1. Adobe Web Analytics Competition
2011
Team Elevate

3. Executive Summary
By making adjustments to its home page and
checkout process, departmentofgoods.com can
increase average order value and conversion
rate. These changes will increase revenue by an
estimated $1,001,000 per year.
Follow-up campaigns can further increase
revenues by $1,170,000 per year.

4. Home Page, Browser #1

5. Home Page, Browser #2

6. Home Page, Browser #2
35% of DepartmentOfGoods’s users have a screen height
under 650 pixels and don’t see the full ads unless they
scroll down.

7. Fixed Home Page, Browser #1

8. Fixed Home Page, Browser #2

9. Fixed Home Page Estimates
• By moving the rotating ads higher on the page, ad
click will increase by an estimated 40%* among
users with smaller-resolution screens. Among all
other users, clicks are likely to increase by 7%*
because of the improved location.
• Using Product Conversion Funnel statistics, sales
will increase (at $0.68/visitor) $94,000 per year.
• Based on internal placement statistics.

10. Hidden Home Page Links
#1 Men’s Jackets link on Main Nav (Clothing)
#2 Cart link
#3 Women’s Jackets link on Main Nav (Clothing)
#4 Men’s Shirts link on Main Nav (Clothing)
#5 Department of Goods’s logo/home link
3 out of 5 of
the most-
clicked home
page links
are hidden in
the drop-
down menu.

11. Home Page
• By placing a vertical navigation bar on the
home page with popular categories, category
page visitors are estimated to increase 4%*.
• Assuming cannibalization at 50%, and using
departmentofgoods’s standard conversion
rate, revenues will increase $276,000 per year.
• Based on internal placement statistics.

12. Checkout
• Shopping Cart (Step 1):
9.46% of visitors exit
from here, while only
11.8% place their orders
(Step 2). The remaining
visitors leave their
shopping cart.

13. Checkout
• Changing
recommended items
from competing to
complementary
products, average order
value will increase an
estimated 2%* or
$338,000 per year.
• Based on industry standards for bundling
products.
http://www.marketingsherpa.com

14. Checkout: Cart Abandonment
• Including a value
proposition, prominent
guarantees,
testimonials, and third
party seals in the
checkout process can
increase conversion 6%
or $293,000 per year.
• http://www.marketingexperiments.com/

15. Checkout: Cart Abandonment
• Email campaigns
reaching out to
potential customers
with abandoned
shopping carts can
recapture 29% of lost
revenue or $1,070,000
per year.
• http://www.marketingsherpa.com/

16. Follow Up
• Fridays bring in 57% more revenue than
Saturdays. By encouraging return visits with
Saturday-only coupons, Saturday revenues
will increase over $100,000 per year.
• Assuming 5% of coupon receivers return to visit the site and all conversion
rates held constant

17. Summary
Findings Recommendations Potential Economic Value
Rotating ads are below fold Switch position with
stationary banner
$94,000
Popular links are hidden Create additional vertical
navigation
$276,000
Checkout recommends
competing products
Sell complementary
products, not competing
$338,000
No encouragement at
checkout
Add third-party seal,
highlight value proposition
$293,000
New Yearly Revenue $1,001,000

18. Summary
Findings Recommendations Potential Economic Value
Rotating ads are below fold Switch position with
stationary banner
$94,000
Popular links are hidden Create additional vertical
navigation
$276,000
Checkout recommends
competing products
Sell complementary
products, not competing
$338,000
No encouragement at
checkout
Add third-party seal,
highlight value proposition
$293,000
New Yearly Revenue $1,001,000
Cart abandons lack follow up Email campaign to recapture
abandoned revenue
$1,070,000
Saturdays are slow Distribute Saturday-only coupons
to help Friday’s shoppers return
$100,000

19. Summary
Findings Recommendations Potential Economic Value
Rotating ads are below fold Switch position with
stationary banner
$94,000
Popular links are hidden Create additional vertical
navigation
$276,000
Checkout recommends
competing products
Sell complementary
products, not competing
$338,000
No encouragement at
checkout
Add third-party seal,
highlight value proposition
$293,000
New Yearly Revenue $1,001,000
Cart abandons lack follow up Email campaign to recapture
abandoned revenue
$1,070,000
Saturdays are slow Distribute Saturday-only coupons
to help Friday’s shoppers return
$100,000