Conversion is a paradox Digital Marketing Live, 21 May 2014 Mirelle Bos, Manager Comparison, Sanoma Digital

Who we are

About Kieskeurig.nl

•  170.000 visitors per day •  > 3,3 mio visits per month •  Strong brand (51% TOM)

•  > 500.000 products •  >600 productgroups •  > 6 mio prices •  > 1 mio consumer reviews,

questions & answers

•  > 600 shops

Sources: ComScore, Google Analytics, KIS

Mission statement: helping consumers in making the best buying decision.

Conversion = Paradox

Macro vs. micro

Product vs. Price comparison Product vs. Price

comparison

5a. Purchase online (CPC)

5b. Print product information

Need for a purchase (new/ substitute)

4. Decision about product –> compare

prices

1.  Information op products

2. Comparison of specifications 3. Read reviews

Purchase offline

6. Write a review

Reasons to visit

Conflicting business models

Does CPM cannibalise CPC?

CPS vs. CPC?

Adsense vs. CPC?

Finding a balance

Continuous testing

With or without banner position CPM cannibalises CPC?

0%

10%

20%

30%

40%

50%

60%

jan 13 feb 13 mrt 13 apr 13 mei 13 jun 13 jul 13 aug 13 sep 13 okt 13 nov 13 dec 13

Shar

e

Samsung Philips LG Sony Panasonic

Clickshare led tv

+2% conversion to price page but -2,4% lower CTR

Conversion increases with a more visual presentation

+2% higher CTR, -1,75% lower bounce rate and +4 sec. average time on page

CPC conversion increases when showing a limited amount of shops

-7% lower CTR

What is the impact of a checkout?

Simple text and call to action colours increase CPC and CPS conversion

Click to order increases amounts of orders

+62% orders, +30% visitors in checkout

Measuring is crucial - Clear hypothesis - Define KPI’s - Significance - Minimal 2 week test period - Other factors

Continuous feedback

Conversion = Paradox

Finding a balance

Thank you for your attention.