Adding Muscle to a National Health Club Chain’s Mobile App

Adding Muscle to a National Health Club Chain’s Mobile App Get in touch
DREAM. DELIVER. ELEVATE.

When a previous version of their mobile app offered little beyond barebones functionality, PeakActivity was tasked with transforming the app into a robust tool to help build brand loyalty, increase member engagement, and support in-app promotional messaging, all while creating a more personalized user experience.

STAGE 1: DREAM

During the Dream Stage, we had a series of conversations about the shortcomings of the existing app; what areas needed to be improved, and what would need to be built from scratch. Beyond the immediate pain points, we also asked our clients to share their goals for the future because, for us, the initial engagement isn’t a one-and-done scenario but rather the first step on a journey towards helping our clients achieve lasting success.

As a result of these discussions, and a comprehensive audit of their existing app, the following issues were identified: 

  • Lack of Personalization: Oddly enough, in an industry built to cater to the specific needs of the individual, the app offered gym members little in terms of personalization opportunities, such as workout tracking and other like features.
  • Lack of Location-Specific Functionality: Members were not able to sign up for fitness classes at specific locations, nor were they able to find out what amenities were located at the individual gym level. 

INITIAL RESULTS

70K

App Downloads

 

+60%

Daily Active Users
  • Outdated  Check-In Process: Members were still required to scan a key fob. This not only slowed down the entry process but it advertised to members that the gym was behind the times. This specific issue was one that the previous agency was unable to solve. 
  •  Rewards Tracking and Redemption: While members earned rewards and loyalty points there was no way for them to track their points or redeem them for merchandise via the app.
  • Integration with Member Services Partners: While the client offered its customers additional benefits through a network of business partners, customers were unable to fully access these benefits through the app.

After discussing our findings with the client, we then developed a strategic roadmap that not only guided our initial efforts but laid the groundwork for future work, as well.

Let’s Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals. 

STAGE 2: DELIVER

After identifying the most pressing challenges and creating an engagement roadmap, we developed and implemented our first wave of solutions:

  • Digital Express Check-In: Through the use of QR codes and on-site scanners, members could check-in to the gym quickly and seamlessly upon entry with their phone.
  • Google Maps Integration: By providing members with search and location services, members now had the ability to view class schedules and times at their home gym.
  • Sign-Up For Personal Training Sessions: Members could now sign-up for personal training sessions directly through the app.
  • Digitally Track Workouts and Rewards Points: Unlike the earlier version of the app, guests could now track their workouts and redeem their rewards and loyalty points for branded merchandise.
  • Access to Relevant Information: The app now provided a wealth of information including articles on health and fitness, healthy recipes, suggested workouts, and live gym events.

INITIAL RESULTS

By providing a full complement of talented team members and arming them with the right digital tools, we were able to achieve the following initial results:

70K

App Downloads

5.5M

Page Views

+60%

Daily Active Users

STAGE 3: ELEVATE

Our Elevate stage can mean many things—from the incremental improvement of a product to—as in this case—a quick pivot in response to a global pandemic that shuttered our client’s doors and left them scrambling to find a way forward. 

Working with our client, we developed ways to help members stay engaged and healthy during a very difficult time. 

Free On-Demand Workout Videos: Helped client develop a deep online repository (800+) of on-demand workout videos from Les Mills.

Code of Conduct Documentation: Created code of conduct documentation explaining gym procedures in order to keep members safe during the COVID crisis.

Request a Review of your Mobile App

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals

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Reimagining the Omni-Channel eCommerce Experience for Mor Furniture

Reimagining the Omni-Channel eCommerce Experience for Mor Furniture Get in touch
DREAM. DELIVER. ELEVATE.

Reimagining the Omni-Channel eCommerce Experience for Mor Furniture

Looking to build their online revenue channel, Mor Furniture turned to PeakActivity to transform its eCommerce fortunes from failing to fabulous.

 

STAGE 1: DREAM

The first order of business in the Dream Stage involved having candid conversations with stakeholders and employees, as well as listening to customer feedback. This gave us a comprehensive view of their customer journey and allowed us to identify, prioritize, and better understand which elements of the client’s website needed attention. At the same time, analysts began to evaluate data pertaining to conversion rates, site speed, bounce rate, and average order value. At the conclusion of this initial audit, PeakActivity identified the following as major site performance issues: 

• User Experience: The overall site was aesthetically and functionally dated and hadn’t been optimized since it was originally built years earlier. In particular, the homepage—the literal “first impression” of the brand—was heavy on imagery which brought load times to a crawl.

• Digital Strategy: While the client was actively running t.v. spots and had in-store signage, from a digital perspective there were serious gaps. Their website lacked marketing messaging, leaving it with little to no promotional value. Their email strategy was directionless, both in terms of messaging and cadence. However, before we could solve those problems and establish and implement a holistic digital strategy we needed to deal with basic site performance issues, like load times and conversion rate. We even recommended to the client that they pause all paid media until the site was where it needed to be from a functional perspective.

• Analytics: The client lacked the resources, both human and technological, to implement any meaningful degree of analytics, which prevented them from gathering learnings on the fly. When we considered just how flawed the user experience was a concerted effort to incorporate analytics into the site would have gone a long way to alleviating many of the chronic performance issues that we identified.

• Talent: The client simply did not have all of the appropriate people they needed in order to support all of the functions necessary to establish and sustain success in the eCommerce space.

After experiencing seven consecutive years of declining online revenue due to a lack of strategic focus and significant technological challenges, our California-based furniture client turned to PeakActivity to transform its eCommerce fortunes from failing to fabulous.

 

 

INITIAL RESULTS

-45%

Bounce Rate

 

+58%

Conversions rate

 

+283%

Sales from Email

 

+322%

Traffic from Email

 

Let's Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals.

STAGE 2: DELIVER

As a result of conducting a thorough audit, sharing our learnings with the client, and creating a clearly-defined roadmap, the Deliver Stage is where we put our recommendations into action.

Redesigned User Experience: Created a highly intuitive, aesthetically pleasing user experience with seamless functionality at its core. The issues of inconsistent data and excessive use of imagery were fixed, creating a more logical, informative shopping experience. The checkout process was optimized to reduce cart abandonment and ensure a smooth purchase flow. These, as well as other UX fixes, ensured that the client now has a highly-effective eCommerce website that conveys a level of quality and adherence to today’s digital best practices.

Digital Marketing Strategy: PeakActivity implemented a number of marketing initiatives to drive potential customers to the newly reimagined website. First, we developed a brand style guide to ensure consistency of visuals and message across all communication channels, including web, store signage, and t.v. We also created photography best practices to better support all product details pages. And, we developed a comprehensive email plan built firmly upon strategic cadence and relevant campaign messaging.

Analytics: In addition to our initial site audit, we also conducted an analytics audit. As a result, we implemented a site-wide analytics tagging strategy which led to the development of a multi-faceted analytics dashboard, or “blueprint.”

This blueprint was deployed automatically every day and delivered to stakeholders, providing them with key metrics that allowed them to make informed business decisions. • Talent: We identified and assigned key eCommerce resources including some on-site that not only gave us the bandwidth to implement all of our recommendations but created an even deeper strategic partnership between ourselves and our client. The team included:

•  User Experience Specialist

•  Email Marketing Manager

•  Developer 

•  SEO Specialist

•  Analytics Specialist

•  Project Manager

“During our relationship with PeakActivity, we’ve seen steady YOY eCommerce growth. The eCommerce business for the company has grown upwards of 5x since we started our relationship in 2018. Not only has that growth been extremely helpful to the overall profitability of the company, we feel the residual effects in our brick and mortar stores now that customers can more easily research products and come in with a more informed idea of what they want.”

- Kate Bennet, VP Marketing & eCommerce
STAGE 3: ELEVATE

After incorporating our initial recommendations, and seeing such encouraging results, we shifted into the Elevate Stage of the engagement, explaining to our client that what we had done thus far was merely the first phase of optimizing their digital presence. And, that to create an even deeper online experience required a major technological shift. potential customers to the newly reimagined website. First, we developed a brand style guide to ensure consistency of visuals and message across all communication channels, including web, store signage, and t.v. We also created photography best practices to better support all product details pages. And, we developed a comprehensive email plan built firmly upon strategic cadence and relevant campaign messaging.

• eCommerce Replatforming: Moving the client’s website onto our “headless” eCommerce platform not only made for smoother, faster delivery, but it also provided an overall better experience than what more traditional eCommerce platforms could offer.

•  Associate Application: We are currently developing an application for in-store associates that would make for a more seamless digital experience. It would provide the associate with the ability to perform such in-store actions as filling and “cashing out” a cart, checking up-to-the-minute inventory, and scheduling deliveries.

•  Site Search: In order to drive more conversions we optimized their site search capability by making it much more user-friendly. 

INITIAL RESULTS

After implementing our multi-pronged launch of the “Cover-Up – Show Your Stripes” marketing campaign, we yielded the following results:

-45%

Bounce Rate

+58%

Conversion Rate

+283%

Sales from Email

+322%

Traffic from Email

Let’s Talk about Your eCommerce Strategy

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals

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Reimagining the Omni-Channel eCommerce Experience for Mor Furniture

Reimagining the Omni-Channel eCommerce Experience for Mor Furniture Get in touch
DREAM. DELIVER. ELEVATE.

Looking to build their online revenue channel, Mor Furniture turned to PeakActivity to transform its eCommerce fortunes from failing to fabulous.

STAGE 1: DREAM

The first order of business in the Dream Stage involved having candid conversations with stakeholders and employees, as well as listening to customer feedback. This gave us a comprehensive view of their customer journey and allowed us to identify, prioritize, and better understand which elements of the client’s website needed attention. At the same time, analysts began to evaluate data pertaining to conversion rates, site speed, bounce rate, and average order value. At the conclusion of this initial audit, PeakActivity identified the following as major site performance issues:

  • User Experience: The overall site was aesthetically and functionally dated and hadn’t been optimized since it was originally built years earlier. In particular, the homepage—the literal “first impression” of the brand—was heavy on imagery which brought load times to a crawl. Inconsistent typography and data were rampant. The checkout function was bleeding customers. In short, the user experience was the antithesis of what a user experience should be.

Client: Mor Furniture

Services Provided:

  • User Experience & Design
  • Digital Strategy
  • Email Marketing Strategy
  • Analytics
  • Talent Deployment
  • eCommerce Strategy
  • Platform Integration
  • Digital Strategy: While the client was actively running t.v. spots and had in-store signage, from a digital perspective there were serious gaps. Their website lacked marketing messaging, leaving it with little to no promotional value. Their email strategy was directionless, both in terms of messaging and cadence. However, before we could solve those problems and establish and implement a holistic digital strategy we needed to deal with basic site performance issues, like load times and conversion rate. We even recommended to the client that they pause all paid media until the site was where it needed to be from a functional perspective.
  • Analytics: The client lacked the resources, both human and technological, to implement any meaningful degree of analytics, which prevented them from gathering learnings on the fly. When we considered just how flawed the user experience was a concerted effort to incorporate analytics into the site would have gone a long way to alleviating many of the chronic performance issues that we identified.
  • Talent: The client simply did not have all of the appropriate people they needed in order to support all of the functions necessary to establish and sustain success in the eCommerce space.

After sharing our conclusions with the client, we created a carefully-considered roadmap that would not only help guide our efforts in solving the most pressing of issues but allow us to position our client for online success well into the future.

Let's Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals.

STAGE 2: DELIVER

As a result of conducting a thorough audit, sharing our learnings with the client, and creating a clearly-defined roadmap, the Deliver Stage is where we put our recommendations into action.

  • Redesigned User Experience: Created a highly intuitive, aesthetically pleasing user experience with seamless functionality at its core. The issues of inconsistent data and excessive use of imagery were fixed, creating a more logical, informative shopping experience. The checkout process was optimized to reduce cart abandonment and ensure a smooth purchase flow. These, as well as other UX fixes, ensured that the client now has a highly-effective eCommerce website that conveys a level of quality and adherence to today’s digital best practices. 
  • Digital Marketing Strategy: PeakActivity implemented a number of marketing initiatives to drive potential customers to the newly reimagined website. First, we developed a brand style guide to ensure consistency of visuals and message across all communication channels, including web, store signage, and T.V. We also created photography best practices to better support all product details pages. And, we developed a comprehensive email plan built firmly upon strategic cadence and relevant campaign messaging.
  • Analytics: In addition to our initial site audit, we also conducted an analytics audit. As a result, we implemented a site-wide analytics tagging strategy which led to the development of a multi-faceted analytics dashboard, or “blueprint.” This blueprint was deployed automatically every day and delivered to stakeholders, providing them with key metrics that allowed them to make informed business decisions.

Talent: We identified and assigned key eCommerce resources including some on-site that not only gave us the bandwidth to implement all of our recommendations but created an even deeper strategic partnership between ourselves and our client. The team included:

  • User Experience Specialist
  • Email Marketing Manager
  • Developer
  • SEO Specialist
  • Analytics Specialist
  • Project Manager

“During our relationship with PeakActivity, we’ve seen steady YOY eCommerce growth. The eCommerce business for the company has grown upwards of 5x since we started our relationship in 2018. Not only has that growth been extremely helpful to the overall profitability of the company, we feel the residual effects in our brick and mortar stores now that customers can more easily research products and come in with a more informed idea of what they want.”

- Kate Bennet, VP Marketing & eCommerce

INITIAL RESULTS

-45%

Bounce Rate

+58%

Conversion Rate

+283%

Sales from Email

+322%

Traffic from Email

STAGE 3: ELEVATE

After delivering positive initial results for the client, PeakActivity has started to identify additional growth opportunities for the client’s online business. With that in mind, the following initiatives have begun:

  • Digital Asset Manager (DAM) implementation: Created a centralized location for the client to store hundreds of images within RevCommerce.
  • Find-a-Course Enhancements: Optimizing the location module, enriching data to allow for increased findability, and overall aesthetic improvement.
  • Ongoing site UX Enhancements: Continue to identify and correct friction points in the customer journey.
  • Testing & Data Analysis: Continue to vigorously test and analyze data to identify other areas of the site that need to be improved.

Let’s Talk about Your eCommerce Strategy

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals

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A Holiday Shopping Season Like No Other

How a global pandemic is shifting the online shopping landscape.

It’s beginning to look a lot like Christmas. Decorations are starting to pop-up here and there while visions of deep discounts and door-buster deals dance in our collective heads. And, while the season may very well end-up looking shiny and bright, there’s a more-than-likely chance that it’s not necessarily going to feel that way.

To say that COVID-19 has impacted our lives is an understatement of epic proportions. It has changed everything about the way we live, work, travel, and, as will become obvious in just a few days, the way we shop.

According to Adobe Analytics, in 2019 Black Friday shoppers spent $7.4 billion online – a $1.2 billion increase over the previous year. And 61% of all online retail transactions last year were from smartphones (a 16% increase over 2018).

As for Cyber Monday 2019, customers spent $9.4 billion online – a 20% increase from 2018. Mobile transactions accounted for $3.1 billion in sales, a 46% increase over the previous year. Impressive numbers, to say the least. But, that was before COVID changed, well, everything. Just a few months ago Google stated:

“More than a third of U.S. shoppers who normally shop in-store for Black Friday say they won’t this year. And half of U.S. shoppers say the pandemic will affect how they’ll shop for the holidays this year.”

If that statement turns out to be true, online retailers could be in for a record-shattering online holiday shopping season. In anticipation, many brands have ramped up their online presence and are feeling more prepared than ever. Here are just some of the strategies and tactics marketers are implementing to make sure that their customers find that special something for that special someone as easily, and as safely as possible. 

Turkey Day Will Just Be About Turkey

If there’s one thing you could always rely on come Thanksgiving, it was that the big box stores would be open on Thanksgiving. Not this year. Walmart, Best Buy, and Target have all announced that their stores will be closed on Thanksgiving. Given that fact, most of their holiday sales and promotions will most likely reside on their respective websites. 

Instead of Punches And Kicks, Discounts And Clicks

Shoppers will no longer have to risk bodily harm by throwing themselves into a pre-dawn shopping scrum. Doorbuster deals and massive crowds cued up for high-ticket items will be replaced by online discounts that start sooner and last for a longer time. 

Oh, Good, Another Acronym

During the early days of the pandemic, common household items quickly ran out of stock. Unfortunately, one usually didn’t realize the item was out of stock until one was already standing in the store. This is why BOPIS (buy online and pick-up in-store) has become so popular. Expect more retailers to offer this service that puts customer safety and convenience first, while still making cash registers ring. 

Time To Go Shopping

Just like making a reservation at a restaurant, some stores may require customers to register for a specific shopping time slot. By doing so, it limits the number of people in the store at one time, making for a safer, and certainly more unique shopping experience. 

That’s Not A Bell That’s Ringing

Chances are good that when a phone vibrates this holiday season it won’t be a BFF – it will probably be a retailer. Remember, last year 61% of online Black Friday transactions were made on mobile devices. Many brands will continue to use SMS or push notifications to offer deals, and let shoppers know that their online/mobile order is ready for pickup.

When You Absolutely, Positively Want Free Shipping

One of the most effective ways for online retailers to move merchandise is by offering free shipping. Most retailers offer free shipping once you hit a certain dollar amount. Some offer an entire day where every purchase is shipped free of charge. But, this year, when so many will be unable to celebrate in person with family and friends, shipping costs will be even more top of mind with consumers. So, it’s probably a safe bet that retailers will be in even more of a giving mood when it comes to offering free shipping. 

Need assistance elevating your eCommerce business in this unprecedented holiday season?

Fill out the form below or visit our Web & eCommerce page for more information.

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How PeakActivity Helped a National Wine & Spirits Retailer Build an in-House Digital Team From the Ground Up


How PeakActivity Helped a National Wine & Spirits Retailer Build an in-House Digital Team From the Ground Up

Get in touch
DREAM. DELIVER. ELEVATE.

Four years ago, our client concluded that their digital ambitions would never be realized with the internal teams they had at that time. They came to PeakActivity to help refine their digital strategies and to build a strong team to execute against them.

STAGE 1: DREAM
The first step we took in the Dream Stage was to conduct a thorough audit touching on three key areas: the client’s staffing resources, the state of their progress towards reaching their eCommerce goals, and challenges that stood in the way of achieving those goals. As a result, we identified the following issues:
  • Insufficient Staffing: This was, by far, the most important challenge to overcome. The client simply did not have the people they needed to achieve their immediate eCommerce needs. Regardless of whatever strategies and tactics we put in place, their success would hinge directly upon finding and building the right team to execute them.
  • Outdated Thinking: Integrating new thinking and new approaches required a cultural change within the organization. Identifying ways to bring about that change with as little friction as possible, was a key challenge to overcome.

Client: Wine & Spirits Retailer

Services Provided:

  • Staffing
  • User Design & Experience
  • Website Development
  • Mobile App Development
  • eCommerce Strategy
In a series of frank, collaborative sessions, we discussed these challenges openly and began to craft a roadmap for moving forward.  While the Client’s immediate needs were the focus of our initial engagement, we also talked about the future. Unencumbered by timelines and budgets, we brainstormed the client’s hopes and dreams for their business, and how PeakActivity could help achieve them. But first, we had a team to build.

Let’s Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals. 

STAGE 2: DELIVER

With priorities clearly defined and a carefully constructed project roadmap in hand, PeakActivity took its first critical steps on the path to creating a future-looking eCommerce practice for our client.

  • Expert Talent: First and foremost, we immediately tapped into our vast network of on-site and off-site talent resources, ultimately identifying and deploying a dedicated team of 40+ world-class eCommerce experts from such companies as Apple and Office Depot, which included:
    • Director-Level Management
    • User Experience (UX) Designers
    • User Interface (UI) Designers
    • Product Managers
    • Mobile Developers
    • Quality Assurance Analysts

It’s worth noting that the members of the team not only had to excel at their core skill sets, but do so while adhering to and developing code for complex state and local laws governing the sale and delivery of alcoholic beverages.

We then established an Innovation Hub in which the team could work as a single, unified unit focusing solely on developing and nurturing their ideas to their fullest potential.    

Locating this Innovation Hub away from the corporate offices allowed us to side-step some of the cultural barriers to innovative thinking, and fostered the kind of start-up energy that has produced consistent results over the years. We are proud to say that the agile approach to the work, combined with the experimental energy of the Innovation Hub have contributed to creating a synergy between corporate and Innovation that have produced outstanding results in the following areas: 

  • Consumer-Facing Mobile Application: The assembled team immediately began work on developing a robust consumer-facing mobile app offering customers the enhanced convenience of either in-store or curbside pick-up, as well as home delivery. 
  • In-Store Associate Applications: The team also developed multiple in-store apps for associates that improved productivity, inventory control, pick/pack/ship or customer pick-up processes, and receiving. These processes were previously performed via a 10-year-old legacy system and paper forms and binders.
  • Enhanced B2C Website: Select improvements to the client’s website offered customers a more intuitive user experience. This was supported by digital marketing strategies designed to address immediate needs, as well as lay the groundwork for future marketing efforts.

INITIAL RESULTS

By providing a full complement of talented team members and arming them with the right digital tools, we were able to achieve the following initial results:

+80%

Overall conversions

+116%

New visitors conversions

-195%

Reduced bounce rate

STAGE 3: ELEVATE

The initial results provided us with more than just numbers: they were promising signs that we were on the right track towards completely transforming our client’s eCommerce business. Today, we continue to gauge our client’s talent needs in order to meet their growing eCommerce goals, as well as prepare them for new opportunities—such as modernizing and digitizing their receiving processes on the store side and continuing to push the envelope in B2C mobile and web enhancements. 

This engagement once again reminds us that, the success of anything—particularly in business—still hinges upon having the right people in place. And, that technology is simply a tool. But, when wielded by the right people, and the right partner, that tool can accomplish amazing things. 

Let's Talk About Your Talent Needs

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals.

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Capturing Minds: Augmented Reality & Cognitive Performance

 

As we have covered in our recent blog posts, the adoption of Augmented Reality is far ahead of schedule compared to expert predictions. With more AR experiences flooding the marketplace, the competition for valuable real estate in a customer’s mind will reach an all time high. The highly interactive nature inherent to AR experiences will present a unique opportunity to create lasting imprints in the minds of your customers. In other words, you can create memories designed specifically for your target market. To understand how to best capitalize on this innovative emerging technology, one must first come to understand how AR influences cognitive performance. 

 

Duration, Path, Outcome

Our brain is divided into two distinct sectors: conscious and unconscious. The conscious side is continuously processing information, looking at possible outcomes, developing predictions, and assessing the world around us. The information it perceives as “non-prioritized” is sent to the unconscious sector.

This process of Duration, Path, Outcome is constant now more so than ever via the seemingly endless scrolling through social media feeds. Our brain is actively passing actions to automation mode while searching for a dopamine fix. 

This brain process is simply broken down to Signals vs Noise. 

Memory Creation & Plasticity

Emerging Technology allows for a further push on brain plasticity, or the ability for the brain to be shaped and molded. When looking at AR, VR, Spatial Computing, or any form of interaction with technology, there are significant signs that the brain is stretched and able to rewrite former engrained paths and their outcomes.

The goal of every experience should be the creation of new memories. Using this as our foundation and core Key Performance Indicator (KPI) creates the desired interaction between technology and the user. If our desired effect is to create a memorable moment, the brain is at the focal point of our interactions. Immersive and impactful experiences will be tied directly to the Signals, rather than more Noise. 

Tying It All Together

Creating Signals is the key to obtaining valuable brain real estate.  While creating more Noise will further distance a company from its desired outcome. 

But, we have always done it this way…

Consumers are currently on Noise overload. They are being bombarded from all angles, whether it be from mobile apps, social media, or eCommerce websites. Experiences are all the same and what was once amazing is now normal. Everything is blending together.

Creating experiences that push past the brain’s dismissive functions is the core of our team’s purpose. Creating memories will be realized through the use of  Emerging Tech. At PeakActivity, we help you build Signals that will allow you to own the most valuable real estate in the world: inside a consumer’s mind.  

Want to learn more about the implementation of Augmented Reality and how it can help your business?

Fill out the form below or visit our Emerging Tech & Innovation page for more information.

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PeakActivity Establishes Partnership with Cloud Computing Leader

Marketing and Technology Company Joins Forces with CloudHesive to Bring a Fully Packaged eCommerce Platform to Their Customers.

BOYNTON BEACH, FL, OCTOBER 2020 – South Florida based PeakActivity recently announced its strategic partnership with CloudHesive, an Amazon Premier Partner specializing in the cloud technology space. 

PeakActivity manages a robust eCommerce platform that drives their customers’ online presence and eCommerce revenue. Partnering with CloudHesive takes PeakActivity to the next level of maintaining and securing this platform, as well as providing an end-to-end solution to new customers as a single service offering. Knowing that everything from software features and security, to management and deployment processes will be managed by a single team provides customers with peace of mind.

“We’ve worked on some projects with CloudHesive for a couple of years now, involving infrastructure set up, management, and recovery,” said Manish Hirapara, CEO of PeakActivity. “When it comes to establishing relationships with potential business partners we look for those who tend to share the same level of commitment towards customer satisfaction and innovation that we do. It didn’t take long to realize that we found that kind of partner in CloudHesive.”  

“CloudHesive is a customer focused organization and we partner with others that share our values and focus,” said Jim Walker, CEO of CloudHesive. “We want to work with other organizations that share the values of customer obsession, integrity, and doing the right thing for our customer base. PeakActivity has proven that they share these values with CloudHesive.”  

PeakActivity is a technology and marketing company focused on helping businesses achieve long-term, profitable, and scalable growth through better insights, superior talent, and game-changing technology. Utilizing a three-step approach (Dream, Deliver, Elevate), we partner with businesses to accelerate growth through digital innovation while working in a highly communicative, embedded team model. That means clients get dedicated, cross-functional teams that work in tandem with client resources to deliver quick wins tied to long-term strategy. PeakActivity takes pride in our broad and deep expertise, spanning a range of industries and offering a wellspring of experience in design, engineering, technology, and marketing.

CloudHesive is an Amazon Web Services Premier Consulting Partner headquartered in Fort Lauderdale, Florida with offices in Buenos Aires, Argentina and Santiago, Chile.  We are a customer obsessed organization which is driven by delivering innovative cloud solutions.  Our customers come to us for assistance migrating, securing, and managing mission critical platforms in the cloud. These platforms include niche business solutions built on top of Amazon Connect, Amazon Workspaces, and our standard managed services offering. CloudHesive is focused on driving incremental value to our customers. 

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After Market Automotive Parts Manufacturer is an industry leader in automotive filtration and technology.

DREAM. DELIVER. ELEVATE.

How PeakActivity helped an After Market Automotive Parts Manufacturer drive conversion & become a full-throttle D2C eCommerce business.

A year after implementing an agency redesign, our client saw a precipitous decline in site conversion & revenue.
PeakActivity was called in to get them back in the race.
STAGE 1: DREAM

To begin the Dream stage we performed a User Experience (UX) audit and an analytics audit to dive deeper into the challenges they were facing. An array of problems were uncovered, most notably the following:

Checkout: Issues related to checkout causing customers to abandon at higher than expected rates

Search: Poor guided-search implementations and confusing search results displays that negatively impacted product fundability

Design: Design-over-function issues created visual confusion for customers resulting in increased bounce rates

Site Speed: Overall site speed issues, with page load times running in excess of 6 seconds

Site Analytics: Gaps in data made for incomplete or problematic reporting

Business Processes & Communication: Multi-agency engagements across teams led to breakdowns in communication

A series of Collaborative Visioning sessions yielded a Phase 1 Roadmap along with wireframes and comps to begin correcting these issues. They established the nature and cadence of the agile implementation and clearly defined expectations for the client. The sessions were also a springboard to dream beyond the immediate need, and to start to imagine the future of their online presence.

Let's Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals.

STAGE 2: DELIVER

With the Roadmap pointing the way, the PeakActivity UX team socialized clickable prototypes of key user flows to get directional feedback to help guide the technical implementation. The areas of the site addressed in Phase 1 were:

Checkout: Critical flaws and inconsistencies in checkout were remedied, thereby growing conversions

Header | Search (parts configurator) Redesign: Parts configurator was decoupled from header allowing each to function optimally

Category landing pages: A page structure heavy in graphics and high-level messaging was re-designed allowing customers to more quickly get to product

Site Speed: By optimizing files and re-designing pages, site speed was enhanced

Site Analytics: PeakActivity implemented A/B Testing programs, which worked to enhance customer experience and cultivate brand loyalty.

Business Processes & Communication: PeakActivity began the process of unifying teams and processes, yielding greater efficiencies across the board

Search Engine Optimization: PeakActivity increased organic and paid search results by refining on-page SEO measures, creating unique landing pages, and improving search rankings.

Conversion Rate Optimization: PeakActivity analyzed the points at which customers were abandoning carts, then optimized site paths to improve conversion rates.

“ I’ve found Peak Activity to be on the leading edge of web development and design, analytics and social media. They’ve done amazing work with my client – an after-market automobile parts manufacturer – on both the ecommerce digital structure and with social media. I highly recommend them to anyone looking for top-drawer results with all things digital.”

- Scott Koerner, Chief Marketing Officer at Chief Outsiders

INITIAL RESULTS

Through this engagement, PeakActivity delivered results that drove increases across key metrics for our client in order to make them successful and achieve their professional goals.

12%

Increase in site traffic

29%

Increase in site conversion

33%

Increase in revenue

45%

Increase in transactions

83%

Sessions from eMail

72%

Sessions from social media

STAGE 3: ELEVATE

After delivering positive initial results, PeakActivity has continued to keep an eye on future growth opportunities for our client’s D2C business. To that end, the following initiatives have begun:

  • Email Program: Providing strategic direction, as well as marketing and design execution 
  • Migration of site from legacy system to a modern eCommerce system: Moving from a sluggish, unwieldy eCommerce platform to XXXCommerce, a flexible way to build, optimize, connect and manage their content, merchandising and commerce for now and the future.
  • Ongoing site UX enhancements: Continue to identify and correct friction points in the customer journey
  • Testing & Continue improvement: Continue to identify and correct friction points in the customer journey, and enhancing the site UX accordingly

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Reach out and let’s get you on a path to greater success.

Having a giant email list might look great on paper, but bombarding thousands of people with unwanted emails is super annoying–probably not the best way to gain customers. Your email list should be a collection of email addresses gained by engaging with potential customers through lead-generating campaigns. Sometimes reducing your email list of customers who aren’t interested is one of the best things you can do to gain the support of your loyal customers. If you are looking to grow, offer in-store opt-ins and include social sharing buttons to increase the chance that visitors will subscribe. If you create multiple, targeted subscription types, you’ll increase the chance that visitors will subscribe to one of them.
Make your email marketing campaign less spam-like by making sure that each email has a definite purpose. By creating a marketing email calendar, you plan and run a mix of content. Promotional emails can include any offers that your users might find beneficial. Email is a great opportunity to incentivize customers with promotions. If you can get them in the door, you can share what you have to offer, and what differentiates you from competitors. Additionally, all of your blog posts, white papers, and anything else you have to offer can be shared via email. The content will change, but email gives you the flexibility to always be relevant and specific. By making a plan, you won’t accidentally send a ridiculous amount of emails to the same people, and each email can contain something your customers want to receive.

Conclusion

PeakActivity happens to be pretty great at creating email marketing campaigns for our customers. We’ve successfully implemented non-spam like email campaigns for quite a few companies. One of our customers even saw 76.5% revenue growth by partnering with us. Visit our website for more information.
After delivering positive intial results for K&N, PeakActivity has continued to keep an eye on future growth opportunites for K&N’s D2C business. To that end, the following initiatives have begun:
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Digital Disruption: Review, Align, Attack

You can embrace the changes that come with market disruption. Here's how.

Q: Are you leveraging market changes to grow your business?
A: Steal market share with a 3 step method for quick & effective digital solutions.

“Right now is the perfect time to think about a new paradigm,” explains PeakActivity CEO, Manish Hirapara. “Once you embrace change, it becomes a catalyst for growth.”

In the current market, businesses are hard-pressed to find solutions that meet consumer demands. It’s not enough to be online—companies must have a digital presence that’s adaptive, value-driven, and consistent across platforms.

How is digital disrupting business models?
Digital disruption occurs when new technologies create a shift in the marketplace. For example, digital entertainment subscriptions created a monumental disruption in how we access and enjoy movies and television. More recently, retail and food industries were upended when social-distancing measures became mandatory. Suddenly online ordering and eCommerce solutions became essential. The best thing businesses can do when challenged by disruption is to embrace change. Lean into new technologies. Enter new markets. And earn a reputation for ingenuity.

The New Rules for Marketing Your Brand

Quickly and effectively. Market changes are opportunities for businesses to ask questions and offer new solutions for customers. In many ways, the success of digital transformation relies on a company’s ability to embrace it.
  1. Review. Start by identifying immediate needs and evaluate the industry landscape. For an even wider view of the market, look for adjacent industry trends and new ways to generate revenue. “Take a look around,” Manish suggests. ”Be systematic in your approach” and get a full scope of how to make improvements. It’s also important to weigh the long-term value of digital changes to ensure that they can deliver beyond the issue at hand.
  2. Align. “Once you’ve figured out where you stand in the landscape, figure out how to align yourself with where things are going,” Manish explains. Alignment means that leaders must accept the changes and explore new paradigms for commerce. Think through potential products and services to be offered in light of market changes. The key to alignment is getting senior leadership involved to understand any financial impacts and to seek out a middle ground. From there, a business can figure out how to go to market. 3. Attack “Whether you’re a solopreneur, a retail location, a restaurant—it doesn’t matter,” says Manish. “Digital is a place where you should be investing, no matter what.” To make an impact, work out a strategy and strike while the iron’s hot. When there is an opportunity to steal new market share, pursue it with vigor, and be ready to adapt to new environments.
  3. Attack. “Whether you’re a solopreneur, a retail location, a restaurant—it doesn’t matter,” says Manish. “Digital is a place where you should be investing, no matter what.”

    To make an impact, work out a strategy and strike while the iron’s hot. When there is an opportunity to steal new market share, pursue it with vigor, and be ready to adapt to new environments.

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How to Measure the Impact of an A/B Testing Program

A/B Testing Program Overview

Below you will find an approach on how to better attribute and measure the impact of an A/B Testing program. If you find yourself asking any of the following questions, throughout your A/B Testing journey then you have come to the right place.

Problem Statements

What is the dollar value of an A/B Testing program?

How long should we attribute incrementality for the “go-forward” winning experience running at 100%?

How can I make sure I am running meaningful tests?

We are running all these tests but I am not seeing it hit my bottom line.

Benefits of a Positive Workplace Culture

What

This document is designed to show the total incremental revenue gained/lost for all tests run. This approach uses revenue per session as the primary metric to determine incremental revenue. 

“All data has its beauty, but not everyone sees it.”
Damian Mingle

How

This is a winning A/B test that ran at 50/50 for 35 days. 

STEP 1 - Calculate revenue per session

Control RPS = (Control Sales: $2,081,976 ÷ Sessions: 62,000) = $33.58
Test RPS = (Test Sales: $2,181,976 ÷ Sessions: 62,754) = $34.77

STEP 2 - Calculate AVG Sales Lift

Avg Sales Lift = ( $34.77 ÷ $33.58 ) -1 = +3.54% NOTE: It’s important that this metric is at statistical significance( >95% confidence).

STEP 3 - Calculate the cost of running test

Explained: If the control sessions were to receive the test variant we would expect to get the same sales lift that the test variant received. Cost of running test = ( Control Sales: $2,081,976 * Avg Sales Lift: 3.54% ) = $73,783

STEP 4 - Calculate multiplier for traffic split

Explained: This is more important for multivariate tests. Standard A/B or 50/50 test uses a multiple of 2x. This is needed to forecast what this experience will receive while running at 100% Total Sessions = 62,000 + 62,754 = 124,754 Control Traffic Distribution = 62,000 ÷ 124,754 = 49.7% Test Traffic Distribution = 62,754 ÷ 124,754 = 50.3%

STEP 1 - Calculate revenue per session

Control RPS = (Control Sales: $2,081,976 ÷ Sessions: 62,000) = $33.58
Test RPS = (Test Sales: $2,181,976 ÷ Sessions: 62,754) = $34.77

STEP 5 - Calculate Value of the Change if Rolled Out 100%

Value = (Cost of running test $73,783 * Multiplier 2.01) = $148,463

STEP 6 - Calculate Value Gained from Testing Period

Value = (Cost of running test $73,783 – $148,463) = $74,680

STEP 7 - Forecast Incremental Revenue for Experience at 100%

Test Duration = 35 days Avg Sales Per Day = ($148,463 ÷ 35) = $4,241 Projection = ($4,241 * 120 days) = $509,018 Explained: We recommend a 120 day forecast due to the always changing ecosystem. customer behavior, seasonality, promotions, site re-designs, development updates, and further A/B Testing make it difficult to expect consistent incremental lift for more than 120 days. You may also choose to run a winning test at 90/10 or 95/5 so you ensure that the experience is not negatively impacting KPI’s over time.

STEP 8 - Calculate Overview Program Value

Program Value = ( Winning test + Losing tests + Cost ) Winning test: Steps 1-7 Losing tests: Steps 1-3 negative number. Cost: We found that it costs ~$8-10K per test after meetings, creative design, test plans, analytics, development, and QA. For accuracy, we recommend that each program does their own cost calculations.

Summary

As we start running more tests we will want to show that the program is profitable. Using this process we can keep track of our win/loss ratio, our incrementality, goals, and more. This can validate that we are running impactful tests with meaningful hypotheses.

Not all tests will have RPS as a primary metric however we feel it should still be reported in the same fashion. This attribution model is not meant for all A/B practices however, all A/B practices should have some sort of program overview in place.

Useful excel formulas
Statistical Significance
NORMSDIST(ABS( test avg sales – control avg sales)÷√ ( test std sales^2 ÷ test sessions + control std sales ^2 ÷ control sessions )

Confidence Interval
CONFIDENCE.NORM (alpha 0.05, standard dev, size)

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