1. 1
1
Gabriel
Goldberg
Seme$s

2. The
Golden
Rules
of
a
Successful
Web
Project
B-­‐Europe.com
Case
Study
2

3. AGENDA
1. NMBS
Europe
2. What
we
(want
to)
achieve
?
3. How
we
achieve
it
?
 6
Golden
rules
of
success
3

4. B-­‐Europe
new
website
since
launch
in
May-­‐10
4
From
May
to
August
(a
picture
of
metrics
to
illustrate
evoluMon/success):
+60%
Visits
+55%
Pageviews
+183%
TransacMons
+153%
Revenue
+77%
Conversion
rate

5. What
Do
We
Want
to
Achieve
?
5
Traffic
Sources
Revenue
Website
&
Funnel
Paid
traffic
Organic
traffic
Direct
traffic
Referrals
Affiliates
Measure
Analyze
OpMmize
Sales
$
$$$

6. How
We
Achieve
it
?
1. Define
the
objec$ves
2. Define
clear
roles
3. Establish
strong
processes
4. Value
the
results
of
the
analysis
5. Apply
change
management
6. Assess
the
ac$ons
6
The
6
Golden
Rules:

7. How
We
Achieve
it
?
1. Define
the
objec$ves
2. Define
clear
roles
3. Establish
strong
processes
4. Value
the
results
of
the
analysis
5. Apply
change
management
6. Assess
the
ac$ons
7
The
6
Golden
Rules:

8. 1.
Define
the
objec$ves
What
are
the
objec$ves
of
b-­‐europe.com
?
8
Monetary
Objec$ves
Non-­‐Monetary
Objec$ves
•
Special
Products:
inter-­‐rail
bookings,
special
offers
•
Special
request
sent
by
email
•
Behaviour/events:
clicks
on
earlier/later
trains,
etc.
•
Partner
Performance:
revenue
&
leads
&
•
TransacMons
•
Revenue
•
Net
margin
•
Cost
per
AcquisiMon

9. 1.
Define
the
objec$ves
What
are
the
objec$ves
of
b-­‐europe.com
?
9
•
Compare
the
metrics
of
the
new
website
with
the
old
website
•
Provide
goal
values
for
non-­‐monetary
goals
to
evaluate
your
ROI
•
Monetary
goals
vs.
non-­‐monetary
micro-­‐conversion
goals
Examples

10. How
We
Achieve
it
?
1. Define
the
objec$ves
2. Define
clear
roles
3. Establish
strong
processes
4. Value
the
results
of
the
analysis
5. Apply
change
management
6. Assess
the
ac$ons
10
The
6
Golden
Rules:

11. 2.
Define
clear
roles
Who
Does
What
?
11
•
Srategy
-­‐
Leadership
•
Clear
objecVves
–
focused
•
CoordinaVon
(technical
&
operaVonal)
•
Rapid
enactment
of
opVmizaVons
•
Good
technical
implementaVon
•
Allocate
contact
persons
per
topic
•
Understand
NMBS
Europe
needs
•
Daily
implicaVons
•
Scheduled
and
Ad-­‐hoc
analysis
•
RecommendaVons/advice
•
Frequent
reporVng
•
24/7
help
centre
and
support

12. 2.
Define
clear
roles
Work
efficiently
with
a
limited
set
of
partners
?
12
•
ExperVse
•
Out-­‐of-­‐the-­‐box
thinking/value-­‐add
•
NegoVaVon
power
•
Propriety
technology
•
Time
to
market
efficiency
•
High
cost
and
risk
of
internalizaVon
•
Web
development
•
Online
media
(bannering)
•
Search
markeVng
•
Web
analyVcs
consultancy
•
AffiliaVon
markeVng
•
Market
research
Why
work
with
partners? Areas
of
exper$se/partner
Poten$al
internalisa$ons
•
E-­‐mail
markeVng
•
Customer
&
operaVonal
support
•
ReputaVon
management/social
media
•
CopywriVng
&
content
management
•
Strategy

13. How
We
Achieve
it
?
1. Define
the
objec$ves
2. Define
clear
roles
3. Establish
strong
processes
4. Value
the
results
of
the
analysis
5. Apply
change
management
6. Assess
the
ac$ons
13
The
6
Golden
Rules:

14. 3.
Establish
strong
processes
14
Set
expanded
processes
to
cover
short-­‐term
to
long-­‐term
objecVves
PUNCTUAL
SHORT-­‐
TERM
MEDIUM
&
LONG-­‐
TERM
Ad-­‐hoc
analyses
for
decision
making
&
Crisis
management
AutomaMc
daily
reporMng
&
Customized
weekly
reporMng
Customized
monthly
reporMng
&
Monthly
“OpMmisaMe
Café”
Process
-­‐>
Analysis
-­‐>
Implementa$on
-­‐>
Follow-­‐up

15. 3.
Establish
strong
processes
15
Examples
•
Call
Center
Management
•
Iden.fy
specific
errors
on
Arrival-­‐Departure
requests
•
Use
of
the
funnel
as
a
planner
•
Behaviour
on
the
website
•
Trends
&
Seasonality
in
Arrival-­‐Des.na.ons
request
•
Campaign/Products/Partners
performances
•
…
PUNCTUAL
 ReacMve
answers
to
punctual
quesMons
SHORT-­‐TERM
 Customized
&
automaMzed
reporMng
&
interpretaMon
MEDIUM
&
LONG-­‐TERM
 Scheduled
dedicated
sessions
•
Daily
&
weekly
repor.ng
•
Include
performance
metrics
per
source
of
traffic,
funnel
performances,
etc.

16. How
We
Achieve
it
?
1. Define
the
objec$ves
2. Define
clear
roles
3. Establish
strong
processes
4. Value
the
results
of
the
analysis
5. Apply
change
management
6. Assess
the
ac$ons
16
The
6
Golden
Rules:

17. 4.
Value
results
of
the
analysis
17
PUNCTUAL SHORT-­‐TERM
MEDIUM
&
LONG-­‐
TERM
•
Immediate
reacMon
and
changes
on
the
website
Value

OpVmized
internal
process

Stronger
control

Facilitated
decision
making

Increased
conversion
rate

Befer
customer
service
•
Highlight
trends
and
seasonality
•
Measure
campaigns
&
external
impacts
•
Set
&
Adjust
planificaMon
•
Long-­‐term
and
conMnuous
improvements
on
the
website
•
Adjust
strategy

18. 4.
Value
results
of
the
analysis
18
Examples

Assess
the
added
value
of
the
affiliates
and
other
partners
•
quality
of
traffic
•
conversions

Expand
partnerships

Allocate
budgets
wisely

Deliver
the
right
content
at
the
right
place

OpVmize
conVnuously

Improve
reporVng

19. How
We
Achieve
it
?
1. Define
the
objec$ves
2. Define
clear
roles
3. Establish
strong
processes
4. Value
the
results
of
the
analysis
5. Apply
change
management
6. Assess
the
ac$ons
19
The
6
Golden
Rules:

20. 5.
Apply
change
management
20
Measure
React
quickly Test,
test,
test…
Incremental
OpMmizaMon

21. How
We
Achieve
it
?
1. Define
the
objec$ves
2. Define
clear
roles
3. Establish
strong
processes
4. Value
the
results
of
the
analysis
5. Apply
change
management
6. Assess
the
ac$ons
21
The
6
Golden
Rules:

22. 6.
Assess
the
ac$ons
22
Measure
React
quickly
Test,
test,
test…
Incremental
OpMmizaMon
New
partners
MarkeMng
investments

23. 23
Conclusion
The
6
Golden
Rules:

24. What
Do
We
Want
to
Achieve
?
24
Traffic
Sources
Revenue
Website
&
Funnel
Paid
traffic
Organic
traffic
Direct
traffic
Referrals
Affiliates
Measure
Analyze
OpMmize
Sales
$
$$$

25. 25
401
www.travel2010.be
georganiseerd
door