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BOOST THE ROI OF YOUR DIGITAL PRESENCE 7 rue de Bucarest 75008 Paris - +33 1 73 00 28 00 – [email protected] - backelite.com

Boost the ROI of your digital presence

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BOOST THE ROI OF YOUR DIGITAL PRESENCE

7 rue de Bucarest 75008 Paris - +33 1 73 00 28 00 – [email protected] - backelite.com

PERFORMANCE-RELATED CHALLENGES

Mobile use is growing rapidly

102 billion applications downloaded in 2013 (254 billion in 2017)

And extends as far as points of sale

33% of people visiting shops practice showrooming

French mobile Internet users spend an

average of 1 hr 19 mins on their mobile

every day

84% of which is spent using applications

65% abandonment rate for applications during the first 3 months

51% of users believe that the content of the application does not meet their expectations

31% state operational reasons

23% find the navigation experience unsatisfactory

MOBILE - A GREAT POTENTIAL NEEDS FURTHER WORK...

The User eXperience at the heart of the issue of generating ROI from mobile devices

PERFORMANCE-RELATED CHALLENGES

Product Marketing (positioning, content, functionalities, CRM, etc.)

Interface(ergonomics, design)

Quality of service (QofS)

The User eXperience

is the perception of the person using a product, service or system in the context of a human-machine interaction.

And the memory they will have of this. Brand preference

3 MAIN ORIENTATIONS

OUR APPROACH TO PERFORMANCE

Acquisition

ASO/SEOAudience reportsChargeable levers

Word of mouthPressNotes and comments

Happiness Adoption

Engagement Retention

Task success

User eXperience

OUR APPROACH TO PERFORMANCE

Acquisition

ASO/SEOAudience reportsChargeable levers

Word of mouthPressNotes and comments

Happiness Adoption

Engagement Retention

Task success

User eXperience

Marketing Quality of ServiceInterface

OUR APPROACH TO PERFORMANCE

Backelite offers 3 types of support to optimize your

performance

1. A global approach to support you in assessing your Performance process and continuously improving your results

» A multi-domain process or a process focused on a specific theme:

marketing, interface or quality of service

2. A modular approach to support you in specific areas for improving the performance of your devices

3. The setting up of automated multi-source dashboards andmeasurement tools

OUR APPROACH TO PERFORMANCEGLOBAL APPROACH

Multi-domain or themed approach (marketing, interface, technical performance)

1. Qualitative and quantitative objectives (KPIs) for the device

2. Levers for action on Performance

3. Monitoring tools and methods (recurring audits, reports, tools, dashboards)

REPORTS & ANALYSIS RECOMMENDATIONS & ACTION PLAN

PERFORMANCE PLAN (annual)

ASSESSMENT CONTINUOUS IMPROVEMENT

Acquisition

Happiness Adoption

Engagement Retention

Task success

RECURRING AUDITS (quart./ half-yearly)

OUR APPROACH TO PERFORMANCEGLOBAL APPROACH - FOCUS ON RECURRING AUDITS

• Analysis of the performance of the device based on the following orientations: Acquisition, Happiness, Adoption, Engagement, Retention and Task Success

• Comparison of the results with the previously defined objectives and the observed averages

• Prioritized improvement action plans and recommendations for the different orientations, in particular any which are under-performing

• Monitoring of the effectiveness of the actions put in place

Continuous performance improvement through recurring audits

web & store analytics

notes & comments(stores)

push notifications

etc.

quality of service

app store optimization

Marketing QofSInterface

OUR APPROACH TO PERFORMANCEMODULAR APPROACH

9

Before/after update• Comparison of notes and comments in stores before and after

an online launch

• Proposal for immediate improvement or corrective action

Audit of the monitoring methods• Listing of the monitoring

requirements

• Audit of the means put in

place (tools, tagging plan,

etc.)

• Recommendations for

improvements and setting

up of ad hoc tools

Audit of technical performance• Identification of the

problem

• Recommendation and

support in setting up

investigative tools

• Data analysis &

recommendations

Conversion tunnel audit• Comparison of the results

with the trends observed

• Analysis of the customer loss

points

• Process improvement

recommendations

Analysis of e-reputation• Analysis of the device’s

reputation on social networks

and in stores

OUR APPROACH TO PERFORMANCEMODULAR APPROACH

10

Surveys

• Setting up of automated

survey modules within your

application or

website/mobile website

• Analysis of the results and

recommendations

AB-Testing• Setting up of AB-Testing

campaigns for the key paths

of your website or

application

• Analysis of the results of the

different paths

• Assistance with selecting the

most effective path

User tests• Organization of user tests

of your devices before or

after their online launch

• Analysis of the results and

improvement

recommendations

Proof of concept• Test of the relevance and/or feasibility of a

functional, ergonomic or technical offer

Available solution/tool

Accelerator• Acceleration module for the performance of

your website or mobile website

OUR APPROACH TO PERFORMANCEMODULAR APPROACH

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Strategy and acquisition/loyalty plan• Identification of the objectives

• Audit of the user database and

the means put in place

• Mapping of the levers to be put

in place & estimation of the

associated ROI

• Assessment of the monitoring

means and method

App store Optimization• Assistance in defining the

category, text and SEO

keywords in accordance with

the best ranking potential

• Support in setting up

continuous measurement

and optimization tools

Management of the device's e-reputation• Assistance in setting up the effective management of your device's e-reputation and the social networks

• Support in setting up measurement methods

• Support in the continuous optimization of your device's e-reputation

Contact plan• Identification of the types of

message to be sent to users

according to segmentation

and the client lifecycle

• Support in setting up

continuous measurement

and optimization tools

OUR APPROACH TO PERFORMANCEMONITORING TOOLS AND DASHBOARDS

MONITORING TOOLS

12

User path

Downloads& classification

Conversion tunnel

• Specific tools that complementyour analytics according to yourmonitoring requirements

OUR APPROACH TO PERFORMANCEMONITORING TOOLS AND DASHBOARDS

13

• A consolidated and automated visionof your main multi-source indicators

• The possibility of consulting thedashboard from anywhere and on anymedium (desktop, tablet, mobile)

TAILOR-MADE DASHBOARD

14BACKELITE PERFORMANCE

APPROACH TO TARIFFS

MULTI-DOMAIN GLOBAL APPROACHPRICING PRINCIPLES

15

PERFORMANCE PLAN

RECURRING AUDITS

ADDITIONAL OPTIONS

• Initial implementation: from €9k

• Annual update: from €5k

• Quarterly audit: from €7k/quarter

• Half-yearly audit: from €8k/half-year

• Monthly reporting "lite": from €2k/month

• Half-yearly benchmark: €4k/half-year (5 devices studied)

• Monthly reporting "lite": from €1.5k/month

• Quarterly benchmark: €4k/quarter (5 devices studied)

IN ADDITION TO THE QUARTERLY AUDIT

IN ADDITION TO THE HALF-YEARLY AUDIT

MODULAR APPROACHPRICING PRINCIPLES

16

Before/after update

Audit of the monitoring methods Audit of technical

performancesConversion tunnel audit

Analysis of e-reputation

Surveys

AB-Testing

User tests Proof of concept

Accelerator

From €10k From €10k From €12k

From €5k From €6k From €6k

From €5k From € 8k From €10k

From €10k

Strategy and

acquisition/loyalty plan

App store Optimization Management of the e-reputation

Contact plan

From €11k From €11k

From € 7kFrom €10k

17BACKELITE PERFORMANCE

ORIENTATIONS FOR PERFORMANCE WORK

FOCUS

Acquisition

Happiness Adoption

Engagement Retention

Task success

ORIENTATIONS FOR PERFORMANCE WORKDEFINITIONS

• Acquisition:

• Happiness:

• Adoption:

• Engagement:

• Retention:

• Task success:

Acquisition

Happiness Adoption

Engagement Retention

Task success

ORIENTATIONS FOR PERFORMANCE WORKACQUISITION

• Create and maintain a targeted userdatabase (SEO, ASO, audience reports fromother channels, mailings on the userdatabase, chargeable levers, etc.)

• Build the reputation of the devices (socialnetworks, stores, etc.)

• Performance Plan: assessment of the acquisitionstrategy (objectives, levers, measurement, etc.)

• Recurring audits: measurement and continuousimprovement (test and learn)

SUPPORT OFFERED:CENTRAL ORIENTATIONS

• Creation and monitoring of the Acquisition Plan

• Initial creation and optimization of the Storepresence strategy (ASO)

• Recommendations for the optimization of themobile SEO and Responsive Web Design

• Creation of the Social Network Strategy ...

ADDITIONAL OPTIONS

Discovery of apps by users:74% through research in stores (ASO, notes and comments)43% by word of mouth (recommendations)27% via the list of most downloaded applications

A

ORIENTATIONS FOR PERFORMANCE WORKHAPPINESS & ADOPTION

• Have a clear and targeted relationalpromise (use, users)

• Create a device and an interface that arebest in class and meet user expectations

• Have a good level of perceived quality(loading time, crashes, malfunctions,optimized error and loading messages, etc.)

• Performance Plan: definition of the objectives,targets and key client paths

• Recurring audits: monitoring the use of thefunctionalities (analytics) so they can bemaintained, adapted or deleted - monitoringtechnical performance so it can be improved whennecessary - monitoring and analysis of notes andcomments in stores

SUPPORT OFFERED:

CENTRAL ORIENTATIONS

H/A

• Carry out User Tests and Surveys toprioritize/review the functionalities

• Carry out AB-Testing on the key stages of the path

to optimize the transformation

• Third Party Application Maintenance of devices

• Performance of QofS Audits on devices, etc.

ADDITIONAL OPTIONS

ORIENTATIONS FOR PERFORMANCE WORKRETENTION AND ENGAGEMENT

• Adapt the interface and the pushinformation to the user and to the context(e.g. pre-completion of fields, customizedpoint of sales information, localizedinformation)

• Include the most most faithful users andthe opinion-leaders in the success of theproject (surveys, user tests, etc.)

• Ensure continued technical performance(loading time, etc.) during updates

• Performance Plan: assessment of the retention &engagement strategy (objectives, levers,measurement, etc.)

• Recurring audits: analysis of the retention andengagement level within the device and on socialnetworks and improvement plan

SUPPORT OFFERED

67.9% of users expect a fluid, rapid application during its operation

CENTRAL ORIENTATIONS

R/E

• Creation of the CRM Contact Plan for the devices(pushes, emails)

• Integration of Survey modules into mobile devices

• Carry out Surveys and User tests

• Carry out QofS performance audits on devices, etc.

ADDITIONAL OPTIONS

ORIENTATIONS FOR PERFORMANCE WORKTASK SUCCESS

• Identify the challenges of the device andthe key stages and functionalities of thepath

• Monitor them closely and optimize themcontinuously (AB testing, surveys, etc.)

• Have a good QofS level (loading time,crashes, malfunctions, perceived quality)

• Performance Plan: definition of the key stages ofthe path, the measurement indicators and theassociated quantitative objectives

• Recurring audits: monitoring and optimization ofthe performance of these key paths

SUPPORT OFFERED

1 second loading time = 7% decrease in turnover

CENTRAL ORIENTATIONS

• Carry out AB-Testing on the key stages of the path

to optimize the transformation

• Carry out QofS performance audits on your devices

• Conversion tunnel audit

• Load increase tests...

ADDITIONAL OPTIONS

T

Thank you!Any questions?

CONTACT US

Florence MerrienPerformance Offer Manager

[email protected]

Tel +33 1 73 00 28 00Mob +33 6 42 23 48 19Ld +33 1 73 00 28 33Fax +33 1 73 76 87 20

www.backelite.com