Optimizely Experience Chicago - Trunk Club
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The document discusses Trunk Club's process for optimizing their member sign-up flow. It describes how their existing 2 step form led to a low conversion rate of 15.5%. They tested a new visual multi-step process that separated the experience onto unique URLs and allocated traffic slowly. This resulted in a huge success, increasing conversions by 133% to 36.1% and cutting their cost per acquisition in half. Their learnings were applied to optimizing the mobile sign-up process as well.
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Optimizely Experience Chicago - Trunk Club
- 2. Mike Wolf & Tim Grace
- 3. ON TAP • Our story • Our process • Member onboarding - a case study
- 4. OUR STORY
- 5. WHO WE ARE • Founded 2009 in the Chi • 4 storefronts (Chi, LA, DC, Dallas) • ~500 employees • 30+ person tech team • Acquired by Nordstrom Aug ‘14 TC Team Summer ’13…when we could all fit on our roof deck
- 6. WHAT WE DO
- 7. OUR PROCESS
- 8. WHY DO WE BUILD? • Our job is to build things people love • Therefore, we must fulfill deep desires & solve deep problems • This requires us to be relentlessly curious Actual TC Member - we build for him
- 9. HOW DO WE BUILD? We must harness our curiosity into a process of continuous learning “Thinking” “Prototyping” “Building” Interviews Insights Reviews Focus Fridays Usability Testing Live Data Prototypes Production Quality
- 10. WHAT WE BUILD • We create connections • We match the right clothes to the right guys • We live on guys’ home screens We help guys build their wardrobe by scaling relationships between members & personal stylists
- 11. WHAT WE BUILD What a member sees What a stylist sees
- 12. OPTIMIZING OUR SIGN-UP FLOW
- 13. THE EXISTING EXPERIENCE • 2 steps • Step 1: basic info • Step 2: preferences, sizes
- 14. PROBLEMS • Form field overload • Lacked excitement • Poor conversion rate (15.5%)
- 15. GOALS FOR NEW EXPERIENCE • Make it visual • Provide focus • Make it EXCITING! • Collect better information • Improve CPA (cost per acquisition)
- 18. SEPARATE URLS • Unique experiences • Easier to throw away
- 19. TRAFFIC ALLOCATION • Start slow • Fix bugs • Dial up traffic as needed
- 20. TARGETING ! • Target relevant browsers • Skip mobile for now • Worry about IE later
- 21. THE RESULTS
- 22. HUGE SUCCESS! • 36.1% conversion rate (vs 15.5%) • CPA cut in half • Too many new leads!
- 23. 133% INCREASE IN CONVERSIONS!
- 24. OUR TAKEAWAYS
- 25. WHAT WE LEARNED • Keep the user focused • More steps is not always a bad thing • Design a visually pleasing experience
- 26. APPLYING WHAT WE LEARNED TO MOBILE • 14 steps in the process • Amazing visuals • 62% conversion rate
- 27. WRAP UP
- 28. CLOSING THOUGHTS • Swing for the fences • Challenge conventions • Know who you’re building for • Available tools make this easier than ever - no excuses!
- 29. ABOUT US Mike Wolf Tim Grace wolf@trunkclub.com Product Design Lead tim@trunkclub.com Head of Product Management @tmgrace Questions?