Conversion optimization (CRO), eMarketing and eMail Marketing, technology. Case study with lots of numbers.

2. Intersport
• INTERSPORT is the world’s biggest sports equipment retail sales
group, owning over 5400 stores in 40 countries, whose profts
exceed 10 billion euro.
• In Poland, INTERSPORT is the leader among sports equipment chain
stores, with 32 salons in 21 of the biggest Polish cities.
• The company gets awarded every year for dynamic development,
increasing its market value and as a reliable business partner.
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3. The starting point
• An active e-store based on a dedicated
solution
• Usability problems
• Low speed problems
• Advanced integrations
The plan
• Marketing optimization
• Conversion increase
• Optimization of technological
solutions
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4. Project goal
The project covered a number of e-commerce areas. Our major goal
was to increase sales by means of the online sales channel.
Our plan included:
1. Conversion optimization in the e-store – divided into
recommendation concerning the current store design and a total redisigning of the store’s mask.
2. Increasign e-commerce’s reach via SEM, e-PR, social media
preparing grounds for future sales marketing.
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5. Testing
What is importnant for the customer?
1. Brand reliability
2. A wide array of branded products
– including the store’s own brands
3. Product presentation
4. Easy purchase process
Apart from the wide offer, a quniqe added value is the possibility of personal pickup
in stores or express delivery.
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6. Home page
• Re-designed information architecutre
• Re-designed menu
• Horizontal two-level bookmark menu
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7. Product page
•
•
•
•
Two product page layouts – horizontal and standard
ROPO support – availability in stores
Availability
Free personal pickup in stores
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8. Shopping process
• Simplification
• Less steps to make when placing an order
• Easy payment and delivery choice options
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9. Shopping process
• No-registration shopping
• Benefits from registration
• Registration made part of placing an order
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10. Access to brands
• Highlighting the brands
• Brand-based search engine
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11. Additional mechanisms
• Members of the loyalty program are given discount coupons which
later can be used by simply picking them from the list.
• Information about free delivery appears together with the delivery
options – at the right place and time.
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12. Effective
recommendations
• Because of the type of business and the way the products are
searched, we introduced product rcommendations.
• The boxes recommend alternative products based on the historical
user data.
• We used Quartic recommendations system.
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13. What results
have we achieved?
• Conversion rate increased by 46,21%
• Pages per visit increased by 21,24%
• Server use decreased by 70%
– with the same traffic rate
• Loading speed increased by 40%
– for the end user
– according to Google Analytics
– For some pages, the loading speed increased even by 90%
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14. AdWords
•
Google AdWords campaign lasted
from mid-December 2011 to the end
of April 2012. The revenue was 11
time bigger than the spending costs.
•
Search engine campaign reached
CTR 16,60%.
•
The average click cost was between
0,15-0,19 zl.
•
The campaign has become the
second biggest sales profit source in
the e-store.
•
After the campaign Intersport
decided to continue working with us.
The company proposed a payment model
based on the netto profit margin, which
satisfied both parties
Marek Bugajski, Stores Management
Director INTERSPORT Polska S.A.
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15. Revenue
ROI according to GA
(Income / Cost)
500% - 2000%
Long-tail
campaign
progress
Budget
Time
Purchase
decision
Customer Acquisition Cost (CAC)
Optimization
Traffic quality
decrease
Business profitability
Konwersja
Usability optimization
Quartic
recommendations
Conversion Rate (CR)
Loyalty
+ Lifetime value (LTV)
Building
contact list
eMail
Marketing
by
Sendingo
Social Media
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16. Range of works
•
Complex service
•
E-marketing strategy
•
Ad creations
•
Analysis and design
•
Social Media
•
SEO and SEM
•
Internet auctions
•
E-commerce implementation
•
E-weekly ad
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17. Strategy
New users
Loyalty
E-mail marketing
11 x bigger
revenue than cost
Conversion
+ 46% increase
thanks to
usability optimization
More effects in less time!
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18. Success-fee
What you pay = sales provision
CLIENT
• Realization of
orders
• Marketing
budget
DIVANTE
• Technology
• Optimization
• E-marketing
SCALE EFFECTS
• Constant
increase
• Creativity
• Risk-free increase
• Constantly
motivated partner
• Focus on the offer
• Scalable business
• Long-term learning
process
• Long-term
investment planning
• No need to
„control”
• Cooperation
between our clients
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19. Contact
Tomasz Karwatka
tkarwatka@divante.pl, 500 079 624
Divante Sp. z o.o.,
ul. Kościuszki 14, 50-038 Wrocław, tel. +48 71 342 24 06, e-mail: divante@divante.pl