Redleafdigital - BAT KPI document proposal and submissin
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redleafdigital - deliver a KPI document for BAT assessing key KPI performance
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Redleafdigital - BAT KPI document proposal and submissin
- 1. Task ECOMMERCE GROWTH STRATEGIES SINCE 2008 Can you develop a key KPI pack and assess the health of the customer database?
- 2. Draft KPI doc 2018 1 – Performance 2 – Channels 3 – KPIs 4 – Other
- 3. Performance – Unit sales 65353 73293 62884 63723 68291 64533 0 10000 20000 30000 40000 50000 60000 70000 80000 January February March April May June Total Unit sales 2017 2018 Unit sales up 21% YOY 398k v 321k Kits + 18% Liquids + 77% Carts - 23% Accessories - 5% Total unit sales
- 4. Performance – Revenue £502,051 £498,690 £475,771 £471,406 £493,205 £460,837 £0 £100,000 £200,000 £300,000 £400,000 £500,000 £600,000 £700,000 £800,000 Jan Feb March April May June Total Revenue sales 2017 2018 Revenue up 8% YOY £2.9 mill v £2.7 mill – driven by: Kits + 20% Liquids + 78% Carts - 24% Accessories - 3%
- 5. Performance – liquids £0 £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 Jan Feb March April May June Liquids 2017 2018 2017 saw limited number of promotions No long-term offers were run – 6 for, 10 for etc. Increased offers driving up units per order
- 6. Performance - kits £0 £5,000 £10,000 £15,000 £20,000 £25,000 Jan Feb March April May June Kits 2017 2018 Big Photon discounts in early 2018 saw sales of 443 in January, dropping to 151 in February at full price. Strong growth in Beginners kits More advanced kit range in 2018 than early 2017
- 7. Performance – Carts £0 £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 £350,000 £400,000 £450,000 £500,000 Jan Feb March April May June Carts 2017 2018 Exceptional Jan - £188k discount 33% / 20% off drove Jan activity on cart customers TPD / 24 mg discounts to May 2017 Stock issues 2017 – cart customers affected primarily Subsequent drop in returning customer orders
- 8. Performance – Accessories £0 £20,000 £40,000 £60,000 £80,000 £100,000 £120,000 £140,000 Jan Feb March April May June Accessories 2017 2018 Limited range of products – few sub-ohm coils. Biggest drivers are cartomizer batteries and clearomizers.
- 9. Peformance – Unit sales mix 0% 20% 40% 60% 80% 100% 120% 1 2 3 4 5 6 7 8 9 10 11 12 Chart Title carts liquids kits accessories
- 10. Performance – Discount Discount levelling off at 15% WOW Earlier increases – multiple offers Plan Discount to 15% Streamline offers Loyalty program changes 0% 5% 10% 15% 20% 25% 30% 35% Discount % 2018
- 11. Performance – Units per customer 0 2 4 6 8 10 12 Units per customer All units p order Total units per customer up 38% YOY (8.5 v 6.1) Increasing deals, 3 for, 10 for, etc have driven growth Strong liquid growth primarily driving
- 12. Performance – Budget 2018
- 13. Performance – Key messages Unit Sales – up by 21% YOY Revenue – up by 7% YOY Units per order – up by 38% YOY Growth driven by Liquids (77%) and kits (18%) Discount % pulling back to target 15 Liquids / Kits driving growth Will not meet target £6.3 mill
- 14. Channel – Organic traffic
- 15. Channels – Direct traffic 0 2000 4000 6000 8000 10000 12000 14000 16000
- 16. Channels – SEO More phrases ranking More indexed content More referring links More visitors can see our terms Reflected in Non Brand traffic June 2018 September 2017
- 17. Channels – Key messages Brand traffic – has declined YOY without brand activation (-39% YOY) Direct traffic – continues to decline as per same reasons as brand (-13% YOY) Non Brand traffic – increase of 22% YOY from decline (Investment) Non Brand increase is offsetting loss in Brand and Direct traffic
- 18. KPIs 12 month growth = -25% 6 month growth = 2% 12 month decline = -22% 6 month decline = -34% 12 month decline = -39% 6 month decline = -16% 12 month growth = -33% 6 month growth = -11% 0 2000 4000 6000 8000 10000 12000 14000 July August September October November December January February March April May June Consumers lapsed 2017-18 2016-17 0 200 400 600 800 1000 1200 1400 July August September October November December January February March April May June Consumers placed 2nd order 2017-18 2016-17 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Consumers gained 2017-18 2016-17 0 500 1000 1500 2000 2500 3000 3500 July August September October November December January February March April May June Consumers at risk 2017-18 2016-17
- 19. KPIs 12 month growth = -39% 6 month growth = -33% 12 month growth = 20% 6 month growth = 20% 0 5 10 15 20 25 Conversion rate 2017-18 2016-17 12 month growth = 67% 6 month growth = 124% 0 500 1000 1500 2000 2500 3000 3500 Leads acquired 2017-18 2016-17 0 20000 40000 60000 80000 100000 120000 140000 Traffic 2017-18 2016-17
- 20. KPIs – Key messages Gaining more new customers YOY Losing less customers YOY Increasing conversion rate YOY Significant Lead increase YOY Traffic challenge (Brand and Direct) 2nd orders challenge (but improving)
Editor's Notes
- Units sales increases up 21% YOY – driven by 77% increase in Liquids sales Liquids sales – driven by multiple deals / 3 for / 6 for etc – not new product coming through Less blanket offers vs more targeted offers – greater relevance via CRM February – multiple promos running to drive biggest MOM increase – impacted discount April pulled back promos but maintained increase in Units per Order – maintain rev growth Despite traffic drop
- In terms of Revenue growth - *% YOY growth despite drop in traffic to site We are getting more out of our existing customer base as new customer numbers have dropped Revenue stabilising MOM as we have pulled back promotions – eg last June running 25% off VIP and 10% off Vaping kits but matching sales (With 33% less traffic to the website)
- Liquids Better trading – getting more out of existing base Limited offers in 2017 / better offers increasing Units p order Unique orders increase of 19,755 – 52% Unique Customers increase of 5,539 – 28% Average Orders per customer increase of 0.37 – 19% First Orders 2017: increase of 2,871 – 78% Kits All kits growing aside from Intermediate (eg stopped selling cool fire mini etc) beginner kits up 51% Photon sales strong 2018 v 2017 driving Beginner plus better range for Advanced kits Beginner Unique orders 2017: 2,219 Unique orders 2018: 3,528 increased by 1,309 – 59% First Orders 2018: 1,246 increase by 699 – 127.8% Intermediate Unique orders 2017: 846 Unique orders 2018: 627 decrease by 219 – 25.8% (some coolfires discontinued (battery issue – been in warehouse ages) First Orders 2018: 205 increase by 12 – 6.2% Advanced Unique orders 2017: 244 Unique orders 2018: 409 increase by 165 – 67.6% First Orders 2018: 222 increase by 155 – 231.3%
- Liquids Better trading – getting more out of existing base Limited offers in 2017 / better offers increasing Units p order Unique orders increase of 19,755 – 52% Unique Customers increase of 5,539 – 28% Average Orders per customer increase of 0.37 – 19% First Orders 2017: increase of 2,871 – 78% Kits All kits growing aside from Intermediate (eg stopped selling cool fire mini etc) beginner kits up 51% Photon sales strong 2018 v 2017 driving Beginner plus better range for Advanced kits Beginner Unique orders 2017: 2,219 Unique orders 2018: 3,528 increased by 1,309 – 59% First Orders 2018: 1,246 increase by 699 – 127.8% Intermediate Unique orders 2017: 846 Unique orders 2018: 627 decrease by 219 – 25.8% (some coolfires discontinued (battery issue – been in warehouse ages) First Orders 2018: 205 increase by 12 – 6.2% Advanced Unique orders 2017: 244 Unique orders 2018: 409 increase by 165 – 67.6% First Orders 2018: 222 increase by 155 – 231.3%
- Carts Strong discounting last year drove exceptionally high cart sales (33%, 20% off carts) £188k of discount was applied to carts – 33% drove higher than normal Cart sales Actual drop in carts after removing discount = 13% drop in carts YOY TPD 24 mg discounting also to May 17 / Pre TPD Warehouse Stock issues May and end Summer – lost some customers Cart % share of categories drop from 60% 2016 to 39% 2018 Sales stabilising v LY May / June – first orders stabilising / increasing Accessories Ltd range of accessories Customers confused re Compatability (feedback) Education piece re what goes with what (coils go with Kit, Tanks go with kit) Compatability Matrix – range review – will see positive YOY increase
- Carts Strong discounting last year drove exceptionally high cart sales (33%, 20% off carts) £188k of discount was applied to carts – 33% drove higher than normal Cart sales Actual drop in carts after removing discount = 13% drop in carts YOY TPD 24 mg discounting also to May 17 / Pre TPD Warehouse Stock issues May and end Summer – lost some customers Cart % share of categories drop from 60% 2016 to 39% 2018 Sales stabilising v LY May / June – first orders stabilising / increasing Accessories Ltd range of accessories Customers confused re Compatability (feedback) Education piece re what goes with what (coils go with Kit, Tanks go with kit) Compatability Matrix – range review – will see positive YOY increase
- Carts – decline matches drop in brand traffic Cat mix drop from 2016 – 60% to 39% Beginning to see recovery post Oct stock issues
- Discount now pulled back to target 15% with targeted emails and no blanket sitewide offers Possible to further pull back with loyalty program changes Maintaining discount
- YTD units purchased per customer has increased by 38% YOY Increasing deals are driving this growth – particularly across liquids Cart offers also drove increased units per order
- Reforecast to £5m with pull back on promos and drop in brand / direct traffic to the website No brand activation activity to drive growth re brand Budget plan focus on Increased non brand SEO AOV increase Conversion increase
- Brand has been in decline and levelling off (looking for VIP) Non brand has been increasing (Looking for Ecig) – half that of brand so recovery not equal to decline in brand
- Direct traffic has declined by 13% YOY BUT stabilised at 10k sessions pm – brand activation will drive traffic up Directly related to drop in Brand traffic – needs brand activation to get consumers on board
- SEO has been improving for non brand – and has offset loss in brand traffic In 6 months to date Organic search has dropped YOY by 8% BUT first 10 days of July it is now +16% (1st month in 1.5 years its more) This chart shows: 1 - We have more phrases ranking now than September – plus with outreach / link building, we have more links from high quality sites 2 – We have more indexed content now than September – plan to increase 3- With link building / Outreach, we are getting more links from high DA sites (Note - we review backlink profile of Blu, Ecig and Etobacconist – some spammy links which are not good – we only target quality links) 4 – With more phrases ranking, more prospective customers are seeing VIP in search results 5 – With more prospective custoemrs seeing us, we get more traffic (improvement in Non Brand traffic shown earlier) 6 - Focus stage 1 – ecig, e-liquids, carts, vaping – stage 2 further investment in vape terms (with new site redesign, content, revised Vaping sections to get more Vaping tradffic etc) BUT – this does not offset brand / direct decline
- Positive customer growth – despite 33% less traffic 2% growth YOY – vs -45% LY We are also losing less customers – over 12 months a 22% drop in customers at risk - 34% over 6 months – same with Lapsed Lapsed spike LY was the result of a PHTONB giveaway the previous Xmas (16) – 88% of orders given free and never came back to shop 2nd orders – improving but still challenge – 4 week ECRM program / shift to in store shopping / E tobacconist -11% vs – 41% LY – we are getting more customers to place 2nd order
- Traffic – Ive explained the drop in traffic but should take positives in Non Brand traffic improvement Re Orgnanc traffic, in July to date we are 16% up YOY – first month in last 18 months this has happened – achieved by focus on SEO with agency Conversion driven by improved stock levels / better trading / targeted comms / website changes (UX) – 20% growth is strong Leads – added popup to site July and started improving data capture – this has driven £586k in sales from increase in sign ups