Beobank case study Duopresentatie: An Haenen (Y&R) & Nicolas Prost-Gargoz (Beobank)

transcript

eTrade Summit – Case Beobank Nicolas Prost-Gargoz

An Haenen

Agenda

n  Beobank and online acquisition

n  Case concept

n  Smart traffic driving

n  Types of optimisation

n  Outcome & results

Beobank and online acquisition

Beobank in Belgium

192 agencies 1.000 employees

6 Call Centers •  Beobank Service Center (50 FTE)

•  5 External Call Centers (60 FTE)

Acquisition strategy with strong online focus

Agency number 1 in terms of acquisition

= medium online

= Beobank online team (3 FTE)

= Y&R (2,5 FTE)

32% of new loans clients

20% of new cards clients

Case concept

Acquisition agreement

•  Continuous online acquisition campaigns

•  Web agency (Y&R) buys the online media

•  Beobank pays Y&R by account booked (CPA model since 2011 Q2)

•  Cards are booked 100% remotely

•  Loans are booked remotely or in POS

Focus on Profitability

Strategic Challenge

Investments have increased by 21% but bookings have grown by 84% Cost Per Account decreased by 40%

Performance Model

Online acquisition

Media planning &

buying

Campaign production

Website production

Reporting

Media optimisation

Website optimisation

2 targets

•  Achieve new cards & loans clients at a maximum CPA

Cost per account

•  Annual target in terms of volume Volume

It’s all about ...

DRIVING GOOD TRAFFIC

AT AN ACCEPTABLE PRICE

KEEPING THE BALANCE BETWEEN VOLUME AND CPA

PLAYING DJ 24/7

MANAGEMENT

Smart traffic driving

Drive to web & CPA management

Website management & optimisation

Research & analysis

No traffic driving without closing the loop thinking

Use a smart tagging process

n  Traffic driving with new media partners is always a hassle: – New tags need to be implemented in e-sales funnel – Often in secured environments è IT dependent

n  Develop smart tagging without IT involvement: – Old process: tagging for new partners could take 2 weeks – Current process: 1 hour / 1 day thanks to use of GTM

Launch new campaigns in 24 hours

Find the right balance in traffic drivers

Beobank.be SEO

Partnerships Linkbuilding

Display Remarketing

Premium campaigns

Contextual Advertising

Affiliate marketing

Mobile advertising

Above?

Remarketing - rule nr. 1

NEVER WASTE A COOKIE

DEFINE LOGICAL AND SIMPLE BUSINESS RULES FOR

SEGMENTATION

DON’T EXAGGERATE IN SEGMENTATION: KEEP IT COST EFFICIENT

Segment One

One One

The benefit of remarketing

Higher interest &

involvement Higher

conversion Real time bidding Low CPA

n  CPA vs premium display campaigns (CPD/CPM) è up to 8 times lower

n  CPA vs performance reach campaigns (CPC) è up to 3 times lower

Types of optimisation

Many types of optimisations

Creative A/B testing

Funnel and form optimisation

Page optimisation

SEO optimisation

On-site remarketing

Many available tools

Never start your optimisations based on a tool selection

First things first !

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Design a plan before getting started

And avoid ending-up like this

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Optimisation plan

•  Define the KPI’s •  Conversions •  Bounce rate •  CTR to step 1 of the funnel •  Average time on site •  Engagement

•  Define what to optimise based on

•  Hypotheses •  Business rules •  Development time (ROI) •  Possible duration

Tool selection in function of the plan

Optimisation 1: creative A/B testing

Optimisation 2: credit card funnel

Optimisation 3: landingpages

n  Define pages to test upon variables è mathematical approach

Poten&al Test Page Poten&al Importance Ease Priority Ra&ng

Visa LP 5 5 4 14 Visa PP 4 2 4 10 Cards Splash page 5 1 3 9 Cards Funnel 1 4 1 3 8 Cards Funnel 2 2 1 3 6 Cards Funnel 3 1 1 3 5

Optimisation 3: landingpages n  Current test page Beobank

n  Create strong hypotheses with a conversion model methodology

The 6 conversion factors: 1.  Value Proposition 2.  Relevance 3.  Clarity 4.  Anxiety 5.  Distraction 6.  Urgency

n  Use heatmaps for extra insights and new hypotheses

n  The outcome –  7 test versions x 2 languages = 14 versions –  1 extra version combining all 7 test variables –  duration of testing: 2 months –  expected conversion uplift for the best version: +25%

Optimisation 4: On-site remarketing

n  Off-site to on-site focus:

n  Increasing on-site conversion performance versus traffic acquisition

n  Real-time remarketing

Conversion lift of 15% on exposed traffic

Outcome & results

Results loans acquisition

n  First full year of CPA agreement è 2012: + 57%

n  Jan/Sept 2013 è +18%

Results cards acquisition

n  First full year of CPA agreement è 2012: + 44%

n  Jan/Sept 2013 è +10%

Thank you! Any questions?