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