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1. customer story:
A marketer’s best friend,
moving fast
a publication from

2. About PetFoodDirect.com
The mission of PetFoodDirect.com is to provide “pet parents” and
owners with online access to the widest possible variety of pet supplies
delivered conveniently to the customer’s door. Founded in 1997, the
company now offers over 16,000 products and 137 brands of pet food,
which it ships all across the U.S. as well as to a large number of military
personnel overseas.
As an online pure-play, PetFoodDirect.com is continually looking to
optimize its website marketing. The company was an early adopter
of Monetate, which has now become an integral part of its marketing
activities.
www.PetFoodDirect.com
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3. Monetate is an easy tool to use and deploy,
and yet it gives me more sophisticated targeting rules and
capabilities than some of the other products I’ve worked with.
- Colton Perry, VP of Marketing
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a marketer’s best friend, moving fast

4. How Does PetFoodDirect Use Monetate?
We started with the low-hanging fruit. For example, Monetate gave us
theabilitytoaligncreativesfromouremailoffersthroughtothewebsite
landing, then reinforce the offer throughout the site experience. And
Monetate makes it so easy, I can optimize an email blast to half a million
customers in just five minutes.
Of course, PetFoodDirect.com is using Monetate for a lot more than
emailconversion.Weareprobablyrunning30or40differentcampaigns
right now. For example, people coming into our online store from
certain high-traffic search words get branded offers related to those
keywords. We’re also aligning more of our display media with
Monetate so we carry the creative messaging in the ad unit through to
the site. We’re even using Monetate to support our TV advertising.
One of the most successful tests we’ve run with Monetate was called
“Don’t Forget” where we looked at the contents of the customer’s
shopping cart and, if it didn’t contain a product from a specific
category, we would display a reminder like “Don’t forget to purchase
that category.” That test showed a huge increase in average order value
and an annualized revenue increase of something like $1.2 million.
We sat down with Colton Perry of PetFoodDirect.com
to talk about how this online retailer uses Monetate.
Don’t Forget!
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5. What Do You Like Most About Monetate?
Personally, I like the way Monetate is helping me meet and exceed
my annual goals as VP of Marketing. Monetate is helping me hit my
conversion rate and average order value targets, as well as targets
related to repeat purchases and a specific product line we are
promoting.
Monetate is an easy tool to use and deploy and yet it gives me more
sophisticated targeting rules and capabilities than some of the other
products I’ve worked with. To me, Monetate is not just an A/B and
multivariate testing tool; it’s a targeting tool that helps me understand
who visited my site but didn’t purchase, where they are geographically,
those kinds of things.
I also like how Monetate can be used across our whole way of doing
business. For example, one of our challenges is shipping costs for
a heavy product like dog food. One of our highest traffic states is
Californiabutthey’reoutWestandwe’reoutEast,soI’malwaysthinking
what can kind of tests can I run to learn more about that challenge and
ways of overcoming it. Monetate lets me do this without having to add
anything to the IT queue.
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a marketer’s best friend, moving fast

6. Any Final Thoughts?
The flexibility and speed to deployment of Monetate have been a
big help to PetFoodDirect.com as we pursue an aggressive growth
strategy. Personally, I love the infinite options that Monetate puts at
your fingertips. As a marketer using Monetate, you’re only limited by
your own thinking.
Monetate makes it so easy, I can
optimize an email blast to half a million
customers in just five minutes.
- Colton Perry, VP of Marketing
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7. Expert Optimization Resources
Valuable case studies, eBooks, white papers, webinars & infographics
monetate.com/resources
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