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Story: The frog that did not realize she was boiled

Loic Bonnaillie — Thu, 08 Jul 2010 17:52:36 +0000

This story is based on the experience of a frog plced into a glass of water. The water slowly gets warmer and boils. The frog doesn’t act as the temperature changes. Soon the frog ends up boiled. However if the water had been hot since the beginning the frog would have jump right away out of the galss of hot water.

This story describes the fact that some people tend to let it go when facing minor problems. It is particularly relevant for the climatic problems that we face today.

Story: The butterfly and the cocoon When a butterfly is ready to get out of its...

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Story: The butterfly and the cocoon

Loic Bonnaillie — Thu, 08 Jul 2010 17:50:56 +0000

When a butterfly is ready to get out of its cocoon, it takes a lot of forces to get out and to fly. However this step is absolutely crucial for its survival. Without this test of force, the butterfly wouldn’t be able to develop the muscles necessary to fly. That is why one shall never help a butterfly to get out of its cocoon by cracking, it would condemn it.

This allegory is really relevant today when we talk about how we should help the third world countries or assist a child that we educate. All suffer are not without meaning. Of course it exists some situtations where helping is necessary. But quite often we should back off of some situations and support the effort instead of substitute it by the easiness and the external dependancy.

Suffering is not anymore a burden but has its meaning in the way that it gives a price to each action. It makes one happy because it allows to better appreciate our skills.

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Marketing Channel Manager – New functionnality

Loic Bonnaillie — Thu, 08 Jul 2010 17:38:06 +0000

I had the chance to try the new functionality called “Marketing Channel Manager” on beta version. As an Online Marketing Manager, this is the tool I have been waiting for! This report presents some very cool features:

Possibility to create your own rules for the channels or/and use the Omniture automatically detected rules
Possibility to look at the First Touch versus Last Touch channels. You’ll be able to look at the original channel that made the web user know your website but also the last channel, the one that converted the prospect into a customer
Possibility to manually include the costs of each channel

Rule of thumb: Always place the channels you pay first. For instance if you advertise on Facebook, you should place the Facebook Ads channel before the Social Networks. If you don’t all results (including your Facebook ads) will be attributed to the Social Networks channel.

For this report I chose to split the channels as much as possible in order to have a better view on the importance of each ones. I have separated the SEM into Brand SEM and Non Brand SEM, same for the SEO channel. As I try to develop the Facebook ads I separated these ads from the rest of them.

The limitation remains in the Last Touch versus First Touch. To have the whole campaign stacking you must implement another evar which is explained here.

How do your Shopping Tools perform? Are they used? The Shopping Tools report was created in order to understand...

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How do your Shopping Tools perform? Are they used?

Loic Bonnaillie — Thu, 15 Apr 2010 20:02:33 +0000

The Shopping Tools report was created in order to understand how the customers purchase our products. It is a visit-based report that captures which tool was used by the web users. The shopping tool captured is the one that is the last used before adding the product into the basket. For instance one sees a product page and then clicks on a cross sell product. She arrives on the product page of this product and then add it into her basket. Omniture attributes the cart addition of this product to the Cross Sell shopping tool.

This report shows some limits as it isn’t possible to really go into the details that I’d like. But still, this report gives me a pretty good understanding on how used some shopping really are. This way I know which shopping tools should be improved and how much time I should spend on them (e-merchandising).

Marketing Channel Manager – New functionnality I had the chance to try the new functionality...
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Problem of the “unqualified” Visits impacting the Conversion Rate ? – creation of a Qualified Visits event

Loic Bonnaillie — Wed, 24 Mar 2010 18:38:58 +0000

How often in your jobs do your hear about the Conversion Rate? How frustrated are you to talk about it? As an online marketing manager I’m particularly tired of always hearing about the evolution of the Conversion Rate without consideration of the traffic brought on the website. After some time I realized that it should be my duty as a web analyst to improve the analysis of the Conversion Rate and to explain the role of this KPI. To achieve this goal, I created what we call a Qualified Visit event.

What is a website Conversion Rate?

The conversion rate is most of the time considered as the Total Orders / Total Visits without consideration of the traffic sources and of the external campaigns in place. Avinash on his post introduced some ways to look at the Conversion rate differently so that it is less depending on the quality of the traffic, and also to make it look higher

Its post made me think about what is a website Conversion Rate? How to look at it? As I seen it, the website Conversion Rate should indicate how convincing your commercial offer is. Therefore when I launch some external campaigns, I’m looking at increasing the traffic of prospects, but by increasing my traffic I often lower its quality, so does my Conversion Rate.

By example if I launch a game that is communicated through an affiliation program, it brings web users that only are interested by the prize. And when they click on the last button of the game, they are redirected to my website. Since they are not interested at all by our products, they leave the website on the first page. Those visits are killing my website Conversion Rate. The following weeks of the launch of the game my boss came to me asking why the website was performing so poorly, based on the Conversion Rate only. It wasn’t the case, … on the contrary … if only he could have looked at the number of orders at the same time

Creation of the Qualified Visit event

When I first thought about this issue I wanted to look at the Conversion Rate based on visits of more than 1 page, visits that are at least interested by the content of our websites. But then I thought of looking at visits “useful” commercially speaking, that we later called “qualified visit”, one that matches some defined criteria. For us, a visit is considered « qualified »when the web user sees one the key pages such as a product page or the basket.

Of course it depends of what you consider the key pages on your website but the creation of this event has considerably improved our follow up of the Conversion rate and the commercial performance of our website. External campaigns have less influence on the Conversion Rate.

It is also very useful for me as a traffic manager to look at the kind of traffic I am bringing to the website. I can use this event on different SiteCalyst reports, specially on Conversion Funnels and on the my channels. You can see the use of this event below

All Visits:

Qualified Visits:

Internal Campaigns on SiteCatalyst Are internal campaigns important to your business? If so, I’ll...
Internal Campaigns: be careful with your non deduplicated tracking codes! An important element to take into consideration when talking about...
How do your Shopping Tools perform? Are they used? The Shopping Tools report was created in order to understand...

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