Conversion is a paradox
Digital Marketing Live, 21 May 2014
Mirelle Bos, Manager Comparison, Sanoma Digital
Who we are
About Kieskeurig.nl
• 170.000 visitors per day
•  > 3,3 mio visits per month
•  Strong brand (51% TOM)
•  > 500.000 produc...
Mission statement: helping consumers in
making the best buying decision.
Conversion = Paradox
Macro vs. micro
Product vs. Price
comparison Product vs. Price
comparison
5a. Purchase online
(CPC)
5b. Print product
information
Need for a purchase
(new/ substitute)
4. Decision about
product –>...
Conflicting business
models
Does CPM cannibalise
CPC?
CPS vs. CPC?
Adsense vs.
CPC?
Finding a balance
Continuous testing
With or without banner positionCPM cannibalises CPC?
0%
10%
20%
30%
40%
50%
60%
jan 13 feb 13 mrt 13 apr 13 mei 13 jun 13 jul 13 aug 13 sep 13 okt 13 nov 13 dec 13
Share
Samsu...
+2% conversion to price page but -2,4%
lower CTR
Conversion
increases with a
more visual
presentation
+2% higher CTR, -1,75% lower bounce
rate and +4 sec. average time on page
CPC conversion
increases when
showing a limited
amount of shops
-7% lower CTR
What is the impact of
a checkout?
Simple text and call
to action colours
increase CPC and
CPS conversion
Click to order
increases amounts
of orders
+62% orders, +30% visitors in checkout
Measuring is crucial
- Clear hypothesis
- Define KPI’s
- Significance
- Minimal 2 week test period
- Other factors
Continuous
feedback
Conversion = Paradox
Finding a balance
Thank you for your
attention.
Digital Marketing Live! 2014- Kieskeurig.nl - Mirelle Bos
Digital Marketing Live! 2014- Kieskeurig.nl - Mirelle Bos
Digital Marketing Live! 2014- Kieskeurig.nl - Mirelle Bos
Digital Marketing Live! 2014- Kieskeurig.nl - Mirelle Bos
Digital Marketing Live! 2014- Kieskeurig.nl - Mirelle Bos
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Digital Marketing Live! 2014- Kieskeurig.nl - Mirelle Bos

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PARADOX TUSSEN CONVERSIE EN INFORMEREN? DE OPLOSSING: CONTINU TESTEN!

Op Kieskeurig.nl komen dagelijks zo’n 170.000 consumenten zich oriënteren voor een aankoop van een product of dienst. Hoe zorgt Kieskeurig.nl ervoor dat de consument zo goed mogelijk wordt geholpen in zijn of haar keuze? Wat ziet Kieskeurig.nl als conversie, waarom is deze conversie zo belangrijk en hoe zorgen we ervoor dat deze optimaal is op zowel Kieskeurig.nl als bij de aangesloten webshops? De oplossing om te komen tot een betere conversie is gevonden in het continue testen van de dialoog. Testen is hét middel om de bezoeker aan het woord te laten over hun voorkeur. En de klant heeft ten slotte altijd gelijk...

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Digital Marketing Live! 2014- Kieskeurig.nl - Mirelle Bos

  1. 1. Conversion is a paradox Digital Marketing Live, 21 May 2014 Mirelle Bos, Manager Comparison, Sanoma Digital
  2. 2. Who we are
  3. 3. About Kieskeurig.nl • 170.000 visitors per day •  > 3,3 mio visits per month •  Strong brand (51% TOM) •  > 500.000 products •  >600 productgroups •  > 6 mio prices •  > 1 mio consumer reviews, questions & answers •  > 600 shops Sources: ComScore, Google Analytics, KIS
  4. 4. Mission statement: helping consumers in making the best buying decision.
  5. 5. Conversion = Paradox
  6. 6. Macro vs. micro
  7. 7. Product vs. Price comparison Product vs. Price comparison
  8. 8. 5a. Purchase online (CPC) 5b. Print product information Need for a purchase (new/ substitute) 4. Decision about product –> compare prices 1.  Information op products 2. Comparison of specifications 3. Read reviews Purchase offline 6. Write a review Reasons to visit
  9. 9. Conflicting business models
  10. 10. Does CPM cannibalise CPC?
  11. 11. CPS vs. CPC?
  12. 12. Adsense vs. CPC?
  13. 13. Finding a balance
  14. 14. Continuous testing
  15. 15. With or without banner positionCPM cannibalises CPC?
  16. 16. 0% 10% 20% 30% 40% 50% 60% jan 13 feb 13 mrt 13 apr 13 mei 13 jun 13 jul 13 aug 13 sep 13 okt 13 nov 13 dec 13 Share Samsung Philips LG Sony Panasonic Clickshare led tv
  17. 17. +2% conversion to price page but -2,4% lower CTR
  18. 18. Conversion increases with a more visual presentation
  19. 19. +2% higher CTR, -1,75% lower bounce rate and +4 sec. average time on page
  20. 20. CPC conversion increases when showing a limited amount of shops
  21. 21. -7% lower CTR
  22. 22. What is the impact of a checkout?
  23. 23. Simple text and call to action colours increase CPC and CPS conversion
  24. 24. Click to order increases amounts of orders
  25. 25. +62% orders, +30% visitors in checkout
  26. 26. Measuring is crucial - Clear hypothesis - Define KPI’s - Significance - Minimal 2 week test period - Other factors
  27. 27. Continuous feedback
  28. 28. Conversion = Paradox
  29. 29. Finding a balance
  30. 30. Thank you for your attention.
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