…
Paints a clear vision of experience
Shows concrete solutions
User-driven validation
Not data-verified
If KPI’s go up, don’t know why
Risk KPI’s crashing
Long time to deploy
Meanwhile…
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Top navigation
- My Philips login (including text)
- Shopping cart
Striking search bar (118)
- B2C Navigation (359)
- Hero products or sub category images.
- No carousel
Promotion banner
Support widget (out of scope)
Predictive / adaptive search
No social icons
No contact slider
Navigation in the footer
- Promotions color (106)
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Size of the main image.
Hamburger vs menu(#72) Striking search bar
No news letter widget available
Philips tweets removed
Long list of newest products
removed
Footer navigation
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We evolved these into one Lean UX approach across teams…
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IDEAL STATE TEST & VALIDATE LAUNCH PIXEL-PERFECTINITIAL STATE
Example: Lean UX evolution of Philips Home Page
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By teaming up into one way of working across teams, we’ve been able to drive up conversion rates +67% in two years!
First A/B Test
78 A/B tests done1st Shop Test
Campaign Testing
Lean UX
166 A/B Tests
Targeting Test
New Nav Test
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
Buy Lead Conversion Rate
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THANK YOUlinkedin.com/in/peterciepiela
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