Conversion Conference Paris - Keynote Converteo Thomas Faivre Duboz - CRO (conversion rate optimization) is a multivariate problematics

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CONVERSION PARIS ‐ 7 JUIN 2013 1
LA CONVERSION,
UNE PROBLÉMATIQUE MULTI‐VARIABLE

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Thomas FAIVRE‐DUBOZ
Directeur Associé & Co‐fondateur
thomas@converteo.com

3. Who am I ?
• Thomas Faivre‐Duboz
– HEC 2007
– Co‐Founder & Partner ‐ Converteo
• E‐business ConsulWng (15 consultants)
• Author, « Web Conversion » (2009)
& « Le WebmarkeWng » (2011)
• Speaker @
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The online
« leaking bucket »
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5. Online & offline customer journey
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Getting to your audience through
targeted campaigns
Inform
Help decision-making
Sell
Get the most out of your customer base
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6. 1. VALUE PROPOSITION
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7. Is your prospect willing/ready to
…pay for your product/service ?
…spend Wme on your website ?
…enter your CRM program ?
Whatever the channel !
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8. Something your compeWtors
cannot offer ?
• 50% to 70% conWnuous stock sale
• Service, service, service
• Free in‐shop booking & delivery
• 4x Credit Card Payments with very low
fees
Free delivery in ‘Casino’ stores even for
heavy home appliances
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9. 2. GOALS & REASONS OF VISITS
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10. 1. Goals depend
on your business model
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• Media & content
• Goals : 10 pageviews, video views, newsletter subscription, comment,
like, …
Information
• Customer care, CRM program, contests
• Selfcare actions, subscription, form filling, voucher impression, surveys,
Relation
• eCommerce, lead generation…
• Purchase, quotation, request for information
Transaction

11. 2. Goals depend on what people
are currently looking for
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Buying funnel
Channels
Need
InformaWon search
Product short‐list
Offer comparison
Buy
Customer service
Web Store Call‐center Catalog

12. The right lever for the right goal
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Exposure Conversion
Search
« brand » keywords
Display Display / Retargeting
Affiliation
Targeted e-mailing
Social Marketing
Search
« generic » keywords
CRM
Untargeted e-mailing
People don t know you
People know you can
answer their needs
People are eager to do
something
People reach your
expected goal
Acquisition e-mailing
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13. Example : does social « sell » ?
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14. Overall : the importance
of creaWng habits to be profitable
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Paid traffic
Free ‘generic’ traffic
Free ‘brand’ traffic
Creating loyalty is
about increasing free
brand traffic to your
website
And thus improving ROI
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15. 3. ERGONOMICS
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16. First, invest on the basics
Persuasive
Intuitive
Usable
Accessible
Functional
B. Eisenberg, FutureNow
It convinces
visitors to do
something
It works
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17. 1. Your code and your image must be light
2. Your server must generate pages quickly
Page load Wme
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Reduce the traffic lost even before reaching your page !
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18. …otherwise
this one
would not
be France’s
1st online
retailer…
Performance has nothing to do with beauty
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19. From strategy to front‐office
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FRONT‐OFFICE
WIREFRAME
ARCHITECTURE
SCOPE
STRATEGY
The customer experience
What you should do
to improve the
customer
experience
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20. « You have a very good-looking website
thus you are expensive »
PosiWoning & credibility
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Abercrombie & FitchGap
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21. « You have a good-looking website but I can’t find the
product i’m looking for »
Le
Bon
Marché
(www.treeslbm.com)
User experience
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22. 4. CROSS‐CHANNEL
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23. Cross‐channel conversion :
Digital is a pivot
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60 %
32 %
69 %
96 %
Research
Online
Research
Offline
Purchase
Offline
Purchase
Online
Source : Etude IAB d’après les données du CCB
Données 2010 pour la France, tous secteurs confondus
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24. 5. EXTERNAL VARIABLES
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25. Weather ?
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26. Seasonality ?
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27. CompeWWon?
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28. 6. DATA CULTURE
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29. From I like it
to I opWmize it based on KPIs
NO
YES
VS
A B
DATA
OPTIMISATION
V1
V2
V3
Like
it ?
Design
Hum, No
Yes !
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30. From analyWcs to econometrics
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http://www.braintechllc.com/weatherforecastaccuracy.aspx
janv.‐13 févr.‐13 mars‐13 avr.‐13 mai‐13 juin‐13
… to measure the efficiency
of a TV investment on online
sales ?
… to forecast sales depending
on investment hypotheses ?

31. CONCLUSION
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32. 6 conversion variables
1. Value proposiWon
2. Goals & reasons of visits
3. Ergonomics
4. Cross‐channel
5. External variables : weather, compeWWon,
seasonality, …
6. Data culture
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33. QUESTIONS / RÉPONSES
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