Driving Outstanding Post-Implementation Performance with Optimisation Services Transform Your Business With Salmon Ecommerce Services

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1 Driving Outstanding Post-Implementation Performance with Optimisation Services Transform Your Business With Salmon Ecommerce Services 1

2 DRIVING OUTSTANDING ECOMMERCE PERFORMANCE Over 25 years in the making, Salmon defines, delivers and drives outstanding ecommerce experiences for the world s leading brands, helping them transact more digitally and deepen engagement with their customers. Supporting client platforms that generate $5billion in annual revenue, we are WPP s largest global digital commerce consultancy. Once we ve defined how best to support your strategy, and delivered the right ecommerce solution, we work with you to drive oustanding performance... Ecommerce doesn t end with platform implementation. It may deliver a step-change but it s just the startpoint. We build momentum behind your digital commerce rollout, monitoring, analysing and enhancing so brilliant things continue to happen. We drive through innovation too, evaluating and showcasing the latest technologies to shape how customers transact in the future. Supporting strategy and quick-win tactics, we deploy: user experience and creative planning via a combination of specialist apps and approaches, applying creative expertise to investigate customer experience and improve customers digital journeys content strategy and management: optimising content to engage customers across the breadth of their digital experience, creatively marrying content with commerce data-driven insight via analytics: interrogating multiple sources to gain insight into buying behaviour and to drive dynamic improvements. Plus the application of big data to drive real-time events specific to the online user continuous optimisation: applying insight to promote deep, bespoke engagement that turns visitors not just into customers but into loyal ones Driving ecommerce solutions for leading brands: 2

3 We have worked with Salmon to evolve Halfords.com in accordance with our customers shopping habits and to ensure that our online offering is reflective of our customers expectations. This investment has centred on improving search, convenience, service; and cross-channel optimisation. Steve Lowe, Head of Service and Channel Developments, Halfords WEB ANALYTICS Evaluate your web content s quality and validate assumptions with testing Data is a potentially rich resource and every website has it in abundance. That s why website analysis and optimisation is where we make the biggest impact. We go beyond the numbers and hard data to make concrete recommendations. Then, we suggest and test improvements that increase traffic, responses to calls-to-action and sales. Benefit from custom web analytics for tagged solution design and auditing. Work with a dedicated analyst for continual site improvements that really boost revenue. Let our tailored analysis identify the biggest areas of opportunity for your business goals. Implement only the most effective options and take data-driven decisions with our multi-variant testing. Measurement We help you establish what you need to know through agreed goals, standards and KPIs. Reporting Benchmark your site and share information about your website s performance with your team using our regular reports. This will help to close any gap with competitors and plug funnel attrition. Analysis Understand user journeys across your site through analysis, then monitor the impact of your changes. Optimisation We highlight where to target under-performing areas of your website to increase revenue. 3

4 I m pleased that I haven t had much experience of crisis as the site reliability has been second-to-none. On those odd occasions where we do have a critical ticket or an issue on the site we ve always managed to get support from Salmon within our agreed SLAs to get the site back up and running and open to our customers. Clive West, Digital Director, Halfords Group WEBSITE PERFORMANCE Build-in performance early on in the project lifecycle to deliver right first time We ve developed our website performance approach tools from many years experience with high-volume ecommerce sites, so that we can meet your enterprise-level commerce needs. User Experience Optimisation We improve your user experience with enhancements such as increased download speeds. For greater control and insight we have a portfolio of review, stress-testing and investigation services. And, to help you keep up with changing commerce needs, we have a suite of analytic and planning tools too. Benefits Opt to cover the whole website with performance testing or simply focus on specific aspects. Make the most of our experience with our own tried and tested tools for performance testing and data analysis. Gain access to the collective know-how of our test partners with our total ownership approach. Back-End Code Review Refine the performance of specific functions and improve your overall site performance. Passive Website Analysis We provide insight into performance characteristics and offer solid recommendations on how to improve. Capacity Planning For Peak-Trading Protection Be prepared. Our plans and forecasts for infrastructure capacity trends ready your business for the impact of increased volume. Major Incident Investigation And Problem Resolution We draw on our experience and technical expertise to find fast and achievable solutions to website performance issues. 4

5 Salmon fully understand our online and offline customers and how the journeys can sometimes be quite a tangled web and therefore on many of the projects that we ve done recently, that relationship has meant that we ve been able to the work seamlessly to improve both our online and offline customer experience. Andrew Grainger, Chief Technology Officer, GAME CUSTOMER INSIGHT Drive sustained growth in your ecommerce business through data-driven customer insight We translate customer data into strategies and campaigns that anticipate individual customer behaviour. Before we formulate measurable action, we find out who will buy next, what they will buy and how much they will spend. Anonymous Segmentation We customise and personalise journeys for your anonymous visitors online, on-mobile and in store so you can convert unknown visitors ahead of your competition. Our insight comes from both internal and external sources, customer interviews, surveys and focus groups. We also take into account trends in buying behaviours, personas and specific market research. Benefits Personalise each customer s experience by using insight to inform every point of contact. Use customer insight as evidence to identify enhancements and prioritise investment on existing ecommerce websites. Usability Testing Inform your website design with our testing technologies. We observe and evaluate real customers using your website. Research Services We use tools such as diary studies, experience mapping and personas to uncover customer behaviour, co-ordinate cross-channel design and tailor communications. Third-Party Data Analysis For a holistic customer view we analyse data to look for opportunities in wider social trends and behaviour patterns. 5

6 Our aim was to optimise our online marketing to all of our customers, to encourage return visits and to increase sales. Salmon advised us to make some small, yet significant changes to Kiddicare.com. Salmon reviewed our promotions to make them more engaging, changed our customer content and improved our checkout and registration processes. We were delighted with the outcome-based commercial agreement and we are delighted with the results! Scott Weavers-Wright, Partner, Kiddicare.com ECOMMERCE TRADING Increase conversion rates and average basket value with merchandising and data insight To grow profitable sales we use trading consultancy to optimise the performance of your digital platform against your KPIs. Our merchandisers consider factors such as seasonality, margin ranges, targeted offers and promotion planning. They also assess content for flow and structure and check it s clear and drives action. Benefits Optimise the customer experience and commercial performance of your website by using our analytics team s experience with web analytics packages, as well as testing and optimisation tools. Learn from the bigger picture by drawing on our consultancy team s proactive interest in trends and advances in the digital and technological market. Clients have the flexibility to work with us in a variety of ways: Audit Review This one-off audit is ideal for boosting your website s effectiveness with quick-win changes. Period Of Monitoring We work with you over a critical timeframe, such as during a campaign, to monitor performance and quickly improve effectiveness. Managed Service A dedicated team fine-tunes your website over time with ongoing trading consultancy each month. 6

7 Among the customer benefits that we ve seen over the last 12 months working with Salmon, and on the changes we ve made to the site, has been a 15 percent uplift in customer conversion on Halfords.com. We ve had over one and a half million viewings of the video content that we added to the site and our customer satisfaction score for our Click-and-Collect proposition has risen significantly. Clive West, Digital Director, Halfords Group CONTINUOUS OPTIMISATION Respond quickly to pain-points in the customer journey to improve the online experience and increase conversion rates, retention and ROI We go through a rapid test and learn process using analytics and insight from tools such as Qubit. Armed with the insight acquired, we recommend and implement changes. Our experience of using continuous optimisation for many leading brands means we already know what does and doesn t work. The enhancements we make are therefore based on expertise that we ve gained from working on other commerce websites. Benefits We are able to improve the customer experience using facts rather than guesswork. With tools like Tealeaf we can dig deeper to understand why the customer is behaving a certain way or experiencing particular problem, and remedy it instantly. We apply data insight to track any issues identified in the future. This enables us to advise clients how to act quickly to prevent lost sales or other negative experiences at any journey point. Ongoing Consultancy Continually enhance the customer experience over time with quick and small incremental changes that result in sales uplift. Technology Implementation Our knowledge of tools such as A/B or multivariant testing helps us to quickly evaluate different test versions, so we can improve key metrics particularly conversion rates. 7

8 ABOUT SALMON Salmon is a global digital commerce consultancy the largest in WPP s network of companies. We define and deliver market-changing solutions and customer journeys for the world s leading brands. Established in 1989, with operations in London, New York, Melbourne and Beijing, Salmon clients include AkzoNobel, Argos, Audi UK, DFS, Halfords, Premier Farnell, Sainsbury s and Selfridges. The Strategy & Design Services and Delivery & Operations Services brochures present Salmon services that support the definition and implementation of high-impact ecommerce solutions. For more information, or visit: Salmon Ltd. All rights reserved. All company and product names, brands and symbols mentioned herein are brand names and/or registered trademarks of their respective owners. 8

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