Beobank case study Duopresentatie: An Haenen (Y&R) & Nicolas Prost-Gargoz (Beobank)
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Transcript of Beobank case study Duopresentatie: An Haenen (Y&R) & Nicolas Prost-Gargoz (Beobank)
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eTrade Summit – Case Beobank Nicolas Prost-Gargoz
An Haenen
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Agenda
n Beobank and online acquisition
n Case concept
n Smart traffic driving
n Types of optimisation
n Outcome & results
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Beobank and online acquisition
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Beobank in Belgium
192 agencies 1.000 employees
6 Call Centers • Beobank Service Center (50 FTE)
• 5 External Call Centers (60 FTE)
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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
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Case concept
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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%
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Performance Model
Online acquisition
Media planning &
buying
Campaign production
Website production
Reporting
Media optimisation
Website optimisation
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2 targets
• Achieve new cards & loans clients at a maximum CPA
Cost per account
• Annual target in terms of volume Volume
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It’s all about ...
DRIVING GOOD TRAFFIC
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It’s all about ...
AT AN ACCEPTABLE PRICE
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It’s all about ...
KEEPING THE BALANCE BETWEEN VOLUME AND CPA
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It’s all about ...
PLAYING DJ 24/7
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It’s all about ...
MANAGEMENT
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Smart traffic driving
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Drive to web & CPA management
Website management & optimisation
Research & analysis
No traffic driving without closing the loop thinking
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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
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Find the right balance in traffic drivers
Beobank.be SEO
SEA
Partnerships Linkbuilding
Display Remarketing
Premium campaigns
Contextual Advertising
Affiliate marketing
Mobile advertising
Above?
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Remarketing - rule nr. 1
NEVER WASTE A COOKIE
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Remarketing - rule nr. 2
DEFINE LOGICAL AND SIMPLE BUSINESS RULES FOR
SEGMENTATION
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Remarketing - rule nr. 2
DON’T EXAGGERATE IN SEGMENTATION: KEEP IT COST EFFICIENT
Segment One
One One
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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
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Types of optimisation
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Many types of optimisations
Creative A/B testing
Funnel and form optimisation
Page optimisation
SEO optimisation
On-site remarketing
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Many available tools
Never start your optimisations based on a tool selection
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First things first !
| PRESENTING TO [BEOBANK] PAGE 26
Design a plan before getting started
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And avoid ending-up like this
| PRESENTING TO [BEOBANK] PAGE 27
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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
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Tool selection in function of the plan
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Optimisation 1: creative A/B testing
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Optimisation 1: creative A/B testing
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Optimisation 2: credit card funnel
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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
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Optimisation 3: landingpages n Current test page Beobank
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Optimisation 3: landingpages
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
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Optimisation 3: landingpages
n Use heatmaps for extra insights and new hypotheses
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Optimisation 3: landingpages
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%
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Optimisation 3: landingpages
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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
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Outcome & results
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Results loans acquisition
n First full year of CPA agreement è 2012: + 57%
n Jan/Sept 2013 è +18%
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Results cards acquisition
n First full year of CPA agreement è 2012: + 44%
n Jan/Sept 2013 è +10%
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Thank you! Any questions?