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DO MY CARE CASE STUDY




                        1
SITUATION
                       Electrabel Version         Agency Version
                               Version 1                  Version 2
                         22/09/2003-22/10/2003      22/10/2003-18/02/2004


                                                         Campaign



Visit on homepage                                        Campaign
     DMC only
                          Exit section: 77%         Exit section: 21%
                          Exit website: 22%         Exit website: 76%

                                                                              This	
  is	
  
Visit on information
    pages DMC                                                                why	
  we	
  
                             31%                       14%                  contacted	
  
                         53 online contracts      162 online contracts       Netway
                       +247 offline contracts    +106 offline contracts

                        300 contracts             268 contracts
                                                                                               2
NETWAY TOOK US THROUGH AN
                                   ITERATIVE PROCESS

Understanding	
                                       What’s	
  the	
  user	
                           Behavioural	
  
                    Who	
  is	
  target	
  audience                               Flow	
  analysis
user	
  behaviour                                      mo6va6on                                      recommenda6ons




                                                                                                                          3
KEY RESULTS
                       Electrabel Version         Agency Version
                               Version 1                  Version 2                                    Version 3
                         22/09/2003-22/10/2003      22/10/2003-18/02/2004                            18/02/2004 


                                                         Campaign




                                                                            BEHAVIOR REVIEW
Visit on homepage                                        Campaign                                      Campaign
     DMC only
                          Exit section: 77%         Exit section: 21%                              Exit section: 14%
                          Exit website: 22%         Exit website: 76%                              Exit website: 50%




Visit on information
    pages DMC


                             31%                       14%                                          145%
                       53 online contracts        162 online contracts                         232 online contracts

                   +247 offline contracts        +106 offline contracts                       + 427 offline contracts

                       300 contracts               268 contracts                                659 contracts           4
ANALYSIS

• Ergonomic changes on the structure and the
  content with less attractive design

   In average users are 10 times more
    interested in the information presented (from
    2,5% to 25%)

   Impact: 37% users visit the subscribe page
    compared to 3%



                                                    5
ANALYSIS

• Analysis:
    Behavior review was a success, as the
     number of sub pages visited increased
     tenfold.
    The DoMyCare pages need cross linking
     during campaigns to avoid drop off.
    The interest in the contracts remains low
     (price setting problem?)

• Recommendations:
    Foresee cross linking on the DoMyCare pages.
                                                    6
Case study electrabel-do my care
®


                        Do you want the same results ?
                                                         Contact us




Marc Van Rymenant                                                 Alain Dewispelaere
       CEO & Founder                                                  Sales Director
         +352 621 31 22 07                                            +352 621 31 22 04
          marc@netway.eu                                               alain@netway.eu
 except where otherwise noted, content on this presentation is
 licensed under a Creative Commons Attribution 3.0 License                                8
Creative Commons Attribution 3.0 Licence
                                                                                                                                     ®




     You are free ...
                                         to copy, distribute, display, and perform the work




     ... under the following conditions
                                         Attribution. You must give the original author credit.


                            €            Non-commercial. You may not use this work for commercial purposes.


                                         No Derivative Works. You may not alter, transform, or build upon this work.


                          •       For any reuse or distribution, you must make clear to others the licence terms of this work.
                          •       Any of these conditions can be waived if you get permission from the copyright holder.
                          •       Nothing in this license impairs or restricts the author's moral rights.
      except where otherwise noted, content on this presentation is
      licensed under a Creative Commons Attribution 3.0 License                                                                  9
Having the right elements is
      not enough …




                                                                                     ®

                                                                     Simplifying interfaces.   TM
     except where otherwise noted, content on this presentation is
     licensed under a Creative Commons Attribution 3.0 License

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Case study electrabel-do my care

  • 1. DO MY CARE CASE STUDY 1
  • 2. SITUATION Electrabel Version Agency Version Version 1 Version 2 22/09/2003-22/10/2003 22/10/2003-18/02/2004 Campaign Visit on homepage Campaign DMC only Exit section: 77% Exit section: 21% Exit website: 22% Exit website: 76% This  is   Visit on information pages DMC why  we   31% 14% contacted   53 online contracts 162 online contracts Netway +247 offline contracts +106 offline contracts 300 contracts 268 contracts 2
  • 3. NETWAY TOOK US THROUGH AN ITERATIVE PROCESS Understanding   What’s  the  user   Behavioural   Who  is  target  audience Flow  analysis user  behaviour mo6va6on recommenda6ons 3
  • 4. KEY RESULTS Electrabel Version Agency Version Version 1 Version 2 Version 3 22/09/2003-22/10/2003 22/10/2003-18/02/2004 18/02/2004  Campaign BEHAVIOR REVIEW Visit on homepage Campaign Campaign DMC only Exit section: 77% Exit section: 21% Exit section: 14% Exit website: 22% Exit website: 76% Exit website: 50% Visit on information pages DMC 31% 14% 145% 53 online contracts 162 online contracts 232 online contracts +247 offline contracts +106 offline contracts + 427 offline contracts 300 contracts 268 contracts 659 contracts 4
  • 5. ANALYSIS • Ergonomic changes on the structure and the content with less attractive design  In average users are 10 times more interested in the information presented (from 2,5% to 25%)  Impact: 37% users visit the subscribe page compared to 3% 5
  • 6. ANALYSIS • Analysis:  Behavior review was a success, as the number of sub pages visited increased tenfold.  The DoMyCare pages need cross linking during campaigns to avoid drop off.  The interest in the contracts remains low (price setting problem?) • Recommendations:  Foresee cross linking on the DoMyCare pages. 6
  • 8. ® Do you want the same results ? Contact us Marc Van Rymenant Alain Dewispelaere CEO & Founder Sales Director +352 621 31 22 07 +352 621 31 22 04 marc@netway.eu alain@netway.eu except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 8
  • 9. Creative Commons Attribution 3.0 Licence ® You are free ... to copy, distribute, display, and perform the work ... under the following conditions Attribution. You must give the original author credit. € Non-commercial. You may not use this work for commercial purposes. No Derivative Works. You may not alter, transform, or build upon this work. • For any reuse or distribution, you must make clear to others the licence terms of this work. • Any of these conditions can be waived if you get permission from the copyright holder. • Nothing in this license impairs or restricts the author's moral rights. except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 9
  • 10. Having the right elements is not enough … ® Simplifying interfaces. TM except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License