Hazjier Pourkhalkhali
Senior Strategy Consultant
Help clients develop
comprehensive CRO strategy
Advise on best practices in
Optimization Management
Problem solve complex
optimization challenges
I purchase more from retailers who… Strongly / Somewhat agree
SOURCE: MYBUYS 7th Annual Consumer Personalization Survey (2015, e-Tailing Group)
UK: Mobile and Tablet Users Online only shoppers 1 in 3 users say they visit
fewer stores
Price conscious 2 of 3 mobile shoppers are
4x more likely to buy
lower priced items on mobile
Delivery tracking is twice as valued as getting
tailored recommendations
App retention 49% stop using apps for
stores where they don’t
regularly shop
Deal-driven 52% look for deals
promotions, versus
<30% for rich content
38%
52%
15%
38%
BABY BOOMERS
MILLENIALS
Text Messages
Social Media
Most effective means of being reached after e-mail
Millennials
Baby Boomers
SOURCE: Accenture 2015
74%
58%
BABY BOOMERS
MILLENIALS
Expect automatically credited coupons and loyalty
rewards in exchange for log-in
Millennials
Baby Boomers
SOURCE: Accenture 2015
30%
68%
BABY BOOMERS
MILLENIALS
Appreciate if drug store automatically notifies them
that new medicine can conflict with prior purchases
Millennials
Baby Boomers
SOURCE: Accenture 2015
Context: What’s unique about the visitor right now
Browsing on her
mobile phone
today
In Utrecht
Clicked on
Facebook ad
Behavior: Actions taken on your websites and apps
Viewed 5
different
shoes in
past 3 days
Left shoes
in cart
yesterday
Demographic: What do we know about her
Using an
iPhone 6
Plus
Single
female
, 25-34
Loyalty program
member
Predictive: How do we expect to see her behave
High customer fit
for custom
shoes
High discretionary
spend
Likely
social
influencer
Behavioral retargeting produces 4x ROI
Personalized campaign
Used behavioral targeting to show buy-one-get-one tire
promotion to customers who had viewed tires.
Results
• 21% increase in overall site sales
• Sold out of tire stock 2 months before expected
• 4x return on investment in Optimizely and solutions
partner services
Unregistered
Users
Registered
Users
Returning
Donors
0.0%
+2.3%
-27.8%
+15.2%
+8.5%
0.0%
+27.8%
N/A
-24.6%
+2.9%
0.0%
+16.3%
N/A
+11.9%
+18.4%
• Acquire and retain customers
Business Objective:
• Increase leads at the top of the funnel
Goal:
Experiment:
Results:
• Does adding steps to the sign-up flow
increase or decrease new leads
generated?
• 150% increase in new customer
acquisition, millions of dollars in annual
revenue
statistical significance
number of visitors over time
95%
traditional statistics stats engine
100
% Trust