ABOUT
PUMA
For over 65 years, PUMA has been one of the world’s
leading sports brands. PUMA designs,
develops, sells, and markets athletic footwear, apparel, and accessories to
men, women, and the youth markets. PUMA
is well known for its history of marketing fast product designs for some of the
fastest athlete’s on the planet. PUMA
also offers performance and sport-inspired lifestyle products in categories
such as Football, Running, Training, Golf, and Motorsport. (PUMA,
n.d.) .
PUMA owns multiple brick-and-mortar storefronts across
the world as well as an online e-commerce site that is used to interact with its
shoppers and learn more about its consumer demand. However, like any brand, PUMA faced some
challenges when it came to its online presence.
THE
CHALLENGE
PUMA faced several challenges when it came to its brand
website. The first of these challenges
was that PUMA traditionally separated its website into two different parts. When a shopper arrived at the PUMA website,
he or she had to choose between two links to enter the site: the “World of PUMA”
or “Start Shopping.” The first link or
section of the website focused on brand identity. This section of the website focused more on
lifestyle images rather than product details.
The second part of the website was used for online shopping. (Demery, 2014) . Consumers found this particular website
structure to be confusing. PUMA wanted
to find a way to make its website more user–friendly and in turn, help its
website visitors more easily achieve their goals.
PUMA has a wide range of products that can be found
and purchased all over the world. As we
know, different geographical locations require different marketing strategies and
tactics. PUMA wanted to find ways to use
its website to gain insights into both content and product popularity to drive
marketing strategy, understand what content is engaging customers and
contributing to regional sales, and to improve online conversion and customer
experience by optimizing the website. (Google, n.d.) .
THE
SOLUTION
PUMA strategically partnered with the Virginia-based
digital agency and Certified Partner of Google Analytics, Viget Labs. Viget Labs installed Google Analytics on PUMA’s
website to help the brand gain a better understanding of its website visitor behavior,
optimize the brand’s website for a better user experience, and engaged and
convert website visitors into sales. (Google, n.d.) .
PUMA and Viget Labs started out by performing website
tests and using Custom Variables in Google Analytics to segment visitors based on
the test particular test variation they saw. (Google,
n.d.) . This allowed PUMA and Viget Labs to compare
how each test variation affected visitor ability to complete a variety of
pre-determined goals and micro-conversions.
PUMA and Viget Labs also used Google Analytic profiles
and custom fields to create a holistic view of PUMA’s website and a separate,
targeted view of each category on the PUMA website. They used advanced features such as Event
Tracking to measure interaction with the different page elements and Advance Segments
to isolate visitors based on geographical region. (Google,
n.d.) .
PUMA and Viget Labs launched a constant flow of
campaign initiatives on PUMA’s website.
Each campaign leveraged global and region-specific campaigns through CMS
functionality like homepage panels, promotional sub-panels, sweepstakes, and
surveys. PUMA launched custom designed
landing pages alongside the categories that used the CMS to curate and manage
campaign-specific content. (Demery, 2014) .
In addition, PUMA and Viget Labs also used Google
Analytics to determine the number of people who were accessing the PUMA website
through their mobile device and the content they were searching for on their mobile
device. Based on these findings, a
phased approach mobile effort was launched.
Users were provided with a mobile store finder feature that gave users
the functionality to search for nearby PUMA stores based on their location and
were given CMS driven content from each of PUMA’s website categories. (Demery, 2014) .
THE
RESULTS
Ongoing analysis and vigorous A/B testing enabled
Viget Labs to better understand PUMA’s website’s visitor’s behavior and
optimized PUMA’s website accordingly. Because
of this, website visitors had a better user experience and completed more of
PUMA’s key performance indicators. The optimization
efforts have created a more intuitive flow and surfaced more engaging
content.
As a result, PUMA’s online order rates increased by
7.1 percent. Website visitors spent
twice as long on the site interacting with the PUMA brand than they did before
the implementation of Google Analytics.
Key regions saw nearly 50 percent growth in engagement and website
visits. Lastly, PUMA also saw an 84
percent increase in conversions among its mobile users. (Google,
n.d.) .
ADDITIONAL
OPPORTUNITIES
Google Analytics has clearly helped PUMA achieve its
goals when it came to developing a better user brand experience, segmenting
content based on user’s geographical location, and engaging and converting
visitors into sales. However, like any
website or online tool, you can’t just set it and forget it. Brands such as PUMA must continue to engage
consumers with new content offers and continue to leverage and review Google
Analytics to ensure they are getting the most of their online presence. Thankfully, it looks like PUMA has taken note
of this best practice and is striving to implement it.
Below is a popup PUMA’s website visitors receive after
moving beyond the website’s home page.
As you can see, PUMA is working to engage consumers by
giving them the opportunity to register for the brand’s e-newsletter. Once users register and select their gender
profile, they receive new product announcements, exclusive offers, PUMA athlete
news, and event invites directly to their mailbox.
PUMA is more than likely (or should I say hopefully)
using Google Analytics Event Goals to track when a person completes this particular
form as well as other various content offers on its site. This will alert PUMA to the users that are
most actively engaged with its brand.
However, as we know, a consumer can still be actively engaged with a
brand, but not want to receive its e-newsletter. PUMA can still determine who these people are
by setting up events based on a specific webpage a user lands on (such as a
payment page), the duration a user spends on a brand’s website, or even the
number of pages a user visits on the site.
For example, pretend Google Analytics determines that a particular
website visitor has returned to its site 5 times in the last 2 weeks to view a
particular product. Google Analytics’
events can alert PUMA marketers of this occurrence and in turn trigger a push,
limited-time promotional offer to hopefully convert the repeat website visitor
from a window shopper to a sale.
Google Analytics will continue to gain knowledge and
insight on its website visitors as they continue to interact and engage with
PUMA’s website and content offers. PUMA
is more than likely (or should I said again, hopefully) collecting this data to
personalize a user’s experience on the brand website. For example, pretend I have interacted with PUMA’s
website in the past. Let’s say I looked
to the brand to purchase women’s running shoes.
PUMA should at the very least be able to determine that I’m a female,
who is interested in running shoes, and that I live in Pittsburgh, PA. Therefore, PUMA could use this information to
segment me into a particular target market and show me promotional offers on
cold-weather, women’s running gear as opposed to men’s golf shorts.
However, this isn’t the only thing PUMA could/should be
using Google Analytics for. PUMA could
also use its Google Analytics to determine who is abandoning what products in
their virtual shopping carts and remarketing these products to the specific
users. If PUMA realizes that a particular
product is abandoned far more than other PUMA branded products, PUMA may
consider slashing prices on this particular product to see if it helps generate
more sales.
PUMA could also use Google Analytics to determine what
keywords people are utilizing to search for its products and begin to leverage those
keywords for SEO purposes and/or to build more relevant Google AdWords
campaigns.
In the end, when a brand such as PUMA utilizes and
leverages Google Analytics for its marketing efforts, the possibilities of what
the brand can accomplish is almost endless.
Google Analytics gives brands the information they need to make smarter,
more insightful marketing decisions that will generate additional brand revenue
– after all, isn’t that always the ultimate end goal?
Demery, P. (2014, May 20). How Puma Is Improving
Sales Operations Through e-commerce. Retrieved from InternetRetailer:
https://www.internetretailer.com/2014/05/20/how-puma-improving-sales-operations-through-e-commerce
Google. (n.d.). PUMA Kicks Up Order Rate 7% with
Insights from Google Analytics and Viget. Retrieved from Google
Analytics:
https://static.googleusercontent.com/media/www.google.com/en/us/analytics/customers/pdfs/puma.pdf
PUMA. (n.d.). PUMA. Retrieved from PUMA: http://us.puma.com/en_US/home?locale=en_US&mktID=PL:Brand%20Marketing:Puma.com-CatchAllPage:United%20States-en&plinkID=Brand
No comments:
Post a Comment