ISS Barcelona 2019: 5 false assumptions about your online traffic
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This document discusses 5 common false assumptions about online traffic and digital marketing: 1) That users searching for a brand will necessarily buy from that brand. 2) That direct traffic doesn't bring the most qualified users. 3) That generic search traffic will last forever. 4) That market maturity doesn't matter. 5) That user intent can be defined from just the search query. It provides recommendations to analyze business metrics and user behavior more deeply to improve digital marketing strategies.
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ISS Barcelona 2019: 5 false assumptions about your online traffic
- 1. 5 false assumptions about your online traffic Andraž Štalec, Red Orbit in/andrazstalec/
- 2. Working in digital since 1995 Spoke at 100+ international events 20 digital marketing experts Europe’s #1 marketing & growth retreat Working cross Europe
- 4. Where else could you find things like these…
- 5. And these…
- 6. And these…
- 7. It fulfills our lives
- 8. Search query „Nike sneakers“ Ad „Nike sneakers“ Landing page Nike sneakers
- 9. €- €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)
- 10. But then sometimes all this results in totally unexpected results Productbrandsusersaresearchingfor Productbrandsusersarebuying Nike Adidas Salomon Nike Adidas Salomon
- 11. We were so wrong 0% brand stickiness 25% brand stickiness 50% brand stickiness Productbrandsusersaresearchingfor Nike Adidas Salomon Nike Adidas Salomon
- 12. Because we fail to see behind the standard reports. MOST FAILURES ARE NOT EVEN CAUSED BY PPC CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS
- 13. IT’S TIME TO DIVE DEEPER AND TO UNDERSTAND WHAT IS REALLY HAPPENING.
- 14. Brand stickiness report Nike has a brand stickiness of 50 %
- 15. 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?
- 16. But do they? THE MOST LOYAL USERS COME FROM DIRECT TRAFFIC
- 17. It’s quite common to see channels like Paid Search, Organic Search and Email outperforming Direct
- 18. 98,70 % of users! IGNORE CONVERTERS FOCUS ON THE ONES WHO DIDN‘T CONVERT
- 19. Use Session Quality report to deliver more actionable insights
- 20. Use Session Quality report to deliver more actionable insights
- 21. We’ve seen a decrease in Paid Search revenues of up to 80 %! GENERIC SEARCH IS IN RAPID DECLINE
- 22. 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
- 23. BRANDS AGE. INDUSTRIES CHANGE. MARKETS GET MATURE. EVEN ON SEARCH.
- 24. Market maturity stages and Search https://www.red-orbit.com/blog/the-decline-of-generic-search-and-how-to-save-your-brand
- 25. 12 types of search users Sights in London Sights in London Sights in London Sights in London Sights in London Sights in London Sights in London Sights in London
- 26. 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
- 27. 12 types of search users https://www.red-orbit.com/blog/12-types-of-google-search-users
- 28. 98 % OF USERS WILL LEAVE A WEBSITE BEFORE BOOKING A FLIGHT
- 29. IS THERE A PATTERN THAT GUARANTEES BETTER RESULTS?
- 30. WE TRACKED USERS FROM 21 COUNTRIES & 90 ON-PAGE EVENTS.
- 34. Huge difference between markets 0 20 40 60 80 100 56 42 28 14 0
- 35. 1 6 11 16 21 26 31 36 41 46 0 10 20 30 40 50 60 Sessioncount Days since last session 30 40 50 60 70 80 Flight Search Completion Rates
- 36. 1 6 11 16 21 26 31 36 41 46 0 10 20 30 40 50 60 Sessioncount Days since last session 70 80 Flight Search Completion Rates
- 37. PREDICTIVE ANALYTICS Use the past to predict the future
- 38. WE CHANGED OUR REMARKETING STRATEGY.
- 39. We created 565 niche remarketing lists
- 40. UPDATED AUTOMATICLY THROUGH APIS
- 41. … AND PERSONALIZED ADS TO EACH SEGMENT.
- 42. HUGE win for us and the client increase in revenue higher conversion rate lower costs of advertising 84% 143% 28% 96% increase in transactions
- 43. Where you are on the market maturity curve defines how you do marketing. MARKET MATURITY MATTERS
- 46. Monthly search volume comparison 1,830,000 673,000 673,000 368,000 301,000 201,000 60,500 49,500 49,500 49,500 22,200 18,100 14,800 14,800 14,800 6,600 4,400 4,400 1,900 1,900 1,600 1,000 1,000 880 720 590 480 260 260 210 140 50 30 20 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 1800000 2000000 Example of an late majority market entering the stage of full saturation. Example of an early but growing market targeting early majority. Example of a very early, pre- chasm market targeting innovators and early adopters.
- 47. Updated communication focusing on the problem/solution fit
- 48. Making an ASS out of U and ME ASSUME
- 49. Users searching for a specific product brand WON’T necessary buy that brand Direct traffic DOESN’T bring the most qualified users Generic search traffc WON’T last forever Market maturity MATTERS You CAN’T define user intent from search query 5 false assumptions about your online traffic
- 51. 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
- 52. 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
- 53. Create dashboards for day-to-day monitoring
- 54. Go beyond traffic. Analyze the business.
- 55. LET‘S GO AND DELIVER SUCCESS
- 56. 01 02 03 04 Email andraz@red-orbit.com Twitter @andrazstalec LinkedIn in/andrazstalec/ Web www.red-orbit.com https://www.red-orbit.com/blog/ Further reading