UK E-commercial Conference 2015: Data driven road to success
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Transcript of UK E-commercial Conference 2015: Data driven road to success
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Andraž Štalec@andrazstalec
DATA DRIVEN ROAD TO SUCCESS
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WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?
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SEARS BEST BUY AMAZON
$899,99 $809,99 currently $870,08
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MARKETING WAS NEVER EASY
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UNDERSTANDING THE CUSTOMER
How to catch the important moments?
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SUCCESS RATEOnly 15,15 % of website visitors start a checkout process
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ONLY 11 % OF VISITORSWHO START A CHECKOUT PROCESS ALSO
FINISH IT
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WHAT HAPPENS WITH THE OTHERS?99 % USERS DO NOT FINISH THE
PURCHASE
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WHAT ARE WE GOING TO DO?
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ESTABLISH METRICS TO UNDERSTAND USERS
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TRACKING CONSUMER DECISION JOURNEY
MICRO AND MACRO
CONVERSIONS
DATA
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Understanding user behavior throughout the entire CDJ
Number of interactions
Length
Transactions
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Micro & macro conversions
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Micro & macro conversions
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Micro & macro conversions matrix
NEW FOLLOWERS
GALLERIES BROWSED
REVIEWS & RATINGS
EMAIL SIGNUPS
SOCIAL ACTIONS
VIDEOS WATCHED
PURCHASE
CHECK STOCK
CATALOGS DOWNLOADED
USER REGISTRATION
Long term
Short term
Mid term
PURCHASE
RESEARCH
AWARENESS
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1
2
3
26 %bounce rate
14,42pageviews per visit
135 %increase in CR
4 45 % increase in number of transactions
TENISICE.HRConversion optimization
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TARGETED ADVERTISING THROUGHOUT
THE CDJ
BETTER PERFORMANCE
AND BETTER ROI
BETTER UNDERSTANDIN
G OF USER BEHAIVOR
Where are the benefits?
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GET INSIGHTS
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AGGREGATED DATAMetrics like CPA and CR don‘t say a lot…
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HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
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HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
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65,98 %15,44 %10,31 %8,05 %5,49 %1,23 %0,40 %
Organic Search
Paid Search
Direct
Referral
Display
Social
Income by digital channel
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MAJORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC
BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC,
SOCIAL MEDIA AND DISPLAY ADVERTISINGPLAY CRUCIAL ROLE
AS ASSISTED CONVERSIONS
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64 % CONVERSION PATHSINCLUDE NON-BRANDED VISITS
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Outcomes report
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DOTHINKSEE
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
Digital Channels
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HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
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Enhanced Ecommerce
WEATHER
PRODUCT DATA
PURCHASE PRICE
…
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Content quality
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HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
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1x
2x
New visitors
Returning visitors
1x
2,5x
Non-branded visits
Branded visits
Conversion rate based on user segment
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0,44 %
0,78 %
All visitors
Visitors who clicked on a specific Ad
Influence of ad content on conversions
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1,58 %
1,97 %
Visitors who came through channel A
Visitors who came through channel B
2,44 %Visitors who came through channel A and B
2,81 %Visitors who came through channel A and C
Influence of digital channels on conversions
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Influence of weather on conversions
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OPTIMIZE USER EXPERIENCE
BETTER USER TARGETING
Behaviour Outcomes
OPTIMIZE DIGITAL
MARKETING
Acquisition
Why?
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ULTIMATE GOAL IS TO DECREASE CPA
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+159 %+17 %+95 %
+122 %+127 %+14 %
Revenue
Sessions
CR
Per Session Value
Transacions
Average Order Value
Cost per transaction- 46 %
YTD results (2014 vs 2013)
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Thank [email protected]