Team 2o7 – Web Analytics Competition

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Casey Jackman– Software Engineering

Kirk Ouimet– Web Marketing

Richard Taggart– Technology Instruction

Backcountryoutlet.com Background

Business model: E-commerceSite objectives

– “We want to be the leading seller of discounted snowboarding equipment”

– Sell off last season’s inventory in order to free up cash to purchase more product

– Move expired merchandiseCurrent marketing methods

– Heavy SEO and referrals from backcountry.com– Tuesday e-mail blasts

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KPIs for E-commerce Sites

Visits

OrdersRevenue

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Yield Conversion

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Yield = Revenue / Visits

Primarily involved with how people are finding the site

Relative indicators– Number of visits and visitors– Average position in search engine listings– Search terms (paid and natural)– Return on advertising spending– Error pages, referring domains, referring URLs

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Yield – Revenue in January 2008

Yield = Revenue / Visits

$1.1 million in revenue in Jan. (~$35,000/day)Most sold product: Nixon Gable Baseball Cap

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Yield – Visits in January 2008

Yield = Revenue / Visits

808,874 visits in January (~30,000/day)59% from other websites, 33% from search

engines, 7% direct

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Yield in January

Monthly Yield = $1.1 million / 809,000 visitsYield for January =

$1.36 / visit

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Yield – Recommendations

Stop paying for keywords that are already in the first position in search engine listings:

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Example of Paying for Natural Keywords

Stop paying for keywords that are already in the first position in search engine listings:

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Reallocate Advertising Funds

Term “backcountry outlet” – 1,857 clicksTerm “back country outlet” – 564 clicks2,421 clicks at a conservative 30 cent CPC =

$726.3 of poorly allocated advertising spending per month ($8,715.60 per year)

Recommendation: Spend the money on more specific keywords like product or brand names

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Effects of Reallocating Advertising Funds

Less money spent on keywords that are already ranked in the first position

More advertising funds available to spend on valuable keywords such as “snowboards”, “prana”, “oakley sunglasses”, and “discount ski gear” – keywords which historically increase backcountryoutlet.com’s yield

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Conversion = Orders / Visits

Primarily involved with how people are interacting with your site

Relative indicators– Number of visits and orders– Cart opens, additions, checkouts– Cart fallout percentage– Checkout initiation rate– Product browse to buy ratio

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Conversion

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Visits

Orders

ConversionRate

Conversion Breakdown

Conversion = Orders / Visits (100,795 / 6,284,598 = 1.60%) Can be broken down into a factor of

– Cart Opens / Visits– Orders / Cart Opens

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5.3% x 30.0% = 1.6%

Increasing Conversion

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Conversion

Cart OpensVisits

OrdersCart Opens

=

x

Increasing Conversion

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Campaigns with most orders for October ’07

Feed 1.65%

Outlet 50% off discount code 5.21%

HP Featured Products 1.27%

2nd Summer 2007 SAS Email - BCO 5.77%

3rd Summer 2007 SAS Email - BCO 5.67%

BCO Google Net 1.10%

2008 Cutting Edge Gear 3.85%

BC Google Net 2.45%

The gear slut’s rummage sale – BackcountryOutlet.com

1.37%

Last day - 50% off code 6.27%

Campaign Conversion

Conversion – Recommendations

Use more coupon codes– People are ~4% more likely to place an order if they

have a coupon codeIncrease the number of feed subscribers

– Make it easy to subscribe to a feed

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Order Size – Search Engine Referrals

    Search Engine Searches %

1.   Google 163,852 83.83%

2.   Yahoo! 16,260 8.32%

3.   Google - Canada 3,057 1.56%

4.   Google - United Kingdom 1,587 0.81%

5.   AOL.com Search 1,571 0.80%

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Site Map

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Most Popular vs. Highest Revenue Pages

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Most Lucrative Pages  Page Page Views   Revenue  

9. Category:Men's Clothing 82,441 1.92% $9,791 1.29%

10. Category:Women's Clothing 70,473 1.64% $8,769 1.16%

11. Weekly Promo 70_off_clearance_bin 90,725 2.12% $6,460 0.85%

12. Subcategory:Men's Jackets 77,881 1.82% $6,357 0.84%

13. Subcategory:Women's Jackets 60,812 1.42% $5,627 0.74%

14. Customer Login 10,788 0.25% $4,962 0.65%

15. Category:Snowboard 49,840 1.16% $4,533 0.60%

16. Weekly Promo 50_off_clearance_bin 56,954 1.33% $3,919 0.52%

17. Subcategory:Men's Shirts 24,935 0.58% $3,655 0.48%

18. Category:Ski 47,162 1.10% $3,615 0.48%

19. Subcategory:Sunglasses 36,073 0.84% $3,376 0.45%

39. Product Group:Women's Snowboard Pants 9,155 0.21% $1,531 0.20%

40. Category:Shoes 17,661 0.41% $1,447 0.19%

41. Product Group:Women's Snowboard Jackets 10,716 0.25% $1,426 0.19%

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66 North Iceland Revenue    Page Page

Views   Revenue  

1.   Subcategory:66 North Iceland Men's Jackets 719 49.93% $280 68.58%

2.   Subcategory:66 North Iceland Women's Jackets 307 21.32% $67 16.47%

3.   Subcategory:66 North Iceland Men's Pants 156 10.83% $26 6.47%

4.   Subcategory:66 North Iceland Women's Shirts 56 3.89% $22 5.31%

5.   Subcategory:66 North Iceland Women's Pants 72 5.00% $4 1.01%

6.   Subcategory:66 North Iceland Kids' Jackets 47 3.26% $4 0.97%

7.   Subcategory:66 North Iceland Hats 50 3.47% $3 0.65%

8.   Subcategory:66 North Iceland Men's Long Underwear 28 1.94% $2 0.53%

9.   Subcategory:66 North Iceland Women's Long Underwear 5 0.35% $0 0.00%

    Total 1,440 0.03% $408 0.05%

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Recommendations

 Screen clipping taken: 2/22/2008, 10:46 AM  

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Revenue Comparison

Currently Linked on SiteMap– Subcategory: 66 North Iceland : $408

– Category Shoes : $1447

Recommended Link on SiteMap– Category Men’s Jackets : $6,357 – Category Sunglasses : $3,376

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Screen Resolution

  Monitor Resolution Visitors %

1. 1024 x 768 176,624 35.40%

2. 1280 x 800 103,363 20.72%

3. 1280 x 1024 73,172 14.67%

4. 1400 x 864 39,082 7.83%

5. 1600 x 1050 28,102 5.63%

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Landing pages

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Recommendations

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Stop spending advertising funds on highly ranked natural keywords

Start spending advertising funds on specific product and brand keywords

Utilize coupon codesFocus on RSS feed visibility and subscriptionsCapitalize on Google’s sitemapCater popular content to low resolution visitors