Petco.com
Final Paper: Website Optimization and Personalization
MGMT 461.43 – UC Irvine Extension – Summer 2013
By: Corinne Blair
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Business Model
E-commerce
Lead Generation
Ratings & Reviews
Social Community
Blog & Branding
Current Conversion Success Measures
Web Analytics, Purchase, Form Fill
Cookie Tracking, MyPetco Profiles
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Website Optimization
Improve Site Performance
Buyer’s Journey
Conversion Rate
Will Help Petco.com Succeed
Market Leadership
Profitability
Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
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Website Goals
• Web sales
• Offline sales
• Leads
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Setting up Petco.com for Success
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
KPI Q1 Q2
Sales Metric #1 - Boost pet food sales 10%
in the next quarter, includes dog, cat,
aquatic, bird, and small animal.
Revenue, conversion rate, site traffic,
shopping cart abandonment rate,
competitive price trends, page views, new
customer orders versus returning customer
sales.
Revenue, conversion rate, site traffic,
shopping cart abandonment rate,
competitive price trends, page views, new
customer orders versus returning customer
sales.
Sales Metric #2 - Boost pet supply sales
10% in the next quarter, includes leashes,
collars, toys, fashion, grooming products,
and bedding.
Revenue, conversion rate, site traffic,
shopping cart abandonment rate,
competitive price trends, new customer
orders versus returning customer sales.
Revenue, conversion rate, site traffic,
shopping cart abandonment rate,
competitive price trends, new customer
orders versus returning customer sales.
Website Metric #1 - Increase cross-sell
conversion rate 2% in the next quarter.
Revenue, conversion rate, shopping cart
abandonment rate, competitive price
trends, page views, product affinity, product
relationship, new customer orders versus
returning customer sales, average order size
and value.
Revenue, conversion rate, shopping cart
abandonment rate, competitive price
trends, product affinity, product
relationship, new customer orders versus
returning customer sales, average order size
and value.
Website Metric #2 - Generate 10% new,
unique visitors each month to the Web
site.
Site traffic, traffic sources, promotional
click-through rates, social shares, bounce
rates.
Site traffic, traffic sources, promotional
click-through rates, social shares, bounce
rates.
Website Metric #3 - By end of year, acquire
500 new unique visitor profiles via
Petco.com e-newsletter registration
Site traffic, traffic sources, form files, page
views, abandonment rate.
Site traffic, traffic sources, form files, page
views, abandonment rate.

Audience Roles & Tasks
Stages in the Buyer’s Journey
Researcher Shopper Buyer
New Pet Owners
Existing In-Store Customers
Repeat/Loyal Online Customers
Competitor Shoppers
Researchers
Media
Educators and Parents
Givers
Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
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Voice of Customer
Survey – Essential Voice of Customer Tool
1. Why did you select Petco.com for your online purchase today?
A) Pricing B) Product Availability C) Quick Reorder D) Other, describe
2. How satisfied are you will the ease of finding what you were looking for (rank on
scale of 1 to 10 - not at all; a little; somewhat; quite a bit; highly)
3. How likely are you to purchase from Petco.com the next time you are in the market
to buy this type of product? (rank on scale of 1 to 10 - not at all likely; unlikely;
perhaps; likely; highly likely)
4. Share your comments about what would make your Petco.com shopping
experience better. (open-ended)
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Voice of Customer
User Experience
BizRate.com
• Link on an exit pop-up window
• Appears after customer/user presses submit to place their order.
• Incentive = saving points to PALS card/account
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Audience Profiling Methods
Understanding the Audience
MyPetco Registrations
Repeat visitors don’t sign-in everytime they visit
cannot rely on registrations alone
New types of audience profiling
Technographic data
how tech savvy is the Petco.com visitor
Web Conversion Cycle
understanding new visitor behavior better by leveraging the adding
search referrals metric to show the revenue and cost for each
conversion.
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Personalization
Visitor personal names
Build relationship & brand loyalty
Loyal customers & Higher conversion rates
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Personalization
Previously Purchased Products
Improvement Opportunities
Not requiring repeat visitors to log-in.
Shopping Guide printable for in-store use.
“Your Pet Might Also Like” feature more flexible to include a wider
array of options that relate to shopper’s purchase
(i.e., treats, wet food, fashion, bedding, toys, etc.)
Final Paper: MGMT 461.43 WebsiteOptimization and Personalization- UC Irvine Extension - Summer 2013 By: Corinne Blair 11

Personalization
Search Keywords
Improvement Opportunities
 Pre-populate search box with keywords visitor used to find landing page
 Faceted search approach extracts and retains information from each
visitor’s search.
 Exit pop-ups with special offers/alternatives to visitors about to leave the
site.
 Proactively initiate live chat sessions if the visitor is struggling with
something on the site.
Website search facility
Improve buyer’s current context
Ensure visitors on mobile or tablets have the same search
experience as on a PC or laptop
Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 12

Personalization
New Visitor
Referrer Sources
Repeat Customer
Last visit, how often they have visited,
what content they have looked at,
which products they purchased
Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 13

Conversion Optimization
New Visitor
Bounce rates on landing pages that include CTA
to register for “MyPetco” or e-newsletter sign-up.
Page Views and Time on Page
Repeat Customer
Influence of temperament on behavior
What they purchased last, and what means they used to purchase.
Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair 14

Optimizing Mobile Experiences
1. Display navigation tabs prominently
2. Matching branding elements
3. Prioritize SEO for local page
4. Reduced Text
5. Don’t forget landing pages
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Mobile Marketing
Mobile Website
Versus
Mobile App
Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair
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Optimizing Email
1. Place subscribe button on upper right
2. Create segmentation of your list
3. Create compelling subject lines (the hook)
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Initial Project
Website optimization and Personalization Project
Increase the average order value by improving the
“your pet might also like” feature at the check-out page
High-profile, Measurable, Immediate Impact
Revenue Growth Potential
Tested in one business unit = won’t disrupt entire site
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair

Implementation
Agile Marketing Process
Series of short projects
A/B Split & Multivariate Tests
Lasting only two to four weeks
Cross-functional involvement
Short Story Format = Less Paperwork
Fast, Effective, Inexpensive
Outsource to free up internal IT Resources
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Final Paper: MGMT 461.43 WebsiteOptimization and Personalization - UC Irvine Extension - Summer 2013 By: Corinne Blair