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 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

4 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

5 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

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