Simon Bird, Savoo a4uexpo Europe Barcelona 2012

1. Testing and Optimising
Offers & Vouchers
h
June 2012

2. About Savoo
• Savvy shopping (deals, vouchers)
• Strong online and social marketing
capability
• Fastest growing deal community
• Backed by Savings.com technology
and team in the US
• Launched Savoo.de in Germany this
month
• Driving over £300m in sales globally
per year
2

3. The problem & opportunity: Deal Performance
• We have experienced that retailers don’t often have deal
strategies via their affiliate channel
• Retailer voucher technology that is able to vary, then test
voucher codes and deals has typically been limited, overlooked
or not seen as important
• Retailers have a blind spot (no visibility), which is what is
happening when consumers arrive at an affiliate landing page
• Affiliates don’t tend to share their data with retailers
3

4. The solution – Deal intelligence & reporting
• We recognised that retailers want to know what is happening
on affiliate websites
• We have invested a huge amount of time in developing
proprietary technology to track sales on a deal level
• We then share these reports with retailers on a weekly/
monthly basis
• Our landing pages have also been built to optimise all deal
positions every 2 hours
4

5. Example Fashion Retailer
Savoo Dedicated Landing Page
• Large high street UK
fashion retailer
• Wanted to work with
Savoo to understand
deal by deal conversion
• Then experiment by
varying deal conditions
(e.g. 20% off if you
spend x)
• Over a 1 month period
5

6. The results – Best Deal for Click Through to Retailer
Deal Title Offer Type Click Through Rate Conversion Rate Sales Volume Daily Sales Volume
Free Standard Delivery on Orders Over £75 DEAL 0.83% 41.67% £405.84 £25.37
Free Next Day & Nominated Day Delivery on Orders Over £100 DEAL 1.53% 37.78% £1,601.64 £100.10
10% Off Any Order VOUCHER CODE 35.10% 32.83% £5,451.61 £1,362.90
Full Price Items 20% Off VOUCHER CODE 38.80% 30.47% £9,537.50 £2,384.38
Free Delivery On All Orders VOUCHER CODE 20.17% 28.15% £3,380.85 £845.21
Exclusive Free Standard Delivery on All Orders VOUCHER CODE 5.53% 27.41% £2,217.51 £246.39
All Delivery Options Half Price DEAL 7.85% 25.93% £197.50 £49.38
Get 15% Off Full Price Orders With Our Voucher Code VOUCHER CODE 59.71% 22.71% £11,490.73 £2,298.15
Students Save 10% on All Orders DEAL 7.68% 22.56% £8,996.34 £187.42
Exclusive £10 Off Your £80+ Order On Full Price Products VOUCHER CODE 13.44% 17.32% £13,149.27 £1,195.39
Exclusive £15 Off Your £100+ Order On Full Price Products VOUCHER CODE 18.61% 16.17% £12,934.14 £1,293.41
Save Up To £25 On Selected Items DEAL 38.13% 15.09% £453.34 £453.34
Students Save 20% on All Orders DEAL 12.36% 13.24% £2,332.46 £179.42
£30 Off Trans-Seasonal Pieces DEAL 29.66% 11.67% £7,501.63 £577.05
Clearance Page Savings DEAL 4.60% 11.23% £3,674.99 £60.25
New Arrivals Updated Daily DEAL 1.53% 10.06% £1,273.34 £20.87
Spring Sale Is Now On DEAL 3.42% 6.25% £904.17 £30.14
Total £85,502.86
Best deal for Click Through Rate is:
“Get 15% Off Full Price Orders With Our Voucher Code”
6

7. The results – Best Converting Deal
Deal Title Offer Type Click Through Rate Conversion Rate Sales Volume Daily Sales Volume
Free Standard Delivery on Orders Over £75 DEAL 0.83% 41.67% £405.84 £25.37
Free Next Day & Nominated Day Delivery on Orders Over £100 DEAL 1.53% 37.78% £1,601.64 £100.10
10% Off Any Order VOUCHER CODE 35.10% 32.83% £5,451.61 £1,362.90
Full Price Items 20% Off VOUCHER CODE 38.80% 30.47% £9,537.50 £2,384.38
Free Delivery On All Orders VOUCHER CODE 20.17% 28.15% £3,380.85 £845.21
Exclusive Free Standard Delivery on All Orders VOUCHER CODE 5.53% 27.41% £2,217.51 £246.39
All Delivery Options Half Price DEAL 7.85% 25.93% £197.50 £49.38
Get 15% Off Full Price Orders With Our Voucher Code VOUCHER CODE 59.71% 22.71% £11,490.73 £2,298.15
Students Save 10% on All Orders DEAL 7.68% 22.56% £8,996.34 £187.42
Exclusive £10 Off Your £80+ Order On Full Price Products VOUCHER CODE 13.44% 17.32% £13,149.27 £1,195.39
Exclusive £15 Off Your £100+ Order On Full Price Products VOUCHER CODE 18.61% 16.17% £12,934.14 £1,293.41
Save Up To £25 On Selected Items DEAL 38.13% 15.09% £453.34 £453.34
Students Save 20% on All Orders DEAL 12.36% 13.24% £2,332.46 £179.42
£30 Off Trans-Seasonal Pieces DEAL 29.66% 11.67% £7,501.63 £577.05
Clearance Page Savings DEAL 4.60% 11.23% £3,674.99 £60.25
New Arrivals Updated Daily DEAL 1.53% 10.06% £1,273.34 £20.87
Spring Sale Is Now On DEAL 3.42% 6.25% £904.17 £30.14
Total £85,502.86
Best for Conversion Rate but very poor Click Through Rate is:
“Free Standard Delivery on Orders Over £75”
7

8. The results – Best Deal for Sales Volume
Deal Title Offer Type Click Through Rate Conversion Rate Sales Volume Daily Sales Volume
Free Standard Delivery on Orders Over £75 DEAL 0.83% 41.67% £405.84 £25.37
Free Next Day & Nominated Day Delivery on Orders Over £100 DEAL 1.53% 37.78% £1,601.64 £100.10
10% Off Any Order VOUCHER CODE 35.10% 32.83% £5,451.61 £1,362.90
Full Price Items 20% Off VOUCHER CODE 38.80% 30.47% £9,537.50 £2,384.38
Free Delivery On All Orders VOUCHER CODE 20.17% 28.15% £3,380.85 £845.21
Exclusive Free Standard Delivery on All Orders VOUCHER CODE 5.53% 27.41% £2,217.51 £246.39
All Delivery Options Half Price DEAL 7.85% 25.93% £197.50 £49.38
Get 15% Off Full Price Orders With Our Voucher Code VOUCHER CODE 59.71% 22.71% £11,490.73 £2,298.15
Students Save 10% on All Orders DEAL 7.68% 22.56% £8,996.34 £187.42
Exclusive £10 Off Your £80+ Order On Full Price Products VOUCHER CODE 13.44% 17.32% £13,149.27 £1,195.39
Exclusive £15 Off Your £100+ Order On Full Price Products VOUCHER CODE 18.61% 16.17% £12,934.14 £1,293.41
Save Up To £25 On Selected Items DEAL 38.13% 15.09% £453.34 £453.34
Students Save 20% on All Orders DEAL 12.36% 13.24% £2,332.46 £179.42
£30 Off Trans-Seasonal Pieces DEAL 29.66% 11.67% £7,501.63 £577.05
Clearance Page Savings DEAL 4.60% 11.23% £3,674.99 £60.25
New Arrivals Updated Daily DEAL 1.53% 10.06% £1,273.34 £20.87
Spring Sale Is Now On DEAL 3.42% 6.25% £904.17 £30.14
Total £85,502.86
Best performing deal by Sales Volume is:
“Exclusive £10 Off Your £80+ Order On Full Price
Products”
8

9. The results – Most Efficient Overall Deal
Deal Title Offer Type Click Through Rate Conversion Rate Sales Volume Daily Sales Volume
Free Standard Delivery on Orders Over £75 DEAL 0.83% 41.67% £405.84 £25.37
Free Next Day & Nominated Day Delivery on Orders Over £100 DEAL 1.53% 37.78% £1,601.64 £100.10
10% Off Any Order VOUCHER CODE 35.10% 32.83% £5,451.61 £1,362.90
Full Price Items 20% Off VOUCHER CODE 38.80% 30.47% £9,537.50 £2,384.38
Free Delivery On All Orders VOUCHER CODE 20.17% 28.15% £3,380.85 £845.21
Exclusive Free Standard Delivery on All Orders VOUCHER CODE 5.53% 27.41% £2,217.51 £246.39
All Delivery Options Half Price DEAL 7.85% 25.93% £197.50 £49.38
Get 15% Off Full Price Orders With Our Voucher Code VOUCHER CODE 59.71% 22.71% £11,490.73 £2,298.15
Students Save 10% on All Orders DEAL 7.68% 22.56% £8,996.34 £187.42
Exclusive £10 Off Your £80+ Order On Full Price Products VOUCHER CODE 13.44% 17.32% £13,149.27 £1,195.39
Exclusive £15 Off Your £100+ Order On Full Price Products VOUCHER CODE 18.61% 16.17% £12,934.14 £1,293.41
Save Up To £25 On Selected Items DEAL 38.13% 15.09% £453.34 £453.34
Students Save 20% on All Orders DEAL 12.36% 13.24% £2,332.46 £179.42
£30 Off Trans-Seasonal Pieces DEAL 29.66% 11.67% £7,501.63 £577.05
Clearance Page Savings DEAL 4.60% 11.23% £3,674.99 £60.25
New Arrivals Updated Daily DEAL 1.53% 10.06% £1,273.34 £20.87
Spring Sale Is Now On DEAL 3.42% 6.25% £904.17 £30.14
Total £85,502.86
Most Efficient deal and winner based on daily sales volume:
“Full Price Items 20% Off”
9

10. How did we do by optimising landing page deals?
Site Conversion Rate Average Order Value
Savoo 17.25% £74
Deal Site 1 10.21% £64
Deal Site 2 11.90% £63
Deal Site 3 11.50% £62
Deal Site 4 10.05% £73
10

11. Summary
• Having deal intelligence should be essential for your
deal design strategy
• Work with your affiliates to receive this feedback (if
they offer this)
• Test test test
• Use these learnings across the rest of the affiliate
channel, and other channels
11

12. Any questions?