setting the vision for digital transformation · collect+ messaging hypothesis accepted 1.8%...

Setting The Vision For Digital Transformation

Oracle Retail Exchange

Sunday 11th January 2015

Classic Car Club

Paul Hornby & Jane Hives

Who Are We?

368m

Big Numbers

86% …with 51% of these

on mobile

Visits During 2014: Annual Sales:

£1.7 billion

%age Sales Online:

Our Transformation

Survival-Led

2003-07

Integration and

consolidation

Business-Led

2007-12

Catalogue to

etail capabilities

Customer-Led

2012-today

Vision for world

class digital

Dec ‘14

86%

Old Ways Of Working

Huge Projects Waterfall Retro-Fitted UX

Wanted (Needed) To Change

Culture Technology People

People

10 People

70 People

People – Digital Marketing

Team increased by

50% over past 12

months

Growth In-House Focus

Paid Search Team

successfully

migrated in-house

Award-Winning

Achieved “Best In-House

Team” At 2014 UK Search

Awards

Technology

Technology – Digital Marketing

Cross-Device Personalisation Programmatic Bidding

Technology – Digital Marketing

Customer-Centric Culture

Experimentation

Hypothesis driven experiments allow

us to quantify the impact of changes

in a controlled way.

When significant positives are found

experiments are implemented,

experiments are failed fast when

negatives are observed.

Typically we find:

1/3 have conclude with a significant positive effect

1/3 have no significant effect

1/3 fast fail with a significant negative effect

Experimentation Growth

Today

We’ve already reached 55 challengers per

month (which is on track)

This equates to us launching more

challengers in a month than competitors aim

to do in a year

By Jul 16

We’ll have more challengers live in a visit than

competitors launch in a year

Which Test Won?

Syndicated Content Hypothesis accepted

3.1% increase to

conversion

Control Challenger

Managing Abandonment

Control Challenger

Hypothesis rejected

(2.8)% negative to

conversion

Continuous Scroll

Control Challenger

Hypothesis rejected

(0.2)% negative to

conversion

Gallery Page Layout

Control Challenger

Hypothesis accepted

1.1% increase to

conversion

Empty Review Stars

Control Challenger

Hypothesis rejected

(0.8)% negative to

conversion

Product Page Error Messaging

Control

Challenger

Hypothesis accepted

0.6% increase to

conversion

Collect+ Messaging Hypothesis accepted

1.8% increase to

conversion

Control Challenger

Default Sort Order

Control Challenger

Hypothesis rejected

(4.2)% negative to

conversion

Product Add To Basker

Control Challenger

Hypothesis rejected

(1.2)% negative to

conversion

Shopping Basket Quick View

Control Challenger

Hypothesis accepted

0.5% increase to

conversion

Question: How many experiments did Amazon run in the past year?

1976!

Tie Break Question!

Summary

New Ways Of Working Completely changed our approach to change, moving from a HIPPO approach to a

customer-centric culture.

Investing In People Getting the right people, partners and skillsets within our team has been critical to

progression.

We’re currently running around 55 challengers per month, but this will increase to 140

challengers per month by July 2016.

World-Class Experimentation

Jane Hives

jane.hives@shopdirect.com

Paul Hornby

paul.hornby@shopdirect.com

@smob