View the webinar slides deck to learn how to achieve competitive advantage and work more effectively by reducing costs and increasing income at the same time. For more tips and advice follow companies on social: Promodo:@promodo_en Brightpearl: @BrightpearlHQ

1. Retail. Accelerated.
www.brightpearl.com
How to improve the
Operation & Management
of your Online Business
www.promodo.com

2. About Promodo

3. Promodo at a Glance
Established in 2004 – UK 2010
Google AdWords and Google Analytics Official Partner
21 Google AdWords and 32 Google Analytics Certified Experts
Currently over 500 campaigns World Wide
Have worked with largest e-retailers in the Russian-speaking web
Accredited agency by Bing Ads and Yandex.Direct
Over 120 in-house specialists

4. www.promodo.com
International Marketing Manager who is
currently in charge of marketing efforts at
Promodo.com. Elena is a GA certified
individual and a very enthusiastic online
marketer, with experience in SEO, content
marketing and social media. Elena is a
frequent speaker at webinars and has
been featured in WebsiteMagazine,
Smartinsights, and other online marketing
sources.

5. www.promodo.com
Mobile ecommerce
dashboards to track mobile
marketing efforts

6. Why mobile traffic is
important?
Read more here:
http://googlewebmastercentral.blogspot.com/2015/04/rollin
g-out-mobile-friendly-update.html

7. Optimize the site for
mobile users

8. What percent of your site
visitors are on mobile devices?

9. What kind of mobile devices?

10. Use already created
dashboards for analysis
Solution Gallery:
https://www.google.com/analytics/g
allery/#landing/start/

11. Thanks to Justin Cutroni for sharing
an awesome dashboard
Follow the link:
https://www.google.com/analytics/gallery/#posts/search/%3F_.viewId%3D8USYBWAaQ5eDjl_XaKeLmQ/

12. www.promodo.com
Cohort analysis in Google Analytics:
how to measure the impact of changes
in your strategy

13. What’s so special about
cohort analysis?
• Measure the effectiveness of different
traffic channels
• Determine the best time for holiday or
time-based campaigns
• Calculate the average time of
conversion from site visitor into your
customer

14. The core principle of Cohort
Analysis:
• All site visitors are grouped into cohorts
– a segment of users which is based on
a date.
• Different cohorts are tracked separately.

15. This is how it looks like in
Google Analytics:

16. This is how it looks like in
Google Analytics:

17. Compare quality of traffic from
different channels:

18. Compare quality of traffic from
different channels:

19. www.promodo.com
Top business metrics in site
analytics to keep an eye on for
data-driven decisions

20. Top business metrics to start
monitoring right now
Cost of Customer Acquisition
Conversion Rate
Shopping Cart Abandonment
Average Order Value

21. Setting up goals and enabling
ecommerce tracking are must-haves
Download here:
http://lp.promodo.com/guides/googl
e-analytics/

22. =CAC
MCC
CA
CAC = Cost of customer acquisition
MCC = Total marketing campaign costs related to acquisition (Not
retention)
CA = Total customers acquired
Cost of Customer Acquisition

23. How to calculate Total customers acquired:
1) Set up in Google Analytics a goal that equals an unique
purchase on the site
2) Select the channel/marketing campaign you want evaluate
3) Check out the number of times this goal have been completed
Cost of Customer Acquisition

24. =CR
(Conversion
rate)
Total number of visits related
to a traffic source
Total number of
conversions related to a
traffic source
Conversion Rate

25. Conversion Rate

26. =Shopping Cart
Abandonment
Rate Number of shopping carts
created
Number of orders
placed
1 -
Shopping Cart Abandonment

27. Shopping Cart Abandonment
How to calculate shopping cart abandonment
rate:
1) Set up in Google Analytics two goals: add to
shopping cart and checkout success
2) Create the Funnel
3) View the Funnel Visualization report

28. Shopping Cart Abandonment
How to calculate shopping cart abandonment
rate:
1) Set up in Google Analytics two goals: add to
shopping cart and checkout success
2) Create the Funnel
3) View the Funnel Visualization report

29. =Average Order
Value (AOV)
Average Order Value
Number of orders taken
Total revenue

30. Average Order Value

31. www.promodo.com
e-mail: e.ruchko@promodo.com
Twitter: @ElenaRuchko
Lena Ruchko
International Marketing Manager
at Promodo
Let’s keep in touch

32. Retail. Accelerated.
www.brightpearl.com
How to improve the
Operation & Management
of your Online Business

33. Retail. Accelerated.
www.brightpearl.com
Phill Kay
Head of Global Partnerships at Brightpearl
Phill has been at Brightpearl for 2 years and now
heads up global partnerships after experience
running the company’s eBay partnership. This role
fits his personality well; being a person of integrity,
drive and vision, he is able to reliably design and
deliver strategies to maximise the benefits of
complimentary solutions to customers in the on-
and offline multi-channel retail space so that they
can use them to drive accelerated, sustainable
and profitable growth.

34. ● Intro
● How to improve managing inventory and orders to reduce stock outs, double selling and
improve cash flow
● How to improve customer service to ensure a personalised and coordinated approach
● Increase visibility into your operations to make better business decisions
● Q&A
Talking points:

35. ● Difficulty keeping track of inventory across multiple channels
● Manual, repetitive processes incurring lots of inefficiency
● Problems in controlling a diverse supply chain
● Lack of data and insight into the business; especially into profitability
● Utilising customer data to market to/reward return customers
Some Key Challenges of managing a growing retail business

36. ● Chris Tanner & Andrew Mulvenna founded Lush Longboards whilst at university studying
computer science
● Whilst growing Lush Longboards Chris started to write Brightpearl for use in his own business
● In 2007 Chris decided to sell Lush Longboards to focus on Brightpearl
● In 2015 we now have over 1200 customers across the world and employee 80 people in Bristol
and San Francisco
Brightpearl history: Lush Longboards

37. Brightpearl is a multichannel retail management
system
We help retailers manage the heart of their
business - bringing orders, inventory, customer
data, accounting and reporting together in one
place
The Brightpearl Solution

38. How to improve managing inventory
● Use one centralised hub for in- and outbound stock control
● Eliminate re-keying of stock data and/or inaccurate stock levels
● Reduce stock outs and eliminate double selling
● Utilise an integrated low stock report to manage replenishment efficiently
● Control the supply chain utilising an integrated purchasing system

39. ● Minimise disgruntled customers through accurate stock control and efficient fulfillment
● Company wide visibility of customer data
● Seamless control of refunds and exchanges
● Segment customers to send relevant information to them
● Understand customer engagement levels to drive loyalty
● Excellent wholesale control
How to improve customer service

40. ● Transactional level data
● Integrated COGS (Cost of Goods Sold)
● Operating the business to make the most PROFIT, not revenue!
● Combining accounting, sales and customer data = POWER!
Increase visibility into your operations to make better business
decisions

41. www.promodo.com
Thank you for
your attention!