the numbers are people too, lavacon 2014
DESCRIPTION
Numbers are People Too! By recalibrating how we think about the users who visit our brand sites, brands can realize huge gains in revenue. Step one is to remember that those users and numbers in Google Analytics are actually people. After that, it becomes a matter of always remembering step one and ensuring the brand site serves those customers by providing an experience that allows them to easily research and purchase products from the site. It’s that simple, sort of. Check out this SlideShare where we lay out how this process helped Easton.com increase it’s mobile revenue by 659% (not at typo).TRANSCRIPT
The Numbers Are People Too
Shaun Tinney
Trusted e-commerce advisorsOur challenge: Double online revenues within 2 years.
Client Results
1. Philosophy 2. Case Study 3. Process & Results
Conversion rate vs failure rate.
Start with the customer.
Think of your site like a store.
1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty
The Sales Cycle
1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty
Your website
The Sales Cycle
1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty
Your website
The Sales Cycle
Your marketing
Your products
Best guess & test.
If you have to use text, write it in here.
Work on what’s working.
80/20 Principle
Invest where it counts…
Customer Types
Baseball player, Team sports coach, Parents…
Popular Content
Home, Baseball bats, Clearance products, Gloves...
Search Terms
Bats, Ball gloves, Catcher’s gear...
Product Sales
Baseball bats, Hockey sticks, Catcher’s gear...
Help people do things.
Case Study
1. Brand Research 2. Consumer Research 3. Implementation4. Calibration
Prioritize goals, not features.
1. Increase online sales 2. Reduce bounce rate 3. Increase new site visitors 4. Increase touch points 5. Increase social follows
Easton’s Business Goals
1. Brand Research 2. Consumer Research 3. Implementation4. Calibration
“Everything out there has basically the same description but a few hundred dollars
difference in price, it’s really hard for people to know what to buy.”
—J. Reid, Easton Customer
• Purchase influencers • Correctly choosing product sizes • Effective use of video • Product and technology descriptions • Quality user review content • Team purchasing • Post purchase follow-up • Warranty issues • Site speed
Key Research Insights
1. Find the right product 2. Easily compare products 3. Find a store nearby 4. Research from mobile 5. Customize equipment
Easton Customer’s Goals
User Contexts• Pre-purchase
• Research • Selection
!
• Purchase • Confirmation
• Post-Purchase • Evaluation • Recommendation
1. Brand Research 2. Consumer Research 3. Implementation4. Calibration
Before
After
• 70% increase in desktop revenue • 49% increase in transactions • 44% increase in unique purchases • 38% increase in purchase quantity • 12% increase in conversion rate
Primary Screen Results
Old Site
New Site
• 659% increase in mobile revenue • 621% increase in purchase quantity • 601% increase in transactions • 567% increase in unique purchases • 136% increase in conversion rate
Mobile Screen Results
The site paid for itself within ten weeks of launch.
1. Brand Research 2. Consumer Research 3. Implementation4. Calibration
Easton.com Continued Calibration
Measured Improvement
Navigation Search User Testing
Conversion Social Content
Best guess & test.
Product Grid Legibility
Before After
18% Revenue Increase
Clear Messaging
Before After
23% Revenue Increase
Product Comparison
35% Revenue Increase
Product Filtering
52% Revenue Increase
Site Speed
Conversion Rate / Load Time
1 second delay = $75k
• Take (at least) 4 years of data • Compare month by month • Look for patterns & seasonality • Calculate growth averages • Model expected growth
Projecting Growth
Projecting Growth
January February March April May June…
42% + 13% + 17% + 32% + 41% + 52%… / 12 = 68%
Start with your customer.
Help them reach their goals.
Take your best guess, then test.
Track their success rate.
Always be improving.
the good.com/research shaun @ the good.com
Thank you