Holistic conversion optimization - Conversion Day 2014
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Holistic conversion optimization - Conversion Day 2014

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Traffic, conversions & branding. Three different concepts, often separated within a company. What would happen if we combine knowledge & tactics from designers, information architects, strategists & ...

Traffic, conversions & branding. Three different concepts, often separated within a company. What would happen if we combine knowledge & tactics from designers, information architects, strategists & online marketers to approach all three concepts simultaneously?

Wijs explains this holistic approach using a theoretical framework accompanied by practical tactics & working methods applied to 2 major brands in the Belgian landscape: Carglass and JM-Bruneau.

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Holistic conversion optimization - Conversion Day 2014 Holistic conversion optimization - Conversion Day 2014 Presentation Transcript

  • Holistic Conversion Optimization Sam Stals
 Online Marketing Consultant,Wijs @Sam_stals @vreewijs info@wijs.be
  • Work work work.
  • Execution optimization tactics Result on CPC performance.
  • Result on global performance. Execution optimization tactics
  • So what was the problem?
  • Effort & Timing Result Easy peasy Hardcore Meh $$$$ Optimization fatigue.
  • The Shane Battier effect.
  • Simplicity & limited data.
  • How do we optimize the entire online presence?
  • Map your touch points.
  • Map the different media touch points.
  • Direct AdWords TV
  •    Organic Remember: we’re living in a multichannel world.
  • What about the impact from online marketing on offline marketing (and vice versa)?
  • Is it possible to get a complete overview?
  • No. It is not. Not yet at least.
  • But we can start.
  • Awareness Appreciation Action Advocacy Search Television Radio Advertising Mailings Social
  • Advocacy Action Awareness Appreciation Owned PaidEarned
  • Facebook page
 LinkedIn company page
 Twitter account Owned Paid Earned Awareness Appreciation AdvocacyAction Organic Search
 Word of Mouth Natural Search
 Referrals Natural Search
 Referrals Natural Search
 Referrals AdWords
 Display ads op Nieuwsblad, De Standaard, De Morgen, GVA & HBVL
 Facebook Advertising
 Ligatus Advertising
 Facebook Advertising
 LinkedIn Advertising Google Remarketing
 Facebook Exchange
 LinkedIn advertising
 Catalogues Facebook Advertising Website
 Facebook Page
 LinkedIn company page
 Twitter account
 Folders Facebook page
 LinkedIn company page
 Twitter account Website
 Folders
  • Attribution Modelling.
  • Visualize top - middle and bottom of funnel.
  • Combine funnel with conversion data.
  • Use data & knowhow.
  • F*ck big data, use small data. Conversion data Acquisition data Behavioral data Technical data Demographic data Referral data Cost data Offline data
  • Marketing, UX design, IA & long term strategy.
  • Work work work_v2.
  • Practice makes perfect.
  • ‣ First interactions. ‣ Organic & CPC are important for first interactions Aantal  van  Medium Medium Total  Entries (none) 1343 compare 211 cpc 576 email 209 organic 2282 referral 269 Eindtotaal 4890 Source: Pivot table combining landing pages + medium as secondary dimension Top of marketing funnel. Organic & CPC
  • Middle of marketing funnel. Direct ! Organic ! CPC ! Mailings Source: Pivot table combining top conversion paths with revenue per conversion
  • ‣ Last interaction before a sale. Source: Model Comparison Tool, Last interaction model Direct & Mailings Organic & CPC Organic, CPC, Direct & Mailings Bottom of marketing funnel.
  • Awareness Appreciation Action Advocacy Organic traffic CPC traffic Direct traffic Mailings
  • Key take-aways.
  • Map online and offline media touch points.
  • Attribute the correct weight to each touch point.
  • F*ck big data. Use small data instead.
  • Use knowhow from different profiles.
  • Do not underestimate assisting channels.
  • Thanks! Sam Stals
 Online Marketing Consultant,Wijs @Sam_stals @vreewijs info@wijs.be