OVERVIEWOVERVIEW
Purchasing
Years Old
2009.11.11
Overview
18-29
Korean StyleTargetCustomer CostPosition
ProfessionalVersion
¥ 50/month
Promotion
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
- Visits;- Number of “collect”;- Scales ;- Conversion rate ;- Positive comment.
• KPI- Operation of social media;- Shop interface optimization;- SEO;- Customer study;- Sales promotion.
• KPD
Overview
- 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
- Networking of the shop owner and WeSaw group;- Social network sites (Weibo; WordPress; Douban);- Free analytic tools;- Share of optimization experience (BBS)
• Resources
Overview
OVERVIEWOPTIMIZATION
Step 1: Udon House Op 1.0
Step 2: Udon House Op 2.0
Udon House Op 1.0
StrategyTesting Optimization Learning
• Baidu/Google SEO• Optimization of Taobao search • Optimization of content• Interlinks• Promotion
• Google Analytic
Udon House Op 1.0
StrategyTesting
Optimization Learning
Udon House Op 1.0
StrategyTesting
Optimization Learning
• 江湖策• 量子恒道
Nov 8Visit: 64
Testing
Customer Distribution
Strategy Optimization Learning
Time Distribution
TestingStrategy Optimization Learning
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
Strategy Testing
Optimization
Learning
Social Network Accounts
Strategy Testing
Optimization
Learning
Change Seller’s ID
Interface
Strategy Testing
Optimization
Learning
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- Sina Weibo
Things not working well New objective obstacles
OVERVIEWOPTIMIZATION
Step 1: Udon House Op 1.0
Step 2: Udon House Op 2.0
Nov 24Visit: 236
Customer Persona: - Age 15-30- Female- Don’t care about brands- Monthly salary under 5000RMB (below 50%)
• Assumed target consumer Interview
Customer Interview
StrategyTesting Optimization Learning
Email Interview • Responses to the Taobao shop
Layout optimization adjust the classification Fall/Winter promotion clothes collocation discount
• Item Details recommendation reasons
• Assumed target consumer Interview
Customer Interview
StrategyTesting Optimization Learning
Interface optimization;
Customer interview
Taobao 直通车
Weibo; Douban; Taobao search;
Interlinks;“Collect” the
product;Taobao backyard
Wordpress
High
Low
How valuable
High
Udon House Op 2.0
StrategyTesting Optimization Learning
Complexity
Udon House Op 2.0
StrategyTesting
Optimization Learning
• A/B Testing
• Heat mapA
B
Strategy Testing
Optimization
Learning
Customer Journey
Reach
Impression
Purchase
Loyalty
- Douban Group- Taobao SEO- Time for New Arrivals- Links
Strategy Testing
Optimization
Learning
Udon House Op 2.0• Increase traffic:
- 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:
- 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:
Strategy Testing
Learning
Optimization
Customer Interview
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
Future
Strategy Testing
Learning
Optimization
• What to do the next
- Customized offer for male customers e.g. Gift card for girl friend;- Bundling offer for females;- Conversion blockage removal by customer interview;- Taobao evolving rule learning.