Converting Web Traffic Into Customers:

Omnichannel Trends in the Outdoor Industry

Adam Lewis
Ben McKinley
January 2015

About Cascade Web Development

Cascade offers web strategy, design and development services for
outdoor brands and active lifestyle companies. !

About Foghorn Labs

Foghorn Labs develops and executes integrated online marketing
strategies for outdoor and active lifestyle brands. !

Apart from flagship stores, the only

place brands have complete control
over the end-to-end customer
experience is online.

A strong web and

ecommerce presence
is essential for the
continued growth of
brick and mortar
retailers.

The Impact of E-Commerce is Clear

Agenda

Omnichannel Defined and Emerging Trends (10min)

How Brands are Capitalizing on Multi Screen Trends (10min)

Search Marketing Trends for Online Retailers (5 min)

Integrated Online Marketing Case Studies (20min)

Summary + Q&A (15min)

Agenda

Omnichannel Defined and Emerging Trends (10min)

How Brands are Capitalizing on Multi Screen Trends (10min)

Search Marketing Trends for Online Retailers (5 min)

Integrated Online Marketing Case Studies (20min)

Summary + Q&A (15min)

The Evolution of Omni-Channel Retailing

Increased focus on a seamless approach to the consumer experience
through all available shopping channels:

Channel Conflict How Can Brands & Retailers Play Nice?

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Limited Edition
Limited run design and graphics. Shared with dealer. Off-season $$.

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Multiple purchase options

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Customize:
Brand supplied configurator, embedded into retailer site

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Live video:
Presented by the brand expert. Fulfilled through the trusted retailer.

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Agenda

Omnichannel Defined and Emerging Trends (10min)

How Brands are Capitalizing on Multi Screen Trends (10min)

Search Marketing Trends for Online Retailers (5 min)

Integrated Online Marketing Case Studies (20min)

Summary + Q&A (15min)

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Capitalizing on multi-screen trends

2014 Crossed the mobile tipping point.
Mobile usage trends are growing with increased mobile options.
Mobile ecommerce conversions still trail desktop.

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Growth Rate of eComm vs Brick & Mortar

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Capitalizing on multi-screen trends

2014 Crossed the mobile tipping point.
Mobile usage trends are growing with increased mobile options.
Mobile ecommerce conversions still trail desktop.

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Online Shopping is a Multi-Screen Activity

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Webrooming vs Showrooming. Why?

According to a report by Merchant Warehouse, here are a few reasons why

customers would webroom over showroom.

47% don't want to pay for shipping

23% didn't want to wait for the product to delivered
46% like to go to a store to touch and feel a product before they buy
36% will ask the store to price match a better price found online
37% like the option of being able to return the item to the store if needed

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Summary: 8 Tips for Omnichannel Success

1.

The Omnichannel is about the consumer

2.

Know your brand and be authentic

3.

Speak to top consumer personas using their preferred

channels

4.

Make your consumer feel special by creating real and direct

relationships with them

5.

Brands with complex products should provide creative ways of

supporting the purchasing path through retailers

6.

Leverage new technology to improve the consumer experience

7.

Trying to compete with a non mobile responsive ecommerce

site is like trying to win a SL race on 203 cm straight skis

8.

Email and social media are largely mobile experiences. Make

sure your site is ready to show users a good time

9.

Embrace webrooming and showrooming by playing to your

organizations strengths
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Agenda

Omnichannel Defined and Emerging Trends (10min)

How Brands are Capitalizing on Multi Screen Trends (10min)

Search Marketing Trends for Online Retailers (5 min)

Integrated Online Marketing Case Studies (20min)

Summary + Q&A (15min)

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So you have a great Omni-Channel website

Make it Simple
to GET FOUND

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Search Engines are an Essential Online Shopping Tool

SOURCE: https://www.thinkwithgoogle.com/research-studies/breaking-the-glass-ceiling-apparel.html

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Search Engine Conversion Paths

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The Anatomy of a Search Result Circa 2003

SEM
high speed internet

SEO
Organic Search Results
Results generated
algorithmically Unpaid

Paid Search Advertising

Real-time auction based
on relevance and bid
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The Anatomy of a Search Result - 2015

SEM

SEO
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Google Product Listing Ads (PLA)

PLA
Real-time, feed
based auction

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Google Product Listing Ads (PLA)

PLA

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The Sum is Greater Than The Parts

Ads help organic results. Organic results help ads.
If you rank in position 1 for organic results, 50% of ad clicks are incremental.
If you rank in position 2-4 for organic results, 82% of ad clicks are incremental.
If you rank in position 5 and higher, 96% of ad clicks are incremental.

SOURCE: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

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The impact of Search Ads on In-Store Sales

As many as 88% of consumers are researching items online and then buying in a
physical store.
-Accenture Retail Study (April 2013)

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Search Ads Lift In-Store Sales

More than 50% of U.S. offline retail sales will be influenced by the web by 2017.
- Forrester Research (Feb 2013)

ROAS =
2 to 14x

SOURCE: https://www.thinkwithgoogle.com/articles/proof-online-ads-increase-offline-sales.html

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Agenda

Omnichannel Defined and Emerging Trends (10min)

How Brands are Capitalizing on Multi Screen Trends (10min)

Search Marketing Trends for Online Retailers (5 min)

Integrated Online Marketing Case Studies (20min)

Summary + Q&A (15min)

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Goal: Drive Direct-to-Consumer Sales

Challenges:
1. First season selling direct-to-consumer
2. Short window of customer interest (ie. minimal time to test)
3. Striking a balance between wholesale and direct
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Approach: Generate Awareness, Convert Demand

Generate Awareness and Demand:
1. Maximize the impact of existing sponsorships, promotions and PR
2. Appear on key endemic sites through either direct or ad network buys
3. Buy low-cost ad space on long-tail sites, blogs and forums via Google

DISPLAY

SEARCH

CSE

RE
MARKET
ING

Convert Demand Into Sales:

1. Google AdWords text ads for brand and product terms
2. Google Shopping PLAs for non-brand terms
3. Develop remarketing lists by product segment to reconnect with visitors
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Approach: Presence Throughout the Buy Cycle

snowboarding bibs

PLA

backcountry ski gear

womens ski bibs
technical ski jacket
RESEARCH / ENGAGEMENT
cool freeride ski pants
CONSIDERATION
COMPARISON

best backcountry bibs

PURCHASE

packable down jackets

DISPLAY

fleece lined softshell

trew cosmic jacket

SEARCH

pow funk jacket

trew gear
trew outerwear
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Results: Return on Ad Spend (ROAS)

Key Result: Increased online sales with an aggregate ROAS of 617%
($6.17 in gross eCommerce revenue for every $1 spent on ads)

ROAS by Channel:
AdWords Text Ads: 970%
Google Shopping (PLAs): 620%
Remarketing (GDN): 159%
Banner Ads (GDN): 49%
Banner Ads (Direct CPM): 36%

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Findings: Try Before You Buy With Online Media

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Findings: A Unique Brand Voice Improves CTR and Conv. Rate

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Goal: Convert Social Engagement to Customers

ANONYMOUS
APPAREL
BRAND

Challenges:
1. High cost of maintaining the blog + multiple social media platforms
2. Reengaging with visitors who are unfamiliar with the brand
3. Being compelling without being too obvious or annoying.
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Approach: Segment and Customize

Return
Customers

Product
Browsers

PR

REVIEWS

Abandoned
Carts
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Results: Return on Ad Spend (ROAS)

Key Result: Remarketing campaigns converted blog visitors into customers
with a ROAS of 1,637% -or- $16 of gross revenue for every $1 in ad spend.

Remarketing vs. Brands Traditional Display Ads:

17 times more cost-effective at generating view-through conversions
30 times more cost-effective at generating direct conversions
15 times more directly attributable revenue per $1 spent ($16.37 vs. $1.10)

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Findings: Remarketing Needs Paid Search to Realize its Potential

SEARCH

CSE

RE
MARKET
ING

Customers rarely convert directly

after clicking on a remarketing ad.
They are more likely to conduct a
search as a result of seeing a
remarketing ad (view-through)

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Findings: No One Social Media Platform Appeals to All Visitors

Young but getting
older, connected,
global reach
(86% outside US)

Young (90% under 35),

too cool for Facebook,
fastest growing.

Marketers,
news junkies,
mostly urban

Male (70%),
techies, Google
employees

Female (84%),
tablet users,
affluent,
design & DIY

Photographers,
photo browsers,
self-expressionists

1. Develop a strong presence across platforms relevant to your audience

2. Segment remarketing lists by platform and tailor ads accordingly

Source: http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9

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Summary: 9 Tips for Successful Integrated Marketing Campaigns

1.

Generate demand with PR, social media and display ads

2.

Harvest demand with paid search, comparison shopping

engines and remarketing

3.

Establish a brand presence throughout the buy cycle

4.

Use your brands unique voice to stand out in search results

5.

Run remarketing to reconnect with key visitor segments, but

stay relevant and limit ad frequency

6.

Effective remarketing campaigns require new content, fresh

ads and paid search

7.

Determine what each ad platform can bring to the table and

launch them together more is not always better

8.

Tailor content and messaging to each social media platform

9.

Use tracking codes and web analytics to measure performance

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Agenda

Omnichannel Defined and Emerging Trends (10min)

How Brands are Capitalizing on Multi Screen Trends (10min)

Search Marketing Trends for Online Retailers (5 min)

Integrated Online Marketing Case Studies (20min)

Summary + Q&A (15min)

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THANKS & ENJOY

THE SHOW

adam@foghornlabs.com
bmckinley@cascadewebdev.com

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