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Gap.com
- 1. Success & Strategy Report Audrey Weller
- 2. Agenda Key Objectives Current Strategy Initial Results Future Campaigns Questions Where We Are Moving Forward
- 3. Where We Are Current strategy, metrics and campaign results.
- 4. Key Objectives Increase Revenue Cart recovery Originate from paid search Triggered by site abandonment with items in cart Email Capture Target those not on email list Layers various criteria to segment Visitor abandonment on home, category and product pages $ Where We Are Moving Forward Objectives Profile Data Analysis Strategy
- 5. Where We Are Moving Forward Objectives Profile Data Analysis Strategy
- 6. Where We Are Moving Forward Objectives Profile Data Analysis Strategy
- 7. Moving Forward The what, where and how of our plans for future growth.
- 8. Proposed Campaigns 1. Birthday Incentive Email Capture 2. Denim Purchase Incentive 3. Shipping Incentive Future Strategy Where We Are Moving Forward Objectives Profile Data Analysis Strategy
- 9. Future Strategy Where We Are Moving Forward Objectives Profile Data Analysis Strategy Who: New customers on mobile who have never been on the email list before and have added +1 items to cart What: Mobile email capture campaign featuring overlay that appears in center of screen; creative testing When: Overlay appears when item is added to cart on product page or when consumer is in checkout area Birthday Incentive Email Capture
- 10. Future Strategy Where We Are Moving Forward Objectives Profile Data Analysis Strategy
- 11. Future Strategy Where We Are Moving Forward Objectives Profile Data Analysis Strategy Who: Returning customers arriving through Google search ads via desktop and mobile What: Rail bar descending from a nano bar at the top; offer incentive testing of BOGO 50% off on full- price denim -or- 25% off full-price denim. When: Rail bar is triggered when consumer clicks through Google search ad to “Jeans” category page; nano bar is persistent throughout visit Denim Purchase Incentive
- 12. Future Strategy Where We Are Moving Forward Objectives Profile Data Analysis Strategy
- 13. Future Strategy Where We Are Moving Forward Objectives Profile Data Analysis Strategy Who: New and returning customers arriving through any channel via desktop who have added ≥$50 to cart What: Sticky nano bar that’s persistent throughout visit informing consumers of the additional amount needed for faster shipping; message and area testing When: Nano bar will be A/B tested in the checkout area and the shopping area when an item is added to cart, then persistent throughout visit. Shipping Incentive
- 14. Future Strategy Where We Are Moving Forward Objectives Profile Data Analysis Strategy
Editor's Notes
- Good morning! Hope your day has been going well so far. We’ve seen a large amount of success during these past few weeks that you’ve been onboarded with us, so I’d like to review our current strategy and the results so far as well as propose some ideas for new campaigns. Let’s move onto the next slide.
- So to break it down a little further, we’re going to review your current goals and the campaigns we’re implementing right now, then go into the metrics of those campaigns. We’ll then move to our new campaign ideas and answer any questions you may have about our ideas or past data. Next slide.
- Alright so where are we right now? Next slide.
- So just to recap, we created our campaigns with your two main goals in mind: capturing more emails and increasing revenue. To obtain more emails, we implemented an email capture campaign targeting users arriving from any channel via their desktop or mobile device, which includes tablets and smartphones. Also, these users were obviously not already on the email list. This campaign pops up in the center of the consumer’s screen when they display exit intent, which is determined by the angle and velocity of the mouse breaking the browser plane. The campaign is displayed as an overlay because we’re looking to capture all of the consumer’s attention. We also A/B tested two different offers of the campaign on both mobile and desktop, 15% off and $10 off, to find out which incentive would be more effective. To focus on increasing revenue, we decided on a cart recovery campaign that targets users arriving from paid search on a desktop. The offer headline was A/B tested with two versions: “Forgetting Something?” and “You Left Something in Your Cart”. These messages are also pop up as an overlay in the center of the consumer’s page, as was tested in the shopping area and cart area.
- As we mentioned before, the main goal of cart recovery is to increase revenue by pushing consumers further down the purchase funnel. To do this, we implemented two headline variations of the cart recovery campaign: “Forgetting Something?” and “You Left Something in Your Cart”, and we tested them against a control group with no displayed headline. So regarding the data, let’s look at the lift rates of the two headlines compared to the control. The cart area saw the most success with an actual lift of $33,138 and optimized lift of $49,008. Actual lift is a metric we use to calculate how much revenue we’ve generated compared to revenue generated in our absence. Specifically, it’s total actual revenue minus the revenue that would’ve been generated at the control group AOV and conversion rate. Optimized lift shows the amount of revenue we could generate if we push all of the traffic to our best performing campaign, which in this case is “Forgetting Something” in the cart area and “You Left Something in Your Cart” in the shopping area. In the cart area, “Forgetting Something?” had almost two times as many impressions than the control, as well as double the number of conversions and a 5.3% higher conversion rate.This shows that consumers were much more likely to return to their carts and complete purchases after they saw the reminder than if they didn’t see it. Despite AOV remaining the same as the control, many more consumers were incentivized to purchase, which in turn increased revenue. So in the shopping area, “You Left Something in Your Cart” had the most success with a conversion rate of 39.46% compared to the control group’s 36.47% and double the number of conversions. The AOV came in $5 lower than the control group AOV, but this is a result of the discount being applied. Again, more purchases were made overall with the message than without, so revenue still increases. At the bottom line, our campaigns obtained an actual revenue lift of $1,255 and an optimized lift of $6,729.
- Now looking at the email capture campaigns, we can see a pretty drastic actual revenue lift from both the desktop and mobile offers. On a desktop platform, the A/B testing of 15% off and $10 off gave us an actual revenue lift of $71,941 and an optimized revenue lift of $92,912. 15% off was our most successful offer on desktop with a 0.74% higher conversion rate than the control, double the number of conversions, and an additional 6,514 emails captured. AOV remained equal to the control, but the greater number of conversions means higher revenue. Looking at the mobile campaign, $10 off was our most successful offer. 3,524 additional emails were captured with this offer, and it had triple the number of conversions compared to the control as well as about a 1.1% higher conversion rate. AOV also drastically increased from $49 to $55. A/B testing both offers gave us an actual revenue lift of $39,014 and an optimized lift of $56,782.
- So we’ve made great progress so far, but we want more. We’ve come up with three campaigns to further increase your revenue growth and number of emails captured.
- The types of campaigns we’re proposing are a mobile email capture campaign, an offer incentive campaign on Gap Jeans and a shipping incentive campaign.
- Looking first at the birthday incentive campaign, we Targeting mobile users to compliment the desktop efforts on capturing emails Mobile users account for 40% of all traffic to the gap.com site A/B test the location the overlay appears to see when customers are more likely to sign-up to receive discount Also increases the likelihood of consumers making a purchase, therefore increasing revenue as well
- We will display both versions of the creative is either the checkout area or when an item is added to the cart. After reviewing the site, all messaging is crisp, clean and simplistic, so that’s what we’re looking to stick with for our campaigns.
- “Stock Up on Your Favorite Pair. Buy one, get one 50% off on all full-price denim.” “Find Your Perfect Fit. 25% off all full-price denim.” For the next campaign, we’re looking to focus our efforts on denim sales to increase revenue. Denim is one of the higher-priced categories on the Gap website and a core offering for Gap.com since its founding. So to accomplish this, we want to implement an offer incentive of either BOGO 50% off or 25% off. The offer would only be for full-price denim. We’re also looking to focus on return customers because they are already familiar with the product offerings and know their favorite pair of Gap jeans. The offer will be triggered by
- We will display both versions of the creative is either the checkout area or when an item is added to the cart. After reviewing the site, all messaging is crisp, clean and simplistic, so that’s what we’re looking to stick with for our campaigns.
- Added ≥$50: already has an order value close to minimum; would only have to add one more item because most items ~$25 Prospect/existing customer: already has prior knowledge of the site, has already spent $$$ Desktop user: based on past metrics, desktop has a higher AOV than mobile; accounts for 60% of traffic Organic search: consumer has shown intent through effort put into research; they’re already looking for something Faster shipping (3-5 days instead of 5-7): creates value Has been important point since the introduction of Amazon Prime Calculated shipping cost = greater convenience for consumer; push down purchase funnel Minimum $75 to qualify: increases AOV Standard shipping shipping cost = $7 --- AOV value = $68 Based on past campaign data, we believe that $75 is a good cart minimum because Overlay: captures all consumer attention Once cart is over $50: most items are around $25, so only add one more items Grabs attention to make consumer aware of the offer Nano Bar: acts as constant reminder Persistent/Sticky with scroll: constant reminder Updates real-time: consumer doesn’t have to check their cart to calculate needed amount Ex: when I visit ASOS, I have to keep returning to my cart to see how much more I need to spend to qualify
- We will display both versions of the creative is either the checkout area or when an item is added to the cart. After reviewing the site, all messaging is crisp, clean and simplistic, so that’s what we’re looking to stick with for our campaigns.