ExCom LG / CTR / Back on Track 25/07/2013
Agenda CTR BoT CTR evolution versus actions Weekly progress report Global schedule overview 2
Omniture bug Overstatement of the CTR of +/- 10 points Evolution of the CTR versus lg.com action plan 3 Beginning of summer sales Go logs repaired on IE7 (adblockers + social buttons) Tags deactivation (24h) Go splash screen deactivation Deployment of the new top search refresh script Loss of Amazon feeds Deactivation of W8 splash screen
Main achievements (W 31-34)Next steps (W 35) Technique Fixes for Ipad : In progress (deadline scheduled on 4 th of September) Deactivation of W8 splash screens : Impact on CTR is expected around +10 points (50% > 60%) Go links restorations on Firefox (adblocker blocks “zanox“ domain): In progress Deployment of the “IPAD fixes” Finalization of test campaigns Market Delivery of the WP1 developments (new result pages + new header) : Tests and rollout WP1 Work with external agency postponed (due to Zeus priority) Validation of the WP2 scope and roadmap Content Client w/o feed (25% completed): 40 new feeds received (7% of the global list) 17 contract terminated (3% of the global list) Deployment of the global number of offers alert system (Live this week) Maintain efforts on follow up campaigns Categorisation audit > quality, CTR, RANI. Traffi c SEO / SEM analysis in progress Progress Report
Project overview ActionsW 28W 29W 30W 31W 32W 33W 34W 35W 36W 37W 38 Product WP 1 WP 2 Technique Tests Dev./Fix Go pages Content Clts w/o feeds Clt Feed decre. Clt not in all sites Top search refr. Categorisation Omniture (KPI) Traffic Deduplication SEM analysis SEO analysis A/B tests 5 Design Tests Browsers, OS, devices, adblockers, antivirus 25%75% benchmark of RANI categorisation Manual fixes and improvements Per category analysis 50% Reliable KPI OURS Marketing Front Office QA Sales Content Search Engine Operations Design OptimizationAnalysis Fixes and improvementsSanity check Adblocker/antivirus Developments
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
Competition Twenga 7
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 Grand Total63288
Big clients Clicks analysis (Aug 12 vs June 13) 9
Click Invoicing ratio decrease during the month 10
comparing Jul13 vs Jul12 KW : TS seems more long tail /sb/leguide/recherche/str_MotCle/Filtre+aspirateur+lg+vc9083cl/ org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Corioliss+/s/1/ htm /sb/leguide/recherche/str_MotCle/Album+photo+13x18/org/3/t/ 1/ htm /sb/leguide/recherche/str_MotCle/Climatiseur%20a%20condensat ion/org/3/t/1/ htm?utm_source=ads&utm_medium=cpc& utm_campaign=1 /sb/leguide/recherche/str_MotCle/Climatiseur+a+condensation/or g/3/t/1/ 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/ htm /sb/leguide/recherche/str_MotCle/Valise+rigide+ultra+legere/org/ 3/t/1/ htm /sb/leguide/recherche/str_MotCle/Etui+xperia+tipo/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Cartouche+weltico+c6/org/3/t /1/ htm /sb/leguide/recherche/str_MotCle/Etui+xperia+tipo/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Virago+750/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Compteur+altimetre+velo/org/ 3/t/1/ htm /sb/leguide/recherche/str_MotCle/velo/org/3/t/1/ 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/ htm /sb/leguide/recherche/str_MotCle/Consoles+chene+massif/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Pulverisateur+vito/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Velo+de+route/org/3/t/1/ ht m /sb/leguide/recherche/str_MotCle/Chauffage+bouteille+de+gaz/org/3/t/ 1/ htm /sb/leguide/recherche/str_MotCle/Vetement+cross/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/protection%20balcon/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Protection+balcon/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Velo+de+route/org/3/t/1/ ht m /sb/leguide/recherche/str_MotCle/Coussins+fourrure/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Chinois/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Bibliotheque+design/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Crepiere%2Ba%2Bgaz/s/1/ ht m /sb/leguide/recherche/str_MotCle/Crepiere+a+gaz/s/1/ htm /sb/leguide/recherche/str_MotCle/Lag+t100/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Serviette+table+papier/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Support+tv+orientable/org/3/t/1/ htm /sb/leguide/recherche/str_MotCle/Bibliotheque+design/org/3/t/1/50
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