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eCommerce Case Studies - A Little Book of Success
 

eCommerce Case Studies - A Little Book of Success

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See what we have achieved and learn what we can do for your business. Complex e-Commerce Implementation, Complex e-Commerce Optimization, Developing e-Commerce in Success-Fee Model, Seasonal Sales ...

See what we have achieved and learn what we can do for your business. Complex e-Commerce Implementation, Complex e-Commerce Optimization, Developing e-Commerce in Success-Fee Model, Seasonal Sales Support in e-Commerce, Online Presence Strategy, Sales Optimization, Automation Marketing, Complex e-Commerce Services, E-mail Marketing, E-mail Marketing, Testimonials and Effects

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    eCommerce Case Studies - A Little Book of Success eCommerce Case Studies - A Little Book of Success Document Transcript

    • A Little Book of Success See what we have achieved and learn what we can do for your business 1
    • Table of contents Complex e-Commerce Implementation for TIM SA 3 Complex e-Commerce Optimization for INTERSPORT Polska S.A. 17 Developing e-Commerce in Success-Fee Model for In360.pl 25 Seasonal Sales Support in e-Commerce for Grupa Edukacyjna S.A. 28 Online Presence Strategy of Balneum Baby Basic for Almirall 31 Complex e-Commerce Implementationfor for SOLAR Company 34 Sales Optimization for TUI Poland 39 Automation Marketing fot Willsoor 46 Complex e-Commerce Services for Praktiker Polska 54 E-mail Marketing for bdsklep.pl 60 Product Descriptions for Vitalab.pl 66 Testimonials and Effects 69 2
    • Complex e-Commerce Implementation for TIM SA BankKabli [CableBank] is an original project by TIM SA – one of the biggest distributors of electro-tech articles in Poland. TIM has been on the market for nearly 25 years (for 15 years, it has been listed onthe Warsaw stock exchange). The company offers ca. 9000 products on demand. It employs 350 people and has 30 sales departments in Poland. Headquarters and logistics centerare localized in Siechnice near Wrocław. The Central Magazine is almost fully automated – both when it comes to storage processes and additional services, such as cable rewinding and tailored cable cutting services. TIM SA has been growing more and more adventurous in the Internet and BankKabli has been one of its first enterprises, aiming to create and develop the new distribution channel. Opening the online sales channel was supposed to cut the costs of customer service and at the same time increase the number of buyers. Process In Divante, we follow the User-Centered Design methodology whose main goal is to satisfy customer needs in the possibly most intuitive and comfortable way. The project included the following process: 1. Analysis of business needs and demands – during which we filled in the functional document, wrote down additional demands and, during workshops with the client, gathered business goals and other functional and non-functional demands (concerning e.g. efficiency and capacity of the system). 3
    • 2. User interactions designing – when the UI was prepared and optimized, together with a list of user cases, user tests and the final improvements. 3. Technical analysis and choosing integration pattern – which was a tough nut to crack because it demandedchanging technical infrastructure and the client’s systems. At this stage, we gathered all specifications of network services and set up data exchange protocols (more on this later). 4. Graphic designing – based on the interactive prototypes. 5. Implementation – based on Magento engine. 6. Tests and release – We run a series of tests and prepared reports on every aspect of the application. Testing is vital for us because we want our final product to be complete and reliable. Also this time testing took quite long but after it was done both the client and us were sure that launching the store will be a piece of cake. 7. Survey and optimization – some time after the service had beenlaunched, we performed a series of analytical surveys to see whether the business goals were in fact achieved. People involved in the project: • at the analytical and graphic designing stages: 2 user experience designers, 1 system analytic (integration analysisand business process detailing), 1 graphic designer • during deployment: 1 webmaster, 2 programmers (full time), 1 programmer (part time), 1 web administrator (part time) • during tests: 1 tester andbusiness analytic (test scenarios and reports) 1. Business needs and demands analysis 2. User interactions designing • Designing • Tests 3. Technical analysis and choosing integration pattern 4. Graphic designing 5. Implementation 6. Tests and release 7. Survey and optimization • Optimization Fig. 1 The diagram shows the sequence of project stages Analysis and designing took one month and a half, while the deployment took four months and a half. Taking into account the level of complexity of the system, we think this it is a very good time result. 4 Complex e-Commerce Implementation for TIM SA
    • Interactive prototypes Implementing a complex system within a tight budget and on a strict deadline is always at risk. To minimize it, it is crucial to build a good and detailed functional project in a prep phase. Changing such a project is much cheaper than changing a  ready application. Thanks to interactive wireframes, successive optimizations become fast and cheap. Additionally, interactive prototypes are a perfect way to show the client how the final application will work and confront his and his customers’ expectations with the designer’s vision, which is vital in e-commerce reality. User tests Based on interactive prototypes, we tested how the potential customers would work with the application. To bring in the reality factor, we selected a group of users with a very diverse experience in online shopping. The testers included people from different regions of Poland, chosen together with the client from the company’s target group customers – from energy industry employees, through real estate and property developers, to individual investors (e.g. people renovating their houses). During the tests, the users performed tasks that had been earlier defined with the client. Task for retailers and whole salers of electric equipment Imagine that you need 345 m building-supply cable for sale. Try to buy it on this site. Task for traffic maintenance Imagine that you need 345 m building-supply cable for sale. Try to buy it on this site. Optimizing the calculator The user tests allowed us to introduce optimizations that made using the store intuitive – although it sometimes concerns complex orders. It is a good moment to briefly discuss why in the case of cables we deal with untypical product and what kind of repercussions it brings. Cables are sold in rings or reels – and different lengths. They can be also tailor-cut to meet customer needs. TIM SA, as every cable distributor, after some time has faced the problem of storing the Complex e-Commerce Implementation for TIM SA 5
    • remaining snippetswhich are so short that hardly anyone wants to buy them. Their storing means using the precious logistics space. That is why BankKabli was also supposed to sell them out. In order to do that, a special calculator was designed. It answers a given cable length demand with a choice between a tailor-cut cable section and a sum of snippets on sale plus joints – in order to get rid of the snippets and offer a lower price. The following figure presents how the calculator was changing during successive optimizations and user tests. It was gradually becoming simpler and simpler (from left to right). Fig. 2 Interactive prototypes– the beginning version on the left, the final version on the right 6 Complex e-Commerce Implementation for TIM SA
    • Graphic designing During graphical designing – after the final prototypes had been accepted – we prepared a single graphic line (look & feel). After the home page has been accepted, we designed all the screens to match the interactive wireframes. Graphic designing took one month and, at some point, run alongside deployment to make the final release to the market sooner. After graphic designing, the webmaster created HTML and CSS templates that were used in the final stage. Preparing templates took 3 weeks of full-time workby webmaster. Simultaneously, the developers were working on their share. Magento implementation While deciding on a technological platform, our client focused on a couple of factors: • Business security – The platform’s license should be open-source so that the client himself could add functions according to the changing needs and take care of software maintenance and development. It was also important to be able to pass on the development to another company or even use the producer’s technical support if needed. • Functional flexibility – B2B system is a challenge for software itself, plus the client’s business is constantly changing so a lot of new functionalities appear to be necessary as it grows – which is why the platform has to make their implementation cheap and easy. • System security – It was demanded that software update should be possible (despite all the upgrades) and take place regularly according to the producer’s schedule (e.g. security patches). Taking all the above factors into account, Magento seems to be ideal. Because of its flexibility, it ensures lots of development opportunities. Currently, a number of Magento’s partners develop additional modules which can be used in the future – they also provide business security. At this moment, Magento is a sort of a standard when it comes to e-commerce software (with 125 thousand implementations worldwide, including Poland). Allintroduced modifications to software were added as extra modules which enable updating the core of the platform. And they do not collide with the producer’s patches. The module structure makes it easy to add more modifications and plan the development. In the following subchapter, we’ll discuss technological challenges and solutions that we came up with during implementation. Complex e-Commerce Implementation for TIM SA 7
    • Untypical product Cables are sold in rings and reels. Storing information about the available length of cable in stock is not enough because it is necessary to know what exact fragments are available (e.g. to be able to sell out the remaining snippets as discussed above). Additionally, each purchase includes tailor-cutting or deposit for container (reel), plus logistics costs. If that already isn’t enough, the prices of the cables are not steady because they depend on the number of items in stock, customer demand and many other business factors. In BankKabli, the prices are calculated each time according to an algorithm which uses these factors, imported as Ms Excel files and read via ERP system. Implementing price rules and specific products demanded writing data models in Magento and matching the algorithm via events mechanism. Anywhere, from product pages through calculator to user path, the prices are calculated by one algorithm taking into account all the dynamic factors. Also the promotional rules and discount codes were changed. The final implemented cable calculator is displayed below. Fig. 3 Cable calculator in the final version allows for an optimal cable set and helps TIM SA sell out the cable snippets 8 Complex e-Commerce Implementation for TIM SA
    • B2B elements In the case of BankKabli, implementing B2B functionalities kept us awake at night. Because Magento does not have a native support for such modules (and it is hard to get ready modules which can be used without modifications), we had to work hard to implement a couple of features: • Hierarchical customer accounts – a customer having departments can set up separate accounts for all employees, where they can make purchases up to the preliminarily set limits. • Purchase limits – fully integrated with ERP system – both the process of asking for a limit (electronic order) and its maintenance were implemented in Magento. We created a new method of payment to comply with the customer’s balance. The data is being actively exchanged with the ERP system. • Multiple pick-up addresses and booking pick-up times – Thanks to automatic logistics, it is possible to book pick-up time directly in the Central Magazine. One customer can have an unlimited number of pick-up addresses, matching his departments. • Complaint service – complaints are generated automatically and sent to the Workflow system in TIM(accepting all documents). Fig. 4 The basic Magento version was enriched with B2B functionalities Complex e-Commerce Implementation for TIM SA 9
    • • Invoices and other documents service – each customer, even buying offline, can check his or her order’s status and documents after setting up an account, thanks to integration with Workflow. Moreover, it relieves Call Center and is an info hub for the customers. To create a B2B account, we used server mechanisms and events in Magento again, we extended a couple of models, plus we used EAV mechanisms to add non-standard attributes to all object groups in the database (including user and customer models). Untypical user path Those who know Magento, initially praise the “One-page checkout” mechanism. This solution is based on the AJAX user path mechanism, including only one step (with dynamically added elements). But the mechanism wasinadequate for the BankKabli. During user tests and interactive prototypes designing, we detailed all the user path steps. We used the method of precise delivery, i.e. booking pick-up address, date and time, different payment models, purchase limits and text-message notifications about the subsequent stages of the delivery. We had to re-write the whole user path mechanism (introducing a new controller and models responsible for these functionalities in Magento). We did our best to use the standard models and data models, e.g. pick-up addresses, orders, invoices, and only made modifications where it was necessary. Introducing our solution to the company’s IT The implementation included integration with a couple of systems: • automatic magazine • ERP system (MFG/PRO) • document service system TIM has well-working and well-optimized business processes which the Internet system shall complement by evolution, not revolution. Thus, during pre-implementation analysis, all processes that were supposed to be affected were written down in BPMN notation. Next, we decided which steps would be supported and to what extent. Based on such business processes, we listed system demands, designed user interface and system user cases. 10 Complex e-Commerce Implementation for TIM SA
    • Fig. 6 The diagram shows a model configuration of e-commerce infrastructure Integrations were co-prepared with the client’s IT department in a document called „Integration analysis”, describing all data formats and ways (protocols) of their exchange. We have used the Microsoft BizTalk Server data bus which has standardized the way of exchanging information. As formats, we have used XML documents prepared via OAGIS. Thanks to this approach, the integrations can be used in TIM’s new systems, as well as in the case of Internet solutions that communicate with these systems. Using standard solutions in integrations is vital. The extent of data exchange: • Products – full technical specifications of products are exchanged (once a day, sent by ERP system). • Numbers of items in stock – they are synchronized a couple of times a day, the store also allows for online reservations of products, and full info about the purchased fragments is passed on to the storage system. Complex e-Commerce Implementation for TIM SA 11
    • • Orders and customer data – full mutual synchronization. The store sends the orders and customer data to the magazine, while the customer receives information concerning the stage of delivery. In this way, the processes concerning logistics and purchase were not modified and are still supported via ERP system and no additional trainings for the employees responsible for deliveries were necessary. • Purchase documents and limits – also mutual synchronization in real time. Fig. 7 The system integrates with a couple of other systems in TIM’s current infrastructure. Fig. 8 Hosting is done via technological concept sketched during the analytical phase – including the chosen database server, application server, firewall and coded data exchange channel with domain systems in the client’s DataCenter (via VPN). 12 Complex e-Commerce Implementation for TIM SA
    • • To boost the reliability of data exchange on the store’s part, we used the Gaerman queue system which renews messages in the case of breaking the connection or other events disturbing information exchange. Tests, tests, tests E-commerce systems are systems with increased level of demanded availability. In the case of CableBank, the extra risk factor influencing the system’s stability was the big number of integrations. We prepared full test scenarios to User Acceptance Tests (UAT – functional tests) and planned efficiency testes and other tests. To sum up, we performed the following tests: • Functional/acceptance – based on scenarios which becaem the basis for further smoke and regression tests, performed during development, after implementation. • Integration – based on test scenarios, together with TIM, we checked whether data synchronized in the desired scope and time and what was the efficiency and risk potential of the system. • Security – two-phase. First of all, we performed automated tests for the typical weaknesses (XSS, SQL, Injection, CSRF). On the other hand, we reviewed the source code of the added Magento functionalities. • Efficiency – via Siege and JMetertools, we tested the crucial paths of the application. Based on the maintenance agreement, the application guaranteed response and user goal realization times. The efficiency tests showed that the goals were being appropriately realized and that the application was able to serve to the predicted traffic. All tests were written down as reports and delivered to the client. Only after their acceptance, we deployed the system to the production server. Complex e-Commerce Implementation for TIM SA 13
    • Static box editing 2. Scenario concerns SPU 2.11 – Home page management – Console Test goal Testing static box editing Way of access The box is accessible from CMS Scenario (test steps) User actions System response 1. Choose a number in the main CMS >Static boxes, choose a static box to be edited: • Footer Links • Slider content • Footer contact data • Benefit links • Safe shopping films • Home page categories • Terms of use • Call center boxes • Small banner • Delivery • Safe shopping on the home page • Safe shopping on a product page • Safe shopping order 2. Displaying editing mode of a chosen static box 3. Change static box content and confirmchanges by clicking Save 4. Displaying the changed static box content Test evaluation Fig. 9 The test scenarios were preparedat the functional project stage 14 Complex e-Commerce Implementation for TIM SA
    • Quality Assurance To provide Quality Assurance, we followed our standards: • Version control system – SVN with version tagging, development plan and tagging the commits. • Commits recording system – Redmine which deals with all the communication and decisions made with the client. Redmineis also used to plant the successive editions of software. • Monitoring system – Incinga which monitors all the OS parameters and the application’s accessibility (HTTP). • PHPUnit automatic tests – which monitorwhether the key application algorithms are accessible and correct: calculating prices, integrated services, user path. • Separate environments: developer, test and production. • Transactional implementation system – Using SVN and procedures, the versions are planned once a week, bearing in mind the time for the client’s UAT tests and our functional tests, as well as regression test. Complex e-Commerce Implementation for TIM SA 15
    • Complex e-Commerce Optimization for INTERSPORT Polska S.A. The INTERSPORT Group is the world’s biggest retailer of branded sports equipment in over 5400 stores in 40 countries, whose total income exceeds 10 billion euro. In Poland, INTERSPORT Polska S.A. is a leader in sports chain stores, having 32 stores in 21 biggest Polish cities. The company is awarded each year for dynamic growth, increasing its market value and business reliability. Divante took care of the already existing e-store http://esklep.intersport.pl, based on a dedicated solution and integrated with INTERSPORT’s domain systems. We diagnosed: • usability problems • loading speed problems Goals We approached INTERSPORT from man ye-commerce aspects. Our major goal was to increase sales in the online store. We want to use our position of a leader in traditional commerce to become a key online player in the future. We have selected Divante and Ideacto as partners to outsource e-commerce services so that we do not disperse our main selling force outside the traditional channel which generates the majority of profits. – Marek Bugajski, Store Management Director at INTERSPORT Polska S.A. 16
    • We planned: 1. 1. Conversion optimization in the e-store – divided into recommendation to the current store and re-designing. 2. 2. Extending the online channel’s reachvia SEM, ePR, social media and preparing ground for further development of the unused areas of sales marketing. The following case study describesthe above point 1 (optimization). Increasing conversion We started from competition and market analysis. It is good to learn from the best. To learn more about the industry, we went outside the Polish market and took a look at how the biggest foreign sports equipment retailers work. We also analyzed the foreign divisions of INTERSPORT. Our goal was to maintain a coherent international brand image. Next, we performed usability tests which were the basis to propose modifications. We thoroughly tested the current store design to distinguish the good points that work on the Polish markets from the weaknesses and lacks that shall be fixed in the first place. 1. Competition and market analysis 2. Expert audit 3. Interactive prototypes 4. Graphic designing 5. Development 6. Implementation 7. Launching Fig. 10 The sequence of project stages Because we didn’t want to keep the client waiting for the improvements, we listed simple recommendations that could be done before the new store was implemented. We were analyzing, designing, implementing – all to increase sales by making the customers feel more comfortable. Complex e-Commerce Optimization for INTERSPORT Polska S.A. 17
    • Identifyingthe factors influencing purchase decision While analyzing the industry, we followed the unique e-commerce values that guided us in the subsequent project stages. The most important were: 1. reliability ofINTERSPORT as a brand; 2. broad offer of branded products, including INTERSPORT’s own brands; 3. detailed product presentation; 4. simple way of purchase (the essence of a big sports store). Apart from the broad, unique added value, there is a possibility of personal pick-up in stationary sites in the whole country and quick delivery. Interactive prototypes Having analyzed all the gathered materials, we moved on todesigning interactive prototypes. Each functionality change was consulted directly with INTERSPORT and other business insiders. The effect was a functional project comprising of 23 screens. Graphic designing Having designed all functionalities of the new store, we proceeded to graphic concept. The design was maintained in the winter mood, with the possibility to change the theme. Our graphic designers prepared a light and well-balanced concept which was 100% compatible with INTERSPORT’s character. 18 Complex e-Commerce Optimization for INTERSPORT Polska S.A.
    • Exemplary modifications Home page The crucial aspect of the home page was the menu which was re-designed together with the whole information architecture. The horizontal bookmark menu allowed for increasing accessibility of the two levels of categorization. Below the menu, we placed a sales banner and four starting points with special offers. Fig. 11 The main menu Header We filled the header of the store with the most important information, from the big logo and contact through conventional login and registration elements, to search box and a very useful drop-down cart. Fig. 12 Header Product page Two layouts of a product page – horizontal and standard – allowed for effective presentation of all the product types. To maximize the ROPO effect, we designed a very intuitive element verifying accessibility in stationary stores. Besides, we introduced clear announcements about accessibility and free pick-up in store. Complex e-Commerce Optimization for INTERSPORT Polska S.A. 19
    • Fig. 13 Product page User path When designing the user path, we concentrated on the simplicity of purchasing items in the store. We cut down the number of steps, simplified the choice of payment model, as well as delivery and personal pick-up variants. Fig. 14 User path A big group of INTERSPORT’s customer is predominantly concerned with time-saving and does not always want to be bound with the store. For this group, we introduced registration-free shopping – the element that had been previously lacking. 20 Complex e-Commerce Optimization for INTERSPORT Polska S.A.
    • Additionally, we wanted to make sure that the users would learn about the profits from registration which could convince them to create accounts. This element was given a deep though and entered into the registration form. Fig. 15 Registration form Navigation by brand Many customers preferred to browse the whole offer of a chosen brand. To make it easier for them, we placed a clear logotypes’ rotator in the footer. Fig. 16 Navigation by brand New mechanisms in store The members of loyalty program can use coupons. To simplify the process, a loggedin user only has to pick the coupon from the list. The information about free delivery appears next to the choice of the delivery type – in the right place and at the right time. Fig. 17 Coupons Complex e-Commerce Optimization for INTERSPORT Polska S.A. 21
    • Quartic recommendations Because of the industry type and the way the users search for the products, we introduced product recommendations. The boxes fitted in the page layout help to find alternative for the viewed products, basing on a user’s browsing history in the store. We used the Quartic system of recommendations. Implementation and technical optimization We did not change technology in which the store had been created. Together with the client, Divante specialists modified the application. During implementation, the project was prepared to meet SEO standards. To code the prototype, we used interface loading optimization techniques. We also cleaned up the code from bugs which had been slowing down loading the store. Automatic user interface tests and constant accessibility monitoring were introduced. Quality Assuarance At each project stage, internal quality control was conducted. A system demand, change and service issues (Redmine) were introduced. Also automatic implementation process, control list, procedures and three-step implementation, as well as good implementation practices were prepared. Minimizing the risk during implementation We pay special attention to: • In-depth demand analysis: interactive prototypes + screens + webcast from the existing system. • Analysis of external systems (integrations) and processes in the meeting point. • Detailed milestones / iterations – each milestone means ready-to-use functionalities. • Controlling the workflow via Redmine, together with the client and constant information exchange plus test version online. • Creating and testing automatic scripts to data migration – while creating functions, first we have to migrate the necessary data – which is why we can be sure that we won’t forget anything. • Creating documentation with descriptions of all test scenarios for the platform’s business performance (for smoke tests). • Two- or three-step functional tests, security tests, efficiency tests and crisis performance tests –after data import, before launching the system. 22 Complex e-Commerce Optimization for INTERSPORT Polska S.A.
    • Effects We achieved both business effects (better conversion) and technical effects (stability, lower server load). We improved the parameter connecting business and technical indicators – the pages’ loading time was considerably shortened, which improved usability. Business effects Conversion increased by 46,21%. Page views per visit increased by 21,24%. Technical effects Decrease in server load by 70%, with the same traffic. Thanks to this, no additional hosting costs will occur during the holiday season. Speeding up the process of the store’s loading by 40% for the end user according to Google Analytics. In case of some pages, the loading time decreased even by 200%! Complex e-Commerce Optimization for INTERSPORT Polska S.A. 23
    • Developing e-Commerce in success-fee model for In360.pl When decorating your house, sooner or later you’ll face the dilemma – what style to choose for the bathroom? There are hundreds of brands, series and patterns on the market, varying in price. In the era of the Internet, it is much easier to get inspired and choose the ideal bathroom accessories online. The answer is In360 – an e-store open since 2009, selling products across Poland. The deliveries are governed by the central department in Warsaw. The store offers a broad selection of quality bathroom ceramics and tiles. The company is a direct distributor of such brands as Villeroy&Boch, Hansgrohe, Kludi, Grohe, Duravitandover 80 others. It sells tiles, bathroom furniture, sinks and lighting. The store’s service is a high-class team of specialists and advisors helping both individual customers and interior designers and architects. Thanks to its rich offer and good prices, very good accessibility and great customer service, In360 is one of the leading stores in its category. Marketing Because of the store’s big potential and the growing popularity of bathroom accessories among individual customers and independent interior designers, we decided on intensified marketing. Our major goal was to increase sales through effective promotion and simultaneous diversification of traffic sources. In360 entered into partnership in the success-fee model. 24
    • Effective campaign design The first step was to analyze previous marketing activities and choose the optimal tool which would successfully support current activities in the efficiency model. We decided on PPC campaign, where Divante worked on the sponsored-link campaign. For the first three months, complex test was being performed, to cover all assortment and methodologies of searching products which generate conversion. The marketing activities were optimized based on Google Analytics conversion rate and Google AdWords expenses. Fig. 18 The in360.pl store During the campaign, a dictionary of keywords and exclusions was prepared, with 30 thousand words after three months. Over 3 thousand ads were used, plus landing pages presenting products in different ways. The campaign also used geolocalization connected with a possibility of free pick-up directly in the Warsaw warehouse. Together with sales marketing, we decided to re-design the store. Developing e-Commerce in success-fee model for In360.pl 25
    • Effects and references The key to success was scalable use of campaign structure and its strong optimization. During the three-month initial phase we have decided which tools should be excluded and which should be developer during the creation and optimization of the campaign. The Google AdWrods campaign increased income by over 21%, becoming its second biggest source and the first traffic source. The campaign’s cost was returned eight times. The ten best campaigns generated ROI GoogleAdWords reaching over 3000% and stable income each month of the campaign. Constant optimization of the campaign increased CTR by 58%. Since the very beginning of our cooperation, Divante became our e-commerce partner. Their enthusiasm and engagement, as well as constant and strong optimization resulted in great effects! – Tomasz Malinowski, CEO, In360.pl 26 Developing e-Commerce in success-fee model for In360.pl
    • Seasonal sales support in e-Commerce for Grupa Edukacyjna S.A. KsięgarniaEdukacyjna [Educational Bookstore] is the official e-commerce platform of GrupaEdukacyjna S.A. [Educational Group joint stock company] – the leader among educational publishers in Poland. The online bookstore has been on the market for 5 years, selling books and textbooks for student (varying in the educational stage), didactic materials and educational games – altogether, over 3 thousand products. The bookstore is the official distributor of MAC Edukacja, JUKA-91 and POLTEXT. The market for GrupaEdukacyjna is characterized by strong seasonality. The products sold in the education industry are unified. The crucial factors are guaranteed delivery and high availability of the products. Development and strategy One of the elements of Księgarnia to be improved was the quality and comfort of shopping, via re-designing of the sales platform. Divante was the executor of user experience and graphic designing, as well as implementation and development of the platform. The next step in developing the online sales channel was to start increasing e-commerce sales and adjust to the market’s character. 27
    • Because of the upcoming sales season in the industry, KsięgarniaEdukacyjna together with Divante decided to follow the strategy of quick increasing of the offer via SEM. The scope of cooperation included designing and running the efficiency campaign in Google AdWords. Fig. 19 Ksiegarnia-edukacyjna.pl e-store 28 Seasonal sales support in e-Commerce for Grupa Edukacyjna S.A.
    • Efficiency SEM campaign The basis of the success was cooperation between KsięgarniaEdukacyjna, having knowledge about the market and the products and Divante, experienced in sales campaign for e-commerce. Engaging both teams was crucial in designing the campaign and its optimal scaling. During the campaign, the conception of the “long tail” was used, plus we employed the medium-range category of key words. By using methods of campaign scaling, we managed to quickly embrace the most important product groups. Because of the specific product names, the combinations of key words and exclusions were crucial. Equally important was campaign cost optimization which lowered the cost per click and simultaneously increased the number of potential customers to be reached with the same budget. Effects and testimonials The effect of cooperation were very good results of the sales campaign. The average Google AdWords’ ROI in August, the key sales month, reached 3000% and peaked at times to 9000%. The great effects of the campaign were possible thanks to the characteristics of the market and a well-constructed “long tail.” Constant optimization lowered the cost per click by 55%. The campaign was the first traffic source and the second income stores in the store. Conversion for Google AdWrods was 60% bigger than organic traffic conversion. The campaigns run by Divante experts let us optimize the costs and increase the effectiveness of marketing. Together, we achieved very good sales results in our strategic period. – Anna Darda-Ośka, E-commerce Coordinator, Księgarnia Edukacyjna Seasonal sales support in e-Commerce for Grupa Edukacyjna S.A. 29
    • Online Presence Strategy of Balneum Baby Basic for Almirall Sp. z o.o. AlmirallPolskais part of the international pharmaceutical concern, with headquarters in Spain. Almirall’s products are present in 70 countries of Europe and North America. Project goal The goal of the project was promoting the new line of cosmetics, Balneum Baby Basic, dedicated to skincare of toddlers and babies. When introducing the product to the chain of online pharmacies, we planned two tasks: improving sales and increasing brand awareness for Balneum Baby Basic. Realization We used the ePOSMarketing.pl chain ads in online stores and invited the biggest e-pharmacies in Poland. The campaign was directed to people expecting a child to be born soon or to parents of children up to three years old. Why the Internet? Future moms spend a lot of time online, browsing for practical information about parenthood. At the same time, the TNS OBOP survey shows that as many as 74% customers of traditional stores uses the Internet before making their final purchase decision offline. 30
    • Realization We run a three-month online campaign, using popular forms of adverts, according to IAB standard – button and billboard. Our partners included the following big online pharmacies: Apteo.pl, I-apteka.pl, DrOlivia.pl, Apte24.pl, Zdro-vita.pl. The adverts (created by the ad chain’s agency) were emitted by ePOSMarketing.pl by means of an ad server on the sponsored areas of the e-pharmacies. The adverts were displayed on the homepage and in the sections “for babies”. After clicking, the user was transferred to the product page in a given pharmacy. Increasing brand awareness E-pharmacies taking part in the program were supposed to get the promoted product in stock, which is how Promo Ringe POS Marketing campaign broadened the sales channel of the new line, Balneum Baby Basic. Strong engagement The users clicking on the banner were not, contrary to the standard model of advert emission, directed to the campaign’s landing page, but instead they were moved directly to a product page in the store. The pharmacy earned via emission and sales and simultaneously did not lose its hard-earned users. Coherent image The ePOS campaign made all the pharmacies update the product’s presentations (descriptions, photos), which let us introduce a coherent promotional policy of the brand in online stores. Online Presence Strategy of Balneum Baby Basic for Almiral Sp. z o.o. 31
    • Effects and testimonials • Summing up, the campaign’s reached nearly 5% of the users. • The adverts were displayed over 800 thousand. • The product sales grew considerably – even by 1200%. • Sales in the e-pharmacies increased by 400%. When introducing a new line of Balneum Baby Basic cosmetics to the market, we decided to target a precise group of addressees. One of our channels was the ePOS chain. After a month since the campaign had been launched, we noted a growth of interest in the promoted products, as well as sales increase. This mechanism let us lower the cost of the marketing campaign with the income form sales. The effect was brand awareness increase, confirmed by the purchases. An additional value that the ePOS chain gave us was getting new points to sell our products, where they had been absent before. – Marta Skiba, Marketing Manager OTC at Almirall Sp. z o.o The moment the advert started to be emitted, Balneum Baby Basic products started to be sold. – Apteka Zdro-vita.pl 32 Online Presence Strategy of Balneum Baby Basic for Almiral Sp. z o.o.
    • Complex e-Commerce Implementation for SOLAR Company Company is a Polish clothing brand. It has: • 80 chain boutiques, • 13 franchise boutiques (e.g. in Lubeck, Gent, Lviv) • 7 outlet stores • 120 members of external chain and 25 partners in the neighboring countries Goals The main goal was to make direct online purchase possible (regarding current collections, as well as the outlet). Moreover, two tactical goals were defined: • A tool for the offline clients. Creating shopping lists and the possibility to learn about a new collection before visiting the boutique. • A tool for the online clients. SOLAR boutiques are famous for frequent deliveries of new products. The e-store was supposed to make it possible to follow the new items in the collections, but also to find and buy products which are already unavailable in the boutiques. 33
    • The two above goals were chosen to support the ROPO effect (Research Online, Purchase Offline). As the surveys conducted in the fashion industry by Divante and IMAS International showed, the Internet directly influences as much as 6,5% of total sales. It means that 3,1% of purchases is made directly via the Internet and, what’s more, the Web is the decisive information source for the next 2,4% of purchases made offline. Fig. 20 The ROPO effect in the clothing industry Realization The project was implemented according to the following plan: 1. Gathering business demands 2. Interaction designing according to the UCD 3. Technical analysis and choosing integration path 4. Graphic designing 5. Implementation Fig. 21 The plan of project realization 34 Complex e-Commerce Implementation for SOLAR Company 6. Tests and release 7. Survey and optimization
    • After gathering the client’s business demands and conducting appropriate analysis, interactive prototypes of the system were prepared. Interactive prototypes demonstrate how the application is going to work, which allows for a confrontation of the designer’s vision with the expectations of both the client and the target audience for the service. Conceptual work on the prototypes makes verification of the ideas cheap and fast – in the subsequent phases of the project, the number of modifications diminishes. There were 9 different versions of interactive prototypes prepared. The work on the prototypes lasted 3 weeks. Fig. 22 Interactive prototypes were prepared in Axure Simultaneously with the designing process, integration with Microsoft Dynamics NAV was conducted. Microsoft Dynamics NAV is an integrated business solution for medium-size businesses. It supports finance management, budgeting, production, distribution, customer service management, e-business, advanced analysis (Business Intelligence) and control. Complex e-Commerce Implementation for SOLAR Company 35
    • Preparing the project of integration was the first step. Prepared in cooperation with the client’s IT department, it included the detailed description of synchronization mechanisms, security systems and data formats. The integration made two-way data exchange possible, including the number of products in stock, product features, orders. Testing the integration mechanism at an early stage of the implementation allowed us to map all the flaws and make sure they will not influence the application’s functioning. Graphic designing was based on the visual identification and according to the arrangement of the elements within the interactive prototypes. As usual in Divante, a single graphic line was prepared so as to focus on the best possible mastering the project, instead of on multiplying different versions. Graphic design does not compete with the photos of the products and the collection’s graphics. It serves as a frame for them. The creation of the graphic design was supervised by the SOLAR experts so as to guarantee consistency. Fig. 23 Graphic design 36 Complex e-Commerce Implementation for SOLAR Company
    • Storyboards for the initial animations were also prepared. Animations are synchronized with the changing collections (color palette, products). After the look&feel acceptance, graphic designs for the subsequent subpages were prepared. Graphic designing took 2 weeks. The store was released via a technologically advanced Divante platform based on a popular Open Source solution. Visit the Solar e-store: http://www.e-solar-company.com.pl/. Effects Right after launching the store, a number of orders were placed. Conversion rate jumped to 2,21% and an average order value boomed. Thanks to high usability standards, 68% purchases are made already during the first visit. After a month, as many as 15,9% purchases were fuelled by SEO. Complex e-Commerce Implementation for SOLAR Company 37
    • Sales Optimization in TUI Poland TUI Poland is part of the world’s biggest tourist concern – TUI Travel PLC – listed on the London Stock Exchange. TUI Poland owns 63 representative offices. A complex presentation of the offer is available on the website, which also allows for online reservations. The clients are also welcome to use the call centre. TUI’s offer includes: charter vacation, hotel reservations, flights, car rentals and much more. Goal The key project goal was increasing online sales, including increasing revenue from each single sum of money spent on marketing and introducing new traffic sources. Another desired goal was increasing the effectiveness of the online channel – more visible clients’ engagement, higher conversion rates. Strategy Our strategy covered increasing the new traffic, as well as its conversion. Actions: • Conversion optimization on the website. • Introducing new traffic sources and optimization of the current ones 38
    • Conversion optimization First, we learned about the business demands and technical limitations. Then we met with people responsible for the product, communication and preparing the offers, customer service, technology and development. Moreover, we did a thorough recognition of the branch, we read articles, reports and met with independent experts on the tourist business. Armed with this knowledge, we could make the next step – the analysis of the website. 2a. Statistics analysis 1. Demand analysis 2b. Expert audit 2c. Eyetracking tests 3. Conclusions and recommendations 4. Interactive prototypes 5. Graphic designing 2d. Expert consultations Fig. 24 The plan of website optimization Traffic analysis based on the statistics provided by Google Analytics let us detect usability and communication problems at a large scale – thanks to the statistic, we had hard data regarding particular elements and subpages. What is more, we were able to recognize the elements which were OK and did not need considerable modifications. The analysis, run by a couple of independent experts, allowed for the estimation of the Website regarding usability. Apart from detecting errors and problems connected with usability, we enriched the analysis with complex recommendations based mainly on the tourist industry. The goal of eyetracking test was to detect usability problems. Thanks to the equipment monitoring points of the biggest interest (sight fixation) on the website, we could observe what draws attention and what remains unnoticed. The test was qualitative. The eyetracker was rented from Eyetracking.pl. Apart from tests, analysis and reading a number of reports and articles, we followed the advice of our befriended experts from the tourist business. Conclusions and recommendations allowed us to come up with a new conception. Each tool was supposed to recognize a different fragment of the whole. Conclusions drawn from eyetracking tests confirmed earlier statistics and recommendations from expert analysis was a source of ideas for the designers. Sales Optimization in TUI Poland 39
    • Fig. 25 An exemplary heat map of the homepage during the first minute of the task to search for a given trip Fig. 26 Interactive prototype of the homepage Having gathered conclusions and recommendations, we started designing, which effected in interactive wireframes. We prepared over 20 prototypes and designed over 30 different looks representing key subpages. Once the interactive wireframes were done, we got down to create a graphic design. We wanted it to be fresh and modern, with a clear interface. According to the tests, search engine was the crucial element of the Website. It is responsible for guiding the majority of the users to the proper offer. In its previous form, the search engine was somewhat problematic, especially regarding nonintuitive options and the very way it worked. What was more, the search engine was not visible enough. 40 Sales Optimization in TUI Poland
    • We proposed some changes. The search engine is wider and takes exactly half of the page’s width. In the second part, there is a dynamically scrolled banner presenting the newest offers. It also serves as visual refreshment. We improved the search fields based on earlier analysis to make them more intuitive and effective. Fig. 27 Graphic design based on interactive prototypes Fig. 28 Old search box Fig. 29 Re-designed search box Sales Optimization in TUI Poland 41
    • Effects • Increase of user engagement (accompanied by the increase of page visits) »» Increase of an average number of pages per visit from 6,78 to 10,43 »» Increase of an average time spent on the Website from 4:12 to 4:56 »» Decrease of the bounce rate from 27,55% to 22,54% • Conversion (accompanied by the increase of page visits) »» Conversion rate grew by 150%. 42 Sales Optimization in TUI Poland
    • Automation Marketing for Willsoor Usually, a welcome e-mail that goes to the first-time e-store subscribers is a simple text message containing activation link. Most of the e-stores do not make use of this unique opportunity to encourage first purchase. The fact is that the possibility that a client will place an order diminishes every day and hour – and goes down by several dozen per cent within only a week. That is why for Willsoor, a producer of men’s dress shirts, we used the potential of the welcome e-mail designing it as a graphic sales message. Strategy The idea that guided us when planning the e-mail marketing campaign was: it’s much easier to convince those clients who are already engaged somehow. When new users enter the website and fill in the online form, they themselves make the first step in the direction of a purchase, so it is enough to help them make the final decision. Equally important to mobilization of the active clients is knowledge of their relations with the store. Just like in everyday life – some are still considering the purchase, others are regular buyers, and yet another group is just virtual “window shoppers”. Sending everybody the same message will not be effective. Shall we treat an unsatisfied client the same as we treat a potential buyer? Of course, not. That’s why we divided consumers into 3 groups: • Potential/new • Active/regular buyers • Inactive/dissatisfied 43
    • The above segmentation stems from the Life Cycle Marketing, which by analogy to a universal pattern of organism development in nature implements this scheme to analyze client-store relation from its origin to a possible death. It goes like this: • Getting clients’ attention (birth), • Teaching them what we have to offer (development), • Sometimes, losing some clients (death). In the case of Willsoor, our main objective was to get new clients, so we decided on two techniques: • Easy-to-fill pop-up subscription form • Welcome e-mail with 10% discount These methods were not only supposed to mobilize new users, but also build a list of subscribers. Let’s see if it worked. Building a list of subscribers In order to squeeze the best out of the e-mail marketing sales potential, the first step is to build a substantial list of subscribers. So we started off with increasing the number of subscriptions, which had been quite humble as for two years of the store’s online presence. The crucial change was introducing a pop-up subscription form. Following the best practices, the subscription form contained information about the 10% discount as an encouragement to subscribe and place an order. This much of a discount turned out the right choice and it was not even a month later when the list of subscribers got longer by 34%. In the case of Willsoor, we used a discount. But there are more options to be used, depending on a store: free delivery, gift coupons, gifts, contests. Some industries, like electronics, operate within hardly a couple of per cent of profit margin – 10% discount is then too much. Besides, e-mail marketing should be planned in a longer perspective. Many sellers want immediate results, expecting to earn already at the first transaction, while it is 44 Automation Marketing for Willsoor
    • Fig. 30 Pop-up encouraging subscription to the newsletter.Source: Willsoor.pl the loyal customers that earn us the most. If users come back to the store 3-4 times a year, one has to draw them back (even at the cost of profit margin) and the income will grow in time. With a pop-up, however, one has to be careful. Pop-up can get very frustrating. If we have many regular subscribed visitors, a pop-up showing up every time they visit a store can irritate and discourage them. In order to eliminate this, we applied a proper system of recognizing the returning visitors. The “cookies” saved in the browser make sure the pop-up will show up only once. We chose a simple, fast and very effective way to build the list of subscribers. Welcome e-mail Welcome e-mail is part of the Life Cycle Marketing described above. For the purposes of this case study, we shall focus only on the first phase of the relation with a client. The goal of the welcome e-mail is to convert potential buyers into regular visitors and encourage a purchase. As far as office workers following a formal dress code were concerned, we could be pretty sure they would come back and place frequent orders. The standard of customer service in Willsoor’s e-store is very high and the products themselves are made in Poland from top quality materials. Because of this, Automation Marketing for Willsoor 45
    • chances are a lot of new consumers will stay for good, having decided on the first purchase. That’s why the pop-up and welcome e-mail were supposed to encourage the potential clients before they change their minds and switch to a rival store. Each new subscriber got two messages: • activating • marketing According to GIODO standards and the double opt-in rule, the first message was just asking to confirm the subscription. Of course, two-stage subscription lowers the new subscribers’ rate but we preferred to make sure we had the right users on the list, those who truly identified themselves with the Willsoor brand. Fig. 31 Confirmation of the subscription 46 Automation Marketing for Willsoor
    • The second message was a way to say thank you for subscribing and to inform about the upcoming newsletters. It contained a discount code to be entered in a cart when finalizing the purchase. Because of the target group of the brand (35+), we decided for an infographic showing how to use the coupon. Large call-to-actions were supposed to encourage the first transaction. Fig. 32 Welcome e-mail Automation Marketing dla Willsoor 47
    • Efekty Between April 1, 2012 and June 30, 2012, we achieved the following results The number of visited subpages vs. the average visit time in the case of a tailored welcome e-mail and a standard newsletter: Welcome e-mail 15.37 6.9 Welcome e-mail The number of page views per visit Standard newsletter Standard newsletter 9:26 min 4:15 min o 123.4% more for a welcome e-mail The average visit time 103.21% more for a welcome e-mail The users coming from welcome e-mails spent twice as much time per visit, which makes the possibility of their placing an order considerably bigger. Percentage of page visits from welcome e-mail 3,37% Percentage income from welcome e-mail 14,07% Percentage of transactions from welcome e-mail 11,98% 48 Automation Marketing for Willsoor
    • Cart value compared to the store’s average 17,51% bigger Welcome e-mail conversion rate compared to the store’s average 255% bigger Welcome e-mail visit value compared to the store’s average 317,15 % bigger The above data confirm the initial thesis that the engaged users are easier to persuade into making the purchase decision. So they have to be identified and encouraged. After looking at the above data, we were surprised to discover this much traffic growth thanks to the welcome e-mail. It generated as much as 14,07% income, proving to be one of the crucial elements in the store’s structure. Both conversion rate and single visit value were bigger in the case of dedicated welcome e-mail than in standard messages. It demonstrates the potential of Life Cycle Marketing and corroborates the fact that it pays off to get to the active users first. Automation Marketing for Willsoor 49
    • Complex e-Commerce Service for Praktiker Polska Praktiker is an international chain of DIY markets with locations in over 10 countries. The first Polish one was built in 1997 in Janki, Warszawa. As for now, there are 24 in 20 cities. For Praktiker Poland, we run a series of e-commerce projects. Below, we describe the chosen ones. Recommendation engine Our cooperation with Praktiker started from implementing Quartic, a recommendation system, in the e-store Praktiker.pl Quartic is a system of personalized recommendations for e-business. Testing Quartic in Praktiker.pl lasted one month, which allowed us to tailor the solution for the individual needs of our client. Recommendations were presented on the homepage, on product pages, in the pop-up when adding products to cart and in the cart it self. A/B test: half of the users (cookie) visiting Praktiker.pl saw recommendations generated by Quartic, while another half received standard recommendations. Quartic results: • 12% increase in sales • 15% increase in the number of buyers See more on the Quartic recommendation system at www.quartic.pl. 50
    • E-mail marketing In a close cooperation between Quartic (recommendations) and Sendingo (e-mail marketing), we created a unique solution: sending personalized recommendations based on a user’s shopping history via e-mail. It means that each message contains a unique content tailored for a given addressee. And the whole process happens automatically. Already the first month of pro-active e-mail marketing was enough to show early positive results. The average value of a single order from an e-mail was over 37% bigger than the average order value from any other source, which means that e-mail sells more. E-mail marketing grounded on a solid contact list (active customers, newsletter subscribers, loyalty programs participants) becomes effective even after a short time. Under several conditions: well-balanced (especially as regards the number of e-mails) communication backed with the appropriate parameters, such as frequency and time of mailings, engaging content, professional design and the right segmentation of the addressees. The above data allow us to stay optimistic as far as supporting Praktiker. pl in the future is concerned. ROPO A positive side effect of the e-mail marketing for Praktiker.pl is also, without a doubt, the ROPO effect, whose definition is put in the “Cross-Industry ROPO Effect Survey” by Divante: “The ROPO effect (Research Online, Purchase Offline) describes a shopping behavior when a user searches for information about the product in the Internet and then purchases the product offline, in a real store.” Based on the number of times the users check products’ availability in stock, we can estimate a clear ROPO effect intensification – on average, by 2,5 times after our multichannel action called “Everything 20% Cheaper”. Apart from e-mail marketing, we used television, outdoor and promotion on the website. Thanks to solid contact base, well-planned mailing strategies and high quality e-mail designs, we reached over 27% opened messages rate, which is a rarity in the world of e-mail marketing. Of course, these statistics also mean that the number of orders placed online and in real stores increased, as well as the cart value. It is also worth to compare two different examples of mailing campaigns. The first one, “Praktikomania”, was sent to the registered e-store customers who had agreed to receive promotional messaged, while the other one, “Lighting gallery”, was dedicated for the newsletter subscribers. Complex e-Commerce Service for Praktiker Polska 51
    • Needless to say, more than 50% of the second group opened the e-mails, which once again point to newsletter subscribers as the most cooperative group as regards the effects per message. The share of e-mail marketing in the total income generated by the online channel reached 11,45%. The value of a visit prompted by e-mail marketing increased by 51,01% compared to an average visit. Unique product descriptions Divante continued to prepare dedicated and original product descriptions for all the items sold in Praktiker.pl Only within a month since the first descriptions had been published, the Google search traffic oriented at certain keywords increased by 120%. Sales of products with new, unique descriptions tripled. Additionally, 33% of total sales come from SEO. Complex e-marketing The successes mentioned above encouraged both parties to enter a continuous cooperation in online campaigns. Ideacto interactive agency supports e-marketing communication based on the character of Maciek Gajwer. Ideacto is responsible for e-marketing and social media marketing: • Blog – maciekgajwer.pl • Facebook – facebook.com/MaciekGajwer • Pinterest – pinterest.com/maciekgajwer • YouTube channel – yooutube.com/user/PraktikerPolska The secret of the character’s success lies in his skillfulness and positive life view. The communication is founded on a concept of giving the brand’s fans useful DIY tips. A lot of attention was paid to the blog, which was packed with a whole “kit” of practical “tools”, such as guides, checklists or instructions, helping even the beginners to master the basics of DIY. 52 Complex e-Commerce Service for Praktiker Polska
    • Fig. 33 Contest application. Concept and realization by Ideacto Mobile catalogue and ad papers Next step was to make it possible for each user to read the catalogue and the ad paper via: • online – website, newsletter • mobile – mobile devices (tablets, smartphones – which is new on the Polish market) A complex care of preparation, technology and development of the application was taken by Sendingo. At the moment, the paper and the catalogues can be reached via 7 channels: – WWW, mobile, tablet, e-mail, RSS, Facebook and Google+. Complex e-Commerce Service for Praktiker Polska 53
    • Fig. 34 Praktiker’s mobile newsletter as viewed on a mobile phone Fig. 35 Mobile catalogue – gazetka.praktiker.pl Testimonials In my opinion, there are two basic things that differ Divante from other partners that I have worked with before. First of all: passion. The people who I’ve had a pleasure to work with are experts in the field of both Polish and international e-commerce, always looking for new tools, trends and the best examples. What is more – and this is another thing that I appreciate so much – they are eager to share their knowledge and passion, with full engagement, to help companies like Praktiker develop their online retail channels. But most importantly, everything is planned to achieve the final goal – i.e. increase of sales and the return of investment. That is why for me, working with Divante follows the „win-win” model. They know that their client’s success is their own success, too. – Krzysztof Włodarczak, E-marketing Manager, Praktiker 54 Complex e-Commerce Service for Praktiker Polska
    • E-mail marketing for bdsklep.pl Bdsklep.pl is an online hypermarket from Białystok, Poland. It offers 10 thousand products of renowned products from Poland and Europe – mainly FMCG, supplied automatically. The reason the e-store decided to enter into cooperation with Divante and Sendingo was to increase sales. To build loyalty of the customers we used newsletter as a little-invasive form of marketing communication, ideal to present the dynamically changing offer. Planning and strategy Before it was commissioned to us, the store had been doing some e-mail marketing, at a small scale. Our task was to intensify the efforts and customers’ engagement, and also to teach the store’s team how to plan and run effective e-mail marketing campaigns. We proceeded according to the “stair strategy”of e-mail marketing which means the advanced solutions shall not be introduced before the elementary works had been done. Experience teaches that those are the small, simple elements and actions (title catch-phrase, call to action, simple design) that improve the results form mailings – each time one step up. Building the list of subscribers When building the list, we followed the rule of “permission marketing.” Only the store’s visitors were encouraged to subscribe because they are prone to buy more– so the campaign should focus on them. We used some proven methods: 55
    • • pop-up with discount for first shopping, • pro-newsletter website encouraging to fill in the newsletter’s subscription form in all the key spots. Fig. 36 A design for bdsklep.pl newsletter 56 E-mail marketing for bdsklep.pl
    • Newsletter promocyjny We sent the promotional newsletter following the best practices since the efficiency of e-mail marketing depends on: • a well-matched title, • clear layout, • proper coding of the message and converting the graphic design to HTML/ CSS, • the right call-to-action. Meeting all the above demands guarantees better delivery rate, open rate and CTR. Because bdsklep.pl had not been measuring the delivery rate, we could not compare the results of the previous and the improved versions of newsletter. The analysis of statistics of the first “improved” mailings indicated that we should delete some of the addresses – the list of subscribers had not been updated for a long time. Searching for the most effective methods E-mail marketing, apart from increasing brand awareness, helped target the customers in the real time,in the so-called “ready-to-buy –mode,” in their individual shopping cycles. The high frequency of mailing helped to sift for the active shoppers each time. Had they received no e-mail at the right time, they would not have place orders or they would have buy elsewhere. Comparing results of the single mailings proved that their effectiveness differs. The biggest popularity was granted to newsletters with ad paper, while the biggest sales force was free delivery (Tab. 1). Clicks Income Mailing with ad paper + 226% + 264% Mailing with free delivery + 206% + 476% Tab. 1 Greater efficiency of e-mails with ad paper and free delivery as compared to standard newsletters (source: Divante). E-mail marketing for bdsklep.pl 57
    • Despite the fact that the ad papers are treated like rubbish, they still invoke positive connotations: ad paper = lower prices. Free delivery ensures the clients that they do not pay extra money for delivery when shopping online, which is especially important in the case of FMCG-type of products, bought regularly. All the mailings included „product of the day”. Even if such a product is offered at a lower price, it brings income. First, the offer is just for one day – which enhances making the purchase here and now. Second, it enhances cross-selling – its lower price makes the customers add other products to compensate for the delivery price if it’s not free. Post-Christmas crisis At some point in the project we started to fear that right after Christmas sales would drastically fall, just like it had happened in the previous years. During this period the customers are less eager to shop (because they have plenty of food from Christmas and their budgets cut-down by the Christmas gifts). To reduce the risk, bdsklep.pl organized an attractive promotion right after the New Year. The customers were informed via newsletter. The effect was sales increase by 80,2% - compared to the most effective newsletters with ad papers and free delivery. 2011-11-01 - 2012-03-31 Income December 2013 January 2013 February 2013 Fig. 37 The income of bdsklep.pl in the post-holiday season in the years before and after cooperation with Divante Late purchase Google Analytics and newsletter statistics showed that half of the customers eagerly clicks on the mailings but does not buy anything. But, it turned out that their shopping cycle lasts longer. Having browsed the offer, they may want to consult their decision with someone else (e.g. husband or children). Or maybe they were interested in the bargain price of a product but they had lots of food in stock, which postponed their purchase. E-mail marketing had a very big impact both on direct and indirect sales – direct and sponsored conversion had very similar effects. 58 E-mail marketing for bdsklep.pl
    • Sum Income KW October November December January February March Fig. 38 Increase of direct and sponsored conversion (prepared by Divante) In Google Analytics, ca. 15% of the income comes from the source named „none”/ direct which has statistics parallel to the results generated by the users visiting the store via mailings. Unfortunately, Google does not make analysis easy and keeps that information for itself. It can only be guessed that a big portion of this is the newsletter’s subscribers. Effectiveness of the newsletter in FMCG industry Comparing income sources in the store proved that e-mail marketing is the most effective form of communication with the customers in online delis and hypermarkets. Google AdWords Price engine + 97,2% + 99,4% + 78,6% + 7,5% + 10,2% + 47,1% + 111,8% + 61,2% + 154,0% Bounce rate + 67,6% + 66,4% + 58,6% Pages/visit + 68,9% + 71,6% + 126,2% Visit time + 97,1% + 98,0% + 101,9% E-commerce rate Average cart value Single visit value Fig. 39 Increase of direct and sponsored conversion (prepared by Divante) E-mail marketing for bdsklep.pl 59
    • When the traffic sourceis newsletter, the bounce rate is considerably lower, while the number of pages per visit and the visit time is visibly lower. The conclusion may be that the users clicking on the e-mail are highly-aware consumers. When entering the website, they are purchase-oriented, which is why they spend much more time on it, are more eager to add products to cart and buy more often than visitors from other sources. Effects Half a year after employing an external partner, the sales from e-mail marketing grew by 382% and now constitutes over 15% of the total income. The newsletter has become the second biggest income source in the company. Indicators from typical bdsklep mailings, despite the high frequency of the mailings (more than once a week) are as follows: • openings – 7,58%, • clicks – 3,57%, • the contact list grewby 43% in 6 months (the key impact was the pop-up and active acquiring of the new subscribers by the bdsklep team). Key conclusions: • e-mail marketing is the most effective toolin online supermarkets, • the newsletter’s addressees are the most loyal customers, • building the base and well-used good practices bring the desired sales effects, • ROI inthe e-mail marketing reached 1800%. 60 E-mail marketing for bdsklep.pl
    • Product descriptions for vitalab.pl The owner of VitaLab.pl is the American company Natural Labs LLC which has been an expert in distributing high-class natural cosmetics worldwide, for years. Its international scope means access to the best offer of the producers – which is how they give the Polish consumers access to a carefully selected offer of top quality products, available in other European countries, also USA. Why have we decided on cooperation? In the times of the crazy Panda and Penguin – Google algorithms promoting quality content – creating unique content in e-stores becomes more and more important. Most often, it means creating original (non-copied) product descriptions. Such descriptions positively influence e-commerce, in two ways. First, their uniqueness is welcome by Google which makes the store and its products naturally promoted as “long tail” in SERPs. To sum up, quality descriptions= bigger traffic from SEO. Second, adequate descriptions sell more. To achieve that, they should have unique character. So, we use the so-called “language of benefits” and proper content arrangement to make it easier for the users to scan the text. In the case of vitalab.pl, its owners did a good job as well as SEO and unique descriptions were concerned because their generated substantial traffic. But the problem was unclear content layout and wrong use of sales phrases. 61
    • Goals and realization We started from tests to verify our predictions as to the unclear nature and low persuasiveness of the descriptions. On a group of products, we prepared new content and through Visual Website Optimizer, we performed A/B tests to determine which texts (ours or the client’s) worked better. Just to clear out: the A/B tests are tests that compare and indicate which version is better. In this case, we showed old and new descriptions. The traffic was normalized to make the survey authentic. The tests took 1 month. We analyzed three aspects: • placing an order (conversion rate), • adding a product to the cart, • performing an action on the website. Fig. 40 Old description on the left, new description on the right 62 Product descriptions for Vitalab.pl
    • Effects Vitalab.pl offers top-quality products and this is what we wanted to show in the descriptions. Knowing that the users scan the text instead of reading it, we formatted descriptions in such a way as to make it easier for the users to find the key words and aspects that drove them to buying. The tests proved our predictions right, the new texts clearly improved the results. Let’s take a closer look: Goal Adding a product to the cart Placing an order Engagment on the website New Old 10,93% 9,23% 8,79% 7,38% 21,09% 20,47% The new descriptions proved to work better with each of the above goals. The rate of the products added to the cart and the conversion rate grew by ca. 19%, while the engagement grew by 3%. What is equally important, summing up the whole work, ROI was as follows: ROI = income/cost x 100% It reached 2723% in only a month. To sum up, the conclusions are obvious: it pays off to invest in the unique content in a store because it considerably increases sales. It is worth noticing that this is a single investment whose effect will last in the subsequent months. Product descriptions for Vitalab.pl 63
    • Testimonials and effects We want to use our position of a leader in traditional commerce to become a key online player in the future. We have selected Divante and Ideacto as partners to outsource e-commerce services so that we do not disperse our main selling force outside the traditional channel which generates the majority of profits. Of course, we’re interested in systematic increase of income from the modern channel but we don’t want to hire a whole bunch of e-commerce specialists. – Marek Bugajski, Store Management Director at INTERSPORT Polska S.A. Since the beginning of wkreceni.pl, I try to bring in the best specialist and the most effective tools. So, Divante was an obvious choice. – Wojciech Milke, CEO, e-purpose Sp. z o.o. When buying media for our Christmas campaign we decided to add, as a little experiment, Divante’s solutions, to get to the unique target group and have adverts in e-stores where the consumers make their shopping decisions. The experiment paid off – the actions triggered by Divante generated bigger conversion and brought us more new users with lower costs. – Przemek Pluta, Country Manager Poland, PayPal Polska Sp. z o.o. 64 Testimonials and effects
    • Right after launching the store, a number of orders were placed. Conversion rate jumped to 2,21% and an average order value boomed. Thanks to high usability standards, 68% purchases are made already during the first visit. – E-store for SOLAR Company Conversion increased by 150%. The average number of pages per visit grew from ca. 6,78 to 10,43. – Redesign of TUI Poland All what we do is on purpose – we want to sell and get return of investment. So that’s why for me, cooperation with Divante works in the “win-win” model. They do know well that their Client’s success is also their own success. – Krzysztof Włodarczak, Online Marketing Coordinator at Praktiker Testimonials and effects 65
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    • Divante Sp. z o.o. Kościuszki 14 Street, 50-038 Wrocław, Poland Phone: +44 203 239 0354 info@divanteltd.com divanteltd.com Divante Sp. z o.o., Kościuszki 14 Street, 50-038 Wrocław, Poland, VAT identification number 8951930748, registered in the National Court Register under the number 0000313348, the National Court Register number given by Wrocław-Fabryczna District Court in Wrocław, VI Economic Department of the National Court Register, Initial Capital 58 000 zł, fully paid-up.