User-Centric Event: 5. How TORFS has leveraged technology to apply user-centric digital advertising? (Frederick & Frederik)

1. Case 1: How Torfs has leveraged
technology to apply user-centric
advertising
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2. Introduction
1. Analysis & Segmentation
2. Acquisition & Retention
3. What brings the future?
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3. Introduction
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4. Introduction
Facts & Figures Schoenen Torfs
Family company Pur Sang
 Since 1948, 3de – 4de generation
Shoe chain store
 73 shops, 580 employees
Revenue 2012: 107K
 Doubled turnover 2006-2012
 Online shop since March 2012

5. Introduction
E-commerce by TORFS
• Best startup webshop
• Best
• Best
2013
in shoes category
2013
2012

6. Introduction
E-commerce by TORFS: Challenges
• To grow & win market share online
• Mobile Smartphone better service
• Online + offline integration
• Expand internationally

7. Introduction
Multichannel Search & Sales

8. Introduction
TORFS & Semetis
• To grow & win market share online
– Find new visitors – New customers
– Audit visitors/customers behaviour
– Create/Maintain campaigns -> Max. CPA

9. 1. Analysis & Segmentation

10. 1. Analysis & Segmentation
A. Traffic Acquisition
B. Cross Channel
C. Navigation behavior
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11. 1. Analysis & Segmentation
A. Traffic Acquisition
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12. 1. Analysis & Segmentation
A. Traffic Acquisition
51% of visits came in Organic.
24% of visits came through Paid Search
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13. 1. Analysis & Segmentation
A. Traffic Acquisition
51% of visits came in Organic.
24% of visits came through Paid Search
Web Site Traffic
Other
Search
25%
75%
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14. 1. Analysis & Segmentation
A. Traffic Acquisition
51% of visits came in Organic.
24% of visits came through Paid Search
Web Site Traffic
Other
Search
25%
Search is very important for Torfs
75%
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15. 1. Analysis & Segmentation
A. Traffic Acquisition
16% of visits came in Direct.
36% of visits came through Search with a keyword
containing Torfs Brand.
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16. 1. Analysis & Segmentation
A. Traffic Acquisition
16% of visits came in Direct.
36% of visits came through Search with a keyword
containing Torfs Brand.
Web Site Traffic
Other
Torfs
52% 48%
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17. 1. Analysis & Segmentation
A. Traffic Acquisition
16% of visits came in Direct.
36% of visits came through Search with a keyword
containing Torfs Brand.
Web Site Traffic
Other
Torfs Brand is very Strong
Torfs
52% 48%
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18. 1. Analysis & Segmentation
A. Traffic Acquisition
• An extra focus on Search Traffic because of the
importance of Search for Torfs traffic acquisition
process (75% of web site visits came via search).
• Follow-up of the acquisition of new prospects and
retention of existing visitors (52% of visits came to
the web site with Torfs in mind).
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19. 1. Analysis & Segmentation
B. Cross Channel
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20. 1. Analysis & Segmentation
B. Cross Channel
“The Multi-Channel Funnels reports answers how your
marketing channels work together to create sales and
conversions.”
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21. 1. Analysis & Segmentation
B. Cross Channel
Funnel to conversion:
People have several visits before buying shoes.
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22. 1. Analysis & Segmentation
B. Cross Channel
Funnel to conversion:
Assisting
In this example paid search is first in this conversion
funnel, paid search is assisting the other visits.
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23. 1. Analysis & Segmentation
B. Cross Channel
Funnel to conversion:
Closing
Closing
Closing
Assisting
Organic Search is often last in the customer purchase
journey and closes the conversion.
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24. 1. Analysis & Segmentation
B. Cross Channel
Observations in MCF:
• Organic Search and Direct Traffic closed more sales
than they assisted.
• Paid Search, Email, Social, Referral and Display
assisted more sales than they closed and play an
important role in assisting the conversions.
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25. 1. Analysis & Segmentation
B. Cross Channel
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26. 1. Analysis & Segmentation
B. Cross Channel
• More detailed analysis on
• Categories (Generic / Torfs / Shoes Brand)
• Keyword length (head / mid / long keywords).
In combination with
• Paid Search
• Organic Search
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27. 1. Analysis & Segmentation
B. Cross Channel
• In all different categories we saw that SEA was
assisting, while SEO was closing conversions in most cases.
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28. 1. Analysis & Segmentation
B. Cross Channel
• In all different categories we saw that SEA was
assisting, while SEO was closing conversions in most cases.
• SEO and SEA work complementary for Torfs in all
categories as they target different audiences.
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29. 1. Analysis & Segmentation
B. Cross Channel
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30. 1. Analysis & Segmentation
B. Cross Channel
Researchers
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31. 1. Analysis & Segmentation
B. Cross Channel
Researchers
Buyers
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32. 1. Analysis & Segmentation
C. Navigation Behaviour
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33. 1. Analysis & Segmentation
C. Navigation Behaviour
Optimize user experience on the web site.
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34. 1. Analysis & Segmentation
C. Navigation Behaviour
1. Landing page analysis in order to give the best user
experience for his search result:
• Optimised landing pages for SEO results.
• Created specific landing pages for keywords that had a high
bounce rate.
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35. 1. Analysis & Segmentation
C. Navigation Behaviour
2. Product page behaviour analysis while tracking the
different buttons.
Product page engagement
47% 53%
No engagement
53% of product page visits had
No Interaction with the product
pages
Engagement
• After analysis we discovered that some elements/buttons/tools were not used a
lot (not clear, not at the right place or not interesting for the user).
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36. 1. Analysis & Segmentation
C. Navigation Behaviour
• Some interaction elements are below the fold.
Directly Visible
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37. 1. Analysis & Segmentation
C. Navigation Behaviour
• Some interaction elements are below the fold.
Directly Visible
New to scroll – Below the fold
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38. 1. Analysis & Segmentation
C. Navigation Behaviour
• From the used elements it were mostly
pictures that engaged people.
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39. 1. Analysis & Segmentation
C. Navigation Behaviour
• From the used elements it were mostly
pictures that engaged people.
• Interaction with product pages increased conversion
rate with up to 247%.
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40. 1. Analysis & Segmentation
C. Navigation Behaviour
• From the used elements it were mostly
pictures that engaged people.
• Interaction with product pages increased conversion
rate with up to 247%.
• Continuous testing of different interaction elements
to continually improve product pages.
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41. 1. Analysis & Segmentation
“Not all visits are similar and their average
performance hides Business Intelligence”
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42. 1. Analysis & Segmentation
“Not all visits are similar and their average
performance hides Business Intelligence”
• Visitors with Torfs in mind versus new prospects.
• Researchers versus Buyers.
• Interaction versus non-interaction visits.
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43. 2. Acquisition & Retention

44. 2. Acquisition & Retention
Acquisition
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45. 2. Acquisition & Retention
Acquisition
• Focus on new prospects.
• We did an Acquisition Analysis on the behavior of male
traffic. Male traffic is less present compared to female
traffic.
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46. 2. Acquisition & Retention
Acquisition
The market share of Woman traffic is 3 times higher
compared to male traffic
Reach*
3X
62
%
19%
Male Traffic
Female Traffic
Opportunity to close the gap between the market share of woman and male traffic.
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*Reach on an approximate yearly basis

47. 2. Acquisition & Retention
Acquisition
Male target profile behaves differently:
• Higher conversion rate (+39%)
• They are less brand oriented
• Straight to the point
• More price sensitive
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48. 2. Acquisition & Retention
Acquisition
e.g. Banner optimalisation
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49. 2. Acquisition & Retention
Acquisition
Focus on male traffic acquisition
• Seperate male centric campaign (display & search)
• Media targeting adapted to male (right placements)
• Web Site Adaptation
• Mailing & Choez magazine
Heren Traffic increased with 1/3 year on year
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50. 2. Acquisition & Retention
Retention
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51. 2. Acquisition & Retention
Retention
Remarketing
Remarketing consists in reaching people who have previously
visited your site, and show them relevant ads when they visit
other sites on the Google Display Network.
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52. 2. Acquisition & Retention
Retention
Remarketing
…
…
…
…
…
Remarketing is situated more at the end of the purchase
funnel.
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53. 2. Acquisition & Retention
Retention
RLSA (Remarketing Lists for Search Ads)
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54. 2. Acquisition & Retention
Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audience had a much better
conversion rate and lower cost per acquisition.
RLSA
Torfs
Web Site
Audience
Clicks Imp.
CTR
Avg. CPC
13% 13% +5,20% - 4,55%
Conv.
Cost / conv. Conv. Rate
(1-per-click) (1-per-click) (1-per-click)
20%
- 35,13% +51,75%
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55. 2. Acquisition & Retention
Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audience had a much better
conversion rate and lower cost per acquisition.
RLSA
Torfs
Web Site
Audience
Clicks Imp.
CTR
Avg. CPC
13% 13% +5,20% - 4,55%
Conv.
Cost / conv. Conv. Rate
(1-per-click) (1-per-click) (1-per-click)
20%
- 35,13% +51,75%
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56. 2. Acquisition & Retention
Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audience had a much better
conversion rate and lower cost per acquisition.
RLSA
Torfs
Web Site
Audience
Clicks Imp.
CTR
Avg. CPC
13% 13% +5,20% - 4,55%
Conv.
Cost / conv. Conv. Rate
(1-per-click) (1-per-click) (1-per-click)
20%
- 35,13% +51,75%
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57. 2. Acquisition & Retention
Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audience had a much better
conversion rate and lower cost per acquisition.
RLSA
Torfs
Web Site
Audience
Clicks Imp.
CTR
Avg. CPC
13% 13% +5,20% - 4,55%
Conv.
Cost / conv. Conv. Rate
(1-per-click) (1-per-click) (1-per-click)
20%
- 35,13% +51,75%
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58. 2. Acquisition & Retention
Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audience had a much better
conversion rate and lower cost per acquisition.
RLSA
Torfs
Web Site
Audience
Clicks Imp.
CTR
Avg. CPC
13% 13% +5,20% - 4,55%
Conv.
Cost / conv. Conv. Rate
(1-per-click) (1-per-click) (1-per-click)
20%
- 35,13% +51,75%
58

59. 2. Acquisition & Retention
Retention
RLSA (Remarketing Lists for Search Ads)
In Generic Campaigns the Torfs web site audience had a much better
conversion rate and lower cost per acquisition.
RLSA
Torfs
Web Site
Audience
Clicks Imp.
CTR
Avg. CPC
13% 13% +5,20% - 4,55%
Conv.
Cost / conv. Conv. Rate
(1-per-click) (1-per-click) (1-per-click)
20%
- 35,13% +51,75%
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60. 3. What brings the future?

61. 3. What brings the future?
Future of Analytics for Torfs?
• Infinite potential of customized data (dimensions,
metrics), which allows better segmentation
• Follow users cross-device (user id!)
• Data importation (coupons, shops, CRM)
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