2. 2
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• Executive Summary: 3-6
• Usability/Recommendations: 7-10
• SEO Optimization: 11-16
• Google Adwords Campaign: 17-22
• Social Media and Localization: 23-27
• Mobile: 28-29
• Conclusion and Recommendations:
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3. Executive Summary
• Overview of Competition:
– Primary Competitors: Allen Premium Outlets, The Villages at Allen
– Secondary Competitors: The Galleria, NorthPark, Stonebriar, etc…
• Description of Watters Creek and Competition:
• Size: Watters Creek- 61 stores, Allen Premium Outlets- 90+, Villages- 170 stores
• Segmentation: Watters Creek and both primary competitors are targeting the same
segment in terms of demographics and location.
• Digital Marketing Goals: For Watters Creek and their competitors, the goals is to
increase awareness via mobile, social media, and pc to increase daily customer
traffic.
Competitors
Watters Creek
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4. Executive Summary
• Target Market:
– Demographic: Upper middle class families and young professionals.
– For our campaign we were asked to target women ages 20-35.
– Location: Consumer living within 30 miles of Watters Creek.
– Behavioral: Preferred consumer would either become aware of Watters Creek
through word of mouth or via mobile/pc and would then make their purchase
in-store. Purchases made online may benefit the individual retailers, but not
the entity of Watters Creek.
– Device Type: Heavily geo-location and mobile driven. 15,000+ check-ins via
Facebook, and 4,500+ check-ins via foursquare.
• The Offer
1. Objective: For the customer to physically go to Watters Creek.
2. Market Research: Goal- increase the number young professional female visitors.
3. Offer: Retail resort with many shops and restaurants, as well as filling other needs.
4. Test the Offer: Analyze watterscreek.com web traffic and Adwords performance.
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5. Executive Summary
• Testing & Metrics
– We are testing advertisements in five campaigns: shopping, restaurants, leasing,
events, and stores.
– Our goal is to increase awareness and mall traffic among women ages 20-35,
upper middle class families and young professionals in general.
– We want to find the campaigns that perform effectively in Adwords, eliminate
the ineffective campaigns, and suggest targeting and promoting those areas in
future in order for Watters Creek to increase awareness and attendance.
• Success Metrics:
1. 5% c t r
2. Negatively sloping cost per click as our campaigns progress.
3. Positively sloping daily ctr as campaign progress.
4. Average quality score of 7.5 on all keywords used throughout our campaign
5. 500 clicks / 10,000 impressions over 2 weeks.
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7. Website Usability Testing and Recommendations
• Navigational/Content Recommendations
A. There should be a search bar at the top of the page (not the middle), and there
should be auto-correct and auto-fill features as well. Move log-in to top left
corner.
B. Since the word “Live” has two meanings, and the word “Buzz” may be
ambiguous to some visitors, we suggest changing both to words that are more
clear (Lofts and Events, instead). We also suggest changing the link labeled
“Work” to “Office Leasing.” “Work” is vague.
C. Edit the background images on the home page so that they don’t blend with
the Watters Creek logo.
D. Bread crumbs/granular refinement to locate store/restaurants pages easier.
E. There should be a directory of stores and restaurants organized by category
(cafes, italian, and Tex-Mex for example). This is similar to the granular
suggestion.
F. Even though the website has a black background, it is well contrasted with its
basic white fonts. Font sizes are readable and reasonably sized.
G. Improve site load time (average is 2.85 seconds).
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10. Website Usability Testing and Recommendations
• Usability Metrics
– United States Traffic Rank of watterscreek.com: 153,272
– Reputation/Referral Sites (sites linking in): 83 (link juice)
– Search Engine Keywords: 1. watters creek - 17.54% 2. watters creek allen - 13.09% 3.
watters creek valentines - 2.39% 4. watters creek shops - 2.12% 5.
concerts by the creek in allen texas….2.05%
– Bounce Rate: 25.50 %
– % of Site Visits from Search Engines: 51.9% (Google)
– Conversion Rate: Relevant, but hard to measure in this case. Our conversion rate would be the
number of people who see our advertisements, then physically go to Watters Creek. Our goal is
not sales, but awareness and increased traffic to the mall.
– Average Time Spent on Site: 5:01 (224% higher compared to last 3 months).
– Daily Page Views Per Visitor: 3.30
• Visitor Demographics:
• Gender: Females are greatly over-represented.
• Education: People who went to graduate school are similar to the general internet
population.
• Browsing Location: People browsing from home are over-represented.
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13. SEO Optimization Recommendations
• SERP Results Display
– Title Page - The webpage has keywords in its page title which describe its
name, address, and phone number. This is a simple and clear title but it would
be also effective to add brief description of the nature of the business.
– U R L – The URL for the homepage is simple and descriptive:
www.watterscreek.com
– Meta Tags
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14. SEO Optimization Recommendations
• Meta Tag Recommendations :
– The meta description on the home page is focused solely on the name of the
business, with no description about the content on the site. Although the name
is important, the meta tags need to describe the core business and the customer
needs that are being satisfied using keywords. Other pages have separate meta
descriptions, but each one only consists of a few keywords. Instead, each page
needs to have its descriptive information on its meta description.
• Organic SEO:
• Crawling: After clicking the link to the Ann Taylor at Watters Creek, the URL
appears as: http://www.watterscreek.com/store/ann-taylor/348/2138822265.
The unnecessary random group of numbers at the end needs to be eliminated to
improve crawling…this applies to all store pages.
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15. SEO Optimization Recommendations
• Summary
– We think that Ln (Links number) and Cr (Content Research) are helping this
website. We also believe they are doing well engaging their visitors. The bounce
rate is only 25.5%, and visitors spend on average five minutes on the site (Ce). The
Cq (Content Quality) of each page is decent. The individual store pages link
directly to social media. As we mentioned earlier, we believed the titles (Ht),
headers (Hh), and meta-tags (Hd) should be edited so that they are more descriptive
and clear. The 2.85 second load speed (As) needs to be improved. For more
effective crawling (Ac), the unnecessary numbers in the store page URLs (Au) need
to be eliminated.
Eliminate
Flash and
Pop-Ups
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17. Google Adwords Campaign
• Highlights
– Running Time: 2 weeks, 3 days. Funds Spent: $160.33
– Total Impressions: 8,322, Clicks: 622, Overall C T R : 7.47%
– Search Impression: 7,307, Clicks: 622, Overall C T R : 8.51%
– Overall Quality Score Average (All 200 Keywords) : 5.665
– Total Keywords with a Quality Score of 10: 45
– Primary Campaigns: Watters Creek Shopping, Watters Creek Restaurants
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18. Google Adwords Campaign
• Negative Keywords: the villages, retail space dallas, allen premium outlets, coach,
galleria, golf, indian food, indian restaurants, lease retail dallas, leasing dallas, mens
casual sports mall, mens clothing stores, mens suits, northpark center, northpark mall.
• The Numbers:
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20. Google Adwords Campaign
• Best Keywords (min 150 impr.):
1. watters creek shopping
2. “watters creek restaurants”
3. watters creek allen
4. shops at watters creek
• Total Impressions by Top 4 Keywords: 2,912
• Total Clicks by Top 4 Keywords: 444
• Total Overall CTR for Top 4 Keywords: 15.25%
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21. Google Adwords Campaign
• Top Ad Group Performance:
* Note: All Top Performing Ad Groups were either in Shopping or Restaurants campaigns.
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22. Google Adwords Campaign
• Top Performing Ads:
1
2
3
4
5
6
*Note: Ad Performance was judged by CTR and Total Impression Count, not solely CTR.
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23. Social Media and Localization Strategy
• Facebook:
– Status updates are made almost every other day
– Events are emphasized on a weekly basis; it might be beneficial to feature the
calendar of events on this page in addition to their home website.
– There are links to other social media (Pintrest and Instagram), but not all that
they offer (Twitter and YouTube).
– Include a directory of stores and restaurants they have to offer under info.
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24. Social Media and Localization Strategy
• Pinterest:
– They feature and pin products that are new and available at their stores .
– They also feature food and other categories that would grab the attention of
their target segment.
– Not many followers (little over 100), those who are following are related to
their business which keeps a level of professionalism.
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25. Social Media and Localization Strategy
• Twitter
– More than 1500 followers. Most are related to their business in some way
(journalists, stylists, brands).
– There are only a few pictures (6). Adding more pictures could help promote
awareness and increased traffic with the already ample number of followers.
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26. Social Media and Localization Strategy
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•Instagram
•Bio doesn’t state the nature of their business. It just claims that they are a resort style
development. They should highlighted some of the things they have to offer such as the
lofts, retail space, stores, and restraints.
•They usually post a new picture twice a week. To get the most out of this free social
media, I think it would be beneficial to post pictures based on themes. 4 per week –
apparel, new, seasonal clothing, sales. 2 per week- events/concerts .1 per week-
news/awards/journal features on them
•They don’t have many followers, by posing more pictures, using hash tags to categorize
pictures, and following more people who are related to their business I think they could
gain popularity.
•The sales they usually feature are geared more toward women. It’d be beneficial to feature
more pictures for men and children as well as the athletic stores and classes they hold on
the property such as yoga.
27. Social Media and Localization Strategy
• Yelp
– We suggest offering incentives for visitors to provide Yelp reviews. Right now
there are only 13 reviews of Watters Creek on Yelp.
– Watters Creek has a great Yelp ranking: 4/5 stars.
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• Localization Suggestions
• Set up an SMS program to offer discounts and drive more business on
days when there is less traffic.
• Set up a Groupon offer for one of the more popular restaurants. This
will in turn drive more traffic to the mall, restaurants, and retail as well.
29. Mobile
• Mobile Website Critique
– Home screen is easy to navigate
– Single Columns
– Has all information available as desktop website
– No Call to Action
– No QR Codes on mobile website or mobile app
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• Recommendations/ Proposed Campaign
• Needs some clean up: color coordination, text sizes, more consistency
• Needs less steps/clicks to get where you want to go
• Add a call to action option for information
• Recruit retailers to add QR Codes under their associated product on Watters
Creek website.
• Consider implementing a 2 column website – even easier to navigate
• Proposed Campaign: Offer discounts for online shares similar to Hertz
example
30. Conclusions and Recommendations
• The two components of Watters Creek that should be the focal
points for increasing traffic and awareness are restaurants and
shopping.
• Mentioning both points: great shopping, and great restaurants was
the most effective way of advertising in Google Adwords.
• Continue to broaden mobile and social media related marketing.
With a large foundation of followers already established, there is a
lot of potential for growth and increasing awareness.
• In terms of usability and search engine optimization, titles and meta
tags need to be edited. Load time needs to be improved, navigation
could also be improved. In terms of engagement, Watters Creek is
doing very well (1/4 bounce rate, and average five minutes per
visit).
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