Your SlideShare is downloading. ×

Semetis - Conversion Day 2014

662

Published on

Conversion Day 2014

Conversion Day 2014

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
662
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1   How  Torfs  capitalized  on  Google  Tools   and  leveraged  technology  to  reinforce   its  Digital  Strategy.  
  • 2. 1. Introduction 2   2. Digital Path 3. Conclusion
  • 3. 1. Introduction 3  
  • 4. Fact  and  Figures  ‘Schoenen  Torfs’     Family  Company  Pur  Sang   è  Since  1948,  3rd  –  4th  genera7on     Shoe  chain  store   è  73  shops,  580  employees   Revenue  2012:  107M   è  Doubled  turnover  2006-­‐2012   è  Online  shop  since  March  2012     1.  Introduc?on   4  
  • 5. •  Best  Startup  Webshop                              2012   •  Best                                                            2013   •  Best                                        2013              in  the  category  Shoes   1.  Introduc?on   Ecommerce  by  Torfs   5  
  • 6. •  To  grow and win market  share  online   •  Increase  service  for  Mobile  and  Smartphone   •  Online and offline integra7on   •  Expand  interna7onally     1.  Introduc?on   Challenges   6  
  • 7. •  To  grow and win market  share  online   •  Increase  service  for  Mobile  and  Smartphone   •  Online and offline integra7on   •  Expand  interna7onally     1.  Introduc?on   Challenges   7  
  • 8. 1. Introduction 8   2. Digital Path
  • 9. 2.  Digital  Path   ACQUISITION   ENGAGEMENT   &  RETENTION   BRAND   STRATEGY   9  
  • 10. 1.  Brand  Strategy  -­‐  Message  &  Objec?ves   2.  Digital  Path   10  
  • 11. 2.  Digital  Path   1.  Brand  Strategy  -­‐  Message  &  Objec?ves   11  
  • 12. 2.  Digital  Path   1.  Brand  Strategy  -­‐  Message  &  Objec?ves   12  
  • 13. 2.  Acquisi?on  –  Channels  &  Devices   2.  Digital  Path   13  
  • 14. 3.  Engagement  –  Audience  –  Site  Engagement  &  Sales   2.  Digital  Path   14  
  • 15. 4.  Business  Intelligence  –  Measurement/Technology   2.  Digital  Path   15  
  • 16. How  Adver?sing  &  Technology  did   help  us  all  along  this  Digital  Path  ? 16  
  • 17. 1. Introduction 17   2. Digital Path 2.1 Traffic Acquisition & Measurement 2.2 Devices & Measurement 2.3 Engagement & Measurement 2.4 What’s Next ?
  • 18. 1. Introduction 18   2. Digital Path 2.1 Traffic Acquisition & Measurement
  • 19. How  Technology  helped  us  understanding   Torfs  Traffic  Acquisi?on  ?     2.1  Traffic  Acquisi?on  &  Measurement   ACQUISITION   19  
  • 20. 20   A.  Traffic  Acquisi?on  51%  of  visits  came  in  Organic  Search.     24%  of  visits  came  through  Paid  Search.     2.1  Traffic  Acquisi?on  &  Measurement  
  • 21. 21   A.  Traffic  Acquisi?on  51%  of  visits  came  in  Organic  Search.     24%  of  visits  came  through  Paid  Search.     25%   75%   Website  Traffic   Other   Search   2.1  Traffic  Acquisi?on  &  Measurement  
  • 22. 22   A.  Traffic  Acquisi?on  51%  of  visits  came  in  Organic  Search.     24%  of  visits  came  through  Paid  Search.     Search  is  very  important  for  Torfs     2.1  Traffic  Acquisi?on  &  Measurement   25%   75%   Website  Traffic   Other   Search  
  • 23. 23   A.  Traffic  Acquisi?on  We  know  Search  is  a  Key  Channel  for   Torfs.   What  about  cross  channels  impact   and  the  interac?on  between                     SEA  &  SEO  ?   2.1  Traffic  Acquisi?on  &  Measurement  
  • 24. 24   Cross  Channel   “The  Mul>-­‐Channel  Funnels-­‐reports  answers  how  your   marke>ng  channels  work  together  to  create  sales  and   conversions.”   2.1  Traffic  Acquisi?on  &  Measurement  
  • 25. 25   Cross  Channel   People  have  several  visits  before  buying  shoes.   Funnel  to  conversion:   2.1  Traffic  Acquisi?on  &  Measurement  
  • 26. 26   Cross  Channel   Assis7ng   In  this  example  Paid  Search  is  first  in  this   conversion  funnel,  Paid  Search  is  assis7ng  the  other   visits.   Funnel  to  conversion:   2.1  Traffic  Acquisi?on  &  Measurement  
  • 27. 27   Cross  Channel   Closing   Closing   Closing   Assis7ng   Organic  Search  is  oWen  last  in  the  customer  purchase   journey  and  closes  the  conversion.   Funnel  to  conversion:   2.1  Traffic  Acquisi?on  &  Measurement  
  • 28. 28   Observa?ons  in  MCF:     •  Organic  Search  closed  more  sales  than  it  assisted.   •  Paid  Search  assisted  more  sales  than  they  closed  and   plays  an  important  role  in  assis7ng  the  conversions.     Cross  Channel   2.1  Traffic  Acquisi?on  &  Measurement  
  • 29. 29   Cross  Channel   2.1  Traffic  Acquisi?on  &  Measurement  
  • 30. •  More  detailed  analysis  on       •  Categories  (Generic  /  Torfs  /  Shoes  Brand)     •  Keyword  length  (head  /  mid  /  long  keywords).     30   Cross  Channel     In  combina?on  with   •  Paid  Search   •  Organic  Search   2.1  Traffic  Acquisi?on  &  Measurement  
  • 31. 31   Cross  Channel   •  In  all  different  categories  we  saw  that  SEA  was  assis7ng,   while  SEO  was  closing  conversions  in  most  cases.  This   means  SEA  plays  a  key  role  in  Traffic  Acquisi?on.   2.1  Traffic  Acquisi?on  &  Measurement  
  • 32. 32   Cross  Channel   •  In  all  different  categories  we  saw  that  SEA  was  assis7ng,   while  SEO  was  closing  conversions  in  most  cases.  This   means  SEA  plays  a  key  role  in  Traffic  Acquisi?on.   •  SEO  and  SEA  work  complementary  for  Torfs  in  all   categories  as  they  target  different  Audiences.   2.1  Traffic  Acquisi?on  &  Measurement  
  • 33. 33   Cross  Channel   2.1  Traffic  Acquisi?on  &  Measurement  
  • 34. 34   Cross  Channel   Researchers   2.1  Traffic  Acquisi?on  &  Measurement  
  • 35. 35   Cross  Channel   Researchers   Buyers   2.1  Traffic  Acquisi?on  &  Measurement  
  • 36. How  Technology/Adver?sing  helped  us   improving  Torfs  Traffic  Acquisi?on  ?     2.1  Traffic  Acquisi?on  &  Measurement   ACQUISITION   36  
  • 37. Acquisi?on   37   •  Focus  on  New  Prospects.     •  We  did  an  Acquisi?on  Analysis  on  the  behavior  of  Male   Traffic.  Male  Traffic  is  less  present  compared  to  Female   Traffic.     2.1  Traffic  Acquisi?on  &  Measurement  
  • 38.  The  market  share  of  Woman  Traffic  is  3  ?mes  higher   compared  to  Male  Traffic.         Acquisi?on   38   62%   Opportunity  to  close  the  gap  between  the  market  share  of  Woman  and  Male  Traffic.     19%   3X   Reach*   *Reach  on  an  approximate  yearly  basis   Male  Traffic  Female  Traffic   2.1  Traffic  Acquisi?on  &  Measurement  
  • 39. Acquisi?on   39   Male  target  profile  behaves  differently:     •  Higher  conversion  rate  (+39%)   •  Less  brand  oriented   •  Straight  to  the  point     •  More  price  sensi7ve       2.1  Traffic  Acquisi?on  &  Measurement   How  to  reach  male  researchers  and  make  them  buyers  ?  
  • 40. 40     •  Seperate  Male  centric  campaign  (Search  &  Display)   •  Media  targe7ng  adapted  to  Male   •  Website  /  Landing  Pages  Adapta7on   •  Mailing  &  Choez  magazine       Focus  on  male  researchers  traffic  acquisi?on:   Male  Traffic  increased  by  33%  year  on  year!   Acquisi?on   2.1  Traffic  Acquisi?on  &  Measurement  
  • 41. Acquisi?on   41   e.g.  Banner  op?miza?on   2.1  Traffic  Acquisi?on  &  Measurement  
  • 42. Traffic  Acquisi?on  Takeaways     Observa>ons   •  Search  is  a  key  channel  for  Torfs   •  SEO  /  SEA  interac7on  :     o  SEA  assists  sales  à  researchers  /  traffic  acquisi7on   o  SEO  closes  sales  à  buyers   •  Male  Traffic  has  a  high  poten7al  in  terms  of  sales  but  is   under-­‐represented     Ac>on     •  Focus  on  Male  Researchers  Traffic  acquisi7on  through  SEA   (and  other  channels)  with  an  adapted  adver7sing  strategy   o  Results  :  +33%  male  traffic  YoY   42   2.1  Traffic  Acquisi?on  &  Measurement  
  • 43. 1. Introduction 43   2. Digital Path 2.1 Traffic Acquisition & Measurement 2.2 Devices & Measurement
  • 44. How  Technology  helped  us  understanding   Torfs  Traffic  per  Device  ?     2.2  Devices  &  Measurement   44  
  • 45. 2.2  Devices  &  Measurement   Cross  –  Device  Measurement   45  
  • 46. 2.2  Devices  &  Measurement   Trends   46  
  • 47. 2.2  Devices  &  Measurement   What  will  be  our  cost  per  acquisi7on  for  mobile?   What  about  ROI?   47  
  • 48. 2.2  Devices  &  Measurement   Cross  –  Device  Measurement   At  the  7me  no  cross-­‐device  measurement  with  previous   version  of  Google  Analy7cs.       48  
  • 49. AdWords  can  es7mate  cross-­‐device  conversions  based  on   people  that  are  logged  into  their  Google  Account.     AdWords  Es?mated  Total  Conversions:   2.2  Devices  &  Measurement   CONVERSIONS  +  ESTIMATED  CROSS-­‐DEVICE  CONVERSIONS   =  ESTIMATED  TOTAL  CONVERSIONS   Cross  –  Device  Measurement   49  
  • 50. 2.2  Devices  &  Measurement   On  average  21  %  more  conversions  can  be  aoributed  to   AdWords.   CONVERSIONS  +  ESTIMATED  CROSS-­‐DEVICE  CONVERSIONS   =  ESTIMATED  TOTAL  CONVERSIONS   Cross  –  Device  Measurement   à Actual  CPA  is  much  lower     à Mobile  deserves  more  focus  &  investment   50  
  • 51. 2.2  Devices  &  Measurement   We  did  a  compari7ve  analysis  of  different  devices:   Device  Behavior   à Different  online  behavior   à Different  purpose  of  visit     à Different  posi7on  in  the  purchase  funnel   51  
  • 52. How  Technology/Adver?sing  can  help  us   improving  Torfs  Traffic  on  Mobile  ?     2.2  Devices  &  Measurement   52  
  • 53. 53   2.2  Devices  &  Measurement   •  Mobile  specific  communica7on   e.g.  app  extensions  to  promote  choez  2.0.     •  Mobile  bidding  adapta7ons     •  Improved  mobile  Website   Ac?ons  based  on  Business  Intelligence:    
  • 54. Mobile  Traffic  Takeaways     Observa>ons   •  High  importance  of  Mobile  Traffic  in  a  consumer-­‐centric   environment   •  We  understand  the  coockie  issue  and  impact  on  cost  per   acquisi7on   •  We  have  a  beoer  understanding  of  the  Mul?-­‐Device   environment       Ac>on     •  Adapted  Marke7ng  Communica7on  and  Adver7sing   •  Performance  based  targe7ng   54  
  • 55. 1. Introduction 55   2. Digital Path 2.1 Traffic Acquisition & Measurement 2.2 Devices & Measurement 2.3 Engagement & Measurement
  • 56. How  Technology  helped  us  understanding   User  Naviga?on  Behaviour  ?     2.3  Engagement  &  Measurement   ENGAGEMENT   &  RETENTION   56  
  • 57. 57   What  did  we  do?   2.3  Engagement  &  Measurement   •  Landing  pages  analysis   •  Search  Engine  Op7misa7on  (technical,  on  the  page,…)   •  Advanced  Keyword  analysis  (brand  keywords,  Torfs   keywords,  generic  keywords)   •  Naviga7on  Behavior  analysis  
  • 58. 58   Naviga?on  Behaviour   53%  of  product  page  visits  had     No  Interac?on  with  the  product   pages   53%  47%   Product  page  Interac?on   No  engagement   Engagement   •  AWer  analysis  we  discovered  that  some  elements/buoons/tools  were  not  used  a   lot  (not  clear,  not  at  the  right  place  or  not  interes7ng  for  the  user).   Product  page  behaviour  analysis  while  tracking  the   different  buoons.   2.3  Engagement  &  Measurement  
  • 59. 59   Naviga?on  Behaviour   •  Some  interac7on  elements  are  below  the  fold.   Directly  Visible   2.3  Engagement  &  Measurement  
  • 60. 60   Naviga?on  Behaviour   •  Some  interac7on  elements  are  below  the  fold.   Directly  Visible   New  to  scroll  –  Below  the  fold   2.3  Engagement  &  Measurement  
  • 61. 61   Naviga?on  Behaviour   •  From  the  used  elements  it  were  mostly   pictures  that  engaged  people.     2.3  Engagement  &  Measurement  
  • 62. 62   Naviga?on  Behaviour   •  Interac7on  with  product  pages  increased  conversion   rate  with  up  to  247%.   •  From  the  used  elements  it  were  mostly   pictures  that  engaged  people.     2.3  Engagement  &  Measurement  
  • 63. How  Technology  can  help  us  improving  user   experience  ?     2.3  Engagement  &  Measurement   63   ENGAGEMENT   &  RETENTION  
  • 64. 64   Naviga?on  Behaviour   Op7mize  user  experience  on  the  web  site.       2.3  Engagement  &  Measurement  
  • 65. 65   User  Experience  Improvements   •  Matched  Landing  pages  and   created  Op7mised  landing  pages   for  SEO  results.     •  Created  specific  landing  pages  for   keywords  that  had  a  high  bounce   rate.   •  Improved  funnel  flow  and   website  structure  based  on   naviga7on  analysis.   2.3  Engagement  &  Measurement  
  • 66. Engagement  &  Measurement  Takeaways     Observa>ons   •  Landing  Pages  are  very  important  as  they  are  the  entry   point  on  your  website   •  Keyword  Analysis  helps  to  beoer  understand  consumer   interest   •  Naviga7on  and  product  page  analysis  helps  to  understand   Conversion  Behavior       Ac>on     •  Landing  page  op7miza7on   •  SEO  op7miza7ons  based  on  keyword  analysis   •  Product  Page  &  Op7miza7on  of  naviga7on  elements   66  
  • 67. 1. Introduction 67   2. Digital Path 2.1 Traffic Acquisition & Measurement 2.2 Devices & Measurement 2.3 Engagement & Measurement 2.4 What’s Next ?
  • 68. 68   2.4  What’s  Next  ?   Today’s  consumer  is  fast  and  fickle   Many  channels  to  interact  with  him  all  along  his   purchase  path  
  • 69. 69   2.4  What’s  Next  ?   Today’s  consumer  is  fast  and  fickle   Many  cross  channels  devices  to  interact  with  him  all   along  his  purchase  path  
  • 70. 70   2.4  What’s  Next  ?   How  can  technology  help  Torfs     dealing  with  this  fast  and    fickle   consumer?        
  • 71. 71   2.4  What’s  Next  ?   How  can  technology  help  Torfs     dealing  with  this  fast  and    fickle   consumer?       Adver7sing  Technological   Plasorm        
  • 72. Adver?sing  Technological  Plamorms   Benefits   Integra7on   Reach   Single   Cookies   Efficiency   2.4  What’s  Next  ?   72  
  • 73. Adver?sing  Technological  Plamorm   73   2.4  What’s  Next  ?  
  • 74. 74   2.4  What’s  Next  ?   How  can  technology  help  Torfs     dealing  with  this  fast  and    fickle   consumer?       Social  Retarge7ng      
  • 75. Social  Retarge?ng   75   2.4  What’s  Next  ?   The  social  dimension  cannot  be  skipped  anymore   and  is  an  integral  part  of  any  digital  strategy.  
  • 76. 76   2.4  What’s  Next  ?   How  can  technology  help  Torfs     dealing  with  this  fast  and    fickle   consumer?        
  • 77. 77   2.4  What’s  Next  ?   How  can  technology  help  Torfs     dealing  with  this  fast  and    fickle   consumer?       User  Centric  Tracking  
  • 78. Main  advantage:  Unique  Iden7fier  (UID)   3  unique  visitors  à  1  (logged)  unique  visitors   Classical  Analy?cs   Universal  Analy?cs   2.4  What’s  Next  ?   Universal  Analy?cs   78  
  • 79. Unique  Iden7fier  (UID)     What  does  it  mean  ?     •  We  follow  user  all  allong  his  naviga?on   •  We  can  beoer  understand  user  naviga7on  &   purchase  path     •  We  can  take  ac?ons  based  on  those  insights   (website  improvement,  digital  adver7sing  improvement,   etc)   2.4  What’s  Next  ?   Universal  Analy?cs   79  
  • 80. 80   2.4  What’s  Next  ?   How  can  technology  help  Torfs     dealing  with  this  fast  and    fickle   consumer?        
  • 81. 81   2.4  What’s  Next  ?   How  can  technology  help  Torfs     dealing  with  this  fast  and    fickle   consumer?       Tag  Management  
  • 82. To  follow  this  fast  and  fickle  consumer  we   need  more  and  more  tracking.     How  to  deal  with  this  tracking  complexity  ?     2.4  What’s  Next  ?   A  Tag  Management  tool  is  a  single  interface  that   allows  to  manage  all  the  tags  on  a  website.   82  
  • 83. 2.4  What’s  Next  ?   How  does  it  work?             No  more  several  tags  on  several  pages     Remarke7ng  Tag,  Analy7cs  Tag,  E-­‐commerce  Tag,   Doubleclick  Pixel,  etc.   Only  one  container  tag  on  all  pages   The  container  integrates  the  informa7on  about  all  the   others.  The  implementa7on  of  the  other  tags  is  managed   through  the  Tag  Management  Tool  interface.   Tag  Management  Tool   83  
  • 84. Tag  Management  Tool   •  Only  one  tag  =  container  of  all   tracking   •  We  can  create  new  events  /  tracking   with  only  a  few  clicks   •  We  can  fastly  add/modify  tags  (ie:   remarke7ng)     à  It  gives  a  broad  flexibility  and  saves   a  lot  of  7me     Benefits   2.4  What’s  Next  ?   Flexibility   84  
  • 85. •  Fast  &  Intui7ve  :  no  need  to  change   hard  code  far  any  new  tracking.  It  can   be  easily  implemented  through  Tag   Manager  interface  so  we  skip  the   development  part  and  save  lots  of  7me.   •  Very  easy  to  use   à  Even  more  flexible  !   Benefits             2.4  What’s  Next  ?   Time  Saving   Tag  Management  Tool   85  
  • 86. 2.4  What’s  Next  ?   Tag  Management  Tools  :   86  
  • 87. Why  Implemen?ng  a  Tag  Management   Tool  ?   1.   Simplified  &  Improved  Tracking   2.   Allow  Technological  Advances  /  Ini7a7ves:   o  DoubleClick   o  Universal  Analy7cs   o  More  precise  Audience  Tracking  à  Remarke7ng   o  Allow  us  to  focus  on  Business  Intelligence   2.4  What’s  Next  ?   87  
  • 88. BUT…   •  Tag  Management  Tool   implementa7on  is  very  technical   •  You  need  a  strong  process   •  You  need  a  specialist.   2.4  What’s  Next  ?   88  
  • 89. 1. Introduction 89   2. Digital Path 3. Conclusion
  • 90. 90   What’s  in  it  for  me  ?  
  • 91. What’s  in  it  for  me  ?   •  Digital  path  is  complex   •  Consumer  is  fast  &  fickle   91  
  • 92. What’s  in  it  for  me  ?   •  Technology  allows  you  digital   understanding  &  concrete  improvement   based  on  robust  analysis.   à  Traffic  Acquisi7on   à  User  Segmenta7on  (profiling,  purchase  funnel)   à  User  Engagement   How  to  face  that  situa?on  ?   92  
  • 93. What’s  in  it  for  me  ?   •  BUT  due  to  the  environment  complexity   you  need  specialist  &  project  managers.   93  
  • 94. 94  
  • 95. 95   How  Torfs  capitalized  on  Google  Tools   and  leveraged  technology  to  reinforce   its  digital  strategy.   Frederick  Vijverman       eBusiness  Consultant   frederick@seme7s.com   Doriane  Magnus                     eBusiness  Consultant   doriane@seme7s.com  

×