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Lukasz Zelezny
Head of Organic Acquisition @ uSwitch.com
- Effective visits (what are they)
- Soft Goals (supportive KPIs- why are
they important)
- KPIs (which to focus on)
- How...
EFFECTIVE VISITS
5
PROTIP:
There are two types of
vertical.
Predictable
&
Non-Predictable.
Effective Visits
Predictable Vertical
6
Winter
Spring
Summer
Autumn
Cheap holidays
7
Winter
Spring
Summer
Autumn
Winter tyre
Warm
Cold
Cheap holidays
8
PROTIP:
For predictable vertical use
Year over Year (YoY)
comparison.
9
2011 20122010
Cheap holidays
Effective Visits
Holidays – Predictable Vertical over years
10
2011 20122010
Winter Tyre
Effective Visits
Tyre – Predictable Vertical over years
11
What about non-predictable verticals?
12
2011 20122010
iPhone
Effective Visits
Mobile Handsets – Non-Predictable Vertical over years
13
Where does the concept of
effective visits came from?
14
The Fear of Bounce Rate
15
PROTIP
Bounce Rate may increase
but will not cannibalize!
16
Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)
17
Effective Visits
Pulling Data
18
Week #19 in 2012 Week #19 in 2012
13,410
9,674
Week #19 in 2013
Week #19 in 2012 Week #19 in 2012
19
Week #19 in 2012 Week #19 in 2013
13,410
9,674
Effective Visits = Visits – (Visits * ...
20
Effective Visits
Build Custom Segment using Google Analytics
Effective Visits = Visits – (Visits * BounceRate)
21
22
Effective Visits
conclusions
23
Why to use Effective Visits:
- represents a real quality of traffic and its value;
- refle...
KPIs & Goals
Questions to Answer
1.
Why do you have
a website?
2.
What are your
business objectives?
3.
What are your goals related
to business objectives
KPIs for a
new website
KPIs for an
established website
KPIs for an
SEO department
Supportive KPIs for a
new website
How to Report
to be understand by
CxO level people?
207,288
-
50,000
100,000
150,000
200,000
250,000
Mar-14
Organic Traffic - March 2014
Organic Traffic
207,288
128,518
-
50,000
100,000
150,000
200,000
250,000
Mar-14
Organic Traffic vs Effective Organic Trafic - March 2014
O...
290,578
274,174
280,789
258,515
302,457
250,798
290,781 287,654 285,789
298,795
280,546 280,578
145,289 145,312 146,010 14...
290,578
274,174
280,789
258,515
302,457
250,798
290,781 287,654 285,789
298,795
280,546 280,578
145,289 145,312 146,010 14...
290,578
274,174
280,789
258,515
302,457
250,798
290,781 287,654 285,789
298,795
280,546 280,578
145,289 145,312 146,010 14...
290,578
274,174
280,789
258,515
302,457
250,798
290,781 287,654 285,789
298,795
280,546 280,578
145,289 145,312 146,010 14...
Opportunities!
Opportunities!
Insurances
Credit Cards
BroadbandMobile
Gas and
Electricity
Homepage
Thank You 
@LukaszZelezny
#SESLON @SeWatch SES London @LukaszZelezny
#SESLON @SeWatch SES London @LukaszZelezny
#SESLON @SeWatch SES London @LukaszZelezny
#SESLON @SeWatch SES London @LukaszZelezny
#SESLON @SeWatch SES London @LukaszZelezny
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#SESLON @SeWatch SES London @LukaszZelezny

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#SESLON @SeWatch SES London @LukaszZelezny

  1. 1. Lukasz Zelezny Head of Organic Acquisition @ uSwitch.com
  2. 2. - Effective visits (what are they) - Soft Goals (supportive KPIs- why are they important) - KPIs (which to focus on) - How to Report to be understand by CxO level people
  3. 3. EFFECTIVE VISITS
  4. 4. 5 PROTIP: There are two types of vertical. Predictable & Non-Predictable.
  5. 5. Effective Visits Predictable Vertical 6 Winter Spring Summer Autumn Cheap holidays
  6. 6. 7 Winter Spring Summer Autumn Winter tyre Warm Cold Cheap holidays
  7. 7. 8 PROTIP: For predictable vertical use Year over Year (YoY) comparison.
  8. 8. 9 2011 20122010 Cheap holidays Effective Visits Holidays – Predictable Vertical over years
  9. 9. 10 2011 20122010 Winter Tyre Effective Visits Tyre – Predictable Vertical over years
  10. 10. 11 What about non-predictable verticals?
  11. 11. 12 2011 20122010 iPhone Effective Visits Mobile Handsets – Non-Predictable Vertical over years
  12. 12. 13 Where does the concept of effective visits came from?
  13. 13. 14 The Fear of Bounce Rate
  14. 14. 15 PROTIP Bounce Rate may increase but will not cannibalize!
  15. 15. 16 Week #19 of 2013 (05-11 May 2013) Week #19 of 2012 (06-12 May 2012)
  16. 16. 17 Effective Visits Pulling Data
  17. 17. 18 Week #19 in 2012 Week #19 in 2012 13,410 9,674 Week #19 in 2013
  18. 18. Week #19 in 2012 Week #19 in 2012 19 Week #19 in 2012 Week #19 in 2013 13,410 9,674 Effective Visits = Visits – (Visits * BounceRate) %difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100) Week #19 in 2013
  19. 19. 20 Effective Visits Build Custom Segment using Google Analytics Effective Visits = Visits – (Visits * BounceRate)
  20. 20. 21
  21. 21. 22
  22. 22. Effective Visits conclusions 23 Why to use Effective Visits: - represents a real quality of traffic and its value; - reflects to On Page optimization; - reflects to Conversion Rate Optimization (CRO); - helps senior management to understand better SEO benefits How to use Effective Visits: - explain how it works; - setup clear goals; - be brave and enjoy;
  23. 23. KPIs & Goals
  24. 24. Questions to Answer
  25. 25. 1. Why do you have a website?
  26. 26. 2. What are your business objectives?
  27. 27. 3. What are your goals related to business objectives
  28. 28. KPIs for a new website
  29. 29. KPIs for an established website
  30. 30. KPIs for an SEO department
  31. 31. Supportive KPIs for a new website
  32. 32. How to Report to be understand by CxO level people?
  33. 33. 207,288 - 50,000 100,000 150,000 200,000 250,000 Mar-14 Organic Traffic - March 2014 Organic Traffic
  34. 34. 207,288 128,518 - 50,000 100,000 150,000 200,000 250,000 Mar-14 Organic Traffic vs Effective Organic Trafic - March 2014 Organic Visits Effective Organic Visits
  35. 35. 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions
  36. 36. 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 0% 10% 20% 30% 40% 50% 60% - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions Bounce Rate
  37. 37. 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 0% 10% 20% 30% 40% 50% 60% - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions Bounce Rate + 4.55%
  38. 38. 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 0% 10% 20% 30% 40% 50% 60% - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions Bounce Rate + 4.55% + 1.26%
  39. 39. Opportunities!
  40. 40. Opportunities!
  41. 41. Insurances Credit Cards BroadbandMobile Gas and Electricity Homepage
  42. 42. Thank You  @LukaszZelezny

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