VANITIES WEB WALK

March 2014Bath Team

VANITIES & CABINETS L2Page Metrics: FW1-FW5(Weekly Avg)* Views: 60K Visits: 41K Exit Rate: 11.9% Bounce Rate: 16%** External Traffic: 20% Revenue Part.: $243K

How do they get here? 80% Internal Traffic

• Bath: 27%• Entered Site: 18%• Home Page: 7%• Bath Vanities: 7%• Vanity Combos: 5%

20% External Traffic• SEM: 54%• SEO: 26%• Email: 4.8%• Shopping: 0.9%• Affiliate: 0.8%

Where do they interact? Visual Nav: 37.3% Left Nav: 10.4% Content: 2.1% Search: 1.7% Hero: 1.6%

Where do they go from here? Bathroom Vanities: 32% Vanity Combos: 11% Exited: 10% Build Better Bath event: 6.8% Cabinets & Storage: 4.2%

What search terms do they use on this page? medicine cabinet vanity top bathroom vanity medicine cabinet mirror vanity tops

*Includes metrics pre- and post- taxonomy flattening**Includes BOT traffic

MOBILE PAGE VANITIES

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Landing Page for Vanities launched 11/14 in effort to help customers refine faster to product by featuring visual navigation options.

We saw a HUGE decrease in Exit and Bounce rates!

Page Metrics: FW1-FW5 (YoY) Visits: 76K (50K) Exit Rate: 18% (44%) Bounce Rate: 49% (59%) Revenue Part.: $76K ($23K)

Where are customers going from here? Special Values (Up to 40% off): 17.3% Vanities With Tops: 13% Search: 4%

How did customers get here? Bathroom Vanities, Sinks & Cabinets: 21% Home Page: 11% Search Results: 3.9%

YTD TOP VANITY PLPS (BY VISITS)

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- We flattened the taxonomy in FW4, therefore pages show up twice in the data (before and after flattening)

- The pages are the same, the paths just changed slightly

YTD Data Visits Page Views

Revenue Participation

Orders Participation

Bounce Rate

Exit Rate

bath>bathroom vanities, sinks & cabinets>bathroom vanities 267,036 743,279 $1,434,070.50 2,758 40.5% 22.7%bath>bathroom vanities, sinks & cabinets>bathroom vanities>vanity combos 232,329 709,263 $1,553,321.85 2,779 48.5% 28.1%bath>bathroom vanities, sinks & cabinets 197,718 309,781 $1,023,662.50 2,291 16.0% 13.2%featured products>build a better bath>vanities 161,512 400,624 $664,954.48 1,555 47.2% 26.8%bath>bathroom vanities & cabinets>bathroom vanities 137,392 350,723 $810,543.14 1,458 37.4% 25.5%bath>bathroom vanities & cabinets 129,956 209,077 $648,994.80 1,375 25.6% 15.5%bath>bathroom vanities & cabinets>bathroom vanities>vanity combos 124,057 357,109 $761,570.87 1,374 46.0% 27.7%bath>bathroom vanities, sinks & cabinets>bathroom sinks 77,334 126,757 $427,094.20 1,231 17.7% 6.4%bath>bathroom vanities, sinks & cabinets>bathroom vanities>vanity cabinets 75,653 181,267 $503,425.63 854 45.7% 26.9%bath>bathroom vanities, sinks & cabinets>bathroom cabinets & storage 59,235 111,060 $290,094.65 903 46.5% 21.5%bath>bathroom vanities, sinks & cabinets>bathroom cabinets & storage>medicine cabinets 48,002 121,525 $320,095.50 940 40.5% 33.8%bath>bathroom vanities & cabinets>bathroom vanities>vanity cabinets 38,676 88,801 $269,738.19 468 46.5% 26.2%bath>bathroom vanities, sinks & cabinets>bathroom vanities>special values 35,297 68,141 $407,831.45 840 55.8% 27.5%bath>bathroom vanities, sinks & cabinets>bathroom vanities>vanity tops & side splashes>vanity tops 35,129 87,256 $180,252.49 423 39.8% 27.9%bath>bathroom vanities & cabinets>bathroom cabinets & storage 32,959 59,205 $177,014.38 527 41.4% 20.8%

Totals before/after Flattening for Top 3 destinations:

- Bathroom Vanities 404,428- Vanity Combos 356,386- Landing page 327,674

YTD PLP TOP ATTRIBUTES

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Vanity Combos (i.e. Vanities with Tops) is our #1 visited PLP

VANITIES VISIT EXPERIENCE

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FEB 2014

JAN 2014

Reporting below is from a product level. Over 50% of customers who bought a vanity, saw a Category page during the purchase path. Over 70% saw a PLP. Our Mobile Product Views are very high, so we should ensure our mobile experience matches PC.

FORESEE CUSTOMER INSIGHTS – VANITIES

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- 77 customers took the Foresee survey in FW1-5

- YTD Customer Sat Score for Bath Vanities Overall (not page specific) was 69, compared to 70 sitewide.

- Compared to site averages, the Vanities category scored lower on all but 1 element (merchandising).

- Lowest ranked elements are:- Product Browsing- lowest scoring question with

6.2 score: please rate the ability to sort products by criteria that are important to you on Homedepot.com

- Navigation- lowest scoring question with

7.0 score: Please rate the options available for navigating HomeDepot.com

Site Avg is 70 for same timeframe

We are slightly below the site avg of 71 on

browsing

We are slightly below the site avg

of 73 on Navigation

FORESEE CUSTOMER INSIGHTS – VANITIES

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CUSTOMER NEXT STEPS

PRIMARY REASON

GOAL

INTERNAL SEARCH OBSERVATIONS

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Internal Search keywords and destinations:

- “Vanity(ies)”: Bathroom Vanities PLP

- “Bath Vanity(ies)”: Bathroom Vanities PLP

- “Vanity Cabinet(s)”: Search results page which lacks size and finish attributes

- “Vanity with Top”: Search results page which lacks size and finish attributes

- “Vanity without Top”: Search results page that lacks size and finish attributes

- “Complete Vanity”: Search results page that shows lighting

SEO SEARCH OBSERVATIONS

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SEO Google Rankings on select Bath Vanity keywords:

- #1 Vanity Combos (links to the Vanity Combo PLP)

- #1 “Vanity Cabinets” (links to Vanity Cabinets PLP, which don’t come with tops) Do customers refer to vanity cabinets as the entire vanity? Our current definition of “Cabinets” is that it lacks a top. I’m not sure this is the right approach for this term.

- #2 “Bath Vanity” (links to Vanities & Cabinets L2 page)

- #2 “Vanities with Countertops” (links to Vanities & Cabinets L2 page) consider sending to the Vanity Combos PLP

- #4 “Bath Vanities” (links to Vanities & Cabinets L2 page)

- #5 “Vanities without Countertops (links to Vanities & Cabinets L2 page) consider sending to the Vanity Cabinets PLP

- Is there anything we can do to improve the destination in the red highlighted bullets? Some of these may be better experiences if they went to the more specific PLP

Q4 SOCIAL INTEREST – MOST PINNED

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#1 MOST

PINNED!

#2 MOST

PINNED!

#4 MOST

PINNED!

#6 MOST

PINNED!

#7 MOST

PINNED!

#8 MOST

PINNED!

- 6 out of the top 10 sitewide Pinterest pins are Vanities

UPDATE OPPORTUNITIES• Now that we removed the L3 content

page, it’s time to fully update the L2• Expand visual nav (add pods for Single,

Double, Wall Mount) and include line lists for size/width ranges

• Add Style options back to L2• Consider renaming current nodes for

easier customer understanding– Vanity Combos to Vanities With Tops– Vanity Cabinets to Vanities Without

Tops

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COMPETITIVE REVIEW

OVERSTOCK.COM

• No landing page for vanities• Listed in Furniture flyout under

Bathroom Furniture• Free Shipping over $50• Have Cabinet Height in ranges in

left nav• Also call out snippets of product

reviews• Large lifestyle images

LOWES.COM

• Vanities & Vanity Tops landing page

• Visual Nav includes size breakouts

• Vis Nav includes collection call-outs

• PLP Banner for Promo

WAYFAIR.COM

• Vanities Landing page • Brief vis nav with lifestyle images• Section for Ideas & Advice –

Bathroom Remodeling• Featured Brands in vis nav

COSTCO.COM

• Is this a competitor we should watch? They showed up in top 10 of search (higher than amazon)

• PIPs include lifestyle/alt views

BUILD.COM

• Landing page vis nav is mix of product type and style

• How To & Idea Row• PLP has navigational banner plus one

pod for promo• Attributes extend a very long way

down the page• Features (2nd listed attribute) is

prominent – like “Soft Close Hinges”, “Soft Close Sides”

APPENDIX

FORESEE DATASitewide Foresee scores

Lowest elements for Vanities, specific questions

METRIC DEFINITIONS• Visits: Number of instances when a visitor navigates a website. A visit may consist of multiple page views. The visit

will continue until the visitor stops all activity on the site for 30 mins

• Exit Rate: Percent of visitors who click away to a different site from a specific page

• External Traffic: Percent of page traffic that originated outside of the website

• Bounce Rate: Percent of visitors who visit a single page and exit the page without taking steps to view any other pages on the site

• Revenue Participation Metrics: Participation Metrics give full credit to each value (page in this case) that “participates” in the flow leading to the designated Success Event. Participation metrics are useful to determine which pages, campaigns, or other custom variable values are contributing most to the success of your site. For example, if a customer navigates through five pages which result in a $1,000 purchase, each page is credited with $1,000 revenue participation.