9. Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
14. Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Help us to become
15. Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
One hybrid team
Help us to become
16. Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
One hybrid target
One hybrid team
Help us to become
17. Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Show us proof
19. We can’t combine our teams because not all
products sell on all channels.
Are you implying we shouldn’t
online?
Clients are sceptic
[cars]
[dining rooms]
[surfboards]
[…]
42. 3. Length of the path till purchase
Check the percentage of conversions per type of
product where the path length rises again.
43. The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
45. 4. Time spent on product pages
Check the average time on page sorted by
the type of product pages
Filter: only product pages
46. The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
48. 5. Time spent on info pages about the products
Check the average time on page sorted by
the information related to the type of products
Filter: only info pages
related to product pages
49. The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
Time on info pages 41 sec 58 sec 1 min 5 sec
50. The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
Time on info pages 41 sec 58 sec 1 min 5 sec
High(er) involvement product ?
51. Do we need to change our tactics
to sell glasses?
55. Custom
online form
Offline orders
Did these people buy a pair of glasses?
Yes, these people bought a pair of glasses
after trying them on in the store
56. Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Proof
57. 82% of all leads for glasses
came from making an online appointment
58. 46% of the customers
who made an online appointment
bought their glasses offline.
62. Boxsprings vs Dining rooms vs Chairs
Boxsprings Dining rooms Chairs
% online sales 12% 13% 7%
Days till
purchase
31% after 3 days 33% after 12 days 32% after 1 day
Length of Path 8 pages +12 pages 5 pages
Amount of items 160 144 577
Taking profit in account gives you
roughly the same thing
64. 1. Categorize products into low & high
involvement products
2. Work together as one team & mix it up!
3. Work towards one target
4. Analyse numbers & know your margins
5. Conversions vs Profit (& Offline)
What did we learn
