Case Study: HeC Reporting and Optimization

Benin BrownBenin Brown

Health-eChocolate Company (HeC)Health-eChocolate Company (HeC)

OverviewOverview

Upon initial Upon initial observation all of observation all of the metrics for HeC the metrics for HeC appeared to be in appeared to be in order.order.

Business Insights IBusiness Insights I

170K in sales from July 170K in sales from July 24, 2009-August 23, 24, 2009-August 23, 200920093249 transactions 3249 transactions generated the 170Kgenerated the 170KWeb site conversion Web site conversion 10.6%10.6%

Business Insights IIBusiness Insights II

Funnel conversion 31.7%Funnel conversion 31.7%Non paid traffic converts Non paid traffic converts at 12.45% while paid at 12.45% while paid converts at 5.94%converts at 5.94%Top selling item is Top selling item is chocolate (33.17% of chocolate (33.17% of sales)sales)

Site TrendsSite Trends

96.36% of visitors have 96.36% of visitors have US I.P. addressesUS I.P. addresses120,437 monthly page 120,437 monthly page viewsviews30,397 monthly visits30,397 monthly visits

Site Trends: Con’tSite Trends: Con’t 27.16% of page views 27.16% of page views occur on purchase/order occur on purchase/order pagespagesPeak time for search Peak time for search traffic between Monday-traffic between Monday-ThursdayThursdayOrganic search 21.22% Organic search 21.22% & Paid search 41.50%& Paid search 41.50%Bounce rate 46.82%Bounce rate 46.82%

Double TakeDouble TakeReview of competitor Review of competitor sites Sees, Godiva, & sites Sees, Godiva, & Chocolate.comChocolate.comTop eCommerce sites Top eCommerce sites have conversion rates have conversion rates between 9% to 50%between 9% to 50%Top Competitors Top Competitors average 76.6% of average 76.6% of traffic from non-traffic from non-search sourcessearch sources

PrecedencePrecedence

Ruled out all but:Ruled out all but:Web Site ConversionWeb Site ConversionRevenueRevenueOrganic Search Organic Search TrafficTraffic

LogicLogicLower PageviewsLower Pageviews Bounce RateBounce Rate

HeC’s monthly pageviews of HeC’s monthly pageviews of approximately 120K is low approximately 120K is low

relative to the1.2M pageviews relative to the1.2M pageviews that its top competitors that its top competitors

average. However, due to average. However, due to their longevity in the market their longevity in the market

and the inherent name and the inherent name recognition that these recognition that these

competitors have going for competitors have going for this number of pageviews this number of pageviews

may not be realistic.may not be realistic.

Although higher than their Although higher than their HeC’s top competitors a HeC’s top competitors a

46.82% bounce rate is still in 46.82% bounce rate is still in line with eCommerce sites line with eCommerce sites

overall.overall.

Goal IGoal IGrow RevenueGrow RevenueBusiness Goals Grow revenue by 25% between now and September 2010

Action Action ItemsItems

•Offer price reductions on slower moving productOffer price reductions on slower moving product•Grow site traffic by 25%Grow site traffic by 25%

RisksRisks•By lowering prices HeC could erode its brandBy lowering prices HeC could erode its brand•Might be difficult to do this without drastic increase to search Might be difficult to do this without drastic increase to search budgetbudget

Counter Counter MeasuresMeasures

•Keep the appearance of the site clean by adding a separate Keep the appearance of the site clean by adding a separate specials pagespecials page•Grow the referral and direct traffic visitsGrow the referral and direct traffic visits

Goal IIGoal IIIncrease Conversion RateIncrease Conversion RateBusiness Goals Increase conversion rate by 3% by September 2010

Action Action ItemsItems

•Utilize day parting feature of Ad Words to runs ads Mon-ThursUtilize day parting feature of Ad Words to runs ads Mon-Thurs•Utilize geo-targeting within Ad Words advertising only in the USUtilize geo-targeting within Ad Words advertising only in the US

RisksRisks •That the day parting could hurt the Ad Words campaignThat the day parting could hurt the Ad Words campaign•Large percentage of audience may have cookies turned offLarge percentage of audience may have cookies turned off

Counter Counter MeasuresMeasures

•Daily monitoring of campaign, along with readiness to re-Daily monitoring of campaign, along with readiness to re-allocate if neededallocate if needed•Be prepared and look for results that indicate skewing due to Be prepared and look for results that indicate skewing due to cookiescookies

Goal IIIGoal IIIGrow Organic Search TrafficGrow Organic Search TrafficBusiness Goals Grow organic search traffic to 35% by December 2010

Action Action ItemsItems

•Perform a keyword selection analysis on current keywords Perform a keyword selection analysis on current keywords selectionselection•Add 1-2 new inbound links weekly through reviews, social Add 1-2 new inbound links weekly through reviews, social media, and etc.media, and etc.

RisksRisks •Could go much slower than expectedCould go much slower than expected•Could receive unfavorable reviewsCould receive unfavorable reviews

Counter Counter MeasuresMeasures

•Timetable this action item and build in ample time for Timetable this action item and build in ample time for adjustmentsadjustments•Have crisis management plan and monitor reputation dailyHave crisis management plan and monitor reputation daily

Re-CapRe-Cap