what we learned from ecommerce this holiday season
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8/3/2019 What We Learned from eCommerce This Holiday Season
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What We Learned fromeCommerce this Holiday Season
Jessica FisherKevin Cheung
Ian MackieJanuary 25 th 2012
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About Point It
Launched in April 2002 Seattles largest independent
search marketing firm PPC & SEO Conversion Optimization 40+ yrs of SEM experience
Servicing clients across allverticals and revenue models
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Overall Retail Sales from Nov. 1 st - Dec. 31 st 2011:
$471.5 Billion
Up 4.1% from last year E-Commerce Retail Sales from November 1 st December 31 st 2011:
$69.62 Billion Up 12.3% from last year
Presentation Agenda
2011 e-Commerce Statistics
*United States Dept. of e-Commerce
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Product & Order Value Trends
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Presentation Agenda
About the Client
E-Commerce Health & Beauty Industry
Holiday Spend: $170,000 November $240,000 December
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Account Level Order Value Trends
Highest Value/Conversion Days: 11/25/2011 Black Friday 11/29/2011 Tuesday
Highest Cost/Conversion Days: 12/1/2011 Thursday (1 Week
After Thanksgiving) 12/23/2011 Friday
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Presentation AgendaHoliday Ad Copy Schedule
Cyber Monday launchedon Black Friday
Generic Holiday adslaunched November 30 th
Expedited Free Shippingads Dec. 19 th 21 st
Regular ads returned Dec.22 nd
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Presentation AgendaProduct Quantity Trends
Product quantities at their highest on Cyber Monday Spikes on days that had ad copy changes
Dec. 21st
Cyber Monday
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Presentation AgendaWhy does this matter?
Did the ad scheduleaffect performance?
Sometimes the returnisnt that great duringthe holidays
Why is spending moreimportant? Take advantage of
consumers willingness toshop
Great opportunity toincrease brand awareness
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Free Shipping Ads -How Did They Perform?
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Many companies offer FREE SHIPPING duringholidays.Original :
Womens Online Boutique The Seasons Newest Arrivals Are Here! See Whats on Sale Now.
Free Shipping :
Womens Online Boutique The Seasons Newest Arrivals Are Here! Free Shipping on All Orders.
Presentation AgendaFree Shipping Ads
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Expected Benefits:
Higher CTR Better Conversion Rate
Presentation AgendaFree Shipping Ads
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What We Learned:Client 1 ( 12/7/2011 12/27/2011) :
Some clients - Higher CTR & Higher Conversion Rate
Presentation AgendaFree Shipping Ads
Impressions Clicks CTR Conversion RateFree Shipping 42,541 1,834 4.31% 3.98%Non Free Shipping 114,159 4,508 3.95% 2.73%
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What We Learned:Client 2,3,4 ( 12/7/2011 12/27/2011) :
Lower CTR & Higher CR for some clients.
Presentation AgendaFree Shipping Ads
Impressions Clicks CTR Conversion Rate
Free Shipping 123,813 5,103 4.12% 2.19%Non Free Shipping 146,844 6,732 4.58% 2.02%
Impressions Clicks CTR Conversion Rate
Free Shipping 44,245 1,648 3.72% 2.06%Non Free Shipping 84,032 3,705 4.41% 1.62%
Impressions Clicks CTR Conversion RateFree Shipping 68,062 4,498 6.61% 1.80%Non Free Shipping 191,097 12,964 6.78% 1.66%
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What We Learned: Attractive offer but doesnt always lead to a higher
CTR in PPC ads.
Sometimes results in a higher Conversion Rate.
Bottom Line Results Vary soTest, Test, Test!
Presentation AgendaFree Shipping Ads
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When Did Customers Shop?
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Important to understand holiday trends toproperly set:
Budgets Bids Ad Scheduling
Presentation AgendaWhen Did Customers Shop?
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Daily Avg. CPC and Conversions Nov. 1 to Dec. 31
Presentation AgendaWhen Did Customers Shop?
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What We Learned: Avg. CPCs and Orders spike before Cyber Monday
(Nov 25-28). Avg. CPCs remained high until Christmas.
11/1 to 11/24 Avg. CPC : $1.86 11/25 to 12/24 Avg. CPC : $2.79 (50% increase) 12/25 to 12/31 Avg. CPC : $1.76
Bid Aggressively to STAY COMPETITIVE!
Presentation AgendaWhen Did Customers Shop?
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Daily Clicks and Impressions Nov. 1 to Dec. 31
Presentation AgendaWhen Did Customers Shop?
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What We Learned: Clicks and Impressions increased a few days before
Cyber Monday. Remain higher until a few days before Christmas.
Set Campaign Budgets Appropriately
Dont miss out on Clicks/Impressions!
Presentation AgendaWhen Did Customers Shop?
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Hourly Conversions and Cost/Conv. Nov. 1 to Dec. 31
Presentation AgendaWhen Did Customers Shop?
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What We Learned: 85% Conversions between 7AM to 8PM PST.
3.09% CR% between 7AM to 8PM ( 2.19% between8PM to 7AM)
$75.43 Cost/Conv. between 7AM to 8PM ( $110.82
between 8PM to 7AM - 47% higher! )
Presentation AgendaWhen Did Customers Shop?
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What We Learned:
Customer purchases vary at different times.
Look at your historical data by hour.
Determine optimal ad scheduling.
Limited Budget? Ad Schedule!
Presentation AgendaWhen Did Customers Shop?
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Google Analytics Multi-Channel Reports
Presentation Agenda
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Success metrics: Click-thru Rate (CTR) Traffic (clicks & impressions)
Conversions or Cost Per Conversion Total Revenue >> ROI or ROAS
Presentation AgendaMeasuring PPC Success
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Numbers dont lie? Lets think about that Low CTR = Poor Revenue? More Clicks & Impressions = positive ROI?
High CPCs = Negative ROAS?
All of these measurements are important & can
be very powerful, but they dont tell the wholestory
Presentation AgendaIs It Enough?
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Every marketer wants to find the most effective, profitable marketing mix for its products and services across allchannels, including paid search. source: Karen Burka @ Acquisio
26% of consumers that visit a store looking for a product subsequently buy
that item from a catalog; another 25% of consumers thatvisit a store subsequently purchase the product online.
In addition, more than two-thirds of catalog shoppersultimately purchase a product online, while 39% of website browsers purchase a product from a print
catalog. The Multi Channel Retail Report
Another study of more than 1,000 consumers by ArtTechnology Group (ATG) found that 78% use two or more channels to shop; 30% saidthey spread their spending across three channels. Source: Art Technology Group
What does this mean for PPC?
Presentation AgendaHow Do People Really Shop?
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Adwords
Conversions: day of click 1st Click Attribution - if a
user comes to the sitethrough an ad and thencomes back organically orthrough other mediums,AdWords will attribute thisconversion to AdWords
Analytics
Conversions : day of conversion
Last-Click Attribution if auser comes to the sitethrough an ad and thencomes back organically,Analytics will attribute thisconversion to organic
Presentation AgendaConversions & Attribution
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Last Click Attribution Unless last visit is Direct
Didnt someone say the last click model is flawed?
Presentation AgendaGoogle Analytics
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Presentation AgendaMulti-Channel Report
A report that shows which channels your customers interactedwith during the 30 days prior to converting or purchasing .
Public release end of August New version of Google Analytics Only Need Goals or eCommerce tracking
Whats the big deal?
How marketing channels work together (assisted conversions) What happened before the last click How many days pass before the conversion How many interactions before conversion
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Presentation AgendaMulti-Channel Report Overview
How marketing channels work together!
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Presentation AgendaMulti-Channel Report Overview
What path did the visitor take?
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Presentation AgendaMulti-Channel Report Overview
How many days to conversion?
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Presentation AgendaMulti-Channel Report Overview
How many interactions before conversion
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Presentation AgendaAssisted Conversions
Assisted Conversion Analysis
First Conversion Analysis
A value close to 0 indicates that this channelfunctioned primarily as the final conversioninteraction. A value close to 1 indicates thatthis channel functioned equally in an assistrole and as the final conversion interaction.
The more this value exceeds 1, the more thischannel functioned in an assist role.
A value close to 0 indicates that this channel functionedprimarily as the final conversion interaction. A value close to 1
indicates that this channel was as frequently the firstinteraction on the conversion path as it was the final
conversion interaction. The more this value exceeds 1, themore this channel functioned as the first interaction on the
conversion path.
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Presentation AgendaMulti-Channel Report
What Campaigns appear to be working
Low ROIcampaign
or is it
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Presentation AgendaMulti-Channel Report
Again, low ROI campaigns providing a lot of assisted conversions
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Presentation AgendaMulti-Channel Report
Why its cool:
How marketing channels work together (assisted conversions)What happened before the last click
How many days pass before the conversionHow many interactions before conversion
Giving credit where credit is due
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Presentation AgendaQ&A