Copyright 2015 NorthPage Inc. Digital Marketing Insight Father's Day 2015 Digital Performance Trends

Transcription

2 Report Father s Day 2015 NorthPage is excited to team with IBM to produce the Father s Day 2015 Digital Trends Report; a comprehensive review & analysis of the Top Digital Marketing Performance Trends deployed by leading online retailers. This is Part 2 in a series that includes the NorthPage Mother s Day Performance Trend Report. About The Report The digital trends, KPI relationships, and analysis presented in this report are insights from NorthPage s automated platform of 5,000+ digital marketing best practices measured against the digital footprint and capabilities of 250+ retailers. Best in Class deployment examples are included with each digital performance trend. from the following verticals are represented in this data:,, and Gear, and Retail (car accessories, tools, coffee, hobby stores, boating, etc.) This report as well as the Mother s Day Benchmark are available for download at: solutions/benchmark hub/ Learn more about NorthPage at 2

3 Cognitive Analysis Approach Father s Day Profiled digital marketing program assets and capabilities of leading department stores and sport apparel and gear, specialty and home goods retailers Digital Assets: Websites, mobile sites, social media accounts, content assets Digital Capabilities: E commerce, user experience, content marketing, product merchandising, user registration, and online support functions Conducted detailed, automated benchmarking and performance testing through the NorthPage Cognitive Marketing Analytics Platform with 5,000 digital marketing best practices and tests covering: E commerce capabilities: Digital paths to purchase, conversion drivers, offer optimization Mobile experience: Mobile user experience, functionality and conversion Product merchandising: Product page template, content and rich media optimization Website capabilities: Site functionality, usability, menus and navigation, latency, infrastructure Content marketing: Topic content, user generated content, images and video, etc. KPI drivers: Specific capabilities that drive traffic, abandonment, time spent on site, task completion, conversion, and average order value Scored target digital programs, assets and capabilities against a 10,000 company cross industry sample to evaluate strengths, challenges and areas of differentiation across the Customer Digital Journey Awareness Creation Search engine marketing, inbound content, social media awareness Demand Generation Product merchandising, website usability & functionality, mobile compatibility & functionality, content marketing Opportunity Conversion E commerce conversion, E referral conversion, User registration Customer Engagement Online support channels and content Identified representative best in class Performance Trends and competitive capabilities across leading department stores and sport apparel and gear, specialty and home goods retailers and grouped them: Best in Class Performance Examples organized by Performance Trend to demonstrate capabilities that drive KPI performance, competitive differentiation and economic results 3

4 s Father s Day 2015 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Buy Box Optimization Rewards Program Integration Shopper to Shopper Interaction Content Driven Engagement User Generated Content Leverage Always on Digital Conversion Advanced Visual Product Merchandising Digital Path to Purchase Optimization Advanced Product Discovery Digital Local Leverage 4

5 #1 Performance Trend: Buy Box Optimization Bellacor promotes discounted prices and savings in product page buy boxes to drive conversion Visitors view the original price (as a strikethrough), the dollar amount saved, and the percentage saved Prominent merchandising of sales objects and information (e.g., percent and dollar amount saved) in the buy box HOLLY & MARTIN BRYCE Product Page 5

6 #1 Performance Trend: Buy Box Optimization Shopping Network merchandises personalized savings callouts in product page buy boxes to drive conversion Visitors see a prominent callout You save $10.00 today! Prominent merchandising of sales objects and information (e.g., percent and dollar amount saved) in the buy box DR. HO S PERFECTBACK REST PRODUCT PAGE 6

7 #2 Performance Trend: Rewards Program Integration ATG displays potential reward points earned on product pages to drive conversion Visitors see that 276 REWARD POINTS can be earned by purchasing this product Potential earnings in rewards programs are prominently displayed along path to purchase CREATIVE IMAGES S6049 Product Page 7

8 #2 Performance Trend: Rewards Program Integration The Sportsman s Guide displays potential member program savings in the shopping cart to drive conversion Visitors see that MEMBERS SAVE $4.10 by purchasing this product Potential earnings in rewards programs are prominently displayed along path to purchase SHOPPING CART Page 8

9 #3 Performance Trend: Shopper to Shopper Interaction The Depot has an online forum where shoppers post content and interact with other shoppers to build customer engagement FATHER S DAY GIFT IDEAS Discussion Page Increased traffic Increased time spent on site Visitors are educated and influenced by content provided by customers and other visitors Page Down Visitors view content posted by other shoppers and The Depot employees 9

10 #3 Performance Trend: Shopper to Shopper Interaction Bass Pro Shops has an online forum where shoppers post content and interact with other shoppers to build customer engagement COMMUNITY Page MUSKIES ARE AGGRESSIVE Discussion Thread Increased traffic Increased time spent on site Visitors are educated and influenced by content provided by customers and other visitors Visitors start their own discussion threads and comment on other topics 10

11 #4 Performance Trend: Content Driven Engagement REI provides online articles, how to information, and buying guides to attract, educate and influence visitors BIKE CLOTHING: HOW TO Page Visitors see high value, targeted articles Increased traffic Increased time spent on site Improved task completion (product identification and selection) of highvalue, original content 11

12 #4 Performance Trend: Content Driven Engagement Bass Pro Shops provides online articles, how to information, and buying guides to attract, educate and influence visitors Article featuring the top 12 best Father s Day gifts for outdoor dads Increased traffic Increased time spent on site Improved task completion (product identification and selection) of highvalue, original content 12 FATHER S DAY GIFTS Page 12

13 #5 Performance Trend: User Generated Content Leverage Finish Line leverages user generated content on category pages to enable product discovery and increase conversion Images used on category pages are from customer social media posts Improved task completion (product identification and selection) Enablement and facilitation of user generated content to attract, inform and influences visitors ROSHE ONE Category Page 13

14 #5 Performance Trend: User Generated Content Leverage The Depot leverages user submitted images of products in use on product pages to increase conversion Visitors can attach images to their reviews Improved task completion (product identification and selection) Enablement and facilitation of user generated content to attract, inform and influences visitors Page Down RYOBI 18 VOLTONE+ LITHIUM Product Page 14

15 #6 Performance Trend: Always on Digital Conversion lululemon includes add to bag purchase action as the visitor zooms in on product images to enable always on conversion Visitor Clicks on Image Advanced and persistent placement of conversion functionality to streamline conversion SEA TO SKY VEST Product Page Visitors purchase products while viewing enlarged images 15

16 #6 Performance Trend: Always on Digital Conversion Lowe s maintains visibility of product name, product price, and a prominent ADD TO CART button for iphone visitors as they scroll down the page to enable always on conversion BOSCH 18 VOLT Product Page Visitors access the omnipresent ADD TO CART action while scrolling down product pages Advanced and persistent placement of conversion functionality to streamline conversion Scroll Down iphone 16

17 #7 Performance Trend: Advanced Visual Product Merchandising ASICS product pages include large, high resolution product images to more effectively engage and influence visitors, improving product selection and increasing conversion rates Visitors see large, highresolution product images Improved task completion (product identification and selection) Inclusion of large, compelling product images 33 DFA T532N Product Page 17

18 #7 Performance Trend: Advanced Visual Product Merchandising Crate & Barrel s product pages include large, high resolution product images to more effectively engage and influence visitors, improving product selection and increasing conversion rates Visitors see large, highresolution product images Improved task completion (product identification and selection) Inclusion of large, compelling product images WOVEN BLUE HAMMOCK Product Page 18

19 Father s Day 2015: Digital Performance Trends #8 Performance Trend: Digital Path to Purchase Optimization Digital Performance Trend KPI Impact Under Armour directs visitors to targeted products through visitor attribute selection to streamline digital path to purchase RUNNING Section Page Improved task completion (product identification and selection) Increased conversion RUN FAST page Trend Info Persona, need and attribute based digital functionality to target products to classes of visitors Visitors identify products through an attribute focused menu (e.g., run fast vs. run long RUN LONG page Sport Apparel & Gear Copyright 2015 NorthPage Inc. 19

20 #8 Performance Trend: Digital Path to Purchase Optimization Nike maps product sets to targeted personas to streamline digital path to purchase MEN S FOOTBALL Category Page Persona based categorization of products Improved task completion (product identification and selection) Persona, need and attribute based digital functionality to target products to classes of visitors 20

21 #9 Performance Trend: Advanced Product Discovery ASICS integrates an interactive shoe finder to drive product identification and demand Interactive shoe finder asset Improved task completion (product identification and selection) Advanced functionality to enhance product discovery RUNNING SHOE FINDER Page RESULTS Page 21

22 #9 Performance Trend: Advanced Product Discovery Carhartt integrates an interactive outerwear finder to drive product identification and demand Interactive outerwear product finder Improved task completion (product identification and selection) Advanced functionality to enhance product discovery Visitor Clicks PRODUCT FINDER Page RESULTS Page 22

23 #10 Performance Trend: Digital Local Leverage Nordstrom deploys advanced website functionality to reduce on/offline friction, driving online sales with local product pickup Visitor s location is automatically detected and local product stock is instantly displayed on product listing pages Advanced geo location, store identification and inventory status functionality to enable on/offline conversion LA JOLLA BLAZER Product Page 23

24 #10 Performance Trend: Digital Local Leverage The Depot Nordstrom deploys advanced website functionality to reduce on/offline friction, driving online sales with local product pickup Visitor s Store is automatically detected Visitor s location is automatically detected and local product stock is instantly displayed on product listing pages Advanced geo location, store identification and inventory status functionality to enable on/offline conversion iphone Desktop 24

25 Your solution is wildly compelling, I owe you my promotion and Our entire outlook on digital marketing has changed is the type of feedback we hear from our customers. NorthPage is Cognitive Marketing Analytics Digital Marketing leaders have come to love NorthPage because we unlock the what, why, where and how of digital marketing performance. Our unique platform of over 5,000 digital marketing best practices starts with an automated sweep of your entire digital footprint and empirically tests and measures how you compare to best practices and against your competitors. We pride ourselves on delivering unbiased insights and guidance personalized to your KPIs so you have the factual knowledge to confidently apply changes and improve ROI across your digital world. And we ll be your partner throughout. Visit us at NorthPage.com for a free demo of how your digital programs stack up. Thank You from Team NorthPage! Zero friction digital marketing program optimization for web, mobile, social, e commerce, content, e channel, SEM and global portfolios. Serving over 200 enterprise customers and analyzing digital programs in more than 100 countries. 25