roi metrics equals money in the bank - adobe marketing...

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Shashank Saggar | Solution Architect, OBUCiaran Doyle | VP Customer Experience, Chegg

ROI Metrics Equals Money in the Bank

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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

1 Why is identification of key ROI metrics important?

2 How did Chegg identify its important metrics

3 How did Chegg relate its key metrics to revenue

4 Conclusion, takeaways

5 Action steps

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Presenters Panel

Ciarán DoyleCiarán manages the customer-facing experience on Chegg.com. Prior to Chegg, Ciarán worked at eBay, where he was Senior Director, User Experience Design. He founded and was General Manager of Content Management Services at Intel Corporation.Prior to Intel, Ciarán was chief executive officer of Europe¹s leading new media design company, The MultiMedia Corporation

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Shashank SaggarShashank is a Solution Architect with the conversion team. He has extensive experience with leading multi-product engagements for Adobe implementations to design solutions focused to address customer KPI’s and KBR’s. He is also involved with the process to design new multi-product solutions that span across verticals and are repeatable.


Key Learning and ROI

“We must develop

knowledge optimization initiatives to leverage our

key learnings..”- Scott Adams

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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Your KeyROI MetricsDriveRevenue!


Agenda

1 Why is identification of key ROI metrics important




5 Action steps

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How are Key Learning and ROI Related?

“1000 Spoons when all you need is a knife!”

Alanis Morissette

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Example eCommerce Optimization Metrics

Acquisition Current acquisition rate Cost of acquisition (multi-

channel) Value per visitor Affiliate performance

Conversion Most single visited pages &

bounce rate Add to cart rate Checkout rate Order conversion Sign-up rate Page views Affiliate performance

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Average Order Value Funnel fall through rate Items per order Product correlations

User Experience Visits per visitor Orders per visitor Time on site Page views

Visitor Retention New vs. returning visitors Email marketing metrics


Example Selected eCommerce Optimization Metrics

Acquisition Current acquisition rate Cost of acquisition (multi-

channel) Value per visitor Affiliate performance

Conversion Most single visited pages &

bounce rate Add to cart rate Checkout rate Order conversion Sign-up rate Page views Affiliate performance

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Average Order Value Funnel fall through rate Items per order Product correlations

User Experience Visits per visitor Orders per visitor Time on site Page views



Agenda





5 Action steps

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Chegg’s Business

Rent textbooks to college students online

Seasonal business

Customer demographics

Challenges

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ROI Metrics Considered by Chegg

Acquisition Cost of acquisition

(multi-channel) Value per visitor Affiliate performance

Conversion Add to cart rate Checkout rate Order conversion Sign-up rate

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ROI Metrics Considered by Chegg

Average Order Value Funnel fall through rate Items per order

User Experience Visits per visitor Time on site


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Analytics

Testing capabilities

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Chegg’s Multi-Channel Optimization Metrics


Agenda





5 Action steps

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Adobe Meet’s Chegg

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Expectations From Adobe

Expectations

• Understand

• KPI’s

• Design

• Execute

• Build Trust!

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Deployed Solution

Chegg’s Website

CourseRank

Email Tracking for Bronto

Internal email tracking

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Classic conversion funnel optimization

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Homepage

SERP/PDP

Shopping Cart

Checkout login

Address

Shipping

Confirm

Conversion at each funnel step

$ increase in Revenue,1 pt improvement


Homepage Optimization

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16 different homepages tested

Cartoon homepage includes

Result: 5% conversion improvement


My Account optimization

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Optimize My Account

Allow customers to solve their problems, quickly

Approach

Results

20% reduction in contacts

5% increase in conversion

Before

After


Agenda





5 Action steps

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Identified the importance of key ROI metricsLooked at why these metrics are important to revenue


Agenda





5 Action steps

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Action Steps

How to increase your revenue?

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Determine correlation with revenue

Identify and quantify your metrics

Decide on the most important metrices

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Execute!

Step 1 Step 2 Step 3 Step 4

roi metrics equals money in the bank - adobe marketing...

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