transform your business with salmon ecommerce services€¦ · transform your business with salmon...
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www.salmon.com 1
Driving Outstanding Post-Implementation
Performance withOptimisation Services
Transform Your Business With Salmon Ecommerce Services
www.salmon.com 2
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 start-
point. 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 OUTSTANDING ECOMMERCE PERFORMANCE
Driving ecommerce solutions for leading brands:
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Our ApproachData 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.
Our ServicesMeasurementWe 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.
WEB ANALYTICS
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Evaluate your web content’s quality and validate assumptions with testing
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“
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Our ApproachWe’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.
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.
Our ServicesUser Experience OptimisationWe improve your user experience with
enhancements such as increased download
speeds.
Back-End Code Review
Refine the performance of specific functions and
improve your overall site performance.
Passive Website AnalysisWe provide insight into performance
characteristics and offer solid recommendations
on how to improve.
Capacity Planning For Peak-Trading ProtectionBe prepared. Our plans and forecasts for
infrastructure capacity trends ready your business
for the impact of increased volume.
Major Incident Investigation And Problem ResolutionWe draw on our experience and technical
expertise to find fast and achievable solutions to
website performance issues.
WEBSITE PERFORMANCE
Build-in performance early on in the project lifecycle to deliver right – first time
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“
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Our ApproachWe 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.
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.
Our ServicesAnonymous SegmentationWe customise and personalise journeys for your
anonymous visitors – online, on-mobile and in
store – so you can convert unknown visitors
ahead of your competition.
Usability TestingInform your website design with our testing
technologies. We observe and evaluate real
customers using your website.
Research ServicesWe 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 AnalysisFor a holistic customer view we analyse data to
look for opportunities in wider social trends and
behaviour patterns.
CUSTOMER INSIGHT
Drive sustained growth in your ecommerce business through data-driven customer insight
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“
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Our ApproachTo 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.
Our ServicesClients have the flexibility to work with us in a
variety of ways:
Audit ReviewThis one-off audit is ideal for boosting your
website’s effectiveness with quick-win changes.
Period Of MonitoringWe work with you over a critical timeframe, such
as during a campaign, to monitor performance and
quickly improve effectiveness.
Managed ServiceA dedicated team fine-tunes your website over time
with ongoing trading consultancy each month.
ECOMMERCE TRADING
Increase conversion rates and average basket value with merchandising and data insight
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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 email 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
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Our ApproachWe 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.
Our ServicesOngoing ConsultancyContinually enhance the customer experience
over time with quick and small incremental
changes that result in sales uplift.
Technology ImplementationOur knowledge of tools such as A/B or multi-
variant testing helps us to quickly evaluate
different test versions, so we can improve key
metrics – particularly conversion rates.
CONTINUOUS OPTIMISATION
Respond quickly to pain-points in the customer journey to improve the online experience
and increase conversion rates, retention and ROI
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
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©2016 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.
For more information,email: [email protected] visit: www.salmon.com
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.