STORES Magazine - July 2015 - 47


INCREASED CONVERSIONS
Frank & Oak reaches its market
with 15- to 30-second "pre-roll"
video content on YouTube, designed
to create a call to action to "shop
now." They're simple, show off a variety of styles with young male models and have keyword phrases such
as "accessible style," "personalized
service" and "refreshed monthly."
A simple template format allows
the ads to be tweaked with different styles and products to appeal to
different users based on their style
preferences.
Frank & Oak has been trying to
find a way to combine direct advertising and direct response. It was important for the company to be able to
measure not only pre- and post-click
sales but to determine the lifetime
value of each customer and costper-engagement statistics. Song says

simply counting the number of video
views doesn't provide much insight
into real performance.
"That's just about visibility - people have 'skip' buttons," he says. "We
measure success in the clickthrough
rate, order size [and] repeat orders
and then segment that."
The measure of performance includes the sign up rate and purchase
rate along with the cost of buying the
ad. Frank & Oak looks at all three to
determine the most optimal ads and
placements.
Preliminary results from the Frank
& Oak campaign with SourceKnowledge were promising: 57 percent
of sales directed through campaign
placements while 43 percent occurred
within five hours of watching the
video ad.
They also found that individuals
who had been exposed to the video

first were 84 percent more likely to
engage with a display ad than the
control group. Conversion rates from
"member" status (a user who creates
an account) to purchaser were 400
percent higher than normal. It was
also discovered that purchasers who
viewed the video ads were 10 percent
more likely to purchase within one
month; site members who purchased
through the test campaign spent 20
percent more than the site-wide average order value.
"We're testing different video formats and finding out what's working," Song says. "It's really helping us
become more performance-driven in
advertising."
Craig Guillot is based in New Orleans and
writes about retail, real estate, business and
personal finance. Read more of his work at
www.craigguillot.com.

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Table of Contents for the Digital Edition of STORES Magazine - July 2015

Top 100 Retailers
Retail People
No Flash in the Pan
Lost and Found
C2W
Editor's Page
President's Page
Retail Politics
NRF News
POV
NRF Communities Update
End Cap
Trends
Online
Technology
Human Resources
Social Media
Merchandising
Software
Finance
Marketing
Personnel
Operations
STORES Magazine - July 2015 - Cover1
STORES Magazine - July 2015 - Cover2
STORES Magazine - July 2015 - 3
STORES Magazine - July 2015 - 4
STORES Magazine - July 2015 - 5
STORES Magazine - July 2015 - Editor's Page
STORES Magazine - July 2015 - 7
STORES Magazine - July 2015 - President's Page
STORES Magazine - July 2015 - 9
STORES Magazine - July 2015 - Retail Politics
STORES Magazine - July 2015 - 11
STORES Magazine - July 2015 - NRF News
STORES Magazine - July 2015 - Trends
STORES Magazine - July 2015 - 14
STORES Magazine - July 2015 - 15
STORES Magazine - July 2015 - 16
STORES Magazine - July 2015 - 17
STORES Magazine - July 2015 - 18
STORES Magazine - July 2015 - Top 100 Retailers
STORES Magazine - July 2015 - S2
STORES Magazine - July 2015 - S3
STORES Magazine - July 2015 - S4
STORES Magazine - July 2015 - S5
STORES Magazine - July 2015 - S6
STORES Magazine - July 2015 - S7
STORES Magazine - July 2015 - S8
STORES Magazine - July 2015 - S9
STORES Magazine - July 2015 - S10
STORES Magazine - July 2015 - S11
STORES Magazine - July 2015 - S12
STORES Magazine - July 2015 - S13
STORES Magazine - July 2015 - S14
STORES Magazine - July 2015 - S15
STORES Magazine - July 2015 - S16
STORES Magazine - July 2015 - Retail People
STORES Magazine - July 2015 - 36
STORES Magazine - July 2015 - 37
STORES Magazine - July 2015 - No Flash in the Pan
STORES Magazine - July 2015 - 39
STORES Magazine - July 2015 - 40
STORES Magazine - July 2015 - Lost and Found
STORES Magazine - July 2015 - 42
STORES Magazine - July 2015 - 43
STORES Magazine - July 2015 - C2W
STORES Magazine - July 2015 - Online
STORES Magazine - July 2015 - 46
STORES Magazine - July 2015 - 47
STORES Magazine - July 2015 - Technology
STORES Magazine - July 2015 - 49
STORES Magazine - July 2015 - Human Resources
STORES Magazine - July 2015 - 51
STORES Magazine - July 2015 - Social Media
STORES Magazine - July 2015 - 53
STORES Magazine - July 2015 - Merchandising
STORES Magazine - July 2015 - 55
STORES Magazine - July 2015 - Software
STORES Magazine - July 2015 - 57
STORES Magazine - July 2015 - Finance
STORES Magazine - July 2015 - 59
STORES Magazine - July 2015 - Marketing
STORES Magazine - July 2015 - 61
STORES Magazine - July 2015 - Personnel
STORES Magazine - July 2015 - 63
STORES Magazine - July 2015 - 64
STORES Magazine - July 2015 - 65
STORES Magazine - July 2015 - Operations
STORES Magazine - July 2015 - 67
STORES Magazine - July 2015 - 68
STORES Magazine - July 2015 - 69
STORES Magazine - July 2015 - 70
STORES Magazine - July 2015 - 71
STORES Magazine - July 2015 - POV
STORES Magazine - July 2015 - NRF Communities Update
STORES Magazine - July 2015 - End Cap
STORES Magazine - July 2015 - Cover3
STORES Magazine - July 2015 - Cover4
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