- Performance management
- Digital Transformation
- Data Governance
- Big Data
- Our Clients
In June 2011, France had over 90,000 retail websites, that is, more than 20,000 new websites in one year alone! So, how is it possible to stay ahead when there are so many rival websites? By capturing the attention of the web surfer, making the sale, and then securing their loyalty - this is the threefold objective of any internet window. What is more, the website has to be different right from the home page!
In 2010, France ranked 2nd among European countries in terms of on-line sales (31 billion euro) and their development (up 24%). This sustained growth over the years is testimony to an increasing interest in NICT1 and the continuing inroads of the web channel in everyday practices.
At the end of the first quarter 2011, there were around 38.6 million web surfers in France, including 28 million on-line purchasers2. So, how can you attract more web surfers to your website? “The technical platform is important but content and form also contribute to the success of the website,” according to Hortense Rufenacht, Associate Manager of Wide, Micropole group’s digital communication subsidiary. “The aim is to capture the attention of web surfers, appeal to them, convince them and lead them to make a purchase. This is known as the subscription tunnel.” Once web surfers have become clients they move to the “building loyalty” phase during which they will become regular purchasers as a result of marketing initiatives. These are the three key stages in the business / client relationship cycle.
User experience on their first visit is paramount. You only have 3/10ths of a second to win them over. Indeed, more than 70% of web surfers exit a website when they cannot find the information that they are seeking straightaway: on average, almost half spend less than one minute per page. “Rapid location of the information sought by the web surfer is a priority for capturing their attention and securing their loyalty,” explains Jérôme Malzac, e-Business Manager at Micropole. “There is no real boundary between contractualisation and securing loyalty. The methods and tools, as well as the business and graphics language, differ according to the target: general public or BtoB.” With BtoB, the audience is already categorized – with simpler needs to be targeted; with BtoC, the possibilities are much wider. Search tools are vital and you must adapt your contents and the tools proposed to the targeted audience.
“It all depends on the goals of the website. They may involve image, winning clients or business requirements,” explains Hortense Rufenacht. “A lot of ergonomic, editorial and technical work has to be carried out in order to come up with information which is fluid, immediate and can be easily indexed by search engines. This allows more web surfers to be reached and the business referencing to be consolidated. The FranFinance website is a perfect example of this.”
“Building customer loyalty involves the really “value added” services, which make us stand out from the competition,” according to Jérôme Malzac. Promotions, free services, and additional information combined with push marketing initiatives (predictive segmentation tools according to purchases already made and viewed pages) form the cornerstones of a good marketing policy.
“The keys to success lie in the combination of two elements, technical and marketing,” confirms Hortense Rufenacht:
1. New Information Communication Technologies
2. Source: Observatoire des Usages Internet (Internet Usage Watchdog)
April-June 2011 – Copyright Médiamétrie – All rights reserved