Andraž Štalec@andrazstalec

LEAN DIGITAL MARKETING

WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?

SEARS BEST BUY AMAZON

$899,99 $809,99 currently $870,08

CONSUMER BEHAVIOR HAS CHANGED

FUNDAMENTAL CHANGE

+44 %CONVERSION RATE

+160 %

REVENUE

+85 %SESSIONS

MARKETING WAS NEVER EASY

80 % OF CONVERSION PATHS INCLUDEMORE THAN 1 DIGITAL CHANNEL

DIVERSITY10.600 different keywords are used by users to access a website

EACH BUYER IS DIFFERENT3.703 different conversion paths on average

USER BEHAVIOUR HAS CHANGED, BUT THAT‘S NOTHING NEW. WE GET IT!

SUCCESS RATEOnly 15,15 % of website visitors start a checkout process

ONLY 11 % OF VISITORSWHO START A CHECKOUT PROCESS ALSO

FINISH IT

WHAT HAPPENS WITH THE OTHERS?99 % USERS DO NOT FINISH THE

PURCHASE

89 % OF USERS ABANDON CARTSWHAT ARE WE GOING TO DO?

UNDERSTANDING THE CUSTOMER

How to catch the important moments?

ESTABLISH METRICS

TRACKING CONSUMER DECISION JOURNEY

MICRO AND MACRO

CONVERSIONS

DATA

Understanding user behavior throughout the entire CDJ

Number of interactions

Length

Transactions

Micro & macro conversions

Micro & macro conversions

Micro & macro conversions matrix

NEW FOLLOWERS

GALLERIES BROWSED

REVIEWS & RATINGS

EMAIL SIGNUPS

SOCIAL ACTIONS

VIDEOS WATCHED

PURCHASE

ADD TO BASKET

CATALOGS DOWNLOADED

INFO REQUESTED

Long term

Short term

Mid term

DO

THINK

SEE

DOTHINKSEE

Reach & FrequencyBrand Search% New Visits

Number of mentions

Number of leadsEngagementPage Depth

Assisted conversionsCTR

RevenueConversion Rate

Profit

Define metrics for all stages of CDJ

1

2

3

26 %bounce rate

14,42pageviews per visit

135 %increase in CR

4 45 % increase in number of transactions

TENISICE.HRConversion optimization

TARGETED ADVERTISING THROUGHOUT

THE CDJ

BETTER PERFORMANCE

AND BETTER ROI

BETTER UNDERSTANDIN

G OF USER BEHAVIOR

Where are the benefits?

GET INSIGHTS

AGGREGATED DATAMetrics like CPA and CR don‘t say a lot…

HOW ARE USERS

BEHAVING?

WHAT INFLUENCES

CONVERSION?

Behaviour Outcomes

WHICH CHANNELS

DRIVE TRAFFIC?

Acquisition

The key segments

HOW ARE USERS

BEHAVING?

WHAT INFLUENCES

CONVERSION?

Behaviour Outcomes

WHICH CHANNELS

DRIVE TRAFFIC?

Acquisition

The key segments

38,64 %29,11 %11,79 %10,79 %6,64 %1,42 %1,40 %

Organic

Paid

Referral

Direct

Email

Social

Display

Income by digital channel

Ecommerce trends 2015, Red Orbit

MAJORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC

BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC,

SOCIAL MEDIA AND DISPLAY NETWORKPLAY CRUCIAL ROLE

AS ASSISTED CONVERSIONS

64 % CONVERSION PATHSINCLUDE NON-BRANDED VISITS

Outcomes report

Outcomes report

DOTHINKSEE

DISPLAY

SEARCH ADS

SEO

FACEBOOK ADS

SEO

EMAIL

DISPLAY DISPLAY

SEARCH ADS

SEO

SOCIAL

FACEBOOK ADS FACEBOOK ADS

EMAIL

Digital Channels

HOW ARE USERS

BEHAVING?

WHAT INFLUENCES

CONVERSION?

Behaviour Outcomes

WHICH CHANNELS

DRIVE TRAFFIC?

Acquisition

The key segments

1

2

3

40 % OF VISITORSvisit website more than 5 times before they purchase

33 % OF TRANSACTIONShappen within a day

54 % OF VISITORSvisit website more than once before they purchase

4 14 % OF PURCHASE CYCLESlast more than 7 days

How do buyers

BEHAVE

Enhanced Ecommerce

WEATHER

PRODUCT DATA

PURCHASE PRICE

…

Blog content quality

HOW ARE USERS

BEHAVING?

WHAT INFLUENCES

CONVERSION?

Behaviour Outcomes

WHICH CHANNELS

DRIVE TRAFFIC?

Acquisition

The key segments

1x

2x

New visitors

Returning visitors

1x

2,5x

Non-branded visits

Branded visits

Conversion rate based on user segment

0,44 %

0,78 %

All visitors

Visitors who clicked on a specific Ad

Influence of ad content on conversions

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

Influence of weather on conversions

OPTIMIZE USER EXPERIENCE

BETTER USER TARGETING

Behaviour Outcomes

OPTIMIZE DIGITAL

MARKETING

Acquisition

Why?

ADAPTING THE CONTENTWhat if the user is not ready to buy?

HOW GOOD ARE WE?

if $bounce_rate >= 50 % then we suck

HOW? WHAT?

Think Do

WHY?

See

Types of content

OSKAR¸TRAVEL AGENCYDiversify the content

1

2

3

42,11 %Increase in the number of transactions

55,00 % Increase in income

32,96 %Increase in organic traffic

OSKAR¸TRAVEL AGENCYDiversify the content

HELPING CUSTOMERS THROUGHOUT CDJ BUILDS YOUR REPUTATION

ADAPTING THE MARKETINGWhat is our goal?

TARGET GROUP GOAL USER NEED MESSAGE

DIGITAL CHANNELS TARGETING KPIs CONTENT

Digital Marketing Framework

ULTIMATE GOAL IS TO DECREASE CPA

+159 %+17 %+95 %

+122 %+127 %+14 %

Revenue

Sessions

CR

Per Session Value

Transacions

Average Order Value

Cost per transaction- 46 %

YoY results

MARKETING

Right place, right timeaka CONTENT

Right solution aka

MEASUREMENT

Measure right things

aka

BE THEREIntent & context

BE USEFULMore than just show up

MEASUREDiscover beautiful insights

Thank youandraz.stalec@red-orbit.com