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title: "[ Avalon King ] - Brand Audit Summary"
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# [ Avalon King ] - Brand Audit Summary

## Website

- **April 1- May 15, 2022 (not accounting for Memorial Day sale)**



- **March 1-April 15, 2022 (not accounting for volume spike on April 16th above)**


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Overall, I feel the website is severely underperforming compared with the quality and reviews of the product. In my opinion, focusing entirely on improving the customer experience of the website will be the single greatest driver of revenue and profit for Avalon, especially when considered with the current macro performance of the company and the amount of referrals.

All advertising algorithms optimize based on the 'Perceived Conversion Rate' of the website, which is a weighted variable for the conversion rate over time. Focusing on improving the website will have compounding effects of efficiency across the entire company.

Avalon's website is severely lacking in creative direction and product resonance. The collection page is not enticing and the product pages could use with a creative refresh and better copy written to explain the products. It is my belief this is one of the major reasons for the low conversion rate on the website, since customers are not convinced.


It is my recommendation that the focus on the website should be 'mobile first', since roughly 72% of traffic is mobile, and the site is currently converting at .66% for new mobile users, which is well below industry average.

Conversion Rate Optimization should be implemented as soon as possible to start moving the needle on the website and improve conversion rates.

**Simple math:**

- Assuming we have 100,000 users with a .75% conversion rate and a \$108 AOV we can estimate a gross revenue of \$81,000.

- If we improve the conversion rate by just 10%, we would expect a conversion rate of .82%.

- This same math works out to a gross revenue of \$89,1000, **an increase of \$8,100 in gross revenue**. At scale this works out to be a massive number, well worth the financial investment in a website improvement or rebuild.

**It is impossible to predict the actual percentage increase in conversion rates for brands as all industries are different, but from my experience I'd like to see a 2% conversion rate *minimum* with a complete website rebuild. This will fundamentally change Avalon Kings in terms of gross profit, efficiencies, and ability to drive scale.**

**Friction, Friction, Friction, and Free Shipping:**

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One of the things I noticed the most about Avalon Kings is the amount of 'friction' present between a user clicking on an ad and getting to the checkout page.

- I define 'friction' as:

- The mental hurdles necessary to make a purchase. This includes the amount of 'clicks' as a function of the amount of pages the user must load as well as the amount of mental calculations the user must make when determining their risk/reward ratios.

- Remember, humans are innately risk averse, especially when dealing with money and require a lot of trust built in order to blindly trust an online company **and** trust a product enough to install it on their new car (their 'baby').

**Quiz:**

We know the quiz 'works', but have we tried testing it against a regular discount opt-in pop up? From my experience, the *majority* of users have a very short attention span and don't necessarily have time or interest to complete a quiz. They just want to be told immediately *what* it is exactly they *need* and how to order. There are certain people who enjoy quizzes, but giving the users the option to navigate to a quiz vs opt-in **might** help decrease friction between a site click and a purchase.

**Free Shipping:**

A banner on the site that says "free shipping on orders above \$75" might help increase conversion rates. This is a simple A/B test. The more we advertise free shipping, the easier it is for the consumer to decide to make the purchase.

**Shop CTA:**

I'd like to test sending the homepage Shop CTA straight to the main product page. This will decrease the necessity for the user to view the collection page.

Return Policy:

- The current return policy is very strict and puts all of the risk on the customer\'s side, where they are responsible for shipping both directions and also must return the product in new and unused condition.

- R1 Coatings: Strict

- Chemical Guys: Strict

- Glidecoat: 'sale-able' condition?

- Due to the nature of your product, it might be challenging to offer a safer return policy, but it could drastically help improve consumer confidence and conversion rates which might offset the added costs and complexities of a more flexible return policy.

- At the very least, offering "free return shipping" will definitely help improve conversion rates by lowering friction.

**Creative Direction**

As competition in the advertising space increases and becomes more saturated content will become more important. The brands that leverage content the best will inevitably come out on top. Content is king, and the visual spectrum of the brand is the starting point of the customer shopping experience.

Investing some capital in more content that includes lifestyle content and high end in studio product photography as well as application process photography will greatly improve the customer experience. Humans are visual creatures and "seeing is believing".

This video was a **fantastic** example of how to utilize content and 'seeing is believing'. Videos like these should be easily accessible on the website, homepage, and product pages for the users to see the product in action and get them excited to purchase and apply it to their cars.

[<span class="underline">https://fb.watch/dqebZYL4qX/</span>](https://fb.watch/dqebZYL4qX/)

Has this video been used on YouTube yet? It might have a huge chance at converting as it captures the viewers attention and does a fantastic job at showcasing the product in action.

Adding some high end photography to the website will make Avalon King look more impressive and more high end and will increase user confidence.

**Easy Wins**

- **A/B Testing Homepage/Collection Page/Product Page**

- All pages should always be running at minimum one test to utilize as much traffic and data as possible. Easy wins to increase the conversion rate could be found by testing new home page creative against each other as well as A/B testing Shop Now colors and pages

- **5 Reasons Why**

- Creating a "5 reasons why you should ceramic coat your car" could really help for educating the customer and increasing revenue. This page is one of Ridge's top converting page and has very high quality content mixed with very clean design and a link direct to the collection page since they have a large selection of products, we could link directly to the main product page.

- [<span class="underline">https://www.try.ridge.com/5-reasons-fathers-day-gift-ideas</span>](https://www.try.ridge.com/5-reasons-fathers-day-gift-ideas)

- **Utilize Google's Artificial Intelligence**

- We didn't specially audit your ads, but I noticed you are running **only** manual shopping campaigns and manual search campaigns. We are entering the world of full AI driven media buying and Google has **the** most powerful algorithms in the world. We can use Google AI campaigns side by side with manual campaigns without worrying about them overlapping.

- Performance Max (Google's new Smart Shopping)

- Google Dynamic Search (AI driven search campaigns)