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SearchLeeds 2018 - Andraz Stalec - Red Orbit - 5 false assumptions about your traffic

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Analysing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years Red Orbit have worked with numerous clients and learned that some assumptions are proven wrong more often than not. Andraz's SearchLeeds talk explored 5 false assumptions about online traffic.

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SearchLeeds 2018 - Andraz Stalec - Red Orbit - 5 false assumptions about your traffic

  1. 1. 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC Andraž Štalec
  2. 2. I LOVE SEARCH
  3. 3. Where else could you find things like these…
  4. 4. And these…
  5. 5. And these…
  6. 6. It fulfills our lives
  7. 7. Search query „Nike sneakers“ Ad „Nike sneakers“ Landing page Nike sneakers
  8. 8. €- €50,000.00 €100,000.00 €150,000.00 €200,000.00 €250,000.00 €300,000.00 €350,000.00 €400,000.00 €450,000.00 €500,000.00 Revenue You achieve great results for your client (or company)
  9. 9. But then sometimes all this results in totally unexpected results Productbrandsusersaresearchingfor Productbrandsusersarebuying Nike Adidas Salomon Nike Adidas Salomon
  10. 10. We were so wrong 0% brand stickiness 25% brand stickiness 50% brand stickiness Productbrandsusersaresearchingfor Nike Adidas Salomon Nike Adidas Salomon
  11. 11. Because we fail to see behind the standard reports. MOST FAILURES ARE NOT EVEN CAUSED BY PPC CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS
  12. 12. IT’S TIME TO DIVE DEEPER AND TO UNDERSTAND WHAT IS REALLY HAPPENING.
  13. 13. Brand stickiness report Nike has a brand stickiness of 50 %
  14. 14. Use this report to …. Sitelink extensions For brands with low stickiness include secondary brands as Sitelink extensions. Dynamic remarketing Promote the products users are actually enggaging with on the website. Estabilsh RLSA On brands that are „stilling“ most of the conusmers from the primary brand. Research low stickiness Do you have enough products on stock? Are your prices compepative?
  15. 15. But do they? THE MOST LOYAL USERS COME FROM DIRECT TRAFFIC
  16. 16. It’s quite common to see channels like Paid Search, Organic Search and Email outperforming Direct
  17. 17. 98,70 % of users! IGNORE CONVERTERS FOCUS ON THE ONES WHO DIDN‘T CONVERT
  18. 18. Use Session Quality report to deliver more actionable insights
  19. 19. Use Session Quality report to deliver more actionable insights
  20. 20. WE ARE CREATURES OF HABIT
  21. 21. BUT MORE OFTEN THAN TO PRODUCTS AND BRANDS, HABITS ARE CONNECTED TO OUR BEHAVIOR
  22. 22. 50% 50% 75% 25% 25% Display Organic Search Referral Paid Search Email Direct
  23. 23. Cross-channel CDJ: First interaction is Direct 100% 40.48% 83.42% 18.31% 17.73% 5.14% 11.74% 4.81% First interaction Assisted interactions Last interaction (Other) Direct Display Email Organic Search Paid Search Referral Social Network
  24. 24. Check out this blog post to learn how to create these reports: https://www.red-orbit.com/blog/e-commerce-cross-channel-consumer-decision-journey-report
  25. 25. We’ve seen a decrease in Paid Search revenues of up to 80 %! GENERIC SEARCH IS IN RAPID DECLINE
  26. 26. Search is behaving strangely FREE FALL Decrease in generic Branded steady BRAND TAKING OVER Decrease in generic Increase in branded GENERICS RULE Increase in generic
  27. 27. BRANDS AGE. INDUSTRIES CHANGE. MARKETS GET MATURE. EVEN ON SEARCH.
  28. 28. Market maturity stages and Search https://www.red-orbit.com/blog/the-decline-of-generic-search-and-how-to-save-your-brand
  29. 29. 12 types of search users Nike sneakersNike sneakers Nike sneakers Nike sneakers Nike sneakers Nike sneakers Nike sneakers Nike sneakers
  30. 30. Ecommerce performance by User Transactions E-commerce trends 4/2018, Red Orbit 0% 20% 40% 60% 80% 100% Users w/ 1 transaction Users w/ 2 transactions Users w/ 3 transactions Users w/ 3+ transactions Transactions Revenue per user
  31. 31. 12 types of search users https://www.red-orbit.com/blog/12-types-of-google-search-users
  32. 32. Making an ASS out of U and ME ASSUME
  33. 33. Users searching for a specific product brand will actually buy that brand Direct traffic brings the most qualified users Once you go Direct you will always go Direct You can define user intent from search query Search is dominated by generic keywords 5 false assumptions about your online traffic
  34. 34. Get to know the business. It will help you make better decisions. ECOMMERCE CUSTOMER LIFETIME VALUE 1.600 € TRANSACTION S PER MONT 0.33 CUSTOMER LIFETIME 24 MONTHS AVERAGE ORDER VALUE 400 € AVERAGE GROSS MARGIN 50 % CUSTOMERS CUSTOMER ACQUISITION NEW USERS CONVERSION RATE CUSTOMER ACTIVIATON REPEAT RATE CUSTOMER RETENTION CHURN CES CAC MRC
  35. 35. Establish top level business KPIs and connect your activities to them 2 31 4 5 6 7 CLV CAC Customer profitability score Repeat rate Retention rate AOV CES
  36. 36. Create dashboards for day-to-day monitoring
  37. 37. Use a monitoring system to track your organic traffic and correlate it to conversions SEOMonitor.com Keywords Conversions
  38. 38. Go beyond traffic. Analyze the business.
  39. 39. Don‘t build reports. Create value. Insights Lessons learned Actions Business impact
  40. 40. LET‘S GO AND DELIVER SUCCESS
  41. 41. Download this presentation here: https://www.slideshare.net/redorbit/5-false-assumptions-about-your-online-traffic
  42. 42. Thank you 01 02 03 04 Email andraz@red-orbit.com Twitter @andrazstalec LinkedIn Andraz Stalec Web www.red-orbit.com

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