Case studies

TOTAL: Optimization of the online ordering process

XiTi supplies Total France
managers with key information that allow us to improve our offer "

Cédric Vigneau
E-Business Manager
TOTAL FRANCE

Project

Optimization of an online fuel ordering process
Issues
- Facilitate/automate contact between the fuel trader and the Internet user
- Increase online fuel orders
Solution
XiTi Analyzer II

Total France

Industries > Energies

E-business

2006 turnover: 153.8 billion euros

XiTi Solutions: XiTi Analyzer II



		«Search» Campaign Following a “Search” campaign launched on Google, Total observed that 60% of Internet users who clicked on the sponsored link had carried out a search for fuel on its site.

		Revelation of potential At the same time, conversion analyses on XiTi indicated that 40% of these searches led to a fuel order. Total quickly recognized the importance of optimizing this process.

		Process analysis Thanks to XiTi, a study into Internet user’s browsing habits was conducted. Conclusion: a media rupture in the process was revealed. Indeed, when the Internet user reached the fuel trader in his region, he was obliged to use his telephone to make a delivery appointment.

		Enhanced Services The study led to the setting up of a “click-to-call” system direct to traders. The conversion rate was doubled.

BUSINESS CHALLENGES

Improve the online fuel ordering service on the Total.fr site

Promote consistency of the different ordering steps by making up for a media rupture phenomenon in the process

Increase signifi cantly the conversion rate of fuel orders

Guarantee reliable and immediate information to Internet users

ACTIONS

The Total e-Business team has been using the XiTi solution for 3 years. The first analysis reports showed a high potential for online fuel orders. XiTi also turned out to be essential for conducting an in-depth analysis of Internet users’ browsing habits. This analysis drew attention to the boundaries of the ordering system (for more information, refer to the case study
below).

BENEFICES & results

Optimization of the ordering process through setting up a “click to call”
process

Conversion rate doubled for online fuel orders

Considerable improvement of the online service and customer satisfaction
guaranteed

Important strategic success for Total, which now includes e-Business as
part of a global marketing approach