1.
Online leads & offline sales

2.
Online
E-commerce
Offline
TV, Radio, …

3.
Team
Team
Online
E-commerce
Offline
TV, Radio, …

4.
Online
e-commerce
Offline
in- & out-store
Team
Team
€
€

5.
Team
Team
€
€
Target
Target
Online
E-commerce
Offline
TV, Radio, …

6.
Team
Team
€
€
Target
Target
Communication
Online
E-commerce
Offline
TV, Radio, …

7.
voorbeeld reclame

8.
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list

9.
Online
marketing
Offline
marketing
Team
Team
€
€
Target
Target

10.
Online
marketing
Offline
marketing
Team
Team
€
€
Target
Target

11.
Online
marketing
Offline
marketing
CMO CDO

12.
Online
marketing
Offline
marketing
CMO CDO

13.
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Help us to become

14.
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
One hybrid team
Help us to become

15.
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
One hybrid target
One hybrid team
Help us to become

16.
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Show us proof

17.
Test
Theory

18.
We can’t combine our teams because not all
products sell on all channels.
Are you implying we shouldn’t
online?
Clients are sceptic
[cars]
[dining rooms]
[surfboards]
[…]

19.
High involvement
Low involvement
First time
Research

20.
High involvement
Low involvement
First time
Research

21.
High involvement
Low involvement
First time
Research

22.
High involvement
Low involvement
First time
Research

23.
High involvement
Low involvement
First time
Research

24.
High involvement
Low involvement
2nd time
Research

25.
Test
Analysis

26.
The right metrics matters
Product type 1 Product type 2 Product type 3

27.
The right metrics matter
Glasses Lenses Other

28.
5

29.
1

30.
1. % Conversions per type of product
Calculate the
percentage
of conversions
per type of product

31.
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%

32.
2

33.
2. Days till purchase
Check the percentage of conversions per type of
product, after 30 days

34.
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days

35.
3

36.
3. Length of the path till purchase
Check the percentage of conversions per type of
product where the path length rises again.

37.
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages

38.
4

39.
4. Time spent on product pages
Check the average time on page sorted by
the type of product pages
Filter: only product pages

40.
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec

41.
5

42.
5. Time spent on info pages about the products
Check the average time on page sorted by
the information related to the type of products
Filter: only info pages
related to product pages

43.
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
Time on info pages 41 sec 58 sec 1 min 5 sec

44.
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
Time on info pages 41 sec 58 sec 1 min 5 sec
High(er) involvement product ?

45.
Do we need to change our tactics
to sell glasses?

46.
Online
marketing
Offline
marketing
Yes, glasses sell better offline
Do glasses sell better offline?

47.
How can we support offline sales
with online lead generation?

48.
online lead Offline sale
Make an appointment

49.
Custom
online form
Offline orders
Did these people buy a pair of glasses?
Yes, these people bought a pair of glasses
after trying them on in the store

50.
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Proof

51.
82% of all leads for glasses
came from making an online appointment

52.
46% of the customers
who made an online appointment
bought their glasses offline.

53.
Test
Repeatable

54.
High involvement
Low involvement
First time
Research

55.
High involvement
Low involvement
2nd time
Research

56.
Boxsprings vs Dining rooms vs Chairs
Boxsprings Dining rooms Chairs
% online sales 12% 13% 7%
Days till
purchase
31% after 3 days 33% after 12 days 32% after 1 day
Length of Path 8 pages +12 pages 5 pages
Amount of items 160 144 577
Taking profit in account gives you
roughly the same thing

57.
Test
5 takeaways

58.
1. Categorize products into low & high
involvement products
2. Work together as one team & mix it up!
3. Work towards one target
4. Analyse numbers & know your margins
5. Conversions vs Profit (& Offline)
What did we learn

59.
Thank you
Sam Stals
Online Marketing Consultant,Wijs
@Sam_stals
@vreewijs
info@wijs.be

60.
Get started
david.vansteenbrugge@wijs.be
Strategic Account Manager
dries.bultynck@wijs.be
Commerce Associate
!
@vreewijs