The Red CarpetOptimizing Usability & Mediamix

Hi, I’m Steve# UNIGRO E-commerce Manager since February 2012

www.unigro.be sdeveirman@unigro.be @stevedv

How WE think visitors look @our website …

How VISTORS really look@our website …

Unigro ?

Heatmap & usability

Mediamix & CPA

Conclusions

Unigro

Unigro

• °1948 Belgian pioneer in Mail Order

• Since 1988 part of 3SUISSES INTERNATIONAL

• 2005 start Webshop• Products : Furniture/Deco/Image/Sound/ …

• SalesChanels : Catalogue, Telephone, Webshop

• Internet activity grows | >42% April 2012

• 80% Credit | 90% Free Gift

Heatmap & usability

• www.attentionwizzard.com

• Based on algorithems & science models

• No implementation needed

• Upload jpg …• Easy to use• GACP

A Heatmap tool

Heatmap 1

Diffuse – no attention point – multi messaging – no colour accents – weak …

Heatmap 2

Heatpoints on most important CTA – colour rankings – less is more …

• Quickwin adaptations on HP

• New Wireframes & Prototype

• New site layout • Evangelisation graphic team …

(come and see us in September2012 …)

Heatmaps leading to …

Mediamix & CPA

Mediamix

• UNIGRO uses 7 online channels• Direct entry is the most frequented (ie. Brand + Catalogue)• Affiliation campaigns lead to +21% of online trafic• Adwords (cpc) now only brings 3%

TODO = SEO optimization … migration to OSEcom in Summer

#VpV

• The Paid Medium with the highest potential is SEA (VpV = €6.44)• The highest value comes from SEO (VpV = €9.61)• The Affiliate campaigns only drive a VpV of €0.20 …

TODO = Optimise the Media Channels NOT on trafic, but on Value ! Budget allocation to highest Value driving campaigns

#CPA

• Calculate a Cost-model per Channel• Look for quality drivers in each campaign channel• Allocate budget and optimize mediamix based on Value& CPA

Conclusions

& TODO

Test, test, test

Tools, tools, tools

Create VpV dashboards to allocate budget

Create CPA model for all your channels

Never stop changing & optimizing …

www.unigro.be sdeveirman@unigro.be @stevedv