How WBC Used Advanced Segments To Boost E-commerce Conversion Rate By More Than 12%

Established in 1989, WBC is the UK’s largest supplier of hamper, deli and drinks packaging to independent retailers. As the website is the company’s main business generation tool, it is essential that it promote their range of 850 products in the most attractive and accessible way possible. 

With a view to redesigning their e-commerce site and increasing the number of sales it generates, WBC was keen to understand how web traffic interacted with the site, and where potential improvements could be made.

Following an audit of their implementation, WBC’s search engine marketing agency, Periscopix, began tracking micro-conversions such as brochure downloads and crucial interaction data like on-site search tracking. Using advanced segmentation, they found that a high conversion rate for loyal customers was hiding a very low conversion rate for users completely new to WBC.

Aesthetically, the changes Periscopix proposed were subtle and focussed on two main areas: showcasing the range of products stocked by WBC and imposing a sense of authority in the marketplace. Using Google Analytics, Periscopix identified WBC’s most popular products. These were given prominence in the center of the homepage. The previously under-utilised right-hand side was optimised to feature media that previously had been hidden deeper in the site.

Periscopix ran an A/B test on the homepage for three months. This resulted in a 2.2% increase in homepage engagement and a boost to the e-commerce conversion rate by 12.2%. WBC have now committed to redesigning the website, with the homepage variation proposed by Periscopix forming the cornerstone of this new structure. 

Read the entire WBC case study and see additional success stories in our analytics case studies and success stories section.

Posted by the Google Analytics Team

Introducing AdWords Editor 9.8.1

Today we're pleased to announce AdWords Editor version 9.8.1, which includes the ability to add and edit dynamic search ads and product listing ads, as well as quickly and easily modify location targets. Here's an overview of key updates:



Manage location targeting more easily 

The new Locations tab (under Targeting) lets you add, update, and copy location targets more efficiently. 



Dynamic search ads and product listing ads now in AdWords Editor

Each of these ad formats has its own tab, where you can view your ads and make changes or additions. You can also manage your dynamic ad targets and product targets on two new targeting tabs. 



We've also updated topic targeting, posting, and CSV import, along with other improvements. We encourage you to read through our version 9.8.1 release notes to become familiar with all of the changes.



The next time you launch AdWords Editor, you'll see a prompt to upgrade to version 9.8.1. To learn more about upgrading, including how to keep unposted changes and comments when you upgrade, please review these instructions. You can also download version 9.8.1 from the AdWords Editor website. 



Note: Support for previous versions of AdWords Editor will continue for four months to allow you time to upgrade. To ensure uninterrupted use of AdWords Editor, you will need to upgrade by October 28, 2012.


Posted by Katie Miller, Google Ads Team

Mobile will require advertisers to redefine how they measure success

Mobile introduces exciting new opportunities for measuring the success of marketing campaigns, but connecting consumers’ mobile activities with advertisers’ business outcomes can be challenging. Increasingly, advertisers are redefining their direct response marketing strategies for mobile in order to more accurately measure the success of mobile campaigns. We recently sat down with Kerri Smith, Director of Mobility at iProspect, a leading, global digital marketing agency to discuss this topic.


Google: How are you helping your clients to assign dollar values to mobile all along the funnel?

Kerri: This really depends on the client. In most cases, clients are assigning value based on a number of factors used to determine the lifetime value of a customer. For example, one of our brands assigns an average order value (AOV) on app downloads based on the usage they’ve seen through analytics and resulting revenue from their aggregated app users. For another brand, call extensions have proven very effective, though it’s been difficult to track conversions and resulting revenue as the consumer is taken offline. Therefore, we use an equation that allows us to measure the likelihood of an actual conversion. Knowing the average call duration, which indicates level of interest, and the agent conversion rate, the brand helped to formulate the following equation:

6 minute call duration = an interested consumer
Agents convert 30% of interested consumers
Interested Consumers * 30% = # of conversions

This allows us to quantify a return where 1-to-1 measurement is difficult, and to understand the impact the channel is having on the brand’s overall business.

Google: What types of clients have you seen be successful with understanding the value of these micro- conversions?

Kerri: We’ve seen our retail brands be the first to embrace these micro-conversions - especially in the case of location-based responses, due in large part to the known “intent to visit” derived from these and previous testing. We’ve been able to use coupons to measure the revenue opportunity in stores from mobile and to prove the value in attributing dollars to these actions. Retailers have seen enough of these trends and subsequent lifts in revenue to value these actions.

Google: What success stories or best in class examples can you share?

Kerri: One of our clients had a goal of directing mobile users to their app download page to increase conversions, and we worked with Google to help them run a two month test of Mobile App Extensions. During the test, we disabled all sitelinks, location extensions and product extensions in order to focus on the primary goal of driving app downloads. The test showed phenomenal results: 92 downloads, 89:1 ROI and a 334% lift in ROI when they began attributing value to app downloads.

Google: What's iProspect POV on where mobile is going?

Kerri: Where is mobile not going? Mobile devices (smartphones and tablets) have already become so ingrained in our everyday lives that the full impact is literally boundless. Mobile is the channel that connects all others. It doesn’t fit in the traditional conversion funnel -- it runs alongside it, involved at every stage. This presents a challenge to brands who still segment advertising channels with separate budgets and directives instead of focusing on how they impact each other. Mobile will highlight the need to evaluate all channels together to create a truly integrated approach - one that enhances the consumer’s interaction with the brand. Applying a value to the multitude of “responses” available in mobile is just the first step. Advertisers will also need to evaluate the impact of those responses relative to other brand initiatives (both online and offline) in order to determine the role each plays in contributing to their bottom line. The ubiquity of mobile will force advertisers to redefine their approach and how they measure success.


Posted by: Samantha Podos Nowak, Product Marketing Manager, Mobile Ads

Mobile Websites vs Responsive Design: What’s the right solution for your business?

The following post originally appeared on the Google Mobile Ads Blog.

As more of your competitors Go Mo, building a mobile-friendly site becomes more of a priority for your business. Over the past two years alone, mobile search traffic has increased five-fold. Customers are searching for your business from their mobile phones, and you need to engage them with a mobile experience designed for completing on-the-go tasks from their small screens. Recently many businesses have been asking us about an emerging trend among web developers—responsive design—and if they should use it. While we believe that building a separate mobile website is an appropriate solution for certain businesses, it’s also important to understand how responsive design might fit into your plans to Go Mo.

What is responsive design? It is a website design technique that allows you to create a single website that will adapt to the device on which it’s being viewed, whether it’s a laptop, smartphone or tablet. A site built with responsive design will automatically resize for different devices, but it is up to you to prioritize the content that matters most to the mobile user. For example, a mobile user might need to quickly find your phone number or directions, whereas a tablet user might want a simpler way to make couch-surfing purchases. A site built using responsive design could prioritize click-to-call and click-to-map buttons, while the tablet site would focus on simplifying the shopping cart. For the technical details on how responsive design works for building mobile-friendly sites, read this blog post from the Google webmaster team.

So how do I know if I should build a separate mobile website or use responsive design?  

Here are some guidelines to help you decide what makes sense for your business:

If I decide responsive design is a better fit for my business, do I have to build my site from scratch?

Not necessarily. A sophisticated web developer might be able to adapt an existing site with responsive design, but there will still be costs in terms of time and budget. 

Will a site built with responsive design have more than one URL?

No. A site built with responsive design will have the same URL for desktop, mobile and tablets. When building a separate mobile optimized site, typically there is a different mobile url, but the users will be taken there automatically as long as your desktop site is enabled with the auto redirect code.

How much does it cost to use responsive design for mobile?

Prices vary across developers and agencies. We recommend reaching out to a developer and/or agency for help on getting started. 

Responsive design can definitely minimize long term maintenance of your site, but many businesses can effectively connect with their customers with a separate mobile-friendly site. If you have the technical resources and a clear business need, then responsive design is a more advanced way to make your site mobile-friendly. No matter how you go about it, you need to ensure you are designing for mobile first, and engaging your customers when they're using their mobile phones to search for your business. 

For additional resources on the value of mobile, testing your site and finding developers to help you build your mobile-friendly site, visit howtogomo.com. 

Posted by Jessica Sapick, Associate Product Marketing Manager

DoubleClick Search: Compare performance by date range

DoubleClick Search has just announced its date range comparison feature, one of the many new product features that will be launching this summer to help marketers easily manage search campaigns, at scale.

Date range comparison now gives search marketers the ability to evaluate campaign performance over time and see the impact of changes -- all part of our mission to drive insights (not just data) to improve your campaign results.

For more information on the date range comparison tool, visit the DoubleClick Search blog. 

Compare performance by date range

DoubleClick Search (DS) now gives you the power to evaluate the performance of campaigns over time and see the impact of changes. With the new Date Comparison feature, advertisers have another valuable tool to manage and improve the results of their search ad campaigns. You can:

• See performance changes at a glance for all metrics in the scorecard, or for a single metric in the chart.


• Easily compare to prior period or prior year: Comparing this week to last week is just a click away in the UI, as is comparing this month to the same month last year.


• Set your own date ranges with Compare custom date ranges.


• Download date comparison reports to Excel for more in depth reporting.


• Compare by percentage change or absolute change so you can rely on the metric that is most important for your business.


• See date comparisons in columns to easily sort and view multiple items.


• Detect trends even with day of week variations with a chart that smartly aligns to show you the most meaningful performance comparisons.


• Work effectively over longer time periods with automatic aggregation to weeks for ranges 3 months or longer.

To compare date ranges:

1. In the upper righthand corner of the UI, select the first date range as usual.


2. Select the Compare to past check box.


3. Select the second date range in the dropdown that appears.


4. Click Apply.

That’s it! You’ll see a visual comparison of the two date ranges in the performance summary graph, a summary of the changes in the scorecard below the graph, and more detailed information in the statistics table below the scorecard. Learn more about Date Comparison in the Help Center.

Posted by the DoubleClick Search team

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