Using Google Website Optimizer and Analytics to Maximize your Ecommerce Sales (Case Study)

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Case study of how to use Google Website Optimizer, Google Analytics and other free tools to squeeze more ecommerce sales out of your existing online marketing campaigns.

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  • Squeeze More Sales Out of Your Existing Online Campaigns I Given the economic downturn, learn how companies are using the latest tools, like Google Website Optimizer and others, to maximize online sales without increasing their ad spend. Three internet retailing companies will discuss how they are increasing the ROI of their ad campaigns in these tight budgetary times.
  • Using Google Website Optimizer and Analytics to Maximize your Ecommerce Sales (Case Study)

    1. 1. Don’t Increase Ad Spend… Optimize to Maximize! Chicago December 9, 2008 Chris Benson Vice President & CTO Audio Editions Kayden Kelly CEO & Managing Director Blast Advanced Media
    2. 2. Challenge #1 Downloads
    3. 3. 30 % OFF + FREE Shipping Challenge #2 Fierce Competition
    4. 4. Consumer Confidence at 5 Year Low Budgets Being Cut Challenge #3 Recession
    5. 5. Benefit Cost Forever! 1 time 1 time Increase Conversion Buy More Traffic What’s the Best Plan of Action? 1 time
    6. 6. <ul><li>Optimize! </li></ul>Low Medium High Change CR Increase Per Year 5.00% 2.3% $150,000 25.00% 2.7% $775,000 50.00% 3.2% $1,500,000 Maximize Conversion Conversion Rate 2.15%
    7. 7. Tools Analytics - Website Optimizer - 4Q Survey How do you increase conversion? Benchmark, Goals, Changes, Measure, Repeat Pyramid Credit: Future Now
    8. 8. 1 – Benchmark & Set Goals Approach 2 – Qualitative Analysis 5 – Campaign Optimization 4 – Website Optimizer Tests 3 – Quantitative Analysis
    9. 9. <ul><li>Increase Overall Site Conversion 25% </li></ul><ul><ul><li>Benchmark 2.1% </li></ul></ul><ul><ul><li>Goal 2.7% </li></ul></ul><ul><li>Increase Online Consumer Sales 100% </li></ul><ul><ul><li>Benchmark $150,000/month </li></ul></ul><ul><ul><li>Goal $300,000/month </li></ul></ul><ul><li>Reduce PPC Cost Per Conversion 50% </li></ul><ul><ul><li>Benchmark $60 </li></ul></ul><ul><ul><li>Goal $30 </li></ul></ul>Step 1: Benchmark & Set Goals
    10. 10. Step 2: Qualitative Analysis Watch – What, Where, How Identify Obstacles
    11. 11. 4Q Surveys
    12. 12. <ul><li>Catalog Request overwhelming </li></ul><ul><li>Category Page dissatisfaction </li></ul><ul><li>Don’t want to Register </li></ul><ul><li>Not enough Product info </li></ul><ul><li>Duplicate Products Alert Midwest tape has function on its website and is extremely helpful. </li></ul>What We Learned
    13. 13. <ul><li>Key Process Steps </li></ul><ul><li>External & Internal Search </li></ul><ul><li>Top Exits </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Merchandising Strategy </li></ul>Step 3: Quantitative Analysis Identified Opportunities
    14. 14. Setup Goals Are people taking the desired actions? <ul><li>Configure Goals </li></ul><ul><li>Setup Funnel Steps </li></ul>
    15. 15. Where are people abandoning in the process?
    16. 16. Complete Arkangel Shakespeare Searches 119 Sales 0 (Requires “Site Search” Tracking in Google Analytics) Are they finding it and buying? What are your users looking for?
    17. 17. Losing 2 of 3 users on Popular Pages Top Exits
    18. 18. 30-90% Bouncing on Product Detail June 2008 Product Detail Bounce Rate Nov 2008 After Removing Major Obstacle
    19. 19. 30%  8% Eliminated Obstacle Eliminated Obstacle
    20. 20. <ul><ul><li>Requires enabling “Ecommerce Tracking” in Google Analytics </li></ul></ul>Merchandising Strategy <ul><ul><ul><li>Home Page </li></ul></ul></ul><ul><ul><ul><li>Category Page </li></ul></ul></ul><ul><ul><ul><li>Analysis & Decisions </li></ul></ul></ul><ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Website Optimizer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>GWO + GA </li></ul></ul></ul></ul><ul><ul><ul><li>Top Searches </li></ul></ul></ul>Analyze <ul><ul><ul><li>Price </li></ul></ul></ul><ul><ul><ul><li>Clicks </li></ul></ul></ul><ul><ul><ul><li>Revenues </li></ul></ul></ul><ul><ul><ul><li>Transactions </li></ul></ul></ul>Revenue Contribution
    21. 21. <ul><li>Product Revenues Dropped 89% </li></ul><ul><li>Last 11 days of October 28 Orders </li></ul><ul><li>Last 11 days of November 3 Orders </li></ul>Don’t Steal from Yourself
    22. 22. <ul><ul><ul><li>Top of Funnel </li></ul></ul></ul><ul><ul><ul><li>Higher Traffic </li></ul></ul></ul><ul><ul><ul><li>Key Process Step </li></ul></ul></ul>Test Examples <ul><ul><ul><li>Catalog Request </li></ul></ul></ul><ul><ul><ul><li>Category </li></ul></ul></ul>Tested Step 4: Website Optimizer Tests
    23. 23. Website Optimizer Setup
    24. 24. <ul><li>What are we testing? </li></ul><ul><li>What is a conversion? </li></ul><ul><ul><li>Action want to test </li></ul></ul><ul><li>Hypothesis? </li></ul><ul><ul><li>State Question </li></ul></ul><ul><ul><li>Predicted Outcome </li></ul></ul>First Test: Catalog Request
    25. 25. A - Original <ul><li>Verbiage Too Long </li></ul><ul><li>Asking Too Much </li></ul><ul><li>Too Many Distractions </li></ul>A
    26. 26. <ul><li>Removed Columns </li></ul><ul><li>Larger Catalog image </li></ul><ul><li>Simplified form to minimum info needed </li></ul>A - New B
    27. 27. A B Pick the Winner Winner! Increased Conversion +67%
    28. 28. Catalog Request Test Results Not Convinced…
    29. 29. A - Original A Follow Up Test
    30. 30. A Variation 1 B
    31. 31. A Variation 2 <ul><li>Added </li></ul><ul><li>Email Newsletter </li></ul>B
    32. 32. A Variation 3 <ul><li>Added </li></ul><ul><li>Email Newsletter </li></ul><ul><li>How did you find us? </li></ul>B
    33. 33. B: Variation 1 +42% <ul><li>B: Variation 2 </li></ul><ul><li>Email Opt-in </li></ul><ul><li>+17% </li></ul><ul><li>B: Variation 3 </li></ul><ul><li>Email Opt-in </li></ul><ul><li>How did you find us +30% </li></ul>A / B Test Winner? A: Original
    34. 34. Email Opt-in & How Heard -11% Email Newsletter Opt-in -25% Not Just Layout…
    35. 35. <ul><li>What are we testing? </li></ul><ul><ul><li>Top of the Funnel </li></ul></ul><ul><ul><li>Usability tests showed dissatisfaction </li></ul></ul><ul><li>What is a conversion? </li></ul><ul><ul><li>Any category link or product link </li></ul></ul><ul><li>Hypothesis? </li></ul><ul><ul><li>5-10% Increased conversion </li></ul></ul><ul><ul><li>Major Impact on Sales Funnel </li></ul></ul>Next Test: Category Page
    36. 36. A
    37. 37. Conversion Enhancement – Option 2 B
    38. 38. Pick the Winner A B Winner! Increased Conversion +10%
    39. 39. <ul><li>Price Points </li></ul><ul><li>Product Copy </li></ul><ul><li>Highlight Differentiators </li></ul><ul><li>Free Shipping </li></ul><ul><li>Customer Service </li></ul><ul><li>Guarantees </li></ul>High Impact Test Elements
    40. 40. <ul><li>Best Practices are starting point, they are not rules, you must Test! </li></ul><ul><li>Keep it Simple (major changes, fewer variations) </li></ul><ul><li>Conversion within 1-click </li></ul><ul><li>Test Pages with Most Potential Impact </li></ul><ul><ul><ul><li>Top of Funnel </li></ul></ul></ul><ul><ul><ul><li>Higher Traffic </li></ul></ul></ul><ul><ul><ul><li>Key Process Step </li></ul></ul></ul><ul><li>Disable Poor Performing Variations </li></ul><ul><li>Failed Tests are still successes (prevent damage) </li></ul>Top 5 GWO Tips (for Immediate Feedback)
    41. 41. Shifted Focus “ audio books”  “books on cd/tape” 0% - 1.7% 2.3% - 3.1% Step 5: Optimize Marketing Campaigns
    42. 42. <ul><li>Restructured PPC </li></ul><ul><ul><li>more focused topical ad groups with ~1-4 keywords </li></ul></ul><ul><li>Identified “Free Shipping” Disconnect </li></ul><ul><li>Added Negative Keywords (i.e. “book shelf speakers”) </li></ul>Improved Quality Score 2, 3, 4’s  7, 8, 9’s Decreased Spend 9% Increased conversion rate 61% Increased AOV 33% Increased Revenues 85% Optimized PPC
    43. 43. <ul><li>Future Opportunity  Currently Int’l Traffic Too Expensive </li></ul><ul><li>Current Focus  Maximize Marketing Budget </li></ul><ul><ul><li>Eliminated International PPC since Non-Proportional ROI </li></ul></ul>vs. International 1/3 Traffic USA 2/3 Traffic Segmentation 96% 4% Revenues
    44. 44. Identified Issues Research (Recommendations Spreadsheet) Implemented Fixes (Proper Heading Tags, Meta Descriptions, Page Titles, etc) Site Optimization for Free Search Rankings
    45. 45. Consumer Traffic +20,000/month Cheaper Traffic! versus SEO CPC $0.02 240,000 visits/yr ($7k) PPC CPC $0.56 107,000 visits/yr ($60k)
    46. 46. 33% Consumer Purchases +64% (595  978) Conversion Rate +19% Goal: Increase Consumer Sales Result: Sales up Quality Traffic?
    47. 47. (Subsidiary of Blast Advanced Media) <ul><ul><ul><li>Streamlined Checkout (No Accounts Required) </li></ul></ul></ul><ul><ul><ul><li>Robust Promotion Mgmt </li></ul></ul></ul><ul><ul><ul><li>Up/Cross-Selling </li></ul></ul></ul><ul><ul><ul><li>100% Search Engine Friendly </li></ul></ul></ul>Marketing Focused <ul><ul><ul><li>Website Optimizer </li></ul></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul><ul><ul><ul><li>Adwords </li></ul></ul></ul><ul><ul><ul><li>Maps </li></ul></ul></ul><ul><ul><ul><li>Graphing </li></ul></ul></ul>Google Integration Next Steps: New Ecommerce Platform
    48. 48. Twitter @blastam Website Optimization Blog www.blastam.com/broadcast Email [email_address] [email_address] Don’t Increase Ad Spend… Optimize to Maximize!

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