Experimenting in Online Stores with direct feedback from our customers – using Learning Launches 

 Challenge & Selection 

 At our online store , we have electronic software / services distribution ( ESD ) available for our customers   in Latin America . One of the challenges is understand which approach on products presentation , page   layouts and content , tend to convert better with our customers . The tool that I used was Learning   launch to test ideas proposed . In the company , we need to experiment , learn and put as soon as   possible the best idea to work due the dynamic of the business . The business objective is to increase   sales of gaming memberships ( like Xbox Live , EA Access or PSN memberships ) through our Online Store ,    our main audience are gamers and the traffic to the site allows us to get statistical confidence in few   weeks which is really good to learn and improve quickly from the experiments . 

 Application 

 First of all , we evaluated the current data that we had from our gaming section in the Online Store . The   customer journey seemed healthy almost over the year : the traffic was high , the bounce rate low than   the average and the conversion was three times over the average of the site . However we started to   receive some feedback ( post - purchase verbatims ) that suggested that our layout could improve : even   with high sales , sometimes customers opined that they found the journey very large to find the   subscription : many clicks and many modules in the page . Also some people wanted to understand how   to get the most from their gaming memberships . In the site everything was around to sell since we   thought that the memberships were already well known and the sales “ proved ” our theory . But   improvements maybe prove that we can increase and engage more users . 

 We generated several layouts , most of them with well - proven storytelling modules that worked in other   categories . We showed first to a small group that we have contact through our product managers , these   people could give us more insights about them and help us to filter for the best ones . In that phase ,   gamers group and the team worked to get the two best ones to test against the current layout . One   discovery in that phase was that the selected layouts from groups were more focused in lifestyle or   games images , more detailed benefits text and CTAs ( call - to - action ) than the traditional modules :   clickable product image with generic description . 

 Then we tested in the platform the control versus the two challengers . The control was more like   generic product presentation layout , the challenger one a full benefits storytelling modules and the   challenger two a mix of both layouts . For the test also we put in place a post purchase survey to get   more opinions about the gamer experience . With that , we not only get the best idea . The feedback was   good and also gave us more ideas around the gamer experience in our Online Store . Both phases , the   “ internal ” with the team and gamers group were helpful to decide which layout could meet customer   need at the purchase moment and generate more conversions . 

 Insights & Approach 

 It was the first time we conducted a test in that way , with many phases and very valuable input from our   customers and third party point of view ( gamers group ) . Usually we design the layouts , put in the   platform and focus in kpis to select the best one , but just based on what we think and expect , especially 

 for revenue , not on customer thoughts and needs . This last part I emphasized our team that in   mid / long - term will give us great results . The layout chosen was more about the mix of storytelling + the   traditional e - commerce modules and now we see more engagement in the page and also the initial   conversion increased by 0.5pts . which is a good signal of the experiment . Also with the feedback we   found new opportunities to improve in other stages of the customer journey . 

 The main thing for these type of experiments is to find the right time to deploy them . As mentioned the   dynamics of e - commerce sometimes do n’t allow to take much time . But the team is now convinced that   finding right periods and get direct customer feedback than experiment kpis is a better approach . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Experimenting in Online Stores with direct feedback from our customers – using Learning Launches 

 Challenge & Selection 

 At our online store , we have electronic software / services distribution ( ESD ) available for our customers   in Latin America . One of the challenges is understand which approach on products presentation , page   layouts and content , tend to convert better with our customers . The tool that I used was Learning   launch to test ideas proposed . In the company , we need to experiment , learn and put as soon as   possible the best idea to work due the dynamic of the business . The business objective is to increase   sales of gaming memberships ( like Xbox Live , EA Access or PSN memberships ) through our Online Store ,    our main audience are gamers and the traffic to the site allows us to get statistical confidence in few   weeks which is really good to learn and improve quickly from the experiments . 

 Application 

 First of all , we evaluated the current data that we had from our gaming section in the Online Store . The   customer journey seemed healthy almost over the year : the traffic was high , the bounce rate low than   the average and the conversion was three times over the average of the site . However we started to   receive some feedback ( post - purchase verbatims ) that suggested that our layout could improve : even   with high sales , sometimes customers opined that they found the journey very large to find the   subscription : many clicks and many modules in the page . Also some people wanted to understand how   to get the most from their gaming memberships . In the site everything was around to sell since we   thought that the memberships were already well known and the sales “ proved ” our theory . But   improvements maybe prove that we can increase and engage more users . 

 We generated several layouts , most of them with well - proven storytelling modules that worked in other   categories . We showed first to a small group that we have contact through our product managers , these   people could give us more insights about them and help us to filter for the best ones . In that phase ,   gamers group and the team worked to get the two best ones to test against the current layout . One   discovery in that phase was that the selected layouts from groups were more focused in lifestyle or   games images , more detailed benefits text and CTAs ( call - to - action ) than the traditional modules :   clickable product image with generic description . 

 Then we tested in the platform the control versus the two challengers . The control was more like   generic product presentation layout , the challenger one a full benefits storytelling modules and the   challenger two a mix of both layouts . For the test also we put in place a post purchase survey to get   more opinions about the gamer experience . With that , we not only get the best idea . The feedback was   good and also gave us more ideas around the gamer experience in our Online Store . Both phases , the   “ internal ” with the team and gamers group were helpful to decide which layout could meet customer   need at the purchase moment and generate more conversions . 

 Insights & Approach 

 It was the first time we conducted a test in that way , with many phases and very valuable input from our   customers and third party point of view ( gamers group ) . Usually we design the layouts , put in the   platform and focus in kpis to select the best one , but just based on what we think and expect , especially 

 for revenue , not on customer thoughts and needs . This last part I emphasized our team that in   mid / long - term will give us great results . The layout chosen was more about the mix of storytelling + the   traditional e - commerce modules and now we see more engagement in the page and also the initial   conversion increased by 0.5pts . which is a good signal of the experiment . Also with the feedback we   found new opportunities to improve in other stages of the customer journey . 

 The main thing for these type of experiments is to find the right time to deploy them . As mentioned the   dynamics of e - commerce sometimes do n’t allow to take much time . But the team is now convinced that   finding right periods and get direct customer feedback than experiment kpis is a better approach .
### Output: 