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The red carpet   presentation otto ecommerce seminar

The red carpet presentation otto ecommerce seminar






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    The red carpet   presentation otto ecommerce seminar The red carpet presentation otto ecommerce seminar Presentation Transcript

    • The Red CarpetOptimizing Usability & Mediamix
    • Hi, I’m Steve # UNIGRO E-commerce Manager since February 2012www.unigro.be sdeveirman@unigro.be @stevedv
    • How WE think visitors look @our website …
    • How VISTORS really look @our website …
    • Unigro ?Heatmap & usabilityMediamix & CPAConclusions
    • Unigro
    • Unigro• °1948 Belgian pioneer in Mail Order• Since 1988 part of 3SUISSES INTERNATIONAL• 2005 start Webshop• Products : Furniture/Deco/Image/Sound/ …• SalesChanels : Catalogue, Telephone, Webshop• Internet activity grows | >42% April 2012• 80% Credit | 90% Free Gift
    • Heatmap & usability
    • A Heatmap tool• www.attentionwizzard.com• Based on algorithems & science models• No implementation needed• Upload jpg …• Easy to use• GACP
    • Heatmap 1 Diffuse – no attention point – multi messaging – no colour accents – weak …
    • Heatmap 2 Heatpoints on most important CTA – colour rankings – less is more …
    • Heatmaps leading to …• Quickwin adaptations on HP• New Wireframes & Prototype• New site layout• Evangelisation graphic team …(come and see us in September2012 …)
    • Mediamix & CPA
    • Mediamix• UNIGRO uses 7 online channels• Direct entry is the most frequented (ie. Brand + Catalogue)• Affiliation campaigns lead to +21% of online trafic• Adwords (cpc) now only brings 3%TODO = SEO optimization … migration to OSEcom in Summer
    • #VpV• The Paid Medium with the highest potential is SEA (VpV = €6.44)• The highest value comes from SEO (VpV = €9.61)• The Affiliate campaigns only drive a VpV of €0.20 …TODO = Optimise the Media Channels NOT on trafic, but on Value ! Budget allocation to highest Value driving campaigns
    • #CPA• Calculate a Cost-model per Channel• Look for quality drivers in each campaign channel• Allocate budget and optimize mediamix based on Value& CPA
    • Conclusions & TODO
    • Test, test, testTools, tools, toolsCreate VpV dashboards to allocate budgetCreate CPA model for all your channelsNever stop changing & optimizing …
    • www.unigro.be sdeveirman@unigro.be @stevedv