PERTH MINT has no online presence but a well established mail order business
Issued small range of Aust. Gold & Silver coins Small 100% Mail/Telephone Order Retail Operation Mailed 4 Catalogues/Brochures per year (Aust Post) to
4,000 to 5,000 prospects/customers 75% repeat customers - mainly in Australia 2 People providing retail order processing/customer service Despatched less than 2,000 orders PA with AOV $500
1997
Firmly in the “old economy”!
The Internet…..something new
Still very early days for most The killer App was email not the WWW eBay was 2 years old but no one had heard of it Google founded that year but most people used
Yahoo!, MSN, Lycos, Excite - or nothing Search Marketing didn’t really exist and there was no PPC MS .NET 1.0 was two years away Broadband not available…most used dial-up connection at
14kbs – 56kbs Households with Internet access in Australia <20% The slowest adopters of computers and the Internet was
our customer demographic …. 45+
1997
Our first website perthmint.com.au closely followed our printed brochures, included everything.A ‘kitchen sink’ approach
1998
A simple document style layout featuring text & hyperlinks with minimal images1998
Website refined and expanded
Our window to the world seemed to work well presenting our expanding range of collector coins supporting the wholesale & retail bricks & mortar network…..but not transactional.
1999
The old business model was unchallenged.
New website Sydney 2000 Olympic Coin Program to a worldwide audience1999
Sydney 2000 Olympic Coin Program landing page1999
Sydney 2000 Olympic Coin Program product page - No Buy-now button1999
Sydney 2000 Olympic Coin Program paper newsletter delivered online1999
The Add-To-Cart button is adopted and ecommerce began2000
Eventually the opposition to direct sales amongst the traditional wholesale network was overcome and B-2-C web sales were approved, but with important stipulations:1. Uphold RRP2. Offer full range3. Charge for delivery4. Allow geo-targeting of product offering
New site built in MS .NET 1.0 & HTML on Microsoft CommerceServer V1.0 Platform – launched July 2000.
First online sale made 1 July 2000 an hour after go-live.
It was the first of 100s of thousands of sales to 10s of thousands of new customers in dozens of new countries world-wide.
A new stylish home page with new modern design now with ecommerce Add-To-Cart facility
2000
Product catalogue now classic three column layout but product navigation already under pressure
2000
Launched a new micro site discoveraustralia.org.au for a major coin series linked to main site
2005
discoveraustralia.org.au featured improved product presentation
2005
discoveraustralia.org.au used streaming video for the first time
2005
Digital Marketing : We learnt as we went
Built prospect email list; Bi-monthly eDM soft-sell newsletter to customers & prospects
Began pay-per-click search advertising Yahoo Overture
Began Google Adwords search marketing
Permanent cross promotion of website to catalogue customers
Tested copy/layout/landing pages. Launched first micro site for premier product range
Experimented with banner advertising
Introduced RSS feeds
2000-2006
2000 2001 2002 2003 2004 2005 2006
The results: Steady progress but still 50% in the
catalogue business Traffic grew steadily month on month with peaks mid-week
& product release Constant stream of new online customers drove growth Conversion of existing Catalogue buyers to Online slow but
steady Customers with email address (Internet connection) grew
from 5% to 55% Sales Revenue grew 5x Lower CPA Higher AOV Online sales ratio grew from 0% to 50%
2000-2006
Launched new site using proprietary CMS built in .NET 1.0 integrated with ERP for the first time
2007
Typical product page, three column, three scrolls2008
Expert usability review recommended new home page layout2009
Layout addressed concerns
Extends below the fold – 2-3 pages
Double number of products
Small banners moved down right sidebar
More white space
Launched youngcollectors.com.au microsite for young coin collectors linked to main site
2009
youngcollectors.com.au included kids games 2009
Main site re-skinned with revised HP layout from usability review2010
Expanding product range meant product navigation an even bigger problem
2010
Typical category header page – text for SEO2010
Typical category page – four across grid2010
Typical product page2010
Launched new site perthmintbullion.com to sell gold & silver investment bullion – real time pricing, price chart feeds and widgets
2010
Typical investment product page2010
Launched mobile site to sell bullion with full functionality to buy and sell in real time
2010
Launched wealth tracker app track your bullion holding value in real time and get news
2010
The power of web 2.0: SEO, SEM, video, content, blogging, affiliates, analytics, apps, mobile, re-targeting, social media
2007-2014
2007 2008 2009 2010 2011 2012 2013 2014
Built an affiliate network ; Automated email list management
Set up active SEO program
Google AdWords & Yahoo Search account management outsourced; Adopted social media strategy; Launched YouTube Channel
Daily blogging; 3rd party content syndication; Launched Twitter channel; Launched an mCommerce mobile site
Established blogger outreach program
Facebook channel
Facebook Advertising, Remarketing
Social media expansion to Pinterest, Instagram
The Results
Traffic grew strongly with massive peaks on monthly product release days
Extra reach of search and social provided accelerated customer growth worldwide
Conversion of all Catalogue buyers to Online almost complete by 2012
Customers with email address (Internet connection) grew from 55% to 85%
Sales Revenue grew 4x Dispatching 80,000 orders PA worldwide Increased the people in retail order processing/customer
service by one Online sales ratio grew from 50% to 90%
2007-2014
We were firmly in the digital economy!
Thank YouDavid [email protected]