© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Shashank Saggar | Solution Architect, OBUCiaran Doyle | VP Customer Experience, Chegg
ROI Metrics Equals Money in the Bank
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Why is identification of key ROI metrics important?
2 How did Chegg identify its important metrics
3 How did Chegg relate its key metrics to revenue
4 Conclusion, takeaways
5 Action steps
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Presenters Panel
Ciarán DoyleCiarán manages the customer-facing experience on Chegg.com. Prior to Chegg, Ciarán worked at eBay, where he was Senior Director, User Experience Design. He founded and was General Manager of Content Management Services at Intel Corporation.Prior to Intel, Ciarán was chief executive officer of Europe¹s leading new media design company, The MultiMedia Corporation
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Shashank SaggarShashank is a Solution Architect with the conversion team. He has extensive experience with leading multi-product engagements for Adobe implementations to design solutions focused to address customer KPI’s and KBR’s. He is also involved with the process to design new multi-product solutions that span across verticals and are repeatable.
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Learning and ROI
“We must develop
knowledge optimization initiatives to leverage our
key learnings..”- Scott Adams
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Your KeyROI MetricsDriveRevenue!
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Why is identification of key ROI metrics important
2 How did Chegg identify its important metrics
3 How did Chegg relate its key metrics to revenue
4 Conclusion, takeaways
5 Action steps
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How are Key Learning and ROI Related?
“1000 Spoons when all you need is a knife!”
Alanis Morissette
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Example eCommerce Optimization Metrics
Acquisition Current acquisition rate Cost of acquisition (multi-
channel) Value per visitor Affiliate performance
Conversion Most single visited pages &
bounce rate Add to cart rate Checkout rate Order conversion Sign-up rate Page views Affiliate performance
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Average Order Value Funnel fall through rate Items per order Product correlations
User Experience Visits per visitor Orders per visitor Time on site Page views
Visitor Retention New vs. returning visitors Email marketing metrics
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Example Selected eCommerce Optimization Metrics
Acquisition Current acquisition rate Cost of acquisition (multi-
channel) Value per visitor Affiliate performance
Conversion Most single visited pages &
bounce rate Add to cart rate Checkout rate Order conversion Sign-up rate Page views Affiliate performance
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Average Order Value Funnel fall through rate Items per order Product correlations
User Experience Visits per visitor Orders per visitor Time on site Page views
Visitor Retention New vs. returning visitors Email marketing metrics
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Why is identification of key ROI metrics important
2 How did Chegg identify its important metrics
3 How did Chegg relate its key metrics to revenue
4 Conclusion, takeaways
5 Action steps
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Chegg’s Business
Rent textbooks to college students online
Seasonal business
Customer demographics
Challenges
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ROI Metrics Considered by Chegg
Acquisition Cost of acquisition
(multi-channel) Value per visitor Affiliate performance
Conversion Add to cart rate Checkout rate Order conversion Sign-up rate
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ROI Metrics Considered by Chegg
Average Order Value Funnel fall through rate Items per order
User Experience Visits per visitor Time on site
Visitor Retention New vs. returning visitors Email marketing metrics
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Analytics
Testing capabilities
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Chegg’s Multi-Channel Optimization Metrics
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Your KeyROI MetricsDriveRevenue!
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Why is identification of key ROI metrics important
2 How did Chegg identify its important metrics
3 How did Chegg relate its key metrics to revenue
4 Conclusion, takeaways
5 Action steps
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Adobe Meet’s Chegg
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Expectations From Adobe
Expectations
• Understand
• KPI’s
• Design
• Execute
• Build Trust!
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Deployed Solution
Chegg’s Website
CourseRank
Email Tracking for Bronto
Internal email tracking
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Classic conversion funnel optimization
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Homepage
SERP/PDP
Shopping Cart
Checkout login
Address
Shipping
Confirm
Conversion at each funnel step
$ increase in Revenue,1 pt improvement
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Homepage Optimization
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16 different homepages tested
Cartoon homepage includes
Result: 5% conversion improvement
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My Account optimization
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Optimize My Account
Allow customers to solve their problems, quickly
Approach
Results
20% reduction in contacts
5% increase in conversion
Before
After
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Why is identification of key ROI metrics important
2 How did Chegg identify its important metrics
3 How did Chegg relate its key metrics to revenue
4 Conclusion, takeaways
5 Action steps
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Identified the importance of key ROI metricsLooked at why these metrics are important to revenue
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Your KeyROI MetricsDriveRevenue!
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Why is identification of key ROI metrics important
2 How did Chegg identify its important metrics
3 How did Chegg relate its key metrics to revenue
4 Conclusion, takeaways
5 Action steps
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Action Steps
How to increase your revenue?
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Determine correlation with revenue
Identify and quantify your metrics
Decide on the most important metrices
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Execute!
Step 1 Step 2 Step 3 Step 4
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Q&A
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.