Going Beyond Conversion Rate Optimization
At Blue Apron, a large part of the business is powered by scheduled back end jobs. Order charging, turning digital orders into physical packages, creating shipping labels, choosing recipes for users and sending emails all happen offline. A client-side solution provided limited flexibility when it came to testing these experiences.
Also, running experiments and measuring key KPIs required work from the analytics team, and turnaround time could take anywhere from two to four weeks. This greatly impeded Blue Apron’s ability to act upon needed changes quickly. So while they continued to use Optimizely Web, they also required a solution specific to their server side use case.
John Cline, Growth/Member Experience Engineering Lead stepped up to identify a solution that would allow Blue Apron to test at more stages in their funnel.