What next?
- Sylvain Paillard
In this post we highlight a list of possible improvements / extensions to consider as your “next step with Boxalino Winning Interactions”.
We separate next steps in 3 groups:
Improve the existing
Increase the impact of what is already in placeExpand your reach
Add new functionalities to the modules you already useStart new projects
Implement new modules to optimize more facets of your online business
Type 1 - Improve the existing
We present here ongoing optimization opportunities which require either no or small technical setup changes (up to a maximum of 1 day of work for a technical person). These are ongoing activities that we recommend all clients of our platform to do continuously, regardless of other projects of the type 2 or 3.
Almost all the opportunities listed below are recommended to be implemented as A/B Tests, we will therefore not mention it every time, but it is highly recommended to implement all optimization of the type 1 as A/B Tests.
Optimization | Dependencies | Comments | |
|---|---|---|---|
| 1 | Roll-out standard recommendations: WELCOME, UP-SELL, CROSS-SELL, RE-BUY | any of the WPO active | considering that either SEARCH/NAVI or at least one recommendation is active, it is quite easy to activate other standard recommendation cases |
| 2 | Test on all active widgets : | any of the WPO active | Before anything else, we recommend to identify what are the top-performing best-selling algorithms |
| 3 | Test on all active widgets : | any of the WPO active | Quite rapidly, we recommend to optimize the listing ranking / recommendations with Click-Through and Buy-Through self-learning |
| 4 | Test on all active widgets : | any of the WPO active | Test the effect of real-time personalization on all your widgets |
| 5 | Test on all active widgets : | any of the WPO active | Test the effect of purchase-history personalization on all your widgets |
| 6 | Test on UP-SELL, CROSS-SELL: | UP-SELL or CROSS-SELL active | Test the effect of smart similarities and cross-selling algorithms on your recommendations on the Product Detail Page and Basket |
| 7 | Optimize Search Term Relevance (STR) | SEARCH/NAVI active | right away, you can define different weights on different search fields and after a few months you typically have enough “per search terms” statistics to go beyond the global PCS - Widget Display $Value Self-Learning ) |
| 8 | Integrate GA4 with BigQuery | data exports & tracker active | Integration Strategies | CUSTOM BIGQUERY CONTENT INTEGRATION |
| 9 | Integrate Google Ads with BigQuery | data exports & tracker active | |
| 10 | Review and optimize your search performance with semantic filters | SEARCH/NAVI active |
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| 11 | A/B test layout and label changes | any of the WPO active |
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Type 2 - Expand your reach
We present here extensions of already active modules which require some technical setup changes (typically from 0.5 to a maximum of 2 days of work for a technical person). These are regular activities that we recommend all clients of our platform to do several times per year (at least 3-4 times per year).
Optimization | Dependencies | Comments | |
|---|---|---|---|
| 1 | Display CROSS-SELL also as an overlay the add to cart click | CROSS-SELL active | Typically brings 5-10x more clicks and buy-throughs than if only on the basket page |
| 2 | Extend or replace your Google Shopping Feed | data exports & tracker active GA4 and Google Ads integrated with BigQuery |
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| 3 | Optimize your Google Shopping with performance-based campaigns | Google Shopping Feed (previous point) |
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| 4 | Generate Google Search Ads dynamically | GA4 and Google Ads integrated with BigQuery |
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| 5 | Optimize the Search Autocomplete Experience | SEARCH/NAVI active | The 10 Winning Interaction Steps of eCommerce Search Winning Interactions Search - Walk-through See live example at perfecthair.ch and flaschenpost.ch |
| 6 | Optimize your product listing facets | SEARCH/NAVI active | See cool examples at Flaschenpost.ch and Lehner-versand.ch |
| 7 | Add navigation (product listing) or search if you only have either search or navigation active | SEARCH/NAVI active |
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| 8 | Extend your tracking | data exports & tracker active | |
| 9 | Integrate TELL (Dynamic Layout on Product Listing Pages) with Listing Injections | SEARCH/NAVI active | See live example on PerfectHair.ch (and zubi.swiss) |
| 10 | Create custom reports with Google Data Studio |
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| 11 | Integrate PRESENT (Dynamic Layout on start page) | WELCOME active | See a live example with Qualipet |
| 12 | Integrate PROFILE (Ask questions and promote surveys) | any of the WPO active | requires SEARCH/NAVI active IF to be done as injection in listing |
Type 3 - Start new projects
We present here the most frequent next projects our customers do after their initial project is live which require a new technical setup (typically between 1 and 5 days of work for a technical person).
We do not list here the standard recommendations on the product detail page (UP-SELL) or on the basket page (CROSS-SELL) as they are most often included in the initial project, but in case they would not be, they are definitely the first “new project” to consider.
Optimization | Dependencies | Comments | |
|---|---|---|---|
| 1 | Integrate SEARCH/NAVI (product listing) | any of the WPO active | typically the 2nd project after going live with product recommendations |
| 2 | Integrate INDIVIDUALIZE (personalized e-mail product recommendations) | any of the WPO active | considered as a new project as requires a little bit more work than Type 2: 1 - Roll-out standard recommendations |
| 3 | Integrate PROMOTE (Banner suggestions in e-shop and e-mail) | any of the WPO active | Requires the usage of our Campaign Management (or of a headless CMS) |
| 4 | Integrate your off-line data | data exports & tracker active | Include the offline sales in your analytics |
| 5 | Integrate FIND (Guided Finder with soft facets) | any of the WPO active | typically done after SEARCH/NAVI, but can also be done without |
| 6 | Integrate READ (Promote Blog and Editorial Content) | any of the WPO active | your content should be exported to us, either directly or from a headless CMS |
| 7 | Integrate RE-TARGET (Trigger Mails based on Individual Behavior) | INDIVIDUALIZE active | Can be done with less effort (Type 2 - Expand your reach) in case MailChimp is used |
| 8 | Integrate EXTEND and PERSUADE (Dynamic Layout on Product Detail Pages) with Real-time Injections | EXTEND: no pre-requisites | we recommend to do also HTML markup requirements without Narrative API Response |
| 9 | Optimize your pricing | data exports & tracker active | start with our standard Demand Price Elasticity and integrate your competitors data with a system like https://www.zyte.com/ |