Vanities WEB WALK
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Vanities WEB WALK

March 2014. Bath Team. Vanities & Cabinets L2. Page Metrics: FW1-FW5. (Weekly . Avg. )*. Views: 60K . Visits: 41K . Exit Rate: 11.9% . Bounce Rate: 16%** . External Traffic: 20% . Revenue Part.: .

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Vanities WEB WALK




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Presentation on theme: "Vanities WEB WALK"— Presentation transcript:

Slide1

Vanities WEB WALK

March 2014

Bath Team

Slide2

Vanities & Cabinets L2

Page Metrics: FW1-FW5(Weekly Avg)*Views: 60K Visits: 41K Exit Rate: 11.9% Bounce Rate: 16%** External Traffic: 20% Revenue Part.: $243K How do they get here?80% Internal TrafficBath: 27%Entered Site: 18%Home Page: 7%Bath Vanities: 7%Vanity Combos: 5%20% External TrafficSEM: 54%SEO: 26%Email: 4.8%Shopping: 0.9%Affiliate: 0.8%

Where do they interact?Visual Nav: 37.3%Left Nav: 10.4%Content: 2.1%Search: 1.7%Hero: 1.6%Where do they go from here? Bathroom Vanities: 32%Vanity Combos: 11%Exited: 10%Build Better Bath event: 6.8%Cabinets & Storage: 4.2%What search terms do they use on this page?medicine cabinetvanity topbathroom vanitymedicine cabinet mirrorvanity tops

*Includes metrics pre- and post- taxonomy flattening**Includes BOT traffic

Slide3

Mobile page vanities

3

Landing Page for Vanities launched 11/14 in effort to help customers refine faster to product by featuring visual navigation options.

We saw a HUGE decrease in Exit and Bounce rates!

Page

Metrics:

FW1-FW5

(

YoY

)

Visits: 76K

(50K)

Exit Rate: 18%

(44%)

Bounce

Rate:

49%

(59%)

Revenue

Part.:

$76K

($23K)

Where are customers going from here?

Special Values (Up to 40% off): 17.3%

Vanities With Tops: 13%

Search: 4%

How did customers get here?

Bathroom Vanities, Sinks & Cabinets: 21%

Home Page: 11%

Search Results: 3.9%

Slide4

YTD TOP VANITY Plps (by visits)

4

We flattened the taxonomy in FW4, therefore pages show up twice in the data (before and after flattening)The pages are the same, the paths just changed slightly

Totals before/after Flattening for Top 3 destinations:

Bathroom Vanities 404,428

Vanity Combos 356,386

Landing page 327,674

Slide5

YTD PLP Top attributes

5

Vanity Combos (i.e. Vanities with Tops) is our #1 visited PLP

Slide6

vanities Visit experience

6

FEB 2014

JAN 2014

Reporting below is from a product level. Over 50% of customers who bought a vanity, saw a Category page during the purchase path. Over 70% saw a PLP. Our Mobile Product Views are very high, so we should ensure our mobile experience matches PC.

Slide7

FORESEE CUSTOMER INSIGHTS – vanities

7

77 customers took the Foresee survey in FW1-5YTD Customer Sat Score for Bath Vanities Overall (not page specific) was 69, compared to 70 sitewide.Compared to site averages, the Vanities category scored lower on all but 1 element (merchandising).Lowest ranked elements are:Product Browsinglowest scoring question with 6.2 score: please rate the ability to sort products by criteria that are important to you on Homedepot.comNavigationlowest scoring question with 7.0 score: Please rate the options available for navigating HomeDepot.com

Site

Avg is 70 for same timeframe

We are slightly below the site avg of 71 on browsing

We are slightly below the site

avg

of 73 on Navigation

Slide8

FORESEE CUSTOMER INSIGHTS – vanities

8

CUSTOMER NEXT STEPS

PRIMARY REASON

GOAL

Slide9

internal SEARCH Observations

9

Internal Search keywords and destinations:“Vanity(ies)”: Bathroom Vanities PLP“Bath Vanity(ies)”: Bathroom Vanities PLP“Vanity Cabinet(s)”: Search results page which lacks size and finish attributes“Vanity with Top”: Search results page which lacks size and finish attributes“Vanity without Top”: Search results page that lacks size and finish attributes“Complete Vanity”: Search results page that shows lighting

Slide10

SEO SEARCH Observations

10

SEO Google Rankings on select Bath Vanity keywords:#1 Vanity Combos (links to the Vanity Combo PLP) #1 “Vanity Cabinets” (links to Vanity Cabinets PLP, which don’t come with tops) Do customers refer to vanity cabinets as the entire vanity? Our current definition of “Cabinets” is that it lacks a top. I’m not sure this is the right approach for this term.#2 “Bath Vanity” (links to Vanities & Cabinets L2 page)#2 “Vanities with Countertops” (links to Vanities & Cabinets L2 page) consider sending to the Vanity Combos PLP#4 “Bath Vanities” (links to Vanities & Cabinets L2 page)#5 “Vanities without Countertops (links to Vanities & Cabinets L2 page) consider sending to the Vanity Cabinets PLPIs there anything we can do to improve the destination in the red highlighted bullets? Some of these may be better experiences if they went to the more specific PLP

Slide11

Q4 Social interest – Most pinned

11

#1

MOST PINNED!

#2

MOST PINNED!

#4

MOST PINNED!

#6

MOST PINNED!

#7

MOST PINNED!

#8

MOST PINNED!

6 out of the top 10

sitewide

P

interest

pins are Vanities

Slide12

Update opportunities

Now that we removed the L3 content page, it’s time to fully update the L2Expand visual nav (add pods for Single, Double, Wall Mount) and include line lists for size/width rangesAdd Style options back to L2Consider renaming current nodes for easier customer understandingVanity Combos to Vanities With TopsVanity Cabinets to Vanities Without Tops

12

Slide13

Competitive review

Slide14

Overstock.com

No landing page for vanitiesListed in Furniture flyout under Bathroom FurnitureFree Shipping over $50Have Cabinet Height in ranges in left navAlso call out snippets of product reviewsLarge lifestyle images

Slide15

lowes.com

Vanities & Vanity Tops landing pageVisual Nav includes size breakoutsVis Nav includes collection call-outsPLP Banner for Promo

Slide16

wayfair.com

Vanities Landing page Brief vis nav with lifestyle imagesSection for Ideas & Advice – Bathroom RemodelingFeatured Brands in vis nav

Slide17

costco.com

Is this a competitor we should watch? They showed up in top 10 of search (higher than amazon)PIPs include lifestyle/alt views

Slide18

build.COM

Landing page vis nav is mix of product type and styleHow To & Idea RowPLP has navigational banner plus one pod for promoAttributes extend a very long way down the pageFeatures (2nd listed attribute) is prominent – like “Soft Close Hinges”, “Soft Close Sides”

Slide19

Appendix

Slide20

Foresee data

Sitewide Foresee scores

Lowest elements for Vanities, specific questions

Slide21

Metric Definitions

Visits:

Number of instances when a visitor navigates a website. A visit may consist of multiple page

views.

The visit will continue until the visitor stops all activity on the site for 30

mins

Exit Rate:

Percent of visitors who click away to a different site from a specific page

External Traffic:

Percent of page traffic that originated outside of the website

Bounce Rate:

Percent of visitors who visit a single page and exit the page without taking steps to view any other pages on the site

Revenue Participation Metrics:

Participation Metrics give full credit to each value (page in this case) that “participates” in the flow leading to the designated Success Event. Participation metrics are useful to determine which pages, campaigns, or other custom variable values are contributing most to the success of your site. For example, if a customer navigates through five pages which result in a $1,000 purchase, each page is credited with $1,000 revenue participation.

Slide22

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