Nitro pak

Nitro-PakConsulting Project

Sean Sweeney | Doug Lundberg | Josh Benson

OverviewClient Objective | Revenue Source | KPIs to Business

Client Overview

• Nitro-Pak is an industry leader in Emergency Preparedness products.

• The Nitro-Pak website sells:• freeze dried foods

• emergency food storage

• dehydrated foods

• 72 hour kits

• camping equipment

• survival gear

• Competitors would include DailyBread, TheReadyStore, and Emergency Essentials.

Revenue Source

• Nitro-Pak receives it’s primary revenue from the sale of goods on their website.

• Products range in price and size• 1-year food supplies around $5,300 @ 541 lbs.

• Freeze Dried Ice Cream for $2.00 @ 0.07 lbs.

• Nitro-Pak uses various channels• Email Marketing

• Social Media Marketing

• PPC

• Other sources include affiliate websites.

KPIs to Business

MAIN• AOV

• Conversion Rates

• CTR

TYPICAL• Visits / Unique Visits

• Bounce Rate

• Etc.

RecommendationsFinal Recommendations | Targeted Pillars | Reasons

Final Recommendations

• We wanted to explore avenues that Nitro-Pak hasn’t exploited

• Difficult because SEBO has been consultant for near a decade

• Forced us to dive deep

• Client Goals communicated to us:

• Increase Traffic to the website

• Increase website sales and orders

• Increase Average Order Values

(Basically, improve all three borders)

Targeted Pillars

• Increase Traffic to the Website - TP 3: Increase Exposure

• Maximize Average Order Value - AV 5: Encourage Repeat Orders

• Improve Website Conversion Rates - Keyword, Ad, Landing Page Matching

• CV 1: A/B Test the PPC Ad

• CV 3: Keyword, Ad, Landing Page Matching

• CO 2: Marketing Messaging

Increase Traffic to the Website - Increase Exposure

• Explore different areas that may not have been touched by Nitro-Pak to increase traffic to website (already well optimized)

• Regional Targeting for Adwords (TP3)




• Adwords targeting the hurricane affected areas (Florida to New Jersey) to advertise relevant emergency preparedness

Hurricane Emergency Prep

Hurricane Survival kits To Help

Your Family Be Ready

http://www.Nitro-Pak.com

(http://www.nitro-pak.com/survival-

kits?dir=desc&p=clear&cat=335)

Are You Hurricane-Ready?

Be prepared for the next "Hurricane

Sandy." Get 72-hour kits today!





• Adwords targeting the hurricane affected areas (Florida to New Jersey) to advertise relevant emergency preparedness

Hurricane Emergency Prep

Hurricane Survival kits To Help

Your Family Be Ready


(http://www.nitro-pak.com/survival-

kits?dir=desc&p=clear&cat=335)

Are You Hurricane-Ready?

Be prepared for the next "Hurricane

Sandy." Get 72-hour kits today!



• Target areas prone to earthquakes with emergency kits catered toward earthquakes (California)

Ready for the Big One?

72 Hour Food and Water

Earthquake Kits Available!


(http://www.nitro-pak.com/survival-kits?dir=desc&p=clear&cat=333)

Earthquake Kits

Emergency Earthquake Kits

Be ready for the Big One

http://www.Nitro-Pak.com (http://www.nitro-pak.com/survival-kits?dir=desc&p=clear&cat=333)


• Target the LDS community with keywords taken from relevant talks

• Keywords: Self Reliance, 3 Month Supply, Long Term Supply of Basic Food Items, Freeze-dried Meals, Emergency Food Supply, Best Survival Food

Follow the Prophet

Have a 3-Month Supply of Food and

Water at all times. Get yours here!


Emergency Food Supply

Self-reliance is important when an

Emergency strikes. Are you ready?


Best Survival Food

Long-lasting freeze dried

food at half the cost!

http://www.nitro-pak.com

http://www.nitro-pak.com/

Maximize AOV - Encourage Repeat Orders

• Email visitors have brought in 8,017 visits, 327 orders, and $88k in revenue from Sept 1 – Nov 8

• October 28th = Email Blast

• Accounts for spike in revenues

• Recommendations

• Two Email blasts a month• Cater Emails to match individual customers (“Last time you bought this... you might be

interested in...”)

• Optimize layout and message similar to lever 3

Maximize AOV – Encourage … (cont.)

• Recommendations

• Revise Facebook Marketing Campaign• Page lacked personal appeal and

engagement

• Brought in around $1,000 in revenue during the reporting period

• Implement “giveaway” campaign using customer involvement

• Leverage customer participation through emergency survival campaigns

Improve Website Conv. Rates - Keyword, Ad, Landing Page Matching

• Nitro-Pak’s current landing page lacks some marketing elements

• Call to action should be more prominent

• Benefits of product not highlighted

• 1.19% conversion rate current average

• Create A/B testing comparing current page to revised / optimized layout for specific campaign (We picked Mountain House)

• Goal to bump conversion rate by 1% (from 2.40%)

• Create better layout / landing page

CAVEAT: We were unable to create a page separate from the basic structure of the site, so we were limited in our expectations for the new landing page.

Improve Website Conv. Rates (cont.)

Landing page before revision

Improve Website Conv. Rates (cont.)Proposed Layouts

Results

Impact of Lever One (Keyword expansion)

• Current status is that the number of visits is not substantial enough from the testing

• Two campaigns were created• 17 Visitors from LDS Campaign

• 12 Visitors from earthquake campaign

• Zero purchases from either campaigns

• May indicate the need to revisit strategy

Impact of Lever Two (Email / Facebook)

• Emails have been sent out and Nitro-Pak has started interacting more with customers on Facebook.

• Email campaign – Nitro-Pak had planned on sending out multiple emails in November to announce Black Friday sales and Cyber Monday sales. Because of Black Friday and Cyber Monday, it does look like November will produce $75k+ in email revenue compared to $22k in October and $54k in September.

Impact of Lever Two (Email / Facebook)

• Facebook interaction - client posted both a giveaway as well as a preparedness question and got 13 likes and 15 responses. Still needs more time to develop. Here are some stats on Facebook revenue to NP's site:• September: $1015, 112 visits

• October: $0, 162 visits

• November: $0, 473 visits

8 Comments | 4 Likes

Impact of Lever Three (A/B Testing)

• Original Page:

• 2.40% conversion rate

• $84.99 cost/order

• $206 revenue/order (http://www.nitro-pak.com/products/freeze-dried-foods and http://www.nitro-pak.com/products/freeze-dried-foods/mountain-house-10-cans)

• New Page:

• 3.82% conversion rate

• $54.81 cost/order

• $485 revenue/order

Impact of Lever Three (A/B Testing)

Landing page after revision

SummaryImproving Recommendations | Future Recommendations |

Improving Recommendations

• Lever 1• Wait and see (especially on look out for natural disasters)• Discontinue (Costs > Revenue)

• Lever 2• Do a better job connecting emails with Facebook page• Continue engaging customers with more giveaways and other engaging activities

(Young Family Dental)

• Lever 3• Create a separate page from site

• Remove header and sidebar• Create stand-alone page or microsite

• Use landing pages on other campaigns

Future Recommendations

• Restructure product layout and pages• Design• Hierarchy• Increase conversion rates and repeat visits

• Revise marketing messages to include more benefits and other marketing elements• Expect to see higher conversion rates and AOV

• Banners shouldn’t be pictures• Google can’t read banners (Lack Alt and Title tag)• Low quality• Expect to see better SEO results

• Continue email blasts twice a month• Expect to see similar results to November (Upper Bound of $900,000/Yr)

Lessons and Insights

• Engaging customers is extremely important in turning prospective customers into converted customers

• Don’t bury KPIs• Make it easy for customers to convert

• Keep site uncluttered

• Site design has a large impact on increasing average order value and reducing costs per visit

• Discovering improvements to SEO and PPC efforts requires hours and hours of time and effort sifting through data and keeping your “ducks in a row”

Q&A

Date post:	22-Nov-2014
Category:	Business
Upload:	sean-sweeney
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