eTrade Summit – Case Beobank
Nicolas Prost-Gargoz
An Haenen
Agenda
n 

Beobank and online acquisition

n 

Case concept

n 

Smart traffic driving

n 

Types of optimisation

n ...
Beobank and online acquisition
Beobank in Belgium
1.000 employees

6 Call Centers
• 

Beobank Service Center (50 FTE)

• 

5 External Call Centers (60 FT...
Acquisition strategy with strong online focus
Agency number 1 in terms of acquisition
= medium online
= Beobank online tea...
Case concept
Acquisition agreement

Strategic Challenge
•  Continuous online acquisition campaigns
•  Web agency (Y&R) buys the online ...
Performance Model
Media
planning &
buying
Website
optimisation

Campaign
production

Online
acquisition

Website
productio...
2 targets

Cost per
account

Volume

• 

Achieve new cards
& loans clients at a
maximum CPA

•  Annual target in
terms of ...
It’s all about ...

DRIVING GOOD TRAFFIC
It’s all about ...

AT AN ACCEPTABLE PRICE
It’s all about ...

KEEPING THE BALANCE BETWEEN
VOLUME AND CPA
It’s all about ...

PLAYING DJ 24/7
It’s all about ...

MANAGEMENT
Smart traffic driving
No traffic driving without
closing the loop thinking
Drive to web & CPA
management

Website management
& optimisation

Res...
Use a smart tagging process
n  Traffic

driving with new media partners is always a hassle:

–  New tags need to be imple...
Find the right balance in traffic drivers
Display
Remarketing

Premium
campaigns

Contextual
Advertising

Partnerships
Lin...
Remarketing - rule nr. 1

NEVER WASTE
A COOKIE
Remarketing - rule nr. 2

DEFINE LOGICAL AND SIMPLE
BUSINESS RULES FOR
SEGMENTATION
Remarketing - rule nr. 2

One

One

One

Segment

DON’T EXAGGERATE IN SEGMENTATION:
KEEP IT COST EFFICIENT
The benefit of remarketing

Higher
interest &
involvement

Higher
conversion

Real time
bidding

Low CPA

n 

CPA vs prem...
Types of optimisation
Many types of optimisations
Creative A/B testing
Funnel and form optimisation
Page optimisation
SEO optimisation
On-site r...
Many available tools

Never start your optimisations
based on a tool selection
First things first !

Design a plan before getting started
PAGE 26

| PRESENTING TO [BEOBANK]
And avoid ending-up like this

PAGE 27

| PRESENTING TO [BEOBANK]
Optimisation plan
•  Define the KPI’s
•  Conversions
•  Bounce rate
•  CTR to step 1 of the funnel
•  Average time on site...
Tool selection in function of the plan
Optimisation 1: creative A/B testing
Optimisation 1: creative A/B testing
Optimisation 2: credit card funnel
Optimisation 3: landingpages
n  Define

pages to test upon variables
è mathematical approach
Poten&al	
  Test	
  Page	
 ...
Optimisation 3: landingpages
n  Current

test page Beobank
Optimisation 3: landingpages
n  Create

strong hypotheses with a conversion model
methodology

The 6 conversion factors:
...
Optimisation 3: landingpages
n  Use

heatmaps for extra insights and new hypotheses
Optimisation 3: landingpages
n  The

outcome

–  7 test versions x 2 languages = 14 versions
–  1 extra version combining...
Optimisation 3: landingpages
Optimisation 4: On-site remarketing
n  Off-site

to on-site focus:

n  Increasing

on-site conversion performance versus...
Outcome & results
Results loans acquisition

n  First

full year of CPA agreement è 2012: + 57%

n  Jan/Sept

2013 è +18%
Results cards acquisition

n  First

full year of CPA agreement è 2012: + 44%

n  Jan/Sept

2013 è +10%
Thank you!
Any questions?
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Beobank case study Duopresentatie: An Haenen (Y&R) & Nicolas Prost-Gargoz (Beobank)

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Beobank case study
Duopresentatie: An Haenen (Y&R) & Nicolas Prost-Gargoz (Beobank). #ETS13

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Beobank case study Duopresentatie: An Haenen (Y&R) & Nicolas Prost-Gargoz (Beobank)

  1. 1. eTrade Summit – Case Beobank Nicolas Prost-Gargoz An Haenen
  2. 2. Agenda n  Beobank and online acquisition n  Case concept n  Smart traffic driving n  Types of optimisation n  Outcome & results
  3. 3. Beobank and online acquisition
  4. 4. Beobank in Belgium 1.000 employees 6 Call Centers •  Beobank Service Center (50 FTE) •  5 External Call Centers (60 FTE) 192 agencies
  5. 5. Acquisition strategy with strong online focus Agency number 1 in terms of acquisition = medium online = Beobank online team (3 FTE) = Y&R (2,5 FTE) 32% of new loans clients 20% of new cards clients
  6. 6. Case concept
  7. 7. Acquisition agreement Strategic Challenge •  Continuous online acquisition campaigns •  Web agency (Y&R) buys the online media •  Beobank pays Y&R by account booked (CPA model since 2011 Q2) •  Cards are booked 100% remotely •  Loans are booked remotely or in POS Focus on Profitability Investments have increased by 21% but bookings have grown by 84% Cost Per Account decreased by 40%
  8. 8. Performance Model Media planning & buying Website optimisation Campaign production Online acquisition Website production Media optimisation Reporting
  9. 9. 2 targets Cost per account Volume •  Achieve new cards & loans clients at a maximum CPA •  Annual target in terms of volume
  10. 10. It’s all about ... DRIVING GOOD TRAFFIC
  11. 11. It’s all about ... AT AN ACCEPTABLE PRICE
  12. 12. It’s all about ... KEEPING THE BALANCE BETWEEN VOLUME AND CPA
  13. 13. It’s all about ... PLAYING DJ 24/7
  14. 14. It’s all about ... MANAGEMENT
  15. 15. Smart traffic driving
  16. 16. No traffic driving without closing the loop thinking Drive to web & CPA management Website management & optimisation Research & analysis
  17. 17. Use a smart tagging process n  Traffic driving with new media partners is always a hassle: –  New tags need to be implemented in e-sales funnel –  Often in secured environments è IT dependent n  Develop smart tagging without IT involvement: –  Old process: tagging for new partners could take 2 weeks –  Current process: 1 hour / 1 day thanks to use of GTM Launch new campaigns in 24 hours
  18. 18. Find the right balance in traffic drivers Display Remarketing Premium campaigns Contextual Advertising Partnerships Linkbuilding Affiliate marketing SEA SEO Above? Beobank.be Mobile advertising
  19. 19. Remarketing - rule nr. 1 NEVER WASTE A COOKIE
  20. 20. Remarketing - rule nr. 2 DEFINE LOGICAL AND SIMPLE BUSINESS RULES FOR SEGMENTATION
  21. 21. Remarketing - rule nr. 2 One One One Segment DON’T EXAGGERATE IN SEGMENTATION: KEEP IT COST EFFICIENT
  22. 22. The benefit of remarketing Higher interest & involvement Higher conversion Real time bidding Low CPA n  CPA vs premium display campaigns (CPD/CPM) è up to 8 times lower n  CPA vs performance reach campaigns (CPC) è up to 3 times lower
  23. 23. Types of optimisation
  24. 24. Many types of optimisations Creative A/B testing Funnel and form optimisation Page optimisation SEO optimisation On-site remarketing
  25. 25. Many available tools Never start your optimisations based on a tool selection
  26. 26. First things first ! Design a plan before getting started PAGE 26 | PRESENTING TO [BEOBANK]
  27. 27. And avoid ending-up like this PAGE 27 | PRESENTING TO [BEOBANK]
  28. 28. Optimisation plan •  Define the KPI’s •  Conversions •  Bounce rate •  CTR to step 1 of the funnel •  Average time on site •  Engagement •  Define what to optimise based on •  Hypotheses •  Business rules •  Development time (ROI) •  Possible duration
  29. 29. Tool selection in function of the plan
  30. 30. Optimisation 1: creative A/B testing
  31. 31. Optimisation 1: creative A/B testing
  32. 32. Optimisation 2: credit card funnel
  33. 33. Optimisation 3: landingpages n  Define pages to test upon variables è mathematical approach Poten&al  Test  Page   Poten&al   Importance   Ease   Priority  Ra&ng   Visa LP   Visa PP   Cards Splash page   5   4   5   5   2   1   4   4   3   14   10   9   Cards Funnel 1   Cards Funnel 2   Cards Funnel 3   4   2   1   1   1   1   3   3   3   8   6   5  
  34. 34. Optimisation 3: landingpages n  Current test page Beobank
  35. 35. Optimisation 3: landingpages n  Create strong hypotheses with a conversion model methodology The 6 conversion factors: 1.  Value Proposition 2.  Relevance 3.  Clarity 4.  Anxiety 5.  Distraction 6.  Urgency
  36. 36. Optimisation 3: landingpages n  Use heatmaps for extra insights and new hypotheses
  37. 37. Optimisation 3: landingpages n  The outcome –  7 test versions x 2 languages = 14 versions –  1 extra version combining all 7 test variables –  duration of testing: 2 months –  expected conversion uplift for the best version: +25%
  38. 38. Optimisation 3: landingpages
  39. 39. Optimisation 4: On-site remarketing n  Off-site to on-site focus: n  Increasing on-site conversion performance versus traffic acquisition n  Real-time remarketing Conversion lift of 15% on exposed traffic
  40. 40. Outcome & results
  41. 41. Results loans acquisition n  First full year of CPA agreement è 2012: + 57% n  Jan/Sept 2013 è +18%
  42. 42. Results cards acquisition n  First full year of CPA agreement è 2012: + 44% n  Jan/Sept 2013 è +10%
  43. 43. Thank you! Any questions?
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