Goal tree E-COMMERCE AND RETAIL When you build an

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Goal tree E-COMMERCE AND RETAIL When you build an optimization strategy, youll first align your programs testing efforts to your company goals. We recommend that you start by focusing your program on achieving quick wins with impactful

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Goal tree E-COMMERCE AND RETAIL When you build an optimization strategy, you’ll first align your program’s testing efforts to your company goals. We recommend that you start by focusing your program on achieving quick wins with impactful tests that affect the bottom line.

A goal tree is a map of metrics that are critical to your company’s success. Break each of these metrics down into focused objectives that your program can move the needle on, through testing and personalization. Read this article to learn more about goal trees.<br>
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Your company metric measures a high-level goal: an increase in revenue for example. Before you build a goal tree, let’s take a look at the structure behind it. Goal trees help you define the strategic KPIs that your program will optimize through testing and personalization. Notice how the company-level metric cascades directly into experiment-level goals. The optimization program breaks down a major KPI such as RPV into more focused targets, such as average order value (AOV). Individual experiments test ways to create lift in the metrics that matter to the program. One might improve the AOV by optimizing the average order quantity, for example.<br>
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EXAMPLE Goal trees break metrics down mathematically.

Take a look at a category: Revenue per Visitor, for example. This is the root for two branches: Average Order Value and Conversion Rate. Notice how the branches multiply to equal the root. Average order Value x Conversion Rate = Revenue per Visitor.

Use this method to create your own goal tree.<br>