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Online leads & offline sales
Online E-commerce
Offline TV, Radio, …
Team
Team
Online E-commerce
Offline TV, Radio, …
Online e-commerce
Offline in- & out-store
Team
Team
€
€
Team
Team
€
€
Target
Target
Online E-commerce
Offline TV, Radio, …
Team
Team
€
€
Target
Target
Communication
Online E-commerce
Offline TV, Radio, …
voorbeeld reclame
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Online marketing
Offline marketing
Team
Team
€
€
Target
Target
Online marketing
Offline marketing
Team
Team
€
€
Target
Target
Online marketing
Offline marketing
CMO CDO
Online marketing
Offline marketing
CMO CDO
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col listHelp us to become
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
One hybrid team
Help us to become
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
One hybrid target
One hybrid team
Help us to become
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Show us proof
Test
Theory
We can’t combine our teams because not all products sell on all channels. Are you implying we shouldn’t online?
Clients are sceptic
[cars][dining rooms][surfboards][…]
High involvement
Low involvement
First time Research
High involvement
Low involvement
First time Research
High involvement
Low involvement
First time Research
High involvement
Low involvement
First time Research
High involvement
Low involvement
First time Research
High involvement
Low involvement
2nd time Research
Test
Analysis
The right metrics matters
Product type 1 Product type 2 Product type 3
The right metrics matter
Glasses Lenses Other
5
1
1. % Conversions per type of product
Calculate the percentage of conversions per type of product
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
2
2. Days till purchase
Check the percentage of conversions per type of product, after 30 days
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
3
3. Length of the path till purchase
Check the percentage of conversions per type of product where the path length rises again.
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
4
4. Time spent on product pages
Check the average time on page sorted by the type of product pages
Filter: only product pages
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
5
5. Time spent on info pages about the products
Check the average time on page sorted by the information related to the type of products
Filter: only info pages related to product pages
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
Time on info pages 41 sec 58 sec 1 min 5 sec
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
Time on info pages 41 sec 58 sec 1 min 5 sec
High(er) involvement product ?
Do we need to change our tactics to sell glasses?
Online marketing
Offline marketing
Yes, glasses sell better offline
Do glasses sell better offline?
How can we support offline sales with online lead generation?
online lead Offline sale
Make an appointment
Custom online form
Offline orders
Did these people buy a pair of glasses?
Yes, these people bought a pair of glassesafter trying them on in the store
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Proof
82% of all leads for glasses came from making an online appointment
46% of the customers who made an online appointment bought their glasses offline.
Test
Repeatable
High involvement
Low involvement
First time Research
High involvement
Low involvement
2nd time Research
Boxsprings vs Dining rooms vs Chairs
Boxsprings Dining rooms Chairs
% online sales 12% 13% 7%
Days till purchase 31% after 3 days 33% after 12 days 32% after 1 day
Length of Path 8 pages +12 pages 5 pages
Amount of items 160 144 577
Taking profit in account gives you roughly the same thing
Test
5 takeaways
1. Categorize products into low & high involvement products
2. Work together as one team & mix it up!
3. Work towards one target
4. Analyse numbers & know your margins
5. Conversions vs Profit (& Offline)
What did we learn
Thank youSam StalsOnline Marketing Consultant, Wijs
@Sam_stals
@vreewijs
Strategic Account Manager
Commerce Associate
!
@vreewijs
