AllClad_HolidayCampaignAnalysis
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The document analyzes an e-commerce company's traffic and revenue sources in 2012. It found that email marketing drove the highest revenue and conversion rate. Direct traffic drove the most visits but conversions were down. Paid promotions over Black Friday, Cyber Monday, and subsequent retargeting campaigns significantly increased visits, revenue, and orders compared to the previous year. Projections estimate continued growth in the email list, visits, and revenue through targeted messaging.
AllClad_HolidayCampaignAnalysis
- 1. ALL-CLAD.COM
- 2. Direct Traffic 39% Google Organic 27% Email Marke:ng 14% Google Paid 14% Facebook 6% Traffic by Source: 2012 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% $0 $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 Direct Traffic Google Organic Email Marke:ng Google Paid Facebook Revenue Conv. Rate Ø Email the biggest success, with highest revenue and conversion rate. Visits up 313.7% vs. ly. Ø Direct drove the most traffic and 2nd highest revenue, but conversions are down 43.1% vs. ly. Ø Organic drove 27% of visits, and was the 3rd highest revenue driver, but conversion rate is down 40% vs. ly.
- 3. • 11/20: One Day-‐Only “Free 2-‐day Shipping” Offer Announcement + Black Friday Sale Promo:on – Generated 22,085 visits, $125,957 total from 395.3 orders. Increases: 69.3% visits, 50.7% revenue, 49.3% orders vs. ly. • Black Friday: 30% Off + Free shipping over $200 Sale – Generated 17,798 visits, $83,975 total from 267 orders. Increases: 40.1% visits, 19.4% average value, 70.0% orders vs. ly. • Cyber Monday: 60% Off 10-‐piece Stainless Cookware Set + Free shipping Over $200 – Generated 26,792 visits, $72,957 total from 259.9 orders. Increases: 100.3% visits, 87.4% revenue, 53% orders vs. ly. • 11/22: Retarge:ng Email Campaign – Special Promo Code for Extra 15% Off – Generated 22,116 visits, $112,572 total from 316.3 orders. Increases: 123.8% visits, 142.8% revenue, 122.2% orders vs. ly. $0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 0 5,000 10,000 15,000 20,000 25,000 30,000 Revenue US$ # of Visits Overall Visits and Revenue: 2012 Visits Revenue Promo Dates and Results
- 4. 11/20: One Day-‐Only “Free 2-‐day Shipping” Offer Announcement + Black Friday Sale PromoLon Email Marke+ng: Our email list has grown by 4X since 2011, and consistent A/B tes:ng and segmenta:on has resulted in highly targeted email offers featuring products tailored to consumer interest. The limited-‐:me offer also added a sense of urgency so they had their cookware in :me for the holiday weekend. Retarge:ng consumers who bounced from the landing page (via cookies) doubled our conversion rate. Facebook: Facebook con:nues to grow at a rapid pace: from 13,500 in 2011, we now have nearly 57,000 fans. But not only are we growing our Facebook audience, we’re interac:ng with them, providing exclusive videos, product demos, and cooking :ps not found anywhere else. In turn, we’re finding an excellent engagement rate. This campaign had a 11/20: Cyber Monday: 60% Off 10-‐piece Stainless Cookware Set + Free shipping Over $200 11/22: RetargeLng Email Campaign – Special Promo Code for Extra 15% Off Email Marke+ng: Even though we had a great response on Cyber Monday, with a 1.56% conversion rate, our suspicion is that consumers were feeling sale fa:gue, and we had a high rate of cart abandonment. Through a retarge:ng campaign reminding consumers of their incomplete order, and offering the added incen:ve of another 15% off the already heavily discounted set, we brought them back, increasing our conversion rate by 1.17%, revenue by 506.1%, and transac:ons by 59.2%. Keeping the sale focused on a high price point item kept our AOV high throughout the campaign. Google Paid: On 11/26, targeted search ads drove a 50.6% increase in traffic to our site over 2011, but orders were flat. And again, we saw a high rate of cart abandonment and bounces. Keeping the campaign ac:ve got customers returning and our traffic, conversion rate, revenue, and # of orders all increased through 11/22.
- 5. $-‐ $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 -‐ 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 2011 2012 2013 Projected Email MarkeLng -‐ Projected 2013 Revenue Est. List Size Visits Year Est. List Size Visits Avg. Value Revenue Orders CTR Conv. Rate 2011 233,300 6,999 $301 $35,313 122 3% 1.9% 2012 965,250 28,958 $277 $244,073 839 3% 2.9% 2013 3,028,353 90,851 $289 $787,376 2,726 3% 3.0%
- 6. Email MarkeLng This is the biggest driver of sales, so con:nue efforts to grow the subscriber base, and keep tes:ng and op:mizing offers to different segments of the list. Consider crea:ng a VIP email club since our customer base doesn’t mind spending $200-‐300 an order. They may want to feel exclusive and special and increase their business with All-‐Clad as a result. Google Organic Search Invest in SEO to increase quality traffic – visitors who are interested in the brand or a specific product– in order to improve conversion rate. Direct Traffic Focus tradi:onal (non-‐digital) campaigns on an offer, not generic branding, and target that offer more effec:vely via segmenta:on. Increased traffic doesn’t translate into sales unless those visitors are qualified, know what they’re looking for, and get it quickly.