Radical Transformations How American Express reimagined the customer - - PowerPoint PPT Presentation

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Radical Transformations How American Express reimagined the customer - - PowerPoint PPT Presentation

Oct 26, 2023 290 likes •880 views

Radical Transformations How American Express reimagined the customer experience with a data-driven approach to optimization Sa Sabrin ina Pas asin ini Sele Selena Bl Blue Senior Marketing Manager Manager of Editorial Content American

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Radical Transformations

How American Express reimagined the customer experience with a data-driven approach to optimization

Sa Sabrin ina Pas asin ini Senior Marketing Manager American Express Sele Selena Bl Blue Manager of Editorial Content MECLABS

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Session speaker

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@s_e_pasini Sabrina Pasin ini Senior Marketing Manager American Express

As Senior Manager of Digital Acquisition at American Express, Sabrina manages the delivery of innovative and high-profile Web projects that maximize the performance and user experience of the American Express Consumer Card website. This has included

  • verseeing a new site redesign, ongoing test and learn campaigns,

as well as an optimization roadmap to operationalize big data for real-time targeting. Pasini has been with American Express for more than five years and has held a variety of key roles in the digital acquisition group.

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About American Exp xpress

107.2

million cards-in-force FORTUNE 500 RANKING: 90

employees worldwide

62,848

$33

billon in annual revenue

countries

130+

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More than 20 credit cards

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The Challe llenge: Transforming dig igit ital l exp xperiences

Rethink the digital experience Ditch educated guesswork for testing Implement strategic

  • ptimization

roadmap Deliver targeted and personalized experiences

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Challe llenge: Transforming dig igit ital l exp xperiences

Rethink the digital experience Implement strategic

  • ptimization

roadmap Ditch educated guesswork for testing Deliver targeted and personalized experiences

How do you accomplish this?

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Testin ing progression

Expert Judgment A/B Testing Multivariate Testing Segment-based Multivariate Testing

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Step 1. . Exp xpert ju judgment

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Step 1. . Exp xpert ju judgment

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Testin ing progression

Expert Judgment A/B Testing Multivariate Testing Segment-based Multivariate Testing

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Step 2. . A/B /B testing

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Bac Background: Test the existing Card Member-focused homepage with treatments featuring three and four cards in the hero section. Ob Objective: To increase card application conversion rate. Prim rimary ry Res esearch Qu Question: Which page emphasis – specific popular cards or balanced selection across portfolios – will result in higher conversion rates? Tes est t Des Desig ign: 100% redirect from Current Cards Landing to 3 Cards Landing – 4% random, 5% default and 91% targeted

Experiment Research Notes:

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Step 2. . A/B /B testing

Control

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Step 2. . A/B /B testing

Control Treatment 1

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Step 2. . A/B /B testing

Control Treatment 1 Treatment 2

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Step 2. . A/B /B testing

Control Treatment 1 Treatment 2

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Step 2. . A/B /B testing

Control Treatment 1 Treatment 2

Resulted in No Clear Winner

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Testin ing progression

Expert Judgment A/B Testing Multivariate Testing Segment-based Multivariate Testing

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Step 3. . Mult ltivariate testing

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Bac Background: Test for further improvement on Treatment 1 from the previous A/B test. Ob Objective: To increase card application conversion rate. Prim rimary ry Res esearch Qu Question: Will optimizing each of the key elements on the page drive engagement and increase conversion rate? Tes est t Des Desig ign: Full-factorial MVT with six elements for a total of 256 variations. With business exclusion applied, a a to total of

  • f 144

144 experie iences ar are te tested.

Experiment Research Notes:

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Step 3. . Mult ltivariate testing

Variable #1. Color scheme

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Step 3. . Mult ltivariate testing

Variable #2. Page navigation

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Step 3. . Mult ltivariate testing

Variable #3. Calls-to-action

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Step 3. . Mult ltivariate testing

Variable #4. Comparison tab

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Step 3. . Mult ltivariate testing

Variable #5. Lower tool section

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Step 3. . Mult ltivariate testing

Variable #6. Tool in tab

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Step 3. . Mult ltivariate testing

Which combination won?

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Step 3. . Mult ltivariate testing

Winning Combination Control

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Step 3. . Mult ltivariate testing

Winning Combination

In Increase in Conversion Rate

29% 29%

Control

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Ranki king of MVT treatment result lts

Control Winning Combination 1

?

144

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Ranki king of MVT treatment result lts

144 119 Control 1 Winning Combination

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The next xt frontier

One-size-fits-all in interactions Experiences customized to mic icrosegments

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Testin ing progression

Expert Judgment A/B Testing Multivariate Testing Segment-based Multivariate Testing

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Bala lancing Act: Busin iness prio iority vs. . customer needs

Higher Value Lower Combined Value

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Segmentation process

3rd Party Model Scores Offsite Media Prospect Data Customer Data Site Activity

Step 1. Track and Identify Prospect Traits COOKIE: 1048379205

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Segmentation process

3rd Party Model Scores Offsite Media Prospect Data Customer Data Site Activity

Step 1. Track and Identify Prospect Traits COOKIE: 1048379205 Step 2. Combine Traits into Segments

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Segmentation process

3rd Party Model Scores Offsite Media Prospect Data Customer Data Site Activity

Step 1. Track and Identify Prospect Traits COOKIE: 1048379205 Step 3. Displays Custom Content in Real Time Step 2. Combine Traits into Segments

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Step 4. . Segment-based mult ltiv ivaria iate testin ing

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Bac Background: Test personalized homepages for a customer-centric experience. Ob Objective: To increase response and conversion rate. Prim rimary ry Res esearch Qu Question: Will targeting cards to profiles that may have an affinity for these products increase clickthrough and conversion rates? Tes est t Des Desig ign: Target created four campaigns: 100% Redirect from Current Cards Landing to 3 Cards Landing – 4% random, 5% default and 91% targeted.

Experiment Research Notes:

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Step 4. . Segment-based mult ltiv ivaria iate testin ing

Match “Member Story” to featured product Display next- highest valued products Feature the winning product

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Step 4. . Segment-based mult ltiv ivaria iate testin ing

Control Treatment

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Step 4. . Segment-based mult ltiv ivaria iate testin ing

Control Treatment

In Increase in Conversion Rate

28% 28%

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Segmentation example

St Step 1. 1. Cookie assigned

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Segmentation example

St Step 1. 1. Cookie assigned

Assig igned Co Cookie ie: 87 8762 6209 09479 795 Prospect: Rob

  • bert
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Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Card homepage arrival

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Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Card homepage arrival

Interest: Travel

  • 3rd Party: Travel
  • Geo: Atlanta
  • DFA: Delta 300x250
  • DFA: Delta 160x600
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Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Card homepage arrival St Step 3. 3. Customized Card homepage presented

Interest: Travel

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Interest: Travel

Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Card homepage arrival St Step 3. 3. Customized Card homepage presented

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Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Card homepage arrival St Step 3. 3. Customized Card homepage presented St Step 4. 4. Prospect continues to search website

Interest: Travel

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Interest: Travel

Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Card homepage arrival St Step 3. 3. Customized Card homepage presented St Step 4. 4. Prospect continues to search website

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Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Card homepage arrival St Step 3. 3. Customized Card homepage presented St Step 4. 4. Prospect continues to search website St Step 5. 5. Newly acquired traits assigned to prospect

Interest: Travel

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Interest: Travel

Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Card homepage arrival St Step 3. 3. Customized Card homepage presented St Step 4. 4. Prospect continues to search website St Step 5. 5. Newly acquired traits assigned to prospect

Intent: Cashback

  • View All Cards:

Cashback

  • BCE Learn More Page
  • BCE Credit QuickInfo
  • View All Cards: Credit
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Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Cards homepage arrival St Step 3. 3. Customized Cards homepage presented St Step 4. 4. Prospect continues to search website St Step 5. 5. Newly acquired traits assigned to prospect St Step 6. 6. Updated Cards homepage presented

Interest: Travel Intent: Cashback

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Intent: Cashback Interest: Travel

Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Cards homepage arrival St Step 3. 3. Customized Cards homepage presented St Step 4. 4. Prospect continues to search website St Step 5. 5. Newly acquired traits assigned to prospect St Step 6. 6. Updated Cards homepage presented

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Segmentation example

St Step 1. 1. Cookie assigned St Step 2. 2. Traits tracked before Cards homepage arrival St Step 3. 3. Customized Cards homepage presented St Step 4. 4. Prospect continues to search website St Step 5. 5. Newly acquired traits assigned to prospect St Step 6. 6. Updated Cards homepage presented

Interest: Travel Intent: Cashback

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The new optim imization roadmap

Layout

A/B Test

Functionality/UX

Multivariate Testing

Product

A/B/n Targeting

Segmentation

Cluster Analysis

Experience

Segmentation & Personalization II

Positioning

Segmentation & Personalization I

New Accounts Time

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Relevant Product Incentive Strategy Messaging/ Customer Journey

Enablin ing personali lized exp xperie iences usin ing big ig data

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Estim imated result lt of personalization

Increase in estimated revenue of build business acquired by 2015

50%

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Overall ll result lts for optimization proje ject

Nominated for The American Express President Award for Innovation in 2013. Earned American Express the 2013 Internet Advertising Competition Award for Outstanding Achievement in Internet Advertising. The new site scored first place in Forrester’s 2013 US Credit Card Online Sales Rankings.

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Key takeaways

Put customers first Let the data do the work for you Never stop improving

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Thank you

Sabrina Pasin ini Senior Marketing Manager Americ ican Exp xpress @s_e _e_pasin ini Sele elena Blu Blue Manager of

  • f Edit

itorial l Con Conten ent MECLABS @Se Selen enaLBlu lue

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