e-metrics stockholm 2011 - flip the iceberg
TRANSCRIPT
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HELP!
Welcome FUN & EARN, goodbye PAIN & BURN
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hej!
Thomasaltima°Thomas Tonder
passionate by designing experiences & inspiring actions
french digital agencyfriendly & expert in e-business
let’s do that today....
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Lille
Paris
Lyon
16M!or turn over
160passionate people
14yearsof projects and success
1st independant digital agency
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e-business for leading french brands
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hej!
Let’s talk about s
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hej!
90%
10%
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User satisfaction
FacebookLike“
”amazonCross
TargetingCMSintegrationRich
Internationnal
Payment
Autosuggest
optionssupport
Upsellmedia
Facetednavigation
sell
Productratings
SocialShopping
vs
the feature
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the analytics
Insights&actions
Tag implementation
Cookies
Datamining
Omniture
MonitoringConversion
Unique
ChartsMeasure
visitorsrate
reporting
TrendBounce
rate Confidence?Funnel
Dashboard
Data
Tracking
Javascript
KPIs
&co12#
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the project
Results&fun
MeetingsRoadmap
SpecificationsTest
BugsInvestmentTechnologies
RISKSSchedule
Corporatefights
DeadlineHiPPO
Strategy? Teammanagement
Resources
Businessgoals Process
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User satisfaction
FacebookLike“
”amazonCross
TargetingCMSintegrationRich
Internationnal
Payment
Autosuggest
optionssupport
Upsellmedia
Facetednavigation
sell
Productratings
SocialShopping
vs
Insights&actions
Tag implementation
Cookies
Datamining
Omniture
MonitoringConversion
Unique
ChartsMeasure
visitorsrate
reporting
TrendBounce
rate Confidence?Funnel
Dashboard
Data
Tracking
Javascript
KPIs
&co12#
but why are we following
this 90/10 rule ?
Results&fun
MeetingsRoadmap
SpecificationsTest
BugsInvestmentTechnologies
RISKSSchedule
Corporatefights
DeadlineHiPPO
Strategy? Teammanagement
Resources
Businessgoals Process
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Archimedes : PA = - Mf g⟶ ⟶
it works...
because we think it’s the way
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I want to double
my online turn-over
to achieve our goal
because we think it’s the way
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VISITORS CONVERSION TURN-OVERORDER VALUE
but what if there was another way
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# Low potential left
# More and more expensive
# One-shot investment
but something else than the usual « let’s buy more trafic ! »
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# Proved risk of failure
# Low scalability
# Strong and long efforts
and with more potential than « let’s sell more to our current visitors »
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what if we focus on conversion
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HELP!
90%10%
and discover that we can actually flip the rule !
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UpliftFun
and even having FUN while doing it
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Effort
Uplift
Live
Results
BossImprovementsQuick
wins A/BtestingIT freeFail
safeAction
Easydecisions
Campaignweeks
ContinuousROI friendly
InsightsFun
Cost
the optimisation
✓ fast & safe ROI
✓ and even fun !
✓ small efforts
✓ big effects
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case studies
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real life examplesTESTING
inside
04 / Empty...
03 / Layout (position, size, color...)
02 / Parameters (default value, order...)
01 / Content (media, text...)
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A B C
A/B, MVT Testing ???
1,00% 0,90% 1,15%
+15%Conversion Rate Uplift
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jules.com / products pictures
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jules.com / products pictures
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original version A version B
jules.com / products pictures
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jules.com / products picturesoriginal version A version B
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jules.com / products pictures
+42%conversion
+17%av. basket +67%
value
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jules.com / products pictures
+42%conversion
+17%av. basket +67%
value
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venca.es / products list
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16 product 24 products
venca.es / products list
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venca.es / products list
+ 3%conversion
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king-jouet.fr / product detail
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king-jouet.fr / product detail
control version
test version
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king-jouet.fr / product detail
control version + 11%conversion
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cofidis.fr / super simulator
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128 versions
cofidis.fr / super simulator
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cofidis.fr / super simulator
+ 14%conversion
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segment 1 segment 2 segment 3
cofidis.fr / super simulator
+ 22%conversion
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Test n°01 Test n°02 Test n°03
+12%+22% +36%
cofidis.fr / super simulator
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✓ Priorise & Mesure
✓ Continuous✓ Action Centric
optim°
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more case studies on www.altima.fr
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cofidis.froptimisation du taux de conversion
le client > Cofidis, leader européen de la demande de crédit en ligne
Démarche & Actions
Résultats
Enseignements
le site > Demande en ligne de solutionsde financement
le défi > Augmenter le taux de conversion sans réaliser de développements techniques
Envie d’échanger sur ce cas, sur l’optim° ou sur votre projet ?+33 3 28 330 830 [email protected] www.altima.fr
La première campagne d’optimisation porte sur la landing page qui recueille plus de la moitié du trafic du site à travers des sources très diversifiées. La tactique de ce 1er test vise à obtenir un uplift rapide et à comprendre l’impact sur la performance de chacun des éléments de la page (header, navigation, promotion, mentions légales, …). Sept éléments sont ainsi modifiés ou supprimés pour mettre en compétition pendant 4 semaines 128 combinaisons face à la version originale.
La version gagnante se démarque avec une amélioration de +14%. L’analyse détaillée permet d’isoler 3 groupes de source de trafic qui présentent chacun des versions gagnantes différentes. La mise en place de 3 landing pages plutôt qu'une apporte une évolution de plus de 22% de la conversion par rapport à l'originale.
1° Rassurer & Inciter
2° A chaque profil de visiteur sa landing
3° L'heure et le jour de la visite sont importants
Le renforcement de la rassurance et celui de l’impact du call-to-action ont été les leviers les plus puissants sur l’uplift.
Les motivations et les freins des visiteurs peuvent être très différents. La source de trafic permet de mieux apprécier leurs profils et d'adapter le message de la page en conséquence.
L’étude a révélé un différentiel important du taux de conversion et des uplifts entre la journée et le soir, ainsi que pour la semaine et le week-end. Des différences d'usage entre le lieu de travail et le domicile expliquent sans doute cette situation et révèlent un nouvel axe d'optimisation.
+22%
Version originale Version gagnante
RassuranceIntégration du header et de la navigation du site
ClartéSuppression des informations superflues
AnxiétéSuppresion de la promotion du rachat de crédit
DistractionMentions légales dans un bloc scrollableSuppression des points de fuites
king-jouet.froptimisation du taux de conversion
le client > KING JOUET, leader européen de la distribution de jeux et jouets.
Démarche & Actions
Résultats
Enseignements
le site > Vente en ligne & génération de trafic en magasins
le défi > Booster en 4 mois le taux de conversion pour être prêt pour Noël (70% CA)
Envie d’échanger sur ce cas, sur l’optim° ou sur votre projet ?+33 3 28 330 830 [email protected] www.altima.fr
La mission démarre par une campagne de test A/B sur le check-out. Les axes d'optimisation sont la simplification du process, la clarification des interfaces et la mise en avant des call-to-action. Le seul changement technique réalisé sur la version de test est la fusion des pages d'identification et de création de compte. Pendant 2 semaines, les deux versions sont mises en compétition.
La version gagnante apporte une amélioration de plus de 21% du taux de conversion du site. Le panier moyen est resté stable sur la version de test malgré la suppression du module de venteadditionnelle situé sur la page panier.
1° Plus c'est simple, plus c'est simple ...
2° Une autoroute pour 80% des visiteurs
3° Grouper pour accélerer
La suppression des éléments superflus permet de clarifier l'interface. Cette simplication facilite la mise en avant des élémentsclés : informations critiques, ré-assurance et call-to-action.
Un test "split path" (process A vs process B) permet d'obtenir des résultats plus rapidement que des tests successifs de chaque page du check-out. En revanche, cette tactique limite la finesse d'analyse des éléments ayant contribué à la performance.
+21%
Version originale Version gagnante
La pré-sélection des modes de livraison et de paiement les plus fréquents permet de réduire le nombre de clics du panier à la validation de la commande.
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