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URL: http://www.argos.co.uk/static/Home.htm
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Key Industries:
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Key Sectors:
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Affiliate Marketing
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Analytics
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e-commerce
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Argos
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FusePump delivers 171% improvement in earnings per click for Argos feed affiliates
In August 2009 FusePump conducted a full review of Argos’ existing feed and provided a detailed proposal on how it could be improved. Issues with the feed related to inconsistent category information, incomplete (or sometimes even incorrect) pricing information, and a lack of overall data quality with the feed. In August 2009 Argos decided to produce a new product feed via FusePump, and to trial this feed with a select group of affiliates to ensure that the new feed would meet their requirements and to gain their feedback before rolling it out to a larger number of partners.
The new data feed was built in September 2009 and access to the new feed was given to the selected affiliates for testing and feedback. Significant improvements were made to the feed including:
1. Full category information (as per the breadcrumb structure on the site)
2. Full pricing ('was price' as well as price so that discounts could be identified by affiliates)
3. Model numbers
When we had over 50 affiliates integrated with the feed we were able to start measuring the metrics in comparison to the old feed, which was still being delivered via Commission Junction at the time. A mixture of affiliate sites and shopping comparison engines were utilised in this phase so that we were able to make a good comparison between the new and the old feed without having to worry about other external factors such as seasonality. We decided to monitor three key metrics for this study.
The results from the test were impressive, with 171% increase in EPC and 34% increase in conversion rate seen across affiliates and shopping engines as a whole. Within the shopping engine market we increased match rates by up to 40% across a range of sites. This meant that while Argos and the partner sites were able to benefit from this improvement consumers were also getting a better experience while on the affiliate and comparison shopping engines (CSEs). Once these metrics were obtained, work began to move all remaining affiliates and CSEs over to the new feed.
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