1

CONVERSION
PARIS
‐
7
JUIN
2013

1

LA
CONVERSION,

UNE
PROBLÉMATIQUE
MULTI‐VARIABLE

2

CONVERSION
PARIS
‐
7
JUIN
2013

2

Thomas
FAIVRE‐DUBOZ

Directeur
Associé
&
Co‐fondateur

thomas@converteo.com

Who
am
I
?

•  Thomas
Faivre‐Duboz

–  HEC
2007

–  Co‐Founder
&
Partner
‐
Converteo

•  E‐business
ConsulWng
(15
consulta...
4

The
online

«
leaking
bucket
»

CONVERSION
PARIS
‐
7
JUIN
2013

4

Online
&
offline
customer
journey

5

Getting to your audience through
targeted campaigns
Inform
Help decision-making
Sell
G...
1.
VALUE
PROPOSITION

6

CONVERSION
PARIS
‐
7
JUIN
2013

6

Is
your
prospect
willing/ready
to




…pay
for
your
product/service
?

…spend
Wme
on
your
website
?

…enter
your
CRM
progr...
Something
your
compeWtors

cannot
offer
?

•  50%
to
70%
conWnuous
stock
sale

•  Service,
service,
service

•  Free
in‐sho...
2.
GOALS
&
REASONS
OF
VISITS

9

CONVERSION
PARIS
‐
7
JUIN
2013

9

1.
Goals
depend

on
your
business
model

10

CONVERSION
PARIS
‐
7
JUIN
2013

10

•  Media & content
•  Goals : 10 pageview...
2.
Goals
depend
on
what
people

are
currently
looking
for

11

CONVERSION
PARIS
‐
7
JUIN
2013

11

Buying
funnel

Channels...
The
right
lever
for
the
right
goal

12

Exposure Conversion
Search
« brand » keywords
Display Display / Retargeting
Affili...
Example
:
does
social
«
sell
»
?

13

CONVERSION
PARIS
‐
7
JUIN
2013

13

Overall
:
the
importance

of
creaWng
habits
to
be
profitable

14

Paid traffic
Free ‘generic’ traffic
Free ‘brand’ traffic
 Cr...
3.
ERGONOMICS

15

CONVERSION
PARIS
‐
7
JUIN
2013

15

First,
invest
on
the
basics

Persuasive
Intuitive
Usable
Accessible
Functional
B. Eisenberg, FutureNow
It convinces
visito...
1.  Your code and your image must be light
2.  Your server must generate pages quickly
Page
load
Wme

17

Reduce the traff...
…otherwise
this one
would not
be France’s
1st online
retailer…
Performance
has
nothing
to
do
with
beauty

18

CONVERSION
P...
From
strategy
to
front‐office

19

FRONT‐OFFICE

WIREFRAME

ARCHITECTURE

SCOPE

STRATEGY

The customer experience
What you ...
« You have a very good-looking website
thus you are expensive »
PosiWoning
&
credibility

20

Abercrombie & FitchGap
CONVE...
« You have a good-looking website but I can’t find the
product i’m looking for »
Le
Bon
Marché
(www.treeslbm.com)
User
exp...
4.
CROSS‐CHANNEL

22

CONVERSION
PARIS
‐
7
JUIN
2013

22

Cross‐channel
conversion
:

Digital
is
a
pivot

23

60
%

32
%

69
%

96
%

Research
Online
Research
Offline
Purchase
Offl...
5.
EXTERNAL
VARIABLES

24

CONVERSION
PARIS
‐
7
JUIN
2013

24

Weather
?

25

CONVERSION
PARIS
‐
7
JUIN
2013

25

Seasonality
?

26

CONVERSION
PARIS
‐
7
JUIN
2013

26

CompeWWon?

27

CONVERSION
PARIS
‐
7
JUIN
2013

27

6.
DATA
CULTURE

28

CONVERSION
PARIS
‐
7
JUIN
2013

28

From
 I
like
it 

to
 I
opWmize
it
based
on
KPIs 

NO

YES

VS

A
 B

DATA

OPTIMISATION

V1

V2

V3

Like

it
?

Design

...
From
analyWcs
to
econometrics

30

CONVERSION
PARIS
‐
7
JUIN
2013

30

http://www.braintechllc.com/weatherforecastaccuracy...
CONCLUSION

31

CONVERSION
PARIS
‐
7
JUIN
2013

31

6
conversion
variables

1.  Value
proposiWon

2.  Goals
&
reasons
of
visits

3.  Ergonomics

4.  Cross‐channel

5.  Extern...
QUESTIONS
/
RÉPONSES

33

CONVERSION
PARIS
‐
7
JUIN
2013

33

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

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Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz

  1. 1. 1
 CONVERSION
PARIS
‐
7
JUIN
2013

1
 LA
CONVERSION,
 UNE
PROBLÉMATIQUE
MULTI‐VARIABLE

  2. 2. 2
 CONVERSION
PARIS
‐
7
JUIN
2013

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

  3. 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. 4
 The
online
 «
leaking
bucket
»
 CONVERSION
PARIS
‐
7
JUIN
2013

4

  5. 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. 6. 1.
VALUE
PROPOSITION
 6
 CONVERSION
PARIS
‐
7
JUIN
2013

6

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

9

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

13

  14. 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. 15. 3.
ERGONOMICS
 15
 CONVERSION
PARIS
‐
7
JUIN
2013

15

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

20

  21. 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. 22. 4.
CROSS‐CHANNEL
 22
 CONVERSION
PARIS
‐
7
JUIN
2013

22

  23. 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. 24. 5.
EXTERNAL
VARIABLES
 24
 CONVERSION
PARIS
‐
7
JUIN
2013

24

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

25

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

26

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

27

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

28

  29. 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. 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. 31. CONCLUSION
 31
 CONVERSION
PARIS
‐
7
JUIN
2013

31

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

33


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