1powerdigital.comAudit/BusinessX

1. Efficient Scale at $50 CPA2. 2020 Revenue: $24M+

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1. 84% of Spend in Learning Phase

2. LCTR below industry standard on acquisition campaigns

• Structure Campaigns in Testing/Scaling Methodology

• Utilize creative prospecting techniques

• 10-15% Increase in CVR• 10-15% Increase in

Prospecting Traffic Volume

1. 5% of keywords are on page 1

2. 5% of keywords are on page 2 in striking distance

3. 8.8K potentially toxic links exist

4. Site authority is under the industry average

• Revise on-page strategy• Improve technical SEO

foundation of the site• Link building to internal

pages presents strong opportunity for keyword improvement

• High volume keywords are in striking distance to facilitate growth

• 20-30% Increase in traffic

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1. Automations = 1% of total monthly email revenue

2. Email = 30% of total monthly site revenue

• Build out automations• Implement SMS

Strategy• Refine Opt-In Strategy

• 20-25% Increase in Revenue from Email

• Additional $300-$500k per month from SMS

1. Mobile CVR: 1.28%

2. Mobile = 75% of site traffic

• Implement personalization strategy

• Revamp Collection Page

• 7-10% Increase in Conversion Rate

1. Non Brand Shopping - 79% more efficient traffic costs compared to Non Brand search

2. Potential Reach Increase of 89% through Youtube Campaigns

• Optimize high-intent prospecting strategy

• Create full funnel Video Marketing strategy

• 12% Increase in new users with current budget

• 10%-15% Increase in Revenue

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370,000 8-10% Increase

2.56% 13-15% Increase

25% 15-17% Increase

*Based on 6 month preliminary opportunity appraisal and utilizing $350,000 ad spend monthly

$10.5M $13.4M - $14.2M

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Ranking for a variety of relevant keywords but only 4% are showing up in the top 3 on the SERP (search engine result page).

There is a HUGE opportunity with keywords within “striking distance” to drive more qualified traffic and conversions.

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●○ Avg. CTR of position #28: 0%○ Avg. CTR of position #3: 10%

●○ Potential traffic:

7,400 visits monthly

○ Potential transactions: 223 transactions*

○ Potential Revenue: $49,343.21**

* April Organic Search Conversion Rate (3.02%) x Potential traffic

**April Organic Search AOV ($221.27) x Potential Transactions

With the right non-brand keywords ranking on the top of page 1, traffic will have the right intent and be more likely to convert.

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● CRITICAL to Organic rankings.● Need to include the target

non-brand keyword and your brand

● Limited to approx. 60 characters

● Are NOT a ranking factor. ● Ad copy for Organic Search.● It's important to include USPs &

end with a CTA● Approx. 156 characters

● H1s are NOT a ranking factor ● IMPORTANT to tell Google and

users what the page is about

- The site currently has title tags across all top pages, but the lengths and non-branded keyword strategy can be improved.

- Site has meta descriptions on most pages. These can be improved by:

● Adhering to character limitations● Highlighting value propositions & USPs● End with a strong CTA

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When running a preliminary crawl of the website (655 pages), we found multiple technical errors across the website including the following:

●○ Duplicate - 5 pages○ Missing - 0 pages○ Too long - 372 pages○ Too short - 59 pages

●○ Too long - 553 pages○ Duplicate - 127 pages○ Missing - 67 pages

●○ Multiple - 5 pages○ Missing - 512 pages○ Duplicate - 27 pages

● - 2 pages

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Schema is a form of structured data that is used to markup elements on a page to better tell search engines what the value/text means.

These allow search engines to show “rich snippets” which are additional pieces of the information in the SERP that allow for higher CTR’s and more traffic.

The site has organization, FAQpage, rating, and product schema (with warnings and errors).

Also, another valuable type of schema that can be used is:

● Website schema● Webpage schema● Error free product schema● Comprehensive rating schema

(missing values)● Others to evaluate

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The site speed is an area of concern because this is a very strong ranking factor (most important on mobile). Also, slower site speeds negatively impact other conversion metrics including:

● 40% of people will close a page if it takes more than 3 seconds to load

● 47% of polled consumers expect a page to load within 2 seconds

● 1 second delay in load time can cause a 7% drop in conversions

Page speed on mobile is negatively impacting rankings.

Desktop page speed is not ideal and will impact conversion rates for desktop users. Given many of the site’s users are on desktop, this is a significant area of opportunity to improve conversion rates for all channels. Also, improving page speed will improve the quality score on AdWords campaigns, lowering CPC’s account wide.

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“Think of your link profile as a Garden…. Not only do you need to plant new flowers and add soil for

nutrients (new links) but you need to pull the weeds (detoxing of links) to

allow SEO to grow!”

A website’s link profile is a very critical component to make sure is

clean as Google’s Penguin Algorithm assesses the link profile each time the

website is crawled.

Additionally, Google’s Quality Updates assess the quality of the link profile, making it essential to manage this

element to ensure it is clean.

1. Link profile classification & algorithmic analysis2. Manual link profile analysis

a. 20+ different criteria for each linkb. This is rarely done by other agencies but ensures nothing is

missed3. Performing webmaster outreach to have links removed or changed to

nofollow4. Submit Google Disavow file for links that cannot be cleaned up

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Keyword: Laptop Bag● 49,500 avg. monthly searches● Position 19

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● Creative abides by best practice guidelines (15-30 secs, branded intro, CTA in outro) and has a clear strategy/objective, however is missing a full-funnel strategy with sequenced creatives.

● Remarketing Lists are set up, In-Market, Affinity & some Custom Intent audiences are in use, and Exclusion Lists set up properly according to prospecting vs retargeting however Similar-To audiences are not in use.

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● Tote Bag, weekend backpack, womens laptop bag

● Clutches, wallets for women, wristlets● Gym bags for women, canvas totes, belt bag for

women, etc…

Custom Intent Targeting is unique to Google, and then only targeting criteria that bridges the high intent of Search with the reach broad reach of Video marketing.

*Based on a 5% CTR

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(Testimonials/Evergreen)

(Sales & Promos/Seasonal)

This is our opportunity to close prospects who have been nurtured, into customers.

BusinessX runs several promotions throughout the year that can capitalize on bottom-funnel YouTube efforts

Clear CTA to convert on-site

(Product-Focused/Evergreen)

Your audience’s first touch should accomplish either:

a. A showcasing of BusinessX’s brand as a whole

b. A product overview to familiarize your audience with your product

Testimonial video ads are powerful second-touches in the customer journey

Repurpose BusinessX’s stellar customer reviews & Testimonials as social proof to build brand affinity & trust.

Should contain a clear CTA to convert on-site.

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Paid Social is setup extremely well. Exclusions are correctly setup and the the correct messaging points are present at each portion of the funnel. The only opportunity is leveraging more out of the box techniques to increase LCTR on prospecting and exploration of Pinterest to decrease traffic costs.

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LCTR: Up 72% compared to evergreen ads during the same time period

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1. 71% lower CPMs than Facebook/Instagram prospecting

2. 33% lower CPCs than Facebook/Instagram prospecting

3. 84% of Pinners are actively considering products to purchase, while undecided

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● Show how the product will fit into a customer’s life

● Make the product the focal point

● Beautiful imagery● Messages focused on brand

attributes or product● Highlight anything unique to

your product/brand

● Use multi-image shots● Use rich pins to include price

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Reach people based on our unique understanding of people’s interests, tastes and life stages.

Reach people as they search for a specific idea, using keywords relevant to your Pin content.

Use an existing seed audience to create a larger audience of people who exhibit similar behaviors.

Refine your audience by testing both broad (Women’s Fashion) and

precise interests (Women’s Bags, Baby Gear)

Bid on branded keywords, your competitors and product related

keywords to reach highly targeted users

Identify your most valuable customers to create actalike

audiences (Past purchasers, website visitors)

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Reach (or exclude) existing customers by uploading emails, mobile IDs (MAIDS), or using a data onboarding partner

Reach people who have interacted with your content on Pinterest (including clicks, saves, close-ups, comments, video views).

Reach people who have expressed interest in your products and engaged with your site or app, using the Pinterest Tag.

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● Use your existing product feed to seamlessly turn your product data into Promoted Pins

● Using data from your feed, your Promoted Pins will show as people search for relevant content

● Layer on valuable audiences, such as a lookalike of your customers

● Ability to serve dynamic retargeting ads

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● Wanted to drive more new users to the site at a low cost to fill the top of the funnel as other ad platforms had higher costs

● Target specific DMAs with ads based on keywords, interests and lookalike audiences. Compare performance in the list of DMAs that received no ads (control group)

● Drove +70% incremental traffic to the site from the DMAs we targeted, with increases in organic, branded, and direct

● Drove 150+ incremental orders and $20k in incremental revenue

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● Has at least 2 automations setup, but not all that are needed● Automations only have 1 email each

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● Less than 1% of total revenue for the past 30 days is coming from automations. Should be closer to 6-11% of your total email revenue.

● Only have 2 automation campaigns setup in Klaviyo

● Welcome Sequence● First-Time Purchase Hardsell● Abandoned Cart ● Browse Abandonment● Post-Purchase Cross-Sell● Back-in-Stock Campaign● Win-Back Sequence● Re-Engagement Sequence

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● Only sending one email after subscribing. ● Email is beautifully designed, but lacks a lot of

important context / content for people just getting to know the brand.

● Images are not clickable.

● Email #1: Welcome, Discount, Value Prop / Story● Email #2: Category Showcase with Best-Sellers +

Discount Reminder● Email #3: Latest Collection Showcase + Discount

Reminder● Email #4: Social Proof, Reviews, + Last Chance to Use

DiscountHas PurchasedDelivered: 0

Open Rate: 0%Click Rate: 0%

Revenue: $0

Has NOT PurchasedDelivered: 1,466Open Rate: 54%Click Rate: 8%

Revenue: $25.4k

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The First Time Hard-Sell Sequence contains at least 3 emails will be triggered upon completion of the Welcome Sequence for those who did not convert.

Example Sequence:

● Email #1: Limited Time Offer: Added Value with Purchase (extra accessory)

● Email #2: Reminder to use Limited Time Offer + Product Highlight

● Email #3: Final Reminder to redeem Limited Time Offer + Customer Reviews

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Abandoned Cart: Recover sales that added to cart but did not complete purchase/convert.

Recommended Sequence:

● Email #1: 1 Hour After - You Left Something Behind

● Email #2: 10 Hours After - Items in Your Cart Reminder

● Email #3: 24 Hours After - Your Cart is About to Expire

Browse Abandonment: Triggers when someone has viewed a certain product a specific number of times but has not added it to their shopping cart.

Recommended Sequence:

● Email #1: See something you liked?

● Email #2: Have any questions? FAQ

● Email #3: Category - Products Showcase

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● Sending 8-15 broadcast emails per month ● Delivers value above the fold, even mix of copy and imagery, clear CTAs● Emails comprise a variety of messages - promos, value add, company news, etc.

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● Open Rate: 13.5%● Click Rate: 1.5%

● Open Rate: 11.4%● Click Rate: 1.3%

● Make sure that we are A/B testing something on every single email (subject line, time of day, headline text, CTA, offer).

● Send to larger segments of the list (instead of Master List) to get more targeted and personal based on past behavior, demographics, or affinity data.

● Stay consistent with our cadence to keep our list healthy and happy.

● Send emails around the 30th-1st and 15th of each month to capitalize on paydays.

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● 79% of consumers want to hear from brands via text message

● In less than 2 years, e-commerce sales will be primarily mobile

● The average click-through-rate for SMS is 30%

● People typically open and read texts within the first 4-7 minutes after receipt

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● Mobile-Exclusive Promotions● Product / Collection Launches● Back in Stock Announcements● Seasonal / Holiday Messages

● Welcome Message● Abandoned Cart Message● Browse Abandonment

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The goal is to have as much of your spend OUTSIDE of the Learning Phase as possible at any given moment.

The more purple you see, the more spend is happening on fully-optimized campaigns.

Budget Percentage For Segment

Campaign Goal Creative Deployment Method

Audience Deployment Method

< 20% of segment Testing Dynamic Creative A/B Split Test

> 80% of segment Scale to Change & Maintain Dark Posts & Standard Ads Traditional

This is a model of the budget and goal breakout PER segment (ie Cold, Warm, and Hot audiences)

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● 73% of NonBrand Search budget spent on terms that have not converted.

● Shopping Program is missing out on 72% of available impressions

● 90% of ads go to the Homepage

● Dynamic Search Ad format never utilized

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● Avg CPC: $0.97● CVR: 4.08%● CPA: $23.72● AOV: $143

Impression Share: 28%

● Avg CPC: $4.17● CVR: 1.78%● CPA: $162● AOV: $244

● You’re paying a premium to drive traffic through Non-Brand Search Ads while your Shopping Ads are largely untapped● Maximize traffic through your Shopping campaigns for bigger lifts in revenue at cheaper acquisition costs● Reserve Search Ads for special functions in your marketing funnel through RLSA● **Segment products further in feed to better manage the Smart Shopping program

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● This client in the Fashion & Apparel space has experienced continuous positive momentum as a result of a Shopping-only prospecting strategy

● We have grown this client from a 20% Impression Share on Shopping to 55% which has translated into a 323% increase in monthly revenue through Shopping and 308% increase in Revenue for Shopping + NB Search as a whole

Began shifting away from text ads

Switched to Smart Shopping

335% ROAS 360% ROAS499% ROAS

Peak campaign maturity pre-Covid

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(Viewed the video ad on YouTube)

(More/Better Ad Placements, higher CTR & CVR)

Our clients see up to a 123% increase to CTR and 33% increase in CVR, and 11% decrease in CPA in Search & Shopping campaigns when running

video ads in tandem with Search ads

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● Video #1: Prospector● Video #2: Nurturer● Video #3: Closer

(Prioritized deliverability to video viewers)

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Just because a customer has made a purchase doesn’t mean our job is over! Now is the time for us to ensure that they have a great user experience as well as capture this unique opportunity to get them to leave a review as well as cross-sell them to other products.

Recommended Sequence:

● Email 1 - Thank You Message ● Email 2 - Value-Add: Style Inspiration● Email 3 - Review Ask● Email 4 - Cross-Sell● Email 5 - Cross-Sell + Discount

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Get lapsed customers to purchase again with incentivizing offer, product updates, company news, what they’ve been missing out on.

● Email 1 (3 Months After Last Purchase) - We Miss You + Recommended Products

● Email 2 (1 Week Later) - Shop Best Sellers + What’s New

● Email 3 (1 Week Later) - Recommended Products + Discount

Move inactive subs to active by taking some sort of action. Move inactives to list that receives less email communication to maintain clean sender reputation.

● Email 1 (6 Months After the Last Activity) - What’s New + Shop Best Sellers

● Email 2 (1 Week Later) - Update Your Email Preferences + Discount

● Email 3 (1 Week Later) - Recommended Products + Discount.

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● Offer Discounts or Add-On Incentives● Also utilize Gmail Ads to promote sales and new

product lines to existing customers

We recommend Gmail Ads only as a last-touch in the marketing funnel

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Mobile CVR: Desktop CVR:% of Traffic: % of Traffic:

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Conversion Rate: Total Revenue:

5% 2.02% $33,049,512

7% 2.05% $33,679,027

10% 2.11% $34,623,299

If all else remained equal over the past 16 months and our conversion rate was just 7% higher, we would have generated an additional $2.6 million in revenue.

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Navigation Menu is hard to see:● ACTION: Make larger or make header appear on solid

background.

Featured Collections Section:● ACTION: Test current setup against including

best-sellers underneath. Could also be a good personalization opportunity for returning visitors to show recently viewed or recommended products.

Collection Headline Messaging is Unclear:● ACTION: Implement a more direct or clear headline

such as “Meet Our 4 Collections”

Instagram Section:● ACTION: Make this section “shoppable” instead of

linking to Instagram

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Product Category Order:● ACTION: Organize the product categories

in the navigation based on popularity.

Best Sellers & New Arrivals sections are buried:● ACTION: Test elevating this section or

ungating it behind the content expander.

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Filters: Only filtering by Collection currently● ACTION: Add more filtering options

(especially for product categories with more SKUs). Include:

○ Size○ Color○ Price

Badges & Callouts: ● ACTION: Utilize badges and callouts to

promote certain products. Examples:○ Best-Seller○ Almost Out of Stock○ On Sale

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Features Section Cuts Off on Mobile:● ACTION: Test a new way to show this (maybe

interactive?) so we don’t take away from the user experience.

Compare Sizes Page Buttons:● ACTION: Change buttons from Grey to a different color

(grey usually connotes that you can’t click on it)

Recommended Products don’t seem related:● ACTION: Utilize personalization technology to make

custom recommendations based on affinity data

Complete Your Kit Section lacks CTA:● ACTION: Make it easy for them to add to their order

with a CTA on the PDP or by adding these complementary products to the checkout process.

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While there are opportunities in all channels, to achieve BusinessX’s goals of scaling while staying efficient, we would recommend implementing a comprehensive Email/SMS and SEO strategy which the brand lacks today. We also would recommend utilizing the Paid Media tactics we have outlined to ensure that we are taking our ad dollars as far as possible similar to how they are on Paid Social. We believe Pinterest is an untapped channel for the brand, but would categorize this as a category 2 need.

● Term: 6 Months

● Recommended Budget: $15k - $27k Monthly ($90k ~$162k total investment)

● Ad Spend: $350k +/- Monthly

$10.5M $13.4M - $14.2M