a publication fromcustomer story:MeasuringSuccessBeyondConversionRates
AboutDeltaFaucetDelta Faucet Company is one of the world’s leading manufacturers ofbranded kitchen and bathroom faucets. T...
DeltaFaucet:MeasuringSuccessBeyondConversionRatesEven when a company’s focus isn’t on traditional ecommerce conversionrate...
TargetingTwoPowerfulCustomerSegmentsSegmenting visitors, such as showing new visitors a specific offer whilereturning cust...
The website experience for homeowners is geared toward helpingthose visitors make informed shopping decisions about Delta ...
CapitalizingonTV-DrivenTrafficDelta often runs television commercials during college football and NFLgames, and the commer...
Data-DrivenDecisionsLeadtoWebsiteWinsMetrics matter, and that’s been particularly true for Delta and Hansonwhen it comes t...
For instance, during one of the metrics reviews, the company noticed the“Where to Buy” section of the website wasn’t getti...
“When we first looked for a website testing and optimization vendor, wedid consider other solutions. But we’re happy we we...
©2013 Monetate Inc. All Rights ReservedExpert Optimization ResourcesValuable case studies, eBooks, white papers, webinars ...
Upcoming SlideShare
Loading in...5
×

Delta Faucet: Measuring Success Beyond Conversion Rates

376

Published on

Find out how one of the world’s leading faucet innovators creates targeted website experiences for two valuable customer segments in order to deliver the most relevant content and drive metrics beyond conversion.

Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com/resources

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
376
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Delta Faucet: Measuring Success Beyond Conversion Rates

  1. 1. a publication fromcustomer story:MeasuringSuccessBeyondConversionRates
  2. 2. AboutDeltaFaucetDelta Faucet Company is one of the world’s leading manufacturers ofbranded kitchen and bathroom faucets. The company was founded in1954 by Masco Corporation with the debut of a single-handle faucet. Now,Delta Faucet Company manufactures Delta, Brizo, and Peerless brandedproducts.The Delta brand is committed to combining style with innovation to bringbeautiful, functional faucets and valves to life. Delta’s product offeringsinclude magnetic docking spray wands, touch faucets, and sealed valvesthat help faucets last for millions of uses.AboutHanson,Inc.Hanson, Inc. is a full-service digital agency offering interactive solutionsthat build connected experiences. From strategy to execution, the agencyis focused on building deep customer relationships that drive brandengagement.Measuring Success Beyond Conversion Ratesa monetate customer story | 2
  3. 3. DeltaFaucet:MeasuringSuccessBeyondConversionRatesEven when a company’s focus isn’t on traditional ecommerce conversionrates, metrics are still critical to improving the bottom line.Caseinpoint:DeltaFaucet,oneoftheworld’sleadingfaucetmanufacturers.Delta uses Monetate to personalize its website in ways manufacturersused to only dream about. From data-driven segmentation and targetingto innovative real-time website campaigns, Delta’s incredibly effectivestrategy delivers relevant website experiences that make it easy for visitorsto find what they are looking for quickly.“We aren’t an ecommerce website, and we don’t sell anything. So thequestion becomes: How do you measure success?” says Fred Barendt,director of interactive marketing at Delta Faucet. “So for us, it’s all aboutthe user experience and meeting their expectations. Our goal is to helpour visitors find the page they’re looking for in two to three clicks.”Rather than focusing on metrics like time spent on the website or howmany pages a visitor views, Barendt says Delta wants to ensure visitors getto the right page.“We find Monetate incredibly valuable for A/B testing and optimization,”says Barendt. “Of course, there are a lot of things we want to do on thewebsite, but we need to discover what’s working and what’s not. Monetatehelps us find out if people coming to the Delta website are finding whatthey need.”And Barendt isn’t the only one who sees the value of Monetate. LeslieMohn, director of user experience architecture at Hanson, Inc., Delta’sdigital agency, uses Monetate on behalf of the manufacturer to executedigital campaigns and website experiences that are resonating withwebsite visitors.“From Hanson’s perspective, Monetate is so valuable,” Mohn says.“Monetateiseasytouse,andit’sopeningupsomanydoorsandpossibilitieswhen it comes to website testing and optimization.”Measuring Success Beyond Conversion Ratesa monetate customer story | 3
  4. 4. TargetingTwoPowerfulCustomerSegmentsSegmenting visitors, such as showing new visitors a specific offer whilereturning customers see another, is a best practice that many marketersrely on.But Delta is taking segmentation to the next level in order to deliverthe most relevant experience possible for two of its biggest customersegments: consumers who are interested in purchasing faucets in-store,and professionals who are selling faucets to their customers.“Our website has a few different paths because we don’t know for surewhich path a visitor wants to go down the minute they show up on thewebsite,” says Barendt. “Our website is a doorway into a professional orconsumer experience. And we’re using Monetate to allow visitors tochoose their path.”Delta is able to determine whether a visitor has been to the website before,and whether or not the visitor is a homeowner or a professional. Thanks toa prominent “View As” button on the homepage, new visitors can selectwhich version of the website they’d like to see, and a cookie rememberstheir selection on future visits.Based on that information, Delta serves entirely different websiteexperiences and messaging to these two valuable segments.Delta Faucet offers two different website experiences for consumer and professional visitors.Measuring Success Beyond Conversion Ratesa monetate customer story | 4
  5. 5. The website experience for homeowners is geared toward helpingthose visitors make informed shopping decisions about Delta productsand offers, while professional visitors see more products, and specificmarketing content related to those items (i.e., logos, product data), as wellas an online ordering system.Having the ability to speak directly to the needs of these two segments ina targeted way has opened the personalization floodgates for Delta, andthe company plans to make its segmentation even more relevant.This is a great example of why Monetate is so important for both Delta andHanson. We love being able to target our messaging, and our next step is towork on even deeper targeting,” says Mohn. “Next, we’re aiming to targetnew versus returning visitors within our homeowner and professionalsegments so we can personalize at an even more granular level.”With Monetate, I see a report on significanceevery day. That’s data that’s real time. We’re ableto look at data very quickly and uncover howeffective our overall marketing strategy was.-Fred Barendt, director of interactive marketing, Delta FaucetMeasuring Success Beyond Conversion Ratesa monetate customer story | 5
  6. 6. CapitalizingonTV-DrivenTrafficDelta often runs television commercials during college football and NFLgames, and the commercials have done an excellent job of driving trafficto the company’s website.But just bringing traffic to a website isn’t enough. And while a traditionalecommerce company would focus on getting that traffic to convert, Deltais focused on getting that traffic to engage with its brand.Delta and Hanson set up banners on the website ahead of time for gamesduring which a commercial would run. Then, for the duration of the game,website visitors would see the products that were promoted during thecommercial prominently featured on the website.“Our TV ads are focused on our H2Okinetic® Showers,” says Barendt. “Soonce we get someone to the website as a result of those ads, we want tomake it as easy as possible for that visitor to find more information, watchvideos, look at installation information, or go to a product detail page.”Delta is seeing an increase in website traffic and URL events related tothose pages. In addition, there’s been a spike in visitors getting to theproduct detail page, which is a big win for the company.“If we can get a visitor to a product detail page, that’s a form of conversionfor us,” says Barendt. “If a visitor gets that far into the website, that’s apretty great thing for us.”The strategy was so effective that the campaigns also ran for NCAAbasketball games during the Big Ten Men’s Basketball Tournament“We know people are interacting with that additional content,” says Mohn.“And that’s exactly what we want: deeper engagement with the content,the products, the brand.”Delta Faucet echoes its TV advertisements during major sportingevents to make sure visitors find what they are looking for.Measuring Success Beyond Conversion Ratesa monetate customer story | 6
  7. 7. Data-DrivenDecisionsLeadtoWebsiteWinsMetrics matter, and that’s been particularly true for Delta and Hansonwhen it comes to understanding customer behavior on the website andhow to capitalize on visitor traffic.Thanks to quarterly metrics reviews, Delta keeps a very close eye on itswebsite data, and then springs into action if there’s a number that doesn’tsit right. And that’s also where the company turns to Monetate.“Data is important to us,” says Barendt. “We’re able to look at what userswere presented with and what the result was. Did more visitors like VersionA or Version B? With Monetate, I see a report on significance every day.That’s data that’s real time. We’re able to look at data very quickly anduncover how effective our overall marketing strategy was. When we put anad out there, whether it’s on TV or in print, we can look at these numbersand discover not only new information about the website, but also theeffectiveness of our overall advertising strategy.”I see Monetate as a key player in our mission totest our website and optimize the user experiencefor our visitors.-Fred Barendt, director of interactive marketing, Delta FaucetMeasuring Success Beyond Conversion Ratesa monetate customer story | 7
  8. 8. For instance, during one of the metrics reviews, the company noticed the“Where to Buy” section of the website wasn’t getting enough traffic.“One of our goals is to get people to that section of the website,” saysBarendt. “And sometimes, the way a section of a website is displayedmight not be enough to drive that traffic. So we’re testing different waysto make that section stand out, including different graphic treatments anddifferent locations to see what works best for our visitors.”In order to increase the amount of visits to the page, Delta and Hansontested different visual treatments of the “Where to Buy” button. Deltaconducted an A/B/n test for both homeowner and professional visitorsegments, pitting two versions of the button against a control.Within a few days, there was a clear winner for the professional buttonoption, resulting in a dramatic increase in visits to the section of thewebsite for that segment. After a few weeks of monitoring the results,Delta saw clear winners for both segments.“This is another example of why our experience with Monetate has beengreat,” says Mohn. “Monetate makes it so much easier to understand whatvisitors want and uncover quick wins. Usually, we’d have to do customwork to launch these features and campaigns. Thanks to Monetate, wecan often launch those ideas within minutes. And then we have specificmetrics that allow us to say: This reduced bounce rate. Having that kind ofdata helps us set the stage for future improvements and enhancements tothe website.”Aspartnersintheeffort,bothHansonandDeltaseeMonetatecontributingto Delta’s overall goals.A/B/n testing helps Delta Faucet uncover the best way todrive traffic to the Where to Buy section of its website.Measuring Success Beyond Conversion Ratesa monetate customer story | 8
  9. 9. “When we first looked for a website testing and optimization vendor, wedid consider other solutions. But we’re happy we went with Monetate. Itwas easy to use and helps us provide customized user experiences usingone tool,” says Barendt. “We’re now opening Monetate up to pretty muchall of the folks in our marketing department and brainstorming to discovernew things we can try. I see Monetate as a key player in our mission to testour website and optimize the user experience for our visitors.”Just as Delta has been a leading faucet innovator, the manufacturercontinues to innovate online through segmentation, echoing its televisioncommercials, and using data to deliver exactly what its customers want.Monetate helps us find out if people coming tothe Delta website are finding what they need.-Fred Barendt, director of interactive marketing, Delta FaucetMeasuring Success Beyond Conversion Ratesa monetate customer story | 9
  10. 10. ©2013 Monetate Inc. All Rights ReservedExpert Optimization ResourcesValuable case studies, eBooks, white papers, webinars & infographicsmonetate.com/resourcesRequest a DemoCall 877-MONETATE (US) l 484-323-6313 (around the world)demo.monetate.com1-877-MONETATE | 484-323-6313monetate.commonetate.com/twitter monetate.com/linkedinmonetate.com/facebook
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×