Converting Web Traffic Into Customers - Omnichannel Trends in the Outdoor Industry

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Converting Web Traffic Into Customers: Omnichannel Trends in the Outdoor Industry

Adam Lewis Ben McKinley January 2015

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About Cascade Web Development

Cascade offers web strategy, design and development services for outdoor brands and active lifestyle companies. !

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About Foghorn Labs

Foghorn Labs develops and executes integrated online marketing strategies for outdoor and active lifestyle brands. !

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Apart from flagship stores, the only place brands have complete control over the end-to-end customer experience is online.

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A strong web and ecommerce presence

is essential for the continued growth of

brick and mortar retailers.

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The Impact of E-Commerce is Clear

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1 Omnichannel Defined and Emerging Trends (10min)

2 How Brands are Capitalizing on Multi Screen Trends (10min)

3 Search Marketing Trends for Online Retailers (5 min)

4 Integrated Online Marketing Case Studies (20min)

5 Summary + Q&A (15min)

Agenda

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Agenda

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Increased focus on a seamless approach to the consumer experience through all available shopping channels:

The Evolution of Omni-Channel Retailing

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Channel Conflict – How Can Brands & Retailers Play Nice?

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Limited Edition

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Limited run design and graphics. Shared with dealer. Off-season $$.

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Multiple purchase options

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Customize:

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Brand supplied configurator, embedded into retailer site

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Live video:

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Presented by the brand expert. Fulfilled through the trusted retailer.

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Agenda

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Capitalizing on multi-screen trends

2014 – Crossed the mobile tipping point.

Mobile usage trends are growing with increased mobile options.

Mobile ecommerce conversions still trail desktop.

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Growth Rate of eComm vs Brick & Mortar

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Capitalizing on multi-screen trends 2014 – Crossed the mobile tipping point.

Mobile usage trends are growing with increased mobile options.

Mobile ecommerce conversions still trail desktop.

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Online Shopping is a Multi-Screen Activity

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Webrooming vs Showrooming. Why?

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According to a report by Merchant Warehouse, here are a few reasons why customers would webroom over showroom.

•  47% don't want to pay for shipping •  23% didn't want to wait for the product to delivered •  46% like to go to a store to touch and feel a product before they buy •  36% will ask the store to price match a better price found online •  37% like the option of being able to return the item to the store if needed

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Summary: 8 Tips for Omnichannel Success

1.  The Omnichannel is about the consumer 2.  Know your brand and be authentic 3.  Speak to top consumer personas using their preferred

channels 4.  Make your consumer feel special by creating real and direct

relationships with them 5.  Brands with complex products should provide creative ways of

supporting the purchasing path through retailers 6.  Leverage new technology to improve the consumer experience 7.  Trying to compete with a non mobile responsive ecommerce

site is like trying to win a SL race on 203 cm straight skis 8.  Email and social media are largely mobile experiences. Make

sure your site is ready to show users a good time 9.  Embrace webrooming and showrooming by playing to your

organization’s strengths

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Agenda

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So you have a great Omni-Channel website…

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Make it Simple to GET FOUND

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Search Engines are an Essential Online Shopping Tool

24 SOURCE: https://www.thinkwithgoogle.com/research-studies/breaking-the-glass-ceiling-apparel.html

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Search Engine Conversion Paths

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The Anatomy of a Search Result – Circa 2003

high speed internet

Organic Search Results Results generated algorithmically – Unpaid

Paid Search Advertising Real-time auction based on relevance and bid

SEO SEM

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SEO

The Anatomy of a Search Result - 2015

SEM

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Google Product Listing Ads (PLA)

PLA Real-time, feed based auction

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Google Product Listing Ads (PLA)

PLA

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The Sum is Greater Than The Parts

30 SOURCE: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

Ads help organic results. Organic results help ads.

•  If you rank in position 1 for organic results, 50% of ad clicks are incremental. •  If you rank in position 2-4 for organic results, 82% of ad clicks are incremental. •  If you rank in position 5 and higher, 96% of ad clicks are incremental.

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The impact of Search Ads on In-Store Sales

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As many as 88% of consumers are researching items online and then buying in a physical store. - Accenture Retail Study (April 2013)

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Search Ads Lift In-Store Sales

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More than 50% of U.S. offline retail sales will be influenced by the web by 2017. -  Forrester Research (Feb 2013)

ROAS = 2 to 14x

SOURCE: https://www.thinkwithgoogle.com/articles/proof-online-ads-increase-offline-sales.html

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Agenda

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Goal: Drive Direct-to-Consumer Sales

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Challenges:

1.  First season selling direct-to-consumer 2.  Short window of customer interest (ie. minimal time to test) 3.  Striking a balance between wholesale and direct

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Approach: Generate Awareness, Convert Demand

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Generate Awareness and Demand:

1.  Maximize the impact of existing sponsorships, promotions and PR 2.  Appear on key endemic sites through either direct or ad network buys 3.  Buy low-cost ad space on “long-tail” sites, blogs and forums via Google

Convert Demand Into Sales:

1.  Google AdWords text ads for brand and product terms 2.  Google Shopping PLAs for non-brand terms 3.  Develop remarketing lists by product segment to reconnect with visitors

SEARCH DISPLAY CSE RE

MARKET ING

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snowboarding bibs

backcountry ski gear

women’s ski bibs

technical ski jacket

trew cosmic jacket

pow funk jacket

trew gear

trew outerwear

cool freeride ski pants

best backcountry bibs

fleece lined softshell

packable down jackets

RESEARCH / ENGAGEMENT

CONSIDERATION COMPARISON

PURCHASE

Approach: Presence Throughout the Buy Cycle

PLA

SEARCH

DISPLAY

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Results: Return on Ad Spend (ROAS)

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Key Result: Increased online sales with an aggregate ROAS of 617%

($6.17 in gross eCommerce revenue for every $1 spent on ads)

ROAS by Channel:

•  AdWords Text Ads: 970%

•  Google Shopping (PLAs): 620%

•  Remarketing (GDN): 159%

•  Banner Ads (GDN): 49%

•  Banner Ads (Direct CPM): 36%

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Findings: Try Before You Buy With Online Media

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Findings: A Unique Brand Voice Improves CTR and Conv. Rate

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Goal: Convert Social Engagement to Customers

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ANONYMOUS APPAREL

BRAND

Challenges:

1.  High cost of maintaining the blog + multiple social media platforms 2.  Reengaging with visitors who are unfamiliar with the brand 3.  Being compelling without being too obvious or annoying.

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Approach: Segment and Customize

PR REVIEWS

Return Customers

Product Browsers

Abandoned Carts

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Results: Return on Ad Spend (ROAS)

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Key Result: Remarketing campaigns converted blog visitors into customers with a ROAS of 1,637% -or- $16 of gross revenue for every $1 in ad spend.

Remarketing vs. Brand’s Traditional Display Ads:

•  17 times more cost-effective at generating view-through conversions •  30 times more cost-effective at generating direct conversions •  15 times more directly attributable revenue per $1 spent ($16.37 vs. $1.10)

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Findings: Remarketing Needs Paid Search to Realize its Potential

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SEARCH CSE RE

MARKET ING

Customers rarely convert directly after clicking on a remarketing ad.

They are more likely to conduct a search as a result of seeing a remarketing ad (view-through)

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Findings: No One Social Media Platform Appeals to All Visitors

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1.  Develop a strong presence across platforms relevant to your audience

2.  Segment remarketing lists by platform and tailor ads accordingly

Young but getting older, connected, global reach (86% outside US)

Male (70%), techies, Google employees

Marketers, news junkies, mostly urban

Female (84%), tablet users, affluent, design & DIY

Young (90% under 35), too cool for Facebook, fastest growing.

Photographers, photo browsers, self-expressionists

Source: http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9

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Summary: 9 Tips for Successful Integrated Marketing Campaigns

1.  Generate demand with PR, social media and display ads 2.  Harvest demand with paid search, comparison shopping

engines and remarketing 3.  Establish a brand presence throughout the buy cycle 4.  Use your brand’s unique voice to stand out in search results 5.  Run remarketing to reconnect with key visitor segments, but

stay relevant and limit ad frequency 6.  Effective remarketing campaigns require new content, fresh

ads and paid search 7.  Determine what each ad platform can bring to the table and

launch them together – more is not always better 8.  Tailor content and messaging to each social media platform 9.  Use tracking codes and web analytics to measure performance

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Agenda

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THANKS & ENJOY THE SHOW

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Converting Web Traffic Into Customers - Omnichannel Trends in the Outdoor Industry