ll q2 merchandising strategy
TRANSCRIPT
GILT PERFORMANCE REPORTAND Q2 MERCHANDISING STRATEGY
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LUXURY LINK GILT PERFORMANCE SUMMARY
GILT DRIVES X% OF OUR TOTAL TRAFFIC
GILT DSR EMAIL ALONE DRIVES X% OF TOTAL TRAFFIC
GILT DRIVES X% OF OUR TOTAL SALES
GILT AVERAGE NET REV SINCE LAUNCH IS $X
GILT AOV IS $X (CURRENT MONTH) & $X (LAUNCH TO
DATE)
WHAT WE KNOW – DATA COMPILED
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LUXURY LINK WHAT WE KNOW – DATA COMPILED
CVR BY CHANNEL weighted against % of trafficDEVICELANDING PAGEPLACEMENTPROMOTION
CVR v AOV does CVR increase if AOV decreases?SEARCH does CVR increase with intent?
SALES BY SOURCE what % of sales does each source drive?BY DESTINATION where are customers
traveling to?
TOP 10 SEARCH KEYWORDS what are customers looking for?DESTINATIONS where do customers want to travel?
Source: Google Analytics
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LUXURY LINK WHAT WE KNOW – DATA COMPILED
DASHBOARD snapshot of Gilt customers
OVERALL CVR
HOMEPAGE new sessions
PRODUCT PAGE bounce rate
SEARCH PAGE pages per session
% of total sessions
Source: Google Analytics
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LUXURY LINK WHAT WE KNOW – DATA COMPILED
MERCHANDISING what merchandising worked?what merchandising didn’t work?what sold without merchandising?top 5/bottom 5 emails
IMAGES what drives traffic and converts?
COPY what drives traffic and converts?
GILT CUSTOMER DEMO age, gender, geo, affinity
GILT ANALYTICS what Gilt knows works
Source: Google Analytics, Gilt Analytics
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LUXURY LINK GILT SALES BY SOURCE – APRIL
Source: Google Analytics
GILT SALES BY SOURCE FOR APRIL REFLECT THE LAUNCH-TO-DATE TREND
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LUXURY LINK DEMOGRAPHICS – AGE + GENDER
CONCLUSION:WHILE THE MAJORITY OF GILT USERS ARE 25-34, OTHER LL USERS ARE 25-64HOWEVER, YOUNGER USERS OVERALL DON’T CONVERT AT A LOWER RATE
GILT CVR 25-35 X%NOT GILT CVR 25-34 X%
(DATA ONLY AVAIL WHERE THERE IS AGE ATTRIB - SKEWS 2.5X HIGHER)
Source: Google Analytics
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LUXURY LINK DEMOGRAPHICS - AFFINITY
Source: Google Analytics, Gilt Analytics
THERE IS NO SIGNIFICANT DIFFERENCE IN AFFINITY BETWEEN GILT AND NON-GILT USERS
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LUXURY LINK DEMOGRAPHICS - GEO
Source: Google Analytics, Gilt Analytics
THERE IS NO SIGNIFICANT DIFFERENCE IN GEO BETWEEN GILT AND NON-GILT USERS
WHAT WE CONCLUDED – DECISIONS MADE
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LUXURY LINK WHAT WE CONCLUDED
• Single properties don’t drive as much traffic or convert as well as themes or destinations
• Email is our biggest driver of traffic and our lowest converter
• There is no inverse correlation between AOV and CVR
• Conversion is higher where there is intent
• Though people engage with the product page, it does not convert as well as the search page
• Changing the landing page to a responsive search page lowers bounce and increases conversion
• Targeted promotions work
• Gilt customers respond to brand recognition, themed sales and lists
• Interior images do not drive traffic or convert
• Value needs to surface earlier
• Gilt customers who are male are converting well
WHAT WE’VE DONE – ACTIONS TAKEN
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LUXURY LINK WHAT WE’VE DONE – ACTIONS TAKEN
SITE TILES
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LUXURY LINK WHAT WE’VE DONE – ACTIONS TAKEN
DSR EMAIL TILES
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LUXURY LINK WHAT WE’VE DONE – ACTIONS TAKEN
PRODUCT LANDING PAGE
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LUXURY LINK WHAT WE’VE DONE – ACTIONS TAKEN
SRP LANDING PAGE
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LUXURY LINK WHAT WE’VE DONE – ACTIONS TAKEN
TRACKING STRATEGY• All tracking has been revamped to allow for granular
breakdown of• Medium (email, site, etc.)• Campaign (noir, sale, specific date, etc.)• Content (placement)
• This will allow us to determine with better certainty what works and what doesn’t and where
WHAT WE WILL DO – ONGOING Q2 PLAN
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LUXURY LINK WHAT WE WILL DO – ONGOING Q2 PLAN
Q2 ONGOING STRATEGY
• Audit all aforementioned analytics regularly
• Adjust merchandising calendars based on the above reports
• Ongoing merchandising specifically to high-value member segments
• Launch merchandising specifically to international members
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LUXURY LINK WHAT WE WILL DO – ONGOING Q2 PLAN
STRATEGY – TEST THEMES AND DESTINATIONS
• Create editorial calendar related to seasonal events and travel themes
• 70% of site tiles themes/destinations• 50% of email tiles themes/destinations
• Landing pages are all responsive search pages
• Consider• Brand recognition• Gilt member demographics and affinity categories• Top selling/searched destinations
• Rewrite all copy• Sale messaging whenever possible• List messaging when possible• Consider emotional/power words
• Use exterior images of water when possible
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LUXURY LINK WHAT WE WILL DO – ONGOING Q2 PLAN
PRODUCT LANDING PAGE STRATEGY• Show slash pricing and % off above the fold
• Observe if responsive checkout increases conversion before considering further changes
SEARCH LANDING PAGE STRATEGY• For site/email tiles with themes/destinations, make landing
pages existing search pages
• For themed Gilt sales (e.g. Noir, Mother’s Day), make landing page existing search pages, with forced creative above the fold
• Surface slash pricing