CASE STUDY | Google Optimize 360

Jackpot: APMEX doubles new user revenue with Google Optimize 360 “Investments you hold” is the motto of APMEX, one of the nation’s largest precious metals retailers. From the gold Maple Leafs of the Royal Canadian Mint to the platinum bars of Credit Suisse, APMEX offers thousands of bullion and numismatic products for easy sale online. About APMEX • APMEX is the #1 specialty retailer based on Internet Retailer 2016 rankings. APMEX is the premier online source for precious metals and metals-related information. • Headquarters: Oklahoma City, OK • www.apmex.com Summary • Used Google Optimize 360 to provide concierge-level experience to its customers • Doubled new user revenue by displaying limitedtime offers to new users checking silver prices • Increased its site conversion rate by 24% by displaying previously viewed products to its VIP customers

While APMEX is a large company, its marketing resources are limited. But APMEX works hard to give its online customers a concierge-level customer experience — the same personal experience customers get over the phone. “We refuse to believe that our customers’ experiences should be limited by our resources,” says Andrew Duffle, Director of Analytics at APMEX. To stay on top of its customers’ needs and emerging trends in ecommerce, the APMEX team has used Google Analytics 360, part of the Google Analytics 360 Suite, for more than five years. So the company was enthusiastic when E-Nor, its Google Analytics Certified Partner, introduced another product in the suite that could help deliver more personalized customer experiences, Google Optimize 360. It wasn’t long before APMEX was using Optimize 360 to launch new experiments on their site.

Testing everything In particular, APMEX relies on Optimize 360 to help it bring a personal concierge-level touch to its website users. “We test everything,” says Duffle. “Creative versus non-creative, the impacts of SEO content on engagement, conversion rate optimization on low-performing pages, new user experiences, and even the price sensitivity of different products.” “One of our goals was to capture conversions on pages that were otherwise being used as educational resources,” says Andy Mueller, Manager of Business Intelligence at APMEX. “We thought if people were checking the price of metals, they might respond to offers that really reflected their interests.”

CASE STUDY | Google Optimize 360

In one test, new users coming to APMEX to check silver prices were given limited-time offers on United States Silver Eagles. If they’re interested enough to check prices, the theory went, they might appreciate a chance to buy.

About E-Nor • Digital analytics and marketing intelligence consulting firm and Google Analytics 360 authorized reseller. • Headquarters: San Francisco Bay Area, CA • www.e-nor.com

Before

After

The results were excellent, says Mueller: “We found the sessions that included an offer resulted in a median rate of 112% more revenue per session, with a 100% probability to beat baseline.” The experiment did more than boost revenue: It also increased APMEX’s new customer counts. “We saw a 9% increase in new customer acquisition. Our customers have a long lifespan, so giving up a little margin on the first sale to the right customer is worth it to us.”

CASE STUDY | Google Optimize 360

More personal experiences “With all the data that Optimize 360 puts at our fingertips, we use it daily to build and evolve our customer relationships.” —Andrew Duffle Director of Analytics, APMEX

Some of APMEX’s other tests have also produced astounding results. In one, the team used Analytics 360 to build an audience of people who had put Silver Buffalo coins in their shopping cart and then abandoned the cart. Those who returned to APMEX in the next few days saw the Silver Buffalo first thing on their home page. As a result, the conversion rate for the coin doubled with this audience. A similar front-page offer to existing VIP customers who had viewed any item from the Silver Buffalo category, but hadn’t made a purchase in the last seven days, led to a 24% increase in conversion rates for that limited audience ― and site-wide, not just for the Silver Buffalo. “With all the data that Optimize 360 puts at our fingertips, we use it daily to build and evolve our customer relationships,” says Duffle. An APMEX customer might be a hobbyist, a serious bullion investor, or someone who simply doesn’t trust banks, so the possibilities for personalization are vast. And it’s scalable, says Mueller: “In the majority of cases, we’ve seen the same great results when taking a successful test in Optimize 360 and scaling it across the entire website. Redirects are awesome, the editor is wonderful, and the ability to target by cookies or Analytics 360 audiences just puts it over the top.”

The future For APMEX, the real bottom line for optimization is building trust with customers and giving them an experience that fosters long-term relationships. “We try to offer a special level of customer service not typically found in our industry,” says Mueller. “Google Optimize 360 helps us make that a reality every day.” “The opportunities for improvement are endless. All you have to do is ask the questions.”

About the Google Analytics 360 Suite The Google Analytics 360 Suite offers powerful and integrated analytics solutions for today’s biggest enterprises. Measure and improve the impact of your marketing across every screen, channel and moment in today’s customer journey. It’s easy to use, and makes data accessible for everyone so the “aha” moments are simple to discover and share. Move from insight to impact faster with the Analytics 360 Suite. For more information, visit google.com/analytics/360-suite © 2016 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. GANL-CS-1401

APMEX doubles new user revenue with Google Optimize 360 - Services

“We refuse to believe that our customers' experiences should be limited by our resources,” says Andrew Duffle, Director of ... Summary. • Used Google Optimize 360 to provide concierge-level experience to its customers ... “We try to offer a special level of customer service not typically found in our industry,” says Mueller.

368KB Sizes 1 Downloads 306 Views

Recommend Documents

Optimize 360 services
to set up and deploy an experiment quickly and effectively. Analytics 360 already measures important site actions like sales, content downloads, and video views ...

With Google Optimize 360 Transavia cuts mobile ... Services
Indeed, the new homepage of Transavia is much faster with a load time of just 2 seconds on a 3G connection, a 67% improvement compared to their old homepage. About Transavia. • Dutch low cost airline that offers charter flights and scheduled flight

With Google Optimize 360 Transavia cuts mobile ... - Services
Mobile is a central focus, since this is where the opportunities are for Transavia. ... the new homepage of Transavia is much faster with a load time of just 2 seconds on a 3G connection, a 67% improvement ... Since starting to work with Google Optim

Linghit Limited doubles ad revenue with AdMob native ads ...
its Chinese Almanac Calendar app. With Shunli, Linghit Limited faced the challenge of expanding to new markets and boosting its reve- nue. AdMob was the ...

Linghit Limited doubles ad revenue with AdMob native ads ...
The company's mission is to educate people around the world about Chinese ... company has over 100 specialized apps with its top apps being Shunli (順曆),.

Deliver custom site experiences using Optimize 360 ... Services
As a marketer, you're always looking to discover what customers want and where they are in their journey from awareness to purchase. And with so many ways ...

Google Optimize services
Uncover the site experiences that matter most to each customer with. Optimize. It's our simple-to-use testing tool that helps make each person's experience more ...

memeburn maximises revenue with Google ... services
situation, whereby the majority of advertising is sold directly. In addition, ... in memeburn's case, they don't permit ads from large companies who they sell ad ...

IKEA doubles sales and drives store visits with ... Services
Founded by Ingvar Kamprad in Sweden in. 1943, IKEA is based in Leiden, the Nether- lands. IKEA stores operate under franchise agreements in 43 countries, ...

Surveys 360 services
new strategy — run premium product campaigns after payday and discount product campaigns leading up to it. PRODUCT OVERVIEW. About Google Marketing ...

Mango Dresses Up Its Mobile Results with Google Optimize ... - Services
Once these goals were created, Mango could track exactly how many users reached each of these steps ... to seamlessly conduct website tests and track the entire customer experience across multiple devices, including ... real proof is evident in the c

ClickTime doubles productivity and boosts ROI with the new ...
Navigate your account more easily and make changes with ... Founded in 1999, ClickTime was one of the first companies to jump into Software as a. Service.

DoubleClick Ad Exchange unlocks new revenue for ... Services
The next step for Advance Auto Parts will be to use AdX on the company's mobile site. “We are always looking for ways to increase incremental revenue by optimizing AdX as much as possible,” Howard says. DoubleClick. Google's DoubleClick™ produc

Google Attribution 360 uncovers new opportunities ... services
A more holistic view of the customer journey will help Lenovo optimize cross-channel investments and drive sales. • Branded display delivers. Traditionally ...

Google Attribution 360 uncovers new opportunities to drive ... - Services
Lenovo's dedication to excellence motivated the company to embrace new best practices in marketing measurement. Data-driven attribution helped Lenovo identify new opportunities for growth within the ultra- competitive consumer electronics market. Eve

Google Attribution 360 insights boost new and repeat ... - Services
As the business scaled—hosting. 20 to 30 new sales events and adding up to 2,000 new images daily— so did the brand's marketing needs. To stay ahead in the fast-paced online retail industry, ideeli needed a better way to measure marketing effecti

Display & Video 360 Services
the needs of your business and your customers. Learn more at g.co/marketingplatform. © 2018 Google LLC. All rights reserved. Google and the Google logo are ...

Search Ads 360 Services
Search Ads 360 gives you the workflow tools, robust reporting, and ... is a unified advertising and analytics platform that helps enterprise marketers make better.

Tag Manager 360 services
remarketing tags. Even more time is lost if teams have to worry about the ... Customization features allow you to adapt Tag Manager 360 to suit your exact needs.