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Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz
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Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz

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Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz - CRO (conversion rate optimization) is a multivariate problematics

Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz - CRO (conversion rate optimization) is a multivariate problematics

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Transcript

  • 1. 1
 CONVERSION
PARIS
‐
7
JUIN
2013

1
 LA
CONVERSION,
 UNE
PROBLÉMATIQUE
MULTI‐VARIABLE

  • 2. 2
 CONVERSION
PARIS
‐
7
JUIN
2013

2
 Thomas
FAIVRE‐DUBOZ
 Directeur
Associé
&
Co‐fondateur
 thomas@converteo.com

  • 3. Who
am
I
?
 •  Thomas
Faivre‐Duboz
 –  HEC
2007
 –  Co‐Founder
&
Partner
‐
Converteo
 •  E‐business
ConsulWng
(15
consultants)
 •  Author,
«
Web
Conversion
»
(2009)
 &
«
Le
WebmarkeWng
»
(2011)
 •  Speaker
@
 3
 CONVERSION
PARIS
‐
7
JUIN
2013

3

  • 4. 4
 The
online
 «
leaking
bucket
»
 CONVERSION
PARIS
‐
7
JUIN
2013

4

  • 5. Online
&
offline
customer
journey
 5
 Getting to your audience through targeted campaigns Inform Help decision-making Sell Get the most out of your customer base CONVERSION
PARIS
‐
7
JUIN
2013

5

  • 6. 1.
VALUE
PROPOSITION
 6
 CONVERSION
PARIS
‐
7
JUIN
2013

6

  • 7. Is
your
prospect
willing/ready
to

 
 …pay
for
your
product/service
?
 …spend
Wme
on
your
website
?
 …enter
your
CRM
program
?
 
 Whatever
the
channel
!
 7
 CONVERSION
PARIS
‐
7
JUIN
2013

7

  • 8. Something
your
compeWtors
 cannot
offer
?
 •  50%
to
70%
conWnuous
stock
sale
 •  Service,
service,
service
 •  Free
in‐shop
booking
&
delivery
 •  4x
Credit
Card
Payments
with
very
low
 fees
 Free
delivery
in
‘Casino’
stores
even
for
 heavy
home
appliances
 8
 CONVERSION
PARIS
‐
7
JUIN
2013

8

  • 9. 2.
GOALS
&
REASONS
OF
VISITS
 9
 CONVERSION
PARIS
‐
7
JUIN
2013

9

  • 10. 1.
Goals
depend
 on
your
business
model
 10
 CONVERSION
PARIS
‐
7
JUIN
2013

10
 •  Media & content •  Goals : 10 pageviews, video views, newsletter subscription, comment, like, … Information •  Customer care, CRM program, contests •  Selfcare actions, subscription, form filling, voucher impression, surveys, Relation •  eCommerce, lead generation… •  Purchase, quotation, request for information Transaction
  • 11. 2.
Goals
depend
on
what
people
 are
currently
looking
for
 11
 CONVERSION
PARIS
‐
7
JUIN
2013

11
 Buying
funnel
 Channels
 Need
 InformaWon
search
 Product
short‐list
 Offer
comparison
 Buy
 Customer
service
 Web
 Store
 Call‐center
 Catalog

  • 12. The
right
lever
for
the
right
goal
 12
 Exposure Conversion Search « brand » keywords Display Display / Retargeting Affiliation Targeted e-mailing Social Marketing Search « generic » keywords CRM Untargeted e-mailing People don t know you People know you can answer their needs People are eager to do something People reach your expected goal Acquisition e-mailing CONVERSION
PARIS
‐
7
JUIN
2013

12

  • 13. Example
:
does
social
«
sell
»
?
 13
 CONVERSION
PARIS
‐
7
JUIN
2013

13

  • 14. Overall
:
the
importance
 of
creaWng
habits
to
be
profitable
 14
 Paid traffic Free ‘generic’ traffic Free ‘brand’ traffic Creating loyalty is about increasing free brand traffic to your website And thus improving ROI CONVERSION
PARIS
‐
7
JUIN
2013

14

  • 15. 3.
ERGONOMICS
 15
 CONVERSION
PARIS
‐
7
JUIN
2013

15

  • 16. First,
invest
on
the
basics
 Persuasive Intuitive Usable Accessible Functional B. Eisenberg, FutureNow It convinces visitors to do something It works 16
 CONVERSION
PARIS
‐
7
JUIN
2013

16

  • 17. 1.  Your code and your image must be light 2.  Your server must generate pages quickly Page
load
Wme
 17
 Reduce the traffic lost even before reaching your page ! CONVERSION
PARIS
‐
7
JUIN
2013

17

  • 18. …otherwise this one would not be France’s 1st online retailer… Performance
has
nothing
to
do
with
beauty
 18
 CONVERSION
PARIS
‐
7
JUIN
2013

18

  • 19. From
strategy
to
front‐office
 19
 FRONT‐OFFICE
 WIREFRAME
 ARCHITECTURE
 SCOPE
 STRATEGY
 The customer experience What you should do to improve the customer experience CONVERSION
PARIS
‐
7
JUIN
2013

19

  • 20. « You have a very good-looking website thus you are expensive » PosiWoning
&
credibility
 20
 Abercrombie & FitchGap CONVERSION
PARIS
‐
7
JUIN
2013

20

  • 21. « You have a good-looking website but I can’t find the product i’m looking for » Le Bon Marché (www.treeslbm.com) User
experience
 21
 CONVERSION
PARIS
‐
7
JUIN
2013

21

  • 22. 4.
CROSS‐CHANNEL
 22
 CONVERSION
PARIS
‐
7
JUIN
2013

22

  • 23. Cross‐channel
conversion
:
 Digital
is
a
pivot
 23
 60
%
 32
%
 69
%
 96
%
 Research Online Research Offline Purchase Offline Purchase Online Source : Etude IAB d’après les données du CCB Données 2010 pour la France, tous secteurs confondus CONVERSION
PARIS
‐
7
JUIN
2013

23

  • 24. 5.
EXTERNAL
VARIABLES
 24
 CONVERSION
PARIS
‐
7
JUIN
2013

24

  • 25. Weather
?
 25
 CONVERSION
PARIS
‐
7
JUIN
2013

25

  • 26. Seasonality
?
 26
 CONVERSION
PARIS
‐
7
JUIN
2013

26

  • 27. CompeWWon?
 27
 CONVERSION
PARIS
‐
7
JUIN
2013

27

  • 28. 6.
DATA
CULTURE
 28
 CONVERSION
PARIS
‐
7
JUIN
2013

28

  • 29. From
 I
like
it 
 to
 I
opWmize
it
based
on
KPIs 
 NO
 YES
 VS
 A
 B
 DATA
 OPTIMISATION
 V1
 V2
 V3
 Like
 it
?
 Design
 Hum,
No
 Yes
!
 29
 CONVERSION
PARIS
‐
7
JUIN
2013

29

  • 30. From
analyWcs
to
econometrics
 30
 CONVERSION
PARIS
‐
7
JUIN
2013

30
 http://www.braintechllc.com/weatherforecastaccuracy.aspx janv.‐13
 févr.‐13
 mars‐13
 avr.‐13
 mai‐13
 juin‐13
 … to measure the efficiency of a TV investment on online sales ? … to forecast sales depending on investment hypotheses ?
  • 31. CONCLUSION
 31
 CONVERSION
PARIS
‐
7
JUIN
2013

31

  • 32. 6
conversion
variables
 1.  Value
proposiWon
 2.  Goals
&
reasons
of
visits
 3.  Ergonomics
 4.  Cross‐channel
 5.  External
variables
:
weather,
compeWWon,
 seasonality,
…
 6.  Data
culture
 32
 CONVERSION
PARIS
‐
7
JUIN
2013

32

  • 33. QUESTIONS
/
RÉPONSES
 33
 CONVERSION
PARIS
‐
7
JUIN
2013

33


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