ExCom LG / CTR / Back on Track 25/07/2013. Agenda CTR BoT  CTR evolution versus actions  Weekly progress report  Global schedule overview 2.

Présentation au sujet: "ExCom LG / CTR / Back on Track 25/07/2013. Agenda CTR BoT  CTR evolution versus actions  Weekly progress report  Global schedule overview 2."— Transcription de la présentation:

1 ExCom LG / CTR / Back on Track 25/07/2013

2 Agenda CTR BoT  CTR evolution versus actions  Weekly progress report  Global schedule overview 2

3 Evolution of the CTR versus lg.com action plan 3 Tags deactivation (24h) Go logs repaired on IE7 (adblockers + social buttons) Go splash screen deactivation Beginning of summer sales Deployment of the new top search refresh script

4 Main achievements (W 29-30)Next steps (W 31) Technique Test results for IPAD : product UX improvements identified (created on JIRA > in progress) Deactivation of LG.com tags Contribute to restore Go Links on IE7 Improve significantly performances on Home page load time Deactivation of go splash screens : No significant impact on CTR / traffic Adblocker tests / Anti-virus: Explain why few go links on Firefox are broken (analysis in progress) Finalization of testing campaign Sanity check of LG.com tag plan Restore Firefox go links (adblockers) and realize a complete analysis of the incident Market Beginning of the WP1 developments (result and universe pages) Delivery of theWP1developments Definition of the WP2 scope Content Client w/o feed : follow up campaign in progress Follow up of 10 clients > conversion rate = 30% Development, test and deployment of the new top search refresh script: New refreshment period = 15 hours (against 5 days before) Maintain efforts on follow up campaigns Implementation of an alert system in case of variation of lg.com number of offers (+/- 10%) Traffic First findings Traffic quality analysis Findings & Audit of deduplication rules for optimization Progress Report

5 Project overview ActionsW 28W 29W 30W 31W 32W 33W 34W 35W 36 Product Work Package 1 Work Package 2 Technique Tests Dev./Fix Go pages Content Clients w/o feeds Feed decreased Clt not in all sites Top search optim Categorisation Omniture (KPI) Traffic Deduplication SEM analysis SEO analysis 5 Design TestsDevelopments A/B tests Tests Developments Browsers, OS, devices, adblockers, antivirus Package 1: Design A/B tests 25%75%100% benchmark of RANI categorisation Manual fixes and improvements Per category analysis 50% Reliable KPI OURS Marketing Front Office QA Co-Design Sales Content Search Engine Operations OptimizationAnalysis Fixes and improvementsSanity check

6 Sharing findings on traffic quality Competition Lost of position in the 1 st page  See chart Lost of LG KW against Google shopping  April 24%, June 39%, July 41% 6

7 Competition Twenga 7

8 Evolution of KW positions on Google against Twenga (june vs Jul) 63 K KW where Twenga is before LG on LG KW on 1 st GG page (see details) Average distance between Twenga / LG is 7 Per cat analysis in progress Samples  Blazer chez leguide Blazer chez leguide  Blazer chez Twenga Blazer chez Twenga 8 Row LabelsCount of Keyword 18634 27277 36668 45906 55060 64526 73780 83131 92643 102196 111814 121583 131301 141154 151074 16967 17865 18716 19678 20614 21525 22471 23448 24350 25281 26225 27183 28119 2976 3022 311 Grand Total63288

9 Big clients Clicks analysis (Aug 12 vs June 13) 9

10 Click Invoicing ratio decrease during the month 10

11 comparing Jul13 vs Jul12 KW : TS seems more long tail /sb/leguide/recherche/str_MotCle/Filtre+aspirateur+lg+vc9083cl/ org/3/t/1/5020105.htm /sb/leguide/recherche/str_MotCle/Corioliss+/s/1/10000365.htm /sb/leguide/recherche/str_MotCle/Album+photo+13x18/org/3/t/ 1/1020800.htm /sb/leguide/recherche/str_MotCle/Climatiseur%20a%20condensat ion/org/3/t/1/5050815.htm?utm_source=ads&utm_medium=cpc& utm_campaign=1 /sb/leguide/recherche/str_MotCle/Climatiseur+a+condensation/or g/3/t/1/5050815.htm?utm_source=ads&utm_medium=cpc&utm_c ampaign=1 /sb/leguide/recherche/str_MotCle/Vanne+pour+filtre+a+sable/org /3/t/1/10000295.htm /sb/leguide/recherche/str_MotCle/Valise+rigide+ultra+legere/org/ 3/t/1/6052002.htm /sb/leguide/recherche/str_MotCle/Etui+xperia+tipo/org/3/t/1/10 80503.htm /sb/leguide/recherche/str_MotCle/Cartouche+weltico+c6/org/3/t /1/10000295.htm /sb/leguide/recherche/str_MotCle/Etui+xperia+tipo/org/3/t/1/10 80503.htm /sb/leguide/recherche/str_MotCle/Virago+750/org/3/t/1/100003 30.htm /sb/leguide/recherche/str_MotCle/Compteur+altimetre+velo/org/ 3/t/1/3070904.htm /sb/leguide/recherche/str_MotCle/velo/org/3/t/1/3070901.htm? utm_source=ads&utm_medium=cpc&utm_campaign=1 /sb/leguide/recherche/str_MotCle/Pare+choc+ford+escort/org/3/t /1/ 11 /sb/leguide/recherche/str_MotCle/Bekafor/org/3/t/1/5070701.htm /sb/leguide/recherche/str_MotCle/Consoles+chene+massif/org/3/t/1/50 50662.htm /sb/leguide/recherche/str_MotCle/Pulverisateur+vito/org/3/t/1/507030 7.htm /sb/leguide/recherche/str_MotCle/Velo+de+route/org/3/t/1/3070911.ht m /sb/leguide/recherche/str_MotCle/Chauffage+bouteille+de+gaz/org/3/t/ 1/5050810.htm /sb/leguide/recherche/str_MotCle/Vetement+cross/org/3/t/1/10000190. htm /sb/leguide/recherche/str_MotCle/protection%20balcon/org/3/t/1/5070 701.htm /sb/leguide/recherche/str_MotCle/Protection+balcon/org/3/t/1/507070 1.htm /sb/leguide/recherche/str_MotCle/Velo+de+route/org/3/t/1/3070911.ht m /sb/leguide/recherche/str_MotCle/Coussins+fourrure/org/3/t/1/5050707.htm /sb/leguide/recherche/str_MotCle/Chinois/org/3/t/1/5050200.htm /sb/leguide/recherche/str_MotCle/Bibliotheque+design/org/3/t/1/50506 19.htm /sb/leguide/recherche/str_MotCle/Crepiere%2Ba%2Bgaz/s/1/5051612.ht m /sb/leguide/recherche/str_MotCle/Crepiere+a+gaz/s/1/5051612.htm /sb/leguide/recherche/str_MotCle/Lag+t100/org/3/t/1/3010705.htm /sb/leguide/recherche/str_MotCle/Serviette+table+papier/org/3/t/1/505 1309.htm /sb/leguide/recherche/str_MotCle/Support+tv+orientable/org/3/t/1/100 00634.htm /sb/leguide/recherche/str_MotCle/Bibliotheque+design/org/3/t/1/50

12 Conclusion Investigation still in progress but 2 CRITICAL threads identified :  on seo traffic  on traffic quality / CTR Potential Remedy & mitigation  invest in KW intelligence (essential for seo and sem) and accelerate reinvestment in LeGuide (will need probably de scoping of other projects or additional resources)  category mangt, product, brand, facets...  Client acquisition & loyalty strategy with incentive for more / better content  Competition  GS : be ready if EU follows our postition…  Twenga : give the complementary content nor core content 12