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You Probably Don’t Need
More Traffic
CRAIG BRADFORD
Bounce Rate
Bounce Rate
69%
Macro Conversion Rate
Conversion Rate
0.06%
6/10,000
Google Organic – 0.06%
Referral Traffic – 0.14%
Average Order Value

25% Less Than Site Average
Why Do You Want More Of
This Terrible Traffic?
Why Do We Ignore 99% Of
Our Traffic?
If You Get 10,000 Visits
Resulting In Only 6 Transactions
The Answer Isn’t To Get Another
10,000 Visits

@CraigBradford
I Have A Problem
I Love Gadgets
I Had To Have It
And I Wanted It On 4G
Signed Up For Pre-Order
Session Based Tracking
Session Based Tracking
Session Based Tracking
• Session Based Tracking

3 Visits

3 Unique Visitors
1 Transaction of £500
33% Conversion Rate
Wrong!
Learn To Leverage The 99%
That Aren’t Customers
CRAIG BRADFORD
The Customer Journey Is
Really Complicated
90% Of People Use Sequential
Screens To Complete A Task
RO-PO Effect
How Do We Measure That?
Before I Tell You..
I Have Something I Want To
Say…
I Don’t Care About
(Not Provided)
Universal Analytics
The Google Analytics terms of service, which all
Google Analytics customers must adhere to,
prohibits sending personally i...
You will not upload any data that allows
Google to personally identify an individual

http://dis.tl/18PCo6c

Craig Bradfor...
Mind = Blown

Craig Bradford

@CraigBradford
Universal Analytics Tracks
People Not Sessions
How?
Measurement Protocol
Send Footfall Data
Image: http://dis.tl/1fXFfyz
Track Coffee And Tea Consumption
Image: http://dis.tl/1ig8Yzz
Customer Database
User Based Tracking
User Based Tracking
User Based Tracking
User Based Tracking
4 Visits Not 3
1 Unique Visitor Not 3
2 Transactions Not 1
£540 Not £500
100% Conversion Rate Not 33%
But Wait There’s More!
Dimension Widening
How Does This Help Me
Make More Money?
Change The Way You Think
Visitors Aren’t Binary
Investing Is Hard?
There’s Only Two Rules To Making
Money
“Rule No.1: Never Lose Money.
Rule No.2: Never Forget Rule No.1.”
Rule No.1: – Keep The
Relationship Alive.
Rule No.2: Never Forget
Rule No.1.
Craig Bradford

Craig Bradford

@CraigBradfor...
I Disagree
A
B
V
40% ABV?
40% ABV? (Not That One)
Always
Be
Valuable
The purpose of a customer
isn't to get a sale. The
purpose of a sale is to get a
customer.
Craig Bradford

@CraigBradford
MVC
(Minimal Viable Conversion)
0.06%
Conversion
Rate

Craig Bradford

@CraigBradford
70%
Conversion
Rate
1%
Conversion
Rate
How?
New Advanced Segments
Cohort Analysis
How Good Is Your PPC Traffic?

Image:http://dis.tl/1bhugKC

@CraigBradford
First Visit In March – Source PPC

Image:http://dis.tl/1bhugKC

@CraigBradford
Cohort Analysis – PPC Loyalty

Image Source:http://dis.tl/16uUpbp

@CraigBradford
Demographic Segments

@CraigBradford
Include Interests

@CraigBradford
Enable Demographic Data
Replace This line: ga.src = ('https:' ==
document.location.protocol ? 'https://ssl' :
'http://www'...
Channels Aren’t Binary
Think Of Your Channels Like A
Football Team
Don’t Build A Team Of Attackers
Design The Optimal Defender
100 Points:
Marking

Tackling
Shooting
Penalty Taking

Image:http://dis.tl/17jbuDv
100 Points:
Marking - 50
Tackling - 50

Shooting - 0
Penalty Taking - 0

Image:http://dis.tl/17jbuDv
I Don’t Care If He Can’t Score A
Penalty
Speed (PPC)
Assist (Social)
UK Market

http://dis.tl/Hlwpwd

@CraigBradford
Tech

http://dis.tl/Hlwpwd

@CraigBradford
Actions
Sign Up For Google Tag Manager

@CraigBradford
Upgrade To Universal Analytics

http://dis.tl/H2RgUq

@Craigbradford
Enable Demographic Data

http://dis.tl/H2VhrN

CraigBradford
Try To Use The
Measurement Protocol
Get Real Conversion Data
More Accurate Conversion Data

Craig Bradford

@CraigBradford
Push For Login
Use Persistent Cookies
Direct Traffic Gets Too Much Credit

@CraigBradford
The Problem With Direct Traffic
• The Problem With Direct Traffic

Direct = $50
Thanks To LunaMetrics,
There’s A Solution…
Install Directmonster.js
http://dis.tl/Hgj6x6
Better Insights

Image:LunaMetrics

@CraigBradford
DirectMonster.js Encodes Referral
Data

http://dis.tl/Hgj6x6

@CraigBradford
Decodes Referral Data

@CraigBradford
Start Using The New Advanced
Segments

Image:Mixpanel

@CraigBradford
Measure People Not Sessions
Always
Be
Valuable
Establish Your Minimum Viable Conversion

Craig Bradford

@CraigBradford
Think Of Your Channels Like A
Football Team
Thanks.
Any questions?
CRAIG BRADFORD
craig.bradford@distilled.net
@CraigBradford
Craig Bradford_SearchLove London 2013
Craig Bradford_SearchLove London 2013
Craig Bradford_SearchLove London 2013
Craig Bradford_SearchLove London 2013
Craig Bradford_SearchLove London 2013
Craig Bradford_SearchLove London 2013
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Craig Bradford_SearchLove London 2013

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Craig Bradford_SearchLove London 2013

  1. You Probably Don’t Need More Traffic CRAIG BRADFORD
  2. Bounce Rate
  3. Bounce Rate 69%
  4. Macro Conversion Rate
  5. Conversion Rate 0.06%
  6. 6/10,000
  7. Google Organic – 0.06% Referral Traffic – 0.14%
  8. Average Order Value 25% Less Than Site Average
  9. Why Do You Want More Of This Terrible Traffic?
  10. Why Do We Ignore 99% Of Our Traffic?
  11. If You Get 10,000 Visits
  12. Resulting In Only 6 Transactions
  13. The Answer Isn’t To Get Another 10,000 Visits @CraigBradford
  14. I Have A Problem
  15. I Love Gadgets
  16. I Had To Have It
  17. And I Wanted It On 4G
  18. Signed Up For Pre-Order
  19. Session Based Tracking
  20. Session Based Tracking
  21. Session Based Tracking
  22. • Session Based Tracking 3 Visits 3 Unique Visitors 1 Transaction of £500 33% Conversion Rate
  23. Wrong!
  24. Learn To Leverage The 99% That Aren’t Customers CRAIG BRADFORD
  25. The Customer Journey Is Really Complicated
  26. 90% Of People Use Sequential Screens To Complete A Task
  27. RO-PO Effect
  28. How Do We Measure That?
  29. Before I Tell You..
  30. I Have Something I Want To Say…
  31. I Don’t Care About (Not Provided)
  32. Universal Analytics
  33. The Google Analytics terms of service, which all Google Analytics customers must adhere to, prohibits sending personally identifiable information (PII) to Google Analytics. http://www.google.com/analytics/learn/privacy.html Craig Bradford @CraigBradford
  34. You will not upload any data that allows Google to personally identify an individual http://dis.tl/18PCo6c Craig Bradford @CraigBradford
  35. Mind = Blown Craig Bradford @CraigBradford
  36. Universal Analytics Tracks People Not Sessions
  37. How?
  38. Measurement Protocol
  39. Send Footfall Data Image: http://dis.tl/1fXFfyz
  40. Track Coffee And Tea Consumption Image: http://dis.tl/1ig8Yzz
  41. Customer Database
  42. User Based Tracking
  43. User Based Tracking
  44. User Based Tracking
  45. User Based Tracking
  46. 4 Visits Not 3 1 Unique Visitor Not 3 2 Transactions Not 1 £540 Not £500 100% Conversion Rate Not 33%
  47. But Wait There’s More!
  48. Dimension Widening
  49. How Does This Help Me Make More Money?
  50. Change The Way You Think
  51. Visitors Aren’t Binary
  52. Investing Is Hard?
  53. There’s Only Two Rules To Making Money
  54. “Rule No.1: Never Lose Money. Rule No.2: Never Forget Rule No.1.”
  55. Rule No.1: – Keep The Relationship Alive. Rule No.2: Never Forget Rule No.1. Craig Bradford Craig Bradford @CraigBradford
  56. I Disagree
  57. A B V
  58. 40% ABV?
  59. 40% ABV? (Not That One)
  60. Always Be Valuable
  61. The purpose of a customer isn't to get a sale. The purpose of a sale is to get a customer. Craig Bradford @CraigBradford
  62. MVC (Minimal Viable Conversion)
  63. 0.06% Conversion Rate Craig Bradford @CraigBradford
  64. 70% Conversion Rate
  65. 1% Conversion Rate
  66. How?
  67. New Advanced Segments
  68. Cohort Analysis
  69. How Good Is Your PPC Traffic? Image:http://dis.tl/1bhugKC @CraigBradford
  70. First Visit In March – Source PPC Image:http://dis.tl/1bhugKC @CraigBradford
  71. Cohort Analysis – PPC Loyalty Image Source:http://dis.tl/16uUpbp @CraigBradford
  72. Demographic Segments @CraigBradford
  73. Include Interests @CraigBradford
  74. Enable Demographic Data Replace This line: ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js’; With this line: ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; http://dis.tl/H2VhrN @CraigBradford
  75. Channels Aren’t Binary
  76. Think Of Your Channels Like A Football Team
  77. Don’t Build A Team Of Attackers
  78. Design The Optimal Defender 100 Points: Marking Tackling Shooting Penalty Taking Image:http://dis.tl/17jbuDv
  79. 100 Points: Marking - 50 Tackling - 50 Shooting - 0 Penalty Taking - 0 Image:http://dis.tl/17jbuDv
  80. I Don’t Care If He Can’t Score A Penalty
  81. Speed (PPC)
  82. Assist (Social)
  83. UK Market http://dis.tl/Hlwpwd @CraigBradford
  84. Tech http://dis.tl/Hlwpwd @CraigBradford
  85. Actions
  86. Sign Up For Google Tag Manager @CraigBradford
  87. Upgrade To Universal Analytics http://dis.tl/H2RgUq @Craigbradford
  88. Enable Demographic Data http://dis.tl/H2VhrN CraigBradford
  89. Try To Use The Measurement Protocol
  90. Get Real Conversion Data
  91. More Accurate Conversion Data Craig Bradford @CraigBradford
  92. Push For Login
  93. Use Persistent Cookies
  94. Direct Traffic Gets Too Much Credit @CraigBradford
  95. The Problem With Direct Traffic
  96. • The Problem With Direct Traffic Direct = $50
  97. Thanks To LunaMetrics, There’s A Solution…
  98. Install Directmonster.js http://dis.tl/Hgj6x6
  99. Better Insights Image:LunaMetrics @CraigBradford
  100. DirectMonster.js Encodes Referral Data http://dis.tl/Hgj6x6 @CraigBradford
  101. Decodes Referral Data @CraigBradford
  102. Start Using The New Advanced Segments Image:Mixpanel @CraigBradford
  103. Measure People Not Sessions
  104. Always Be Valuable
  105. Establish Your Minimum Viable Conversion Craig Bradford @CraigBradford
  106. Think Of Your Channels Like A Football Team
  107. Thanks. Any questions? CRAIG BRADFORD craig.bradford@distilled.net @CraigBradford

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