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Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

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DLK Design + Life + Kids www.designlifekids.com Comprehensive Digital Marke4ng Campaign, Results, and Recommenda4ons for Future Growth Executed and Presented by Peter Bohan, Digital MarkeAng Consultant
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Page 1: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

DLKDesign+Life+Kids

www.designlifekids.com

ComprehensiveDigitalMarke4ngCampaign,Results,

andRecommenda4onsforFutureGrowth

ExecutedandPresentedbyPeterBohan,DigitalMarkeAngConsultant

Page 2: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

KIMWARDELLFounder, CEO West Chester, PA

�  DLK, launched in October 2014, is a carefully curated collecBon of children's fashion, accessories, toys and decor for the modern aestheBc loving family.

�  Based off of Kim’s blog of the same name (founded in June 2012), she focuses her love of clean, minimalist design into an shop featuring bouBque designers. Each item is hand picked and all kids pieces are approved by her two daughters.

Page 3: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

ElevatorPitch

Forthedesign-lovingparentwhowantshomeandchildren’sstyletobeanaesthe4cexpressionofwhotheyare,Design+Life+Kidsisaspecialtyonlineshoppingdes4na4onthatoffersbou4que-brandkidsfashion,toys,accessorieshomedécorandmore.Unlikeotherbou4queonlineshopswhoonlyspecializeinchildren’sclothingandaccessories,DLKmaybetheonlyonetomixspecialitykidsproductswithadulthousewares,allowingparentstosharetheirmodern,minimaliststylewiththeirkids,andshopforthemselvesatthesame4me.

KimWardellalsobringsapersonaltouchtotheshoppingexperiencethatthelargershops,likeTheLandofNod,FawnandForest,RosenberryRooms,andothers—shenotonlyhand-pickseveryiteminthestoreandpacksandshipseveryorderherself—hertwodaughtersapproveeverykidsproduct.Andthedetailsofherlifeandbusiness,some4mesrawandpersonal,aresharedonthecompanyblog.

Page 4: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

DLKBrandPyramidDLKhelpscreatea

modern,sophisAcatedlookforyourhomeandyourfamilythatevokes

thespiritofparentswithapassionfordesign

ThebeautyofmoderndesigncanhelpbringfamiliestogetherandhelpinspireimaginaAonandcreaAvityinyourchildren

Iwantmylivingspaceandmychildrentoevokemyspirit,personality,andpassionfordesignanddécor

Iwanttofostermychild’screa4vity

Wemakeiteasyforthedesign-mindedparenttoshopfortheirkids&themselvesatthesameAme

Weencourageyoutoshareyouraesthe4cwithyourchildren

WeareabouAqueonlineshopspecializingindesignerkidsfashion,toys,plusadultdécorandhousewares

Modern,minimalist,monochroma4cstyle

Page 5: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

CoreConsumers�  Mainly woman with children, ages 25-44.

�  Family-focused parents who like to shop, and love home furnishings and décor with an average annual household income of $125,000.

�  Top countries: U.S. (64%), Canada (9%), Australia (6%), U.K. (4%).

�  89% female, 11% male. Urban and suburban. 55% mobile, 45% desktop.

�  Anyone who appreciates modern design and home décor.

Page 6: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

Month Visits Conv.Rate Avg.Value Revenue TransacAons

Oct.2014 5,149 1.44% $55.40 $4,100 74

Nov.2014 5,929 1.65% $66.90 $6,556 98

Dec.2014 5,903 1.58% $83.07 $7,726 93

Jan.2015 8,666 1.18% $79.17 $8,075 102

Feb.2015 6,966 1.42% $60.45 $5,984 99

AVERAGES: 6,522 1.45% $69.00 $6,488 93

DLKPerformanceThroughFebruary2015

Page 7: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

Kim’sGoal:Reach $20K in revenue in one month.

Work began early March 2015

ObjecAve1:OpAmizeHomepageLayout,SEO+CheckoutFuncAonality

ObjecAve2:BoosteNewsleeerSubscripAons+PlanEmailCampaignAroundSpecialSale

ObjecAve3:ExecutePaidAdCampaigns+SocialGrowthHackingto

PromoteSale

Page 8: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

UXCriAque/OpAmizaAon

HomepageIssues:

•  No call to acBon. •  Top product shots do not click-through •  Email signup and social follow icons at

boaom of page (3 scrolls)

•  Search field at boaom of page •  Calls out shipping policy at very top of page –

Use for something more important? •  Huge list of designers at boaom of page.

Page 9: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

UXCriAque/OpAmizaAon

ViewCart/CheckoutProcessIssues:•  No ability to create an account •  Missed opportunity to upsell •  Search field should be visible to

encourage addiBonal shopping

•  From start to finish, purchasing an item takes 6 clicks.

•  No way to sign up via social, or pay using PayPal

Page 10: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

UXDesignRecommendaAonsHomepage-RedesignsotheseareallABOVETHEFOLD:

•  Searchforaproduct

•  Signinorregisterfortheiraccount

•  Abilitytosort/narrowproductsbytype,brand,price,ormostpopular

-Moveenewslefersignupabovethefold,withspecialofferandclearcalltoac4on•  DirecttoaThankYoupagesosignupsare

trackedviaGoogleAnaly4cs-Removedesignerlist,andallowusertosortbydesignerwithasimpledropdownlist-Replacetopbannertextwithspecial15%discountforfirst-4meenewslefersignups-ConsideraddingPicreeltothispagewithen4cingoffertoreducebouncerate

CheckoutProcess-Therearetoomanyclicksandstepsneededtocompleteapurchase,soIwouldtrytokeepthisto1-3steps,max.

-CheckoutPage1:

•  Encourageusertocreateanaccount–ideallythroughasocialaccount(likeFacebook)

•  ConsideraddingLiveHelporCustomerServiceChat

•  Inshowcartmode,upsell1-2otheritems

•  AllowfastcheckoutwithPaypal

-ForCheckoutPage2:

•  Showsecurityseals(asmanyaspossible)

•  Showfullorderdetailsandabufontoconfirmorder,Ideallyitcouldendhere

-ForCheckoutPage3(ifneeded):

•  DirectimmediatelytoThankYoupagewithconfirma4on#andreaffirmingmessagethattheorderisonitsway

Page 11: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

UXDesign:Mar-AprUpdate

ImprovementsandResults:•  Enewsleaer signup above the fold on

homepage, with 15% discount offer. •  Top announcement bar also calls out

15% discount for enewsleaer signups

•  Email signups: Up 46% (414 to 605) •  Bounce rate: Down 39% (24.68% to 14.95%) •  Conversion rate: Up 86% (1.45% to 2.71%)

Page 12: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

SEOEfforts•  Un4lmid-March,her

site4tletagwasgeneric“Design+Life+Kids”andincludednokeywords.

•  Allpagesusedusedthesamegenericmetadescrip4on.

•  Searchesforhersitenowshowadescrip4ve4tletag,andsiteextensionswithcustomizedmetadescrip4ons.Thehomepageevenhasacalloutforthe15%offyourfirstorderoffforenewslefersignup.

•  Ingeneralthesiteisplacingmuchhigherinsearchrankings.

Page 13: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

TheSpringClearanceSale

•  Toanchorcampaign+boostsales,wehada3-daySpringsale,whichran4/14-4/16.•  Terms:25%offplusfreeshipping,whichisthehighestdiscountsheallowsatthispoint.

•  CustomlandingpagedesignedanduniqueURLswereassignedtoeachchannelfortrackingpurposes.

•  Simple,direct,withaclearcalltoac4on.

Page 14: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

CampaignTrackingforAnalysis

•  Toanchorcampaign+boostsales,wehada3-daySpringsale,whichran4/14-4/16.•  Terms:25%offplusfreeshipping,whichisthehighestdiscountsheallowsatthispoint.

•  CustomlandingpagedesignedanduniqueURLswereassignedtoeachchannelfortrackingpurposes.

•  Simple,direct,withaclearcalltoac4on.

Page 15: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

TwieerGrowthHacking

Version1:•  Product-focused•  4,199impressions•  30websiteclicks•  5pagelikes•  6postlikes

•  DLK’sInstagramgrouphas14,300followers,1,500Facebookfans,yetTwiferwaslaggingbehindwith720followers.

•  Iwantedtoexperimentwithgrowthhacking,sousedUnfollowers($6.90/month)topromotetheSpringSale.

•  NewfollowersreceivedanautomatedDirectMessagewithacalloutforthesale,promocode,andtrackingURL(shortened)leadingdirectlytolandingpage.

•  Followedcompe4torsandtrustedbloggers’fans,alongwithpopularhashtags,witha20%follow-backrate.

Page 16: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

TwieerGrowthHackingResults•  Gained338newfollowersin

oneweek(a47%increase).•  ThetrackingURLsenttonew

membersgenerated48sessions,and6transac4onstotaling$353.80(ora5,028%ROI).

•  AOVislowerthanaverage:$59.97.Willtheyberepeatcustomers?

•  CPAwasverylowat$1.15.•  Organicgrowthandac4vity

(retweets,favorites,responses)hasherpagegerngmuchmorebuzz.Kimisnowpos4ngdirectlytoTwifermoreosenthesedays,cul4va4ngthisnewaudience.

•  Overall,alow-costinvestmentthatmakesiteasytotargetafanbasewithhighreturn.But4meinvestedwashigh.

Page 17: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

Takeaways•  Resultssofarhavebeengreat,butIthinkshecandoalotbeferonceshechangesplatorms—to

somethinglikeShopifywhichallowsformorecustomiza4on.•  Thecheckoutprocesss4llneedstobe4ghtenedupconsiderably.

UXImprovements

SEO•  Sheneedstocreatemoreblogandsocialmediapoststailoredtothingsheraudienceissearchingfor

(contentpillars)tokeepimprovingsearchrankings.•  Createsitetagsforeverypage,andusealttagsforeverypictureusedonthesite.

TwieerGrowthHacking•  Thenumberoffollowersisn’tasimportantastheac4onthey’retaking,thesepeopleareengaged;

retwee4ngherposts,makingpurchases,blogging,spreadingtheword.•  BasedonhersuccesswithInstagramandtheprofitabilityofthisTwifergrowth,Iwouldrecommend

con4nuingtotestspecialoffersandpromo4ons&alsoexperimentwithFacebookandPinterest.•  Butthisissonew,wehaven’tbeenabletodoanytes4ng,butwe’dliketosee:

•  Willtheyberepeatcustomers,orwasthisaone-offsuccess?(lowAOV)

•  What4mesofdaydopostsgetthebestresponse?

•  Whattypesofcontentdotheyrespondtothemost?

•  Whattypesofofferstriggersalesorotherac4ons(likeemailsignup)?

•  Canwesegmenttheaudiencebyage/loca4on/interestsandtailorcontenttothem?

Page 18: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

EmaCampaign

Email2(SentDays2and3,4/14&4/15):•  Clean,product-focuseddesign•  ClearCTAbufon•  Featuredcountdown4mer(free,Mo4onMail)•  Daytwo:23.8$openrate,5%clickrate•  Day3(FinalReminder):30.9%openrate,6.5%clickrate

Email1(SentDay1,4/14):•  Clean,product-focuseddesign•  DidnothaveclearCTAbufon•  Featuredcountdown4mer(free,Mo4onMail)•  Usedinmul4variatetest(seenextpage)

Page 19: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

EmaCampaignResults

Version2:• SenttosegmentwhohaveNOTopenedanyoflast5campaigns.• Subjectline:WEMISSYOU!Comebackfor25%OFF+FREESHIPPING!• 310recipients• 14.8%openrate• 4.8%clickrate

Version1:• Senttosegmentwhohaveopenedatleast1oflast5campaigns• Subjectline:BigClearanceSale:25%OFF+FREESHIPPING-3DaysOnly!• 299recipients• 57.5%openrate• 25.8%clickrate

MulAvariateTest:• Sentsameemailto2differentlistsegmentswithdifferentsubjectlines.

Page 20: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

EmaCampaignResultsOverall:• Emailcampaignbudget:$0(FreeMailChimpplan)• Listsizeat4meofcampaign:578• Totalopens:399•  Totalclicks:130•  Orders:27•  Conversionrate:8.56%•  AOV:$88.59•  Revenuegenerated:$2,392.80

MulAvariateTest:•  Lessonlearned:Segmen4ngthelist,andtailoringsubjectlinesandcontentcanengagestagnantsubscribers.•  Recommendexecu4ngaddi4onaltests:surveys,segmenta4on,personaliza4on.•  PerformmoreA/Bteststoseewhatkindofimageryandsubjectlinesaremostsuccessful.

Page 21: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

AdCampaignResults

Version2:•  Lifestyleandsale-focused.Senseofurgency.•  10,689impressions•  58websiteclicks•  5pagelikes•  4postlikes•  0.54%conversionrate

Version1:•  Product-focused.Senseofurgency.•  4,199impressions•  30websiteclicks•  5pagelikes•  6postlikes•  0.71%conversionrate

Page 22: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

AdCampaignResults

Rundates: 4/14-4/16

Budget:$119.69

Impressions:14,888

Audience: “Lookalike” Women 25-65

Websiteclicks:88

CTR(websiteclicksonly):0.59%

Orders: 2

Revenue:$114.00

AOV:$57.00

ROI:-5%

CPA:$59.85

Page 23: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

AdCampaignResults

Page 24: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

SpringClearanceSaleKeywords:

KitchenCupsKeywords:

Ligh4ngandLampsKeywords:

HugoLovesTikiKeywords:

DesignLifeKidsdesignlifekids

dlkdesignkidslife

BonechinateacupDombocup

EspressocupssetModernespressocup

Modernpendantligh4ngNightlightkidsLampsforkidsCloudlamp

TikiTshirtsHugoLovesTiki

HugoLovesTikiBebeHugoLovesTikiTee

Ran 4 simultaneous campaigns 4/14 thru 4/16

SAMPLEADS

Page 25: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

Ran 4 simultaneous campaigns 4/14 thru 4/16

Page 26: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

RESULTS

Rundates:4/14-4/16

Budget:$165.00

Impressions:4,336

Audience: Desktop, Women 25-44

TotalClicks:85

CTR:1.96%

Orders: 5

Revenue:$463.00

AOV:$92.60

ROI:181%

CPA:$33.00

Page 27: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

Takeaways•  Greatresults,highAOVandveryprofitable,butwiththeemaillistgrowing,sheneedstostartcrea4ng

moreengagingcontentforthem.•  Definitelydomoretes4ng,segmen4ng,andpersonalizingemailstailoredtoconsumerinterests.

EmailCampaign

FacebookAdverAsing•  Whilethiscampaignwasn’tpar4cularlysuccessful,theabilitytotargetyouraudiencetosuchahigh

degreecallsformoreexperimenta4onandinvestment.WhattypesofadsDOwork?•  Weinstalledatrackerontothehomepage,sowecantargeteveryonewhovisitsthewebsitefrom

Facebook.Adver4sespecificproductstothem,drivethembackforpurchases.•  Tryproductslideshowadsfeaturingbiggestsellers.

GoogleAdWords•  Focusonhigh-intent,long-tailkeywordsduringsaleperiods.Moregenerickeywordshavetoomuch

compe44on.•  Thiscampaignwasprofitable,andhadahigher-than-averageordervalue,sokeepinves4ngandtes4ng!•  Keepresearchingkeywordsandcompe44on.•  Testheadlinesandothercopytoseewhatgeneratesthebestresults.

Page 28: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

SpringSaleAudience

63% of orders during sale period were from NEW customers

Exis4ng New

63%

37%

Page 29: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

OverallResults

March revenue nearly tripled that of February, and April will be DLK’s most profitable month ever!

Month Visits Conv.Rate Avg.Value Revenue TransacAons

Oct 5,149 1.44% $55.40 $4,100 74

Nov 5,929 1.65% $66.90 $6,556 98

Dec 5,903 1.58% $83.07 $7,726 93

Jan 8,666 1.18% $79.17 $8,075 102

Feb 6,966 1.42% $60.45 $5,984 99

Mar 9,179 1.88% $83.41 $14,430 173

Apr 11,154 2.55% $113.93 $32,167 284

Page 30: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

OverallResults:March-April

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Visits, Conversion Rate & Revenue by Month

Visits

Revenue

Conv. Rate

Page 31: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

OverallResults:March-April

March-April2015havehadbigincreasesoveraverageperformanceOct.2014-Feb.2015:

Visitshaveincreased64%

Conversionratehasincreased26%

AverageOrderValuehasincreased60%

EmailnewsleEersubscrip4onsup62%

AverageMonthlyRevenuehasincreased267%

Page 32: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

Recommenda4onsforGrowth:OWNEDWebsite: Change plakorm to reconfigure homepage layout, enable customer accounts, streamline checkout system, enable easy product sorBng. SEO. Blog: Focus on content pillars + thought leadership in kids décor and design. -What do your customers want to know more about? SocialMedia:Posts should work in tandem with blog and enewsleaer topics. Grow fanbase. LandingPages:Use more onen for special promoBons. Experiment with layouts. -Use tracking URLs to analyze results. Email: Grow list as much as possible. Focus on content for weekly enewsleaer (interviews, product video, contests), consider invite-only VIP list.

Page 33: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

Recommenda4onsforGrowthPAIDOpAmizaAon:Consider OpBmizely or VWO for high-conversion landing pages AffiliateMarkeAng: Get more engaged referrals SocialMediaTools:To make strategy, posBng, tracking, + planning content and editorial easier AdverAsing:ConBnue to experiment with Google and Facebook– it’s worth more investment/exploraBon

EARNEDSocial: Encourage more sharing & referrals PR: Hire freelancer to pitch media to coincide with website relaunch and generate buzz

Page 34: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

Focusoncontentpillarsinblogandsocialmediaposts.GeneratesinterestedtrafficandboostsSEO.

CustomerInterests BrandInterests

ContentPillars:

þ  Howtoinvolveyourchildreninyourdesignlife

þ  MinimalistDesign

þ  Décor,food,andentertaining

•  Interior design

•  Minimalist decor

•  Entertaining

•  Raising kids

•  Food/Cooking

•  Personal Style

•  Clothes

•  ImparBng their sense of style to their children Modern living

•  Suburban life – Urban aestheBc

•  To find and share the beauty in our every day

•  Fashion

•  Décor

•  Love of beauBful design

•  Minimalist design

•  Entertaining

•  Sharing love of design with kids – how to bring them into your life

•  Being a single mom

Page 35: Digital Marketing (SEO, SEM, Growth Hacking, Paid Social Advertising) for Ecommerce Startup

THANKYOUDesign+Life+Kids

www.designlifekids.com

ByPeterBohanApril2015


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