Download - The importance of execution in e-commerce
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THE BRANDINTERACTION
COMPANY
28th of September 2012
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WHO IS THIS?
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THIS GUY
@BrunoDillen
Studies: TEW (University of Antwerp)
Work:Coolblue - Online marketeer BelgiumThese Days – E-business Manager
Artinthepicture.com, Socialimmo.be, ... - Owner
Introduction
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THESE DAYS
• We are a full-service digital marketing agency• We believe in added value and in a true
businessunderstanding, so we focus on structural, long-term partnerships with our customers
• We believe there is no one-size-fits-all-solution, so we adapt our structure, our teams and our people to the needs of our customers
• We believe in combining strengths, which is why we choose for in-house experts
• We believe true success is a combination of long-term strategy and short-term execution, which is why we are a strategic and hands-on partner
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WHAT WE WON’T TALK ABOUT (which does not imply it isn’t vitally important)
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Differentiation!
ENTRY HERE
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EXECUTION, EXECUTION, EXECUTION
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Decide
Act
Measure
Test
Measure
Learn
Think
BUSINESS OPTIMISATION
CYCLE
(E)-Business is a continuous process
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Results
Optimized website “quick wins” launched last 2 weeks. No difference in proposition, no difference in product, just optimization of bottle-neck issues.
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1. BENCHMARK
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Estimating market sizes
How many chefs are there world-wide? How many can I contact?
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Estimating market sizes
Market study: + 500 000
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Estimating market sizes
How many items of a crochet book can you sell? And how many through Amazon alone?
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Estimating market sizes
10 to 20 books per week through Amazon only
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Seasonality and e-commerce
Travel sector: efforts focused around winter season and summer season
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Seasonality and e-commerce
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Seasonality and e-commerce
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Estimating competition
€6,50
€8
€4,50
€3,50
€2,40
€1,50
€1,00
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€6,50
€8
€4,50
€3,50
€2,40
€1,50
€1,00
€0,80
€200 * 2,50%
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2. FIND BOTTLENECK
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SITUATION
Renting out vacation properties from private person to private person. Website is free for travellers, but home-owners need to pay a yearly fee.
Problem: only a small minority of –hopefully- qualitative visitors was placing an ad online. How could we do more business with same means?
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ANSWER
Renting out vacation properties from private person to private person. Website is free for travellers, but home-owners need to pay a yearly fee.
After checking that traffic was indeed qualified, we decided that the problem lay in converting those qualified users to paid users.
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TODO
Renting out vacation properties from private person to private person. Website is free for travellers, but home-owners need to pay a yearly fee.
Look at the sales funnel in immense detail.
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3. FIX
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A. Determine goals and prioritise
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B. Concretise goals
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C. Add a layer of best practices
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D. Measure
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Old versus New
OLD PAGE OLD CONV NEW PAGE NEW CONV
Landingspagina 100% Landingspagina + prijskeuze
100%
Prijskeuze Uw gegevens
Login/register Facturatiegegevens
Details woning Details Woning
Details beschikbaarheid
Details beschikbaarheid
Betalen Betalen
Conversie 3,6% Conversie 8,0%
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4. SCALE
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Conversion rate
Conversion rate from 3,6% to 8,0% (+122%).
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€6,50
€8
€4,50
€3,50
€2,40
€1,50
€1,00
€0,80
€200 * 2,50%
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5. REPEAT
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Conclusion
1. There is no excuse in not knowing your playing field.
2. Strategy is of critical importance, but so is execution.
3. Test, test, test. There is always 5% to be gained.
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Bruno DillenThese Days
Generaal Lemanstraat 47b
B-2018 Antwerp
www.thesedays.com
+32 3 286 44 50