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Online leads & offline sales
Online

E-commerce
Offline

TV, Radio, …
Team
Team
Online

E-commerce
Offline

TV, Radio, …
Online

e-commerce
Offline

in- & out-store
Team
Team
€
€
Team
Team
€
€
Target
Target
Online

E-commerce
Offline

TV, Radio, …
Team
Team
€
€
Target
Target
Communication
Online

E-commerce
Offline

TV, Radio, …
voorbeeld reclame
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right whe...
Online

marketing
Offline

marketing
Team
Team
€
€
Target
Target
Online

marketing
Offline

marketing
Team
Team
€
€
Target
Target
Online

marketing
Offline

marketing
CMO CDO
Online

marketing
Offline

marketing
CMO CDO
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right whe...
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right whe...
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right whe...
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right whe...
Test
Theory
We can’t combine our teams because not all
products sell on all channels. 



Are you implying we shouldn’t 

online?
Clie...
High involvement
Low involvement
First time

Research
High involvement
Low involvement
First time

Research
High involvement
Low involvement
First time

Research
High involvement
Low involvement
First time

Research
High involvement
Low involvement
First time

Research
High involvement
Low involvement
2nd time

Research
Test
Analysis
The right metrics matters
Product type 1 Product type 2 Product type 3
The right metrics matter
Glasses Lenses Other
5
1
1. % Conversions per type of product
Calculate the
percentage 

of conversions

per type of product
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
2
2. Days till purchase
Check the percentage of conversions per type of
product, after 30 days
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 d...
3
3. Length of the path till purchase
Check the percentage of conversions per type of
product where the path length rises ag...
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 d...
4
4. Time spent on product pages
Check the average time on page sorted by

the type of product pages
Filter: only product pa...
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 d...
5
5. Time spent on info pages about the products
Check the average time on page sorted by

the information related to the ty...
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 d...
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 d...
Do we need to change our tactics

to sell glasses?
Online

marketing
Offline

marketing
Yes, glasses sell better offline
Do glasses sell better offline?
How can we support offline sales 

with online lead generation?
online lead Offline sale
Make an appointment
Custom 

online form
Offline orders
Did these people buy a pair of glasses?
Yes, these people bought a pair of glasses

afte...
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right whe...
82% of all leads for glasses

came from making an online appointment
46% of the customers 

who made an online appointment 

bought their glasses offline.
Test
Repeatable
High involvement
Low involvement
First time

Research
High involvement
Low involvement
2nd time

Research
Boxsprings vs Dining rooms vs Chairs
Boxsprings Dining rooms Chairs
% online sales 12% 13% 7%
Days till
purchase
31% after...
Test
5 takeaways
1. Categorize products into low & high
involvement products
2. Work together as one team & mix it up!
3. Work towards one ...
Thank you
Sam Stals

Online Marketing Consultant,Wijs
@Sam_stals
@vreewijs
info@wijs.be
Get started
david.vansteenbrugge@wijs.be
Strategic Account Manager


dries.bultynck@wijs.be
Commerce Associate
!
@vreewijs...
Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction
Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction
Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction
Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction
Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction
Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction
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Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction

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Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction

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Transcript of "Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction"

  1. 1. Online leads & offline sales
  2. 2. Online
 E-commerce Offline
 TV, Radio, …
  3. 3. Team Team Online
 E-commerce Offline
 TV, Radio, …
  4. 4. Online
 e-commerce Offline
 in- & out-store Team Team € €
  5. 5. Team Team € € Target Target Online
 E-commerce Offline
 TV, Radio, …
  6. 6. Team Team € € Target Target Communication Online
 E-commerce Offline
 TV, Radio, …
  7. 7. voorbeeld reclame
  8. 8. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list
  9. 9. Online
 marketing Offline
 marketing Team Team € € Target Target
  10. 10. Online
 marketing Offline
 marketing Team Team € € Target Target
  11. 11. Online
 marketing Offline
 marketing CMO CDO
  12. 12. Online
 marketing Offline
 marketing CMO CDO
  13. 13. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list Help us to become
  14. 14. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list One hybrid team Help us to become
  15. 15. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list One hybrid target One hybrid team Help us to become
  16. 16. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list Show us proof
  17. 17. Test Theory
  18. 18. We can’t combine our teams because not all products sell on all channels. 
 
 Are you implying we shouldn’t 
 online? Clients are sceptic 
 [cars]
 [dining rooms]
 [surfboards]
 […]
  19. 19. High involvement Low involvement First time
 Research
  20. 20. High involvement Low involvement First time
 Research
  21. 21. High involvement Low involvement First time
 Research
  22. 22. High involvement Low involvement First time
 Research
  23. 23. High involvement Low involvement First time
 Research
  24. 24. High involvement Low involvement 2nd time
 Research
  25. 25. Test Analysis
  26. 26. The right metrics matters Product type 1 Product type 2 Product type 3
  27. 27. The right metrics matter Glasses Lenses Other
  28. 28. 5
  29. 29. 1
  30. 30. 1. % Conversions per type of product Calculate the percentage 
 of conversions
 per type of product
  31. 31. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19%
  32. 32. 2
  33. 33. 2. Days till purchase Check the percentage of conversions per type of product, after 30 days
  34. 34. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
  35. 35. 3
  36. 36. 3. Length of the path till purchase Check the percentage of conversions per type of product where the path length rises again.
  37. 37. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days Length of Path +5 pages 3 pages 3 pages
  38. 38. 4
  39. 39. 4. Time spent on product pages Check the average time on page sorted by
 the type of product pages Filter: only product pages
  40. 40. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days Length of Path +5 pages 3 pages 3 pages Time on product pages 22 sec 44 sec 50 sec
  41. 41. 5
  42. 42. 5. Time spent on info pages about the products Check the average time on page sorted by
 the information related to the type of products Filter: only info pages
 related to product pages
  43. 43. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days Length of Path +5 pages 3 pages 3 pages Time on product pages 22 sec 44 sec 50 sec Time on info pages 41 sec 58 sec 1 min 5 sec
  44. 44. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days Length of Path +5 pages 3 pages 3 pages Time on product pages 22 sec 44 sec 50 sec Time on info pages 41 sec 58 sec 1 min 5 sec High(er) involvement product ?
  45. 45. Do we need to change our tactics
 to sell glasses?
  46. 46. Online
 marketing Offline
 marketing Yes, glasses sell better offline Do glasses sell better offline?
  47. 47. How can we support offline sales 
 with online lead generation?
  48. 48. online lead Offline sale Make an appointment
  49. 49. Custom 
 online form Offline orders Did these people buy a pair of glasses? Yes, these people bought a pair of glasses
 after trying them on in the store
  50. 50. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list Proof
  51. 51. 82% of all leads for glasses
 came from making an online appointment
  52. 52. 46% of the customers 
 who made an online appointment 
 bought their glasses offline.
  53. 53. Test Repeatable
  54. 54. High involvement Low involvement First time
 Research
  55. 55. High involvement Low involvement 2nd time
 Research
  56. 56. Boxsprings vs Dining rooms vs Chairs Boxsprings Dining rooms Chairs % online sales 12% 13% 7% Days till purchase 31% after 3 days 33% after 12 days 32% after 1 day Length of Path 8 pages +12 pages 5 pages Amount of items 160 144 577 Taking profit in account gives you roughly the same thing
  57. 57. Test 5 takeaways
  58. 58. 1. Categorize products into low & high involvement products 2. Work together as one team & mix it up! 3. Work towards one target 4. Analyse numbers & know your margins 5. Conversions vs Profit (& Offline) What did we learn
  59. 59. Thank you Sam Stals
 Online Marketing Consultant,Wijs @Sam_stals @vreewijs info@wijs.be
  60. 60. Get started david.vansteenbrugge@wijs.be Strategic Account Manager 
 dries.bultynck@wijs.be Commerce Associate ! @vreewijs
 

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