The Red CarpetOptimizing Usability & Mediamix
Hi,  I’m Steve   # UNIGRO E-commerce Manager since February 2012www.unigro.be           sdeveirman@unigro.be         @stev...
How WE think visitors look    @our website …
How VISTORS really look   @our website …
Unigro ?Heatmap & usabilityMediamix & CPAConclusions
Unigro
Unigro• °1948 Belgian pioneer in Mail Order• Since 1988 part of 3SUISSES INTERNATIONAL• 2005 start Webshop• Products : Fur...
Heatmap & usability
A Heatmap tool• www.attentionwizzard.com• Based on algorithems & science models• No implementation needed• Upload jpg …• E...
Heatmap 1 Diffuse – no attention point – multi messaging – no colour accents – weak …
Heatmap 2 Heatpoints on most important CTA – colour rankings – less is more …
Heatmaps leading to …• Quickwin adaptations on HP• New Wireframes & Prototype• New site layout• Evangelisation graphic tea...
Mediamix & CPA
Mediamix• UNIGRO uses 7 online channels• Direct entry is the most frequented (ie. Brand + Catalogue)• Affiliation campaign...
#VpV• The Paid Medium with the highest potential is SEA (VpV = €6.44)• The highest value comes from SEO (VpV = €9.61)• The...
#CPA• Calculate a Cost-model per Channel• Look for quality drivers in each campaign channel• Allocate budget and optimize ...
Conclusions              & TODO
Test, test, testTools, tools, toolsCreate VpV dashboards to allocate budgetCreate CPA model for all your channelsNever sto...
www.unigro.be   sdeveirman@unigro.be   @stevedv
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The red carpet presentation otto ecommerce seminar

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The red carpet presentation otto ecommerce seminar

  1. 1. The Red CarpetOptimizing Usability & Mediamix
  2. 2. Hi, I’m Steve # UNIGRO E-commerce Manager since February 2012www.unigro.be sdeveirman@unigro.be @stevedv
  3. 3. How WE think visitors look @our website …
  4. 4. How VISTORS really look @our website …
  5. 5. Unigro ?Heatmap & usabilityMediamix & CPAConclusions
  6. 6. Unigro
  7. 7. Unigro• °1948 Belgian pioneer in Mail Order• Since 1988 part of 3SUISSES INTERNATIONAL• 2005 start Webshop• Products : Furniture/Deco/Image/Sound/ …• SalesChanels : Catalogue, Telephone, Webshop• Internet activity grows | >42% April 2012• 80% Credit | 90% Free Gift
  8. 8. Heatmap & usability
  9. 9. A Heatmap tool• www.attentionwizzard.com• Based on algorithems & science models• No implementation needed• Upload jpg …• Easy to use• GACP
  10. 10. Heatmap 1 Diffuse – no attention point – multi messaging – no colour accents – weak …
  11. 11. Heatmap 2 Heatpoints on most important CTA – colour rankings – less is more …
  12. 12. Heatmaps leading to …• Quickwin adaptations on HP• New Wireframes & Prototype• New site layout• Evangelisation graphic team …(come and see us in September2012 …)
  13. 13. Mediamix & CPA
  14. 14. Mediamix• UNIGRO uses 7 online channels• Direct entry is the most frequented (ie. Brand + Catalogue)• Affiliation campaigns lead to +21% of online trafic• Adwords (cpc) now only brings 3%TODO = SEO optimization … migration to OSEcom in Summer
  15. 15. #VpV• The Paid Medium with the highest potential is SEA (VpV = €6.44)• The highest value comes from SEO (VpV = €9.61)• The Affiliate campaigns only drive a VpV of €0.20 …TODO = Optimise the Media Channels NOT on trafic, but on Value ! Budget allocation to highest Value driving campaigns
  16. 16. #CPA• Calculate a Cost-model per Channel• Look for quality drivers in each campaign channel• Allocate budget and optimize mediamix based on Value& CPA
  17. 17. Conclusions & TODO
  18. 18. Test, test, testTools, tools, toolsCreate VpV dashboards to allocate budgetCreate CPA model for all your channelsNever stop changing & optimizing …
  19. 19. www.unigro.be sdeveirman@unigro.be @stevedv

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