How Clorox Experiments Across Brands to Turn Visitors into Consumers
•
0 j'aime•351 vues
As more brands focus on digital marketing and Direct-to-Consumer strategies, experimentation can help them efficiently increase consumer engagement. At Clorox, a data-driven experimentation strategy helps them leverage insights across multiple brands. Watch the on-demand webinar to learn: - How Clorox gathers insights from omnichannel experimentation to turn visitors into consumers - Clorox’s experimentation strategy including how an experiment to remove price friction helped their conversion rate optimization - The process behind creating “Ways of Working” for experimentation programs across Clorox’s Direct-to-Consumer (DTC) brands
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à How Clorox Experiments Across Brands to Turn Visitors into Consumers
Similaire à How Clorox Experiments Across Brands to Turn Visitors into Consumers (20)
Plus de Optimizely
Plus de Optimizely (20)
Dernier
Dernier (20)
How Clorox Experiments Across Brands to Turn Visitors into Consumers
- 1. MILES LIEDTKE Brand Engagement Manager, Clorox STEVEN SCHULER Director, Product Marketing, Optimizely How Clorox Experiments Across Brands to Turn Visitors into Consumers
- 2. 2 STEVEN SCHULER Director, Product Marketing Optimizely MILES LIEDTKE Brand Engagement Manager Clorox
- 3. 3 Housekeeping ● We are recording this webinar ● You will be emailed the slides and recording ● Ask your questions via the webinar chat box ● We’ll answer any questions at end
- 5. 5 The only solution built for your entire team: engineers, product managers, growth marketing, and data analysts. What We Do A unified platform for feature flagging, progressive rollouts, and A/B/n testing across the entire customer journey. World’s #1 digital laboratory - Optimizely customers have run over 1.8M experiments on our platform since 2010. Put customers at the center of your product development & delivery process Leader in Progressive Delivery & Experimentation Measure customer data from real users in production environments, so that every feature delivered is high-quality and high-value. Built for the whole team
- 6. 6 Optimizely puts customer data at the center of your product development process – move fast with confidence BUILD IDEATE MEASURE Validate quickly ● Painted doors ● Validating MVPs ● Qualitative research ● Exploratory A/B testing Quantify impact ● Feature validation ● A/B/n & multivariate tests ● Iterative adjustments ● Measuring business impact ● CRO / funnel optimization Deliver confidently ● Frequent, small releases ● Feature flagging ● Progressive rollouts ● Easy rollbacks ● Remote configuration Continuous Data Statistically Valid Test in Production
- 7. ` Full Stack Optimizely Platform Built for product, engineering, growth, and data teams Javascript snippet experimentation enabling optimization through an easy to use WYSIWYG visual editor. Enterprise Expertise Real-time Data & Statistics Progressive Delivery & Experimentation Enablement Services Ongoing Support Training & Documentation Governance Security Scale Zero-latency feature-flagging and in-code experimentation implemented via 12 SDKs or as a microservice (beta) Web Rollouts: Standalone, free feature flagging Performance Edge: Faster experiments processed at the edge (CDN) Stats EngineData Integration Flexible analysis Open APIs
- 8. 8 And now...Miles! For more information visit: www.optimizely.com
- 9. “Learn Small. Scale Big.” DTC + EXPERIMENTATION MILES LIEDTKE Site Experience & Optimization Manager, DTC BU, The Clorox Company
- 10. Professional Father and Professional Optimizer Kayaking, Golf… Like my work, I am always optimizing to get better. My personal & professional motto is “Stack your wins. Learn from your losses.”
- 11. Agenda: ● How did I get into DTC and Experimentation? ● Past and Present DTC Tactics and Testing Tools ● Ways of Working within DTC First Party Data and Testing ● How the Program Evolved to Supporting Omni in Addition to DTC ● Examples & Situations ● Closing: About the Future “Learn Small. Scale Big.”
- 12. Amazing House Hold Penetration - 8 of 10 homes in the U.S.
- 13. Direct to Consumer Playground Direct 1 on 1 relationships with consumers. First Party Data gold mine.
- 14. I am hungry to win.
- 15. I am hungry.
- 16. How did I get into this? 100% CREATIVE DRIVEN 100% DATA DRIVEN 20 YEARS AGO 1ST TASTE OF DATA FAST FORWARD 7 HELLO DTC 4 YEARS LATER TODAY & THE LAST 4 YEARS
- 17. How did I get into this? 100% CREATIVE DRIVEN 100% DATA DRIVEN 20 YEARS AGO 1ST TASTE OF DATA FAST FORWARD 7 HELLO DTC 4 YEARS LATER TODAY & THE LAST 4 YEARS
- 18. How did I get into this? 100% CREATIVE DRIVEN 100% DATA DRIVEN 20 YEARS AGO 1ST TASTE OF DATA FAST FORWARD 7 HELLO DTC 4 YEARS LATER TODAY & THE LAST 4 YEARS 3:00 min
- 19. How did I get into this? 100% CREATIVE DRIVEN 100% DATA DRIVEN 20 YEARS AGO 1ST TASTE OF DATA FAST FORWARD 7 HELLO DTC 4 YEARS LATER TODAY & THE LAST 4 YEARS
- 20. TODAY We lean on experimentation in 5 key ways: i. Deliver Brand Insights ii. Validate New Features or Old Ones iii. Create Media Efficiencies iv. Deliver Incremental Revenue On and Offline v. Personalization
- 21. To win, make highly informed choices, validate investments and to remain objective. WHY DO WE EXPERIMENT
- 22. Can we move the needle by adjusting pricing? We can generate insights to drive both on and offline sales. PRICING 340% • Increase in unit sales 30B Extra Care Probiotic YES
- 23. Can we move the needle by adjusting pricing? We can generate insights to drive both on and offline sales. PRICING 340% • Increase in unit sales 30B Extra Care Probiotic YES NEW PACKAGING Will our new packaging impact performance on the digital shelf? YES 33% • Increase in revenue • Across 4 tested SKUs
- 24. Can we move the needle by adjusting pricing? We can generate insights to drive both on and offline sales. PRICING 340% • Increase in unit sales 30B Extra Care Probiotic YES NEW PACKAGING Will our new packaging impact performance on the digital shelf? YES 33% • Increase in revenue • Across 4 tested SKUs Is our new claim working? ENGAGEMENT YES 19% • Increase CTR Home Page Hero • 24% increase in revenue
- 25. Can we move the needle by adjusting pricing? We can generate insights to drive both on and offline sales. PRICING 340% • Increase in unit sales 30B Extra Care Probiotic YES NEW PACKAGING Will our new packaging impact performance on the digital shelf? YES 33% • Increase in revenue • Across 4 tested SKUs Is our new claim working? ENGAGEMENT YES 19% • Increase CTR Home Page Hero • 24% increase in revenue If we make it easier to shop, will people buy more from us? TRANSACTION RATE 49% • Increase in revenue by moving location of products on home page YES
- 26. Can we move the needle by adjusting pricing? We can generate insights to drive both on and offline sales. PRICING 340% • Increase in unit sales 30B Extra Care Probiotic YES NEW PACKAGING Will our new packaging impact performance on the digital shelf? YES 33% • Increase in revenue • Across 4 tested SKUs Is our new claim working? ENGAGEMENT YES If we make it easier to shop, will people buy more from us? TRANSACTION RATE 49% • Increase in revenue by moving location of products on home page YES Can we impact businesses more broadly? ABSOLUTELY 19% • Increase CTR Home Page Hero • 24% increase in revenue
- 27. HOW DO WE EXPERIMENT IDEATION PLANNING, DESIGN, DEVELOPMENT and EXECUTION MEASUREMENT INSIGHTS and SHARING
- 29. +74% Increase in add to bag Tip: While the early simple ones are running, take some time to analyze and develop a roadmap and backlog of ideas. Redesigning the Add to Bag button to improve visibility on desktop and mobile will increase conversion. Primary metric to track: Added product to cart Hypothesis Results Just get going. The fruit is on the ground. Pick it up.
- 31. A Keep your eyes open. You could miss huge opportunities. B
- 32. By removing price, we removed friction. • 92% more people clicked on the more expensive item without price • 29% more clicked on the lower priced item without price We learned that consumers focused on benefits vs price. - It makes sense as our products do require more education How do we scale this?
- 33. How do we scale this: Note: we do show pricing on product pages • Home page category thumbnails • Category page thumbnails • Site Search results thumbnails +36% increase in products viewed +14% increase in completed orders +31% increase in revenue +15% increase in average order value Without Pricing Results:
- 35. When design and politics mix, conversations can get messy, but… How did pricing find its way back into the experience?
- 36. • Experimentation is on your side • Testing is unbiased • Testing is data driven • Testing helps break stubborn POVs
- 37. “The Future Sounds Amazing”
- 38. 38 Questions?