final paper. petco.com website optimization & personalization uci extension. summer 2013....

1

Petco.comFinal Paper: Website Optimization and Personalization

MGMT 461.43 – UC Irvine Extension – Summer 2013

By: Corinne Blair

Final Paper: MGMT 461.43 Website Optimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

2

Business ModelE-commerce

Lead GenerationRatings & Reviews Social Community Blog & Branding

Current Conversion Success MeasuresWeb Analytics, Purchase, Form FillCookie Tracking, MyPetco Profiles


Website Optimization Improve Site Performance

Buyer’s JourneyConversion Rate

Will Help Petco.com SucceedMarket Leadership

Profitability

Final Paper: MGMT 461.43 Website Optimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair3

4

Website Goals

• Web sales

• Offline sales

• Leads


5

Setting up Petco.com for Success


KPI Q1 Q2Sales Metric #1 - Boost pet food sales 10% in the next quarter, includes dog, cat, aquatic, bird, and small animal.

Revenue, conversion rate, site traffic, shopping cart abandonment rate, competitive price trends, page views, new customer orders versus returning customer sales.

Revenue, conversion rate, site traffic, shopping cart abandonment rate, competitive price trends, page views, new customer orders versus returning customer sales.

Sales Metric #2 - Boost pet supply sales 10% in the next quarter, includes leashes, collars, toys, fashion, grooming products, and bedding.

Revenue, conversion rate, site traffic, shopping cart abandonment rate, competitive price trends, new customer orders versus returning customer sales.

Revenue, conversion rate, site traffic, shopping cart abandonment rate, competitive price trends, new customer orders versus returning customer sales.

Website Metric #1 - Increase cross-sell conversion rate 2% in the next quarter.

Revenue, conversion rate, shopping cart abandonment rate, competitive price trends, page views, product affinity, product relationship, new customer orders versus returning customer sales, average order size and value.

Revenue, conversion rate, shopping cart abandonment rate, competitive price trends, product affinity, product relationship, new customer orders versus returning customer sales, average order size and value.

Website Metric #2 - Generate 10% new, unique visitors each month to the Web site.

Site traffic, traffic sources, promotional click-through rates, social shares, bounce rates.

Site traffic, traffic sources, promotional click-through rates, social shares, bounce rates.

Website Metric #3 - By end of year, acquire 500 new unique visitor profiles via Petco.com e-newsletter registration

Site traffic, traffic sources, form files, page views, abandonment rate.

Site traffic, traffic sources, form files, page views, abandonment rate.

Audience Roles & Tasks

Stages in the Buyer’s Journey Researcher Shopper Buyer

New Pet OwnersExisting In-Store Customers

Repeat/Loyal Online CustomersCompetitor Shoppers

ResearchersMedia

Educators and ParentsGivers

Final Paper: MGMT 461.43 Website Optimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 6

7

Voice of CustomerSurvey – Essential Voice of Customer Tool

1. Why did you select Petco.com for your online purchase today? A) Pricing B) Product Availability C) Quick Reorder D) Other, describe

2. How satisfied are you will the ease of finding what you were looking for (rank on scale of 1 to 10 - not at all; a little; somewhat; quite a bit; highly)

3. How likely are you to purchase from Petco.com the next time you are in the market

to buy this type of product? (rank on scale of 1 to 10 - not at all likely; unlikely; perhaps; likely; highly likely)

4. Share your comments about what would make your Petco.com shopping

experience better. (open-ended)


8

Voice of CustomerUser Experience

BizRate.com• Link on an exit pop-up window

• Appears after customer/user presses submit to place their order.

• Incentive = saving points to PALS card/account


9

Audience Profiling MethodsUnderstanding the Audience

MyPetco RegistrationsRepeat visitors don’t sign-in everytime they visit

cannot rely on registrations alone

New types of audience profilingTechnographic data

how tech savvy is the Petco.com visitorWeb Conversion Cycle

understanding new visitor behavior better by leveraging the adding search referrals metric to show the revenue and cost for each

conversion.


10

Personalization

Visitor personal names

Build relationship & brand loyaltyLoyal customers & Higher conversion rates


PersonalizationPreviously Purchased Products

Improvement OpportunitiesNot requiring repeat visitors to log-in.

Shopping Guide printable for in-store use.

“Your Pet Might Also Like” feature more flexible to include a widerarray of options that relate to shopper’s purchase (i.e., treats, wet food, fashion, bedding, toys, etc.)


12

PersonalizationSearch Keywords

Improvement Opportunities Pre-populate search box with keywords visitor used to find landing page Faceted search approach extracts and retains information from each visitor’s search. Exit pop-ups with special offers/alternatives to visitors about to leave the site. Proactively initiate live chat sessions if the visitor is struggling with something on the site.

Website search facilityImprove buyer’s current context

Ensure visitors on mobile or tablets have the same search experience as on a PC or laptop


13

PersonalizationNew Visitor

Referrer Sources

Repeat Customer Last visit, how often they have visited,

what content they have looked at, which products they purchased


Conversion Optimization

New VisitorBounce rates on landing pages that include CTA

to register for “MyPetco” or e-newsletter sign-up.Page Views and Time on Page

Repeat CustomerInfluence of temperament on behavior

What they purchased last, and what means they used to purchase.


Optimizing Mobile Experiences

1. Display navigation tabs prominently

2. Matching branding elements

3. Prioritize SEO for local page

4. Reduced Text

5. Don’t forget landing pages

15Final Paper: MGMT 461.43 Website Optimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Mobile Marketing

Mobile Website Versus

Mobile App


17

Optimizing Email

1. Place subscribe button on upper right

2. Create segmentation of your list

3. Create compelling subject lines (the hook)


18

Initial ProjectWebsite optimization and Personalization ProjectIncrease the average order value by improving the

“your pet might also like” feature at the check-out page

High-profile, Measurable, Immediate ImpactRevenue Growth Potential

Tested in one business unit = won’t disrupt entire site


19

Implementation

Agile Marketing ProcessSeries of short projects

A/B Split & Multivariate TestsLasting only two to four weeksCross-functional involvement

Short Story Format = Less PaperworkFast, Effective, Inexpensive

Outsource to free up internal IT Resources


final paper. petco.com website optimization & personalization uci extension. summer 2013....

Documents