a modern approach to ecommerce optimization

A Modern Approach to Ecommerce Optimization

#DMA13Robert Gilbreath


• 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


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


- IT Heavy: Not totally controlled by marketing- Limited Options: Rely on IT to make updates/changes/additions


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- IT Heavy: Not totally controlled by marketing- Limited Options: Rely on IT to make updates/changes/additions- Speed: Slow to produce results/data


- 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)


- 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


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- 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?

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


- HIPPO / Tech Barriers / Overwhelming Amounts of Data - Lack of respect for what small changes can lead to- Customers & Employees - Numb to experience / website / app


- 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


- Open meetings to discuss test ideas- Team members pick which variation they think will win


- Open meetings to discuss test ideas- Team members pick which variation they think will win- Team members feel more connected to the process


- 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


- 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


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Statistics


73.6% of all statistics are

made up.


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

a modern approach to ecommerce optimization

Marketing

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small changes

risk data

hippo history

real culture