Improving and Proving Marketing ROI with Testing How Shoebuy.com - - PowerPoint PPT Presentation

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Improving and Proving Marketing ROI with Testing How Shoebuy.com - - PowerPoint PPT Presentation

Jul 18, 2023 168 likes •470 views

Improving and Proving Marketing ROI with Testing How Shoebuy.com uses cross-site testing to increase conversions and revenue and make smart business decisions James Keller Chief Marketing Officer About Shoebuy Case Study Background The

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James Keller Chief Marketing Officer

Improving and Proving Marketing ROI with Testing

How Shoebuy.com uses cross-site testing to increase conversions and revenue and make smart business decisions

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About Shoebuy

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  • The company: Shoebuy.com
  • The marketplace: Online shoes, apparel and accessories
  • The product: The World’s Largest Site For Shoes
  • The channel: All online visitors
  • Campaigns covered:

1. Account Log-in 2. Express Checkout Page Optimization 3. Checkout Flow Optimization 4. Social Marketing Test

Case Study Background

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About Shoebuy

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  • Founded in April 1999
  • One of the largest retailers of footwear
  • Partnerships with over 1,100 brands
  • Manufacturer to consumer direct
  • Over 1,000,000 products and over $3.5 billion in inventory available for sale
  • New categories include bags, watches, eyewear, active wear/outerwear, flowers and gifts
  • Rated one of the top eTailers for outstanding service (BizRate/Shopzilla, Foresee, Stella

Service)

  • Ranked the 77th largest retailer on the Internet by internet retailer
  • Strong financial performance
  • Generating gross margins in excess of 43%
  • Robust revenue growth
  • Strong balance sheet and no debt
  • In 2006, acquired by IAC which owns other properties including Match.com,

Citysearch, Service Magic, Vimeo, the Daily Beast, and Ask.com

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About Shoebuy

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Visitation has been on a steady rise each quarter since 2001 Traffic is now at over 8 m visitors per month

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Awards and Accolades

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  • BizRate’s (Shopzilla’s) “Circle of Excellence” Platinum Award as one of the top retailers in the

country for outstanding service

  • Awarded by Hitwise as the 7th most visited apparel and accessory shopping and classified site
  • Ranked top 10 online apparel and beauty shopping destination by Nielsen Online and top 10 in
  • nline retail satisfaction for Apparel/Accessories by ForeSee Results
  • #1 eTailer for fulfillment (eTail)
  • Best in Class – Social Media (eTail)
  • Ernst & Young’s New England Entrepreneur of the Year
  • Mass eComm’s (NEBATA) Mass eComm 10 Award
  • SBANE’s New England Innovation Award
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Case Study Background

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Case Study Background

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Account Log-in

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Express Checkout

Case Study Background

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Contact Info Billing and Shipping Info Instructions

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Checkout Progress

Case Study Background

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Step 1 Step 2 Step 3

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Social Marketing Effectiveness

  • Shoebuy.com regularly tests the effectiveness of adding new features

and engaging with 3rd party vendors

  • Leverage the social gaming phenomenon to offer facebook credits with

purchase

  • Test the impact on revenues and conversions for those who

participated in the campaign

Case Study Background

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The Challenges

  • Maintain SEO success
  • Balance validity versus opportunity cost
  • Maintain ROI focus
  • Understand long-term versus short-term opportunity

Case Study Background

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Strategy & Tactics

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Account Log-in Make it easier for visitors to know that they can login or create an account by placing a link in the header. Tested placement of Log In and Your Account calls-to-action in the header across the site.

Strategies & Tactics

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Account Log-in test—Step 2

  • Usability
  • Messaging

Strategies & Tactics

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Facilitate account log- in and encourage membership.

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Express Checkout Further streamline the “express” experience and reduce length of form by ~25%.

  • Eliminate redundancies
  • Reduce instructions, while

maintaining usability and disclosures

Strategies & Tactics

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Checkout Progress Bar Set expectations and increase transparency of checkout flow status by adding a progress bar in the header in the checkout funnel.

Strategies & Tactics

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Strategies & Tactics

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Facebook Credits Test the effectiveness

  • f integration with

social channels via various marketing campaigns and assess impact on sales performance and viral sharing.

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Results

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Account Log-in

Results

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Before After

23% IN NEW MEMBER REGISTRATIONS

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Express Checkout

Results

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Before After

3% REVENUE-PER-VISIT

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Checkout Progress Bar

Results

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7%

REVENUE-PER-VISIT NEW VISITORS (↑ 3% for all traffic) Before

3.6%

ABANDONMENT RATE After

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Facebook credits

Results

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11.7%

REVENUE-PER-VISIT NEW VISITORS (↑ 6% for traffic from facebook)

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Summary & Key Takeaways

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Additional Shoebuy Testing Successes

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  • Font size
  • Duplicating button placements
  • Geo-targeting
  • Targeted segmentation
  • Homepage Hero Creative testing
  • Targeting mobile traffic
  • Widget placement optimization
  • Security logo tests
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 Test every change  Go for the low hanging fruit first  Listen to your customers  Don’t be fooled by the numbers  If it looks wrong it might be  Create a testing culture  Encourage ideas  Maintain discipline  Test, test, test  (and test your tests)

Summary & Key Takeaways

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Credits

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Credits

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Question-and-Answer Session