boost the roi of your digital presence
TRANSCRIPT
BOOST THE ROI OF YOUR DIGITAL PRESENCE
7 rue de Bucarest 75008 Paris - +33 1 73 00 28 00 – [email protected] - backelite.com
PERFORMANCE-RELATED CHALLENGES
Mobile use is growing rapidly
102 billion applications downloaded in 2013 (254 billion in 2017)
And extends as far as points of sale
33% of people visiting shops practice showrooming
French mobile Internet users spend an
average of 1 hr 19 mins on their mobile
every day
84% of which is spent using applications
65% abandonment rate for applications during the first 3 months
51% of users believe that the content of the application does not meet their expectations
31% state operational reasons
23% find the navigation experience unsatisfactory
MOBILE - A GREAT POTENTIAL NEEDS FURTHER WORK...
The User eXperience at the heart of the issue of generating ROI from mobile devices
PERFORMANCE-RELATED CHALLENGES
Product Marketing (positioning, content, functionalities, CRM, etc.)
Interface(ergonomics, design)
Quality of service (QofS)
The User eXperience
is the perception of the person using a product, service or system in the context of a human-machine interaction.
And the memory they will have of this. Brand preference
3 MAIN ORIENTATIONS
OUR APPROACH TO PERFORMANCE
Acquisition
ASO/SEOAudience reportsChargeable levers
Word of mouthPressNotes and comments
Happiness Adoption
Engagement Retention
Task success
User eXperience
OUR APPROACH TO PERFORMANCE
Acquisition
ASO/SEOAudience reportsChargeable levers
Word of mouthPressNotes and comments
Happiness Adoption
Engagement Retention
Task success
User eXperience
Marketing Quality of ServiceInterface
OUR APPROACH TO PERFORMANCE
Backelite offers 3 types of support to optimize your
performance
1. A global approach to support you in assessing your Performance process and continuously improving your results
» A multi-domain process or a process focused on a specific theme:
marketing, interface or quality of service
2. A modular approach to support you in specific areas for improving the performance of your devices
3. The setting up of automated multi-source dashboards andmeasurement tools
OUR APPROACH TO PERFORMANCEGLOBAL APPROACH
Multi-domain or themed approach (marketing, interface, technical performance)
1. Qualitative and quantitative objectives (KPIs) for the device
2. Levers for action on Performance
3. Monitoring tools and methods (recurring audits, reports, tools, dashboards)
REPORTS & ANALYSIS RECOMMENDATIONS & ACTION PLAN
PERFORMANCE PLAN (annual)
ASSESSMENT CONTINUOUS IMPROVEMENT
Acquisition
Happiness Adoption
Engagement Retention
Task success
RECURRING AUDITS (quart./ half-yearly)
OUR APPROACH TO PERFORMANCEGLOBAL APPROACH - FOCUS ON RECURRING AUDITS
• Analysis of the performance of the device based on the following orientations: Acquisition, Happiness, Adoption, Engagement, Retention and Task Success
• Comparison of the results with the previously defined objectives and the observed averages
• Prioritized improvement action plans and recommendations for the different orientations, in particular any which are under-performing
• Monitoring of the effectiveness of the actions put in place
Continuous performance improvement through recurring audits
web & store analytics
notes & comments(stores)
push notifications
etc.
quality of service
app store optimization
Marketing QofSInterface
OUR APPROACH TO PERFORMANCEMODULAR APPROACH
9
Before/after update• Comparison of notes and comments in stores before and after
an online launch
• Proposal for immediate improvement or corrective action
Audit of the monitoring methods• Listing of the monitoring
requirements
• Audit of the means put in
place (tools, tagging plan,
etc.)
• Recommendations for
improvements and setting
up of ad hoc tools
Audit of technical performance• Identification of the
problem
• Recommendation and
support in setting up
investigative tools
• Data analysis &
recommendations
Conversion tunnel audit• Comparison of the results
with the trends observed
• Analysis of the customer loss
points
• Process improvement
recommendations
Analysis of e-reputation• Analysis of the device’s
reputation on social networks
and in stores
OUR APPROACH TO PERFORMANCEMODULAR APPROACH
10
Surveys
• Setting up of automated
survey modules within your
application or
website/mobile website
• Analysis of the results and
recommendations
AB-Testing• Setting up of AB-Testing
campaigns for the key paths
of your website or
application
• Analysis of the results of the
different paths
• Assistance with selecting the
most effective path
User tests• Organization of user tests
of your devices before or
after their online launch
• Analysis of the results and
improvement
recommendations
Proof of concept• Test of the relevance and/or feasibility of a
functional, ergonomic or technical offer
Available solution/tool
Accelerator• Acceleration module for the performance of
your website or mobile website
OUR APPROACH TO PERFORMANCEMODULAR APPROACH
11
Strategy and acquisition/loyalty plan• Identification of the objectives
• Audit of the user database and
the means put in place
• Mapping of the levers to be put
in place & estimation of the
associated ROI
• Assessment of the monitoring
means and method
App store Optimization• Assistance in defining the
category, text and SEO
keywords in accordance with
the best ranking potential
• Support in setting up
continuous measurement
and optimization tools
Management of the device's e-reputation• Assistance in setting up the effective management of your device's e-reputation and the social networks
• Support in setting up measurement methods
• Support in the continuous optimization of your device's e-reputation
Contact plan• Identification of the types of
message to be sent to users
according to segmentation
and the client lifecycle
• Support in setting up
continuous measurement
and optimization tools
OUR APPROACH TO PERFORMANCEMONITORING TOOLS AND DASHBOARDS
MONITORING TOOLS
12
User path
Downloads& classification
Conversion tunnel
• Specific tools that complementyour analytics according to yourmonitoring requirements
OUR APPROACH TO PERFORMANCEMONITORING TOOLS AND DASHBOARDS
13
• A consolidated and automated visionof your main multi-source indicators
• The possibility of consulting thedashboard from anywhere and on anymedium (desktop, tablet, mobile)
TAILOR-MADE DASHBOARD
MULTI-DOMAIN GLOBAL APPROACHPRICING PRINCIPLES
15
PERFORMANCE PLAN
RECURRING AUDITS
ADDITIONAL OPTIONS
• Initial implementation: from €9k
• Annual update: from €5k
• Quarterly audit: from €7k/quarter
• Half-yearly audit: from €8k/half-year
• Monthly reporting "lite": from €2k/month
• Half-yearly benchmark: €4k/half-year (5 devices studied)
• Monthly reporting "lite": from €1.5k/month
• Quarterly benchmark: €4k/quarter (5 devices studied)
IN ADDITION TO THE QUARTERLY AUDIT
IN ADDITION TO THE HALF-YEARLY AUDIT
MODULAR APPROACHPRICING PRINCIPLES
16
Before/after update
Audit of the monitoring methods Audit of technical
performancesConversion tunnel audit
Analysis of e-reputation
Surveys
AB-Testing
User tests Proof of concept
Accelerator
From €10k From €10k From €12k
From €5k From €6k From €6k
From €5k From € 8k From €10k
From €10k
Strategy and
acquisition/loyalty plan
App store Optimization Management of the e-reputation
Contact plan
From €11k From €11k
From € 7kFrom €10k
17BACKELITE PERFORMANCE
ORIENTATIONS FOR PERFORMANCE WORK
FOCUS
Acquisition
Happiness Adoption
Engagement Retention
Task success
ORIENTATIONS FOR PERFORMANCE WORKDEFINITIONS
• Acquisition:
• Happiness:
• Adoption:
• Engagement:
• Retention:
• Task success:
Acquisition
Happiness Adoption
Engagement Retention
Task success
ORIENTATIONS FOR PERFORMANCE WORKACQUISITION
• Create and maintain a targeted userdatabase (SEO, ASO, audience reports fromother channels, mailings on the userdatabase, chargeable levers, etc.)
• Build the reputation of the devices (socialnetworks, stores, etc.)
• Performance Plan: assessment of the acquisitionstrategy (objectives, levers, measurement, etc.)
• Recurring audits: measurement and continuousimprovement (test and learn)
SUPPORT OFFERED:CENTRAL ORIENTATIONS
• Creation and monitoring of the Acquisition Plan
• Initial creation and optimization of the Storepresence strategy (ASO)
• Recommendations for the optimization of themobile SEO and Responsive Web Design
• Creation of the Social Network Strategy ...
ADDITIONAL OPTIONS
Discovery of apps by users:74% through research in stores (ASO, notes and comments)43% by word of mouth (recommendations)27% via the list of most downloaded applications
A
ORIENTATIONS FOR PERFORMANCE WORKHAPPINESS & ADOPTION
• Have a clear and targeted relationalpromise (use, users)
• Create a device and an interface that arebest in class and meet user expectations
• Have a good level of perceived quality(loading time, crashes, malfunctions,optimized error and loading messages, etc.)
• Performance Plan: definition of the objectives,targets and key client paths
• Recurring audits: monitoring the use of thefunctionalities (analytics) so they can bemaintained, adapted or deleted - monitoringtechnical performance so it can be improved whennecessary - monitoring and analysis of notes andcomments in stores
SUPPORT OFFERED:
CENTRAL ORIENTATIONS
H/A
• Carry out User Tests and Surveys toprioritize/review the functionalities
• Carry out AB-Testing on the key stages of the path
to optimize the transformation
• Third Party Application Maintenance of devices
• Performance of QofS Audits on devices, etc.
ADDITIONAL OPTIONS
ORIENTATIONS FOR PERFORMANCE WORKRETENTION AND ENGAGEMENT
• Adapt the interface and the pushinformation to the user and to the context(e.g. pre-completion of fields, customizedpoint of sales information, localizedinformation)
• Include the most most faithful users andthe opinion-leaders in the success of theproject (surveys, user tests, etc.)
• Ensure continued technical performance(loading time, etc.) during updates
• Performance Plan: assessment of the retention &engagement strategy (objectives, levers,measurement, etc.)
• Recurring audits: analysis of the retention andengagement level within the device and on socialnetworks and improvement plan
SUPPORT OFFERED
67.9% of users expect a fluid, rapid application during its operation
CENTRAL ORIENTATIONS
R/E
• Creation of the CRM Contact Plan for the devices(pushes, emails)
• Integration of Survey modules into mobile devices
• Carry out Surveys and User tests
• Carry out QofS performance audits on devices, etc.
ADDITIONAL OPTIONS
ORIENTATIONS FOR PERFORMANCE WORKTASK SUCCESS
• Identify the challenges of the device andthe key stages and functionalities of thepath
• Monitor them closely and optimize themcontinuously (AB testing, surveys, etc.)
• Have a good QofS level (loading time,crashes, malfunctions, perceived quality)
• Performance Plan: definition of the key stages ofthe path, the measurement indicators and theassociated quantitative objectives
• Recurring audits: monitoring and optimization ofthe performance of these key paths
SUPPORT OFFERED
1 second loading time = 7% decrease in turnover
CENTRAL ORIENTATIONS
• Carry out AB-Testing on the key stages of the path
to optimize the transformation
• Carry out QofS performance audits on your devices
• Conversion tunnel audit
• Load increase tests...
ADDITIONAL OPTIONS
T
CONTACT US
Florence MerrienPerformance Offer Manager
Tel +33 1 73 00 28 00Mob +33 6 42 23 48 19Ld +33 1 73 00 28 33Fax +33 1 73 76 87 20
www.backelite.com