Clément Salvaire Deputy Managing Director,International

‘‘Keyade quickly identified a key component of our business: PhotoBox is a membership-based service,

optimizing the signup page is therefore paramount. We are delighted to be working alongside a partner with the

expertise to develop the necessary tools to address and resolve this issue. With initial results exceeding our

expectations, we look forward to rolling out these tests throughout our acquisition channels in other countries.’’

A pure play business with years of web experience, PhotoBox had already built a strong base around its landing pages. Keyade’s challenge was therefore both simple and complex.

Simple: creating a landing page that would yield a conversion rate of registered customers higher than that of PhotoBox’s current sign up pages.

Complex: firstly, the challenge of dealing with a rich experience that has evolved over the years as a result of extensive testing. Secondly, the agency was expected to execute the project without relying on help from PhotoBox’s technical teams.

FINDING THE BEST LANDING PAGE

CHALLENGE

PhotoBox, Europe’s number one online photo service, with more than 11 million members, raised the question: ‘‘If the optimization of media purchasing is critical to acquiring new customers at a low cost, then shouldn’t the optimization of the conversion process itself – the user landing pages – be even more so ?’’

Keyade manages PhotoBox’s search marketing assets, covering 10 countries throughout Europe. The latter has commissioned Keyade with conducting a multivariate landing page optimization (MVLPO) pilot test on the acquisition channels managed by the agency.

OPTIMIZING THE LANDING PAGE TO OPTIMIZE CONVERSION

MISSION

PHOTOBOX OPTIMIZES ITS LANDING PAGES TO ACHIEVE BETTER CONVERSION RATES

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

The PhotoBox Group is Europe’s largest online photo processing service. Its state-of-the-art laboratories in London and Paris boast the combined capacity to produce over a million prints per day. PhotoBox’s mission is to offer its members exceptional service they can rely on. They promise to continually strive to offer a diverse range of high quality prints, photo products and services.

+25% CONVERSION RATE(SIGN UPS)

+22% CONVERSION RATE(SALES)

RESULTS+25% SIGN UPS

The top-performing variant yielded a conversion rate more than 25% higher than the original landing page. After reviewing the results, PhotoBox decided to expand this ad-hoc pilot into a full-fledged systematic, multichannel and multi-country endeavor.

Today Keyade provides PhotoBox with ongoing support, including the tools it developed for the project, endowing the PhotoBox marketing department with the ability to easily create pages on their own without having to involve the technical department.

The combined toolkit, tailored to PhotoBox’s specific needs, allows the company to create their own tests on the fly, and measure the results themselves at will.

SOLUTIONA MULTIVARIATE TEST RELYING ON A PROPRIETARY TECHNOLOGY

Keyade developed its own A/B and multivariate test engine, primarily to avoid the inbuilt bias of free engines such as Google’s Website Optimizer.

The agency then created variants of the original page, manipulating several elements: the signup form (in one or two stages), the header image, and widgets, such as geolocation map of the user in order to show delivery time, or a real-time calculator showing the cost of the order based on the number of desired prints.

The project required fully supported integration with the existing site. The agency designed, coded, built and hosted the pages, then broadcast them to its search marketing traffic in France, with the goal of quickly obtaining reliable preliminary results. Additional coding was needed to develop and deploy the API that would record and transfer the data to PhotoBox.

The reporting interface developed for this project made it possible to easily identify and remove variants with an inferior yield to the original landing pages. Their traffic was then redirected to the pages and remained in the runnig, speeding up the analysis process.

PHOTOBOX OPTIMIZES ITS LANDING PAGES TO ACHIEVE BETTER CONVERSION RATES