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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
MVC (Minimal Viable Conversion)
MVC (Minimal Viable Conversion)
MVC (Minimal Viable Conversion)
MVC (Minimal Viable Conversion)
MVC (Minimal Viable Conversion)
MVC (Minimal Viable Conversion)
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MVC (Minimal Viable Conversion) Craig Bradford_SearchLove London 2013

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MVC
(Minimal Viable Conversion)

Publié dans : Technologie, Business
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