Category: crm

Categories
crm documenting eCommerce Innovation Leadership supply-side

Increased Leads

(The RealReal : 11/16-9/17)

Late Q3/2016

Upon joining, I inherited a lead-gen project that had gone deeply awry. Earlier in the year (March,) Product and Design had come up with an alternative lead-gen flow. An offshore company was procured to follow-through with implementation. The consultancy tackled the project but their implementation sat on a feature branch gathering dust (six months!) and lacking documentation until I arrived.

In order to get the feature into production, I tasked a Senior Engineer with soup-to-nuts verifying the feature branch. When he failed, I marshalled other engineers (at yet another near-shore company) to do the verification. They succeeded and we were able to roll out the new user experience, meeting a company objective to have it in production by the end of the year.

Mid-Summer 2017

Another executive decision was made to revisit the (same) flow and try yet another alternative, this time, in the new Phoenix environment. I spent time running point to assess the basics of the necessary (information) architecture in the new framework and then forumulating a project plan to implement. In October, the new user experience went live.

Results

  • Championed way-over-schedule experimental lead-gen flow into production, improving quantity/quality of sales leads.
Categories
crm eCommerce Emails Frontend NUX supply-side

Improving Virality

(Shop It To Me : 2/10-5/12)

Taken in comparison with the default look and feel of our quintessential ‘tell-a-friend’ experience…

… the following examples depict some of the numerous ways we have experimented with (testimonials, site activity feeds, markup positioning, copy, timer, interstitials, refreshed creatives, etc.) to encourage users to spread the word.

These represent just a handful of the variations I’ve implemented.

Results

  • Realized a bump of 10-15% in the number of friends told (depending on the variation)
Categories
crm eCommerce Frontend Prototyping supply-side

First Subscription Product

(Shop It To Me : 5/10-7/10)

Since retired, the product was the first foray into the world of premium subscriptions. We went through 35 variations of the invite email while experimenting, five of the landing page, and several promotional creatives embedded within the flagship email product.

Here’s one example invite (click to view larger):

The product has been retired.

Results

  • implemented company’s first subscription product
  • Created a Chrome browser extension (using jQuery based on ease-of-namespacing) as a complementary value-added delivery channel
  • Delivered HTML promo emails, details/purchase/confirmation pages (models, views, and controllers,) CRUD admin tool, and gateway payment processing via ActiveMerchant and Braintree (including mid-tier error-handling logic)
  • Validated emails with EmailReach
Categories
crm eCommerce Frontend Growth NUX supply-side

Improving the Acquisition Funnel

(Shop It To Me : 2/10-5/10)

Our four-page flow has proven itself time and again, but in order to drive even more signups, I’ve put in experiments on

  • the number and styles of brands a user can choose from (step two)
  • the messaging (copy) and layout (throughout signup)
  • the types and number of mandatory sizes and categories a user must choose (step three)
  • the form fields of the profile creation (step four, final)
  • content and layout of the confirmation email received by the user
  • …and others

Below you’ll find just a sample of these kinds of experiments.

Here are three of the five variations on our final step, the profile page, in a bid to leverage the SSO benefits of FB Connect (click for larger views)

For one experiment in the signup process, we attempted to simplify choosing brands by creating style profiles. The idea was to make it easier for users to signup based on some curated indices (click for a larger view)

Here are a couple of the many landing-page variations we’ve tried when a potential new user is referred from a friend (click for larger view.)

In the following example, we have the original confirmation email as contrasted with a simple design (of my own) I implemented (design and implementation as email in one hour, click for larger assets/images.)

Results

  • Implemented several A/B tests that increased signup conversion by 3-10%
  • Refactored workflow engine while pairing to enable signup for alternative flows used in A/B testing