1 Topic 1 «Cultural challenges, Branding and E-business: how to optimize your e-commerce website in China?» Case study (Decathlon), user behavior, best practices, how to increase conversion rate... Ludovic CORDEIRO International Project digital Image Manager Jonathan CHERKI CEO
2 Who are we? 2 Prestigious Awards + Venture Out NY Winner Technology Innovation Company AFDEL Winner Startup of year Winner of Springboard Senate in 2011 & Winner of the Innovation Award 2011 of the General Council + Winner of the E-Marketing Awards Winner OSEO Innovation 2009 Among famous investor Eric Bousteller CEO Microsoft Europe François Bourdoncle CEO Dassault Systemes Patrick Bertrand COO Cegid
3 Some customers 3
4 Decathlon and Content Square: The Issue 4 The development of the online store abroad requires great human and financial investment. But in every 100 internet users who click on our website, 99 will leave without buying anything. How can the needs and online habits of Chinese internet users be analyzed in order to increase the performance of an E-Commerce Website?
5 Websites and user experience have changed 5 What are the solutions for increasing the conversion of our E-commerce Websites and optimising user experience in China? Duplicate your website in an other language is not enough! A french internet user doesn t think and doesn t act as a Chinese one! Standard path FR Standard path CHINA Fictive data
6 Websites and user experience have changed 6 Prayer Translation Take risks and follow your intuition Is there a real solution to the equation: faster / less risky / more effective in increasing our conversion?
7 Activity and objectives 7 BIG DATA - QUALITATIVE TESTS - QUANTITIVE TESTS - PERSONALIZATION TESTS NAVIGATION DATA Understand the user experience to increase conversion PERCEPTION DATA COMPARISON DATA PERFORMANCE DATA Increase in conversion rate from 30 to 100% Decrease of 20% in bounce rate Multiplication in time spent on websites by 1,2 to 2* *for the Branding and Corporate Websites
8 Activity and goals 8 Users feedback Brand perception Mouse movements QUANTITATIVE ANALYSIS OF HUMAN BIG DATA TO UNDERSTAND USER EXPERIENCE Surfing behavior Visibility Interaction Organization Ergonomics Elements of reinsurance Purchase factors
9 How optimize the performance of Chinese E-Commerce Website? 9
10 DECATHLON The decathlon.fr website 10 Decathlon : French company that stocks sports items Located in 18 countries, 80 shops in China employees 7 billions euros in 2012 Our goals : Improve the 'add to cart' rate in Chinese website Understand the expectations of Chinese internet users Adapt the site's ergonomy to Chinese surfing habits Take care of Branding It is necessary to know what and how to optimize our website in China
11 DECATHLON Context 11 The ''Analytics'' tools give the pages' performance values: pages views, bounce rate, etc. Yes but how does an Internet user browse the pages? To increase conversion, it is necessary to know : what the user sees / where he spends his time his actions / reactions / hesitations what pushes him or prevents him from adding to cart and understand his needs and his difficulties
12 Browsing Test Product Page 12
13 Browsing Test High Technology : User Screen Tracking 13 'User Experience Analyzer' allowed the establishment of reliable KPIs of the ergonomy of the product page Specifically, we 'filmed' over successful and fruitful navigation sessions Each user's surf video
14 Confidentiel, Confidential, ne do pas not divulguer disclose - Content Square Browsing test NON-ADDER Typical path 14 ADDER Goal Out ANALYSIS Behaviour type: The Exit visitor arrives on the page, scans over 50% of its length and leaves the page. VS 3 2 ANALYSIS Behaviour type: The visitor arrives on the page, scans over 50% of its length, dwells on the body of the page, spends the rest of the time interacting with the principal visual and finishes by transforming.
15 Browsing test Key heatmaps 15 Exposure Map Time Map Hover Map Business Click Map Min Max
16 Browsing test Many clicks on the colour choice thumbnails 16 Through concern for coherence of data, data from a single product page, the most viewed page, is analyzed. Distribution of Business clicks within the area X% X% X% X% X% X% X% X% X% ANALYSIS The product personalization box is principally used, in the case of 'clothing' products, to select the color of the product with the help of the thumbnails X% X% X% X%
17 Browsing test Performance compared with reinsurance elements 17 «Withdrawal within 30 days» «2-year guarantee» «Product Returns» «Movement conception» «Cost-effectiveness» «80 shops» + efficient + clicked Generate transactions on the website > > Cross canal issues
18 Browsing test Specific behaviour of Chinese internet users 18 VS A higher scroll rate : most of the visitors scroll down to the bottom of the page More time spent on the product description : the average display time on the description area is three times as long as the European s A more significant amount of information : The volume of product visuals and the size of product description is one average 2x bigger
20 Browsing test Product thumbnails / benchmark 20 Hover On 360buy.com, the thumbnails are situated underneath the product visual, horizontally, and the scroll arrows between the thumbnails are highlighted with the use of a clickable button.
21 Browsing test Elements of cross-selling / Benchmark 21 On the most effective product pages of e-commerce sites in China, the cross-selling block is apparent directly when you arrive on the product page. Chinese e-commerce site n 1: tmall.com amazon.cn
22 Customer opinion Results 22
23 A/B Testing Before launch 23 % To minimize the risk: start an A / B Testing on a small percentage Maximize the conversion rate through the analysis of user behavior Goal : Create an optimal version
24 Performance test Demo 24 DEMONSTRATION
25 Tests de performance A/B Testing : comparative test of different scenarios of a same page 25 Analysis of the actual behavior of users on the tested versions Measuring the effectiveness of scenarios based on key indicators : Dynamically create different page scenarios in a few clicks Test them live and distribute your real internet users among the different scenarios Compare and select the scenario which optimize browsing and your ROI 60% on the initial version Your real users 20% on version 1 20% on version 2
26 Performance test Resolution test 26 Tests of different resolutions on every devices Loading test Browser test
27 Performance test A/B/C Testing launching 27 Criteria observed in real time : Page views & Time spent before conversion Conversion rate step by step / New & Returning visitors / Traffic sources / Device Conversion rate / Customers / New customers / First time buyer / Returning buyer Bounce rate / Scrolling rate / User experience analyzer
28 Good practices regarding product page in China 28
29 Good practices Good practices regarding product page in China Adapt browsing capabilities to Chinese internet users - Vertical side bar - Very long product page - anchor system/elements fixed when scrolling Do not hesitate to include the product visuals in the body of the page Move/add the cross-selling block into an area of high-exposure Place the product thumbnails beneath the visual to ensure they are visible all the time Opt for a zoom system within the principal product visual Keep the CTA validation stage above the fold height 7 Display the sharing elements beneath the principal product visual
30 The end 30 Thank you for your attention Do you have questions?
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