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Sida Jiang (Unlicensed)

Sida Jiang (Unlicensed)

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Idea Group – Designers, Copywriters, and Split Test Team
Evaluation Group – Tim, Bruce, Jordan, Jeff, Sang, Krishna, Marco
CRO Team Member – Katie, Paul, Vanessa (unofficial)
Creative and Development Managers – An, Ngoc, Sang, Angus, Jonathan
CRO Management – Bruce, Sida, Tim

Monday - split test team send sends out weekly report to evaluation group and idea group
Thursday - deadline for ideas submission, evaluation of ideas start on same day
Friday - EOW report for this week's tests

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Request Layer (Idea Submission)

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  1. Hypothesis – IF we change X, then Y will happen, because of Z

  2. Business Value Estimate – what is your predicted impact on the KPIs involved?

  3. Brand Specific? If so, which Brand – some ideas can be tested anywhere where the is traffic, some ideas are brand specific

  4. Sample Pages, Idea source, etc. – any assets that may be useful to the CRO Team Member

  • Sida to gather the ideas and inputs them as Jira tickets

Evaluation Layer (Idea Evaluation)

  • Pre-processing

  1. Each request needs to be categorized as below:

    1. CVR

    2. AOV/Margin

    3. Remarketing

    4. Scale/Volume

    5. Processing

  2. Confirmation of business value estimates

  • Voting System:

  1. What ideas makes it onto our queue - the evaluation group will vote on each idea, and if an idea gets the majority vote (3+), it will be part of the week’s queue, up to 15 ideas per week.

  2. Idea Prioritization -CRO Managementcollates output of Evaluation Systemand assigns priorities to each individual CRO Team Memberbased on the below metrics:
    - Margin/AOV
    - CVR
    - Volume
    - Processing
    - Customer Satisfaction
    - Other business value
    - Impact evaluation
    - Greatest positive votes

  • Tim to finalize and assign out the top 5 priority tickets for each CRO

Asset Development

  • CRO Management provides design and development a list of priorities on a weekly basis, with a Thursday management call as support. These deliverables are based on component output of CRO Team Prioritization

  • Creative and Development Managers assign out and execute upon the Asset Creation, informing and cooperating the CRO Team Member of any questions, changes, issues, etc. When content is live – CRO Team Member must be informed.

Execution of Test Ideas

  • CRO Team Member QAs and launches the test, or informs Creative and FE Managers of any issues or missing assets relating to Asset Creation

  • Testing and Daily Updates – Live Update Google Sheet is updated at the end of each day, with basic results and a summary of what is live. Each stakeholder is responsible for checking this themselves

  • Final Results Reporting – this has two components

    1. Weekly Report – Friday’s weekly report to inform general stakeholder group

    2. Immediate Test Report – to be sent to CRO Management

  • CRO Management and CRO Team Member determine whether result is Brand specific, or Golden Standard. Test result is approved per Golden Standard System, and executed on that basis

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