Augmenter le taux de conversion d’achat grâce
à la personnalisation et à de meilleures outils
de recherche
Dr Vincent Schickel – CEO
Ecommerce Geneva Conference - 2011
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Prediggo Highlights
Swiss
Innovative
Founded end of 2008, spin-off from EPFL
Patented and winning Technology
Experience
Customers across Europe
Compatible
With major eCommerce platforms
Ecommerce Geneva Conference
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Our Mission: Increase ROI on Existing Traffic
Shopper Engagement
Guided Navigation
Cross Channel
Solutions that boost conversion rate by up to 25% (Proven via A/B Testing)
Ecommerce Geneva Conference
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Where did we go wrong?
Internet Traffic
Natural
Paid For
(e.g. Search,
Bookmark)
(e.g. AdWords,
Price Comparator)
75%
Dropout
This race for traffic:
• Increases costs
• Introduce extreme competition
• Lower conversion rate
• Lower profits
MyShop.ch
97.5%
Traffic acquisition is necessary but it not enough!
CONFIDENTIAL
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The eCommerce Profitability Equation
Traffic Building
Conversion
• Price Comparison Sites
• Top Sellers
• Search Engine Optimization
• Action Items
• E-mail Marketing
• “Customers Also Bought”
Profitability
• Search Engine Advertising
• Affiliate Marketing
• Banner Advertising
• Social Marketing
• Retargeting
+
Personalization
• ....
Personalization is one of the most powerful conversion strategy.
Ecommerce Geneva Conference
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Once upon the time...the recommendation
•
•
Amazon is the leader in that domain
Algorithm (Item-Based Collaborative Filtering [1]):
• Analyze the similarity of products based on user’s purchase
behavior
• Recommend the most similar products to the one currently seen
« Personalized recommendations are at the heart of why online shopping
offers so much promise »,
Brent Smith, Amazon’s director of Personalization
~35% of their sales come from the recommendations[2]
[2] Amazon.com 2006
[1] Amazon.com Recommendations. Greg Linden, Brent Smith and Jeremy York.
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Is “Customer Also Bought” Enough?
Problem with existing solutions based only on transactional data
•
Lack of diversity
•
Focus too much on best sellers (margins are usually lower!!!)
•
Can only recommend products with a significant sales history
•
Hard to configure – black box
Some solutions:
•
Keep using transactional data
•
Add semantic data from your catalog (ie: actor for movie, grapes for wine)
•
Take into account the user’s browsing profile in real time
Quality of the recommendations will depend on the data!
Ecommerce Geneva Conference
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Add Semantic to Enhance your Personalization
•
•
Use Product Meta Data In Your Data Base (ie: product attributes)
Combine it with « Customer also bought… »
Extratct the most important
attributes
Make the recommendations
independant
Semantic Recommendations sells up to 8 times more! [1]
[1] A/B Testing With Moevenpick Wein – December 2009
Personalization should be everywhere on your site
•
Must all consider business and marketing rules from your business
Recommendations must
take into account:
• The category
• Business rules
• User’s browsing profile
The more you personnalize, the more you convert!
Enhance your search engine
•
+50%
of visitors will use the internal search engine during their visit
Users only buy what they can find!
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Enhance your search engine
• Over
63%
of users did not find what they searched for the first time
Most users only looks at the first 5 items!
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Add Google Features to Your Search Engine
•
With
93%over was Google search market share in Switzerland (2008)
Feature you must include
•
Auto-Complete Recommendations
•
Spelling Fault Tolerance
•
“Did You Mean” Suggestions
•
Attribute Faceted Displays
•
Behavior Based Sorting
•
Synonym Tables
•
And more…
Competiton is only one tab away!
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Help users find the content you’ve created
• Good content drives confidence in the purchase
Good
and user’s satisfaction
Why Should Google be the only one to make money?
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Think outside the box...
For most people now, Google is the browser’s home page!
Customize pages based on Google activity
Home page usually have the biggest bounce rate
Take away message
Traffic Building
Conversion
Profitability
Personalisation tools are the most effectice way to convert!
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Q&A
Come and see us at
….booth B31
« Speed Conf » at
13h00
…with Magento Demo
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