User Research
Retail and e-commerce offer customers coupons to drive them to shop, yet the average coupon redemption rate in the industry is only 1%.
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The Coupon Incentives project is a great example of how I utilized competitor analysis and user research where video interviews and focus groups with 100 qualified eBay users were executed to gather customer insights, to help my client understand what triggers customers redemption action and what hinders it, along with a deep and thorough look at the marketing channel and customer journey each coupon experienced, ultimately achieving a relevant copy and design experience that drives higher coupon redemption rate so to increase sales.
Customer Journey Optimization
I've managed various Customer Journey Optimization market research projects that are aimed to surface discrepancies between marketing channels in terms of tone & voice, brand integrity, design consistency and etc. By utilizing the findings and insights, my clients were able to fix the discrepancies for providing a seamless shopping experience for customers.
Life-Cycle Segmentation
Let's say my girlfriends and I are about the same age (28-35), we all love shopping clothes, jewelries and home essentials. However, what if I'm still paying student debt and living with my parents, while my friends are already successful entrepreneurs? While we are in the same age generation, we are certainly in the different stages of our lives, that said, when shopping, we are sensitive to different price points.
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I was leading one of the Life-Cycle projects with eBay to understand Price Point Sensitivity for the female Millennial Fashionista and if specific assortments of men’s tops, versioned by life-stage groups or combinations of life-stages can drive iGMB.
This project is one of my most proud projects because it needs tremendous amount of cross-team communications with Account Management, Marketing, Ad Ops, Devs, Legal and Merchandise to make sure the marketing & testing strategies are crystal clear to each function. I was overseeing the production, stakeholder review, QA and managing the deliverables of 120+ banner assets across Display, Email and On-site.
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It is one of the most successful segmentation testing campaigns at eBay.
Market Research and Consumer Analysis
Divvy-bike is a bike share program in Chicago and Evanston. The ask from my client was to figure out the most popular biking route(s), users biking time and length, and gather users feedback on the program and biking experience.Â
The survey was conducted through Survey Monkey with 200 valid responses from Chicago residents who had used Divvy. The data collection period lasted 2 weeks with another 1 week for data analysis and recommendations.Â
Some of the recommendations were adopted by Divvy and are still in use till today.
CRM Marketing Campaigns
Customers experience 3 stages in the shopping journey: "awareness","consideration" and "purchase". Segmentation, personalization and data-driven analysis are really the core strategy to bring high-performing emails.
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eBay onboarding emails is a great example to illustrate how segmentation and personalization generates good results. We want to quickly build a connection with new users by delivering a sense of excitement and welcome in a human, helpful and holistic way.
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Onboadring emails performed extremely well for eBay from an engagement and financial perspective, the CTR in the North America saw a lift of 110%.
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What else for Email Marketing?
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Understanding where the customer is in their shopping journey, and make the right recommendation at the right time to guide them to their next best step is essential to boost engagement. I was owning the Next Best Action programs where we want to introduce eBay shopping assistant features that are aimed to offer customers more fun and a smooth shopping experience. Rounds of testings were executed, such as micro animations, different CTA treatments, PL variations, shortened footer, no social icons. As a result, we were extremely excited to see a $1.15M High CLV incremental actions in order emails.
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When it comes to the Email design, marketers need to be crystal clear of goals, tone & voice and design templates to use for a consistent email marketing experience. My team always wanted to add more fun and adventurous elements to emails. I enjoy those moments when we brainstorm and come up with exciting, bold ideas.
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Micro Animations In The Purchase Assistant Emails As Above
Infographics, One-sheeter, Print
While working with eBay Advertising team, I was overseeing the production of over 100 pieces of infographics, one-sheeter and print works, from the kick-off meeting, briefing my internal Creative & Development team, to approve the creatives for final deliverables. Always ensure the projects are on brand, and within budget and timeline.
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Our creatives have successfully attracted new advertisers to eBay platform with a $3M+ contract.
Advertisers on-site banners and landing page experience on eBay.com
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