1. VANITIES WEB WALK March 2014 Bath Team

2. VANITIES & CABINETS L2 Page 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

3. MOBILE PAGE VANITIES 3 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%

4. YTD TOP VANITY PLPS (BY VISITS) 4 -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 Totals before/after Flattening for Top 3 destinations: -Bathroom Vanities 404,428 -Vanity Combos 356,386 -Landing page 327,674

5. YTD PLP TOP ATTRIBUTES 5 Vanity Combos (i.e. Vanities with Tops) is our #1 visited PLP

6. VANITIES VISIT EXPERIENCE 6 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.

7. FORESEE CUSTOMER INSIGHTS – VANITIES 7 -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

8. FORESEE CUSTOMER INSIGHTS – VANITIES 8 CUSTOMER NEXT STEPS PRIMARY REASON GOAL

9. INTERNAL SEARCH OBSERVATIONS 9 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

10. SEO SEARCH OBSERVATIONS 10 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

11. Q4 SOCIAL INTEREST – MOST PINNED 11 #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

12. 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 12

13. COMPETITIVE REVIEW

14. 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

15. LOWES.COM Vanities & Vanity Tops landing page Visual Nav includes size breakouts Vis Nav includes collection call-outs PLP Banner for Promo

16. WAYFAIR.COM Vanities Landing page Brief vis nav with lifestyle images Section for Ideas & Advice – Bathroom Remodeling Featured Brands in vis nav

17. 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

18. 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 (2 nd listed attribute) is prominent – like “Soft Close Hinges”, “Soft Close Sides”

19. APPENDIX

20. FORESEE DATA Sitewide Foresee scores Lowest elements for Vanities, specific questions

21. 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.