Conversion optimization at Intersport e-store
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Intersport, the largest global sports equipment retailer with over 5400 stores, aims to enhance its online sales through a comprehensive e-commerce redesign and marketing optimization. The project achieved notable results, including a 46.21% increase in conversion rate and significant improvements in loading speed and page visits. Continued collaboration with a marketing partner led to a highly successful Google AdWords campaign, generating revenue vastly exceeding costs.
Conversion optimization at Intersport e-store
- 2. Intersport • INTERSPORT is the world’s biggest sports equipment retail sales group, owning over 5400 stores in 40 countries, whose profts exceed 10 billion euro. • In Poland, INTERSPORT is the leader among sports equipment chain stores, with 32 salons in 21 of the biggest Polish cities. • The company gets awarded every year for dynamic development, increasing its market value and as a reliable business partner. 2
- 3. The starting point • An active e-store based on a dedicated solution • Usability problems • Low speed problems • Advanced integrations The plan • Marketing optimization • Conversion increase • Optimization of technological solutions 3
- 4. Project goal The project covered a number of e-commerce areas. Our major goal was to increase sales by means of the online sales channel. Our plan included: 1. Conversion optimization in the e-store – divided into recommendation concerning the current store design and a total redisigning of the store’s mask. 2. Increasign e-commerce’s reach via SEM, e-PR, social media preparing grounds for future sales marketing. 4
- 5. Testing What is importnant for the customer? 1. Brand reliability 2. A wide array of branded products – including the store’s own brands 3. Product presentation 4. Easy purchase process Apart from the wide offer, a quniqe added value is the possibility of personal pickup in stores or express delivery. 5
- 6. Home page • Re-designed information architecutre • Re-designed menu • Horizontal two-level bookmark menu 6
- 7. Product page • • • • Two product page layouts – horizontal and standard ROPO support – availability in stores Availability Free personal pickup in stores 7
- 8. Shopping process • Simplification • Less steps to make when placing an order • Easy payment and delivery choice options 8
- 9. Shopping process • No-registration shopping • Benefits from registration • Registration made part of placing an order 9
- 10. Access to brands • Highlighting the brands • Brand-based search engine 10
- 11. Additional mechanisms • Members of the loyalty program are given discount coupons which later can be used by simply picking them from the list. • Information about free delivery appears together with the delivery options – at the right place and time. 11
- 12. Effective recommendations • Because of the type of business and the way the products are searched, we introduced product rcommendations. • The boxes recommend alternative products based on the historical user data. • We used Quartic recommendations system. 12
- 13. What results have we achieved? • Conversion rate increased by 46,21% • Pages per visit increased by 21,24% • Server use decreased by 70% – with the same traffic rate • Loading speed increased by 40% – for the end user – according to Google Analytics – For some pages, the loading speed increased even by 90% 13
- 14. AdWords • Google AdWords campaign lasted from mid-December 2011 to the end of April 2012. The revenue was 11 time bigger than the spending costs. • Search engine campaign reached CTR 16,60%. • The average click cost was between 0,15-0,19 zl. • The campaign has become the second biggest sales profit source in the e-store. • After the campaign Intersport decided to continue working with us. The company proposed a payment model based on the netto profit margin, which satisfied both parties Marek Bugajski, Stores Management Director INTERSPORT Polska S.A. 14
- 15. Revenue ROI according to GA (Income / Cost) 500% - 2000% Long-tail campaign progress Budget Time Purchase decision Customer Acquisition Cost (CAC) Optimization Traffic quality decrease Business profitability Konwersja Usability optimization Quartic recommendations Conversion Rate (CR) Loyalty + Lifetime value (LTV) Building contact list eMail Marketing by Sendingo Social Media 15
- 16. Range of works • Complex service • E-marketing strategy • Ad creations • Analysis and design • Social Media • SEO and SEM • Internet auctions • E-commerce implementation • E-weekly ad 16
- 17. Strategy New users Loyalty E-mail marketing 11 x bigger revenue than cost Conversion + 46% increase thanks to usability optimization More effects in less time! 17
- 18. Success-fee What you pay = sales provision CLIENT • Realization of orders • Marketing budget DIVANTE • Technology • Optimization • E-marketing SCALE EFFECTS • Constant increase • Creativity • Risk-free increase • Constantly motivated partner • Focus on the offer • Scalable business • Long-term learning process • Long-term investment planning • No need to „control” • Cooperation between our clients 18
- 19. Contact Tomasz Karwatka tkarwatka@divante.pl, 500 079 624 Divante Sp. z o.o., ul. Kościuszki 14, 50-038 Wrocław, tel. +48 71 342 24 06, e-mail: divante@divante.pl