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Testing and Optimising
  Offers & Vouchers

           h



       June 2012
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
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
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
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
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
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
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
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
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
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
Any questions?

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Panel session: Advancing Merchant and Affiliate Relationships - a Guide for the Perfect Marriage

  • 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