10. 1. Goals depend
on your business model
10
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• Media & content
• Goals : 10 pageviews, video views, newsletter subscription, comment,
like, …
Information
• Customer care, CRM program, contests
• Selfcare actions, subscription, form filling, voucher impression, surveys,
Relation
• eCommerce, lead generation…
• Purchase, quotation, request for information
Transaction
12. The right lever for the right goal
12
Exposure Conversion
Search
« brand » keywords
Display Display / Retargeting
Affiliation
Targeted e-mailing
Social Marketing
Search
« generic » keywords
CRM
Untargeted e-mailing
People don t know you
People know you can
answer their needs
People are eager to do
something
People reach your
expected goal
Acquisition e-mailing
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17. 1. Your code and your image must be light
2. Your server must generate pages quickly
Page load Wme
17
Reduce the traffic lost even before reaching your page !
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18. …otherwise
this one
would not
be France’s
1st online
retailer…
Performance has nothing to do with beauty
18
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20. « You have a very good-looking website
thus you are expensive »
PosiWoning & credibility
20
Abercrombie & FitchGap
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21. « You have a good-looking website but I can’t find the
product i’m looking for »
Le
Bon
Marché
(www.treeslbm.com)
User experience
21
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29. From I like it
to I opWmize it based on KPIs
NO
YES
VS
A B
DATA
OPTIMISATION
V1
V2
V3
Like
it ?
Design
Hum, No
Yes !
29
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