Successfully reported this slideshow.
Case 1: How Torfs has leveraged
technology to apply user-centric
advertising

1
Introduction
1. Analysis & Segmentation
2. Acquisition & Retention

3. What brings the future?
2
Introduction

3
Introduction

Facts & Figures Schoenen Torfs
Family company Pur Sang
 Since 1948, 3de – 4de generation

Shoe chain store
...
Introduction

E-commerce by TORFS
• Best startup webshop
• Best
• Best
2013
in shoes category

2013

2012
Introduction

E-commerce by TORFS: Challenges
• To grow & win market share online
• Mobile Smartphone better service
• Onl...
Introduction

Multichannel Search & Sales
Introduction

TORFS & Semetis
• To grow & win market share online
– Find new visitors – New customers

– Audit visitors/cu...
1. Analysis & Segmentation
1. Analysis & Segmentation

A. Traffic Acquisition
B. Cross Channel
C. Navigation behavior
10
1. Analysis & Segmentation

A. Traffic Acquisition

11
1. Analysis & Segmentation

A. Traffic Acquisition
51% of visits came in Organic.
24% of visits came through Paid Search

...
1. Analysis & Segmentation

A. Traffic Acquisition
51% of visits came in Organic.
24% of visits came through Paid Search
W...
1. Analysis & Segmentation

A. Traffic Acquisition
51% of visits came in Organic.
24% of visits came through Paid Search
W...
1. Analysis & Segmentation

A. Traffic Acquisition
16% of visits came in Direct.
36% of visits came through Search with a ...
1. Analysis & Segmentation

A. Traffic Acquisition
16% of visits came in Direct.
36% of visits came through Search with a ...
1. Analysis & Segmentation

A. Traffic Acquisition
16% of visits came in Direct.
36% of visits came through Search with a ...
1. Analysis & Segmentation

A. Traffic Acquisition
• An extra focus on Search Traffic because of the
importance of Search ...
1. Analysis & Segmentation

B. Cross Channel

19
1. Analysis & Segmentation

B. Cross Channel
“The Multi-Channel Funnels reports answers how your
marketing channels work t...
1. Analysis & Segmentation

B. Cross Channel
Funnel to conversion:

People have several visits before buying shoes.
21
1. Analysis & Segmentation

B. Cross Channel
Funnel to conversion:

Assisting

In this example paid search is first in thi...
1. Analysis & Segmentation

B. Cross Channel
Funnel to conversion:

Closing

Closing
Closing
Assisting

Organic Search is ...
1. Analysis & Segmentation

B. Cross Channel
Observations in MCF:

• Organic Search and Direct Traffic closed more sales
t...
1. Analysis & Segmentation

B. Cross Channel

25
1. Analysis & Segmentation

B. Cross Channel
• More detailed analysis on
• Categories (Generic / Torfs / Shoes Brand)
• Ke...
1. Analysis & Segmentation

B. Cross Channel
• In all different categories we saw that SEA was
assisting, while SEO was cl...
1. Analysis & Segmentation

B. Cross Channel
• In all different categories we saw that SEA was
assisting, while SEO was cl...
1. Analysis & Segmentation

B. Cross Channel

29
1. Analysis & Segmentation

B. Cross Channel

Researchers

30
1. Analysis & Segmentation

B. Cross Channel

Researchers

Buyers
31
1. Analysis & Segmentation

C. Navigation Behaviour

32
1. Analysis & Segmentation

C. Navigation Behaviour
Optimize user experience on the web site.

33
1. Analysis & Segmentation

C. Navigation Behaviour
1. Landing page analysis in order to give the best user
experience for...
1. Analysis & Segmentation

C. Navigation Behaviour
2. Product page behaviour analysis while tracking the
different button...
1. Analysis & Segmentation

C. Navigation Behaviour
• Some interaction elements are below the fold.
Directly Visible

36
1. Analysis & Segmentation

C. Navigation Behaviour
• Some interaction elements are below the fold.
Directly Visible
New t...
1. Analysis & Segmentation

C. Navigation Behaviour
• From the used elements it were mostly
pictures that engaged people.
...
1. Analysis & Segmentation

C. Navigation Behaviour
• From the used elements it were mostly
pictures that engaged people.
...
1. Analysis & Segmentation

C. Navigation Behaviour
• From the used elements it were mostly
pictures that engaged people.
...
1. Analysis & Segmentation

“Not all visits are similar and their average
performance hides Business Intelligence”

41
1. Analysis & Segmentation

“Not all visits are similar and their average
performance hides Business Intelligence”
• Visit...
2. Acquisition & Retention
2. Acquisition & Retention

Acquisition

44
2. Acquisition & Retention

Acquisition
• Focus on new prospects.
• We did an Acquisition Analysis on the behavior of male...
2. Acquisition & Retention

Acquisition
The market share of Woman traffic is 3 times higher
compared to male traffic
Reach...
2. Acquisition & Retention

Acquisition
Male target profile behaves differently:
• Higher conversion rate (+39%)
• They ar...
2. Acquisition & Retention

Acquisition
e.g. Banner optimalisation

48
2. Acquisition & Retention

Acquisition
Focus on male traffic acquisition
• Seperate male centric campaign (display & sear...
2. Acquisition & Retention

Retention

50
2. Acquisition & Retention

Retention
Remarketing
Remarketing consists in reaching people who have previously
visited your...
2. Acquisition & Retention

Retention
Remarketing
…
…
…
…
…
Remarketing is situated more at the end of the purchase
funnel...
2. Acquisition & Retention

Retention
RLSA (Remarketing Lists for Search Ads)

53
2. Acquisition & Retention

Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audi...
2. Acquisition & Retention

Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audi...
2. Acquisition & Retention

Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audi...
2. Acquisition & Retention

Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audi...
2. Acquisition & Retention

Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audi...
2. Acquisition & Retention

Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audi...
3. What brings the future?
3. What brings the future?

Future of Analytics for Torfs?
• Infinite potential of customized data (dimensions,
metrics), ...
62
Upcoming SlideShare
Loading in …5
×

User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)

881 views

Published on

User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick & Frederik)

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)

  1. 1. Case 1: How Torfs has leveraged technology to apply user-centric advertising 1
  2. 2. Introduction 1. Analysis & Segmentation 2. Acquisition & Retention 3. What brings the future? 2
  3. 3. Introduction 3
  4. 4. Introduction Facts & Figures Schoenen Torfs Family company Pur Sang  Since 1948, 3de – 4de generation Shoe chain store  73 shops, 580 employees Revenue 2012: 107K  Doubled turnover 2006-2012  Online shop since March 2012
  5. 5. Introduction E-commerce by TORFS • Best startup webshop • Best • Best 2013 in shoes category 2013 2012
  6. 6. Introduction E-commerce by TORFS: Challenges • To grow & win market share online • Mobile Smartphone better service • Online + offline integration • Expand internationally
  7. 7. Introduction Multichannel Search & Sales
  8. 8. Introduction TORFS & Semetis • To grow & win market share online – Find new visitors – New customers – Audit visitors/customers behaviour – Create/Maintain campaigns -> Max. CPA
  9. 9. 1. Analysis & Segmentation
  10. 10. 1. Analysis & Segmentation A. Traffic Acquisition B. Cross Channel C. Navigation behavior 10
  11. 11. 1. Analysis & Segmentation A. Traffic Acquisition 11
  12. 12. 1. Analysis & Segmentation A. Traffic Acquisition 51% of visits came in Organic. 24% of visits came through Paid Search 12
  13. 13. 1. Analysis & Segmentation A. Traffic Acquisition 51% of visits came in Organic. 24% of visits came through Paid Search Web Site Traffic Other Search 25% 75% 13
  14. 14. 1. Analysis & Segmentation A. Traffic Acquisition 51% of visits came in Organic. 24% of visits came through Paid Search Web Site Traffic Other Search 25% Search is very important for Torfs 75% 14
  15. 15. 1. Analysis & Segmentation A. Traffic Acquisition 16% of visits came in Direct. 36% of visits came through Search with a keyword containing Torfs Brand. 15
  16. 16. 1. Analysis & Segmentation A. Traffic Acquisition 16% of visits came in Direct. 36% of visits came through Search with a keyword containing Torfs Brand. Web Site Traffic Other Torfs 52% 48% 16
  17. 17. 1. Analysis & Segmentation A. Traffic Acquisition 16% of visits came in Direct. 36% of visits came through Search with a keyword containing Torfs Brand. Web Site Traffic Other Torfs Brand is very Strong Torfs 52% 48% 17
  18. 18. 1. Analysis & Segmentation A. Traffic Acquisition • An extra focus on Search Traffic because of the importance of Search for Torfs traffic acquisition process (75% of web site visits came via search). • Follow-up of the acquisition of new prospects and retention of existing visitors (52% of visits came to the web site with Torfs in mind). 18
  19. 19. 1. Analysis & Segmentation B. Cross Channel 19
  20. 20. 1. Analysis & Segmentation B. Cross Channel “The Multi-Channel Funnels reports answers how your marketing channels work together to create sales and conversions.” 20
  21. 21. 1. Analysis & Segmentation B. Cross Channel Funnel to conversion: People have several visits before buying shoes. 21
  22. 22. 1. Analysis & Segmentation B. Cross Channel Funnel to conversion: Assisting In this example paid search is first in this conversion funnel, paid search is assisting the other visits. 22
  23. 23. 1. Analysis & Segmentation B. Cross Channel Funnel to conversion: Closing Closing Closing Assisting Organic Search is often last in the customer purchase journey and closes the conversion. 23
  24. 24. 1. Analysis & Segmentation B. Cross Channel Observations in MCF: • Organic Search and Direct Traffic closed more sales than they assisted. • Paid Search, Email, Social, Referral and Display assisted more sales than they closed and play an important role in assisting the conversions. 24
  25. 25. 1. Analysis & Segmentation B. Cross Channel 25
  26. 26. 1. Analysis & Segmentation B. Cross Channel • More detailed analysis on • Categories (Generic / Torfs / Shoes Brand) • Keyword length (head / mid / long keywords). In combination with • Paid Search • Organic Search 26
  27. 27. 1. Analysis & Segmentation B. Cross Channel • In all different categories we saw that SEA was assisting, while SEO was closing conversions in most cases. 27
  28. 28. 1. Analysis & Segmentation B. Cross Channel • In all different categories we saw that SEA was assisting, while SEO was closing conversions in most cases. • SEO and SEA work complementary for Torfs in all categories as they target different audiences. 28
  29. 29. 1. Analysis & Segmentation B. Cross Channel 29
  30. 30. 1. Analysis & Segmentation B. Cross Channel Researchers 30
  31. 31. 1. Analysis & Segmentation B. Cross Channel Researchers Buyers 31
  32. 32. 1. Analysis & Segmentation C. Navigation Behaviour 32
  33. 33. 1. Analysis & Segmentation C. Navigation Behaviour Optimize user experience on the web site. 33
  34. 34. 1. Analysis & Segmentation C. Navigation Behaviour 1. Landing page analysis in order to give the best user experience for his search result: • Optimised landing pages for SEO results. • Created specific landing pages for keywords that had a high bounce rate. 34
  35. 35. 1. Analysis & Segmentation C. Navigation Behaviour 2. Product page behaviour analysis while tracking the different buttons. Product page engagement 47% 53% No engagement 53% of product page visits had No Interaction with the product pages Engagement • After analysis we discovered that some elements/buttons/tools were not used a lot (not clear, not at the right place or not interesting for the user). 35
  36. 36. 1. Analysis & Segmentation C. Navigation Behaviour • Some interaction elements are below the fold. Directly Visible 36
  37. 37. 1. Analysis & Segmentation C. Navigation Behaviour • Some interaction elements are below the fold. Directly Visible New to scroll – Below the fold 37
  38. 38. 1. Analysis & Segmentation C. Navigation Behaviour • From the used elements it were mostly pictures that engaged people. 38
  39. 39. 1. Analysis & Segmentation C. Navigation Behaviour • From the used elements it were mostly pictures that engaged people. • Interaction with product pages increased conversion rate with up to 247%. 39
  40. 40. 1. Analysis & Segmentation C. Navigation Behaviour • From the used elements it were mostly pictures that engaged people. • Interaction with product pages increased conversion rate with up to 247%. • Continuous testing of different interaction elements to continually improve product pages. 40
  41. 41. 1. Analysis & Segmentation “Not all visits are similar and their average performance hides Business Intelligence” 41
  42. 42. 1. Analysis & Segmentation “Not all visits are similar and their average performance hides Business Intelligence” • Visitors with Torfs in mind versus new prospects. • Researchers versus Buyers. • Interaction versus non-interaction visits. 42
  43. 43. 2. Acquisition & Retention
  44. 44. 2. Acquisition & Retention Acquisition 44
  45. 45. 2. Acquisition & Retention Acquisition • Focus on new prospects. • We did an Acquisition Analysis on the behavior of male traffic. Male traffic is less present compared to female traffic. 45
  46. 46. 2. Acquisition & Retention Acquisition The market share of Woman traffic is 3 times higher compared to male traffic Reach* 3X 62 % 19% Male Traffic Female Traffic Opportunity to close the gap between the market share of woman and male traffic. 46 *Reach on an approximate yearly basis
  47. 47. 2. Acquisition & Retention Acquisition Male target profile behaves differently: • Higher conversion rate (+39%) • They are less brand oriented • Straight to the point • More price sensitive 47
  48. 48. 2. Acquisition & Retention Acquisition e.g. Banner optimalisation 48
  49. 49. 2. Acquisition & Retention Acquisition Focus on male traffic acquisition • Seperate male centric campaign (display & search) • Media targeting adapted to male (right placements) • Web Site Adaptation • Mailing & Choez magazine Heren Traffic increased with 1/3 year on year 49
  50. 50. 2. Acquisition & Retention Retention 50
  51. 51. 2. Acquisition & Retention Retention Remarketing Remarketing consists in reaching people who have previously visited your site, and show them relevant ads when they visit other sites on the Google Display Network. 51
  52. 52. 2. Acquisition & Retention Retention Remarketing … … … … … Remarketing is situated more at the end of the purchase funnel. 52
  53. 53. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) 53
  54. 54. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 54
  55. 55. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 55
  56. 56. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 56
  57. 57. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 57
  58. 58. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 58
  59. 59. 2. Acquisition & Retention Retention RLSA (Remarketing Lists for Search Ads) In Generic Campaigns the Torfs web site audience had a much better conversion rate and lower cost per acquisition. RLSA Torfs Web Site Audience Clicks Imp. CTR Avg. CPC 13% 13% +5,20% - 4,55% Conv. Cost / conv. Conv. Rate (1-per-click) (1-per-click) (1-per-click) 20% - 35,13% +51,75% 59
  60. 60. 3. What brings the future?
  61. 61. 3. What brings the future? Future of Analytics for Torfs? • Infinite potential of customized data (dimensions, metrics), which allows better segmentation • Follow users cross-device (user id!) • Data importation (coupons, shops, CRM) 61
  62. 62. 62

×