Traffic, conversions & branding. Three different concepts, often separated within a company. What would happen if we combine knowledge & tactics from designers, information architects, strategists & online marketers to approach all three concepts simultaneously?
Wijs explains this holistic approach using a theoretical framework accompanied by practical tactics & working methods applied to 2 major brands in the Belgian landscape: Carglass and JM-Bruneau.
29. ‣ First interactions.
‣ Organic CPC are important for first interactions
Aantal
van
Medium
Medium Total
Entries
(none) 1343
compare 211
cpc 576
email 209
organic 2282
referral 269
Eindtotaal 4890
Source: Pivot table combining landing pages + medium as secondary dimension
Top of marketing funnel.
Organic CPC
30. Middle of marketing funnel.
Direct
!
Organic
!
CPC
!
Mailings
Source: Pivot table combining top conversion paths with revenue per conversion
31. ‣ Last interaction before a sale.
Source: Model Comparison Tool, Last interaction model
Direct
Mailings
Organic CPC
Organic, CPC, Direct
Mailings
Bottom of marketing funnel.