Conversion Day 2014

1. 1
How
Torfs
capitalized
on
Google
Tools
and
leveraged
technology
to
reinforce
its
Digital
Strategy.

2. 1. Introduction
2
2. Digital Path
3. Conclusion

3. 1. Introduction
3

4. Fact
and
Figures
‘Schoenen
Torfs’
Family
Company
Pur
Sang
è Since
1948,
3rd
–
4th
genera7on
Shoe
chain
store
è
73
shops,
580
employees
Revenue
2012:
107M
è Doubled
turnover
2006-­‐2012
è Online
shop
since
March
2012
1.
Introduc?on
4

5. • Best
Startup
Webshop
2012
• Best
2013
• Best
2013
in
the
category
Shoes
1.
Introduc?on
Ecommerce
by
Torfs
5

6. • To
grow and win market
share
online
• Increase
service
for
Mobile
and
Smartphone
• Online and offline integra7on
• Expand
interna7onally
1.
Introduc?on
Challenges
6

7. • To
grow and win market
share
online
• Increase
service
for
Mobile
and
Smartphone
• Online and offline integra7on
• Expand
interna7onally
1.
Introduc?on
Challenges
7

8. 1. Introduction
8
2. Digital Path

9. 2.
Digital
Path
ACQUISITION
ENGAGEMENT
&
RETENTION
BRAND
STRATEGY
9

10. 1.
Brand
Strategy
-­‐
Message
&
Objec?ves
2.
Digital
Path
10

11. 2.
Digital
Path
1.
Brand
Strategy
-­‐
Message
&
Objec?ves
11

12. 2.
Digital
Path
1.
Brand
Strategy
-­‐
Message
&
Objec?ves
12

13. 2.
Acquisi?on
–
Channels
&
Devices
2.
Digital
Path
13

14. 3.
Engagement
–
Audience
–
Site
Engagement
&
Sales
2.
Digital
Path
14

15. 4.
Business
Intelligence
–
Measurement/Technology
2.
Digital
Path
15

16. How
Adver?sing
&
Technology
did
help
us
all
along
this
Digital
Path
?
16

17. 1. Introduction
17
2. Digital Path
2.1 Traffic Acquisition & Measurement
2.2 Devices & Measurement
2.3 Engagement & Measurement
2.4 What’s Next ?

18. 1. Introduction
18
2. Digital Path
2.1 Traffic Acquisition & Measurement

19. How
Technology
helped
us
understanding
Torfs
Traffic
Acquisi?on
?
2.1
Traffic
Acquisi?on
&
Measurement
ACQUISITION
19

20. 20
A.
Traffic
Acquisi?on
51%
of
visits
came
in
Organic
Search.
24%
of
visits
came
through
Paid
Search.
2.1
Traffic
Acquisi?on
&
Measurement

21. 21
A.
Traffic
Acquisi?on
51%
of
visits
came
in
Organic
Search.
24%
of
visits
came
through
Paid
Search.
25%
75%
Website
Traffic
Other
Search
2.1
Traffic
Acquisi?on
&
Measurement

22. 22
A.
Traffic
Acquisi?on
51%
of
visits
came
in
Organic
Search.
24%
of
visits
came
through
Paid
Search.
Search
is
very
important
for
Torfs
2.1
Traffic
Acquisi?on
&
Measurement
25%
75%
Website
Traffic
Other
Search

23. 23
A.
Traffic
Acquisi?on
We
know
Search
is
a
Key
Channel
for
Torfs.
What
about
cross
channels
impact
and
the
interac?on
between
SEA
&
SEO
?
2.1
Traffic
Acquisi?on
&
Measurement

24. 24
Cross
Channel
“The
Mul>-­‐Channel
Funnels-­‐reports
answers
how
your
marke>ng
channels
work
together
to
create
sales
and
conversions.”
2.1
Traffic
Acquisi?on
&
Measurement

25. 25
Cross
Channel
People
have
several
visits
before
buying
shoes.
Funnel
to
conversion:
2.1
Traffic
Acquisi?on
&
Measurement

26. 26
Cross
Channel
Assis7ng
In
this
example
Paid
Search
is
first
in
this
conversion
funnel,
Paid
Search
is
assis7ng
the
other
visits.
Funnel
to
conversion:
2.1
Traffic
Acquisi?on
&
Measurement

27. 27
Cross
Channel
Closing
Closing
Closing
Assis7ng
Organic
Search
is
oWen
last
in
the
customer
purchase
journey
and
closes
the
conversion.
Funnel
to
conversion:
2.1
Traffic
Acquisi?on
&
Measurement

28. 28
Observa?ons
in
MCF:
• Organic
Search
closed
more
sales
than
it
assisted.
• Paid
Search
assisted
more
sales
than
they
closed
and
plays
an
important
role
in
assis7ng
the
conversions.
Cross
Channel
2.1
Traffic
Acquisi?on
&
Measurement

29. 29
Cross
Channel
2.1
Traffic
Acquisi?on
&
Measurement

30. • More
detailed
analysis
on
• Categories
(Generic
/
Torfs
/
Shoes
Brand)
• Keyword
length
(head
/
mid
/
long
keywords).
30
Cross
Channel
In
combina?on
with
• Paid
Search
• Organic
Search
2.1
Traffic
Acquisi?on
&
Measurement

31. 31
Cross
Channel
• In
all
different
categories
we
saw
that
SEA
was
assis7ng,
while
SEO
was
closing
conversions
in
most
cases.
This
means
SEA
plays
a
key
role
in
Traffic
Acquisi?on.
2.1
Traffic
Acquisi?on
&
Measurement

32. 32
Cross
Channel
• In
all
different
categories
we
saw
that
SEA
was
assis7ng,
while
SEO
was
closing
conversions
in
most
cases.
This
means
SEA
plays
a
key
role
in
Traffic
Acquisi?on.
• SEO
and
SEA
work
complementary
for
Torfs
in
all
categories
as
they
target
different
Audiences.
2.1
Traffic
Acquisi?on
&
Measurement

33. 33
Cross
Channel
2.1
Traffic
Acquisi?on
&
Measurement

34. 34
Cross
Channel
Researchers
2.1
Traffic
Acquisi?on
&
Measurement

35. 35
Cross
Channel
Researchers
Buyers
2.1
Traffic
Acquisi?on
&
Measurement

36. How
Technology/Adver?sing
helped
us
improving
Torfs
Traffic
Acquisi?on
?
2.1
Traffic
Acquisi?on
&
Measurement
ACQUISITION
36

37. Acquisi?on
37
• Focus
on
New
Prospects.
• We
did
an
Acquisi?on
Analysis
on
the
behavior
of
Male
Traffic.
Male
Traffic
is
less
present
compared
to
Female
Traffic.
2.1
Traffic
Acquisi?on
&
Measurement

38. The
market
share
of
Woman
Traffic
is
3
?mes
higher
compared
to
Male
Traffic.
Acquisi?on
38
62%
Opportunity
to
close
the
gap
between
the
market
share
of
Woman
and
Male
Traffic.
19%
3X
Reach*
*Reach
on
an
approximate
yearly
basis
Male
Traffic
Female
Traffic
2.1
Traffic
Acquisi?on
&
Measurement

39. Acquisi?on
39
Male
target
profile
behaves
differently:
• Higher
conversion
rate
(+39%)
• Less
brand
oriented
• Straight
to
the
point
• More
price
sensi7ve
2.1
Traffic
Acquisi?on
&
Measurement
How
to
reach
male
researchers
and
make
them
buyers
?

40. 40
• Seperate
Male
centric
campaign
(Search
&
Display)
• Media
targe7ng
adapted
to
Male
• Website
/
Landing
Pages
Adapta7on
• Mailing
&
Choez
magazine
Focus
on
male
researchers
traffic
acquisi?on:
Male
Traffic
increased
by
33%
year
on
year!
Acquisi?on
2.1
Traffic
Acquisi?on
&
Measurement

41. Acquisi?on
41
e.g.
Banner
op?miza?on
2.1
Traffic
Acquisi?on
&
Measurement

42. Traffic
Acquisi?on
Takeaways
Observa>ons
• Search
is
a
key
channel
for
Torfs
• SEO
/
SEA
interac7on
:
o SEA
assists
sales
à
researchers
/
traffic
acquisi7on
o SEO
closes
sales
à
buyers
• Male
Traffic
has
a
high
poten7al
in
terms
of
sales
but
is
under-­‐represented
Ac>on
• Focus
on
Male
Researchers
Traffic
acquisi7on
through
SEA
(and
other
channels)
with
an
adapted
adver7sing
strategy
o Results
:
+33%
male
traffic
YoY
42
2.1
Traffic
Acquisi?on
&
Measurement

43. 1. Introduction
43
2. Digital Path
2.1 Traffic Acquisition & Measurement
2.2 Devices & Measurement

44. How
Technology
helped
us
understanding
Torfs
Traffic
per
Device
?
2.2
Devices
&
Measurement
44

45. 2.2
Devices
&
Measurement
Cross
–
Device
Measurement
45

46. 2.2
Devices
&
Measurement
Trends
46

47. 2.2
Devices
&
Measurement
What
will
be
our
cost
per
acquisi7on
for
mobile?
What
about
ROI?
47

48. 2.2
Devices
&
Measurement
Cross
–
Device
Measurement
At
the
7me
no
cross-­‐device
measurement
with
previous
version
of
Google
Analy7cs.
48

49. AdWords
can
es7mate
cross-­‐device
conversions
based
on
people
that
are
logged
into
their
Google
Account.
AdWords
Es?mated
Total
Conversions:
2.2
Devices
&
Measurement
CONVERSIONS
+
ESTIMATED
CROSS-­‐DEVICE
CONVERSIONS
=
ESTIMATED
TOTAL
CONVERSIONS
Cross
–
Device
Measurement
49

50. 2.2
Devices
&
Measurement
On
average
21
%
more
conversions
can
be
aoributed
to
AdWords.
CONVERSIONS
+
ESTIMATED
CROSS-­‐DEVICE
CONVERSIONS
=
ESTIMATED
TOTAL
CONVERSIONS
Cross
–
Device
Measurement
à Actual
CPA
is
much
lower
à Mobile
deserves
more
focus
&
investment
50

51. 2.2
Devices
&
Measurement
We
did
a
compari7ve
analysis
of
different
devices:
Device
Behavior
à Different
online
behavior
à Different
purpose
of
visit
à Different
posi7on
in
the
purchase
funnel
51

52. How
Technology/Adver?sing
can
help
us
improving
Torfs
Traffic
on
Mobile
?
2.2
Devices
&
Measurement
52

53. 53
2.2
Devices
&
Measurement
• Mobile
specific
communica7on
e.g.
app
extensions
to
promote
choez
2.0.
• Mobile
bidding
adapta7ons
• Improved
mobile
Website
Ac?ons
based
on
Business
Intelligence:

54. Mobile
Traffic
Takeaways
Observa>ons
• High
importance
of
Mobile
Traffic
in
a
consumer-­‐centric
environment
• We
understand
the
coockie
issue
and
impact
on
cost
per
acquisi7on
• We
have
a
beoer
understanding
of
the
Mul?-­‐Device
environment
Ac>on
• Adapted
Marke7ng
Communica7on
and
Adver7sing
• Performance
based
targe7ng
54

55. 1. Introduction
55
2. Digital Path
2.1 Traffic Acquisition & Measurement
2.2 Devices & Measurement
2.3 Engagement & Measurement

56. How
Technology
helped
us
understanding
User
Naviga?on
Behaviour
?
2.3
Engagement
&
Measurement
ENGAGEMENT
&
RETENTION
56

57. 57
What
did
we
do?
2.3
Engagement
&
Measurement
• Landing
pages
analysis
• Search
Engine
Op7misa7on
(technical,
on
the
page,…)
• Advanced
Keyword
analysis
(brand
keywords,
Torfs
keywords,
generic
keywords)
• Naviga7on
Behavior
analysis

58. 58
Naviga?on
Behaviour
53%
of
product
page
visits
had
No
Interac?on
with
the
product
pages
53%
47%
Product
page
Interac?on
No
engagement
Engagement
• AWer
analysis
we
discovered
that
some
elements/buoons/tools
were
not
used
a
lot
(not
clear,
not
at
the
right
place
or
not
interes7ng
for
the
user).
Product
page
behaviour
analysis
while
tracking
the
different
buoons.
2.3
Engagement
&
Measurement

59. 59
Naviga?on
Behaviour
• Some
interac7on
elements
are
below
the
fold.
Directly
Visible
2.3
Engagement
&
Measurement

60. 60
Naviga?on
Behaviour
• Some
interac7on
elements
are
below
the
fold.
Directly
Visible
New
to
scroll
–
Below
the
fold
2.3
Engagement
&
Measurement

61. 61
Naviga?on
Behaviour
• From
the
used
elements
it
were
mostly
pictures
that
engaged
people.
2.3
Engagement
&
Measurement

62. 62
Naviga?on
Behaviour
• Interac7on
with
product
pages
increased
conversion
rate
with
up
to
247%.
• From
the
used
elements
it
were
mostly
pictures
that
engaged
people.
2.3
Engagement
&
Measurement

63. How
Technology
can
help
us
improving
user
experience
?
2.3
Engagement
&
Measurement
63
ENGAGEMENT
&
RETENTION

64. 64
Naviga?on
Behaviour
Op7mize
user
experience
on
the
web
site.
2.3
Engagement
&
Measurement

65. 65
User
Experience
Improvements
• Matched
Landing
pages
and
created
Op7mised
landing
pages
for
SEO
results.
• Created
specific
landing
pages
for
keywords
that
had
a
high
bounce
rate.
• Improved
funnel
flow
and
website
structure
based
on
naviga7on
analysis.
2.3
Engagement
&
Measurement

66. Engagement
&
Measurement
Takeaways
Observa>ons
• Landing
Pages
are
very
important
as
they
are
the
entry
point
on
your
website
• Keyword
Analysis
helps
to
beoer
understand
consumer
interest
• Naviga7on
and
product
page
analysis
helps
to
understand
Conversion
Behavior
Ac>on
• Landing
page
op7miza7on
• SEO
op7miza7ons
based
on
keyword
analysis
• Product
Page
&
Op7miza7on
of
naviga7on
elements
66

67. 1. Introduction
67
2. Digital Path
2.1 Traffic Acquisition & Measurement
2.2 Devices & Measurement
2.3 Engagement & Measurement
2.4 What’s Next ?

68. 68
2.4
What’s
Next
?
Today’s
consumer
is
fast
and
fickle
Many
channels
to
interact
with
him
all
along
his
purchase
path

69. 69
2.4
What’s
Next
?
Today’s
consumer
is
fast
and
fickle
Many
cross
channels
devices
to
interact
with
him
all
along
his
purchase
path

70. 70
2.4
What’s
Next
?
How
can
technology
help
Torfs
dealing
with
this
fast
and
fickle
consumer?

71. 71
2.4
What’s
Next
?
How
can
technology
help
Torfs
dealing
with
this
fast
and
fickle
consumer?
Adver7sing
Technological
Plasorm

72. Adver?sing
Technological
Plamorms
Benefits
Integra7on
Reach
Single
Cookies
Efficiency
2.4
What’s
Next
?
72

73. Adver?sing
Technological
Plamorm
73
2.4
What’s
Next
?

74. 74
2.4
What’s
Next
?
How
can
technology
help
Torfs
dealing
with
this
fast
and
fickle
consumer?
Social
Retarge7ng

75. Social
Retarge?ng
75
2.4
What’s
Next
?
The
social
dimension
cannot
be
skipped
anymore
and
is
an
integral
part
of
any
digital
strategy.

76. 76
2.4
What’s
Next
?
How
can
technology
help
Torfs
dealing
with
this
fast
and
fickle
consumer?

77. 77
2.4
What’s
Next
?
How
can
technology
help
Torfs
dealing
with
this
fast
and
fickle
consumer?
User
Centric
Tracking

78. Main
advantage:
Unique
Iden7fier
(UID)
3
unique
visitors
à
1
(logged)
unique
visitors
Classical
Analy?cs
Universal
Analy?cs
2.4
What’s
Next
?
Universal
Analy?cs
78

79. Unique
Iden7fier
(UID)
What
does
it
mean
?
• We
follow
user
all
allong
his
naviga?on
• We
can
beoer
understand
user
naviga7on
&
purchase
path
• We
can
take
ac?ons
based
on
those
insights
(website
improvement,
digital
adver7sing
improvement,
etc)
2.4
What’s
Next
?
Universal
Analy?cs
79

80. 80
2.4
What’s
Next
?
How
can
technology
help
Torfs
dealing
with
this
fast
and
fickle
consumer?

81. 81
2.4
What’s
Next
?
How
can
technology
help
Torfs
dealing
with
this
fast
and
fickle
consumer?
Tag
Management

82. To
follow
this
fast
and
fickle
consumer
we
need
more
and
more
tracking.
How
to
deal
with
this
tracking
complexity
?
2.4
What’s
Next
?
A
Tag
Management
tool
is
a
single
interface
that
allows
to
manage
all
the
tags
on
a
website.
82

83. 2.4
What’s
Next
?
How
does
it
work?
No
more
several
tags
on
several
pages
Remarke7ng
Tag,
Analy7cs
Tag,
E-­‐commerce
Tag,
Doubleclick
Pixel,
etc.
Only
one
container
tag
on
all
pages
The
container
integrates
the
informa7on
about
all
the
others.
The
implementa7on
of
the
other
tags
is
managed
through
the
Tag
Management
Tool
interface.
Tag
Management
Tool
83

84. Tag
Management
Tool
• Only
one
tag
=
container
of
all
tracking
• We
can
create
new
events
/
tracking
with
only
a
few
clicks
• We
can
fastly
add/modify
tags
(ie:
remarke7ng)
à
It
gives
a
broad
flexibility
and
saves
a
lot
of
7me
Benefits
2.4
What’s
Next
?
Flexibility
84

85. • Fast
&
Intui7ve
:
no
need
to
change
hard
code
far
any
new
tracking.
It
can
be
easily
implemented
through
Tag
Manager
interface
so
we
skip
the
development
part
and
save
lots
of
7me.
• Very
easy
to
use
à
Even
more
flexible
!
Benefits
2.4
What’s
Next
?
Time
Saving
Tag
Management
Tool
85

86. 2.4
What’s
Next
?
Tag
Management
Tools
:
86

87. Why
Implemen?ng
a
Tag
Management
Tool
?
1.
Simplified
&
Improved
Tracking
2.
Allow
Technological
Advances
/
Ini7a7ves:
o DoubleClick
o Universal
Analy7cs
o More
precise
Audience
Tracking
à
Remarke7ng
o Allow
us
to
focus
on
Business
Intelligence
2.4
What’s
Next
?
87

88. BUT…
• Tag
Management
Tool
implementa7on
is
very
technical
• You
need
a
strong
process
• You
need
a
specialist.
2.4
What’s
Next
?
88

89. 1. Introduction
89
2. Digital Path
3. Conclusion

90. 90
What’s
in
it
for
me
?

91. What’s
in
it
for
me
?
• Digital
path
is
complex
• Consumer
is
fast
&
fickle
91

92. What’s
in
it
for
me
?
• Technology
allows
you
digital
understanding
&
concrete
improvement
based
on
robust
analysis.
à Traffic
Acquisi7on
à User
Segmenta7on
(profiling,
purchase
funnel)
à User
Engagement
How
to
face
that
situa?on
?
92

93. What’s
in
it
for
me
?
• BUT
due
to
the
environment
complexity
you
need
specialist
&
project
managers.
93

94. 94

95. 95
How
Torfs
capitalized
on
Google
Tools
and
leveraged
technology
to
reinforce
its
digital
strategy.
Frederick
Vijverman
eBusiness
Consultant
frederick@seme7s.com
Doriane
Magnus
eBusiness
Consultant
doriane@seme7s.com