Date post: | 14-Apr-2017 |
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DLKDesign+Life+Kids
www.designlifekids.com
ComprehensiveDigitalMarke4ngCampaign,Results,
andRecommenda4onsforFutureGrowth
ExecutedandPresentedbyPeterBohan,DigitalMarkeAngConsultant
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.
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.
DLKBrandPyramidDLKhelpscreatea
modern,sophisAcatedlookforyourhomeandyourfamilythatevokes
thespiritofparentswithapassionfordesign
ThebeautyofmoderndesigncanhelpbringfamiliestogetherandhelpinspireimaginaAonandcreaAvityinyourchildren
Iwantmylivingspaceandmychildrentoevokemyspirit,personality,andpassionfordesignanddécor
Iwanttofostermychild’screa4vity
Wemakeiteasyforthedesign-mindedparenttoshopfortheirkids&themselvesatthesameAme
Weencourageyoutoshareyouraesthe4cwithyourchildren
WeareabouAqueonlineshopspecializingindesignerkidsfashion,toys,plusadultdécorandhousewares
Modern,minimalist,monochroma4cstyle
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.
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
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
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.
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
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
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%)
SEOEfforts• Un4lmid-March,her
site4tletagwasgeneric“Design+Life+Kids”andincludednokeywords.
• Allpagesusedusedthesamegenericmetadescrip4on.
• Searchesforhersitenowshowadescrip4ve4tletag,andsiteextensionswithcustomizedmetadescrip4ons.Thehomepageevenhasacalloutforthe15%offyourfirstorderoffforenewslefersignup.
• Ingeneralthesiteisplacingmuchhigherinsearchrankings.
TheSpringClearanceSale
• Toanchorcampaign+boostsales,wehada3-daySpringsale,whichran4/14-4/16.• Terms:25%offplusfreeshipping,whichisthehighestdiscountsheallowsatthispoint.
• CustomlandingpagedesignedanduniqueURLswereassignedtoeachchannelfortrackingpurposes.
• Simple,direct,withaclearcalltoac4on.
CampaignTrackingforAnalysis
• Toanchorcampaign+boostsales,wehada3-daySpringsale,whichran4/14-4/16.• Terms:25%offplusfreeshipping,whichisthehighestdiscountsheallowsatthispoint.
• CustomlandingpagedesignedanduniqueURLswereassignedtoeachchannelfortrackingpurposes.
• Simple,direct,withaclearcalltoac4on.
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.
TwieerGrowthHackingResults• Gained338newfollowersin
oneweek(a47%increase).• ThetrackingURLsenttonew
membersgenerated48sessions,and6transac4onstotaling$353.80(ora5,028%ROI).
• AOVislowerthanaverage:$59.97.Willtheyberepeatcustomers?
• CPAwasverylowat$1.15.• Organicgrowthandac4vity
(retweets,favorites,responses)hasherpagegerngmuchmorebuzz.Kimisnowpos4ngdirectlytoTwifermoreosenthesedays,cul4va4ngthisnewaudience.
• Overall,alow-costinvestmentthatmakesiteasytotargetafanbasewithhighreturn.But4meinvestedwashigh.
Takeaways• Resultssofarhavebeengreat,butIthinkshecandoalotbeferonceshechangesplatorms—to
somethinglikeShopifywhichallowsformorecustomiza4on.• Thecheckoutprocesss4llneedstobe4ghtenedupconsiderably.
UXImprovements
SEO• Sheneedstocreatemoreblogandsocialmediapoststailoredtothingsheraudienceissearchingfor
(contentpillars)tokeepimprovingsearchrankings.• Createsitetagsforeverypage,andusealttagsforeverypictureusedonthesite.
TwieerGrowthHacking• Thenumberoffollowersisn’tasimportantastheac4onthey’retaking,thesepeopleareengaged;
retwee4ngherposts,makingpurchases,blogging,spreadingtheword.• BasedonhersuccesswithInstagramandtheprofitabilityofthisTwifergrowth,Iwouldrecommend
con4nuingtotestspecialoffersandpromo4ons&alsoexperimentwithFacebookandPinterest.• Butthisissonew,wehaven’tbeenabletodoanytes4ng,butwe’dliketosee:
• Willtheyberepeatcustomers,orwasthisaone-offsuccess?(lowAOV)
• What4mesofdaydopostsgetthebestresponse?
• Whattypesofcontentdotheyrespondtothemost?
• Whattypesofofferstriggersalesorotherac4ons(likeemailsignup)?
• Canwesegmenttheaudiencebyage/loca4on/interestsandtailorcontenttothem?
EmaCampaign
Email2(SentDays2and3,4/14&4/15):• Clean,product-focuseddesign• ClearCTAbufon• Featuredcountdown4mer(free,Mo4onMail)• Daytwo:23.8$openrate,5%clickrate• Day3(FinalReminder):30.9%openrate,6.5%clickrate
Email1(SentDay1,4/14):• Clean,product-focuseddesign• DidnothaveclearCTAbufon• Featuredcountdown4mer(free,Mo4onMail)• Usedinmul4variatetest(seenextpage)
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.
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.
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
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
AdCampaignResults
SpringClearanceSaleKeywords:
KitchenCupsKeywords:
Ligh4ngandLampsKeywords:
HugoLovesTikiKeywords:
DesignLifeKidsdesignlifekids
dlkdesignkidslife
BonechinateacupDombocup
EspressocupssetModernespressocup
Modernpendantligh4ngNightlightkidsLampsforkidsCloudlamp
TikiTshirtsHugoLovesTiki
HugoLovesTikiBebeHugoLovesTikiTee
Ran 4 simultaneous campaigns 4/14 thru 4/16
SAMPLEADS
Ran 4 simultaneous campaigns 4/14 thru 4/16
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
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.
SpringSaleAudience
63% of orders during sale period were from NEW customers
Exis4ng New
63%
37%
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
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
OverallResults:March-April
March-April2015havehadbigincreasesoveraverageperformanceOct.2014-Feb.2015:
Visitshaveincreased64%
Conversionratehasincreased26%
AverageOrderValuehasincreased60%
EmailnewsleEersubscrip4onsup62%
AverageMonthlyRevenuehasincreased267%
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.
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
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
THANKYOUDesign+Life+Kids
www.designlifekids.com
ByPeterBohanApril2015