ShopMieux Final Presentation
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Transcript of ShopMieux Final Presentation
VANESSA D
AULTON, J
ACQUELINE M
ONRREAL, ARELIS
LÓPEZ, H
IEU C
URREY, DANNY NGUYEN, ORSON
CHI
COMPANY BACKGROUND
in business for 1.5 years (2012)
3809 Parry Ave, Suite 102Dallas, TX 75226
Buying & re-selling of women’s clothing & accessories
Kelsey HallowayFounder
www.shopmieux.com
Boutique has moved completely online since 2014
WEBSITE● All Transactions are made thru an e-commerce platform
StrengthsSupports sales and customer service
User-friendly and secure payment gateway
Weaknesses Limited e-commerce platform
● Website links to
COMPETITION OVERVIEW
INDUSTRY: Resale is a multi-billion dollar industry.
TOP COMPETITORS:
San Francisco, CASan Leandro, CA
● ShopMieux offers items with brands that are familiar to its target market.
● The online boutique offers items from all seasons. Regular retail schedule (sales during holidays, etc)
TARGET MARKET
Working class/college studentTarget age 20-45
Avg order $56 - 75%
Engagement Social media contentE-campaignsAffiliates/ BloggersLoyalty Lion: On-page loyalty programE-mail after purchase w/ incentive to share w/ friendAuto send 10% coupon when customer subscribesAuto send 10% coupon when customer abandons shopping cartCustomer Service: Respond to all inquires within 24 hours.
WEBSITE USABILITY
Homepage (“Above the Fold”)Page Title
Good URL
Search Functionality
Clickable brand logo
Horizontal Navigation● Categories● Subcategories
Social media chiclets
Register/Login functionality
Discounts
Incentives/Offers
Cart functionality
Creative● Web safe colors● Aesthetically
pleasing
Flash● Advertisement● Customer Service Chat● Loyalty Rewards
Homepage Continued
Good overall content● Company information● Target market● Product offerings
Readability● Good Text● Good Font● Good Background Contrast
Homepage Continued
Horizontal Navigation Continued● Contact Us● Shipping & Returns● Press
Customer Service● Email Discount Tool
Advertising and Promotions
● Discounts○ 50% Off
● ALT tags for images
Shopper’s Experience
Filters
WEBSITE’S AGE
Relatively young websiteAugust 2013
Potential:● Key competitive
words ● Link juice
WEBSITE TRAFFIC
BOUNCE RATE, PAGEVIEWS, TIME ON SITEISSUES?
Acceptable but could always be improved
SEARCH QUERIES
SITE LINKS TO SHOPMIEUX
PINGDOM ANALYSIS
RESPONSIVE DESIGN
Broken Links
Overall Website Recommendations Homepage:Add Site Map● Better SEO Results● Navigation Benefits● Index Sites
https://www.xml-sitemaps.com/
Make it easier to determine what is clickable● Have options light up in red like the
top○ Contact Us, Press, etc
Shopper’s experience: Edit Page Titles and URL’s● Take out unnecessary words and
characters○ Page Titles: delete “tagged “Type-”○ URL’s: delete “meta-filter-Type-”
● Better appearance● Add breadcrumbs for navigational
purposes● Improve filters (Add refinement)
Website Traffic:Increase website traffic through AdWords Campaign● Discussed later
Create a Keyword strategy ● Chase the ones where we
are present and look for others. Also stay up to date with seasonality
Speed up page load time● Delete Popups, Flash, and
other add-ons
SEO ANALYSIS &
RECOMMENDATIONS
COMPETITORS RANKING
WHO’S LINKING TO US
WEBSITE TOP PAGES
LINKING DOMAINS
RANKING KEYWORDS
METATAG DESCRIPTION (HOMEPAGE)
META TAG DESCRIPTION (OTHER PAGES)
RECOMMENDATIONS
● Meta descriptions could include high traffic keywords○ Use Rank Checker, and keyword strategy
● URL’s good except○ Should consider taking out “meta-filter-Type-”
for clothing subcategories● Page title’s good except
○ Should consider taking out “tagged “Type-” for clothing subcategories
● Edit H1’s and H2’s○ More related content○ Add keywords
SERP RESULTS DISPLAY
SERP: ● Has call to action● Great usage of sitelinks ● URL is short ● Display Ad with address, phone, and
hours of operation● Unique and descriptive urls● Descriptive title pages
SERP
Recommendations:● Incentivize shoppers to
leave a review ● Remove Hours and Address
SERP
CAMPAIGN OVERVIEW
Strategy
● To improve traffic ranking● Lower the bounce rate and improve the daily time on
site ● Improve the quality score of each keywords and add
negative keywords to reduce the unnecessary traffic● To increase page real estate
General Setting Search
● Search Network Only: All features
● All Devices● Location: Dallas, TX● Languages: English● Bid Strategy: Set to CPC
(Automatic)● Budget: $15/ day● No Ad Extenstions● Ad Schedule: All Day
Display● Search Network with Display
Select and Display Network Only: All features
● All Devices● Location: Dallas, TX● Languages: English● Bid Strategy: Set to CPC
(Automatic)● Ad Extensions: “See Below”● Budget: $15/day● Ad Schedule: All Day
Overview
• Run time: October 23rd - November 16th with pauses
• Total Campaigns: 6 (4 search network only, 1 Search network with display, 1 Display network)
• Total AdGroups: 21 (17 search network only, 1 search network with display, 3 display network)
• Total # of Ads: 21
• Total # of Keywords: 203
• Total # of Negative Keywords: 19
Overview
KeywordsShoes Boots for women Boot Shoes Boots Womens Girls Cowboy Boots Heels for women Women High HeelsWomen High Heels Cheap flats for womenCheap sandals
Dresses
Evening cocktail dresses
Dresses cocktail
Evening dress
Party dresses cheap
Dresses casual
Recommendation: Keep up with seasonality
Negative Keywords
About one negative keyword per adgroup
Metrics and KPI’s
Clicks CTR
Impressions Cost
Conversion Rate
Top Performing Ad Groups/Campaigns
Top campaign is Dresses but it was the most expensive and CPC. The Display only campaign did better than one of ht
Best Performing Search Ad
Clicks: 64Impressions: 35,520CTR: .18%Avg CPC: $1.21
Best Performing Display Ad
Clicks: 71Impressions: 15,411CTR: .46%Avg CPC: $0.66
Key Takeaways
ADWords -To set the bids for campaigns on manual. ● Make sure the correct negative keywords
are chosen to minimize the spending. ● Have one more display with search network adgroup
to increase CPC.● Not to set all adgroup keywords on broad match,
find the most popular one and change to exact match or phrase match.
● Should have been monitoring all adgroups.● Implement a keyword strategy (Seasonality, popular
keywords)
MOBILE ANALYSIS
Mobile Evaluation
● Loading time more than 3’s
● Call to action need to be improved
● The appearance is not appropriate
and confused
● A lot of scrolling
● M-Marketing is weak
○ No QR code
○ No apps on ios or android
Mobile Recommendations
● Loading page is 3’s
● The Color need to be more
unique and separate
● Less scrolling
● Appearance appropriate to
satisfy customer’s need
● Create an app on ios and
android
● QR code take to the
website
SOCIAL MEDIA
FacebookRecommendations
● Timeline:○ Last post was today, prior Nov 17○ 4 posts/day/2 hours apart - sometimes○ Very few likes or shares on their
posts● About:
○ Shows local address & map to dallas store
● Start shopping:○ Displays error - “Shop not found”
● Be more consistent with posts
● Create engaging posts to get more likes & shares
● Remove local address on about page & map
● Add a link or content under the start shopping page
Twitter● Last post was today,
prior Nov 17● Same posts as Facebook ● No Likes or Retweets on
posts● Displays Local Address● They follow mostly style
bloggers
Recommendations● Be more consistent with
posts ● Create engaging posts to
get more likes & Retweets
● Remove local address ● Use more and popular
hashtags
Pinterest ● They have a board of items from
the website● Other boards of inspiring outfits● Post contests● They are following more people
than people following them● Displays local address
Recommendations ● Pin more items of clothing or
accessories from the website● Advertise their contests on
all social media sites● Remove local address
Instagram● Their best social media site
however not consistent● Last post was Nov 18● They post:
○ clothing○ quotes○ pictures of the employees○ discounts
● They promote:○ contests
● Likes on posts range from 500 and under
Recommendations● More consistent on posting ● Use more and popular hashtags
Tumblr ● Not a lot of posts● Posts the same as their other social
media sites● Inconsistent posts● Last post was Nov 18● Reposts other peoples posts
Recommendations ● Get rid of tumblr, it’s not
benefiting their business
Overall Social Media Recommendations
● Be more consistent with all posts on all social media sites
● Create engaging posts to have more likes● Create and promote contests to engage more
people to the site● Make sure to use more and popular hashtags to
get more likes, followers, and because it will bring more people to the check out the website
● Get rid of local address on social media sites● Get rid of tumblr - it’s not helping the
business