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
! Layout optimization ! Adjust the classification ! Fall/Winter promotion ! Clothes collocation ! Better designed pictures ! Discount
28�
Interface optimization;
Customer interview; Douban
Taobao����
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 (���) 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 �0� 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 �00 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 (���).�
50�