Beobank case study Duopresentatie: An Haenen (Y&R) & Nicolas Prost-Gargoz (Beobank). #ETS13

1. eTrade Summit – Case Beobank
Nicolas Prost-Gargoz
An Haenen

2. Agenda
n
Beobank and online acquisition
n
Case concept
n
Smart traffic driving
n
Types of optimisation
n
Outcome & results

3. Beobank and online acquisition

4. Beobank in Belgium
1.000 employees
6 Call Centers
•
Beobank Service Center (50 FTE)
•
5 External Call Centers (60 FTE)
192 agencies

5. 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

6. Case concept

7. Acquisition agreement
Strategic Challenge
• 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
Investments have increased
by 21% but bookings have
grown by 84%
Cost Per Account
decreased by 40%

8. Performance Model
Media
planning &
buying
Website
optimisation
Campaign
production
Online
acquisition
Website
production
Media
optimisation
Reporting

9. 2 targets
Cost per
account
Volume
•
Achieve new cards
& loans clients at a
maximum CPA
• Annual target in
terms of volume

10. It’s all about ...
DRIVING GOOD TRAFFIC

11. It’s all about ...
AT AN ACCEPTABLE PRICE

12. It’s all about ...
KEEPING THE BALANCE BETWEEN
VOLUME AND CPA

13. It’s all about ...
PLAYING DJ 24/7

14. It’s all about ...
MANAGEMENT

15. Smart traffic driving

16. No traffic driving without
closing the loop thinking
Drive to web & CPA
management
Website management
& optimisation
Research & analysis

17. 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

18. Find the right balance in traffic drivers
Display
Remarketing
Premium
campaigns
Contextual
Advertising
Partnerships
Linkbuilding
Affiliate
marketing
SEA
SEO
Above?
Beobank.be
Mobile
advertising

19. Remarketing - rule nr. 1
NEVER WASTE
A COOKIE

20. Remarketing - rule nr. 2
DEFINE LOGICAL AND SIMPLE
BUSINESS RULES FOR
SEGMENTATION

21. Remarketing - rule nr. 2
One
One
One
Segment
DON’T EXAGGERATE IN SEGMENTATION:
KEEP IT COST EFFICIENT

22. 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

23. Types of optimisation

24. Many types of optimisations
Creative A/B testing
Funnel and form optimisation
Page optimisation
SEO optimisation
On-site remarketing

25. Many available tools
Never start your optimisations
based on a tool selection

26. First things first !
Design a plan before getting started
PAGE 26
| PRESENTING TO [BEOBANK]

27. And avoid ending-up like this
PAGE 27
| PRESENTING TO [BEOBANK]

28. 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

29. Tool selection in function of the plan

30. Optimisation 1: creative A/B testing

31. Optimisation 1: creative A/B testing

32. Optimisation 2: credit card funnel

33. 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
Visa PP
Cards Splash page
5
4
5
5
2
1
4
4
3
14
10
9
Cards Funnel 1
Cards Funnel 2
Cards Funnel 3
4
2
1
1
1
1
3
3
3
8
6
5

34. Optimisation 3: landingpages
n Current
test page Beobank

35. 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

36. Optimisation 3: landingpages
n Use
heatmaps for extra insights and new hypotheses

37. 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%

38. Optimisation 3: landingpages

39. 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

40. Outcome & results

41. Results loans acquisition
n First
full year of CPA agreement è 2012: + 57%
n Jan/Sept
2013 è +18%

42. Results cards acquisition
n First
full year of CPA agreement è 2012: + 44%
n Jan/Sept
2013 è +10%

43. Thank you!
Any questions?