1. Back on track
Key Learnings
October 2013

2. Summary Project ID card CTR growth leverages Main achievements
Next steps
Key learnings

3. Get a 70% average CTR on Q4 on Leguide.com
Project ID card
Owner
Objectives
Mohammed Bellamine
Leguide.com COO
Get a 70% average CTR on Q4 on Leguide.com
September
October
November
December
Objectives
65%
69%
73%
75%
Desktop
65,4%
Mobile
57,5%
Average
64,4%

4. Four growth leverages Product Traffic Content Techno
Analyse traffic quality (Google Shopping impacts)
Focus by traffic channel (SEO, SEM,
direct)
Focus on non-clicker
visitors
Optimise deduplication
rules
Refresh leguide.com design and improve user experience
Focus on IPAD CTR
Tackle no result pages
Tackle redirection issues (adblockers/antivirus)
Increase Leguide.com page
load time (tag management)
Increase CTR of OS, browsers and devices segments
Monitor and increase the global number of offers
Optimize product matching
Increase the relevancy for
Users (Search engine
optimisations and categorisation)

5. + 10 points of CTR on W8 segment Improvements on IE7 and IPAD
Main achievements
Technique
Increase CTR of OS, browsers and devices segments
Functional and performance tests using different Os, device and browsers
+ 10 points of CTR on W8 segment
Improvements on IE7 and IPAD
Tackle redirection issues
Functional and performance tests using different antivirus and adblockers softwares
+ 40k click-outs/month
Marketing
Refresh leguide.com design and improve user experience
New header and footer for Leguide.com desktop
New designs of results pages
Mosaic view
Deployed : +1 point
AB test : No gain
AB test :+ 6 CTR points
Traffic
Increase Leguide.com traffic
Allow visitors to go back on lg.com website directly from merchant site using the back button
AB test :+ 9 CTR points
Content
Increase the global number of offers
Contact client without feeds
Optimise the top search refresh period to avoid pages without offers
+480k Offers
15 hours (vs. 5 days)
Monitor the global number of offers
Implementation of an automatic daily alert system if daily variation is higher than +/-10%
Daily report

6. Next steps Technique Increase Leguide.com page load time
08/10/2013
Technique
Increase Leguide.com page load time
Implement tag management technology
Optimise the number of click to charge
Deactivation of the redirection page
Marketing
Increase IPAD CTR
Definition of a dedicated action plan to increase IPAD CTR
Tackle no result pages
Avoid 0 offers results pages
Traffic
Increase CTR of non-clicker visitors
Analysis in progress
Optimise SEM campaigns
Stream in progress
Optimise deduplication rules
Analysis and adaptation of deduplication rules in view to optimise the number of clicks to charge
Optimise traffic quality
Optimise traffic quality according to SERP ranking
Content
Increase the relevancy for users
Audit and improve Leguide.com categorisation
Product matching
Tackle bad product matching
Search engine optimisations
Optimise the search engine formula to improve relevancy
Increase the global number of offers
Optimisation of capping rules

7. Key learning : On 16/10/2013 Methodology: Results
Analyse the CTR by segments (OS, devices, browsersn non-clickers) to identify “pain points” to ensure a better targeting of the actions to take
Validate and increase reliability of tools to measure the CTR contribution of actions taken (Omniture)
Realise functional and performances tests to identify bugs and performance issues
Results
Most of actions which have (and/or had) positively contributed in CTR growth are technical actions
Increase the relevancy for users by optimising and increasing the site content (impact of Amazon during August)
Focus on customer needs and expectations: improve user experience with new designs and features