The Numbers are People Too, LavaCon 2014

The Numbers Are People Too

Shaun Tinney

Trusted e-commerce advisorsOur challenge: Double online revenues within 2 years.

Client Results

1. Philosophy 2. Case Study 3. Process & Results

Conversion rate vs failure rate.

Start with the customer.

Think of your site like a store.

1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty

The Sales Cycle

1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty

Your website

The Sales Cycle

1. Awareness 2. Interest 3. Desire 4. Research 5. Purchase 6. Loyalty

Your website

The Sales Cycle

Your marketing

Your products

Best guess & test.

If you have to use text, write it in here.

Work on what’s working.

80/20 Principle

Invest where it counts…

Customer Types

Baseball player, Team sports coach, Parents…

Popular Content

Home, Baseball bats, Clearance products, Gloves...

Search Terms

Bats, Ball gloves, Catcher’s gear...

Product Sales

Baseball bats, Hockey sticks, Catcher’s gear...

Help people do things.

Case Study

1. Brand Research 2. Consumer Research 3. Implementation4. Calibration

Prioritize goals, not features.

1. Increase online sales 2. Reduce bounce rate 3. Increase new site visitors 4. Increase touch points 5. Increase social follows

Easton’s Business Goals

1. Brand Research 2. Consumer Research 3. Implementation4. Calibration

“Everything out there has basically the same description but a few hundred dollars

difference in price, it’s really hard for people to know what to buy.”

—J. Reid, Easton Customer

• Purchase influencers • Correctly choosing product sizes • Effective use of video • Product and technology descriptions • Quality user review content • Team purchasing • Post purchase follow-up • Warranty issues • Site speed

Key Research Insights

1. Find the right product 2. Easily compare products 3. Find a store nearby 4. Research from mobile 5. Customize equipment

Easton Customer’s Goals

User Contexts• Pre-purchase

• Research • Selection

!

• Purchase • Confirmation

• Post-Purchase • Evaluation • Recommendation

1. Brand Research 2. Consumer Research 3. Implementation4. Calibration

Before

After

• 70% increase in desktop revenue • 49% increase in transactions • 44% increase in unique purchases • 38% increase in purchase quantity • 12% increase in conversion rate

Primary Screen Results

Old Site

New Site

• 659% increase in mobile revenue • 621% increase in purchase quantity • 601% increase in transactions • 567% increase in unique purchases • 136% increase in conversion rate

Mobile Screen Results

The site paid for itself within ten weeks of launch.

1. Brand Research 2. Consumer Research 3. Implementation4. Calibration

Easton.com Continued Calibration

Measured Improvement

Navigation Search User Testing

Conversion Social Content

Best guess & test.

Product Grid Legibility

Before After

18% Revenue Increase

Clear Messaging

Before After

23% Revenue Increase

Product Comparison

35% Revenue Increase

Product Filtering

52% Revenue Increase

Site Speed

Conversion Rate / Load Time

1 second delay = $75k

• Take (at least) 4 years of data • Compare month by month • Look for patterns & seasonality • Calculate growth averages • Model expected growth

Projecting Growth

Projecting Growth

January February March April May June…

42% + 13% + 17% + 32% + 41% + 52%… / 12 = 68%

Start with your customer.

Help them reach their goals.

Take your best guess, then test.

Track their success rate.

Always be improving.

the good.com/research shaun @ the good.com

Thank you