Semetis - Conversion Day 2014

1

How Torfs capitalized on Google Tools and leveraged technology to reinforce

its Digital Strategy.

1. Introduction

2

2. Digital Path

3. Conclusion

1. Introduction

3

Fact and Figures ‘Schoenen Torfs’ Family Company Pur Sang è  Since 1948, 3rd – 4th genera7on

Shoe chain store è 73 shops, 580 employees

Revenue 2012: 107M è  Doubled turnover 2006-‐2012 è  Online shop since March 2012

1. Introduc?on

4

•  Best Startup Webshop 2012

•  Best 2013

•  Best 2013 in the category Shoes

1. Introduc?on

Ecommerce by Torfs

5

•  To grow and win market share online

•  Increase service for Mobile and Smartphone

•  Online and offline integra7on

•  Expand interna7onally

1. Introduc?on

Challenges

6

•  To grow and win market share online

•  Increase service for Mobile and Smartphone

•  Online and offline integra7on

•  Expand interna7onally

1. Introduc?on

Challenges

7

1. Introduction

8

2. Digital Path

2. Digital Path

ACQUISITION ENGAGEMENT & RETENTION

BRAND STRATEGY

9

1. Brand Strategy -‐ Message & Objec?ves

2. Digital Path

10

2. Digital Path


11

2. Digital Path


12

2. Acquisi?on – Channels & Devices

2. Digital Path

13

3. Engagement – Audience – Site Engagement & Sales

2. Digital Path

14

4. Business Intelligence – Measurement/Technology

2. Digital Path

15

How Adver?sing & Technology did help us all along this Digital Path ?

16

1. Introduction

17

2. Digital Path

2.1 Traffic Acquisition & Measurement

2.2 Devices & Measurement

2.3 Engagement & Measurement

2.4 What’s Next ?

1. Introduction

18

2. Digital Path


How Technology helped us understanding Torfs Traffic Acquisi?on ?

2.1 Traffic Acquisi?on & Measurement

ACQUISITION

19

20

A. Traffic Acquisi?on 51% of visits came in Organic Search. 24% of visits came through Paid Search.


21


25%

75%

Website Traffic

Other Search


22


Search is very important for Torfs


25%

75%

Website Traffic

Other Search

23

A. Traffic Acquisi?on We know Search is a Key Channel for Torfs.

What about cross channels impact and the interac?on between

SEA & SEO ?


24

Cross Channel

“The Mul>-‐Channel Funnels-‐reports answers how your marke>ng channels work together to create sales and conversions.”


25

Cross Channel

People have several visits before buying shoes.

Funnel to conversion:


26

Cross Channel

Assis7ng

In this example Paid Search is first in this conversion funnel, Paid Search is assis7ng the other visits.



27

Cross Channel

Closing

Closing

Closing

Assis7ng

Organic Search is oWen last in the customer purchase journey and closes the conversion.



28

Observa?ons in MCF: •  Organic Search closed more sales than it assisted.

•  Paid Search assisted more sales than they closed and plays an important role in assis7ng the conversions.

Cross Channel


29

Cross Channel


•  More detailed analysis on

•  Categories (Generic / Torfs / Shoes Brand) •  Keyword length (head / mid / long keywords).

30

Cross Channel

In combina?on with

•  Paid Search •  Organic Search


31

Cross Channel

•  In all different categories we saw that SEA was assis7ng, while SEO was closing conversions in most cases. This means SEA plays a key role in Traffic Acquisi?on.


32

Cross Channel

•  In all different categories we saw that SEA was assis7ng, while SEO was closing conversions in most cases. This means SEA plays a key role in Traffic Acquisi?on.

•  SEO and SEA work complementary for Torfs in all categories as they target different Audiences.


33

Cross Channel


34

Cross Channel

Researchers


35

Cross Channel

Researchers

Buyers


How Technology/Adver?sing helped us improving Torfs Traffic Acquisi?on ?


ACQUISITION

36

Acquisi?on

37

•  Focus on New Prospects.

•  We did an Acquisi?on Analysis on the behavior of Male Traffic. Male Traffic is less present compared to Female Traffic.


The market share of Woman Traffic is 3 ?mes higher compared to Male Traffic.

Acquisi?on

38

62%

Opportunity to close the gap between the market share of Woman and Male Traffic.

19%

3X

Reach*

*Reach on an approximate yearly basis

Male Traffic Female Traffic


Acquisi?on

39

Male target profile behaves differently:

•  Higher conversion rate (+39%)

•  Less brand oriented

•  Straight to the point

•  More price sensi7ve


How to reach male researchers and make them buyers ?

40

•  Seperate Male centric campaign (Search & Display)

•  Media targe7ng adapted to Male

•  Website / Landing Pages Adapta7on

•  Mailing & Choez magazine

Focus on male researchers traffic acquisi?on:

Male Traffic increased by 33% year on year!

Acquisi?on


Acquisi?on

41

e.g. Banner op?miza?on


Traffic Acquisi?on Takeaways

Observa>ons •  Search is a key channel for Torfs •  SEO / SEA interac7on :

o  SEA assists sales à researchers / traffic acquisi7on o  SEO closes sales à buyers

•  Male Traffic has a high poten7al in terms of sales but is under-‐represented

Ac>on •  Focus on Male Researchers Traffic acquisi7on through SEA

(and other channels) with an adapted adver7sing strategy o  Results : +33% male traffic YoY

42


1. Introduction

43

2. Digital Path



How Technology helped us understanding Torfs Traffic per Device ?


44


Cross – Device Measurement

45


Trends

46


What will be our cost per acquisi7on for mobile?

What about ROI?

47



At the 7me no cross-‐device measurement with previous version of Google Analy7cs.

48

AdWords can es7mate cross-‐device conversions based on people that are logged into their Google Account. AdWords Es?mated Total Conversions:


CONVERSIONS + ESTIMATED CROSS-‐DEVICE CONVERSIONS = ESTIMATED TOTAL CONVERSIONS


49


On average 21 % more conversions can be aoributed to AdWords.

CONVERSIONS + ESTIMATED CROSS-‐DEVICE CONVERSIONS = ESTIMATED TOTAL CONVERSIONS


à Actual CPA is much lower à Mobile deserves more focus & investment

50


We did a compari7ve analysis of different devices:

Device Behavior

à Different online behavior à Different purpose of visit à Different posi7on in the purchase funnel

51

How Technology/Adver?sing can help us improving Torfs Traffic on Mobile ?


52

53


•  Mobile specific communica7on e.g. app extensions to promote choez 2.0.

•  Mobile bidding adapta7ons

•  Improved mobile Website

Ac?ons based on Business Intelligence:

Mobile Traffic Takeaways

Observa>ons •  High importance of Mobile Traffic in a consumer-‐centric

environment •  We understand the coockie issue and impact on cost per

acquisi7on •  We have a beoer understanding of the Mul?-‐Device

environment

Ac>on •  Adapted Marke7ng Communica7on and Adver7sing •  Performance based targe7ng

54

1. Introduction

55

2. Digital Path




How Technology helped us understanding User Naviga?on Behaviour ?


ENGAGEMENT & RETENTION

56

57

What did we do?


•  Landing pages analysis

•  Search Engine Op7misa7on (technical, on the page,…)

•  Advanced Keyword analysis (brand keywords, Torfs keywords, generic keywords)

•  Naviga7on Behavior analysis

58

Naviga?on Behaviour

53% of product page visits had No Interac?on with the product pages

53% 47%

Product page Interac?on

No engagement

Engagement

•  AWer analysis we discovered that some elements/buoons/tools were not used a lot (not clear, not at the right place or not interes7ng for the user).

Product page behaviour analysis while tracking the different buoons.


59

Naviga?on Behaviour

•  Some interac7on elements are below the fold.

Directly Visible


60

Naviga?on Behaviour

•  Some interac7on elements are below the fold.

Directly Visible

New to scroll – Below the fold


61

Naviga?on Behaviour

•  From the used elements it were mostly pictures that engaged people.


62

Naviga?on Behaviour

•  Interac7on with product pages increased conversion rate with up to 247%.

•  From the used elements it were mostly pictures that engaged people.


How Technology can help us improving user experience ?


63

ENGAGEMENT & RETENTION

64

Naviga?on Behaviour

Op7mize user experience on the web site.


65

User Experience Improvements

•  Matched Landing pages and created Op7mised landing pages for SEO results.

•  Created specific landing pages for keywords that had a high bounce rate.

•  Improved funnel flow and website structure based on naviga7on analysis.


Engagement & Measurement Takeaways

Observa>ons •  Landing Pages are very important as they are the entry

point on your website •  Keyword Analysis helps to beoer understand consumer

interest •  Naviga7on and product page analysis helps to understand

Conversion Behavior

Ac>on •  Landing page op7miza7on •  SEO op7miza7ons based on keyword analysis •  Product Page & Op7miza7on of naviga7on elements

66

1. Introduction

67

2. Digital Path




2.4 What’s Next ?

68

2.4 What’s Next ?

Today’s consumer is fast and fickle Many channels to interact with him all along his

purchase path

69

2.4 What’s Next ?

Today’s consumer is fast and fickle Many cross channels devices to interact with him all

along his purchase path

70

2.4 What’s Next ?

How can technology help Torfs dealing with this fast and fickle

consumer?

71

2.4 What’s Next ?


consumer?

Adver7sing Technological Plasorm

Adver?sing Technological Plamorms Benefits

Integra7on Reach

Single Cookies Efficiency

2.4 What’s Next ?

72

Adver?sing Technological Plamorm

73

2.4 What’s Next ?

74

2.4 What’s Next ?


consumer?

Social Retarge7ng

Social Retarge?ng

75

2.4 What’s Next ?

The social dimension cannot be skipped anymore and is an integral part of any digital strategy.

76

2.4 What’s Next ?


consumer?

77

2.4 What’s Next ?


consumer?

User Centric Tracking

Main advantage: Unique Iden7fier (UID) 3 unique visitors à 1 (logged) unique visitors

Classical Analy?cs

Universal Analy?cs

2.4 What’s Next ?

Universal Analy?cs

78

Unique Iden7fier (UID)

What does it mean ?

• We follow user all allong his naviga?on • We can beoer understand user naviga7on & purchase path • We can take ac?ons based on those insights (website improvement, digital adver7sing improvement, etc)

2.4 What’s Next ?

Universal Analy?cs

79

80

2.4 What’s Next ?


consumer?

81

2.4 What’s Next ?


consumer?

Tag Management

To follow this fast and fickle consumer we need more and more tracking.

How to deal with this tracking complexity ?

2.4 What’s Next ?

A Tag Management tool is a single interface that allows to manage all the tags on a website.

82

2.4 What’s Next ?

How does it work?

No more several tags on several pages Remarke7ng Tag, Analy7cs Tag, E-‐commerce Tag, Doubleclick Pixel, etc.

Only one container tag on all pages The container integrates the informa7on about all the others. The implementa7on of the other tags is managed through the Tag Management Tool interface.

Tag Management Tool

83

Tag Management Tool

•  Only one tag = container of all tracking

•  We can create new events / tracking with only a few clicks

•  We can fastly add/modify tags (ie: remarke7ng)

à It gives a broad flexibility and saves a lot of 7me

Benefits

2.4 What’s Next ?

Flexibility

84

•  Fast & Intui7ve : no need to change hard code far any new tracking. It can be easily implemented through Tag Manager interface so we skip the development part and save lots of 7me.

•  Very easy to use

à Even more flexible !

Benefits

2.4 What’s Next ?

Time Saving

Tag Management Tool

85

2.4 What’s Next ?

Tag Management Tools :

86

Why Implemen?ng a Tag Management Tool ?

1.  Simplified & Improved Tracking

2.  Allow Technological Advances / Ini7a7ves:

o  DoubleClick

o  Universal Analy7cs

o  More precise Audience Tracking à Remarke7ng

o  Allow us to focus on Business Intelligence

2.4 What’s Next ?

87

BUT…

•  Tag Management Tool implementa7on is very technical

•  You need a strong process

•  You need a specialist.

2.4 What’s Next ?

88

1. Introduction

89

2. Digital Path

3. Conclusion

90

What’s in it for me ?


•  Digital path is complex •  Consumer is fast & fickle

91


•  Technology allows you digital understanding & concrete improvement based on robust analysis.

à  Traffic Acquisi7on à  User Segmenta7on (profiling, purchase funnel) à  User Engagement

How to face that situa?on ?

92


•  BUT due to the environment complexity you need specialist & project managers.

93

94

95

How Torfs capitalized on Google Tools and leveraged technology to reinforce

its digital strategy.

Frederick Vijverman eBusiness Consultant

[email protected]

Doriane Magnus eBusiness Consultant [email protected]

Marketing

Semetis - Conversion Day 2014