Pleo Case Study: Turning Holland's largest leisure/travel eCommerce group into a Mobile First...
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Emesa is Holland's largest eCommerce group, with 5 million weekly visitors and 95 million visitors per year across 5 leisure and travel websites. In the summer of 2013, Emesa appointed Pleo to help them become a Mobile First company, starting with its hero site VakantieVeilingen.nl Case study presented at Google Performance (Amsterdam) in May 2014.
Transcript of Pleo Case Study: Turning Holland's largest leisure/travel eCommerce group into a Mobile First...
Presented by: Maarten de Lange | Mobile Marketing Manager | VakantieVeilingen.nl
Renate Nyborg | Founder & CEO | Pleo
How VakantieVeilingen.nl
became a Mobile First company
Thinking with Google, 3 June 2014
Case Study
Drivers for Change
1 2 3
Strategy & Activities
Cornerstones of Success
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After 10 years of growth from Email marketing and Desktop PPC – our landscape had evolved…
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Consumer Habits were Changing Mobile disrupted every industry – Newspapers, Music, Taxis, Travel…
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25% of VakantieVeilingen.nl’s Web Traffic was Mobile
Mobile and tablet visitors made up 25% of returning and new website visitors – despite not having a mobile website
200k MAUs per month on native iOS and Android apps, driving 4X conversion
compared to mobile web visits
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Our mission was to make VakantieVeilingen.nl a Mobile First Company
From PC Leader to Mobile Giant
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How did we get there?
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Pleo helps companies, ranging from startups to commercial organisations, to innovate, disrupt and
grow in order to reach their full potential.
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Pleo’s Philosophy
Unlocking the potential of VakantieVeilingen’s existing assets, customer behaviours and employees
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Turnaround Programme
(18 months)
PHASE 2
Ecosystem Development
PHASE 3 Smart
Marketing
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PHASE 1
Mobile Acceleration Plan
• Web traffic • App usage • Paid media
Kick Off Process (6 weeks) • Strategic report on Global & Netherlands trends in mobile, social, eCommerce and travel
Landscape analysis
• One on one meetings with VakantieVeilingen.nl’s Private Equity investor, CEO, CTO, CFO, CMO • Workshops with App Development agency & internal delivery team (e.g. paid media manager)
Data Analysis
Stakeholder Interviews
• KPIs: App Downloads, CAC, Mobile DAUs/MAUs, Conversion Rate, App Store rating, etc • Recommended management structure and hires to become a Product Centric, Mobile First organisation
• ANALYTICS: App Analytics, Weekly/Monthly Reporting • MARKETING: Paid Media, App Store Optimisation (ASO), App Customer Service • PRODUCT: Product UX/UI tweaks, Rapid Prototyping
Business Goals
Work Streams
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Business Goals
ACQUISITION drive app
registrations
ENGAGEMENT increase mobile DAUs /MAUs
CONVERSION grow revenues
on mobiles
DOWNLOAD! BID! WIN!
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Formed the ‘Mobile Power team’ in order to drive rapid progress around key objectives
Service2Media App
Developers
Renate Nyborg Strategy & Product Lead
Andre Buren CTO
Marc Jutten Technical Product Manager
Maarten de Lange Mobile Marketing Manager
PLEO Design & Prototyping
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Phase 1: Mobile Acceleration (6 months) 29 August 2013
Appointed mobile product specialists Pleo (UK) to lead app strategy and mobile first roadmap
August 2013 Signed deal with Localytics, the in-app analytics company that eBay uses, in order to get
deep insight into app user behaviours
8-10 September 2013 ASO & Analytics training
and strategy are delivered to the Mobile Power team
17 September 2013 Advised on company
structure and resources required to become a Mobile First company
October 2013 Launched responsive
website November 2013 Prototyped SocialPlan, a feature
that allows users to plan with friends and filter by date, weather and and interests
October 2013 Signed deal with
Apptentive, a tool to improve app customer
service and ratings
December 2013 Prototyped BucketList, a
marketing driven feature to drive mobile DAUs, conversion and app
downloads
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Phase 1 focused on understanding and optimising for Mobile Behaviours
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App Users bid on INSTANT ACTION
Significant differences in purchasing behaviours between web and app usage. People are more likely to buy ‘instant action’ activities in categories like Beauty, Evening Out and Day Out. This follows trends in mobile search.
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App Users bid MORE FREQUENTLY
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Especially if they use both the App and Website…
Sweet spot
Phase 2: A New Ecosystem – Mobile First
SEARCH
DISCOVERY
SEARCH
DISCOVERY
PC Web
• Lead generation • Convert PC searches • Convert mobile web/app searches • Promotion via Google Ads/SEO
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Mobile Web
• Lead generation: <1 hour conversion • Drive bids on PC • Drive mobile app downloads • Promotion via Google Ads/SEO
Apps
• Drives discovery • In-app marketing: e.g. notifications
about relevant offers based on past bids and purchases
• Promotion via Google/Facebook paid media and App Marketing
• Drives PC and mobile web traffic • Drives mobile app downloads • Deep-link auctions in the Apps
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Today our traffic comes mostly from Mobile
42%
21%
37%
Platform & Device
Web - Desktop
Web - Mobile
App - Mobile
As of May 2014, 58% of our bids come from Mobile Devices
On sunny days mobile even drives 66% of all bids!!
34%
66%
30th March 2014 (sunny day!)
Desktop
Mobile
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VV Apps drive Optimal Performance
In May 2014 Apps drove 37% of overall traffic, generating 44% of bids and 44% of revenues
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Growth in app BIDS
19% 22% 26% 28% 31% 32% 33% 35% 39% 37% 35% 37% 37% 39% 41% 42% 44%
81% 78% 74% 72% 69% 68% 67% 65% 61% 63% 65% 63% 63% 61% 59% 58% 56%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Okt
Nov
Dec
Jan
Feb
Mrt
Apr
il
May
APP WEB
App bids grew up from 19% (Jan 2013) to 44% (May 2014).
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Growth in app REVENUES
App earnings grew up from 15% (Jan 2013) to 44% (May 2014) of total revenues. 15% 18% 22% 23% 26% 27% 28% 32% 34% 34% 35%
41% 40% 40% 41% 42% 44%
85% 82% 78% 77% 74% 73% 72% 68% 66% 66% 65% 59% 60% 60% 59% 58% 56%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Okt
Nov
Dec
Jan
Feb
Mrt
Apr
il
May
APP WEB
Cornerstones of Success What allowed this project to succeed?
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External Forces An external partner (Pleo) led the path to becoming Mobile First.
Mobile is usually VERY political because it touches every department – the CEO, CIO, CMO and CTO can all feel it’s “theirs”. Working with an external party can help cut through and get sh*t done!
VakantieVeilingen.nl’s Private Equity lead collaborated closely with Pleo,
providing complete access to traffic/user data and financials
Power of Case Studies: Pleo advisor Frank Meehan (ex Board member at Spotify, Siri and Summly) provided direct insight into the way that Facebook and Yahoo! put product at the heart of their
company, and became Mobile First organisations. This helped convince Board members
Pleo delivered Monthly Board Presentations, updating on the changing landscape and performance metrics within the organisation. The conversation about radical change must happen at Board and C-Level
Internal Forces
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Maarten de Lange (who was then a category marketing manager) was a powerful and driven evangelist for mobile who pushed the project forward with senior management
Created a four person ‘Mobile Power Team’ that worked with Pleo –
a tight unit that was nimble and able to move fast.
The team worked Agile, with an optimisation call each Thursday
Work with existing people: rather than waiting to hire mobile specialists: we freed up Maarten and Marc Jutten – who were empowered by a product oriented CTO
