Be Relevant: How Optimization Helps You Know Your Audience

Be Relevant: How Op0miza0on Helps You Know Your Audience

Dave Nuffer Product Manager,

LiDopia D_Nuffer

Alissa Polucha Program Manager,

MicrosoD

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

Who am I?

Dave Nuffer | Product Manager | Lover of Data & Charts

What is Li*opia?

Li*opia is an ecommerce pla8orm for the global ski and resort industry

“LiDopia helps people spend more 0me doing the ac0vi0es they love by helping partners run their businesses more effec0vely.”

Our Mission

Low barrier of entry

Argument PrevenCon Tool

Great customer support

Why do we use OpCmizely?

Segment OpCmizaCon

A/B tes0ng landing pages for search engine marke0ng (SEM) traffic

CASE 1

CASE 1 – Op0mizing LiDopia Landing Pages

Visitors x Avg. $ Size x Conversion % Internet $$$

ECOMMERCE FORMULA


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)


Resort Page


Resort Page


Resort Page


Product Page


Product Page

SoluCons Architect Byron to the Rescue!


TEST converted

23.7%

more than existing experience



Normal Resort Page

+ Product Page

Paid Ads (Search) Visitors

Variation Resort Page

+ Product Page Split Traffic 5/95

Other Uses for OpCmizely

What started as a A/B Tes0ng tool wound up to be so much more

OTHER USE CASES

Prototyping Tool for Tes0ng New Features

OTHER USE CASES – FEATURE PROTOTYPING

Deploying non-‐app fixes & one off customiza0ons

OTHER USE CASES – HOTFIXING PRODUCTION

Measured roll out of new features or pages

OTHER USE CASES – ROLLING OUT NEW FEATURES

About Microso* Store

Today’s presentation

•  Microsoft Store overview

•  Our experimentation guidelines and examples

•  Segmentation and audience targeting

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

Use customer insights to develop hypothesis, and experiment with different variations.

#1: Focus on the problem not the solution

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New design Control

New layout drove +112% more clicks

New design Control

Segment for gamers: Pre-orders went down

66%

All customers: Pre-orders went down

30%

New design Control

Design 1 Control Design 2

For gamers: Pre-orders went up 120%

All customers:

Pre-orders went up 27%

#2: Experimentation never ends

Our sites can always be better, continue to test and optimize.

Category page 1

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Category page 2

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Category page 3

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Category page 4

For home and student For small business For Mac

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Category page 5

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Category page 6

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After 6+ tests: +58% in products added to cart +36% in avg. revenue per visitor +10% in engagement

Results: 5% decrease in add to cart

clicks

Results: +0.7% increase in add to cart

clicks

Results: +2% increase in add to cart

clicks

Tailoring messaging, content and imagery to audience segments can drive sales and create a personalized experience

Student Variation Control

For students: Revenue went up +17%

Add to carts went up +12%

Impact is greater when testing closest to desired action – checkout, sign up, video play…

Reduced Promo Code Treatment Control

Results: Promo code box clicks decreased

34% Checkout button clicks increased

0.6%

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

Thank you! Questions?

Be Relevant: How Op0miza0on Helps You Know Your Audience

Dave Nuffer Product Manager,

LiDopia @D_Nuffer

Alissa Polucha Program Manager,

MicrosoD

Marketing

Be Relevant: How Optimization Helps You Know Your Audience