ROI Revolution Summit 2016 - Finding & Fixing Your Worst Pages in eCommerce
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Your site can always perform better, so how do you know where to start? Which pages need the most help and will give you the most "bang for your buck"? In this session, Marta will help you make the most of your time in finding your poor performers, diagnosing their problems, and fixing them quickly. Real world examples will be included from a B2C Internet Retailer Top 500 company as well as a Fortune 500 B2B company.
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ROI Revolution Summit 2016 - Finding & Fixing Your Worst Pages in eCommerce
- 1. They Can’t All be Winners: How to Find & Fix Your Worst Pages Marta Dalton
- 3. 1. Identifying the problem metrics 2. Finding the root cause(s) 3. Different ways to fix them
- 4. Revenue = Users * AOV * Conv Rate
- 5. Build Annual Goals Create Marketing Plan Define team tasks Prioritize requirements
- 7. Segments Who are your biggest spenders? Did their purchase frequency change? Did a segment “drop off”?
- 8. Trends Any big changes in your market? Seasonal change? Popular accessories that declined?
- 9. Product conversion Products Change in big-ticket item views? Cross-sell/Up- sell drop-off? Pages reportProduct Sales
- 11. Where do they drop out? Customers Applicable for all customers? Segment by: • Spend • Vertical • Geography Events Funnel
- 12. Categories Search start pages Category Breadth High exit % Pages report Search start pages Exit pages
- 13. Individual product conversion Products Change in views? Category structure Pages reportProduct Sales
- 15. SEO SEM Social Email Direct Referral
- 16. SEO What new changes have launched? What has Google said? What are others experiencing?
- 17. SEO Check web analytics notes Review content calendar Analyze keyword transitions Have top landing pages changed?
- 18. SEO Missing 301’s URL structure updates Forgetting the load balance Changing sub- folders to sub- domains
- 19. SEM Did you decrease spend? Re-allocate campaign funds? Update your CPA target?
- 20. SEM Did you update ad landing pages? Change site design or structure? Close any locations? Add new campaigns?
- 21. Social Using the same content for everything? Have enough resources? Timing your content appropriately? Hitting the right audience?
- 22. Email What’s the frequency across campaigns? Are there new segments you can try? Are your triggers still applicable? Is your target page still the best fit? When was the last time you did “spring cleaning”?
- 23. Direct Are you sending print mail? Did you attend any trade shows? Did you offer holiday promos? Is the sales team getting training?
- 24. Referral Paid ads classified incorrectly? Loss of many small or few large referrers? PR or media coverage decline?
Notes de l'éditeur
- Any given day can include challenges in supply chain, systems, customer service, sales How do you bring order to the chaos? I’m going to walk you through a framework to find and fix your problem pages
- I’ve got so many problems on a daily basis, how do I know where to focus?
- I use this equation in many different ways
- So we round up the usual suspects
- Who were your biggest spenders, which segment? Is there an 80/20 play here where a few big guys are killing you? Did that segment stop buying from you? Or did they just change what they’re buying? Did they change the frequency of purchase so now they buy smaller orders but more often? Story – in B2B it’s easy to have a few customers dominate the AoV
- Did you have any specific hot items that had popular accessories/cross-sell that dropped off? Did you have popular big-ticket items that have declined due to a trend? Story – swine flu & hand sanitizer in 2009
- Are your higher-priced items or bundles not getting as many views? Did you change something on your internal search or your category structure? Is product conversion different for higher priced items? Did it increase for lower-priced items?
- So we round up the usual suspects
- Story – big competitor changes/launches – AMAZON INDUSTRIAL
- If you configure your sort to show accurate/highest $ value first it can drive AoV
- is the conversion rate for products going down or are less people looking at them? Category structure includes how categories are related and how items are ordered in a category
- So we round up the usual suspects
- Stories: 1) the time we launched a web redesign without any 301’s 2) when IT rolled out the URL update changing + to -
- Strategic could be a change you consciously made – to spend less, to update the CPA target, to allocate spend to certain campaigns Accidental could be changes made by your settings, updating a page that an ad points to without updating the ad Story - Web redesign that broke our quality score
- Maybe you had the best of intentions Accidental could be changes made by your settings, updating a page that an ad points to without updating the ad Story - Web redesign that broke our quality score
- Same content – it’s easy to start well and then over time fall into the trap of not having enough time and posting same stuff everywhere Story – we hired an intern to do social
- Email – beware the set it and forget it trap! 54% say email came too frequently, 49% say content was boring or repetitive, 25% the content wasn’t relevant to me from the start
- Story – updated sales training materials