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Driving Outstanding Post-Implementation

Performance withOptimisation Services

Transform Your Business With Salmon Ecommerce Services

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Over 25 years in the making, Salmon defines, delivers

and drives outstanding ecommerce experiences for

the world’s leading brands, helping them transact more

digitally and deepen engagement with their customers.

Supporting client platforms that generate $5billion in

annual revenue, we are WPP’s largest global digital

commerce consultancy.

Once we’ve defined how best to support your strategy,

and delivered the right ecommerce solution, we work

with you to drive oustanding performance....

Ecommerce doesn’t end with platform implementation. It may deliver a step-change but it’s just the start-

point. We build momentum behind your digital commerce rollout, monitoring, analysing and enhancing so

brilliant things continue to happen. We drive through innovation too, evaluating and showcasing the latest

technologies to shape how customers transact in the future.

Supporting strategy and quick-win tactics, we deploy:

• user experience and creative planning via a combination of specialist apps and approaches, applying

creative expertise to investigate customer experience and improve customers’ digital journeys

• content strategy and management: optimising content to engage customers across the breadth of their

digital experience, creatively marrying content with commerce

• data-driven insight via analytics: interrogating multiple sources to gain insight into buying behaviour and

to drive dynamic improvements. Plus the application of big data to drive real-time events specific to the

online user

• continuous optimisation: applying insight to promote deep, bespoke engagement that turns visitors not

just into customers but into loyal ones

DRIVING OUTSTANDING ECOMMERCE PERFORMANCE

Driving ecommerce solutions for leading brands:

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Our ApproachData is a potentially rich resource and every

website has it in abundance. That’s why website

analysis and optimisation is where we make the

biggest impact. We go beyond the numbers and

hard data to make concrete recommendations.

Then, we suggest and test improvements that

increase traffic, responses to calls-to-action and

sales.

• Benefit from custom web analytics for tagged

solution design and auditing.

• Work with a dedicated analyst for continual

site improvements that really boost revenue.

• Let our tailored analysis identify the biggest

areas of opportunity for your business goals.

• Implement only the most effective options

and take data-driven decisions with our

multi-variant testing.

Our ServicesMeasurementWe help you establish what you need to know

through agreed goals, standards and KPIs.

Reporting

Benchmark your site and share information about

your website’s performance with your team using

our regular reports. This will help to close any gap

with competitors and plug funnel attrition.

Analysis

Understand user journeys across your site through

analysis, then monitor the impact of your changes.

Optimisation

We highlight where to target under-performing

areas of your website to increase revenue.

WEB ANALYTICS

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Evaluate your web content’s quality and validate assumptions with testing

We have worked with Salmon to evolve Halfords.com in accordance with our customers’ shopping habits and

to ensure that our online offering is reflective of our customers’ expectations. This investment has centred on

improving search, convenience, service; and cross-channel optimisation.

Steve Lowe, Head of Service and Channel Developments, Halfords“

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Our ApproachWe’ve developed our website performance

approach tools from many years’ experience with

high-volume ecommerce sites, so that we can

meet your enterprise-level commerce needs.

For greater control and insight we have a portfolio

of review, stress-testing and investigation

services. And, to help you keep up with changing

commerce needs, we have a suite of analytic and

planning tools too.

Benefits• Opt to cover the whole website with

performance testing or simply focus on

specific aspects.

• Make the most of our experience with our own

tried and tested tools for performance testing

and data analysis.

• Gain access to the collective know-how of

our test partners with our ‘total ownership’

approach.

Our ServicesUser Experience OptimisationWe improve your user experience with

enhancements such as increased download

speeds.

Back-End Code Review

Refine the performance of specific functions and

improve your overall site performance.

Passive Website AnalysisWe provide insight into performance

characteristics and offer solid recommendations

on how to improve.

Capacity Planning For Peak-Trading ProtectionBe prepared. Our plans and forecasts for

infrastructure capacity trends ready your business

for the impact of increased volume.

Major Incident Investigation And Problem ResolutionWe draw on our experience and technical

expertise to find fast and achievable solutions to

website performance issues.

WEBSITE PERFORMANCE

Build-in performance early on in the project lifecycle to deliver right – first time

I’m pleased that I haven’t had much experience of crisis as the site reliability has been second-to-none. On

those odd occasions where we do have a critical ticket or an issue on the site we’ve always managed to get

support from Salmon within our agreed SLAs to get the site back up and running and open to our customers.

Clive West, Digital Director, Halfords Group“

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Our ApproachWe translate customer data into strategies and

campaigns that anticipate individual customer

behaviour. Before we formulate measurable

action, we find out who will buy next, what they

will buy and how much they will spend.

Our insight comes from both internal and external

sources, customer interviews, surveys and focus

groups. We also take into account trends in

buying behaviours, personas and specific market

research.

Benefits• Personalise each customer’s experience by

using insight to inform every point of contact.

• Use customer insight as evidence to identify

enhancements and prioritise investment on

existing ecommerce websites.

Our ServicesAnonymous SegmentationWe customise and personalise journeys for your

anonymous visitors – online, on-mobile and in

store – so you can convert unknown visitors

ahead of your competition.

Usability TestingInform your website design with our testing

technologies. We observe and evaluate real

customers using your website.

Research ServicesWe use tools such as diary studies, experience

mapping and personas to uncover customer

behaviour, co-ordinate cross-channel design and

tailor communications.

Third-Party Data AnalysisFor a holistic customer view we analyse data to

look for opportunities in wider social trends and

behaviour patterns.

CUSTOMER INSIGHT

Drive sustained growth in your ecommerce business through data-driven customer insight

Salmon fully understand our online and offline customers and how the journeys can sometimes be quite a

tangled web and therefore on many of the projects that we’ve done recently, that relationship has meant that

we’ve been able to the work seamlessly to improve both our online and offline customer experience.

Andrew Grainger, Chief Technology Officer, GAME“

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Our ApproachTo grow profitable sales we use trading

consultancy to optimise the performance of your

digital platform against your KPIs.

Our merchandisers consider factors such as

seasonality, margin ranges, targeted offers and

promotion planning. They also assess content for

flow and structure and check it’s clear and drives

action.

Benefits• Optimise the customer experience and

commercial performance of your website by

using our analytics team’s experience with

web analytics packages, as well as testing and

optimisation tools.

• Learn from the bigger picture by drawing on

our consultancy team’s proactive interest

in trends and advances in the digital and

technological market.

Our ServicesClients have the flexibility to work with us in a

variety of ways:

Audit ReviewThis one-off audit is ideal for boosting your

website’s effectiveness with quick-win changes.

Period Of MonitoringWe work with you over a critical timeframe, such

as during a campaign, to monitor performance and

quickly improve effectiveness.

Managed ServiceA dedicated team fine-tunes your website over time

with ongoing trading consultancy each month.

ECOMMERCE TRADING

Increase conversion rates and average basket value with merchandising and data insight

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Our aim was to optimise our online marketing to all of our customers, to encourage return visits and to increase sales.

Salmon advised us to make some small, yet significant changes to Kiddicare.com. Salmon reviewed our promotions

to make them more engaging, changed our customer email content and improved our checkout and registration

processes. We were delighted with the outcome-based commercial agreement and we are delighted with the results!

Scott Weavers-Wright, Partner, Kiddicare.com

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Our ApproachWe go through a rapid test and learn process

using analytics and insight from tools such as

Qubit™. Armed with the insight acquired, we

recommend and implement changes.

Our experience of using continuous optimisation

for many leading brands means we already know

what does and doesn’t work. The enhancements

we make are therefore based on expertise that

we’ve gained from working on other commerce

websites.

Benefits• We are able to improve the customer experience

using facts rather than guesswork. With tools

like Tealeaf™ we can dig deeper to understand

why the customer is behaving a certain way or

experiencing particular problem, and remedy it

instantly.

• We apply data insight to track any issues

identified in the future. This enables us to

advise clients how to act quickly to prevent

lost sales or other negative experiences at any

journey point.

Our ServicesOngoing ConsultancyContinually enhance the customer experience

over time with quick and small incremental

changes that result in sales uplift.

Technology ImplementationOur knowledge of tools such as A/B or multi-

variant testing helps us to quickly evaluate

different test versions, so we can improve key

metrics – particularly conversion rates.

CONTINUOUS OPTIMISATION

Respond quickly to pain-points in the customer journey to improve the online experience

and increase conversion rates, retention and ROI

Among the customer benefits that we’ve seen over the last 12 months working with Salmon, and on the changes

we’ve made to the site, has been a 15 percent uplift in customer conversion on Halfords.com. We’ve had over one

and a half million viewings of the video content that we added to the site and our customer satisfaction score for our

Click-and-Collect proposition has risen significantly.

Clive West, Digital Director, Halfords Group

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©2016 Salmon Ltd. All rights reserved. All company and product names, brands and symbols mentioned herein are brand names and/or registered trademarks of their respective owners.

For more information,email: info@salmon.comor visit: www.salmon.com

ABOUT SALMON

Salmon is a global digital commerce consultancy

– the largest in WPP’s network of companies. We

define and deliver market-changing solutions and

customer journeys for the world’s leading brands.

Established in 1989, with operations in London, New

York, Melbourne and Beijing, Salmon clients include

AkzoNobel, Argos, Audi UK, DFS, Halfords, Premier

Farnell, Sainsbury’s and Selfridges.

The Strategy & Design Services and Delivery

& Operations Services brochures present

Salmon services that support the definition and

implementation of high-impact ecommerce solutions.