Dr.
Squatch Soap Co. is based in California and best I can tell launched with a
Kickstarter campaign in 2016. Now they
have millions in sales direct to their website, mail-order, or through various
on-line retailers including amazon.com, wal-mart.com, and target.com. They are clearly using web analytics to help
drive their e-commerce business and I uncovered this two ways. One, I’m a customer so I have interaction
with the brand. They clearly retarget me
through the use of pixels after I’ve been on the site. They also have a strong facebook advertising
campaign with retargeting built into their spending. Second, Dr. Squatch has a pretty clear
explanation of data collection, personal information, and their policies
pertaining to all on their website. The
information is really buried. I actually
couldn’t find it by navigating their website and instead had to do a
search. Google brought the page up
immediately at the top of my search. The
terms and conditions page spells out what they capture and this includes but is
not limited to:
- - Site
usage
- - IP
address
- - Referral
URL
- - Browser
type
- - Operating
system type
- - Form
fills
- - Device
used
- - Mobile
network information
- - Number
of visitors
- - Frequency
of visitors
Dr.
Squatch also explains on this page how they use tools like cookies and pixels
to track consumer interactions with e-mail, the website, and their on-line
advertising (including mobile advertising).
It’s obvious to me they are using all these things. Since I’m a customer and I interact with the
website, and I’m on their e-mail list, I experience many different touch-points
with them. They will send me offers
after I have been browsing on the website.
They will send me reminders if I haven’t purchased in a while. All of these message are personalized to
exactly the things I’m interested in, and have been researching or shopping
for. The frequency of communication is directly
responsive to my interaction with their website and emails. The more I interact, the more they
communicate with me. This communication is
typically a smattering of all the things I mention above, including display
ads, facebook ads, and emails. I have
only bought direct from them twice, but I’ve also purchased their product from
amazon. I’m a prime member so shipping
is free, faster, and the product is the same price. The only limitation with ordering from amazon
is the selection is substantially less than ordering direct from Dr.
Squatch.
As
a marketer I think there are some considerations for them to improve using
their data here. First, I think they
could reach out to me and ask why I’m not a repeat purchaser. If they learned I ordered from amazon, then
maybe they could offer me free shipping and a broader selection. My interaction with any of their ads is
almost non-existent. Their ads
definitely drive brand awareness, and keeps them top of mind with me, but I
never “click” an ad. This is probably because
I just haven’t seen anything compelling.
They should consider A/B testing different creative executions,
messages, offers, etc… This is also a
way to uncover why I’m not a repeat shopper.
My guess is there are many others like me (that discovered the products
on amazon), and it could provide a nice boost to their profit to drive repeat
shoppers.
From
an on-page SEO perspective I see them having a fairly strong strategy
here. I actually took a couple of their
pages and ran them through Internet Marketing Ninjas SEO comparison tool. They have strong use of Head Tag Elements
with tags in URL’s and with Meta Descriptions.
I’ve included some charts below for reference. If I search directly for the brand term “dr
squatch”, all results provide a consistent ad copy result. Whether it’s their website, amazon, facebook,
or wal-mart the organic rankings have similar ad copy. This is likely driven by metrics that guided
them on how to do this.
Keyword
usage is in depth on their website, particularly the home page. Words like, natural, shipping, skin, soap,
squatch all appear numerous times to help them rank organically. Additionally, they have a great blog on their
site. Each page has good URL extensions
and lots of keywords pertaining to product, and the lifestyle they target. This includes words like natural, manly, men’s,
men, lifestyle, and of course all the key product words like soap, lotion, and
shampoo. The blog content is
diverse. By tracking the time on these
pages, and which specific pages, Dr. Squatch will learn what topics are driving
the most interest. This could be a good
indicator for language and keywords they could use in other places on the site,
and across all their advertising.
Organic should feed paid and vice-versa.
REFERENCES
Author, M.H.Fleischner
(2017). SEO Made Simple, Insider Secrets for Driving More Traffic to Your
Website. Middletown, DE: ©Michael H. Fleischner
Internet
Marketing Ninjas. Side-by-Side SEO Comparison Tool (2019, February 23).
Retrieved from: https://www.internetmarketingninjas.com/seo-tools/seo-compare/
Dr. Squatch
Soap Co. Website Terms and Conditions of Use (2019, February 23). Retrieved from:
https://drsquatch.com/pages/terms-conditions
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