Post on 13-Nov-2014
description
A wonderful opportunity exists to drive sizeable online growth and ROI across Office Depot’s UK brands inc Viking & Tech Depot. The web needs to be managed and developed as a sales channel (not just a
website or 2…) Office Depot’s entrepreneurial and innovative culture looks very appealing
Online marketing review
Saj Bhojani
7th December
Executive Summary
– Site is transactional and clearly allows customers to buy, with value added services available
– Site is lacking in best practise merchandising such as attribute filtering in browse mode
– Similarly usability could be improved with front end redesign of key function such as home page, category structure and navigation
– Search marketing is being managed both SEO & PPC, however clear areas for improvement and a more efficient use of spend
– Aggregator/Shopping comparison programme would also drive new acquisition opportunity
Home page has a transactional feel and passes the 10 second test. However navigation and styling appear outdated with room for improvement. Page is too
long and above the fold dominated by single product promotions
Customers value brands and can be useful navigation
aids
Navigation categories feel
catalogue centric – too many for
the web?
Clear value proposition –
customers know what Nisbets
stand for
Clear product campaigns
highlight offers and keep home
page fresh
Not best practise positioning and
thus hidden from users
Not best practise positioning and
thus hidden from users
For a next day business – free delivery is a key
message and well highlighted
Very long page, circa 3 pages in depth with key messages below the fold e.g. phone number, catalogue request etc
Bunzl offer a comparable home page which although not best of breed does offer learnings for Nisbets e.g. basket position, use of white space and content found
above the fold
This is key functionality found where it should be
Key messages found above the
fold
Customers value brands and can be
useful navigation
aids
Space well used to convey key
messages and proposition
Specialist competitors do not
offer any better examples…..highlighting opportunity
The retail approach is cleaner, efficient use of real estate following best practise usability and use of Flash. Multi channel is a key focus.
Category page works well – evidence of SEO on page optimisation through page titles and meta data. Merchandising and navigation below par
Clear sign post that you are in
Blenders
These are sub categories and options for the
customer to filter their results, but they are missing
the number of products within
each area. Also options are limited e.g.
brand, price etc
Brands are not dynamic or relevant to browsers session
Brands are not dynamic or relevant to browsers session
Useful merchandising
Category pages are highly visitedBlank space = missed opportunity
Key function but should not be in this position –
generally found at the top of page
Navigation highly relevant
with filtering options
Using a search and merchandising tool enables greater flexibly and efficiency through automated merchandising and filtering options for customer.
Clear, consistent design aids user experience
Dynamic merchandising
drives own brand sales
and promotions
Image supports
descriptions
Brand logos are dynamic
Search for “Duali” returns good results – search is key to driving sales and conversion
Breadcrumb ensure customer is
ware of journey
Good use of search
function i.e. comparing &
sorting products for
purchaseRed usually means an
error on the web?
Clear search summary
stock availability is key
Red usually means an error on the web?
Clear add to basket – but designs appear
outdated
Good use of search
attribute filtering
Valuable real estate wasted
Useful product page which does the job – however merchandising, data sheets etc below the fold, no use of product reviews, cross sell hidden
Merchandising , pdf’s. content etc
below the fold
Clear image and brand
Clear pricing – but why red (usually suggests an error
in the world of the web)
Clear pricing and add to basket – but why red (usually suggests an
error in the world of the web)
Promotion text not
overly visible
Clean product page that adheres to best practise and gives the customer the info they need and clear signposts for help and reassurance
Useful merchandising
Fact: Product reviews drive
sales
Social marketing drives traffic and
SEO
Live chat – increasing
commonplace
Delivery info visible above the
fold
Link Reputation is a key factor in search engines algorithm, clearly Nisbets is a reputable site and leverages existing incoming links – however more analysis
required to determine quality of links
Quick review of rankings shows Nisbets ranking no 1 for the term Catering equipment . However for greater volume keywords the ranking is not as good
e.g. search for “office chair” result shows nothing on the first page
Nisbets already at first position for “Catering equipment”
The term ‘catering kitchen equipment chair’ actually has more search and work could be employed to get Nisbets ranking for these more product specific areas.
Currently Nisbets don’t rank for these types of terms.
Opportunity to improve ranking and drive traffic
Opportunity to improve ranking and drive traffic
Quick review of rankings shows Nisbets ranking no 1 for the term Catering equipment. However for greater volume keywords the ranking is not as good e.g. search for “catering kitchen equipment” result shows nothing on the first
page
Keyword Position Global Monthly search volume
Catering equipment 1 2400
Catering kitchen equipment
11 40,500
Titles & Descriptions are dynamic which is great for SEO – however these should be defined and optimized in line with regular keyword research (which
appears to be lacking)
• Displayed in SERPS
• Important ranking factor as well as to increase visitor CTR’s
Analysis
They all require optimisation & restructuring with relevant key phrases would help to improve rankings for certain phrases on relevant pages.
Product categories and product cards could be automated to pull keywords from the database. The database may require formatting inline with new KW research
Google product/base is a free method of driving traffic within natural results – however it appears Nisbets feed is not being managed. Content
optimization is then key in driving rankings once feed set up complete
Search for under counter fridge does not bring up Nisbets.
Suppliers who have a feed into Google base with under counter fridge include those listed, but
Nisbets not listed!
Clearly a paid search plan is in place – with some best practice being used such as manufacturers part numbers, and price within ad copy
However latest innovations in paid search are not yet implemented
Keywords are being managed, potential spend is significant due to volume of searches on some of these keywords but what's important is the ROI and the
objective ie traffic or customer acquisition
Creative's can also be viewed...
Competitive ad copy analysis enables ads to be tweaked and drive increased click through – appears that testing and optimization is limited
Aggregators are a great vehicle for driving brand awareness, traffic and cost effective acquisition. Nisbets feed to Kelkoo & Shopping.com appears to be
lacking.
Clearly Nisbets have an affiliate program with Affiliate WindowWhat is the relationship with the network? More importantly do Nisbets have a
relationship with the super affiliates?
Affiliates can take many forms and are often experts in PPC and drive traffic to suppliers. However when affiliates are driving traffic from brand keywords such as Viking Direct – this is questionable and a poor experience for customers and
costs money where the traffic is almost guaranteed anyway
Customer searches for viking direct and gets 3 Viking look a likes……
If the customer chooses the affiliate advert they go to an affiliate site
Eventually they get to the Viking site!!!
Executive Summary
– Site is transactional and clearly allows customers to buy, with value added services available
– Site is lacking in best practise merchandising such as attribute filtering in browse mode
– Similarly usability could be improved with front end redesign of key function such as home page, category structure and navigation
– Search marketing is being managed both SEO & PPC, however clear areas for improvement and a more efficient use of spend
– Aggregator/Shopping comparison programme would also drive new acquisition opportunity