By Corinne Blair: Petco.com - Website Optimization and Personalization Strategy - UCIrvine Extension - Summer 2013

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Petco.com
Final Paper: Website Optimization and Personalization
MGMT 461.43- UC Irvine Extension- Summer 2013
By: Corinne Blair
Petco is a leading specialty retailer of premium pet food, supplies and companion
animals with more than 1,150 stores nationwide, as well as an online e-commerce
website- Petco.com.
Petco provides a range of products, services and knowledgeable associates to help
customers be great pet parents. Petco has a loyalty program called Petco PALS.
Petco PALS offers members storewide savings (both online and offline) on products
ranging from supplies and a wide selection of nutritious food, to incredible toys and
treats.
Petco is committed to industry-leading animal care, a "Think Adoption First"
philosophy, educating responsible pet parents, sustainable business practices, and
supporting responsible pet parents. Petco is focused on delivering outstanding
customer service, a fun and convenient shopping environment, both in stores arid
online at www.petco.com.
Pet supplies and small animal sales make up 65% of revenues, followed by 30% from
pet food, and 4.5% for pet services, including training, grooming, day care and some
routine veterinary services.
Over 2 million visitors come to Petco.com each year.
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Business Model
E-commerce
Lead Generation
Ratings & Reviews
Social Community
8/og & Branding
Current Conversion Success Measures
Web Analytics, Purchase, Form Fill
Cookie Tracking, MyPetco Profiles
Petco.com business model is e-commerce mixed with lead generation, rating and reviews,
social community, blog, and branding. Petco.com features a blog caii"The Petco Scoop" along
with a user-generated community forum called the "Pet Talk Place".
Petco.com has done a good job with persuasiveness and traffic driving methods to optimize
t heir site. The Personalization and Database/Search tools are the most impressive and robust.
Personalization options like the "fetch my sales" e-newsletter and "interactive FAQs" in the
Pet Talk Place community, as well as e-commerce convenient options like "quick order" and
"repeat delivery" help the customer feel ownership over their shopper experience, and they
are happy to come back for repeat purchases. Petco.com has well organized content,
advanced search functionality, category pages. At the top of the homepage, there is a store
locator with Bing map search engine built in, sign-up for e-mail, download the local ad, as well
as compelling copy "25% Saving Sitewide" in the large font. Petco.com also offers a product
comparison tool with the category pages. Also, traffic driving efforts include social channels,
ads within Facebook, display ads, PPC, and SEO. Affiliate Marketing drives 25% of site traffic.
How Petco.com Measures Success- Success is measured by web analytics of visitors at'ld
visits, along with bounce rate, time spent on page, click-through rates, top entry and exit
pages and paths, referral websites, top search engines and keywords and key phrases used.
Also, purchase and form fill are top conversion success measures, along with number of profile
created, page views, ratings and reviews, comments, social media sharing, downloads, and
RSS feed subscriptions to The Petco Scoop blog. An emerging success measurement is around
the Pet Talk Place community forum, and how it solves pet parent questions, and reduces calls
and e-mails to customer service.
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Website Optimization
Improve Site Performance
Buyer's Journey
Conversion Rate
Will Help Petco.com Succeed
Market Leadership
Profitability
Why Website Optimization? Website optimization improves Petco.com performance
for conversion rate optimization ensuring the maximum number of customers/visitors
as possible successful ly make it through the desired buyer's journey. Being mindful
t hat landing pages need to re-enforce to the visitor that they are in the right place, and
once landed, make sure Petco.com is the best and easiest source to help the
customer/user get what they need, so visitors do not bounce. Results will be to
attract new users, convert prospects, and solidify loyalty for repeat customer
purchases. Ultimately securing market leadership and profitability.
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4. Website Goals
• Web sales
• Offline sales
• Leads
Petco.com should be the best e-commerce site in the pet specialty retailer industry to secure
market leadership. Also, be the best at driving consumers in-store from the website, and
generating leads to build relationships and brand loyalty. Users' satisfaction with the online
experience will bring new users, convert prospects, and solidify loyalty for repeat customers,
making Petco the only place pet parents shop for the needs of their pets.
It is critical to understand that website and landing page conversion can have a dramatic
impact on online marketing program profits. Petco.com focus should be to find the keys to
t heir competitive advantage (i.e. "your pet might also like"; personalization resources
ava ilable to MyPetco members, search utilization tool), and to identify weakness on the site
(i.e., spread-out design features, excess clutter), then work to fully optimize the mission
critica l elements. A deep dive is also needed to fully understand the Petco shopper's buyer
journey. (learn, shop, buy, get, and use). Continually utilizing analytics and testing will be
useful to gain expert knowledge. Efforts to improve persuasiveness on Petco.com will ensure
that an increasing number of pet parents will successfully flow through the buyer's journey.
Improving persuasiveness on Petco.com should be combined with traffic driving efforts to
bring people to Petco.com.
A focus-shift is needed. The opinion and approval of internal stakeholders on landing pages
appea rance and launch deadlines should not be top priority. Instead, understand that the real
experts on the design of landing pages are the customers (Petco.com visitors). Also, capturing
the "maybe maybes" in the buyer's journey is important to maximize conversion rate .
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5. Setting up Petco .com for Success
Sales Metric Ill - Boost pet food sales 10%
in the next quarter. includes dog, cat,
aquatic, bird. and small animal.
Sales Metric 112 - Boost pet supply sales
10% in the next quarter. includes leashes.
collars. toys, fashion. grooming products.
and bedding.
Website Metric Ill - Increase cross-sell
conversion rate 2% in the next quarter.
Website Metric 112 - Generate 10% new.
unique visitors each month to the Web
site.
Website Metric 113- By end of year. acquire
500 new unique visitor profiles via
Petco.com e-newsletter registration
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. new customer
orders versus returning customer sales.
Revenue, conversion rate, shopping cart
abandonment rate, competitive price
trends, page views, product affinity, product
relationship, new customer orders versus
returning customer sales, averaie order size
and value.
Site traffic, t raffic sources. promotional
dick-through rates, social shares, bounce
rates.
Site traffic, traffic sources, form files, page
views, abandonment rate.
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, new customer
orders versus returning customer sales.
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.
Site traffic, traffic sources, promotional
dick-through rates, social shares, bounce
rates.
Site traffic, traffic sources, form files, page
views, abandonment rate.
Key Performance Indicators are defined by Avinash Khaushik as "Measurements that
helps you understand how you are doing against your objectives." The following two
Sales Metrics and three Website metrics are specific, measurable, achievable, results­oriented
and relevant and timebound.
Sales Metric #1- Boost pet food sales 10% in the next quarter, includes dog, cat,
aquatic, bird and small animal.
Sales Metric #2- Boost pet supply sales 10% in the next quarter, includes leashes,
collars, toys, fashion, grooming products, and bedding.
Website Metric #1 -Increase cross-sell conversion rate 2% in the next quarter ..
Website metric #2- Generate 10% new, unique visitors each month to Petco.com.
Website Metric #3- By end of year, acquire 500 new unique visitor profiles via
Petco.com e-newsletter registration
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6. Audience Roles & Tasks
Stages in the Buyer's Journey
Researcher _.. Shopper_.. Buyer
New Pet Owners
Existing In-Store Customers
Repeat/Loyal Onl ine Customers
Competitor Shoppers
Researchers
Media
Educators and Parents
Givers
Petco.com has a specific audience to reach- the general pet enthusiast who regard their pet(s) as
family. These customers are interested of a variety of new pet products including food, treats, toys,
clothing, costumes, and novelty products, plus services such as boarding and grooming. The primary
audience is a female decision-maker who is married with a family, is college degree, 37+ years old, and
has a SSM+HHI. The specific audience can be further segmented into three niche persona groups ­Patty
the Pet Intellectual, Susie the Social Pet Parent, Valerie the Variety Seeker who are in different
stages of buyer's journey- researcher, shopper, and buyer.
Visitors to Petco.com fall into one or more of these audience roles and tasks:
New Pet Owners- Engage the store locator to find their nearby store; download local ad; sign-up fore­newsletter;
go to the New Pet Center; Explore Shopping Guide; visit PTP community to browse topics;
cl ick on Blog and subscribe {RSS Feed); go to pet-specific category page related to what type of pet they
have (i.e. dog); visit brand and/or product pages; browse Services; Sign-up for Birthday Club; explore
the Repeat Delivery Section; visit Petco Kids; learn about in-store events; connect to social media
channels.
Existing In-Store Customers- download their local ad; learn about local in-store events; visit PTP
community to search for topic or contribute content; sign-up fore-newsletter; click on Blog and
subscribe {RSS Feed); connect to social media channels; browse online sales items; visit the Repeat
Delivery section to consider online purchase.
Repeat/Loyal Online Customers -log onto My Petco to place an order or adjust profile; click on "Quick
Reorder" ; Check out Sale items; visit PTP community to search for topic or contribute content.
Competitor Shoppers- check out brand/product offering in the Food Center; Browse Shopping
Services, Search for brand and/or product ratings and reviews; product comparisons tool; browse
online sales items; download local ad; sign-up fore-newsletter; connect to social media channels.
Researchers- Learn about Pet co history, community involvement, product and service offerings, prices,
and locations. Search brands/product Ratings and Reviews. Browse Petco Foundation, Petco C.A.R.E .S.,
in-store adoption events; read articles in Petco Care Information section; sign-up fore-newsletter;
subscribe (RSS feed) to Blog.
Media- Explore Petco Foundation; connect to social media channels; subscribe {RSS feed) to Blog.
Educators and Parents- visit Petco Kids to download educational materials, and/or schedule an in­store
tour.
Givers- Buy a Petco Gift Card for a pet owner; sign-in or register to volunteer for Petco; donate to the
Petco Foundation; learn about Adoption opportunities and in-store events.
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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 sat isfied 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 t o purchase f rom Petco.com the next t ime 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; high ly likely)
4. Share your comments about what would make your Petco.com shopping
experience better. (open-ended)
Surveys are an essential Voice of the Customer tool to understand customers/users' overall satisfaction with their
shopping experience and likelihood to purchase again. Also, surveys provide insights into how the shopping
experience can be optimized to encourage more customers/users to become high frequency, repeat shoppers.
The survey will contain the following questions:
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
Comment Field option, combined with an optional or alternative easy check box format, in the form of the
following questions): Which of the following best describes the primary topic of your comment? (check all
that apply) Billing, check-out/shopping cart; coupons/discounts/special offer field; customer service, merchant
policies; product availability; product information; product pricing; product selection; shipping
charges/ options; technical issues/site performance; no topic/general merchant comment; other. How would
you best describe your comments: Positive feedback about this purchase; negative feedback about this
purchase; both positive and negative feedback about this purchase; neither positive nor negative feedback
about this purchase.
' To enhance in framing segmentation, provide an additional question- "Including this order, how many online
purchases have you made from petco.com in the last six months? {1 5t time ever; 1st time in last 6 months; 2-5 times;
6-10, 11-15; 16-20, 20+}. Paired this with segmentation already established by the users' My Petco account profile
for demographics and preferences to capture a holistic view.
Overtime, the last question (Question #4) of the online survey could be customized for high frequency, repeat
customers, to capture their feedback about key features such as "shopping list", "quick re-order", "repeat
delivery", and "fetch-my sales" that were put in place to improve their experience. The high frequency shopper
will feel empowered they can have positive impact on how Petco .com can change and be tailored to what they
want.
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8. 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
Petco.com will use BizRate.com to host the online survey. The Online Survey
execution will be via a link on an exit pop-up window that appears after the
customer/user presses submit to place their order. The Pop-Up Window will
communicate an incentive for completing the survey. As a reward for completing the
survey, users will get savings points added to their My Petco online PALS card/account
that they can redeem during their next online purchase. Plus, they will be entered to
win the BizRate.com $25 daily cash giveaway. A nice feature of BizRate.com is that
they show the users who completed the survey how their experience compares to
other rankings.
The purpose of the online survey is for continuous learning and regular feedback
about what the customer/user wants and how their needs may change overtime. This
wil l help improve the Petco.com online shopping experience, functionality, and site
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features to ensure conversion performance is optimized. Plus, the online survey
results will help frame customer/users segmentation to develop personalized features
based on shopper frequency. This will serve as a success measure of whether more
customers/users are becoming high frequency shoppers.
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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.
For Petco.com, "My Petco" Registrations are very important for website personalization and revenue
optimization. Through Registrations, Petco meets their goals for audience profiling by having visitors/users set-up
their own, unique profile, including demographics and details about the pet(s) they own. Also, users set-up and
tailor their own preferences and interests by selecting various tools and resources, such as "Fetch My Sales", an
automated, personalized e-mail to let the customer know when their favorite pet food or supplies go on sale.
"My Petco" registrants can also select other personalized e-newsletters, such as Pet Birthday Club, Special
Announcements and Pet Care Tips, Exclusive Offers from Petco, Petco Foundation News, PALS Card Updates
Petco Foundation Newsletter, and PALS Rewards Notifications. Also, through Registrations, Petco.com
offers convenient online shopping features, such as "quick reorder", "my coupons", "my shopping list", and
"repeat delivery", which gives customers the ability to customize their purchase delivery schedules based on their
needs. In addition, registered users have the opportunity to post ratings and reviews, send a Petco gift
e-card via e-mail, social media or traditional mail, and participate in interactive FAQs where users/customers are
encouraged to become experts so they can "give back".
In return, Petco has great visibility to what their registered users/customers want to know about and have access to. Also,
Registrations tell Petco.com when the customer visited last, how often they have visited, which campaigns they have seen, what
content they have looked at, and which products they have bought. Petco.com uses this information for continuous
improvement to get to know their "My Petco" members better each time they visit. This helps to identify the best, repeat
customers and most current conversions to ensure the most attractive offers and resources are presented. Using the RFM
Method, Petco.com can provide targeted offers to the best, repeat customers to improve revenue, as well as motivate less
frequent, repeat customers to purchase more frequently. For instance, if a repeat customer purchased Hill's Ideal Balance Grain
Free Adult Cat Food on their last visit, Petco can personalize their next visit with the latest news about Hill's Ideal Balance or show
a Hill's Ideal Balance banner ad, or an exclusive discount on the landing page.
The downside to Registrations is that repeat visitors/customers do not sign-in everytime they visit Petco.com.
So, Petco.com cannot rely on registrations alone as the primary driver to capture audience profiling information.
For new types of audience profiling, Petco.com should consider collecting technograhic data to a better understand how tech
savvy their visitors are and what types of devices they use. Petco.com has not fully embraced mobile technology or device
detection. Mobile is limited to an option that registered visitors can select in their profile account preferences as their preferred
method to receive text messages and updates from Petco.com. Petco.com does not offer a mobile app for the main petco.com
website. Petco.com can benefit from knowing what type of device, browser and/or operating systems visitors are using to
navigate the main web site to understand screen sizes, which elements of the screen are highlighted, if screen resolution
optimized, and if responsive design is in place for optimal formatting?
Also, Petco.com should consider understanding new visitor behavior better by leveraging the Web Conversion Cycle, adding
search referrals metric to show the revenue and cost for each conversion.
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10. Visitor personal names
Personalization
Visitor personal names
Build relationship & brand loyalty
loyal customers & Higher conversion rates
Gathering visitor personal names is very important for website personalization and revenue optimization .
Visitors/users set-up their own, unique "MyPetco" profile, which inc ludes providing their personal name, in addition to
demographics and details about their pet{s) and their pet's name. Also, visitors who set-up a "MyPetco" personal name
profiles can tailor their own preferences and interests by selecting various customized e-mail tools and participate in other
resources that makes them feel apart of the Petco community where they can contribute and give-back, if they desire.
Knowing vis itors names and profiles is important to build an on-going, two-way relationship and to solidify brand loyalty.
The more t he "personal name" visitor comes back to the site, the more Petco can understand their behavior and what they
want. Also, Petco can maintain a relationship with the visitor via the customized e-mail newsletters they have selected to
give them reason to visit and engage with Petco.com again and again . Petco can serve back personalized content that is
specific and relevant to each unique person's needs. Insights from the "personal name" visitors provide clues for content
customization geared to optimize the conversion funnel.
Petco.com has already chosen personalization techniques that customize content by visitor role via self-selection, and for
repeat visitors by retain ing audience segment information. "MyPetco" gives visitors the opportunity to set-up their unique
profile selecting their own preferences and selecting from multiple types of e-mail newsletters, which will deploy
personalized content based on their pet type{s) of interest. "Fetch My Sales" is one of the personalized e-mail tool options
geared to ensure the customer never misses a sale. The "Fetch My Sales" feature will automatically deploy an e-mail to let
the user know when their favorite pet food or supplies go on sale. "My Petco" registrants can also select other personalized
e-newsletters, such as Pet Birthday Club, Special Announcements and Pet Care Tips, Exclusive Offers from Petco, Petco
Foundation News, PALS Card Updates Petco Foundation Newsletter, and PALS Rewards Notifications. Petco .com takes an
extra step to provide users the opportunity to view a sample of each type of e-mail newsletter while they are Selecting their
preferences to ensure this is something they would like to receive. In addition, registered users have the opportunity to
create a "My Shopping List", view all their available promotion codes and coupons in "My Coupons", post ratings and
reviews, send a Petco gift e-card via e-mail, social media or traditional mail, and participate in interactive FAQs where
users/customers are encouraged to become experts so they can "give back". Another personalization technique Petco.com
has chosen is to present localized content by using geo-targeting information, such as the option for a visitor to download
their local Petco ad from the web site to learn about the specific products and services on sale at their closest Petco store.
Also, using Visitors' Personal Names {and Pet names), Petco .com can personally greet or address the visitor by saying
"Welcome Back, Corinne and Tuxy" on each visit, or in e-mail communications. If a new visitor happens to abandon the
registration process, Petco.com can use the personalization technique of a follow-up via e-mail to ask why or to remind them
they sti ll have the opportunity to complete the registration via a link provided in the e-mail which will let them continue
where they left.
All these personalizatiorytechniques build relationship, community, and brand loyalty. The visitor is empowered with
ownership over their experience, which will give them a reason to continue to return to Petco.com for all their pet-specific
shopping needs.
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11. Personalization
Previously Purchased Products
Improvement Opportunities
Not requi ring 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.)
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Previous Products Purchased: Petco.com has chosen persona lization techniques, such as "quick order", "repeat
delivery", "my coupons", and "my shopping list" convenience shopping features that allow visitors to configure the
product offerings to meet their needs. The "quick order" personalization feature fills-in checkout information for
returning e-commerce buyers. The "repeat delivery" personalization feature gives users the ability to customize their
purchase delivery schedules based on their needs.
"My Shopping List" personalization feature allows the visitor to quickly order favorite items from their personal shopping
list . Users create their list by viewing the product and clicking "Add to My Shopping List." Add as many items as the user
likes and when they want to order in the future, they simply come to this page, choose the quantity by each item and
cli ck "Add to Cart." It's that simple. "My Coupons" personalizat ion feature allows the visitor to view all their available
Promotion Codes and Coupons. To add a new Promotion Code or Coupon, enter the Code in the box below and click
"Add." To select a different Promotion Code to apply to their current order, click "Redeem" next to the desired code in
the "Promotion Codes and Electronic Coupons Available" section. {One Promotion Code may be used per order.)
Electronic Coupons will automatically be applied to t he Shopping Cart when a qualifying item is purchased.
Petco.com has also chosen to allow common cross-system log-ins, like Facebook. For instance, if a visitor purchased Hill's
Ideal Balance Grain Free Adult Cat Food on their last visit, a Hill's Ideal Balance banner ad from Petco.com will appear on
the right hand side of visitors' Facebook page. Petco.com also uses the personalization technique of retaining audience
segment information to customize content for repeat visitors. So, if the visitors' previous purchase Jvas Hill's Ideal
Balance, the next visit will be personalized with Hill's Idea l Balance banner ad on the visitor's landing page.
Petco.com uses other personalization techniques, such as exit pop-ups with special offers/alternatives to visitors about to
leave the site and follow-up viae-mails to visitors who abandon the check-out process.
Petco.com should consider the personalization technique of not requiring repeat visitors to log-in. Other personalization
techniques Petco.com can improve on are making the product comparison tool more user-friendly, the shopping guide
printable for in-store use, and the "other products you might like" feature more flexible to include a wider-array of
options that relate to the shopper's purchase {i.e., treats, wet food, fashion, beds, and toys, etc.).
Similar to Visitor Persor;1al Names, all these personalization techniques build relationship, and brand loyalty. The visitor is
empowered with ownership over their shopping experience, and they appreciate the convenience shopping features,
which will give them a reason to continue to return to Petco.com for all their pet-specific shopping needs.
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12. 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
Search Keywords
Gathering visitors' search keywords is important to understand what visitors are interested in, and if they are
getting to where and to what they want easily. Gathering Search Keywords can also drive personalization and
revenue. The importance of gathering search keywords is expressed well by Marketing Sherpa "Visitors using site
search box are 270% more likely to buy." Allectureso, by Forrester- "11% higher AOV from search users vs. non­search
users." Insights help uncover potential sea rch improvements to he lp optimize conversions, in terms of the
site delivering the right links, landing pages, content, and merchandising for upselling and cross-selling. Overall,
ensuring the keyword search is easy and productive from all angles.
Petco.com has chosen a personalization technique of anticipating what they visitor might be looking for, via a drop­down
menu of search options underneath the keyword search box. The drop-down is triggered by what the visitor
starts to type into the search box. The technique is similar to Google.com or Bing.com.
Petco.com could consider pre-populating the search box with the text of the keywords that visitors used to find
your landing page. Also, use the faceted search approach that extracts and retains information from each visitor's
search for continuous improvement. Another personalization technique to consider is to use exit pop-ups with
special offers/alternatives to visitors about to leave the site. Plus, proactively initiate live chat sessions if the visitor
is struggling with something on your site. The value of these personalization techniques are happy visitors who are
impressed with the search tool that is easy, fast and effective to get them to the places and to the information they
are seeking. The result is more loyal customers and higher conversion rates.
Petco.com has website search facility. The Petco. com website search facility (keyword search box) is vl!.ry
effective. I especially like how the search box/facility anticipates what they visitor might be looking for via a drop­down
menu of search options underneath the keyword search box. The drop-down "menu of options" is triggered
by what the visitor starts to type into the search box. Works just like Google.com or Bing.com. The search landing
pages well designed and optimized for the next step in the buyer's journey. The landing pages are also effective at
promoting related items via the category suggestions on the left side of each landing page. The search box is
placement and design is a strong merchandising feature of the website.
Petco.com can improve buyer's current context, in terms of the type of device the visitor is using to navigate
Petco.com. Petco.com has not fully embraced mobile and device detection. So, this is an area for im provement. To
ensu re the functionality of the website search faci lity is optimized for visitors to easily get where they want to be
no matter what device they are using. Also, to ensure visitors on mobile or tablets have the same search
experience as on a PC or laptop /':
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13. Personalization
New Visitor
Referrer Sources
Repeat Customer
last visit, how often they have visited,
what content they have looked at,
which products they purchased
To personalize Petco.com, new visitor versus repeat customer should be
segmented. For new visitors, referrer sources are important, whether it is from a
keyword search, ppc, social, or link to personalize the landing page for continuity so
the visitor knows they came to the right place from where they began their
journey. For repeat visitors, know when they visited last, how often they have visited,
what content they have looked at, and which products they purchased are
important. For instance, if a repeat customer purchased Hill's Ideal Balance Grain Free
Adu lt Cat Food on their last visit, Petco.com can personalize their next visit with the
latest news about Hill's Ideal Balance or show a Hill's Ideal Balance banner ad, or an
exclusive discount on the landing page. Petco.com already captured robust
information about visitors via "My Petco" registrations/useriDs and user-generated
profiles that are used for personalization. {demographic, details on pet-type,
opportunities to select their unique preferences and interests)
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14. 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.
To optimize conversions for new visitors, bounce rates on landing pages that include a
CTA to register for "MyPetco" or to sign-up for thee-newsletter are important. If the
bounce rate is high, this will flag needed improvements. Also, to understand their
pages views and time on page to identify other high traffic area opportunities to place
the "register for MyPetco" CTA. Also, for new visitors, exploring the influence of
temperament on the behavior of the visitors on the site is key (i.e., search dominant,
navigation dominant, tool -dominant or the "successful" user/idealist) to optimize the
conversion journey. For repeat customers, knowing what they purchased last, and
what means they used to purchase- whether they signed-in to their MyPetco
account, used "shopping list", "quick order" or "repeat delivery", can drive product
upsell opportunities (increased revenue), or more convenient ordering methods they
haven't tried yet.
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15. Optimizing Mobile Experiences
1. Display navigation tabs prominently
2. Matching branding elem.ents
3. Prioritize SEQ for local page
4. Reduced Text
5. Don't forget landing pages
As Petco.com becomes more involved with Mobile Marketing, mobileexperience optimization for Petco.com should be
prioritized as follows :
•Display navigation tabs prominently
•Matching branding elements
•P rioritize SEO for local page
•Reduced Text
•Don't forget landing pages
The Petco mobile website strategy is about giving consumers convenient and easy-to-navigate browsing and access to a store
locator, and full -site search capabilities leading them to detailed product descriptions, customer reviews product information,
and product reviews wherever they may be on-the-go or in-store. Therefore, the first mobile marketing optimization priority is
focused on display navigation tabs, ensuring the "search box" is prominently displayed at the top, center of the mobile page, so
consumers can quickly and easily type in what they are sea rching for. Also, being mind-full of the placement of the store locator,
and the format of pet specific navigation tabs, so they are organized in a simple way, visible and easy-to-use.
Matching branding elements is the second mobile marketing optimization prioritization to ensure brand continuity and primary
brand assets are retained from the Petco.com design. Petco will use the same strategy as the PC Web site. After mapping out the
navigation tab placement, then Petco.com should incorporate the branding mandatories, like the Petco logo at the top of the
page, and the Petco color scheme throughout. Also, retaining merchandising assets from Petco.com, such as slice-of-life
photography and rich product photography. Petco.com should use responsive design to ensure the brand assets and overall
design are formatted correctly on each type of mobile platform (android, ios, windows phone, etc.) for optimal conversion
pot ential. Overtime, as the mobile website's usage increases, Petco will gain a better understanding about their mobile users,
which may revamp the merchandising strategy based on key learnings and behaviors Petco.com has observed.
Since search is the driver behind Petco's mobile website strategy, Prioritize SEO for local page is recommended as the fhird
mobile marketing optimization priority. Petco has over 1,000 stores in 50 states and the District of Columbia, in addition to their
online store, Petco.com serves to drive both online and offline sales. To support offline sales, the mobile store locator should be
opt imized with local search engines, as are available with Google, Bing.com, or Yahoo. com. The core mandatory should be to
integrate Google map functionality with the store locator, including a list of all the nearby Petco stores, with a map and driving
directions. Petco should also explore other optimization features that support a more localized search environment, such as
Google Places, Google+ local pages, and Foursquare.
The fourth mobile marketing optimization priority is reduced text. Petco should evaluate the readability of the mobile site on
each mobile platform to determine where reduced text is needed . Also, Petco.com should evaluate where it might makes sense
to add a link to the mobile site that takes users to content on another page.
Don't forget landing pages is the last priority for mobile marketing optimization. Once the mobile home page is established, then
the same principles and mandatories used to create the home page will be used to develop landing pages. The development of
the first four mobile marketing priorities will set the stage for optimizing the conversion funnel and landing pages.
'
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16. Mobile Marketing
Mobile Website
Versus
Mobile App
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Petco.com should develop a Mobile Website before developing a Mobile App. A
Mobile Webiste is better primarily because of its strength in search optimization, both
for SEO/SEM and si te navigation versus a Mobile app. Since Petco has over 1,000
stores in 50 states and the District of Columbia, in addition to their online store,
Petco.com serves to drive both online and offline sales. So, a Mobile Website is the
best approach to help Petco's large customer base to search for their local Petco store,
as well as search for more information on products while they are in-store, if a Petco
Associate is not availab le to assist. The Mobile Website can also be used for customers
who wish to shop online if they do not have access to a desktop or laptop computer.
Petco does invest a lot in SEM (display ads, organic and paid search), so a Mobile
Website will support their traffic driving strategy better than a Mobile App. Also, the
avai lable analytics, opportunity for responsive design, quick scalability to the full-host
of platforms, ease of implementation, and relatively low investment cost are
compelling reasons to pursue a Mobile Website over a Mobile App.
After the Mobile Website has been established, Petco could also benefit from offering
a Mobile App to support their loyalty and retention strategy. A Mobile App could be
created for members of Petco's Pals Rewards program, as well as for frequent online
shoppers to make it easier for Petco's best customers to stay connected, have access
to their available discounts/rewards, and shop online (i.e., via the "Quick Order"
feature) wherever t hey may be during their day. The exclusive convenience of such a
Mobile App would help Petco's best customers feel appreciated and valued. Also, the
Mobile App may serve as an incentive for new or occasional online customers to step­up
their engagement in order to benefit from this fun, exclusive app.
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17. Optimizing Email
1. Place subscribe button on upper right
2. Create segmentation of your list
3. Create compelling subject lines (the hook)
The Top 3 E-mail Optimization priorities for Petco.com are as follows:
•Place subscribe button on upper right
•Create segmentation of your list
•Create compelling subject lines (the hook)
Narrowing the list down to the Top 3 priorities for Petco.com is difficult, as all the priorities are equally
important for e-mail best practices. However, Place Subscribe Button on Upper Right takes the lead as
the first best practices priority, because it is key to acquiring and building the e-mail list. Without a
prominent, easy-to-use "subscribe button" that functions smoothly, Petco.com would not have the
robust list of customers to e-mail. So, the first priority for Petco.com e-mail best practices should focus
on the start of the relationship and where the e-mail address is acquired.
The second e-mail best practices priority is to Create a Segmentation of the List. Since Petco offers
products and services for variety of different pet types (dog, cat, bird, reptile, aquatic, squirrel, etc.), it
is very important for customer loyal and retention that Petco properly segments the list from the
source of names (the subscribe button/MyPetco member profiles), so a bird pet parent does not
receive a dog-specific e-mail newsletter on accident. Also, Petco.com should also further segment the
list by open rate, and open, click through to conversion to develop a targeted strategy to drive
conversion from consumers who are at different stages in the buyer's journey. List segmentation
should be continually tested by comparing different groups to gather insights and key learnings 'from
each e-mail deployment to ensure the CTA is getting the best conversion results from each segment.
The thi rd e-mail best practices priority is Create Compelling Subject Lines. Maintaining share of voice in
the pet industry is very competitive. While a simple, clean and legible e-mail template that features the
main message and CTA above the fold is important, it is more important to get the customer to notice
the e-mail in their in-box and be excited to open the e-mail so they can read the content. Also, focusing
on creating compelling subject lines provides a great opportunity for better brand consistency and
integration across all marketing vehicles. Adopting the most attention-driving content from Petco.com
social media channels and the most effective keywords used in search to create compelling subject lines
will result in the ideal hook for better open rates, and higher conversion.
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18. 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
The right website optimization and personalization project to start with is to work on increasing the
average order value by improving the "your pet might also like" feature at the check-out page. Running
t ests to improve the functionality and flexibility to include a wider-array of options that are
personalized to the shopper's purchase (i .e., treats, wet food, fash ion, beds, and toys, etc.).
Pet co .com has a history of low average order value is due to the shopper's challenge of adding multiple
items to their cart, especially if they items that are from a different category. Historically, the "your pet
might also like" feature has been visible on the product description page, but "below the fold" and only
suggests four related items within the same category for each pet type (i .e., if the shopper selected a
food item, only other related food items will appear). Also, the "your pet might also like" feature
appears as a pop-up window as the consumer cl icks on "add to cart" to go to the checkout page. The
pop-up window on does not include functionality to add to cart, so if they would like to add any of
these additional items to the cart, the consumer has to back-track two steps, which adds additional
time the shopper does not want to spend. The shopper gets frustrated, and abandons the check-out
site all toget her. Or they purchase different items on separate visits. Plus, only four options appear in
the pop-up window, and are often from duplicates categories- i.e., two types of leashes. and two types
of foods. It would be useful to run several A/B Split and Multivariate tests to learn what is most,
val uable and convenient for the customer, such as presenting four or more distinct category options
(i.e., bedding, food, leash, treat, toys, and a grooming product), showcase the top rated or most
popular, test an "add to cart" feature build-in so the customer doesn't have to back-track to select
additional items, test placement within the check-out page instead of a pop-up, test placement right
below the original item the shopper wants to purchase (i.e ., in place of the current donate box).
This is the right project choice because it is measurable, and the impact can be seen immediately. Also,
it can be changed back quickly, if needed. Also, t he ""your pet might also like" feature can be tested in
one business unit (i.e ., Ferret section under Small Animals), and not disrupt the entire site. Also, is has
the potential to positively impact revenue growth by increasing average order value.
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19. Implementation
Agile Marketing Process
Series of short projects
A/B Split & Multivariqte 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
An Agile Marketing process will be used to implement the initial project. The Agile
Marketing process is a sprint involving cross-functional involvement in a series of short
projects lasting only two to four weeks. There is empowerment, knowing everyone in
the team plays a part in the negotiation of what get down and how it gets done.
Knowing the project starts small makes it easy to implement. The fast-paced nature of
the Agile Marketing process is exciting. The reward of continuous feedback and the
flexib ility of constantly experimenting and adjusting to understand what the customer
thinks and wants will help the team feel productive and results-oriented. Also, the fact
that there is less paperwork due to the short story format and more communication
makes the Agile Marketing process less burdensome to the team.
Petco's digital marketing team will also utilize vendors, such as Tealium, to manage all
of their mission-critical online solutions, so they don't have to rely on ongoing •
assistance from JavaScript-trained IT personnel. The team will be more nimble and
efficient, while freeing up valuable IT resources. The team will be able to launch more
revenue-generating campaigns faster than ever, as well as improve web site
performance, helping to increase conversions and provide a better online customer
experience.
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