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Peter O'Connor 2 - HSMAI Europe

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Peter O'Connor 2 - HSMAI Europe

  1. 1. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   1   The Challenge of Conversion Dr.  Peter  O’Connor   Essec  Business  School   Ques?on  1   How  will  people  find  your  site(s)?    
  2. 2. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   2   Ques?on  2   Why should customers book on your site (rather than elsewhere)? Conversion     No  point  in  geLng  them  to  your  site  unless  you   can  sell  to  them  
  3. 3. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   3   The  Customer  Acquisi?on  Equa?on   Cost  Per  Click   Luxury  Hotel  Paris   €  0.50    
  4. 4. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   4  
  5. 5. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   5   European  Average     Conversion  Rate  From  Paid  Search   3%   So….   CPC  =  €  0.50   Conversion  rate  =  3%   0.50  *  100  /  3   Customer  Acquisi?on  Cost  =  €16.78  
  6. 6. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   6   So….   CPC  =  €  0.50   Conversion  rate  =  3%   0.50  *  100  /  3   Customer  Acquisi?on  Cost  =  €  16.78   Shopping  cart  value?   €100   Distribu?on  cost  =  17%  
  7. 7. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   7   Cost  Per  Click   Luxury  Roman?c     Weekend  Break     Paris   €  27.50     So….   CPC  =  €  27.50   Conversion  rate  =  9%   27.50  *  100  /  9   Customer  Acquisi?on  Cost  =  €  300.00   Shopping  cart  value?   €3000   Distribu?on  cost  =  10%  
  8. 8. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   8   What  can  you  play  with?   CPC  =  €  27.50   Conversion  rate  =  9%   27.50  *  100  /  9   Customer  Acquisi?on  Cost  =  €  300.00   Shopping  cart  value?   €3000   Distribu?on  cost  =  10%  
  9. 9. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   9   So  how  do  you  get  it  up?  
  10. 10. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   10   Get  them  to  stay!  
  11. 11. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   11   Sala  Silvermine,  Sweden  
  12. 12. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   12  
  13. 13. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   13   Video  can  be  very  powerful   Reassurance!  
  14. 14. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   14  
  15. 15. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   15   Get  them  to  pay!   Create  a  sense  of  urgency  
  16. 16. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   16  
  17. 17. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   17  
  18. 18. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   18  
  19. 19. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   19   Get  them  to  pay  MORE!   Cross-­‐Selling  /  Up-­‐Selling  
  20. 20. 26/02/15   ©  Peter  O’Connor,  Essec,  2015   20  

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