User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)

Case 1: How Torfs has leveraged
technology to apply user-centric
advertising

1

Introduction
1. Analysis & Segmentation
2. Acquisition & Retention

3. What brings the future?
2

Introduction

Facts & Figures Schoenen Torfs
Family company Pur Sang
 Since 1948, 3de – 4de generation

Shoe chain store
 73 shops, 580 employees

Revenue 2012: 107K
 Doubled turnover 2006-2012
 Online shop since March 2012

Introduction

E-commerce by TORFS
• Best startup webshop
• Best
• Best
2013
in shoes category

2013

2012

Introduction

E-commerce by TORFS: Challenges
• To grow & win market share online
• Mobile Smartphone better service
• Online + offline integration

• Expand internationally

Introduction

Multichannel Search & Sales

Introduction

TORFS & Semetis
• To grow & win market share online
– Find new visitors – New customers

– Audit visitors/customers behaviour
– Create/Maintain campaigns -> Max. CPA


A. Traffic Acquisition
B. Cross Channel
C. Navigation behavior
10



11


51% of visits came in Organic.
24% of visits came through Paid Search

12


Web Site Traffic
Other

Search
25%

75%
13


Web Site Traffic
Other

Search
25%

Search is very important for Torfs

75%
14


16% of visits came in Direct.
36% of visits came through Search with a keyword
containing Torfs Brand.

15


Web Site Traffic
Other

Torfs

52% 48%
16


Web Site Traffic
Other

Torfs Brand is very Strong

Torfs

52% 48%
17


• An extra focus on Search Traffic because of the
importance of Search for Torfs traffic acquisition
process (75% of web site visits came via search).
• Follow-up of the acquisition of new prospects and
retention of existing visitors (52% of visits came to
the web site with Torfs in mind).
18


B. Cross Channel

19


B. Cross Channel
“The Multi-Channel Funnels reports answers how your
marketing channels work together to create sales and
conversions.”

20


B. Cross Channel
Funnel to conversion:

People have several visits before buying shoes.
21


B. Cross Channel

Assisting

In this example paid search is first in this conversion
funnel, paid search is assisting the other visits.

22


B. Cross Channel

Closing

Closing
Closing
Assisting

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

23


B. Cross Channel
Observations in MCF:

• Organic Search and Direct Traffic closed more sales
than they assisted.
• Paid Search, Email, Social, Referral and Display
assisted more sales than they closed and play an
important role in assisting the conversions.
24


B. Cross Channel

25


B. Cross Channel
• More detailed analysis on
• Categories (Generic / Torfs / Shoes Brand)
• Keyword length (head / mid / long keywords).
In combination with

• Paid Search
• Organic Search
26


B. Cross Channel
• In all different categories we saw that SEA was
assisting, while SEO was closing conversions in most cases.

27


B. Cross Channel
• In all different categories we saw that SEA was
assisting, while SEO was closing conversions in most cases.
• SEO and SEA work complementary for Torfs in all
categories as they target different audiences.

28


B. Cross Channel

29


B. Cross Channel

Researchers

30


B. Cross Channel

Researchers

Buyers
31


C. Navigation Behaviour

32


Optimize user experience on the web site.

33


1. Landing page analysis in order to give the best user
experience for his search result:
• Optimised landing pages for SEO results.
• Created specific landing pages for keywords that had a high
bounce rate.

34


2. Product page behaviour analysis while tracking the
different buttons.
Product page engagement

47% 53%

No engagement

53% of product page visits had
No Interaction with the product
pages

Engagement

• After analysis we discovered that some elements/buttons/tools were not used a
lot (not clear, not at the right place or not interesting for the user).
35


• Some interaction elements are below the fold.
Directly Visible

36


• Some interaction elements are below the fold.
Directly Visible
New to scroll – Below the fold

37


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

38


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

39


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

• Continuous testing of different interaction elements
to continually improve product pages.
40


“Not all visits are similar and their average
performance hides Business Intelligence”

41


“Not all visits are similar and their average
performance hides Business Intelligence”
• Visitors with Torfs in mind versus new prospects.
• Researchers versus Buyers.
• Interaction versus non-interaction visits.
42


Acquisition

44


Acquisition
• Focus on new prospects.
• We did an Acquisition Analysis on the behavior of male
traffic. Male traffic is less present compared to female
traffic.

45


Acquisition
The market share of Woman traffic is 3 times higher
compared to male traffic
Reach*

3X
62
%
19%

Male Traffic

Female Traffic

Opportunity to close the gap between the market share of woman and male traffic.
46
*Reach on an approximate yearly basis


Acquisition
Male target profile behaves differently:
• Higher conversion rate (+39%)
• They are less brand oriented
• Straight to the point
• More price sensitive
47


Acquisition
e.g. Banner optimalisation

48


Acquisition
Focus on male traffic acquisition
• Seperate male centric campaign (display & search)
• Media targeting adapted to male (right placements)

• Web Site Adaptation
• Mailing & Choez magazine

Heren Traffic increased with 1/3 year on year
49


Retention

50


Retention
Remarketing
Remarketing consists in reaching people who have previously
visited your site, and show them relevant ads when they visit
other sites on the Google Display Network.

51


Retention
Remarketing
…
…
…
…
…
Remarketing is situated more at the end of the purchase
funnel.

52


Retention
RLSA (Remarketing Lists for Search Ads)

53


Retention
In Generic Campaigns the Torfs web site audience had a much better
conversion rate and lower cost per acquisition.
RLSA
Torfs
Web Site
Audience

Clicks Imp.

CTR

Avg. CPC

13% 13% +5,20% - 4,55%

Conv.
Cost / conv. Conv. Rate
(1-per-click) (1-per-click) (1-per-click)

20%

- 35,13% +51,75%

54


Retention
RLSA
Torfs
Web Site
Audience

Clicks Imp.

CTR

Avg. CPC

13% 13% +5,20% - 4,55%

Conv.

20%

- 35,13% +51,75%

55


Retention
RLSA
Torfs
Web Site
Audience

Clicks Imp.

CTR

Avg. CPC

13% 13% +5,20% - 4,55%

Conv.

20%

- 35,13% +51,75%

56


Retention
RLSA
Torfs
Web Site
Audience

Clicks Imp.

CTR

Avg. CPC

13% 13% +5,20% - 4,55%

Conv.

20%

- 35,13% +51,75%

57


Retention
RLSA
Torfs
Web Site
Audience

Clicks Imp.

CTR

Avg. CPC

13% 13% +5,20% - 4,55%

Conv.

20%

- 35,13% +51,75%

58


Retention
RLSA
Torfs
Web Site
Audience

Clicks Imp.

CTR

Avg. CPC

13% 13% +5,20% - 4,55%

Conv.

20%

- 35,13% +51,75%

59

3. What brings the future?

Future of Analytics for Torfs?
• Infinite potential of customized data (dimensions,
metrics), which allows better segmentation
• Follow users cross-device (user id!)
• Data importation (coupons, shops, CRM)

61

User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick-Frederik)

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