Back on track

Key LearningsOctober 2013

Summary

Project ID card

CTR growth leverages

Main achievements

Next steps

Key learnings

3

Project ID card

September October November December

Objectives 65% 69% 73% 75%

Desktop 65,4%

Mobile 57,5%

Average 64,4%

Owner Objectives

Get a 70% average CTR on Q4 on Leguide.com

Mohammed BellamineLeguide.com COO

4

Four growth leverages

Product Traffic

ContentTechno • Monitor and increase the

global number of offers

• Optimize product matching

• Increase the relevancy forUsers (Search engine optimisations and categorisation)

•Tackle redirection issues

(adblockers/antivirus)

• Increase Leguide.com page

load time (tag management)

• Increase CTR of OS, browsers and

devices segments

• Analyse traffic quality (Google Shopping impacts)

• Focus by traffic channel (SEO, SEM, direct)

• Focus on non-clicker visitors

• Optimise deduplication rules

• Refresh leguide.com design and

improve user experience

• Focus on IPAD CTR

• Tackle no result pages

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Main achievements

Technique

Increase CTR of OS, browsers and devices segments

Functional and performance tests using different Os, device and browsers

+ 10 points of CTR on W8 segment

Improvements on IE7 and IPAD

Tackle redirection issues Functional and performance tests using different antivirus and adblockers softwares

+ 40k click-outs/month

Marketing

Refresh leguide.com design and improve user experience

New header and footer for Leguide.com desktopNew designs of results pages Mosaic view

Deployed : +1 point AB test : No gainAB test :+ 6 CTR points

Traffic

Increase Leguide.com traffic Allow visitors to go back on lg.com website directly from merchant site using the back button AB test :+ 9 CTR points

Content

Increase the global number of offers

Contact client without feedsOptimise the top search refresh period to avoid pages without offers

+480k Offers

15 hours (vs. 5 days)

Monitor the global number of offers

Implementation of an automatic daily alert system if daily variation is higher than +/-10% Daily report

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Next steps

Technique

Increase Leguide.com page load time Implement tag management technology

Optimise the number of click to charge Deactivation of the redirection page

Marketing

Increase IPAD CTR Definition of a dedicated action plan to increase IPAD CTR

Tackle no result pages Avoid 0 offers results pages

Traffic

Increase CTR of non-clicker visitors Analysis in progress

Optimise SEM campaigns Stream in progress

Optimise deduplication rules Analysis and adaptation of deduplication rules in view to optimise the number of clicks to charge

Optimise traffic quality Optimise traffic quality according to SERP ranking

Content

Increase the relevancy for users Audit and improve Leguide.com categorisation

Product matching Tackle bad product matching

Search engine optimisations Optimise the search engine formula to improve relevancy

Increase the global number of offers Optimisation of capping rules

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Key learning : On 16/10/2013

Methodology: Analyse the CTR by segments (OS, devices, browsersn non-clickers) to identify “pain points”

to ensure a better targeting of the actions to take

Validate and increase reliability of tools to measure the CTR contribution of actions taken (Omniture)

Realise functional and performances tests to identify bugs and performance issues

Results Most of actions which have (and/or had) positively contributed in CTR growth are technical

actions

Increase the relevancy for users by optimising and increasing the site content (impact of Amazon during August)

Focus on customer needs and expectations: improve user experience with new designs and features