Website Optimization & Personalization UCI Extension. Summer 2013. Corinne Blair FINAL. 9.8.13.pdf
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This document discusses optimization and personalization strategies for the Petco.com website. It outlines the company's current business model and metrics for measuring conversion success. Some key goals for the website are increasing web and offline sales as well as generating leads. The document then discusses setting KPIs, understanding the audience through buyer personas and roles, gathering voice of customer feedback, profiling visitors, and personalizing the experience based on past purchases and referrer sources. It also covers optimizing aspects like mobile experiences, email, and an initial project to increase average order value through personalized product recommendations. The proposed approach is to implement changes through agile marketing processes of short, measurable tests.
Website Optimization & Personalization UCI Extension. Summer 2013. Corinne Blair FINAL. 9.8.13.pdf
- 1. Petco.com Final Paper: Website Optimization and Personalization MGMT 461.43 UC Irvine Extension Summer 2013 By: Corinne Blair 1 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 2. Business Model E-commerce Lead Generation Ratings & Reviews Social Community Blog & Branding Current Conversion Success Measures Web Analytics, Purchase, Form Fill Cookie Tracking, MyPetco Profiles 2 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 3. Website Optimization Improve Site Performance Buyers Journey Conversion Rate Will Help Petco.com Succeed Market Leadership Profitability Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 3
- 4. Website Goals Web sales Offline sales Leads 4 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 5. Setting up Petco.com for Success 5 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair KPI Q1 Q2 Sales Metric #1 - Boost pet food sales 10% in the next quarter, includes dog, cat, aquatic, bird, and small animal. Revenue, conversion rate, site traffic, shopping cart abandonment rate, competitive price trends, page views, new customer orders versus returning customer sales. Revenue, conversion rate, site traffic, shopping cart abandonment rate, competitive price trends, page views, new customer orders versus returning customer sales. Sales Metric #2 - Boost pet supply sales 10% in the next quarter, includes leashes, collars, toys, fashion, grooming products, and bedding. Revenue, conversion rate, site traffic, shopping cart abandonment rate, competitive price trends, new customer orders versus returning customer sales. Revenue, conversion rate, site traffic, shopping cart abandonment rate, competitive price trends, new customer orders versus returning customer sales. Website Metric #1 - Increase cross-sell conversion rate 2% in the next quarter. Revenue, conversion rate, shopping cart abandonment rate, competitive price trends, page views, product affinity, product relationship, new customer orders versus returning customer sales, average order size and value. Revenue, conversion rate, shopping cart abandonment rate, competitive price trends, product affinity, product relationship, new customer orders versus returning customer sales, average order size and value. Website Metric #2 - Generate 10% new, unique visitors each month to the Web site. Site traffic, traffic sources, promotional click-through rates, social shares, bounce rates. Site traffic, traffic sources, promotional click-through rates, social shares, bounce rates. Website Metric #3 - By end of year, acquire 500 new unique visitor profiles via Petco.com e-newsletter registration Site traffic, traffic sources, form files, page views, abandonment rate. Site traffic, traffic sources, form files, page views, abandonment rate.
- 6. Audience Roles & Tasks Stages in the Buyers Journey Researcher Shopper Buyer New Pet Owners Existing In-Store Customers Repeat/Loyal Online Customers Competitor Shoppers Researchers Media Educators and Parents Givers Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 6
- 7. Voice of Customer Survey Essential Voice of Customer Tool 1. Why did you select Petco.com for your online purchase today? A) Pricing B) Product Availability C) Quick Reorder D) Other, describe 2. How satisfied are you will the ease of finding what you were looking for (rank on scale of 1 to 10 - not at all; a little; somewhat; quite a bit; highly) 3. How likely are you to purchase from Petco.com the next time you are in the market to buy this type of product? (rank on scale of 1 to 10 - not at all likely; unlikely; perhaps; likely; highly likely) 4. Share your comments about what would make your Petco.com shopping experience better. (open-ended) 7 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 8. Voice of Customer User Experience BizRate.com Link on an exit pop-up window Appears after customer/user presses submit to place their order. Incentive = saving points to PALS card/account 8 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 9. Audience Profiling Methods Understanding the Audience MyPetco Registrations Repeat visitors dont sign-in everytime they visit cannot rely on registrations alone New types of audience profiling Technographic data how tech savvy is the Petco.com visitor Web Conversion Cycle understanding new visitor behavior better by leveraging the adding search referrals metric to show the revenue and cost for each conversion. 9 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 10. Personalization Visitor personal names Build relationship & brand loyalty Loyal customers & Higher conversion rates 10 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 11. Personalization Previously Purchased Products Improvement Opportunities Not requiring repeat visitors to log-in. Shopping Guide printable for in-store use. Your Pet Might Also Like feature more flexible to include a wider array of options that relate to shoppers purchase (i.e., treats, wet food, fashion, bedding, toys, etc.) Final Paper: MGMT 461.43 WebsiteOptimization and Personalization- UC Irvine Extension - Summer 2013 By: Corinne Blair 11
- 12. Personalization Search Keywords Improvement Opportunities Pre-populate search box with keywords visitor used to find landing page Faceted search approach extracts and retains information from each visitors search. Exit pop-ups with special offers/alternatives to visitors about to leave the site. Proactively initiate live chat sessions if the visitor is struggling with something on the site. Website search facility Improve buyers current context Ensure visitors on mobile or tablets have the same search experience as on a PC or laptop Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 12
- 13. Personalization New Visitor Referrer Sources Repeat Customer Last visit, how often they have visited, what content they have looked at, which products they purchased Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 13
- 14. Conversion Optimization New Visitor Bounce rates on landing pages that include CTA to register for MyPetco or e-newsletter sign-up. Page Views and Time on Page Repeat Customer Influence of temperament on behavior What they purchased last, and what means they used to purchase. Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 14
- 15. Optimizing Mobile Experiences 1. Display navigation tabs prominently 2. Matching branding elements 3. Prioritize SEO for local page 4. Reduced Text 5. Dont forget landing pages 15 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 16. Mobile Marketing Mobile Website Versus Mobile App Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 16
- 17. Optimizing Email 1. Place subscribe button on upper right 2. Create segmentation of your list 3. Create compelling subject lines (the hook) 17 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 18. Initial Project Website optimization and Personalization Project Increase the average order value by improving the your pet might also like feature at the check-out page High-profile, Measurable, Immediate Impact Revenue Growth Potential Tested in one business unit = wont disrupt entire site 18 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
- 19. Implementation Agile Marketing Process Series of short projects A/B Split & Multivariate Tests Lasting only two to four weeks Cross-functional involvement Short Story Format = Less Paperwork Fast, Effective, Inexpensive Outsource to free up internal IT Resources 19 Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair