Beyond CRO: Experimenting for Engagement, Retention, and LTV

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Beyond CRO: Experimenting for
Engagement, Retention, and LTV
Robin Pam
Sr. Product Marketing Manager
Optimizely
Michael Alley
Sr. Product Manager
Stubhub
Fred Kang
Sr. Product Manager
Blue Apron

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Beyond CRO at Stubhub
Michael Alley
Sr. Product Manager
Stubhub

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Beyond CRO at Blue Apron
Fred Kang
Sr. Product Manager
Blue Apron

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What is Blue Apron?

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What is Blue Apron?
Website iOS App Android App

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What is Blue Apron?
Website iOS App Android App
Demand
Forecasting
Ingredient
Sourcing
Recipe
Creation
Content and
Merchandising
Creation
Purchasing,
Packing, and
Shipping

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What is Blue Apron?
Website iOS App Android App
Demand
Forecasting
Ingredient
Sourcing
Recipe
Creation
Content and
Merchandising
Creation
Purchasing,
Packing, and
Shipping
Prediction Models Ingredient Dict Recipe CMS Purchasing Tools WMS

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What is Monetization?
Order Rate
AOV
LTV
Marketing
Design
Analytics
Culinary
Product
Eng

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Moving the needle:
Expanding our
lifestyle fit
Theoretical market for home
cooking

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Moving the needle:
Expanding our
lifestyle fit
Dinner only

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Moving the needle:
Expanding our
lifestyle fit
Have 30-45 minutes to cook
2-3 per week

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Moving the needle:
Expanding our
lifestyle fit
People who can plan 1 week
in advance and don’t mind
a subscription

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Moving the needle:
Expanding our
lifestyle fit
People who can afford $9-10
for home cooked meal

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Moving the needle:
Expanding our
lifestyle fit
People without strict diets or
food allergies

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Beyond CRO:
Experimentation
in large product
updates
Major product release:
Two additional recipes,
all recipe combinations,
2 recipe plan, modifying
recipe # by order

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Beyond CRO: Experimentation in large
product updates
All recipe combinations
2 additional recipes
2 recipe plan
Change recipe plan on
a per order basis
Theory: Order rate
increase due to better choices
Fears: Operational complexity
Theory: Churn reduction to
better lifestyle fit
Fears: Revenue loss due to
people shifting down to 2 recipe
plans
Operational complexity
Theory: Order rate increase
due to more flexibility
Fears: Revenue loss due to
people shifting down to 2 recipe
plans
Operational complexity

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Panel Discussion

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THANK YOU

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