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Presentation for Belgian Ecommerce
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THE BRANDINTERACTION
COMPANY
28th of September 2012
WHO IS THIS?
THIS GUY
@BrunoDillen
Studies: TEW (University of Antwerp)
Work:Coolblue - Online marketeer BelgiumThese Days – E-business Manager
Artinthepicture.com, Socialimmo.be, ... - Owner
Introduction
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
WHAT WE WON’T TALK ABOUT (which does not imply it isn’t vitally important)
Differentiation!
ENTRY HERE
EXECUTION, EXECUTION, EXECUTION
Decide
Act
Measure
Test
Measure
Learn
Think
BUSINESS OPTIMISATION
CYCLE
(E)-Business is a continuous process
Results
Optimized website “quick wins” launched last 2 weeks. No difference in proposition, no difference in product, just optimization of bottle-neck issues.
1. BENCHMARK
Estimating market sizes
How many chefs are there world-wide? How many can I contact?
Estimating market sizes
Market study: + 500 000
Estimating market sizes
How many items of a crochet book can you sell? And how many through Amazon alone?
Estimating market sizes
10 to 20 books per week through Amazon only
Seasonality and e-commerce
Travel sector: efforts focused around winter season and summer season
Seasonality and e-commerce
Seasonality and e-commerce
Estimating competition
€6,50
€8
€4,50
€3,50
€2,40
€1,50
€1,00
€6,50
€8
€4,50
€3,50
€2,40
€1,50
€1,00
€0,80
€200 * 2,50%
2. FIND BOTTLENECK
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?
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.
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.
3. FIX
A. Determine goals and prioritise
B. Concretise goals
C. Add a layer of best practices
D. Measure
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%
4. SCALE
Conversion rate
Conversion rate from 3,6% to 8,0% (+122%).
€6,50
€8
€4,50
€3,50
€2,40
€1,50
€1,00
€0,80
€200 * 2,50%
5. REPEAT
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.
Bruno DillenThese Days
Generaal Lemanstraat 47b
B-2018 Antwerp
www.thesedays.com
bruno.dillen@thesedays.com
+32 3 286 44 50
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