Team 2o7 – Web Analytics Competition

1. Team 2o7 – Web Analytics Competition • Casey Jackman • Software Engineering • Kirk Ouimet • Web Marketing • Richard Taggart • Technology Instruction

2. Backcountryoutlet.com Background • Business model: E-commerce • Site objectives • “We want to be the leading seller of discounted snowboarding equipment” • Sell off last season’s inventory in order to free up cash to purchase more product • Move expired merchandise • Current marketing methods • Heavy SEO and referrals from backcountry.com • Tuesday e-mail blasts

3. KPIs for E-commerce Sites Yield Conversion Order Size

4. Yield = Revenue / Visits • Primarily involved with how people are finding the site • Relative indicators • Number of visits and visitors • Average position in search engine listings • Search terms (paid and natural) • Return on advertising spending • Error pages, referring domains, referring URLs

5. Yield – Revenue in January 2008 • Yield = Revenue / Visits • $1.1 million in revenue in Jan. (~$35,000/day) • Most sold product: Nixon Gable Baseball Cap

6. Yield – Visits in January 2008 • Yield = Revenue / Visits • 808,874 visits in January (~30,000/day) • 59% from other websites, 33% from search engines, 7% direct

7. Yield in January • Monthly Yield = $1.1 million / 809,000 visits • Yield for January = $1.36 / visit

8. Yield – Recommendations • Stop paying for keywords that are already in the first position in search engine listings:

9. Example of Paying for Natural Keywords • Stop paying for keywords that are already in the first position in search engine listings:

10. Reallocate Advertising Funds • Term “backcountry outlet” – 1,857 clicks • Term “back country outlet” – 564 clicks • 2,421 clicks at a conservative 30 cent CPC = $726.3 of poorly allocated advertising spending per month ($8,715.60 per year) • Recommendation: Spend the money on more specific keywords like product or brand names

11. Effects of Reallocating Advertising Funds • Less money spent on keywords that are already ranked in the first position • More advertising funds available to spend on valuable keywords such as “snowboards”, “prana”, “oakley sunglasses”, and “discount ski gear” – keywords which historically increase backcountryoutlet.com’s yield

12. Conversion = Orders / Visits • Primarily involved with how people are interacting with your site • Relative indicators • Number of visits and orders • Cart opens, additions, checkouts • Cart fallout percentage • Checkout initiation rate • Product browse to buy ratio

13. Conversion Visits Orders Conversion Rate

14. Conversion Breakdown • Conversion = Orders / Visits (100,795 / 6,284,598 = 1.60%) • Can be broken down into a factor of • Cart Opens / Visits • Orders / Cart Opens 5.3% x 30.0% = 1.6%

15. Increasing Conversion Conversion = Cart Opens Visits x Orders Cart Opens

16. Increasing Conversion Campaign Conversion Campaigns with most orders for October ’07

17. Conversion – Recommendations • Use more coupon codes • People are ~4% more likely to place an order if they have a coupon code • Increase the number of feed subscribers • Make it easy to subscribe to a feed

18. Order Size – Search Engine Referrals

19. Site Map

20. Most Popular vs. Highest Revenue Pages

21. Most Lucrative Pages

22. 66 North Iceland Revenue

23. Screen clipping taken: 2/22/2008, 10:46 AM Recommendations

24. Revenue Comparison • Currently Linked on SiteMap • Subcategory: 66 North Iceland : $408 • Category Shoes : $1447 • Recommended Link on SiteMap • Category Men’s Jackets : $6,357 • Category Sunglasses : $3,376

25. Screen Resolution

26. Landing pages

27. Recommendations • Stop spending advertising funds on highly ranked natural keywords • Start spending advertising funds on specific product and brand keywords • Utilize coupon codes • Focus on RSS feed visibility and subscriptions • Capitalize on Google’s sitemap • Cater popular content to low resolution visitors