Evans Cycles. Will Lockie

Transcription

1 Evans Cycles Will Lockie

2 UK s largest specialist cycle retailer Multichannel; 44 stores, web, mobile Turnover in 2011, c. 100m

3 Today 1. Demo 2. Insight 3. Key Learnings

4 Top Level Date Date Date Date Date Date Date Week reporting Sunday to Saturday th Dec-11 to 24th 25th Dec-11 to 31st 1st Jan-12 to 7th Jan- 8th Jan-12 to 14th Jan- 15th Jan-12 to 21st 22nd Jan-12 to 28th 15th Dec to 17th Dec Dec-11 Dec Jan-12 Jan-12 Conversion 0.96% 0.24% 0.26% 0.27% 0.27% 0.32% 0.34% Immediate Exits Exits Bounce Rate 13.74% 13.36% 12.71% 13.05% 14.99% 14.38% 14.22% Exit Rate 41.94% 42.30% 40.05% 43.31% 43.02% 39.97% 38.82% Around % of all visits to the Evans website goes to the Mobile site. Around 2-3% of all orders are made on the Mobile site. Conversion rate on mobile is c.75% lower than desktop AOV is c.20% lower than desktop Shows most people aren t using the mobile site to purchase.

5 Top Paths Homepage Exit 10.25% Homepage Homepage 2.53% Homepage Good Search 1.87% Homepage Road Bikes 0.91% Homepage Mountain Bikes 0.88% Homepage Store Finder Store Finder Results 0.38%

6 Top Pages Page % of visits mobile.evanscycles.com/category/bikes%252fmountain-bikes/ mobile.evanscycles.com/category/bikes%252froad-bikes/ mobile.evanscycles.com/store-finder 6.93 mobile.evanscycles.com/store-finder/results 5.34 mobile.evanscycles.com/category/bikes%252fhybrid-bikes/ People are viewing bikes and stores most suggests that people are browsing / researching products but going in store to view them.

7 Next page from search good 1. mobile.evanscycles.com/search/good 2. mobile.evanscycles.com/home 3. mobile.evanscycles.com/product/specialized 4. mobile.evanscycles.com/product/trek 5. mobile.evanscycles.com/product/scott People are searching for specific brands (no difference in behaviour)

8 Store finder Mobile Site 239,200 visits since site went live (15 th Dec) 16,819 visits to Store Finder page 7.03% of visits are to this page Desktop site 2,649,449 visits to site since 15 th Dec 69,928 visits to Store Finder page 2.64% of visits are to this page Mobile site is used more for viewing store locations that the normal site

9 Overall mobile site exit rate Next Page Next Page Views % of Page Views Exits mobile.evanscycles.com/store-finder/results mobile.evanscycles.com/store-finder mobile.evanscycles.com/home mobile.evanscycles.com/store/list It appears that the mobile site has a higher exit rate than the desktop site however this is largely due to exit rates from the Store Finder Pages

10 What are people buying? Top sellers :- Product Name m_sale_name1=specialized+vice+helmet m_sale_name1=pearl+izumi+cyclone+glove m_sale_name1=exposure+flash+%2f+flare+light+set+with+re-charge+kit m_sale_name2=team+sky+2011+bib+short m_sale_name1=continental+700+x+18%2f25+presta+valve+road+tube m_sale_name1=louis+garneau+neo+protect+overshoes m_sale_name1=endura+padded+liner+shorts m_sale_name1=scott+freeride+gloves m_sale_name2=evans+cycles+90th+anniversary+drinks+bottle m_sale_name1=specialized+xc+lite+glove m_sale_name1=continental+26+x+1.75%2f2.5+presta+valve+mtb+tube m_sale_name1=gore+bike+wear+contest+soft+shell+jacket m_sale_name1=topeak+aero+wedge+with+straps m_sale_name1=fizik+gobi+xm+kium+saddle m_sale_name1=fox+racing+shox+suspension+fluid+10wt+green m_sale_name1=gore+bike+wear+mistral+iii+windstopper+soft+shell+gloves m_sale_name1=schwalbe+marathon+plus+tyre m_sale_name1=schwalbe+rocket+ron+tyre+%28oe%29 m_sale_name1=specialized+equinox+2009+women%27s+winter+gloves m_sale_name3=gt85+spray+lubricant+%26+water+displacer m_sale_name3=schwalbe+ultremo+zx+tyre People are purchasing clothing, accessories or components rather than bikes (seasonality)

11 Key Learnings Effectively another website to manage Redirects for local searches Indexing?format=html

12 Agency perspective Myriad categories, sub-categories, and facet navigation Simple, secure and user friendly behaviour for the complete order process Adapt the most common use cases from desktop to mobile for core nav, without compromising the experience for everyone else Multiple stock statuses is still presenting a challenge Narrow phones not worth catering for? Developing and integrating new multiple APIs: inter-agency challenges Make it fast!

13 Next steps How do we make best use of the site in store? How can we use it to get a better (single) view of customers? Apps, maps, rewards & incentives?

14 Thank Linked in: willlockie