3. THIS GUY
@BrunoDillen
Studies:
TEW (University of Antwerp)
Work:
Coolblue - Online marketeer Belgium
These Days – E-business Manager
Artinthepicture.com, Socialimmo.be, ... -
Owner
Introduction
4. THESE DAYS
• We are a full-service digital marketing agency
• We believe in added value and in a true businessunderstanding, so
we focus on structural, long-term partnerships with our customers
• We believe there is no one-size-fits-all-solution, so we adapt our
structure, our teams and our people to the needs of our customers
• We believe in combining strengths, which is why we choose for in-
house experts
• We believe true success is a combination of long-term strategy and
short-term execution, which is why we are a strategic and hands-on
partner
5. WHAT WE WON’T TALK ABOUT
(which does not imply it isn’t vitally important)
11. (E)-Business is a continuous process
Think Decide
Learn BUSINESS Act
OPTIMISATION
CYCLE
Measure Measure
Test
12. Results
Optimized website “quick wins” launched
last 2 weeks. No difference in
proposition, no difference in product, just
optimization of bottle-neck issues.
24. SITUATION
Renting out vacation properties
from private person to private
person. Website is free for
travellers, but home-owners
need to pay a yearly fee.
Problem: only a small minority of –hopefully-
qualitative visitors was placing an ad online. How
could we do more business with same means?
25. ANSWER
Renting out vacation properties
from private person to private
person. Website is free for
travellers, but home-owners
need to pay a yearly fee.
After checking that traffic was indeed qualified, we
decided that the problem lay in converting those
qualified users to paid users.
26. TODO
Renting out vacation properties
from private person to private
person. Website is free for
travellers, but home-owners
need to pay a yearly fee.
Look at the sales funnel in immense detail.
47. Conclusion
1. There is no excuse in not knowing your
playing field.
2. Strategy is of critical importance, but so
is execution.
3. Test, test, test. There is always 5% to
be gained.
Adwords = perfect market. In the long run everybody is bidding close to their earnings. CPC will equal EPC.
Example
Our main goal is to get more paid advertisements. Secondary goals are to have more attractive (read:completer; pictures, details, ...) ads for our visitors.This might seem obvious but there is one classic example which I always like to stress. Typically in e-commerce sites are forcing people to create an account first (or login) and then complete their order. You then notice that there is a significant drop-off in visitors. If you prioritise right, you will probably say: let’s get the sale first, then afterwards ask whether the user would like to make an account (with all the details he had to fill in for shipping etc).
Our number one priority was to get a paid ad. This meant deleting the Chinese Wall of registration/login. It also meant we didn’t want to burden our customers by only asking a minimum (=acceptable for our visitors) information on the vacation rentals. We focus on the “minimal” conversion first and then afterwards tell that our buyers can influence their conversion by adding more details. Which coincidentally gives us more opportunities on upselling.
Advantages for advertiser were insufficiently advertised on landingpage. So we completely rebuilt this. Payment page was badly integrated, clear steps of progress were added, ...
By adding correct funnel settings in Google Analytics we could analyse whether our changes had reached the result we desired.
Old pages
Old pages
Old pages
Old pages
Old pages
Old pages
Old pages
New pages
New pages
New pages
Result
Every advertising dollar was just split in half, so we can now double our CPC (if deemed interesting).
