Leboncoin: His Boss Tells Us What Changes

Managing Director of Leboncoin, and of the French branch of its parent company, Schibsted, Antoine Jouteau details the innovation and strategy of the classified ad site, which is celebrating its 10th anniversary.

What did you change about Leboncoin?

For the past year, we have been making a major shift to ensure that users have the same experience on all screens. The first visible development is the adoption of the responsive design, which we have been testing since September 2015 on 3% of visitors. We have to adapt to customs. Today, 55% of visitors use their mobile phones and we believe that by the end of 2016, 66% will be using them. But not all pages will be concerned, such as the ad deposit or the account, because it is more complex in terms of navigation.

We took the opportunity to relook the logo, which no longer contains the “.fr” because it did not correspond to the mobile. We want it to be warmer and better suited to the booming employment category. At the same time, our application is strongly evolving with the appearance of geolocation, which is our second major development axis. Being able to search for ads within a given radius has been the main demand of users for the past two years.

Antoine Jouteau replaced Olivier Aizac (the founder) at the head of Leboncoin in early 2015 – Crédit : Leboncoin.

To take advantage of this, they will have to specify the address of the property – which we will encourage them to do. On Leboncoin, 80% of physical transactions to date are carried out within a radius of 200 km – except for rare objects and real estate We will also offer an in-application messaging system and a platform for large recruiters. Latest innovation: a hyper-local advertising agency for small advertisers, such as VSE/SMEs.

Why did Leboncoin seem so old-fashioned?

Design was not a priority. People expect efficiency, pragmatism. So now that we’re redoing the website, we might as well give it more pizzazz (the typical yellow of the site was adapted to old screens, editor’s note).

Are you going to offer navigation to the Tinder?

We’ve got a prototype of a Tinder navigation system. It looks interesting on a mobile phone Afterwards, the difficulty, once you have “swiped“, is that you can’t find the ad anymore. But people like to go back to an ad, go back to the site. This requires adaptation. We’re prototyping it now.

What are the key figures after 10 years?

We have a total of 23 million unique visitors per month (Médiamétrie), up 10% in 2015 thanks to mobile, which concentrates all acquisitions of unique visitors – these are the same type of visitors, who have the same average basket as on desktop. 179.7 million in 2015, compared with 150.7 million in 2014, for a total of

EBITDA

of 62%, which is slightly down due to investments.

Our three main sources of revenue to date are national and local advertising, offers aimed at professionals and the uploading of individual ads in the flow, which we invoice in freemiummode. We employ 350 people, but we will be recruiting a hundred or so in 2016 (engineers, marketing, etc.).

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