Backelite provides services to optimize the performance of digital products across acquisition, happiness, adoption, engagement, retention, and task success. Their approach includes assessing performance, recommending improvement actions, and setting up dashboards to monitor key metrics over time. Services range from global, holistic reviews to modular tests and optimizations in specific areas like marketing, interfaces, or technical quality.

1. BOOST THE ROI OF YOUR
DIGITAL PRESENCE
7 rue de Bucarest 75008 Paris - +33 1 73 00 28 00 – florence.merrien@backelite.com - backelite.com

2. PERFORMANCE-RELATED CHALLENGES
Mobile use is growing rapidly
102 billion applications downloaded in
2013 (254 billion in 2017)
And extends as far as points of sale
33% of people visiting shops practice
showrooming
French mobile Internet users spend an
average of 1 hr 19 mins on their mobile
every day
84% of which is spent using applications
65% abandonment rate for applications
during the first 3 months
51% of users believe that the
content of the application does not
meet their expectations
31% state operational reasons
23% find the navigation experience
unsatisfactory
MOBILE - A GREAT POTENTIAL NEEDS FURTHER WORK...
The User eXperience at the heart of the issue of generating ROI from mobile devices

3. PERFORMANCE-RELATED CHALLENGES
Product Marketing
(positioning, content, functionalities,
CRM, etc.)
Interface
(ergonomics, design)
Quality of service (QofS)
The User eXperience
is the perception of the person using
a product, service or system in the
context of a human-machine
interaction.
And the memory they will have of
this. Brand preference
3 MAIN ORIENTATIONS

4. OUR APPROACH TO PERFORMANCE
Acquisition
ASO/SEO
Audience reports
Chargeable levers
Word of mouth
Press
Notes and comments
Happiness Adoption
Engagement Retention
Task success
User eXperience

5. OUR APPROACH TO PERFORMANCE
Acquisition
ASO/SEO
Audience reports
Chargeable levers
Word of mouth
Press
Notes and comments
Happiness Adoption
Engagement Retention
Task success
User eXperience
Marketing Quality of ServiceInterface

6. OUR APPROACH TO PERFORMANCE
Backelite offers 3 types of support to optimize your
performance
1. A global approach to support you in assessing your Performance
process and continuously improving your results
» A multi-domain process or a process focused on a specific theme:
marketing, interface or quality of service
2. A modular approach to support you in specific areas for improving
the performance of your devices
3. The setting up of automated multi-source dashboards and
measurement tools

7. OUR APPROACH TO PERFORMANCE
GLOBAL APPROACH
Multi-domain or themed approach (marketing, interface, technical performance)
1. Qualitative and quantitative
objectives (KPIs) for the device
2. Levers for action on
Performance
3. Monitoring tools and methods
(recurring audits, reports,
tools, dashboards)
REPORTS & ANALYSIS
RECOMMENDATIONS & ACTION PLAN
PERFORMANCE PLAN (annual)
ASSESSMENT CONTINUOUS IMPROVEMENT
Acquisition
Happiness Adoption
Engagement Retention
Task success
RECURRING AUDITS (quart./ half-yearly)

8. OUR APPROACH TO PERFORMANCE
GLOBAL APPROACH - FOCUS ON RECURRING AUDITS
• Analysis of the performance of the device based on the
following orientations: Acquisition, Happiness, Adoption,
Engagement, Retention and Task Success
• Comparison of the results with the previously defined
objectives and the observed averages
• Prioritized improvement action plans and recommendations for
the different orientations, in particular any which are under-
performing
• Monitoring of the effectiveness of the actions put in place
Continuous performance improvement through recurring audits
web & store analytics
notes & comments
(stores)
push notifications
etc.
quality of service
app store optimization
Marketing QofSInterface

9. OUR APPROACH TO PERFORMANCE
MODULAR APPROACH
9
Before/after update
• Comparison of notes and comments in stores before and after
an online launch
• Proposal for immediate improvement or corrective action
Audit of the monitoring
methods
• Listing of the monitoring
requirements
• Audit of the means put in
place (tools, tagging plan,
etc.)
• Recommendations for
improvements and setting
up of ad hoc tools
Audit of technical
performance
• Identification of the
problem
• Recommendation and
support in setting up
investigative tools
• Data analysis &
recommendations
Conversion tunnel audit
• Comparison of the results
with the trends observed
• Analysis of the customer loss
points
• Process improvement
recommendations
Analysis of e-reputation
• Analysis of the device’s
reputation on social networks
and in stores

10. OUR APPROACH TO PERFORMANCE
MODULAR APPROACH
10
Surveys
• Setting up of automated
survey modules within your
application or
website/mobile website
• Analysis of the results and
recommendations
AB-Testing
• Setting up of AB-Testing
campaigns for the key paths
of your website or
application
• Analysis of the results of the
different paths
• Assistance with selecting the
most effective path
User tests
• Organization of user tests
of your devices before or
after their online launch
• Analysis of the results and
improvement
recommendations
Proof of concept
• Test of the relevance and/or feasibility of a
functional, ergonomic or technical offer
Available solution/tool
Accelerator
• Acceleration module for the performance of
your website or mobile website

11. OUR APPROACH TO PERFORMANCE
MODULAR APPROACH
11
Strategy and
acquisition/loyalty plan
• Identification of the objectives
• Audit of the user database and
the means put in place
• Mapping of the levers to be put
in place & estimation of the
associated ROI
• Assessment of the monitoring
means and method
App store Optimization
• Assistance in defining the
category, text and SEO
keywords in accordance with
the best ranking potential
• Support in setting up
continuous measurement
and optimization tools
Management of the device's e-reputation
• Assistance in setting up the effective management of your device's e-reputation and the social networks
• Support in setting up measurement methods
• Support in the continuous optimization of your device's e-reputation
Contact plan
• Identification of the types of
message to be sent to users
according to segmentation
and the client lifecycle
• Support in setting up
continuous measurement
and optimization tools

12. OUR APPROACH TO PERFORMANCE
MONITORING TOOLS AND DASHBOARDS
MONITORING TOOLS
12
User path
Downloads
& classification
Conversion tunnel
• Specific tools that complement
your analytics according to your
monitoring requirements

13. OUR APPROACH TO PERFORMANCE
MONITORING TOOLS AND DASHBOARDS
13
• A consolidated and automated vision
of your main multi-source indicators
• The possibility of consulting the
dashboard from anywhere and on any
medium (desktop, tablet, mobile)
TAILOR-MADE DASHBOARD

14. 14BACKELITE PERFORMANCE
APPROACH TO TARIFFS

15. MULTI-DOMAIN GLOBAL APPROACH
PRICING PRINCIPLES
15
PERFORMANCE
PLAN
RECURRING
AUDITS
ADDITIONAL
OPTIONS
• Initial implementation: from €9k
• Annual update: from €5k
• Quarterly audit: from €7k/quarter
• Half-yearly audit: from €8k/half-year
• Monthly reporting "lite": from €2k/month
• Half-yearly benchmark: €4k/half-year (5 devices studied)
• Monthly reporting "lite": from €1.5k/month
• Quarterly benchmark: €4k/quarter (5 devices studied)
IN ADDITION TO THE QUARTERLY AUDIT
IN ADDITION TO THE HALF-YEARLY AUDIT

16. MODULAR APPROACH
PRICING PRINCIPLES
16
Before/after update
Audit of the monitoring methods Audit of technical
performances
Conversion tunnel audit
Analysis of e-reputation
Surveys
AB-Testing
User tests Proof of concept
Accelerator
From €10k From €10k From €12k
From €5k From €6k From €6k
From €5k From € 8k From €10k
From €10k
Strategy and
acquisition/loyalty plan
App store Optimization Management of the e-reputation
Contact plan
From €11k From €11k
From € 7kFrom €10k

17. 17BACKELITE PERFORMANCE
ORIENTATIONS FOR PERFORMANCE WORK
FOCUS
Acquisition
Happiness Adoption
Engagement Retention
Task success

18. ORIENTATIONS FOR PERFORMANCE WORK
DEFINITIONS
• Acquisition:
• Happiness:
• Adoption:
• Engagement:
• Retention:
• Task success:
Acquisition
Happiness Adoption
Engagement Retention
Task success

19. ORIENTATIONS FOR PERFORMANCE WORK
ACQUISITION
• Create and maintain a targeted user
database (SEO, ASO, audience reports from
other channels, mailings on the user
database, chargeable levers, etc.)
• Build the reputation of the devices (social
networks, stores, etc.)
• Performance Plan: assessment of the acquisition
strategy (objectives, levers, measurement, etc.)
• Recurring audits: measurement and continuous
improvement (test and learn)
SUPPORT OFFERED:CENTRAL
ORIENTATIONS
• Creation and monitoring of the Acquisition Plan
• Initial creation and optimization of the Store
presence strategy (ASO)
• Recommendations for the optimization of the
mobile SEO and Responsive Web Design
• Creation of the Social Network Strategy...
ADDITIONAL OPTIONS
Discovery of apps by users:
74% through research in stores (ASO,
notes and comments)
43% by word of mouth
(recommendations)
27% via the list of most downloaded
applications
A

20. ORIENTATIONS FOR PERFORMANCE WORK
HAPPINESS & ADOPTION
• Have a clear and targeted relational
promise (use, users)
• Create a device and an interface that are
best in class and meet user expectations
• Have a good level of perceived quality
(loading time, crashes, malfunctions,
optimized error and loading messages, etc.)
• Performance Plan: definition of the objectives,
targets and key client paths
• Recurring audits: monitoring the use of the
functionalities (analytics) so they can be
maintained, adapted or deleted - monitoring
technical performance so it can be improved when
necessary - monitoring and analysis of notes and
comments in stores
SUPPORT OFFERED:
CENTRAL
ORIENTATIONS
H/A
• Carry out User Tests and Surveys to
prioritize/review the functionalities
• Carry out AB-Testing on the key stages of the path
to optimize the transformation
• Third Party Application Maintenance of devices
• Performance of QofS Audits on devices, etc.
ADDITIONAL OPTIONS

21. ORIENTATIONS FOR PERFORMANCE WORK
RETENTION AND ENGAGEMENT
• Adapt the interface and the push
information to the user and to the context
(e.g. pre-completion of fields, customized
point of sales information, localized
information)
• Include the most most faithful users and
the opinion-leaders in the success of the
project (surveys, user tests, etc.)
• Ensure continued technical performance
(loading time, etc.) during updates
• Performance Plan: assessment of the retention &
engagement strategy (objectives, levers,
measurement, etc.)
• Recurring audits: analysis of the retention and
engagement level within the device and on social
networks and improvement plan
SUPPORT OFFERED
67.9% of users expect a fluid, rapid
application during its operation
CENTRAL
ORIENTATIONS
R/E
• Creation of the CRM Contact Plan for the devices
(pushes, emails)
• Integration of Survey modules into mobile devices
• Carry out Surveys and User tests
• Carry out QofS performance audits on devices, etc.
ADDITIONAL OPTIONS

22. ORIENTATIONS FOR PERFORMANCE WORK
TASK SUCCESS
• Identify the challenges of the device and
the key stages and functionalities of the
path
• Monitor them closely and optimize them
continuously (AB testing, surveys, etc.)
• Have a good QofS level (loading time,
crashes, malfunctions, perceived quality)
• Performance Plan: definition of the key stages of
the path, the measurement indicators and the
associated quantitative objectives
• Recurring audits: monitoring and optimization of
the performance of these key paths
SUPPORT OFFERED
1 second loading time = 7% decrease in
turnover
CENTRAL
ORIENTATIONS
• Carry out AB-Testing on the key stages of the path
to optimize the transformation
• Carry out QofS performance audits on your devices
• Conversion tunnel audit
• Load increase tests...
ADDITIONAL OPTIONS
T

23. Thank you!
Any questions?

24. CONTACT US
Florence Merrien
Performance Offer Manager
florence.merrien@backelite.com
Tel +33 1 73 00 28 00
Mob +33 6 42 23 48 19
Ld +33 1 73 00 28 33
Fax +33 1 73 76 87 20
www.backelite.com