10. 1. Analysis & Segmentation
A. Traffic Acquisition
B. Cross Channel
C. Navigation behavior
10
11. 1. Analysis & Segmentation
A. Traffic Acquisition
11
12. 1. Analysis & Segmentation
A. Traffic Acquisition
51% of visits came in Organic.
24% of visits came through Paid Search
12
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. 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. 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. 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. 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. 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
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. 1. Analysis & Segmentation
B. Cross Channel
Funnel to conversion:
People have several visits before buying shoes.
21
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. 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. 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
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. 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. 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
32. 1. Analysis & Segmentation
C. Navigation Behaviour
32
33. 1. Analysis & Segmentation
C. Navigation Behaviour
Optimize user experience on the web site.
33
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. 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. 1. Analysis & Segmentation
C. Navigation Behaviour
• Some interaction elements are below the fold.
Directly Visible
36
37. 1. Analysis & Segmentation
C. Navigation Behaviour
• Some interaction elements are below the fold.
Directly Visible
New to scroll – Below the fold
37
38. 1. Analysis & Segmentation
C. Navigation Behaviour
• From the used elements it were mostly
pictures that engaged people.
38
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. 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. 1. Analysis & Segmentation
“Not all visits are similar and their average
performance hides Business Intelligence”
41
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
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. 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. 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. 2. Acquisition & Retention
Acquisition
e.g. Banner optimalisation
48
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
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. 2. Acquisition & Retention
Retention
Remarketing
…
…
…
…
…
Remarketing is situated more at the end of the purchase
funnel.
52
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. 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. 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. 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. 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. 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
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