John Lewis - Good Growth

John Lewis - Good Growth

www.johnlewis.com www.amazon.co.uk www.argos.co.uk www.houseoffraser.co.uk www.debenhams.com Importance of Paid Traffic Wars Total traffic 0 15...

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www.johnlewis.com

www.amazon.co.uk

www.argos.co.uk

www.houseoffraser.co.uk

www.debenhams.com

Importance of Paid

Traffic Wars Total traffic 0

15,000,000

30,000,000

45,000,000

60,000,000

12,676,302

61,778,966

AD TRAFFIC

566,110

4,616,113

302,971

159,720

116,508

KEYWORDS

169,208

1,078,325

74,834

59,615

39,042

4.12

3.03

4.12

5.16

4.65

AD POSITION

26,302,339

Adword Position

4,778,069

Ad position in Google (based on top 100 adwords)

Are John Lewis really the ones to watch?

9,313,611

Ads in position

1-3

4-8

9+

100

75

50

Craftman’s Toolbox

25

0

Analytics

Adobe Analytics Google Analytics

Adobe Analytics Google Analytics

Adobe Analytics Google Analytics Adobe Marketing Cloud

Coremetrics Google Analytics

On-page Analytics

SessionCam

Krux Digital (DMP) Typepad Analytics (GA Add-on)

Adobe Marketing Cloud SessionCam

Inspectlet TeaLeaf

Voice of Customer

Bazaarvoice

Krux Digital (DMP)

Bazaarvoice ForeSee Results

Bazaarvoice ForeSee Results

Krux Digital (DMP)

Adobe Marketing Cloud Adobe Target Optimizely

Split Testing

Optimost

Adobe Analytics Google Analytrics

Unique Landing Pages 100

79

75

88

88

ForeSee Results

57

50 Maxymiser

Maxymiser Optimost

25

12

0

How they score against the Good Growth Benchmark

4/10

8/10

5.4/10 3.4/10

3/10

What’s the story? Traffic

PPC Position

Landing Pages

Toolbox

In Summary

Insight: Revenue comes from traffic that converts. Having more traffic than your competitors is a real advantage.

Insight: If you are confident about your sales execution (i.e. customers stick on your pages and convert well) then you don’t have to outbid your competitors to gain a top 3 ad slot, which is where you will attract exponentially more traffic than at position 4 or below.

Insight: Landing pages are a mark of how well you understand the different customer needs that you are fulfilling. More pages, more thought is being put into the marketing proposition and the following sales execution.

Insight: Listening to your customer is vital, without understanding the needs and wants of a potential buyer it is near impossible to improve conversion.

• The obvious conclusion: Amazon is the competitor to beat in today’s virtual high street regardless of retail category.

Analysis: With its genesis as a catalogue shop, Argos’s product range and pricing make it the mass-market offer and this is confirmed by the number of visits to its website – whilst still only a third of the traffic, it’s competing with Amazon not John Lewis.

Analysis: John Lewis performs better than Argos but not as well as Amazon who have the best conversion rates on the virtual high street. Argos however is achieving their performance on far fewer keywords.

Analysis: Argos’s landing pages are up with Amazon – they are thinking about the differentiation in needs of customers who land from different PPC keywords.

Analysis: They are all using a suite of customer insight tools. If you look at the spread of performance, some are clearly using them far more effectively than others.

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• The inevitable conclusion: Debenhams trail behind. They don’t give enough attention to their ad positioning or their landing page execution. • The surprising conclusion: Argos is the challenger. • The insight: Whilst John Lewis gets the headlines, Argos is not performing to its full potential and has the opportunity to make an even more significant impression on the market.