「udon house」optimization report

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Aiur / Ann / Carol / Echo / Josie

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Page 1: 「Udon House」Optimization Report

Aiur / Ann / Carol / Echo / Josie�

Page 2: 「Udon House」Optimization Report

OVERVIEW�

OVERVIEW�

Page 3: 「Udon House」Optimization Report

Purchasing�

Years Old�

2009.11.11�

Overview�

18-29�

Korean Style� Target Customer� Cost�Position�

Professional Version�

�50/month�

Ads�

3�

Page 4: 「Udon House」Optimization Report

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�

Page 5: 「Udon House」Optimization Report

- �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�

Page 6: 「Udon House」Optimization Report

-  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�

Page 7: 「Udon House」Optimization Report

-  Networking of the shop owner and WeSaw group; -  Social network sites (Weibo; Douban); -  Free analytic tools; -  Share of optimization experience (BBS)

•  Resources�

Overview�

7�

Page 8: 「Udon House」Optimization Report

OPTIMIZATION�

Page 9: 「Udon House」Optimization Report
Page 10: 「Udon House」Optimization Report

Udon House Op 1.0�

Strategy�

Testing� Optimization� Learning�

•  Google SEO •  Baidu SEO — WordPress •  Optimization of Taobao search •  Optimization of content •  Interlinks •  Promotion

10�

Page 11: 「Udon House」Optimization Report

•  Google Analytic�

Udon House Op 1.0�

Strategy�

Testing�

Optimization� Learning�11�

Page 12: 「Udon House」Optimization Report

Udon House Op 1.0�

Strategy�

Testing�

Optimization� Learning�

•  江湖策

•  量子恒道

12�

Page 13: 「Udon House」Optimization Report

Udon House Op 1.0�

Strategy�

Testing�

Optimization� Learning�

•  江湖策

•  量子恒道

Nov 8 Visit: 64

13�

Page 14: 「Udon House」Optimization Report

Udon House Op 1.0�

Strategy�

Testing�

Optimization� Learning�

•  江湖策

•  量子恒道

Nov 8 Visit: 64

14�

Page 15: 「Udon House」Optimization Report

Testing�

Customer Distribution�

Strategy� Optimization� Learning�15�

Page 16: 「Udon House」Optimization Report

Testing�

Customer Distribution�

Strategy� Optimization� Learning�16�

Page 17: 「Udon House」Optimization Report

Time Distribution�

Testing�

Strategy� Optimization� Learning�17�

Page 18: 「Udon House」Optimization Report

Time Distribution�

Testing�

Strategy� Optimization� Learning�18�

Page 19: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Google AdWords�

乌冬家 韩版

连衣

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

19�

Page 20: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Social Network Accounts�

20�

Page 21: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Social Network Accounts�

21�

Page 22: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Change Seller’s ID�

22�

Page 23: 「Udon House」Optimization Report

Interface�

Strategy� Testing�

Optimization�

Learning�23�

Page 24: 「Udon House」Optimization Report

Interface�

Strategy� Testing�

Optimization�

Learning�24�

Page 25: 「Udon House」Optimization Report

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�

Page 26: 「Udon House」Optimization Report

OVERVIEW�OPTIMIZATION�

Page 27: 「Udon House」Optimization Report

Nov 24 Visit: 236

27�

Page 28: 「Udon House」Optimization Report

•  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�

Page 29: 「Udon House」Optimization Report

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�

Page 30: 「Udon House」Optimization Report

Udon House Op 2.0�

Strategy�

Testing�

Optimization� Learning�

•  A/B Testing�

•  Heat map�

30�

Page 31: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Customer Journey�

Reach�

Impression�

Purchase�

Loyalty�

31�

Page 32: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Udon House Op 2.0�

-  Douban Group -  Taobao SEO -  Time for New Arrivals -  Interlinks�

•  Increase traffic

32�

Page 33: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Udon House Op 2.0�

-  Douban Group -  Taobao SEO -  Time for New Arrivals -  Interlinks�

•  Increase traffic

33�

Page 34: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Udon House Op 2.0�

-  Douban Group -  Taobao SEO -  Time for New Arrivals -  Interlinks�

•  Increase traffic

34�

Page 35: 「Udon House」Optimization Report

-  Douban Group -  Taobao SEO -  Time for New Arrivals -  Interlinks�

Strategy� Testing�

Optimization�

Learning�

Udon House Op 2.0�

•  Increase traffic

35�

Page 36: 「Udon House」Optimization Report

-  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�

Page 37: 「Udon House」Optimization Report

-  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�

Page 38: 「Udon House」Optimization Report

-  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�

Page 39: 「Udon House」Optimization Report

Strategy� Testing�

Optimization�

Learning�

Udon House Op 2.0�

39�

Page 40: 「Udon House」Optimization Report

-  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�

Page 41: 「Udon House」Optimization Report

-  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�

Page 42: 「Udon House」Optimization Report

Strategy� Testing�

Learning�

Optimization�

Customer Interview�

42�

Page 43: 「Udon House」Optimization Report

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�

Page 44: 「Udon House」Optimization Report

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�

Page 45: 「Udon House」Optimization Report

Strategy� Testing�

Learning�

Optimization�

Customer Persona�

45�

Page 46: 「Udon House」Optimization Report

OVERVIEW�

CONCLUSION�

Page 47: 「Udon House」Optimization Report

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. �

Page 48: 「Udon House」Optimization Report

Nov 30 Visit: 875

48�

Page 49: 「Udon House」Optimization Report

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�

Page 50: 「Udon House」Optimization Report

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�

Page 51: 「Udon House」Optimization Report