[Etude de cas] Nicolas par Webcombordx

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Les webcombordx ont planché sur une recommandation pour le site nicolas.com : design, refonte du site, SEO, stratégie digitale... #WCMRS #webcombordx

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[Etude de cas] Nicolas par Webcombordx

  1. 1. Web Strategy Business English - 24.01.14 ! Dior Blaiseau // Henri Guérin // Gauvin Bristiel // Alexis Fillon #WCMRS
  2. 2. SUMMARY 1. 2. 3. 4. 5. 6. 7. Objectives Target Website blueprint E-business strategy SEO SEA Social Media
  3. 3. OBJECTIVES Nicolas = High quality + Reasonable prices website increase sales better user experience develop customer loyalty value added services
  4. 4. TARGET 18-50 male/female CSP+ active people confortable with internet shopping they may know Nicolas (or not!) ! ! ! = make Nicolas the standard for everyday wine buying
  5. 5. WEBSITE BLUEPRINT Homepage Name Appellation Region Color
  6. 6. WEBSITE BLUEPRINT Site structure Choice Year Name Number Bottle sign + adress Pay OK + email
  7. 7. WEBSITE BLUEPRINT Site structure
  8. 8. WEBSITE BLUEPRINT Site structure
  9. 9. WEBSITE BLUEPRINT Product specifications
  10. 10. E-BUSINESS Advanced Search Box bring the advanced search to the homepage search autocomplete feature increase user experience food and wine matching an « akinator-like » search functionality ? !
  11. 11. E-BUSINESS Click-to-chat real-time online customer service offer support to the right person, at the right time increase average basket value reduce abandonment rate
  12. 12. E-BUSINESS Fidelity Program every order will give you « winecoins » 1$/€/£ spent = 1 winecoin earn 100 winecoin = 10% off your next order available online + physical stores
  13. 13. E-BUSINESS Nicolas Box a new kind of membership monthly fees starts at 15€ including delivery 1 box = 2 bottles selected with specialists no commitment 15€ 20€
  14. 14. E-BUSINESS Others free delivery in stores weekly flash sales on nicolas.com 4 flash sales per year on specialized websites premium account with additional functionalities
  15. 15. SEO Current website New website total denial of HTML semantic naming strategy strange & confusing categorizing en.nicolas.com fr.nicolas.com be.nicolas.com no optimization anywhere just keywords here and there… ! no one at Nicolas ever worked its SEO SEO-compatible and responsive theme reorganization of categories price comparators optimization call-to-action
  16. 16. SEA keywords « nicolas wine » , « buy affordable wine » , « buy wine online » , « buy cheap wine » , « buy red wine », « buy white wine » , « inexpensive bordeaux wine », « online wine shop »… ads top ad right ad budget 8000€ / month
  17. 17. SOCIAL MEDIA Objective : improve the current social media strategy based on the new website keep the old page & strategy events / new blog articles / new youtube videos / follow partners & retailers more information about the products/ advices from Nicolas’s sommeliers wine+food tips / SEO-oriented
  18. 18. THANK YOU !

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