Find out how one of the world’s leading faucet innovators creates targeted website experiences for two valuable customer segments in order to deliver the most relevant content and drive metrics beyond conversion. Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com/resources

1. a publication from
customer story:
MeasuringSuccessBeyond
ConversionRates

2. AboutDeltaFaucet
Delta Faucet Company is one of the world’s leading manufacturers of
branded kitchen and bathroom faucets. The company was founded in
1954 by Masco Corporation with the debut of a single-handle faucet. Now,
Delta Faucet Company manufactures Delta, Brizo, and Peerless branded
products.
The Delta brand is committed to combining style with innovation to bring
beautiful, functional faucets and valves to life. Delta’s product offerings
include magnetic docking spray wands, touch faucets, and sealed valves
that help faucets last for millions of uses.
AboutHanson,Inc.
Hanson, Inc. is a full-service digital agency offering interactive solutions
that build connected experiences. From strategy to execution, the agency
is focused on building deep customer relationships that drive brand
engagement.
Measuring Success Beyond Conversion Rates
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3. DeltaFaucet:MeasuringSuccessBeyondConversionRates
Even when a company’s focus isn’t on traditional ecommerce conversion
rates, metrics are still critical to improving the bottom line.
Caseinpoint:DeltaFaucet,oneoftheworld’sleadingfaucetmanufacturers.
Delta uses Monetate to personalize its website in ways manufacturers
used to only dream about. From data-driven segmentation and targeting
to innovative real-time website campaigns, Delta’s incredibly effective
strategy delivers relevant website experiences that make it easy for visitors
to find what they are looking for quickly.
“We aren’t an ecommerce website, and we don’t sell anything. So the
question becomes: How do you measure success?” says Fred Barendt,
director of interactive marketing at Delta Faucet. “So for us, it’s all about
the user experience and meeting their expectations. Our goal is to help
our visitors find the page they’re looking for in two to three clicks.”
Rather than focusing on metrics like time spent on the website or how
many pages a visitor views, Barendt says Delta wants to ensure visitors get
to the right page.
“We find Monetate incredibly valuable for A/B testing and optimization,”
says Barendt. “Of course, there are a lot of things we want to do on the
website, but we need to discover what’s working and what’s not. Monetate
helps us find out if people coming to the Delta website are finding what
they need.”
And Barendt isn’t the only one who sees the value of Monetate. Leslie
Mohn, director of user experience architecture at Hanson, Inc., Delta’s
digital agency, uses Monetate on behalf of the manufacturer to execute
digital campaigns and website experiences that are resonating with
website visitors.
“From Hanson’s perspective, Monetate is so valuable,” Mohn says.
“Monetateiseasytouse,andit’sopeningupsomanydoorsandpossibilities
when it comes to website testing and optimization.”
Measuring Success Beyond Conversion Rates
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4. TargetingTwoPowerfulCustomerSegments
Segmenting visitors, such as showing new visitors a specific offer while
returning customers see another, is a best practice that many marketers
rely on.
But Delta is taking segmentation to the next level in order to deliver
the most relevant experience possible for two of its biggest customer
segments: consumers who are interested in purchasing faucets in-store,
and professionals who are selling faucets to their customers.
“Our website has a few different paths because we don’t know for sure
which path a visitor wants to go down the minute they show up on the
website,” says Barendt. “Our website is a doorway into a professional or
consumer experience. And we’re using Monetate to allow visitors to
choose their path.”
Delta is able to determine whether a visitor has been to the website before,
and whether or not the visitor is a homeowner or a professional. Thanks to
a prominent “View As” button on the homepage, new visitors can select
which version of the website they’d like to see, and a cookie remembers
their selection on future visits.
Based on that information, Delta serves entirely different website
experiences and messaging to these two valuable segments.
Delta Faucet offers two different website experiences for consumer and professional visitors.
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5. The website experience for homeowners is geared toward helping
those visitors make informed shopping decisions about Delta products
and offers, while professional visitors see more products, and specific
marketing content related to those items (i.e., logos, product data), as well
as an online ordering system.
Having the ability to speak directly to the needs of these two segments in
a targeted way has opened the personalization floodgates for Delta, and
the company plans to make its segmentation even more relevant.
This is a great example of why Monetate is so important for both Delta and
Hanson. We love being able to target our messaging, and our next step is to
work on even deeper targeting,” says Mohn. “Next, we’re aiming to target
new versus returning visitors within our homeowner and professional
segments so we can personalize at an even more granular level.”
With Monetate, I see a report on significance
every day. That’s data that’s real time. We’re able
to look at data very quickly and uncover how
effective our overall marketing strategy was.
-Fred Barendt, director of interactive marketing, Delta Faucet
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6. CapitalizingonTV-DrivenTraffic
Delta often runs television commercials during college football and NFL
games, and the commercials have done an excellent job of driving traffic
to the company’s website.
But just bringing traffic to a website isn’t enough. And while a traditional
ecommerce company would focus on getting that traffic to convert, Delta
is focused on getting that traffic to engage with its brand.
Delta and Hanson set up banners on the website ahead of time for games
during which a commercial would run. Then, for the duration of the game,
website visitors would see the products that were promoted during the
commercial prominently featured on the website.
“Our TV ads are focused on our H2
Okinetic® Showers,” says Barendt. “So
once we get someone to the website as a result of those ads, we want to
make it as easy as possible for that visitor to find more information, watch
videos, look at installation information, or go to a product detail page.”
Delta is seeing an increase in website traffic and URL events related to
those pages. In addition, there’s been a spike in visitors getting to the
product detail page, which is a big win for the company.
“If we can get a visitor to a product detail page, that’s a form of conversion
for us,” says Barendt. “If a visitor gets that far into the website, that’s a
pretty great thing for us.”
The strategy was so effective that the campaigns also ran for NCAA
basketball games during the Big Ten Men’s Basketball Tournament
“We know people are interacting with that additional content,” says Mohn.
“And that’s exactly what we want: deeper engagement with the content,
the products, the brand.”
Delta Faucet echoes its TV advertisements during major sporting
events to make sure visitors find what they are looking for.
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7. Data-DrivenDecisionsLeadtoWebsiteWins
Metrics matter, and that’s been particularly true for Delta and Hanson
when it comes to understanding customer behavior on the website and
how to capitalize on visitor traffic.
Thanks to quarterly metrics reviews, Delta keeps a very close eye on its
website data, and then springs into action if there’s a number that doesn’t
sit right. And that’s also where the company turns to Monetate.
“Data is important to us,” says Barendt. “We’re able to look at what users
were presented with and what the result was. Did more visitors like Version
A or Version B? With Monetate, I see a report on significance every day.
That’s data that’s real time. We’re able to look at data very quickly and
uncover how effective our overall marketing strategy was. When we put an
ad out there, whether it’s on TV or in print, we can look at these numbers
and discover not only new information about the website, but also the
effectiveness of our overall advertising strategy.”
I see Monetate as a key player in our mission to
test our website and optimize the user experience
for our visitors.
-Fred Barendt, director of interactive marketing, Delta Faucet
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8. For instance, during one of the metrics reviews, the company noticed the
“Where to Buy” section of the website wasn’t getting enough traffic.
“One of our goals is to get people to that section of the website,” says
Barendt. “And sometimes, the way a section of a website is displayed
might not be enough to drive that traffic. So we’re testing different ways
to make that section stand out, including different graphic treatments and
different locations to see what works best for our visitors.”
In order to increase the amount of visits to the page, Delta and Hanson
tested different visual treatments of the “Where to Buy” button. Delta
conducted an A/B/n test for both homeowner and professional visitor
segments, pitting two versions of the button against a control.
Within a few days, there was a clear winner for the professional button
option, resulting in a dramatic increase in visits to the section of the
website for that segment. After a few weeks of monitoring the results,
Delta saw clear winners for both segments.
“This is another example of why our experience with Monetate has been
great,” says Mohn. “Monetate makes it so much easier to understand what
visitors want and uncover quick wins. Usually, we’d have to do custom
work to launch these features and campaigns. Thanks to Monetate, we
can often launch those ideas within minutes. And then we have specific
metrics that allow us to say: This reduced bounce rate. Having that kind of
data helps us set the stage for future improvements and enhancements to
the website.”
Aspartnersintheeffort,bothHansonandDeltaseeMonetatecontributing
to Delta’s overall goals.
A/B/n testing helps Delta Faucet uncover the best way to
drive traffic to the Where to Buy section of its website.
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9. “When we first looked for a website testing and optimization vendor, we
did consider other solutions. But we’re happy we went with Monetate. It
was easy to use and helps us provide customized user experiences using
one tool,” says Barendt. “We’re now opening Monetate up to pretty much
all of the folks in our marketing department and brainstorming to discover
new things we can try. I see Monetate as a key player in our mission to test
our website and optimize the user experience for our visitors.”
Just as Delta has been a leading faucet innovator, the manufacturer
continues to innovate online through segmentation, echoing its television
commercials, and using data to deliver exactly what its customers want.
Monetate helps us find out if people coming to
the Delta website are finding what they need.
-Fred Barendt, director of interactive marketing, Delta Faucet
Measuring Success Beyond Conversion Rates
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