OVERVIEWOVERVIEW

Purchasing

Years Old

2009.11.11

Overview

18-29

Korean StyleTargetCustomer CostPosition

ProfessionalVersion

￥ 50/month

Promotion

3

Short-term: - Create more impressions on potential customers;- Increase traffic, conversion rate and sales.

Long-term: - Increase the level of shop evaluation.

• Goal

Overview

- Visits;- Number of “collect”;- Scales ；- Conversion rate ；- Positive comment.

• KPI- Operation of social media;- Shop interface optimization;- SEO;- Customer study;- Sales promotion.

• KPD

Overview

- 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

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

• Resources

Overview

OVERVIEWOPTIMIZATION

Step 1: Udon House Op 1.0

Step 2: Udon House Op 2.0

Udon House Op 1.0

StrategyTesting Optimization Learning

• Baidu/Google SEO• Optimization of Taobao search • Optimization of content• Interlinks• Promotion

• Google Analytic

Udon House Op 1.0

StrategyTesting

Optimization Learning

Udon House Op 1.0

StrategyTesting

Optimization Learning

• 江湖策• 量子恒道

Nov 8Visit: 64

Testing

Customer Distribution

Strategy Optimization Learning

Time Distribution

TestingStrategy Optimization Learning

Strategy Testing

Optimization

Learning

Google AdWords

乌冬家 韩版连衣

裙毛衣外套

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

打底衫

Strategy Testing

Optimization

Learning

Social Network Accounts

Strategy Testing

Optimization

Learning

Change Seller’s ID

Interface

Strategy Testing

Optimization

Learning

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- Sina Weibo

Things not working well New objective obstacles

OVERVIEWOPTIMIZATION

Step 1: Udon House Op 1.0

Step 2: Udon House Op 2.0

Nov 24Visit: 236

Customer Persona: - Age 15-30- Female- Don’t care about brands- Monthly salary under 5000RMB (below 50%)

• Assumed target consumer Interview

Customer Interview

StrategyTesting Optimization Learning

Email Interview • Responses to the Taobao shop

Layout optimization adjust the classification Fall/Winter promotion clothes collocation discount

• Item Details recommendation reasons

• Assumed target consumer Interview

Customer Interview

StrategyTesting Optimization Learning

Interface optimization;

Customer interview

Taobao 直通车

Weibo; Douban; Taobao search;

Interlinks;“Collect” the

product;Taobao backyard

Wordpress

High

Low

How valuable

High

Udon House Op 2.0

StrategyTesting Optimization Learning

Complexity

Udon House Op 2.0

StrategyTesting

Optimization Learning

• A/B Testing

• Heat mapA

B

Strategy Testing

Optimization

Learning

Customer Journey

Reach

Impression

Purchase

Loyalty

- Douban Group- Taobao SEO- Time for New Arrivals- Links

Strategy Testing

Optimization

Learning

Udon House Op 2.0• Increase traffic：

- 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:

- 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:

Strategy Testing

Learning

Optimization

Customer Interview

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

Future

Strategy Testing

Learning

Optimization

• What to do the next

- Customized offer for male customers e.g. Gift card for girl friend;- Bundling offer for females;- Conversion blockage removal by customer interview;- Taobao evolving rule learning.