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1

CONVERSION
PARIS
‐
7
JUIN
2013

1

LA
CONVERSION,

UNE
PROBLÉMATIQUE
MULTI‐VARIABLE

2

CONVERSION
PARIS
‐
7
JUIN
2013

2

Thomas
FAIVRE‐DUBOZ

Directeur
Associé
&
Co‐fondateur

thomas@converteo.com

Who
am
I
?

•  Thomas
Faivre‐Duboz

–  HEC
2007

–  Co‐Founder
&
Partner
‐
Converteo

•  E‐business
ConsulWng
(15
consultants)

•  Author,
«
Web
Conversion
»
(2009)

&
«
Le
WebmarkeWng
»
(2011)

•  Speaker
@

3

CONVERSION
PARIS
‐
7
JUIN
2013

3

4

The
online

«
leaking
bucket
»

CONVERSION
PARIS
‐
7
JUIN
2013

4

Online
&
offline
customer
journey

5

Getting to your audience through
targeted campaigns
Inform
Help decision-making
Sell
Get the most out of your customer base
CONVERSION
PARIS
‐
7
JUIN
2013

5

1.
VALUE
PROPOSITION

6

CONVERSION
PARIS
‐
7
JUIN
2013

6

Is
your
prospect
willing/ready
to




…pay
for
your
product/service
?

…spend
Wme
on
your
website
?

…enter
your
CRM
program
?



Whatever
the
channel
!

7

CONVERSION
PARIS
‐
7
JUIN
2013

7

Something
your
compeWtors

cannot
offer
?

•  50%
to
70%
conWnuous
stock
sale

•  Service,
service,
service

•  Free
in‐shop
booking
&
delivery

•  4x
Credit
Card
Payments
with
very
low

fees

Free
delivery
in
‘Casino’
stores
even
for

heavy
home
appliances

8

CONVERSION
PARIS
‐
7
JUIN
2013

8

2.
GOALS
&
REASONS
OF
VISITS

9

CONVERSION
PARIS
‐
7
JUIN
2013

9

1.
Goals
depend

on
your
business
model

10

CONVERSION
PARIS
‐
7
JUIN
2013

10

•  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
2.
Goals
depend
on
what
people

are
currently
looking
for

11

CONVERSION
PARIS
‐
7
JUIN
2013

11

Buying
funnel

Channels

Need

InformaWon
search

Product
short‐list

Offer
comparison

Buy

Customer
service

Web
 Store
 Call‐center
 Catalog

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
CONVERSION
PARIS
‐
7
JUIN
2013

12

Example
:
does
social
«
sell
»
?

13

CONVERSION
PARIS
‐
7
JUIN
2013

13

Overall
:
the
importance

of
creaWng
habits
to
be
profitable

14

Paid traffic
Free ‘generic’ traffic
Free ‘brand’ traffic
 Creating loyalty is
about increasing free
brand traffic to your
website

And thus improving ROI
CONVERSION
PARIS
‐
7
JUIN
2013

14

3.
ERGONOMICS

15

CONVERSION
PARIS
‐
7
JUIN
2013

15

First,
invest
on
the
basics

Persuasive
Intuitive
Usable
Accessible
Functional
B. Eisenberg, FutureNow
It convinces
visitors to do
something
It works
16

CONVERSION
PARIS
‐
7
JUIN
2013

16

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 !
CONVERSION
PARIS
‐
7
JUIN
2013

17

…otherwise
this one
would not
be France’s
1st online
retailer…
Performance
has
nothing
to
do
with
beauty

18

CONVERSION
PARIS
‐
7
JUIN
2013

18

From
strategy
to
front‐office

19

FRONT‐OFFICE

WIREFRAME

ARCHITECTURE

SCOPE

STRATEGY

The customer experience
What you should do
to improve the
customer
experience
CONVERSION
PARIS
‐
7
JUIN
2013

19

« You have a very good-looking website
thus you are expensive »
PosiWoning
&
credibility

20

Abercrombie & FitchGap
CONVERSION
PARIS
‐
7
JUIN
2013

20

« 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

CONVERSION
PARIS
‐
7
JUIN
2013

21

4.
CROSS‐CHANNEL

22

CONVERSION
PARIS
‐
7
JUIN
2013

22

Cross‐channel
conversion
:

Digital
is
a
pivot

23

60
%

32
%

69
%

96
%

Research
Online
Research
Offline
Purchase
Offline
Purchase
Online
Source : Etude IAB d’après les données du CCB
Données 2010 pour la France, tous secteurs confondus
CONVERSION
PARIS
‐
7
JUIN
2013

23

5.
EXTERNAL
VARIABLES

24

CONVERSION
PARIS
‐
7
JUIN
2013

24

Weather
?

25

CONVERSION
PARIS
‐
7
JUIN
2013

25

Seasonality
?

26

CONVERSION
PARIS
‐
7
JUIN
2013

26

CompeWWon?

27

CONVERSION
PARIS
‐
7
JUIN
2013

27

6.
DATA
CULTURE

28

CONVERSION
PARIS
‐
7
JUIN
2013

28

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

CONVERSION
PARIS
‐
7
JUIN
2013

29

From
analyWcs
to
econometrics

30

CONVERSION
PARIS
‐
7
JUIN
2013

30

http://www.braintechllc.com/weatherforecastaccuracy.aspx
janv.‐13
 févr.‐13
 mars‐13
 avr.‐13
 mai‐13
 juin‐13

… to measure the efficiency
of a TV investment on online
sales ?
… to forecast sales depending
on investment hypotheses ?
CONCLUSION

31

CONVERSION
PARIS
‐
7
JUIN
2013

31

6
conversion
variables

1.  Value
proposiWon

2.  Goals
&
reasons
of
visits

3.  Ergonomics

4.  Cross‐channel

5.  External
variables
:
weather,
compeWWon,

seasonality,
…

6.  Data
culture

32

CONVERSION
PARIS
‐
7
JUIN
2013

32

QUESTIONS
/
RÉPONSES

33

CONVERSION
PARIS
‐
7
JUIN
2013

33


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