E-ticaret siteleri, kullanıcı dönüşüm oranlarını geliştirmek için hangi teknolojileri daha etkin kullanmalı Arda Köterin, Insider Webrazzi E-ticaret 2016

1. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Decisions
1
Solutions
3
Cases
4
Challenges
2
Our Agenda
2 Minutes 8 Minutes 7 Minutes 3 Minutes

2. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Programmed
Decisions
Routine and Repetitive
Decisions
Non-programmed
Decisions
First Time Decisions
Tactical Decisions
Medium term goals
Strategic Decisions
Long term goals and strategy
Operational
Decisions
Short Term,
Administrative decisions
Decisions
a determination arrived at after consideration for reaching certain objectives

3. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
‘Digital’ Hierarchy of Needs
Establishing Digital Platform
Collecting
visitor data
Drawing visitors to the
platform
Acting on visitors
real-time
Optimization of
Content

4. E-Commerce Challenges
97%
of visits walk away
from your site and
never purchase
80-85% of
the times people don’t
convert their basket
80-90% of
people don’t see
promotions on your
home or landing pages
99% of visitors
provide no contact
details before leaving
your website
INSIDER London | Moscow | Istanbul | Dubai | Warsaw

5. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
• CPC’s increased by 288% from 2010 to 2015
• $4 trillion worth abandoned basket
has been abandoned in 2015, and about
63% of that is potentially recoverable
(BI Intelligence 2015)
Do you see the
challenge?
INSIDER London | Moscow | Istanbul | Dubai | Warsaw
• In 2015, acquiring new customers is more
expensive than ever.

6. When visitors come
to your website
You have only 1 landing page to give the first impression
You have only 1 content to deliver relevant experience
You have only 1
chance to capture
your customers

7. without action is a daydream.
Action without is a nightmare.”
Japanese Proverb
“Vision“DATA
visionDATA
INSIDER London | Moscow | Istanbul | Dubai | Warsaw

8. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Benefits of Predictive Analytics
• Technology that learns from experience
(data) to predict the future behavior of
individuals in order to drive better
decisions.
“ “

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10. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Benefits of Predictive Analytics
Good
Results
Best
Results

11. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
How It Works

12. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Insider Infrastructure

13. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Offices in London, Moscow, Istanbul, Dubai and Warsaw with more than 80 employees
ABOUT INSIDER
GLOBAL WEB | MOBILE
PERSONALIZATION EXPERT
Know-how thanks to our trademarked, world-class technology.
Experience powered by multinational brands.

14. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
ABOUT INSIDER
https://www.datanyze.com/market-share/personalization/
Insider has the 7th biggest
personalization market share in the
Alexa top 1M.

15. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Insider Predictive Products Family
Predictive
Segments
• Age Prediction
• Gender Prediction
• Income Prediction
• Likelihood to Purchase
interest segments,
• Life-Time Value
• Customer Life-Cycle
• Churn
Auto Segmentation:
Selection of
Audience
Segmentation of audience
delivered automatically for
certain actions
Auto Optimization:
Selection of Action
Suggested action among
possible alternatives and
apply to selected audience
automatically

16. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Predictive Segments
Likelihood to Purchase
Hypothesis
Action
Problem
There is limited coupon budget for boosting
sales so it couldn’t be effective enough.

17. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Predictive Segments
Likelihood to Purchase
Hypothesis
Action
Problem
Wise selection of users that need incentive
for completing transaction, would increase
conversion rate uplift

18. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Predictive Segments
Likelihood to Purchase
Hypothesis
Action
Problem
Two Methods of Customer Selection Tested
• Rule based targeting
• Machine Learning Algorithm that assigns certain
score to visitors based on their likelihood to
purchase

19. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
Predictive Segments
Likelihood to Purchase
Hypothesis
Action
Problem
6,82% 7,57%
Rule based
Conversion Rate
Likelihood to Purchase Based
Conversion Rate
11,05% Conversion Rate Uplift
with %95 Significance
%23 of the total coupon cost have been decreased.
Thanks to likelihood to purchase segmentation, Coupon codes have only been used
for the users that are eligible to buy but haven’t decided yet.

20. INSIDER London | Moscow | Istanbul | Dubai | Warsaw
@useinsider
facebook.com/useinsider
info@useinsider.com
www.useinsider.com
Metrics are for doing,
not for staring.
Never measure just because you can.
Measure to learn.
Measure to fix.
Stijn Debrouwere