Example Analysis

1. Elite Toy Stores
Quarterly Report and Review
Analyst – Joel Benavidez
September 2012

2. 2
Business Objectives, Goals and KPIs:
Business Objective: Increase Revenue
Goal: Increase high-ticket item sales
KPI 1: Increase Average Order Value
Target: > $150
Segments:
 Orders Value > and < $100
 By Traffic Source
Business Objective: Increase Site Visitors
Goal: Increase Visitor Value
KPI 2: Search Ranking
Target: Rank Page 1 SERPs
Segments:
 Non-branded Keywords
KPI 3: Per Visit Value
Target: Visit Value >$1.50
Segment:
 Traffic Source
Business Objective: Increase Visitor Engagement
Goal: Increase Visitor Loyalty
KPI 4: Landing Page Visits
Target: Engagement Rate > .05
Segments:
 Landing Page with Key Activities

3. 3
EliteToyStore.com Dashboard
TOP 3 GROWTH OPPORTUNITIES:
 Launch a birthday club. Observation dictates that
parents are willing to spend more for gifts after
the holidays. Birthdays occur throughout the
year and offer an advantage over competitors to
increase engagement and lift average order value
as seen in August 2012 with a single product
purchase of $6,200.
 Launch a Daily Deals Notification program with deals that
change every day. Impacting the first quarter after the holiday
season will make a significant impact on revenue in 2013 by
understanding patterns and trends with buying behavior.
 Launch a high-ticket monthly deals program with monthly
email notification. Loyalty and visit frequency with this
incentive along with a Lay-away program and Birthday club
can help parents to plan for big expenditures and increase
their spend level.

4. 4
KPI – Average Order Value
Goal – Increase Online Store Sales – Increase high-ticket item sales
Source: GA – Sept. 2011 – Aug. 2012
Highlights:
1. The average order value by items purchased became evident as important to driving online
sales. For the past 6 months, order value greater than $100 by a single quantity item sales
resulted in over 75% of revenue when measured against average order value below $100.
In the month of August a single purchase item accelerated this, which was in the product
type of a Ride on Toy for $6,200.
Source: GA – March – August 2012

5. 5
2. In the top revenue producing brands and categories ride on toys delivered 63% of
revenue and obtained the highest average value per purchase.
3. When observed over a 12 month period that included the past holiday season, the
order value increased over time peaking in August. Quantity remained steady
over the same time period. As an observation, although quantities rise over the
holidays the order value dips. Parents may be more inclined to purchase high-
ticket items for birthdays versus Christmas/Holidays.
Recommendations:
1. Launch a birthday club. This would be a critical development in two ways. First, it
would allow parents to plan ahead with a special purchase discount offer on a single
item. Second, this would engage parents via notification for each child in the
household and created enhanced loyalty.
2. Launch a monthly Deals notification for high-ticket items. Deals notifications
would increase visits to the site to check on a deal of interest and increase valuable
direct traffic.
Impact:
Average order value >$100 represents 75% of sales. With the recommendations,
parents could plan to spend more on birthdays or special occasions with these
incentives with their appreciation. This would further increase high-ticket item sales.
Over a 6-month period, a 5% increase in average order value, even with discounts
through the birthday club and deals, we could increase monthly revenue by

6. 6
KPI – Per Visitor Value
Goal – Increase site visitors – Visitor value by traffic source
Source: GA – Sept. 2011 – Aug. 2012
Highlights:
1. Visitor Value is 56% versus total visits for the past 12 months.
2. Google greatly contributes to acquired site traffic and revenue, organic is far
more valuable.
3. Direct Traffic is also valuable representing 14% of total revenue over the past
12 months.
Recommendations:
1. Develop increased optimization for more keywords based on products,
product category and non-branded term.
2. Develop paid search campaigns for Yahoo – the conversion for Yahoo organic
is highest – 1.55% - outside referrals from Elite. Until optimization increases
Yahoo paid is an excellent way to increase the visitor value.

7. 7
KPI – Search Ranking
Goal – Increase site visitors – Rank on page 1 in SERPs – Non-branded KWs
Source: Google Search, Aug. 2012
Highlights:
1. The search opportunity shown as peaks and valleys for search surrounding the
two critical brands Calico Critters and Classroom Jeopardy along with critical
product category ride on toys matches the sales cycle of Elite Toy Store.
2. More interesting is the increase in search in August for ride on toys. Ride on toys
is showing an increase in search traffic from after the holidays through summer.
Source: Google Insights for Search
Source: GA – Sept. 2011 – Aug. 2012

8. 8
Recommendations:
1. Develop site optimization for non-branded keywords starting end of
September to time for indexing in advance of the holiday season.
2. Develop a landing page for Monthly Deals for high-ticket items and include
H1 tags, and alt tags for photos.
3. Invest in CPC non-branded keywords for product category ride on toys and
critical brands Calico Critters and Classroom Jeopardy in Bing and Yahoo in
addition to Google.
Impact:
1. The holiday season starts in October for critical brands and keywords. It will be
easy to see the impact in site visitors.
2. The monthly deals exposure will help in sales past the holiday season and it will
be easy to see the impact of deals sales monthly by comparing them to the
previous year.
KPI – Landing Page Visits
Goal – Increase Engaged Visitors – Engagement Rate > .05
Highlights:
1. Key landing pages that are frequently visited in addition to learning about a
product are Site Search, Product Reviews, Email a Friend (product page level),
Account Registrations, Lay-away terms, Contact Us, Deal of the Day and the
ultimate outcome, Orders Placed. These site facilities are relevant to the buying
process of visitors. They represent tasks but also important information (lay-
away & Deal of the Day) to making a purchase decision.

9. 9
2. Early in the year, there appears to be a heightened Deal of the Day interest
coming off holiday spending. Its opposite for Site Search. Greater interest in
Site Search leading away from holiday bill paying.
3. The engagement rate helps identify the importance and timeliness of these
specific site visits and interactions. Site visits fluctuate but creating optimal
engagement means the engagement rate –visits/engagement pages =
engagement rate – should target >.05 to maximize visits and revenue
outcomes.

10. 10
Recommendations:
1. Prepare this year for after the holiday season with an emphasis on Deal of the
Day throughout the first quarter with Deals under $15 that actually changes
daily.
2. Add to the Deals quadrant a sign up to receive daily deals
notification with a ‘Deals Sign Up’.
3. Use of Site Search could indicate that it’s challenging to find
an ideal gift for birthdays or special occasions. Deals of the
Month for high-ticket items would be helpful here along
with the birthday club sign up previous mentioned.
Impact:
1. The additional sign up opportunities with Daily Deals,
Monthly Deals and Birthday Club would should be tested and
added as tasks to increase engagement rate. Engagement rate and orders are
highly relevant but these incentives would also increase loyalty and increase
purchases in the months after the holidays.
2. These need to get in place by the end of October to leverage the increased site
traffic.
Source: Compete.com – Aug. 2011 – Jul. 2012
3. Competitor’s traffic patters similar to Elitetoystore.com– apinkprincess.com,
thebeanbagstore.com and thetoyhunt.com – none of which have a Birthday
Club. Only Toy Hunt has a deal as “Featured Item” at a $.29 price point. Adding a
Birthday Club would impact an advantage over competitors along with a better
price point Daily Deal (that changes daily) and a high-ticket item Monthly Deal.