Aiur / Ann / Carol / Echo / Josie �

OVERVIEW �

OVERVIEW �

Purchasing �

Years Old �

2009.11.11 �

Overview �

18-29 �

Korean Style � Target Customer �

Cost �Position �

Professional Version �

￥50/month �

Ads �

3 �

Short-term: - Create more impressions on potential customers; - Increase traffic, conversion rate and sales. �

Long-term: - Increase the level of shop evaluation. �

•  Goal �

Overview �

4 �

- Visits; �- Number of “collect”; �- Sales； �- Conversion rate； �- Positive comment. �

•  KPI �

- Operation of social media; �- Shop interface optimization; �- SEO; �- Customer study; - Sales promotion. �

•  KPD �

Overview �

5 �

-  Rules of Taobao shop

(e.g. no link of third-party platform is allowed in the item page); -  Limited budget; -  Low time devotion of the shop owner.

•  Constraint �

Overview �

6 �

-  Networking of the shop owner and WeSaw group; -  Social network sites (Weibo; Douban); -  Free analytic tools; -  Share of optimization experience (BBS)

•  Resources �

Overview �

7 �

OPTIMIZATION �

Udon House Op 1.0 �

Strategy �

Testing � Optimization � Learning �

•  Google SEO •  Baidu SEO — WordPress •  Optimization of Taobao search •  Optimization of content •  Interlinks •  Promotion

10 �

•  Google Analytic �

Udon House Op 1.0 �

Strategy �

Testing �

Optimization � Learning �11 �

Udon House Op 1.0 �

Strategy �

Testing �

Optimization � Learning �

•  江湖策 � 

•  量子恒道 � 

12 �

Udon House Op 1.0 �

Strategy �

Testing �

Optimization � Learning �

•  江湖策 � 

•  量子恒道 � 

Nov 8 Visit: 64

13 �

Udon House Op 1.0 �

Strategy �

Testing �

Optimization � Learning �

•  江湖策 � 

•  量子恒道 � 

Nov 8 Visit: 64

14 �

Testing �

Customer Distribution �

Strategy � Optimization � Learning �15 �

Testing �

Customer Distribution �

Strategy � Optimization � Learning �16 �

Time Distribution �

Testing �

Strategy � Optimization � Learning �17 �

Time Distribution �

Testing �

Strategy � Optimization � Learning �18 �

Strategy � Testing �

Optimization �

Learning �

Google AdWords �

乌冬家 �  韩版连衣裙 � 

毛衣外套 � 

单肩包 � 女 � 

韩版外套 � 

打底衫 � 女 � 

明星同款 � 围巾 � 显瘦 � 长款 � 开衫 � 韩国原单 � 

金属链条 � 单肩女包 � 

外贸 � 复古 � 翻领衬衫 � 

长款修身打底衫 � 

19 �

Strategy � Testing �

Optimization �

Learning �

Social Network Accounts �

20 �

Strategy � Testing �

Optimization �

Learning �

Social Network Accounts �

21 �

Strategy � Testing �

Optimization �

Learning �

Change Seller’s ID �

22 �

Interface �

Strategy � Testing �

Optimization �

Learning �23 �

Interface �

Strategy � Testing �

Optimization �

Learning �24 �

Udon House Op 1.0 �

Strategy � Testing �

Learning �

Optimization �

•  New Constraint - Punishment from Taobao for traffic from Wechat - No Oppprtunity for 1212 Promotion due to the punishment

•  Achievement - SEO for Taobao Search - Taobao analytic tool - Shop redesign

Feasible Trials

•  Challenge - Google analytics - @seller name - Low traffic- WordPress

Things not working well New objective obstacles

25 �

OVERVIEW �

OPTIMIZATION �

Nov 24 Visit: 236

27 �

•  Target Consumer Interview

Customer Interview �

Strategy �

Testing � Optimization � Learning �

Email Interview •  Responses to the Taobao shop

q Layout optimization q Adjust the classification q Fall/Winter promotion q Clothes collocation q Better designed pictures q Discount

28 �

Interface optimization;

Customer interview; Douban

Taobao直通车 �

Weibo; Taobao search;

Interlinks; “Collect” the

product; Taobao backyard

�

WordPress; Picture Retaking

High �

Low

How valuable �

Complexity

High

Udon House Op 2.0 �

Strategy �

Testing � Optimization � Learning �

Complexity �29 �

Udon House Op 2.0 �

Strategy �

Testing �

Optimization � Learning �

•  A/B Testing �

•  Heat map �

30 �

Strategy � Testing �

Optimization �

Learning �

Customer Journey �

Reach �

Impression �

Purchase �

Loyalty �

31 �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

-  Douban Group -  Taobao SEO -  Time for New Arrivals -  Interlinks �

•  Increase traffic：

32 �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

-  Douban Group -  Taobao SEO -  Time for New Arrivals -  Interlinks �

•  Increase traffic：

33 �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

-  Douban Group -  Taobao SEO -  Time for New Arrivals -  Interlinks �

•  Increase traffic：

34 �

-  Douban Group -  Taobao SEO -  Time for New Arrivals -  Interlinks �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

•  Increase traffic：

35 �

-  Optimization of interface design (logo & banner); -  Send E-mails to remind the customer about the

off-shelf date of the products they have collected; -  Suggestion about time for shop owner online; -  Suggestion for free shipment. �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

•  Increase conversion rate:

36 �

-  Optimization of interface design -  Send Emails to remind the customer about the off-

shelf date of the products they have collected -  Suggestion about time for shop owner online -  Suggestion for free shipment �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

•  Increase conversion rate:

37 �

-  Offer Taojinbi (淘金币) for “collect shop” -  Discussion on Taobao Backyard -  Word-of-mouth: encourage the buyers to share products

they bought �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

•  Cultivate loyalty:

38 �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

39 �

-  Taojinbi for “collect shop” -  Discussion on Taobao backyard -  Word-of-mouth -  Encouraging the buyers to share products they bought �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

•  Cultivate loyalty:

40 �

-  Taojinbi for “collect shop” -  Discussion on Taobao backyard -  Word-of-mouth -  Encouraging the buyers to share products they bought �

Strategy � Testing �

Optimization �

Learning �

Udon House Op 2.0 �

•  Cultivate loyalty:

41 �

Strategy � Testing �

Learning �

Optimization �

Customer Interview �

42 �

Strategy � Testing �

Learning �

Optimization �

1. From 1 to 10, how much would you value your experience in Udon House? �

2. Who were you buying for? �

3. What was the purpose of your buying? �

4. What is your habbit of online shopping, searching independently everytime or revisit the shops you bought from before? �

5. Do you think our item classification is clear for you? �

6. Please tell us the reason why you choose Udon House instead of other shops you have browsed before. �7. Please recommend other online clothing shops that you go often and tell us why you like them. �8. What do you suggest for our optimization? �

9. What kind of extra service would you like from us? �

Questions For Actual Buyers �

43 �

Strategy � Testing �

Learning �

Optimization �

Feedback From Actual Buyers �

6/15 Respondents � Score for the Udon House 7.2/10 �

Themselves

Daughter

Mother

Who you bought for? �

44 �

Strategy � Testing �

Learning �

Optimization �

Customer Persona �

45 �

OVERVIEW �

CONCLUSION �

Achievement �

47 �

•  Overall -  More traffic: from 64 to 875 visits per day; -  More people collected Udon House on Taobao: from 203 to 267; -  More positive comment from the customers.

•  Details �-  Taobao keywords optimization & SEO; -  Release ads through Google Adwords; -  Built up Taobao shop backyard for customers to share their

shopping experience to improve WOM; -  Social network promotion on Weibo & Douban; -  Learned to do A/B testing; -  Shop interface optimization; -  Customer study. �

Nov 30 Visit: 875

48 �

Good News !! �

•  A Korean scarf wholesaler has found Udon House through Taobao and bought more than 200 scarves.

Revenue ≈ ￥20,000 •  Moreover, the wholesaler intend to establish long-term

cooperation with Udon House.

49 �

Future �

•  What to do in the next month

- Customized offer for male customers e.g. Gift card for girl friend; �- Bundling offer for females; �- Conversion blockage removal by customer interview; �- Learn Taobao evolving rule & run ads on Taobao Zhitongche (直通车). �

50 �