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Case Study_Moving from Paper to Online
Course: CSR 480, Fall 2011School: Purdue
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Word Count: 1610
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TRACK Case INDUSTRY Study: Moving from Paper to Online How ThomasNet reinvented itself after 100 years Todays agenda A little history Staying true to core business objectives Buyer centricity Building and improving products and services Measure everything Promote and market Continually improve w/ testing The VSET principle Continuing challenges Key take-aways A Little History Who is ThomasNet? Part of Thomas...
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TRACK
Case INDUSTRY Study: Moving from Paper to Online
How ThomasNet reinvented
itself after 100 years
Todays agenda
A little history
Staying true to core business objectives
Buyer centricity
Building and improving products and services
Measure everything
Promote and market
Continually improve w/ testing
The VSET principle
Continuing challenges
Key take-aways
A Little History
Who is ThomasNet?
Part of Thomas Industrial Network, a wholly-owned division of
Thomas Publishing Co; founded in1898
Family-owned, operated
350 employees at NYC headquarters; 400+ sales reps
nationwide
Online since 1995; 100% focus on Industrial Marketplace
Mission: Bringing Industrial Buyers together with Sellers
A Little History
Weve grown more in the
past 10 years than in our first
100 years.
Eileen Markowitz
President, ThomasNet
1898
1918-1995
1996-Present
Today
The Worlds largest Industrial Destination Site
The Stats
Over 650,000 companies listed indexed by
67,000 product and service categories.
Access to over 20 million CAD drawings and
hundreds of searchable product catalogs.
September highlights
3,170,383 user sessions this month
5,149,451 product/service searches
2,314,137 links to suppliers websites from ThomasNet
51,273 drawings were downloaded/inserted from suppliers
To be a destination site, you need to be
a trusted authority
(ThomasNet)for a historically print-based service with an over
100-year history to have converted to online so successfully is a
significant accomplishment and positions the company to continue
delivering attractive growth online.
Outsell
ThomasNet.com is one of the early pioneers of vertical search
in the Business-to-business segment
DM News
ThomasNet.com is the place to go if youre in the market for
industrial and manufacturing good and services.
Entrepreneur.com
Staying true to core
business objectives
Goal: Connect Buyers with Sellers
Manufacturers
Distributors
Purchasing
Agents
Engineers
MRO
Custom/Service
Providers
How we stayed true to our core objectives
Understand
Buyer/User
Research
Build relevant products/
Services to fill need
ThomasNet
Products/Services
Continually improve
w/ testing
Promote and Market
Measure
Everything
Understand
Buyer/User
Research
Build relevant products/
Services to fill need
ThomasNet
Products/Services
Continually improve
w/ testing
Promote and Market
Measure
Everything
Understand our buyers/users: Research
User-centered design is core to all product development at ThomasNet
A Day in the Life of
1.
Where do they currently look for products/services?
2.
What information is important to them when sourcing?
3.
What level of detail are they looking for?
4.
What frustrates them?
Traditional vs. Online
Different types of research
then
vs.
now
Direct mail surveys
On-site/online and email surveys
Focus groups
Online focus groups
In-person surveys (one-on-one)
Webcast surveys
One that has dramatically changed
Then: Traditional Focus Groups
Now: Online Focus Groups
Key benefit:
Rapid proto-typing faster to market
ThomasNet debuted its new Supplier
Comparison Functionality in record time
Online surveys help us to understand our audience
9 out of 10 buyers start with the Internet to source
products and services
Online Activities
Amount of Time Spent Researching
Products & Services
Researched
Products/Services
93%
Looked for
Companies
89%
Sourced or
Compared
Products
Purchased
Products
81%
Time Spent
Searching for
Products &
Services Online
Rest of
Work
Week
55%
Industrial buyers spend 8 hours a week looking for products and
services online
60% expect this number to grow next year
What industrial buyers look for online
9 0%
Product descriptions/specs
84%
Product pricing
72%
Product applications/uses
64%
Locations/distributors-Local
61%
Details on tech support
59%
Information about product suppliers
CAD drawings/plans
42%
On our clients website, product descriptions/specs and pricing are critical
Online sourcing leads to purchase
97% of buyers who researched or compared products online took
one or more actions either online or offline
Buyers After Conducting Research &
Comparison Phases Online
Made a Recommendation
Sent a Purchase Order
Sent an RFQ to a Supplier
86%
59%
56%
Key finding: disconnect in marketplace
What buyers need vs. what suppliers offer
74%
Product pricing
23%
72%
Details on tech support
38%
67%
Locations in my city
36%
64%
Shipping information
17%
64%
Online ordering
32%
58%
CAD drawings
13%
Information about suppliers
56%
24%
54%
Product articles
Product reviews
Buyers expect to find on supplier websites
37%
50%
29%
Suppliers providing on their sites
Heres what our research told us
Situation
Opportunities
User/Buyer
Spending more time sourcing
online
Increase speed and efficiency of site
Sourcing online is not easy when
looking for complex information
Provide more company information
in relevant categories.
Difficulty accessing relevant
suppliers
Detailed information missing
Sites difficult to navigate, take
action
Anonymity critical
Develop products/services that
enable suppliers to help buyers
display information and easily
navigate.
Audit site keep Privacy key
Heres what our research told us
Situation
Client/Supplier
Knowing key places buyers
source online
Opportunities
Educate suppliers on where buyers
go first reps, workshops, etc.
Website falls short of detailed
specs and navigation
Help supplier build websites, catalogs
and CAD drawings that buyers want
Proving ROI understanding
metrics
Produce tool to help suppliers identify
conversion actions and measure
activity
Inexperience online
Educate through sales force and
regular communication
Understand
Buyer/User
Research
Build relevant products/
Services to fill need
ThomasNet
Products/Services
Continually testing
Promote improve
w/ and Market
Measure
Everything
Back in 1905
Content is
KING
Local search
100 years ago
Moving into the 80s
We did it all in the 80s but look what it cost us!
Today.
Users are online and demand more current, complete, and specific
information. This need continues to grow.
Andthats exactly what were delivering
Today.
Choice of search by product,
company, brand or CAD model
Network,
talk shop
in Forums
Search by product or browse
categories --- nationwide or local
Modify results
within a category
Compare and select
suppliers instantly
Narrow down by companies with
online catalogs
Identify suppliers by state or
within miles of your location
Identify suppliers by type of certification
Search by type of company in addition to minority or
disadvantaged business classification
Browse related
categories
Additional growth areas
An online newsroom with an average 100 new product
articles posted daily
Available by RSS feeds, Google, Yahoo, etc
Daily, weekly, monthly product alerts in nearly 100
industrial categories
Bi-weekly blog
Bi-weekly industry newsletter
Expand internationally, site translation
The Disconnect identified from research
helped us develop a suite of web solution
offerings to help connect buyers and sellers
#1 Website Design and
Development (Custom and
template)
#2 Online catalog and e-commerce
publishing tools --- all custom
designed.
#3 Online CAD Drawings
-- Online CAD Viewing Solutions
-- Dynamic Online CAD Solutions
#4 Website Tracking
Web Traxs:
Market Intelligence to help clients manage their sites
performance
Understand
Buyer/User
Research
Build relevant products/
Services to fill need
ThomasNet
Products/Services
Continually improve
w/ testing
Promote and Market
Measure
Everything
Measure everything
Does the product meet business objectives?
1. Quantitative user online surveys
2. Traditional and online user focus groups
3. Web Analytics
1. Client side
2. User side
Measure everything
Does the product meet business objectives?
Print
Online
Reader service cards
On-site surveys
Direct mail surveys
Email surveys
Focus groups
Online focus groups
Dedicated 800#
Dedicated 800#
Web analytics: online
tracking tools*
Eye tracking studies
*Know Conversion actions up front so you know what to measure
Examples of online measurement tools
Internal analytics with WebTrends
Off-site analytics
Tracking 5,000 sites with Web Traxs
User satisfaction surveys
Eye tracking studies
Web Trends used
for inside analytics
Web Traxs used for
off-site analytics
used to measure
ROI with clients
Custom built for and
by industrial companies
Eye
Tracking
Studies
Understand
Buyer/User
Research
Build relevant products/
Services to fill need
ThomasNet
Products/Services
Continually improve
w/ testing
Promote and Market
Measure
Everything
Promote and Market
Traditional
Online
Direct mail
Fax blasts
E-mail and newsletters
(RSS feeds, Product news
alerts)
Print Magazine/directory
ads
Online Banner, Tile ads
Trade Shows
Virtual trade shows
Telemarketing
Voice Recordings
SEM:
Search engine optimization
Pay per click
Online auctions
Catalogs/Brochures
Interactive catalog/Videos
Product inserts/samples
Full specs and drawings
Testimonials
Online video clips
Understand
Buyer/User
Research
Build relevant products/
Services to fill need
ThomasNet
Products/Services
Continually improve
w/ testing
Promote and Market
Measure
Everything
Continually improve through testing
and usability studies
Keep asking what makes
your users click?
Multivariate testing and
search page analysis
H
I
A
B
K
J
C
F
D
E
G
Testing creative
Principles employed:
1.
2.
3.
Must not compromise user
experience or traffic
Must improve conversions
Must be measurable
Experiment conducted from 6/19/07 to
8/6/07
43 tests performed
16 variables
85 values
Over 1 billion template
permutations analyzed
Winning creative outperformed control by 16.2%
Control (Creative 420)
Winner (Creative 506)
Understand
Buyer/User
Research
Build relevant products/
Services to fill need
ThomasNet
Products/Services
Continually improve
w/ testing
Promote and Market
Measure
Everything
A powerful example of how
understanding buyers needs leads
to development of expertise
Buying actions provide guidance to suppliers
VERIFY
Can buyers instantly Verify they are on a site that
has the information they want?
SEARCH
Can buyers quickly Search for the exact products,
services and specifications they need?
EVALUATE
Can buyers easily Evaluate the information so
they can make a decision?
TAKE
ACTION
Can buyers Take action at every step of the way
to call, e-mail, send an RFQ or order?
Verify: Can easily find the different types of relays
(847) 441-2526
Narrow down your search, evaluate based on your needs.
(847) 441-2526
Ability to evaluate different relays = EXCELLENT
(847) 441-2526
Ability to evaluate even further, by comparing side by side
(847) 441-2526
Evaluate: All the tools needed to research the products
(847) 441-2526
Take Action: Multiple ways to contact you
(847) 441-2526
Understand
Buyer/User
Research
Build relevant products/
Services to fill need
ThomasNet
Products/Services
Continually improve
w/ testing
Promote and Market
Measure
Everything
Continuing challenges
Attracting even more users
Continuing to understand the user
Adding new distribution channels
Adding new products and services
Key take-aways
Keep focused on core business objectives
Its all about users and understanding their needs
The internet is not a product its a 24/7 sales channel
Research should dictate improvements and new
offerings
You cannot manage what you dont measure
Dont adopt technology for the sake of being cool;
focus on actionable improvements
Its constantly changing
Thank You
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