Which Eyewear Websites Provide the Best Customer Experience?

published by on 15th July 2014 under Industry Reports, Research

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For the full report (PDF) please use our download form

Find out if Specsavers or Clearly Contacts (both: Eyewear providers) offers the better online customer experience and how they’re doing it.

This report is part of a series that looks at leading websites within specific industry verticals, to highlight good digital marketing practises, and opportunities for improvement. Additionally, a consumer survey was carried out to discover what is most important for Kiwis when buying eyewear online.

By comparing website pages, online visibility and survey data, we discovered:

  • Who has the edge in delivering a better customer experience
  • How their online ordering process differs and which we think is best
  • Which site offered the easiest way to find products
  • How they each fair in getting in front of their target market online
  • Some areas to improve conversions
  • Where the first place Kiwis go when searching for glasses and contact lenses
  • The least important criteria for making a buying decision

We believe that User Experience is critical to online success. This report is intended to simply provide an overview using readily available data. Further work would need to be undertaken for a complete and comprehensive market or competitor analysis.

For the full report (PDF) please use our download form

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How RentalCars NZ Increased Per Visitor Value by 78.6% – CRO Case Study

published by on 8th July 2014 under Case Studies, Conversion Rate Optimisation (CRO)

How One Small Change Made a Big Difference for RentalCars NZ

RentalCars NZ is proud to be a 100% kiwi owned and operated family company specialising in rental vehicles at affordable rates. Conversion Rate Optimisation provides an environment that enables RentalCars NZ to quickly test different scenarios aimed at improving user experience, conversions and revenue.

Using Optimizely.com to run this A/B test, our goal was to increase online completed bookings, and increase revenue. We noticed a that there may be disconnect between ad message and landing page experience.

Our theory was if a user clicks an ad that promotes a specific/special price, then a product that matches that price point should be immediately visible on the landing page. By not meeting this user expectation straight away, it may result in negative feelings from the visitor towards the brand and deter some visitors from further engaging to book a car rental. ‘Bargain hunter’ type visitors who are price sensitive, might also not hang around long enough or sift through listings to find the right match, especially if the ad that brought them to the site pre-qualified them in some way.

For the full scoop on how this small change resulted in increased bookings from visitors who landed on the test page by 59.2% and improved revenue per visitor by 78.6% compared with visitors who landed on the original page, download the full case study here conversion rate optimisation nz car rental case study. Download the full case study

23 Questions you should be asking your Digital Media Agency

published by on 4th July 2014 under Digital Advertising, Digital Strategy

23 questions

I have had a number of conversations recently where marketing teams are questioning the digital media plans proposed by their media agency, especially when it comes to gaining measurable results.

Here are some questions you should be asking your media agency before the proposed plan is approved.  Asking a few questions now could deliver far greater results, and save a headache later.

Overall

  • Are the campaign objectives clear?
  • Is the proposed plan going to meet those objectives?
  • How will success be measured?
  • How will success be tracked?  What attribution method will be used to evaluate the influence of various channels towards the goal?

The Details

  • What placements?  Run of site? or specific sections?
  • What targeting options will be used?  Behavioural / interest?  Geo-location? Gender skew?
  • What creative formats will be used?  Banners? Text links? Content blocks? Advertorials?
  • Will the media be ‘always on’ or just on certain times of days / weeks?
  • Is the placement on a CPM, CPC, or CPA buy, or a combination of?
  • Is this going to get us the best result?  What would happen if we dropped [x placement] or improved targeting on [y] placement?
  • What placements / channels are going to be known to deliver the best response? What is going to play a secondary role in results, but still will attract the right audience
  • How do we know we are getting best rates for this placement?
  • How will we evaluate the effectiveness of any online video promotion?
  • What channels have been left off the media plan? Why?
  • How does this online media plan support and complement the PR plan?  How does it support and complement the offline advertising plan?

Optimisation & Performance

  • How will performance be optimised over the scheduled planned period?
  • Is the plan set in stone? Can it be changed dynamically as results are gained to push more of what works, and less of what doesn’t?
  • Does it make sense for the campaign to be front-weighted, or should a soft launch with a ‘test and see’ approach be adopted?
  • How will Creative + Media + Conversion align to the same objective?
  • What creative optimisation will take place as the campaign progresses?
  • What ‘optimisation’ will be performed ‘on-site’ to maximise conversion?  How will landing page testing play a role?
  • How often will the outcome be reviewed?
  • What happens if despite best efforts it fails?  What is an alternative plan?

Many times, media agencies have the answers and just need a little encouragement to draw the best thinking out of them.  Ultimately you need to be able to measure tangible success – if you are not seeing success, the strategy needs to change!

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Searching for Travel Insurance Online – NZ Reach

published by on 18th June 2014 under Industry Reports, Research

image for blog post FIRST page

For the full report (PDF) please use our download form

 

Which New Zealand Travel Insurance providers are maximising their market share online?

Find out which travel insurance providers are taking the lead in organic search and how they’re doing it.

FIRST has investigated the organic search engine rankings for NZ consumer searches focused on travel insurance, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis wishing to apply for an insurance.

In this report we discovered:

  • Currently, Southern Cross stands out in the search landscape followed by AA, and State capturing a big proportion of the demand thanks to prominent organic and paid search presence.
  • An Insurance Council research of 3000 New Zealanders who travelled overseas last year found 22 per cent of those who went to China and 18 per cent of those who went to Australia had no insurance at all.* Educating travellers on the necessity of being insured abroad should form part of a key customer acquisition strategy.
  • Search results are broadly dispersed among a wide range of competitors, even more so in mobile. In this competitive insurance market, retailers are missing out on what is probably the most cost effective marketing channel by not investing in a robust and smart search strategy.
  • Surprisingly, in our survey we revealed that Kiwis think reputation and credibility is the most important factor when considering travel insurance, followed by a transparent policy and the price. Companies need to continually improve their trustworthiness, especially through online touch points.
  • Nearly 6 out of 10 Kiwis apply online for a travel insurance, which shows the high importance of being visible online and of offering a great user experience.
  • A considered digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for travel insurance providers.
  • Popular search phrases are missing from quite a few sites and in most cases very little is being done with organic search.

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.

For the full report (PDF) please use our download form

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Searching for contents Insurance Online – NZ Reach

published by on 3rd June 2014 under Industry Reports, Research

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For the full report (PDF) please use our download form

Which New Zealand Contents, House and Car Insurance providers are maximising their market share online?

Find out which content, house and car insurance providers are taking the lead in organic search and how they’re doing it.

FIRST has investigated the organic search engine rankings for NZ consumer searches focused on content, house and car insurances, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis wishing to apply for an insurance.

 

In this report we discovered:

  • Currently, State stands out in the search landscape followed by AMI Insurance, Tower and AA capturing a big proportion of the demand thanks to prominent organic and paid search presence.
  • Search results are broadly dispersed among a wide range of competitors, even more so in mobile. In this competitive insurance market, retailers are missing out on what is probably the most cost effective marketing channel by not investing in a robust and smart search strategy.
  • In our survey we revealed that Kiwis considered professional advice as the most important factor when considering house or contents insurance, followed by the range of cover options. Companies need to continually improve in delivering trusted, professional insurance advice, especially through online touch points.
  • Furthermore we discovered that just 1 out of 25 Kiwis do not have any insurance (house, content or car), as they simply didn’t own a house or a car or wanted coverage but it was perceived as too expensive. A few respondents also mentioned that they would rather take the risk of being uninsured.
  • A considered digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for house, content and car insurance providers.

 

Popular search phrases are missing from quite a few sites and in most cases very little is being done with organic search.

FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.

For the full report (PDF) please use our download form

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