CEM & CRO Chapter written with
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Conference
Analysis of the CEM & Conversion Rate Optimization Ecosystem 9:35 AM - 10:15 AM
GREGORY AMAR CRO LineUP7
CAMILLE DE VAULCHIER Program Owner Personalization OUI.sncf
ANAĂ?S SCHUMM Web product manager Pierre & Vacances Center Parcs
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Your SPEAKERS
Grégory AMAR Partner & Managing CRO Director
Anaïs SCHUMM Web Product Manager PV
LINEUP 7
PIERRE & VACANCES CENTER PARCS GROUP
Camille DE VAULCHIER Program Owner Personnalisation (Marketing Strategy) OUI.SNCF
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Preamble "59% of companies who give priority to investment when dealing with Customer Experience can notice a faster turnover increase." The Economist Intelligence Unit
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CEM Definition, Process & Benchmark
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CEM Definition The Customer Experience Management (CEM) is a marketing approach that consists in favoring listening and analyzing consumer needs and expectations, in order to deliver a smooth and individualized experience.
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CEM |
To sum up
STAKES -
Exclude all kinds of subjectivity about finding news axis for improvement
GOALS -
Analyzing user journey Page content consumption Quantitative & qualitative data Identifying problems and other blocking points Defining areas of reflection to enhance user journey & experience
MEANS -
WebAnalytics audit Behaviour Analysis: Click / Scroll / Consumption Maps / Session recording / Polls / user Testing, etc.
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CEM |
Benefits
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Be customer centric, for real =)
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Back every actions with Data (Analytics & Behaviour)
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Spot and focus easily on your pain points
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Measure before / after every actions
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CEM |
Our tool benchmark
Digital experience optimization platform
Conversion optimization platform
Feedback collection plateform
Feedback analysis plateform
User journey analysis
Session recordings
Heatmaps
Session recordings
Page comparator and analysis
Heatmaps & Heat zones
Session recordings
Dynamic Heatmaps
Benchmark & reporting
User feedbacks
Funnel plugins
Chat
Objective and segment definition
Net Promoter Score tool
Form mapping
Funnel plugins & Forms
User Feedback
User feedbacks
Advanced session recordings
➜ Complete and powerful tool ➜ Various indicators (profitability, performances, segments, user journey analysis)
➜ One single tool to run AB tests and analysis
➜ Adapted for more simple analysis ➜ Feedback tools
➜ Adapted for simple and intermediary analysis
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CEM |
Expert advice
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Hotjar & Lucky orange : First macro view Focus on quickwin implementation
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A/B Tasty: CEM + CRO ecosystem, fully packaged
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ContentSquare: Fully efficient analysis tool with “on the fly” visitors segmentation and KPIs measurement / comparison. ➜ Depending
on your “maturity” on CEM, Hotjar might be a
good starting point while Content Square should be your goal (with the right team setup -- or external help ;-) )
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CRO Definition, Process & Benchmark
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CRO Definition CRO (Conversion Rate Optimization) is an approach that consists in optimizing the performance and user experience of a website or a mobile application on a regular basis.
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CRO |
Sumary
STAKES -
Optimize the performances of your digital devices
GOALS -
The CRO process draws upon CEM Develop main KPIs: conversion rate, cost estimates, newsletter registrations, drive to store, average basket value... Improve and personalize user experience between your different audiences
MEANS -
Digital marketing methods and tools such as A/B testing or split testing, multivariate tests, personalization, ergonomic design
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CRO |
Benefits
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Improve business performances
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Improve user experience
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Create great experiences for all of your specific audiences
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Test innovations
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Get to know clients better
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CRO |
Our Tool benchmark
Conversion optimisation platform
Predictive personalization platform
Personalization and test platform
Omnicanal personalization platform
All kinds of tests
Predictive targeting
All kinds of tests
All kinds of tests
Marketing Animation
All kinds of tests
Personalization
Personalization
Personalization
Personalization, including emailing
Reportings: Analytics linking
Adobe ecosystem integration
Full Stack A/B Testing
Google ecosystem integration
Integrated User Insights tool (CEM)
➜ One of the market leaders ➜ Complete tool ➜ Reactive Chat Support
➜ Equivalent functionalities as AB Tasty ➜ Predictive targeting (AI scoring)
➜ Google ecosystem
➜ Fully integrated into Adobe Ecosystem (Analyics / Campaign / etc.)
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CRO |
Expert advice
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Analyze your visitors behaviours as often as possible
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Make use of CEM tool to setup a smart & efficient roadmap
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Start with Quickwins
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Aim towards Big Wins
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Test everything, from the smallest enhancement to new version of your website.
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Don’t be afraid to ask for help from experts =)
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LET’S TALK! Round-table Anaïs SCHUMM v
Grégory AMAR
Camille DE VAULCHIER
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THANK YOU! Grégory AMAR Anaïs SCHUMM Partner & Web Product Manager Managing CRO Director PV gregory.amar@lineup7.f anais.schumm@groupepvc r p.com
Camille DE VAULCHIER Program Owner Personnalisation (Marketing Strategy) CdeVaulchier@oui.sncf
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