DLK-Presentation_FINAL_ForLinkedIn

DLK  Design  +  Life  +  Kids  

 www.designlifekids.com  

 Comprehensive  Digital  Marke4ng  Campaign,  Results,    

and  Recommenda4ons  for  Future  Growth    

Executed  and  Presented  by    Peter  Bohan,  Digital  MarkeAng  Consultant  

KIM  WARDELL  Founder,  CEO  West  Chester,  PA

�  DLK,  launched  in  October  2014,  is  a  carefully  curated  collecBon  of  children's  fashion,  accessories,  toys  and  decor  for  the  modern  aestheBc  loving  family.  

�  Based  off  of  Kim’s  blog  of  the  same  name  (founded  in  June  2012),  she  focuses  her  love  of  clean,  minimalist  design  into  an  shop  featuring  bouBque  designers.  Each  item  is  hand  picked  and  all  kids  pieces  are  approved  by  her  two  daughters.

Elevator  Pitch  

For  the  design-­‐loving  parent  who  wants  home  and  children’s  style  to  be  an  aesthe4c  expression  of  who  they  are,  Design+Life+Kids  is  a  specialty  online  shopping  des4na4on  that  offers  bou4que-­‐brand  kids  fashion,  toys,  accessories  home  décor  and  more.  Unlike  other  bou4que  online  shops  who  only  specialize  in  children’s  clothing  and  accessories,  DLK  may  be  the  only  one  to  mix  speciality  kids  products  with  adult  housewares,  allowing  parents  to  share  their  modern,  minimalist  style  with  their  kids,  and  shop  for  themselves  at  the  same  4me.      

Kim  Wardell  also  brings  a  personal  touch  to  the  shopping  experience  that  the  larger  shops,  like  The  Land  of  Nod,  Fawn  and  Forest,  Rosenberry  Rooms,  and  others—she  not  only  hand-­‐picks  every  item  in  the  store    and  packs  and  ships  every  order  herself—her  two  daughters  approve  every  kids  product.  And  the  details  of  her  life  and  business,  some4mes  raw  and  personal,  are  shared  on  the  company  blog.  

DLK  Brand  Pyramid  DLK  helps  create  a  

modern,  sophisAcated  look  for  your  home  and  your  family  that  evokes  

the  spirit  of  parents  with  a  passion  for  design  

The  beauty  of  modern  design  can  help  bring  families  together  and  help  inspire  imaginaAon  and  creaAvity  in  your  children  

I  want  my  living  space  and  my  children  to  evoke  my  spirit,  personality,  and  passion  for  design  and  décor    

I  want  to  foster  my  child’s  crea4vity  

We  make  it  easy  for  the  design-­‐minded  parent  to  shop  for  their  kids  &  themselves  at  the  same  Ame  

We  encourage  you  to  share  your  aesthe4c  with  your  children  

We  are  a  bouAque  online  shop  specializing  in  designer  kids  fashion,  toys,  plus  adult  décor  and  housewares  

Modern,  minimalist,  monochroma4c  style  

Core  Consumers  �  Mainly  woman  with  children,  ages  25-­‐44.

�  Family-­‐focused  parents  who  like  to  shop,  and  love  home  furnishings  and  décor  with  an  average  annual  household  income  of  $125,000.

�  Top  countries:  U.S.  (64%),  Canada  (9%),  Australia  (6%),  U.K.  (4%).   �  89%  female,  11%  male.  Urban  and  suburban.  55%  mobile,  45%  

desktop.

�  Anyone  who  appreciates  modern  design  and  home  décor.

Month   Visits   Conv.  Rate   Avg.  Value   Revenue   TransacAons  

Oct.  2014    5,149     1.44%    $55.40      $4,100      74    

Nov.  2014    5,929     1.65%    $66.90      $6,556      98    

Dec.  2014    5,903     1.58%    $83.07      $7,726      93    

Jan.  2015    8,666     1.18%    $79.17      $8,075      102    

Feb.  2015    6,966     1.42%    $60.45      $5,984      99    

AVERAGES:   6,522   1.45%   $69.00   $6,488   93  

DLK  Performance  Through  February  2015  

Kim’s  Goal:  Reach  $20K    in  revenue  in  one  month.  

Work  began  early  March  2015

ObjecAve  1:  OpAmize  Homepage  Layout,  SEO  +  Checkout  FuncAonality  

ObjecAve  2:  Boost  eNewsleeer  SubscripAons  +  Plan  Email  Campaign  Around  Special  Sale  

ObjecAve  3:  Execute  Paid  Ad  Campaigns  +  Social  Growth  Hacking  to  

Promote  Sale  

UX  CriAque/OpAmizaAon  

Homepage  Issues:  

•  No  call  to  acBon.   •  Top  product  shots  do  not  click-­‐through •  Email  signup  and  social  follow  icons  at  boaom  of  page  (3  scrolls)

•  Search  field  at  boaom  of  page •  Calls  out  shipping  policy  at  very  top  of  page  –  Use  for  something  more  important?

•  Huge  list  of  designers  at  boaom  of  page.

UX  CriAque/OpAmizaAon  

View  Cart/Checkout  Process  Issues:  •  No  ability  to  create  an  account •  Missed  opportunity  to  upsell •  Search  field  should  be  visible  to  encourage  addiBonal  shopping

•  From  start  to  finish,  purchasing  an  item  takes  6  clicks.  

•  No  way  to  sign  up  via  social,  or  pay  using  PayPal

UX  Design  RecommendaAons      Homepage  -­‐  Redesign  so  these  are  all  ABOVE  THE  FOLD:  

•  Search  for  a  product    

•  Sign  in  or  register  for  their  account    

•  Ability  to  sort/narrow  products  by  type,  brand,  price,  or  most  popular  

 -­‐  Move  enewslefer  signup  above  the  fold,  with  special  offer  and  clear  call  to  ac4on    •  Direct  to  a  Thank  You  page  so  signups  are  

tracked  via  Google  Analy4cs    -­‐  Remove  designer  list,  and  allow  user  to  sort  by  designer  with  a  simple  drop  down  list    -­‐  Replace  top  banner  text  with  special  15%  discount  for  first-­‐4me  enewslefer  signups    -­‐  Consider  adding  Picreel  to  this  page  with  en4cing  offer  to  reduce  bounce  rate  

Checkout  Process  -­‐  There  are  too  many  clicks  and  steps  needed  to  complete  a  purchase,  so  I  would  try  to  keep  this  to  1-­‐3  steps,  max.    

-­‐  Checkout  Page  1:  

•  Encourage  user  to  create  an  account  –  ideally  through  a  social  account  (like  Facebook)    

•  Consider  adding  Live  Help  or  Customer  Service  Chat  

•  In  show  cart  mode,  upsell  1-­‐2  other  items  

•  Allow  fast  checkout  with  Paypal  

-­‐  For  Checkout  Page  2:  

•  Show  security  seals  (as  many  as  possible)  

•  Show  full  order  details  and  a  bufon  to  confirm  order,  Ideally  it  could  end  here    

-­‐  For  Checkout  Page  3  (if  needed):  

•  Direct  immediately  to  Thank  You  page  with  confirma4on  #  and  reaffirming  message  that  the  order  is  on  its  way    

UX  Design:  Mar-­‐Apr  Update      

Improvements  and  Results:  •  Enewsleaer  signup  above  the  fold  on  homepage,  with  15%  discount  offer.

•  Top  announcement  bar  also  calls  out  15%  discount  for  enewsleaer  signups

•  Email  signups:  Up  46%  (414  to  605) •  Bounce  rate:  Down  39%  (24.68%  to  14.95%) •  Conversion  rate:  Up  86%  (1.45%  to  2.71%)

SEO  Efforts  •  Un4l  mid-­‐March,  her  

site  4tle  tag  was  generic  “Design+Life+Kids”  and  included  no  keywords.  

•  All  pages  used  used  the  same  generic  meta  descrip4on.  

•  Searches  for  her  site  now  show  a  descrip4ve  4tle  tag,  and  site  extensions  with  customized  meta  descrip4ons.  The  home  page  even  has  a  callout  for  the  15%  off  your  first  order  off  for  enewslefer  signup.  

•   In  general  the  site  is  placing  much  higher  in  search  rankings.  

Landing  Page  TesAng  Which  sale  entry  page  would  drive  the  most  traffic?

Landing  Page  Results:  •  Hypothesis:  Landing  Page  1  (top)  would  have  higher  click-­‐thru  due  to  pop  of  color  on  headline  and  bufon.  Simple,  clean,  with  a  clearer  CTA.  

•  Landing  Page  2  (bofom),  stuck  to  the  tradi4onal  brand  colors  of  black  and  white  (CEO  said  her  customers  did  not  like  bright  colors).  Design  is  a  bit  clufered.  

•  Results:  Both  emails  had  roughly  the  same  click  rate:  between  5.5-­‐6.5%.  However,  Landing  Page  1  drove  32%  more  customers  to  the  store  than  Version  2.    

Test  email  sent  with  different  landing  pages:  •  Same  email  sent  to  two  random  groups  of  100  customers  

•  Each  email  had  its  own  unique  URL  driving  traffic  to  one  of  two  landing  pages:  Page  1  (top  right)  or  Page  2  (bofom  right).  

•  Both  pages  created  in  Squarespace.    

The  Spring  Clearance  Sale  

•  To  anchor  campaign  +  boost  sales,  we  had  a  3-­‐day  Spring  sale,  which  ran  4/14-­‐4/16.    •  Terms:  25%  off  plus  free  shipping,  which  is  the  highest  discount  she  allows  at  this  point.    

•  Custom  landing  page  designed  and  unique  URLs  were  assigned  to  each  channel  for  tracking  purposes.    

•  Simple,  direct,  with  a  clear  call  to  ac4on.  

Twieer  Growth  Hacking  

Version  1:  •  Product-­‐focused  •  4,199  impressions  •  30  website  clicks  •  5  page  likes  •  6  post  likes  

•  DLK’s  Instagram  group  has  14,300  followers,  1,500  Facebook  fans,  yet  Twifer  was  lagging  behind  with  720  followers.  

•  I  wanted  to  experiment  with  growth  hacking,  so  used  Unfollowers  ($6.90/month)  to  promote  the  Spring  Sale.  

•  New  followers  received  an  automated  Direct  Message  with  a  callout  for  the  sale,  promo  code,  and  tracking  URL  (shortened)  leading  directly  to  landing  page.  

•  Followed  compe4tors  and  trusted  bloggers’  fans,  along  with  popular  hashtags,  with  a  20%  follow-­‐back  rate.  

Twieer  Growth  Hacking  Results  •  Gained  338  new  followers  in  

one  week  (a  47%  increase).  •  The  tracking  URL  sent  to  new  

members  generated  48  sessions,  and  6  transac4ons  totaling  $353.80  (or  a  5,028%  ROI).  

•  AOV  is  lower  than  average:  $59.97.  Will  they  be  repeat  customers?  

•  Organic  growth  and  ac4vity  (retweets,  favorites,  responses)  has  her  page  gerng  much  more  buzz.  Kim  is  now  pos4ng  directly  to  Twifer  more  osen  these  days,  cul4va4ng  this  new  audience.  

Takeaways      •  Results  so  far  have  been  great,  but  I  think  she  can  do  a  lot  befer  once  she  changes  platorms—to  

something  like  Shopify  which  allows  for  more  customiza4on.    •  The  checkout  process  s4ll  needs  to  be  4ghtened  up  considerably.  

UX  Improvements  

SEO  •  She  needs  to  create  more  blog  and  social  media  posts  tailored  to  things  her  audience  is  searching  for  

(content  pillars)  to  keep  improving  search  rankings.  •  Create  site  tags  for  every  page,  and  use  alt  tags  for  every  picture  used  on  the  site.    

Twieer  Growth  Hacking  •  The  number  of  followers  isn’t  as  important  as  the  ac4on  they’re  taking,  these  people  are  engaged;  

retwee4ng  her  posts,  making  purchases,  blogging,  spreading  the  word.    •  Based  on  her  success  with  Instagram  and  the  profitability  of  this  Twifer  growth,  I  would  recommend  

con4nuing  to  test  special  offers  and  promo4ons  &  also  experiment  with  Facebook  and  Pinterest  .  •  But  this  is  so  new,  we  haven’t  been  able  to  do  any  tes4ng,  but  we’d  like  to  see:  

•  Will  they  be  repeat  customers,  or  was  this  a  one-­‐off  success?  (low  AOV)  

•  What  4mes  of  day  do  posts  get  the  best  response?  

•  What  types  of  content  do  they  respond  to  the  most?  

•  What  types  of  offers  trigger  sales  or  other  ac4ons  (like  email  signup)?  

•  Can  we  segment  the  audience  by  age/loca4on/interests  and  tailor  content  to  them?  

Ema    Campaign  

Email  2  (Sent  Days  2  and  3,  4/14  &  4/15):  •  Clean,  product-­‐focused  design  •  Clear  CTA  bufon  •  Featured  countdown  4mer  (free,  Mo4onMail)  •  Day  two:  23.8$  open  rate,  5%  click  rate  •  Day  3  (Final  Reminder):  30.9%  open  rate,  6.5%  click  rate  

Email  1  (Sent  Day  1,  4/14):  •  Clean,  product-­‐focused  design  •  Did  not  have  clear  CTA  bufon  •  Featured  countdown  4mer  (free,  Mo4onMail)  •  Used  in  mul4variate  test  (see  next  page)  

Ema                          Campaign  Results  

Version  2:  •   Sent  to  segment  who  have  NOT  opened  any  of  last  5  campaigns.  •   Subject  line:    WE  MISS  YOU!  Come  back  for  25%  OFF  +  FREE  SHIPPING!  •   310  recipients  •   14.8%  open  rate  •   4.8%  click  rate  

Version  1:  •   Sent  to  segment  who  have  opened  at  least  1  of  last  5  campaigns  •   Subject  line:    Big  Clearance  Sale:  25%  OFF  +  FREE  SHIPPING  -­‐  3  Days  Only!  •   299  recipients  •   57.5%  open  rate  •   25.8%  click  rate  

MulAvariate  Test:  • Sent  same  email  to  2  different  list  segments  with  different  subject  lines.  

Ema                          Campaign  Results  Overall:  • Email  campaign  budget:  $0  (Free  MailChimp  plan)  • List  size  at  4me  of  campaign:  578  • Total  opens:  399  •   Total  clicks:  130  •   Orders:  27  •   Conversion  rate:  8.56%  •   AOV:  $88.59  •   Revenue  generated:  $2,392.80  

MulAvariate  Test:  •   Lesson  learned:  Segmen4ng  the  list,  and  tailoring  subject  lines  and  content  can  engage  stagnant  subscribers.    •   Recommend  execu4ng  addi4onal  tests:  surveys,  segmenta4on,  personaliza4on.    •   Perform  more  A/B  tests  to  see  what  kind  of  imagery  and  subject  lines  are  most  successful.  

         Ad  Campaign  Results  

Version  2:  •  Product  and  kid-­‐focused  •  10,689  impressions  •  58  website  clicks  •  5  page  likes  •  4  post  likes  •  0.54%  conversion  rate  

Version  1:  •  Product-­‐focused  •  4,199  impressions  •  30  website  clicks  •  5  page  likes  •  6  post  likes  •  0.71%  conversion  rate  

         Ad  Campaign  Results  

Run  dates:  4/14-­‐4/16 Budget:  $120.00

Impressions:  14,888   Audience:  “Lookalike”  Women  25-­‐65  

Website  clicks:  88

CTR  (website  clicks  only):  0.59% Orders:  2

Revenue:  $114.00 AOV:  $57.00

ROI:  -­‐5%  

Spring  Clearance  Sale  Keywords:  

Kitchen  Cups  Keywords:  

Ligh4ng  and  Lamps  Keywords:  

Hugo  Loves  Tiki    Keywords:  

Design  Life  Kids  designlifekids  

dlk  design  kids  life  

Bone  china  tea  cup  Dombo  cup  

Espresso  cups  set  Modern  espresso  cup  

Modern  pendant  ligh4ng  Night  light  kids  Lamps  for  kids  Cloud  lamp  

Tiki  T  shirts  Hugo  Loves  Tiki  

Hugo  Loves  Tiki  Bebe  Hugo  Loves  Tiki  Tee  

Ran 4 simultaneous campaigns 4/14 thru 4/16

SAMPLE  ADS  

RESULTS  

Run  dates:  4/14-­‐4/16 Budget:  $165.00 Impressions:  4,336 Audience:  Desktop,  Women  25-­‐44

Total  Clicks:  85 CTR:  1.96% Orders:  5 Revenue:  $463.00

AOV:  $92.60 ROI:  181%  

Takeaways      •  Great  results,  high  AOV  and  very  profitable,  but  with  the  email  list  growing,  she  needs  to  start  crea4ng  

more  engaging  content  for  them.  •  Definitely  do  more  tes4ng,  segmen4ng,  and  personalizing  emails  tailored  to  consumer  interests.    

Email  Campaign  

Facebook  AdverAsing  •  While  this  campaign  wasn’t  par4cularly  successful,  the  ability  to  target  your  audience  to  such  a  high  

degree  calls  for  more  experimenta4on  and  investment.  What  types  of  ads  DO  work?  •  We  installed  a  tracker  onto  the  homepage,  so  we  can  target  everyone  who  visits  the  website  from  

Facebook.  Adver4se  specific  products  to  them,  drive  them  back  for  purchases.  •  Try  product  slideshow  ads  featuring  biggest  sellers.  

Google  AdWords  •  Focus  on  high-­‐intent,  long-­‐tail  keywords  during  sale  periods.  More  generic  keywords  have  too  much  

compe44on.    •  This  campaign  was  profitable,  and  had  a  higher-­‐than-­‐average  order  value,  so  keep  inves4ng  and  tes4ng!  •  Keep  researching  keywords  and  compe44on.    •  Test  headlines  and  other  copy  to  see  what  generates  the  best  results.    

Spring  Sale  Audience  

63% of orders during sale period were from NEW customers

Exis4ng   New  

63%  

37%  

Overall  Results  

March revenue nearly tripled that of February, and April will be DLK’s most profitable month ever!

Month   Visits   Conv.  Rate   Avg.  Value   Revenue   TransacAons  

Oct    5,149     1.44%    $55.40      $4,100      74    

Nov    5,929     1.65%    $66.90      $6,556      98    

Dec    5,903     1.58%    $83.07      $7,726      93    

Jan    8,666     1.18%    $79.17      $8,075      102    

Feb    6,966     1.42%    $60.45      $5,984      99    

Mar    9,179     1.88%    $83.41      $14,430      173    

Apr      11,154     2.55%    $113.93      $32,167   284  

Overall  Results:  March  -­‐  April  

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Visits, Conversion Rate & Revenue by Month

Visits

Revenue

Conv. Rate

Overall  Results:  March  -­‐  April  

March-­‐April  2015  have  had  big  increases  over  average  performance  Oct.  2014-­‐Feb.  2015:  

Visits  have  increased  64%  

Conversion  rate  has  increased  26%  

Average  Order  Value  has  increased  60%  

Email  newsleEer  subscrip4ons  up  62%  

Average  Monthly  Revenue  has  increased  267%  

Recommenda4ons  for  Growth:  OWNED  Website:  Change  plalorm  to  reconfigure  homepage  layout,  enable  customer  accounts,  streamline  checkout  system,  enable  easy  product  sorBng.  SEO. Blog:  Focus  on  content  pillars  +  thought  leadership  in  kids  décor  and  design.    -­‐What  do  your  customers  want  to  know    more  about?   Social  Media:  Posts  should  work  in    tandem  with  blog  and  enewsleaer  topics.  Grow  fanbase.  Landing  Pages:  Use  more  ooen  for  special  promoBons.  Experiment  with  layouts.  -­‐Use  tracking  URLs  to  analyze  results.  Email:  Grow  list  as  much  as  possible.    Focus  on  content  for  weekly  enewsleaer  (interviews,  product  video,  contests),    consider  invite-­‐only  VIP  list.  

Recommenda4ons  for  Growth  PAID  OpAmizaAon:  Consider  OpBmizely  or  VWO    for  high-­‐conversion  landing  pages  Affiliate  MarkeAng:  Get  more  engaged  referrals    Social  Media  Tools:  To  make  strategy,    posBng,  tracking,  +  planning  content  and  editorial  easier  AdverAsing:  ConBnue  to  experiment  with  Google  and  Facebook–  it’s  worth  more  investment/exploraBon

EARNED  Social:  Encourage  more  sharing  &  referrals  PR:  Hire  freelancer  to  pitch  media  to    coincide  with  website  relaunch  and    generate  buzz

Focus  on  content  pillars  in  blog  and  social  media  posts.  Generates  interested  traffic  and  boosts  SEO.  

Customer  Interests   Brand  Interests  

Content    Pillars:  

þ  How  to  involve  your  children  in  your  design  life  

þ  Minimalist  Design  

þ  Décor,  food,  and  entertaining  

•  Interior  design

•  Minimalist  decor

•  Entertaining

•  Raising  kids

•  Food/Cooking

•  Personal  Style

•  Clothes

•  ImparBng  their  sense  of  style  to  their  children  Modern  living

•  Suburban  life  –  Urban  aestheBc

•  To  find  and  share  the  beauty  in  our  every  day

•  Fashion

•  Décor

•  Love  of  beauBful  design

•  Minimalist  design

•  Entertaining

•  Sharing  love  of  design  with  kids  –  how  to  bring  them  into  your  life

•  Being  a  single  mom

THANK  YOU  Design  +  Life  +  Kids  

 www.designlifekids.com  

By  Peter  Bohan  April  2015