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Dissertation
Optimisation du taux de conversion du site e-commerce via la relance par e-mail des paniers abandonnés
Authors: --- --- --- ---
Year: 2016 Publisher: Liège Université de Liège (ULiège)

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Abstract

In November 2014, the company Planet Parfum decided to rise up to the challenge of the digital shift by launching its own e-commerce platform. However, keeping a firm grip on the Web evolutions remains a real challenge, reflected by the gap between the new customers' expectations and businesses that have trouble providing the right solution. 
Nowadays as the conversion rate only reaches 2%, Planet Parfum would like to convert more visitors into customers on its e-shop. In order to reach this goal, we focused our « thesis » on an e-mail retargeting strategy, and more specifically on the process of sending e-mail to recover abandoned shopping carts. Indeed, on average 80% of the visitors do not complete their checkout process and are regrettably not retargeted. There is clear evidence that this undoubtedly high statistic is unfortunate and harmful for the turnover of an online store such as the one of Planet Parfum.
After an in-depth theoretical documentation, we observed and studied the shopping cart abandonment e-mail campaigns of various e-commerce platforms, to ultimately create and implement our own strategy. Finally we conducted a test on the timing to send out the e-mail. The results confirmed that the adage « we need to strike while the iron is hot » applies to our retargeting application. Nevertheless, we recommend the company to experiment, through several A/B tests, all the mailing components likely to encourage the cart abandoners to complete their purchase, in order to find the best e-mail recovery campaign for it. 
In conclusion, the abandoned cart e-mail strategy and its level of sophistication are the key assets for a succeeded customer experience and a strategic vector for the turnover increase. In order to achieve this goal, there is nothing better than testing, accustoming and optimizing any e-mail components.


Dissertation
Mise en place d'une stratégie B2B de marketing digital au sein d'une entreprise active dans le secteur de l'e-santé - Le cas d'Andaman7
Authors: --- --- --- ---
Year: 2018 Publisher: Liège Université de Liège (ULiège)

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Abstract

The health sector is undergoing an incredible transformation due to the growing and ageing population. Public and private health systems are facing pressure and declining profit margins. eHealth and mHealth appear as solutions to improve care and to facilitate treatments thanks to new technologies and mobile technologies.
This project-thesis takes place within the start-up named Andaman7. On one hand, the company has created a mobile application for patients. They can have access to their electronical health record whenever they want. On the other hand, it offers a platform for health care professionals, such as hospitals and pharmaceutical companies. The latter can collect anonymised medical data from patients to improve care and clinical trials.
This work proposes a digital marketing strategy intended for the Business to Business (B2B) market.
There are different obstacles. The professional market is complex with a multitude of people involved in the buying process. Legal constraints are important in the health sector and have a great impact on marketing campaigns too.
The health market is analysed, and different solutions are considered to communicate at best with the potential targets.
Nowadays, the customer journey almost systematically begins online. Therefore, a digital strategy is essential. Outbound marketing and inbound marketing are two main strategies in the marketing field. This second technique is based on the consent of the internet user. It respects laws, regulations and privacy.
Inbound marketing gives better results than push advertising in identifying prospects and leads. The “strategy of the Sherpa” explains how to appeal to internet user in order to transform them into a client or an ambassador. The content is the key and “baits” are a good solution to tempt people.
Inbound marketing is the future, in which people ask to be informed and are not bombarded with unwanted adverts.

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