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Beobank case study Duopresentatie: An Haenen (Y&R) & Nicolas Prost-Gargoz (Beobank). #ETS13
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eTrade Summit – Case Beobank Nicolas Prost-Gargoz
An Haenen
Agenda
n Beobank and online acquisition
n Case concept
n Smart traffic driving
n Types of optimisation
n Outcome & results
Beobank and online acquisition
Beobank in Belgium
192 agencies 1.000 employees
6 Call Centers • Beobank Service Center (50 FTE)
• 5 External Call Centers (60 FTE)
Acquisition strategy with strong online focus
Agency number 1 in terms of acquisition
= medium online
= Beobank online team (3 FTE)
= Y&R (2,5 FTE)
32% of new loans clients
20% of new cards clients
Case concept
Acquisition agreement
• Continuous online acquisition campaigns
• Web agency (Y&R) buys the online media
• Beobank pays Y&R by account booked (CPA model since 2011 Q2)
• Cards are booked 100% remotely
• Loans are booked remotely or in POS
Focus on Profitability
Strategic Challenge
Investments have increased by 21% but bookings have grown by 84% Cost Per Account decreased by 40%
Performance Model
Online acquisition
Media planning &
buying
Campaign production
Website production
Reporting
Media optimisation
Website optimisation
2 targets
• Achieve new cards & loans clients at a maximum CPA
Cost per account
• Annual target in terms of volume Volume
It’s all about ...
DRIVING GOOD TRAFFIC
It’s all about ...
AT AN ACCEPTABLE PRICE
It’s all about ...
KEEPING THE BALANCE BETWEEN VOLUME AND CPA
It’s all about ...
PLAYING DJ 24/7
It’s all about ...
MANAGEMENT
Smart traffic driving
Drive to web & CPA management
Website management & optimisation
Research & analysis
No traffic driving without closing the loop thinking
Use a smart tagging process
n Traffic driving with new media partners is always a hassle: – New tags need to be implemented in e-sales funnel – Often in secured environments è IT dependent
n Develop smart tagging without IT involvement: – Old process: tagging for new partners could take 2 weeks – Current process: 1 hour / 1 day thanks to use of GTM
Launch new campaigns in 24 hours
Find the right balance in traffic drivers
Beobank.be SEO
SEA
Partnerships Linkbuilding
Display Remarketing
Premium campaigns
Contextual Advertising
Affiliate marketing
Mobile advertising
Above?
Remarketing - rule nr. 1
NEVER WASTE A COOKIE
Remarketing - rule nr. 2
DEFINE LOGICAL AND SIMPLE BUSINESS RULES FOR
SEGMENTATION
Remarketing - rule nr. 2
DON’T EXAGGERATE IN SEGMENTATION: KEEP IT COST EFFICIENT
Segment One
One One
The benefit of remarketing
Higher interest &
involvement Higher
conversion Real time bidding Low CPA
n CPA vs premium display campaigns (CPD/CPM) è up to 8 times lower
n CPA vs performance reach campaigns (CPC) è up to 3 times lower
Types of optimisation
Many types of optimisations
Creative A/B testing
Funnel and form optimisation
Page optimisation
SEO optimisation
On-site remarketing
Many available tools
Never start your optimisations based on a tool selection
First things first !
| PRESENTING TO [BEOBANK] PAGE 26
Design a plan before getting started
And avoid ending-up like this
| PRESENTING TO [BEOBANK] PAGE 27
Optimisation plan
• Define the KPI’s • Conversions • Bounce rate • CTR to step 1 of the funnel • Average time on site • Engagement
• Define what to optimise based on
• Hypotheses • Business rules • Development time (ROI) • Possible duration
Tool selection in function of the plan
Optimisation 1: creative A/B testing
Optimisation 1: creative A/B testing
Optimisation 2: credit card funnel
Optimisation 3: landingpages
n Define pages to test upon variables è mathematical approach
Poten&al Test Page Poten&al Importance Ease Priority Ra&ng
Visa LP 5 5 4 14 Visa PP 4 2 4 10 Cards Splash page 5 1 3 9 Cards Funnel 1 4 1 3 8 Cards Funnel 2 2 1 3 6 Cards Funnel 3 1 1 3 5
Optimisation 3: landingpages n Current test page Beobank
Optimisation 3: landingpages
n Create strong hypotheses with a conversion model methodology
The 6 conversion factors: 1. Value Proposition 2. Relevance 3. Clarity 4. Anxiety 5. Distraction 6. Urgency
Optimisation 3: landingpages
n Use heatmaps for extra insights and new hypotheses
Optimisation 3: landingpages
n The outcome – 7 test versions x 2 languages = 14 versions – 1 extra version combining all 7 test variables – duration of testing: 2 months – expected conversion uplift for the best version: +25%
Optimisation 3: landingpages
Optimisation 4: On-site remarketing
n Off-site to on-site focus:
n Increasing on-site conversion performance versus traffic acquisition
n Real-time remarketing
Conversion lift of 15% on exposed traffic
Outcome & results
Results loans acquisition
n First full year of CPA agreement è 2012: + 57%
n Jan/Sept 2013 è +18%
Results cards acquisition
n First full year of CPA agreement è 2012: + 44%
n Jan/Sept 2013 è +10%
Thank you! Any questions?