The Numbers are People Too, LavaCon 2014
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Transcript of The Numbers are People Too, LavaCon 2014
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The Numbers Are People Too
Shaun Tinney
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Trusted e-commerce advisorsOur challenge: Double online revenues within 2 years.
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Client Results
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1. Philosophy 2. Case Study 3. Process & Results
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Conversion rate vs failure rate.
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Start with the customer.
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Think of your site like a store.
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1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty
The Sales Cycle
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1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty
Your website
The Sales Cycle
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1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty
Your website
The Sales Cycle
Your marketing
Your products
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Best guess & test.
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If you have to use text, write it in here.
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Work on what’s working.
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80/20 Principle
Invest where it counts…
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Customer Types
Baseball player, Team sports coach, Parents…
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Popular Content
Home, Baseball bats, Clearance products, Gloves...
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Search Terms
Bats, Ball gloves, Catcher’s gear...
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Product Sales
Baseball bats, Hockey sticks, Catcher’s gear...
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Help people do things.
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Case Study
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1. Brand Research 2. Consumer Research 3. Implementation4. Calibration
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Prioritize goals, not features.
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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
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1. Brand Research 2. Consumer Research 3. Implementation4. Calibration
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“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
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• 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
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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
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User Contexts• Pre-purchase
• Research • Selection
!
• Purchase • Confirmation
• Post-Purchase • Evaluation • Recommendation
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1. Brand Research 2. Consumer Research 3. Implementation4. Calibration
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Before
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After
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• 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
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Old Site
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New Site
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• 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
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The site paid for itself within ten weeks of launch.
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1. Brand Research 2. Consumer Research 3. Implementation4. Calibration
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Easton.com Continued Calibration
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Measured Improvement
Navigation Search User Testing
Conversion Social Content
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Best guess & test.
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Product Grid Legibility
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Before After
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18% Revenue Increase
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Clear Messaging
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Before After
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23% Revenue Increase
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Product Comparison
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35% Revenue Increase
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Product Filtering
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52% Revenue Increase
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Site Speed
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Conversion Rate / Load Time
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1 second delay = $75k
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• Take (at least) 4 years of data • Compare month by month • Look for patterns & seasonality • Calculate growth averages • Model expected growth
Projecting Growth
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Projecting Growth
January February March April May June…
42% + 13% + 17% + 32% + 41% + 52%… / 12 = 68%
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Start with your customer.
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Help them reach their goals.
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Take your best guess, then test.
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Track their success rate.
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Always be improving.
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the good.com/research shaun @ the good.com
Thank you