CS SignalsMaking Data Based Decisions

Amit ShankerDirector, BI @ MOO.com

Intro to MOOProblemSolutionImplementationConsiderations

MOO: An Intro

3

About: Online print and design company, supplying businesses with great quality stationery productsHistory: Founded 2006 in LondonProducts: Business Cards, Mini Cards, Greeting Cards, Letterheads, AccessoriesCustomers: Creative professionals (e.g. Photographers) and Professional Services (e.g. Lawyers)

Products

4

Satisfaction Guaranteed

5

A Problem…Cost of Reprints & Rejects in 2013

6

£425,965

Reprints: happen after an order is received by customerRejects: happen before an order is dispatched by MOO

…Has Amplifications

7

CS: First Port of CallCustomer Queries

8

pack

PDPorder

upload error

bleed

shippingpayment

Luxe colourCMYK

formats

croplibrary

Lots

to fix – how sh

ould we prio

ritise

?

Solution: Phase OneQuantifying the Problem

9

Build Buy Info Post-order0

20,000

40,000

60,000

80,000

100,000

120,000

Solution: Phase TwoPeeling the Build Onion

10

Data sources for Signals:

- Customer Services- Google Analytics- NPS Surveys- Focus groups

(Qual)- User Surveys

(Quant)

Solution: Phase ThreeSignals: Rank Ordering Build Issues

11

Selecting and uploading

images

PDP editing File formats Bleed Pack quantity Colour match PDP locked Crop marks Image library0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

•Problem:• It's too complicated to understand what your

cards will actually look like – this leads to cost, time and stress for customer

• Solution:• Don’t boil the ocean – be focused!• Incremental, iterative changes to existing

Build flow using following solutions: Messaging and warnings – with helpful solutions Preview - live, step-by-step PDP editing – contextual help

Solution: Phase FourPrioritising Build Fixes

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Implementation Goal Setting

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•GOAL for 2014:• Increase landing page to cart conversion

by 7% for engaged visitors • Build improvement has a direct positive impact on Buy

Engaged visitorsBrowse Purchase

intentBuild Paid OrdersBuy

ConsiderationsData = Nirvana?

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ConsiderationsData is necessary, but not sufficient

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• Data literacy – new hires• Data training – for existing staff• Tools• Mindset/Culture• Exec support

• Implement evidence based thinking and decision making in the business…

• … but also use experience, intuition, gut feel etc to generate hypothesis to test against data

That’s all folks!