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User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)
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User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)

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User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick & Frederik) …

User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick & Frederik)

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Transcript

  • 1. Case 1: How Torfs has leveraged technology to apply user-centric advertising 1
  • 2. Introduction 1. Analysis & Segmentation 2. Acquisition & Retention 3. What brings the future? 2
  • 3. Introduction 3
  • 4. Introduction Facts & Figures Schoenen Torfs Family company Pur Sang  Since 1948, 3de – 4de generation Shoe chain store  73 shops, 580 employees Revenue 2012: 107K  Doubled turnover 2006-2012  Online shop since March 2012
  • 5. Introduction E-commerce by TORFS • Best startup webshop • Best • Best 2013 in shoes category 2013 2012
  • 6. Introduction E-commerce by TORFS: Challenges • To grow & win market share online • Mobile Smartphone better service • Online + offline integration • Expand internationally
  • 7. Introduction Multichannel Search & Sales
  • 8. Introduction TORFS & Semetis • To grow & win market share online – Find new visitors – New customers – Audit visitors/customers behaviour – Create/Maintain campaigns -> Max. CPA
  • 9. 1. Analysis & Segmentation
  • 10. 1. Analysis & Segmentation A. Traffic Acquisition B. Cross Channel C. Navigation behavior 10
  • 11. 1. Analysis & Segmentation A. Traffic Acquisition 11
  • 12. 1. Analysis & Segmentation A. Traffic Acquisition 51% of visits came in Organic. 24% of visits came through Paid Search 12
  • 13. 1. Analysis & Segmentation A. Traffic Acquisition 51% of visits came in Organic. 24% of visits came through Paid Search Web Site Traffic Other Search 25% 75% 13
  • 14. 1. Analysis & Segmentation A. Traffic Acquisition 51% of visits came in Organic. 24% of visits came through Paid Search Web Site Traffic Other Search 25% Search is very important for Torfs 75% 14
  • 15. 1. Analysis & Segmentation A. Traffic Acquisition 16% of visits came in Direct. 36% of visits came through Search with a keyword containing Torfs Brand. 15
  • 16. 1. Analysis & Segmentation A. Traffic Acquisition 16% of visits came in Direct. 36% of visits came through Search with a keyword containing Torfs Brand. Web Site Traffic Other Torfs 52% 48% 16
  • 17. 1. Analysis & Segmentation A. Traffic Acquisition 16% of visits came in Direct. 36% of visits came through Search with a keyword containing Torfs Brand. Web Site Traffic Other Torfs Brand is very Strong Torfs 52% 48% 17
  • 18. 1. Analysis & Segmentation A. Traffic Acquisition • An extra focus on Search Traffic because of the importance of Search for Torfs traffic acquisition process (75% of web site visits came via search). • Follow-up of the acquisition of new prospects and retention of existing visitors (52% of visits came to the web site with Torfs in mind). 18
  • 19. 1. Analysis & Segmentation B. Cross Channel 19
  • 20. 1. Analysis & Segmentation B. Cross Channel “The Multi-Channel Funnels reports answers how your marketing channels work together to create sales and conversions.” 20
  • 21. 1. Analysis & Segmentation B. Cross Channel Funnel to conversion: People have several visits before buying shoes. 21
  • 22. 1. Analysis & Segmentation B. Cross Channel Funnel to conversion: Assisting In this example paid search is first in this conversion funnel, paid search is assisting the other visits. 22
  • 23. 1. Analysis & Segmentation B. Cross Channel Funnel to conversion: Closing Closing Closing Assisting Organic Search is often last in the customer purchase journey and closes the conversion. 23
  • 24. 1. Analysis & Segmentation B. Cross Channel Observations in MCF: • Organic Search and Direct Traffic closed more sales than they assisted. • Paid Search, Email, Social, Referral and Display assisted more sales than they closed and play an important role in assisting the conversions. 24
  • 25. 1. Analysis & Segmentation B. Cross Channel 25
  • 26. 1. Analysis & Segmentation B. Cross Channel • More detailed analysis on • Categories (Generic / Torfs / Shoes Brand) • Keyword length (head / mid / long keywords). In combination with • Paid Search • Organic Search 26
  • 27. 1. Analysis & Segmentation B. Cross Channel • In all different categories we saw that SEA was assisting, while SEO was closing conversions in most cases. 27
  • 28. 1. Analysis & Segmentation B. Cross Channel • In all different categories we saw that SEA was assisting, while SEO was closing conversions in most cases. • SEO and SEA work complementary for Torfs in all categories as they target different audiences. 28
  • 29. 1. Analysis & Segmentation B. Cross Channel 29
  • 30. 1. Analysis & Segmentation B. Cross Channel Researchers 30
  • 31. 1. Analysis & Segmentation B. Cross Channel Researchers Buyers 31
  • 32. 1. Analysis & Segmentation C. Navigation Behaviour 32
  • 33. 1. Analysis & Segmentation C. Navigation Behaviour Optimize user experience on the web site. 33
  • 34. 1. Analysis & Segmentation C. Navigation Behaviour 1. Landing page analysis in order to give the best user experience for his search result: • Optimised landing pages for SEO results. • Created specific landing pages for keywords that had a high bounce rate. 34
  • 35. 1. Analysis & Segmentation C. Navigation Behaviour 2. Product page behaviour analysis while tracking the different buttons. Product page engagement 47% 53% No engagement 53% of product page visits had No Interaction with the product pages Engagement • After analysis we discovered that some elements/buttons/tools were not used a lot (not clear, not at the right place or not interesting for the user). 35
  • 36. 1. Analysis & Segmentation C. Navigation Behaviour • Some interaction elements are below the fold. Directly Visible 36
  • 37. 1. Analysis & Segmentation C. Navigation Behaviour • Some interaction elements are below the fold. Directly Visible New to scroll – Below the fold 37
  • 38. 1. Analysis & Segmentation C. Navigation Behaviour • From the used elements it were mostly pictures that engaged people. 38
  • 39. 1. Analysis & Segmentation C. Navigation Behaviour • From the used elements it were mostly pictures that engaged people. • Interaction with product pages increased conversion rate with up to 247%. 39
  • 40. 1. Analysis & Segmentation C. Navigation Behaviour • From the used elements it were mostly pictures that engaged people. • Interaction with product pages increased conversion rate with up to 247%. • Continuous testing of different interaction elements to continually improve product pages. 40
  • 41. 1. Analysis & Segmentation “Not all visits are similar and their average performance hides Business Intelligence” 41
  • 42. 1. Analysis & Segmentation “Not all visits are similar and their average performance hides Business Intelligence” • Visitors with Torfs in mind versus new prospects. • Researchers versus Buyers. • Interaction versus non-interaction visits. 42
  • 43. 2. Acquisition & Retention
  • 44. 2. Acquisition & Retention Acquisition 44
  • 45. 2. Acquisition & Retention Acquisition • Focus on new prospects. • We did an Acquisition Analysis on the behavior of male traffic. Male traffic is less present compared to female traffic. 45
  • 46. 2. Acquisition & Retention Acquisition The market share of Woman traffic is 3 times higher compared to male traffic Reach* 3X 62 % 19% Male Traffic Female Traffic Opportunity to close the gap between the market share of woman and male traffic. 46 *Reach on an approximate yearly basis
  • 47. 2. Acquisition & Retention Acquisition Male target profile behaves differently: • Higher conversion rate (+39%) • They are less brand oriented • Straight to the point • More price sensitive 47
  • 48. 2. Acquisition & Retention Acquisition e.g. Banner optimalisation 48
  • 49. 2. Acquisition & Retention Acquisition Focus on male traffic acquisition • Seperate male centric campaign (display & search) • Media targeting adapted to male (right placements) • Web Site Adaptation • Mailing & Choez magazine Heren Traffic increased with 1/3 year on year 49
  • 50. 2. Acquisition & Retention Retention 50
  • 51. 2. Acquisition & Retention Retention Remarketing Remarketing consists in reaching people who have previously visited your site, and show them relevant ads when they visit other sites on the Google Display Network. 51
  • 52. 2. Acquisition & Retention Retention Remarketing … … … … … Remarketing is situated more at the end of the purchase funnel. 52
  • 53. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) 53
  • 54. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 54
  • 55. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 55
  • 56. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 56
  • 57. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 57
  • 58. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 58
  • 59. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 59
  • 60. 3. What brings the future?
  • 61. 3. What brings the future? Future of Analytics for Torfs? • Infinite potential of customized data (dimensions, metrics), which allows better segmentation • Follow users cross-device (user id!) • Data importation (coupons, shops, CRM) 61
  • 62. 62

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