intersport e-commerce with divante
DESCRIPTION
Conversion optimization (CRO), eMarketing and eMail Marketing, technology. Case study with lots of numbers.TRANSCRIPT
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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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The starting point • An active e-store based on a dedicated
solution • Usability problems
• Low speed problems • Advanced integrations
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The plan • Marketing optimization • Conversion increase • Optimization of technological
solutions
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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 re-disigning 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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Testing
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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What is importnant for the customer?
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Home page • Re-designed information architecutre • Re-designed menu • Horizontal two-level bookmark menu
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Product page • Two product page layouts – horizontal and standard • ROPO support – availability in stores • Availability • Free personal pickup in stores
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Shopping process • Simplification • Less steps to make when placing an order • Easy payment and delivery choice options
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Shopping process • No-registration shopping • Benefits from registration • Registration made part of placing an order
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Access to brands • Highlighting the brands • Brand-based search engine
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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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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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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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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.
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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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Purchase decision
Revenue
Customer Acquisition Cost (CAC)
Konwersja Conversion Rate (CR)
Loyalty + Lifetime value (LTV)
Long-tail campaign progress
Budget
ROI according to GA (Income / Cost) 500% - 2000%
Optimization Traffic quality
decrease
Time
Usability optimization Quartic recommendations
Building contact list
eMail Marketing by Sendingo
Social Media
Business profitability
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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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Strategy
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More effects in less time!
Conversion
Loyalty
New users
+ 46% increase thanks to usability optimization
11 x bigger revenue than cost E-mail marketing
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Success-fee
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CLIENT • Realization of
orders • Marketing
budget
DIVANTE • Technology
• Optimization • E-marketing
SCALE EFFECTS • Constant
increase • Creativity
What you pay = sales provision
• 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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Contact Tomasz Karwatka [email protected], 500 079 624
Divante Sp. z o.o., ul. Kościuszki 14, 50-038 Wrocław, tel. +48 71 342 24 06, e-mail: [email protected]