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 �