Maybe it is an ode to “The Bachelor,” but this is really a testament to one of my final postings in my Web Analytics and SEO class at West Virginia University. In fact, to keep with the floral theme, I elected to look at the Web site for 1-800-FLOWERS for this assignment, which asked us to look at how an online retailer is using analytics and how it is using them.
When looking at the code on the site, it was evident the company was using Coremetrics as its analytics tool. Coremetrics is one of the leaders in the SEO and Web analytics industry. In fact one of the most interesting things about Coremetrics is how detailed its code is, and for a company like 1-800-FLOWERS, this is specially important because of so many products and offerings on one site.
Thirty-seven percent of online retailers who use Coremetrics or Omniture also use Google Analytics, and 1-800-FLOWERS is one of them (Bright, 2010). The company is also testing its site and is using Google Website Optimizer. First, I will detail its analytics approach, and then take a look at what the company is testing using Google Website Optimizer.
First, it is interesting to note that the company is only using Google Analytics on its sub pages, and not the home page. On the other pages of the site, Google Analytics and Coremetrics are being used.
From the home page, it looks as if the site is using analytics to see where an individual clicks. This most likely signifies the company is tracking visitors, page views and return visits. The second component of the code shows the company is tracking events. From the home page this event is to see if the visitor is going to the flowers page or another page on the site. In addition, the company is also tracking returning visitors to see if it needs to recognize a returning visitor. This is a sign of strong customer service, remembering a user on a site. In addition, the company is also tracking domain names, which indicates how the people are reaching the site. This most likely correlates into the company’s advertising and marketing efforts, and determines if one tactic is working better than another.
There are numerous banner ads on the home page of the site, and 1-800-FLOWERS is tracking each of the click-thrus to determine the most popular. This is a strong example of testing a site and truly monitoring what people are finding valuable and using on a site. This is smart marketing. One of the interesting components for me was to see the testing of the banner ad across the bottom highlighting “The Millionaire Matchmaker.” In the code, there is actually a report for determining if the page is more successful with the ad as opposed to without it.
As you delve deeper into the other pages of the site, it is still tracking visitors, but it is also tracking where they are clicking, and if they are eventually placing an order on the site. The company is collecting this data to see if purchases are being made, or if there is a point where a user does not continue to the checkout. As I have learned throughout this course, this is valuable data to see if a site is working or if tweaks need to be made to encourage visitors to make a purchase. The site is also tracking if people are leaving certain pages to go to “order tracking,” “my account” or “customer service.” This is a funnel the company has set.
With Google Website Optimizer, the site is testing different layouts to see which ones will have the highest conversion rates. This will prove beneficial to them in determining the future direction of the site. It will also show which site will bring in the largest number of sales and return visitors. In addition, there is multivariate testing happening on the home page. The company is also looking at the variety of options people can select based on flowers for occasions and dates. In fact, when I logged onto the site from work and then from home later today, I had two different home pages.
I cannot think of something specifically that needs improvement for the company since it seems to be doing a great job of testing and collecting data. I would hope they are analyzing the data based on geography as well to see where it may need to expand its florist network or those areas in which it needs to advertise more.
Since the company is collecting so much data and placing such a significant investment in testing the site and analyzing it, I hope that it has experienced professionals in place who can carefully look at the data and apply it to marketing and advertising efforts that can expand the business.
All in all, this site truly encompasses everything I have learned in the course for the past nine weeks – analytics, enhanced search engine optimization and testing. It was a great site to select for one of my last blog postings in this class.
Reference
Bright, D (2010). 37% of Retailers Who Use Omniture or Coremetrics Also Use Google Analytics. Istobe Blog. Retrieved March 15, 2010, from http://istobe.com/blog/2010/01/22/37-of-retailers-who-use-omniture-or-coremetrics-also-use-google-analytics/
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