How to adapt your digital marketing to your consumers and save money.

1. Andraž Štalec
@andrazstalec
LEAN DIGITAL MARKETING

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

3. SEARS BEST BUY AMAZON
$899,99 $809,99 currently $870,08

5. CONSUMER BEHAVIOR HAS CHANGED

7. FUNDAMENTAL CHANGE

8. +44 %
CONVERSION RATE
+160 %
REVENUE
+85 %
SESSIONS

9. MARKETING WAS NEVER EASY

10. 80 % OF CONVERSION PATHS INCLUDE
MORE THAN 1 DIGITAL CHANNEL

11. DIVERSITY
10.600 different keywords are used by users to access a website

12. EACH BUYER IS DIFFERENT
3.703 different conversion paths on average

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

14. SUCCESS RATE
Only 15,15 % of website visitors start a checkout process

15. ONLY 11 % OF VISITORS
WHO START A CHECKOUT PROCESS ALSO FINISH IT

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

17. 89 % OF USERS ABANDON CARTS
WHAT ARE WE GOING TO DO?

18. UNDERSTANDING THE CUSTOMER
How to catch the important moments?

19. ESTABLISH METRICS

20. TRACKING
CONSUMER
DECISION
JOURNEY
MICRO AND
MACRO
CONVERSIONS
DATA

22. Understanding user behavior throughout the entire CDJ
Number of interactions
Length
Transactions

23. Micro & macro conversions

24. Micro & macro conversions

25. 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

26. DOTHINKSEE
Reach & Frequency
Brand Search
% New Visits
Number of mentions
Number of leads
Engagement
Page Depth
Assisted conversions
CTR
Revenue
Conversion Rate
Profit
Define metrics for all stages of CDJ

27. 1
2
3
26 %
bounce rate
14,42
pageviews per visit
135 %
increase in CR
4 45 %
increase in number of transactions
TENISICE.HR
Conversion optimization

28. TARGETED
ADVERTISING
THROUGHOUT
THE CDJ
BETTER
PERFORMANCE
AND BETTER ROI
BETTER
UNDERSTANDING
OF USER
BEHAVIOR
Where are the benefits?

29. GET INSIGHTS

30. AGGREGATED DATA
Metrics like CPA and CR don‘t say a lot…

31. HOW ARE
USERS
BEHAVING?
WHAT
INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH
CHANNELS
DRIVE
TRAFFIC?
Acquisition
The key segments

32. HOW ARE
USERS
BEHAVING?
WHAT
INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH
CHANNELS
DRIVE
TRAFFIC?
Acquisition
The key segments

33. 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

34. MAJORITY OF „LAST CLICK“ CONVERSIONS
ARE MADE VIA BRANDED TRAFFIC
BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC,
SOCIAL MEDIA AND DISPLAY NETWORK
PLAY CRUCIAL ROLE
AS ASSISTED CONVERSIONS

35. 64 % CONVERSION PATHS
INCLUDE NON-BRANDED VISITS

36. Outcomes report

37. Outcomes report

38. DOTHINKSEE
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
EMAIL
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
EMAIL
Digital Channels

39. HOW ARE
USERS
BEHAVING?
WHAT
INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH
CHANNELS
DRIVE
TRAFFIC?
Acquisition
The key segments

40. 1
2
3
40 % OF VISITORS
visit website more than 5 times before they purchase
33 % OF TRANSACTIONS
happen within a day
54 % OF VISITORS
visit website more than once before they purchase
4 14 % OF PURCHASE CYCLES
last more than 7 days
How do buyers
BEHAVE

41. Enhanced Ecommerce
WEATHER
PRODUCT DATA
PURCHASE PRICE
…

42. Blog content quality

43. HOW ARE
USERS
BEHAVING?
WHAT
INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH
CHANNELS
DRIVE
TRAFFIC?
Acquisition
The key segments

44. 1x
2x
New visitors
Returning visitors
1x
2,5x
Non-branded visits
Branded visits
Conversion rate based on user segment

45. 0,44 %
0,78 %
All visitors
Visitors who clicked on a specific Ad
Influence of ad content on conversions

46. 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

47. Influence of weather on conversions

48. OPTIMIZE USER
EXPERIENCE
BETTER USER
TARGETING
Behaviour Outcomes
OPTIMIZE DIGITAL
MARKETING
Acquisition
Why?

49. ADAPTING THE CONTENT
What if the user is not ready to buy?

50. HOW GOOD ARE WE?

51. if $bounce_rate >= 50 % then we suck

52. HOW? WHAT?
Think Do
WHY?
See
Types of content

53. OSKAR¸TRAVEL AGENCY
Diversify the content

54. 1
2
3
42,11 %
Increase in the number of transactions
55,00 %
Increase in income
32,96 %
Increase in organic traffic
OSKAR¸TRAVEL AGENCY
Diversify the content

55. HELPING CUSTOMERS THROUGHOUT CDJ
BUILDS YOUR REPUTATION

56. ADAPTING THE MARKETING
What is our goal?

58. TARGET GROUP GOAL USER NEED MESSAGE
DIGITAL
CHANNELS
TARGETING KPIs CONTENT
Digital Marketing Framework

59. ULTIMATE GOAL IS TO DECREASE CPA

60. +159 %
+17 %
+95 %
+122 %
+127 %
+14 %
Revenue
Sessions
CR
Per Session Value
Transacions
Average Order Value
Cost per transaction- 46 %
YoY results

61. MARKETING
Right place, right time
aka
CONTENT
Right solution
aka
MEASUREMENT
Measure right things
aka

62. BE THERE
Intent & context

63. BE USEFUL
More than just show up

64. MEASURE
Discover beautiful insights

65. Thank you
andraz.stalec@red-orbit.com