setting the vision for digital transformation · collect+ messaging hypothesis accepted 1.8%...
TRANSCRIPT
Setting The Vision For Digital Transformation
Oracle Retail Exchange
Sunday 11th January 2015
Classic Car Club
Paul Hornby & Jane Hives
Who Are We?
368m
Big Numbers
86% …with 51% of these
on mobile
Visits During 2014: Annual Sales:
£1.7 billion
%age Sales Online:
Our Transformation
Survival-Led
2003-07
Integration and
consolidation
Business-Led
2007-12
Catalogue to
etail capabilities
Customer-Led
2012-today
Vision for world
class digital
Dec ‘14
86%
Old Ways Of Working
Huge Projects Waterfall Retro-Fitted UX
Wanted (Needed) To Change
Culture Technology People
People
10 People
70 People
People – Digital Marketing
Team increased by
50% over past 12
months
Growth In-House Focus
Paid Search Team
successfully
migrated in-house
Award-Winning
Achieved “Best In-House
Team” At 2014 UK Search
Awards
Technology
Technology – Digital Marketing
Cross-Device Personalisation Programmatic Bidding
Technology – Digital Marketing
Customer-Centric Culture
Experimentation
Hypothesis driven experiments allow
us to quantify the impact of changes
in a controlled way.
When significant positives are found
experiments are implemented,
experiments are failed fast when
negatives are observed.
Typically we find:
1/3 have conclude with a significant positive effect
1/3 have no significant effect
1/3 fast fail with a significant negative effect
Experimentation Growth
Today
We’ve already reached 55 challengers per
month (which is on track)
This equates to us launching more
challengers in a month than competitors aim
to do in a year
By Jul 16
We’ll have more challengers live in a visit than
competitors launch in a year
Which Test Won?
Syndicated Content Hypothesis accepted
3.1% increase to
conversion
Control Challenger
Managing Abandonment
Control Challenger
Hypothesis rejected
(2.8)% negative to
conversion
Continuous Scroll
Control Challenger
Hypothesis rejected
(0.2)% negative to
conversion
Gallery Page Layout
Control Challenger
Hypothesis accepted
1.1% increase to
conversion
Empty Review Stars
Control Challenger
Hypothesis rejected
(0.8)% negative to
conversion
Product Page Error Messaging
Control
Challenger
Hypothesis accepted
0.6% increase to
conversion
Collect+ Messaging Hypothesis accepted
1.8% increase to
conversion
Control Challenger
Default Sort Order
Control Challenger
Hypothesis rejected
(4.2)% negative to
conversion
Product Add To Basker
Control Challenger
Hypothesis rejected
(1.2)% negative to
conversion
Shopping Basket Quick View
Control Challenger
Hypothesis accepted
0.5% increase to
conversion
Question: How many experiments did Amazon run in the past year?
1976!
Tie Break Question!
Summary
New Ways Of Working Completely changed our approach to change, moving from a HIPPO approach to a
customer-centric culture.
Investing In People Getting the right people, partners and skillsets within our team has been critical to
progression.
We’re currently running around 55 challengers per month, but this will increase to 140
challengers per month by July 2016.
World-Class Experimentation
