Contenu connexe Similaire à Startup KPI's, Conversion Rate Optimization and Marketingstack (20) Plus de Joost Hoogstrate (14) Startup KPI's, Conversion Rate Optimization and Marketingstack5. KPI’s
KPI’s in digital marketing
Lagging and Leading KPI’s
Branding KPI’s
Content KPI’s
SEO KPI’s
Organic social KPI’s
Paid search KPI’s
Paid social KPI’s
Display KPI’s
E-mail KPI’s
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KPI’s
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6. KPI’s in digital marketing
Why are KPI’s so important in online marketing?
In a glance you know if a channel, campaign or product is working or not
When you grow you will get more input, data and insights presented to you, KPI’s
guide you through that forest
You develop a feeling for what is good what is not
For the KPI’s on the next few pages is the following valid:
Always track the Cost Per Conversion (Lead, Sale, Renewal, etc)
Per channel, per customer fase
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7. LAGGING AND LEADING KPI’s
Someone you know is overweighted. They want to lose weight.
If they track kg/lbs the measure the result of some efforts; that is a lagging KPI
If they track calorie-intake (food) and minutes of movement (gardening, walking,
sporting) they measure that what causes weightloss; these are leading KPI’s
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8. BRANDING KPI’s
Digital branding KPI’s
Branded search
Direct traffic
Social media FFF (Friends, Fans and Followers)
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9. CONTENT KPI’s
Aim: to measure the engagement with your published content on your website
or app
Bouncerate
Pages per visit
Time on site
Scroll rate
Click rate
Viewrate
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10. SEO KPI’s
Views
Clicks
CTR
Average position
Inbound links
Indexed pages
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11. ORGANIC SOCIAL KPI’s
Engagement (shares/ comments/likes)
Reach (organic)
CTR
Facebook Insights
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12. PAID SEARCH KPI’s
CPC
CTR
eCPM
Unique users (reach)
Impression share
Qualityscore
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13. PAID SOCIAL KPI’s
eCPM
CTR
Reach (unique users)
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17. CONVERSION OPTIMIZATION (CRO)?
What is CRO?
Impact on your conversion rates
Split URL testing
A/B testing
Convince and convert
Cialdini – Principles of Persuasion
Elements – wireframe
Elements – colors
Elements – texts
Elements – forms
Elements – offer / pricing
Statistics
Often made mistakes
Tools
Cases/Inspiration
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18. WHAT IS CRO?
CRO (Conversion Rate Optimization)
Testing what is selling/converting better
Scientific
Trustworthy (significant) with enough data (testsubjects)
What can be tested?
Websites
Native apps
Ads (Facebook / Google)
E-mail (most platforms)
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19. IMPACT ON CONVERSION RATES
Big changes can bring big results
Smaller changes bring smaller results
When to test big changes? (expect first round: 50-400% changes)
New product, proposition, website or new market
Low volume in traffic
Low conversion rates
When to test smaller changes? (expect first round 10-80% changes)
You are already converting at a respectable rate
High volume in traffic
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20. SPLIT URL TESTING
Two (or more) separate URL’s have
a different design and/or
proposition
Traffic gets devided (mostly 50/50)
evenly but has always the exact
same source
You use this variant to test big
changes (wireframe, proposition,
etc)
Low volume websites/webpages
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Image source: Convert.com
21. A/B TESTING
Tested elements are on same URL
Wireframe stays the same
Test variations of elements (button
color, button text, image, copy,
headlines, etc)
Traffic gets evenly divided
High traffic webpages
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22. Convince and convert
Need
Time (save time)
Recognization (social)
Value
Urgent (deal is only today)
Trust (expert, icons of respected organizations)
Ease (to do business with)
Grant / award / liking
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23. Cialdini – Principles of Persuasion
Reciprocity (treat others like you like to be treated)
Scarcity (only 25 seats available)
Authority (all our consultants have a university degree)
Consistency (first ask for a small commitment, then a bigger one)
Liking (it’s easier to do business with someone you like)
Consensus (when uncertain people will look at the actions of others)
https://www.influenceatwork.com/
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24. WIREFRAME TESTING
Positions elements differently
Creates totally different design
Check always mobile screen
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25. COLORS TESTING
Image color
Background color
Button color
Textcolor
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Source: Brightvessel.com
26. TEXT AND COPY TESTING?
Title / Headers
Button text: Order now / Place your order here/ Place order
Copy
Resources:
https://blog.hubspot.com/marketing/persuasive-landing-page-content
https://neilpatel.com/blog/seduce-your-web-visitors/
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27. FORMS Testing
Number of fields
Space and length
Preformatted
Error messages
Context
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+32%
28. OFFER / PRICING TESTING
Examples
Offer higher discount (%) for a longer duration
Add a coupon
Compare to alternatives (better or cheaper)
Change the price format ($2,95 to $2,78)
Add a feature / incentive
Bundling
Upsell / Cross sell offerings
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29. STATISTICS
Why is it important to have a significant test
result?
Coincidence
Eliminate major one time event
https://cxl.com/ab-test-calculator/
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https://vimeo.com/54004040
30. OFTEN MADE MISTAKES
Change the test while it is running
Don’t wait till it’s significant
Change traffic sources
Forget about seasonality
Not running tests for full weeks;
Doing A/B tests without enough traffic (or conversions);
Not basing tests on a hypothesis;
Not sending test data to Google Analytics;
Giving up after the first test fails;
Failing to understand false positives;
Running multiple tests at the same time on overlapping traffic;
Ignoring small gains;
Not running tests all the time;
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31. CRO Tools
Website
Google Optimize
Zoho Pagesense
Omniconvert
Visual Website Optimizer (also native)
Optimizely (also native)
Native apps
Apptimize
Mixpanel
Firebase
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32. CRO Cases / Inspiration / Resources
https://vwo.com/success-stories/
https://www.wunderkind.co/uk/resources/?filter=All
https://wpostats.com/
https://www.wheelofpersuasion.com/
https://neilpatel.com/blog/100-conversion-optimization-case-studies/
https://www.omniconvert.com/case-studies/
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35. Elements of your marketingstack
CRM
CMS
Webanalytics
Advertising
E-mail marketing
Social media
Creative creation
Data platform
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40. Building your marketingstack
Major components you won’t change easily (CRM, webshop, CMS)
For SME’s most often best is to get as much features in a tool as possible (all in one)
Focus on what is vital / existential for your business
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41. Connectors / Data integrators
Zapier
Import2
Piesync
Cart2Cart (webshop platform migration)
WP Fusion (Wordpress Users to CRM, two way sunc)
OneSaas
Workato
Leadsbridge
Apiant
Combidesk
GAconnector
Xplenty
Blendr.io
Automate.io
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43. THE END
Next session Monday, about:
2a: Content marketing
Tomorrow content will be uploaded and send to you by e-mail
Marketing bureau Zwolle
Freelance online marketeer
Freelance SEO specialist
Content marketing bureau
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