Bootcamp 2015: Optimizacija konverzije in prihodkov

Andraž Štalec

OPTIMIZACIJA KONVERZIJEIN PRIHODKOV

GROWTH HACKING

Dreaming about Growth hacking

Growth hacking in Real life

Obdobja kjer je napredek minimalen

Obdobja velikega napredka

How to do it?

MEASURE ANALYZE OPTIMIZE DELIVER RESULTS

CONDUCT A BUSINESS OVERVIEW

REVENUE2,0 M

REVENUE PER VISITOR1,00 €

AVERAGE ORDER VALUE

50,00 €

AVERAGE QUANTITY

2,00

AVERAGE PER UNIT PRICE

25,00 €

CONVERSION RATE

2,00 %

NUMBER OF STEPS

AVERAGE COMPLETION

RATE

VISITORS2,0 M

USER AQUISITION

1,5 M

USER RETENTION

33 %

Ecommerce revenue streams

REVENUE1.000 €

REVENUE PER VISITOR1,00 €

AVERAGE ORDER VALUE

100,00 €

AVERAGE QUANTITY

AVERAGE PER UNIT PRICE

CONVERSION RATE

1,00 %

NUMBER OF STEPS

AVERAGE COMPLETION

RATE

VISITORS1.000

USER AQUISITION

USER RETENTION

Ecommerce revenue streams

MINIMAL SUCCESS VOLUME~ 10.000 VISITORS

PROFIT

REVENUE COSTS

COGS CPA

CPC CR

OTHER COSTS

Ecommerce profitability

PROFIT

REVENUE10 € COSTS

COGS CPA10 €

CPC0,10 €

CR1 %

OTHER COSTS

Ecommerce profitability

FIND WEAK POINTS

REVENUE2,0 M

REVENUE PER VISITOR1,00 €

AVERAGE ORDER VALUE

50,00 €

AVERAGE QUANTITY

2,00

AVERAGE PER UNIT PRICE

25,00 €

CONVERSION RATE

2,00 %

NUMBER OF STEPS

AVERAGE COMPLETION

RATE

VISITORS2,0 M

USER AQUISITION

1,5 M

USER RETENTION

33 %

Ecommerce revenue streams

Funnel VisualizationZakaj toliko uporabnikov zapusti košarico?

Ali uporabniki spreminjajo

vsebino košarice? Kako

jim lahko olajšamo

uporabniško izkušnjo?

Where should you spend your efforts?

Goal Flow

21 % uporabnikov se iz podatkov o dostavi vrne na pregled košarice.

Kaj je vzrok?

18 % uporabnikov se iz povzetka naročila vrne na izbiro metode plačila.

Kaj je vzrok?

REVENUE2,0 M

REVENUE PER VISITOR1,00 €

AVERAGE ORDER VALUE

50,00 €

AVERAGE QUANTITY

2,00

AVERAGE PER UNIT PRICE

25,00 €

CONVERSION RATE

2,00 %

NUMBER OF STEPS

AVERAGE COMPLETION

RATE

VISITORS2,0 M

USER AQUISITION

1,5 M

USER RETENTION

33 %

Ecommerce revenue streams

Aquisition Overview

Kako je porazdeljen obisk med kanale?

Google AdWords ima najvišji CR in najnižji BR

Mobile Usage

REVENUE2,0 M

REVENUE PER VISITOR1,00 €

AVERAGE ORDER VALUE

50,00 €

AVERAGE QUANTITY

2,00

AVERAGE PER UNIT PRICE

25,00 €

CONVERSION RATE

2,00 %

NUMBER OF STEPS

AVERAGE COMPLETION

RATE

VISITORS2,0 M

USER AQUISITION

1,5 M

USER RETENTION

33 %

Ecommerce revenue streams

Shopping Behavior Analysis

Zakaj si 72 % uporabnikov

nikoli ne ogleda izdelka?

Segmentacija po napravi, tipu

uporabnika itd.

Top Landing Pages

Top Exit Pages

Behaviour Flow

Najbolj obiskana spletna stran ima visok Exit rate

In-Page Analytics

Podpovprečen CTR

Fold-line za 95 %

uporabnikov

Site Search

REVENUE2,0 M

REVENUE PER VISITOR1,00 €

AVERAGE ORDER VALUE

50,00 €

AVERAGE QUANTITY

2,00

AVERAGE PER UNIT PRICE

25,00 €

CONVERSION RATE

2,00 %

NUMBER OF STEPS

AVERAGE COMPLETION

RATE

VISITORS2,0 M

USER AQUISITION

1,5 M

USER RETENTION

33 %

Ecommerce revenue streams

Most valuable sources

Most valuable user category

Optimize for all stages of CDJ

PERSUASIONAL LANDING PAGES

TRANSACTIONAL CONVERSION PAGES

INTERIOR PAGESINFORMATIONAL

DO

THINK

SEE

BUILD IMPROVEMENT PLAN

EXPERIMENT GOALS

Raise CTR on Suggested Items

OPTIMIZATION GOALS

Increase APV

BUSINESS UNIT GOALS

Improve RPV

COMPANY METRICIncrease revenue

LIFT model

Building Improvment Plan

PIE Framework

Analitika & podatki s trga

Tehnično & „politično“

Obisk & stroški

EASEIMPORTANCE

POTENTIAL

Building Improvment Plan

CRO KOT PROFITNO MESTO

Projected Incremental Value =

(RPV of winning variation x expected traffic over a given period) -

(RPV of original x expected traffic over same period)

Izračun povečanih prihodkov

VISITORS100 K

REVENUE PER VISITOR1,00 €

REVENUE PER VISITOR1,50 €

REVENUE PER VISITOR1,00 €

REVENUE PER VISITOR1,50 €

ADDITIONAL REVENUE50.000 €

Tradicionalni Redesign spletne strani

Tehnologija, pričakovanja uporabnikov & najboljše spletne strani

Vaša spletna stran

4 leta med prenovo

4 leta med prenovo

Vrzel

Evolucijski Redesign spletne strani

Nenehen napredek v uporabniški izkušnji in designu

Hvalaandraz.stalec@red-orbit.com

Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680