Adaptive site topsellers

PERSONALIZATION

HOW TO MAKE YOUR SITE ADAPTIVE

Part 1 of 6

Why brands need an adaptive site?

© Unbxd Software Private Ltd 2014. All rights reserved.

Source: dictionary.reference.com/browse/adapt

www.unbxd.com

dictionary.reference.com/browse/adapt

dictionary.reference.com/browse/adapt

www.unbxd.com

Brands spend a lot of time and money

to bring new and repeat visitors to the site


Header

Banner

Categories

Footer

><

www.unbxd.com

http://www.unbxd.com

This generates a lot of traffic and

brands get some conversions


All Visitors

Shopping Pages

Add to Cart

Purchase

100%

60%

30%

3%

Header

Banners

Categories

Footer

YOURSITE.com

><

www.unbxd.com


What’s the problem?

© Unbxd Software Private Ltd 2014. All rights reserved. www.unbxd.com



All Visitors

Shopping Pages

Add to Cart

Purchase

100%

60%

30%

3%

TOO SMALL!

NOT ENOUGH!

MAKE IT BIGGER!

Problem 1

www.unbxd.com



All Visitors

Shopping Pages

Add to Cart

Purchase

100%

60%

30%

3%

REACHED LIMITS ON

BRINGING NEW

TRAFFIC

Problem 2

www.unbxd.com


What is the next step in the evolution?



Experts say....


All Visitors

Shopping Pages

Add to Cart

Purchase

100%

60%

30%

3%

OPTIMIZE

CUSTOMER

JOURNEY

www.unbxd.com


HOWEVER

We don’t want a robotic or manual approach

We need a modern and strategic solution



One strategy to optimize the customer journey

Adaptive Site Using Personalization

Part 1 - Top Sellers



Brands show the same home page to all the

visitors, regardless of who they are and

where they come from



Different visitors see the same home page

WHY?


SARAH

First Time VisitorMELANIE

Repeat Visitor

AMY

Loyal Customer

Header

Banners

Categories

Footer

><

Header

Banners

Categories

Footer

><

Header

Banners

Categories

Footer

><

www.unbxd.com


Brands have a dilemma

“What to show on the home page?”


new products

help bring

customers back

top selling products

help grow revenue

They want both

or

www.unbxd.com



Header

Banners

Categories

Footer

><

New products have

won the banner space

So can brands add

top sellers below

the banners?

YOURSITE.com

Home Page

www.unbxd.com


That might be an easy

“Yes”



Determining “Top Sellers”

is

NOT



Some challenges that brands may face...



Challenge #1 - Real-time?


Intelligent “top sellers” based on

visitor behavior in real-time.

Your site should adapt with

every click a visitor makes.

www.unbxd.com


Challenge #2 - Affinity?


How do we match visitor

affinity to a specific category?

Affinity may change over time

or in real-time.

SARAH

First Time Visitor

MELANIE

Repeat Visitor

AMY

Loyal Customer

www.unbxd.com


Challenge #3 - Geo-trends?


How quickly can we apply

location filters to “top-sellers”

to capitalize on local trends?

www.unbxd.com


Challenge #4 - Signals?


How many signals can we

track and what is the

importance of each signal in

determining relevant

“top sellers”?

www.unbxd.com


Challenge #5 - Catalog Changes?


“Top sellers” should be re-

evaluated as soon as

the catalog changes

(within seconds)

www.unbxd.com


Challenge #6 - Time Frame


What time frame do we use

to determine “top sellers”?

A week, month or season?

www.unbxd.com


Challenge #7 - Tiebreaker


If two products have the

same weightage for

“top sellers”, which product

shows up first?

www.unbxd.com


Challenge #8 - How Many?


How many “top sellers”

do you show on the

home page?

three, five, ten?

Source: http://marketingland.com/fundamental-checklist-website-navigation-design-architecture-part-1-90743

www.unbxd.com


Challenge #9


Let’s assume you have computed “top sellers” using the following assumptions

www.unbxd.com


Challenge #9



1. You are using sales for past three months

www.unbxd.com


Challenge #9




2. No two products have same sales, so no tiebreaker needed

www.unbxd.com


Challenge #9




2. No two products have same sales, so no tiebreaker needed

3. Show five “top selling” products from this analysis

www.unbxd.com


Challenge #9


A sample computation

Rank $ Sales Product

1 10,000 A

2 5,000 B

3 3,333 C

4 2,500 D

5 2,000 E

6 1,667 F

7 1,429 G

8 1,250 H

9 1,111 I

10 1,000 J

11 909 K

12 833 L

13 769 M

14 714 N

www.unbxd.com

“Top Sellers”


Challenge #9


TOP SELLERS

Brands expect to see this...

www.unbxd.com


Challenge #9


Closer inspection reveals

that top 10 products are all

from the same category, so

all five products shown will

be from same category

Rank $ Sales Product Category

1 10,000 A handbag

2 5,000 B handbag

3 3,333 C handbag

4 2,500 D handbag

5 2,000 E handbag

6 1,667 F handbag

7 1,429 G handbag

8 1,250 H handbag

9 1,111 I handbag

10 1,000 J handbag

11 909 K shoes

12 833 L dress

13 769 M tops

14 714 N jeans

www.unbxd.com


Challenge #9


TOP SELLERS

In reality, brands will see this...

www.unbxd.com


What’s wrong with that scenario?



Challenge #9 - The Dilemma


Brands want visitors to

discover “top selling”

products across categories

and not just from the

best selling category

www.unbxd.com




Should you pick one product from each category?

www.unbxd.com




Should you pick one product from each category?

But there isn’t enough space!

www.unbxd.com




Brands may give all categories equal importance

BUT

Visitors don’t give all categories equal importance

www.unbxd.com


Similar to homepage, all visitors see the

same category pages, regardless of

who they are and where did they come from


Challenge #10 - Category Pages?

www.unbxd.com


Different visitors see the same category pages as well

WHY?


SARAH

First Time VisitorMELANIE

Repeat Visitor

AMY

Loyal Customer

Header

Category Banner

Shirts

Footer

Header

Category Banner

Shirts

Footer

Header

Category Banner

Shirts

Footer

www.unbxd.com



New products in a

category also have

won the banner space

So can brands add

top sellers below

the banners?

YOURSITE.com

Shirts Category Page

Header

Category Banner

Shirts

Footer

www.unbxd.com


Again the answer is “Yes”

Determining category “top sellers”,

is equally challenging


Challenge #10 - Category Pages?

www.unbxd.com


Brands need a

modern, machine-learning engine that

strategically adapts in real-time

to determine relevant “top sellers”



Find out more about “top sellers” and other

product recommendations that

make your site more adaptive,

please send an email to

Monal Patel

[email protected]


mailto:[email protected]


Next in the Personalization series…

Part 2 - “Related Products”

Part 3 - “Recommended for you”

Part 4 - “Cross-sell recommendations”

Part 5 - “Exit Recommendations”

Part 6 - “Email Recommendations”



Date post:	22-Jul-2015
Category:	Internet
Upload:	unbxd
View:	249 times
Download:	0 times

Adaptive site topsellers

Internet