#SESLON @SeWatch SES London @LukaszZelezny
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#SESLON @SeWatch SES London @LukaszZelezny
- 2. Lukasz Zelezny Head of Organic Acquisition @ uSwitch.com
- 3. - Effective visits (what are they) - Soft Goals (supportive KPIs- why are they important) - KPIs (which to focus on) - How to Report to be understand by CxO level people
- 5. 5 PROTIP: There are two types of vertical. Predictable & Non-Predictable.
- 8. 8 PROTIP: For predictable vertical use Year over Year (YoY) comparison.
- 9. 9 2011 20122010 Cheap holidays Effective Visits Holidays – Predictable Vertical over years
- 10. 10 2011 20122010 Winter Tyre Effective Visits Tyre – Predictable Vertical over years
- 11. 11 What about non-predictable verticals?
- 12. 12 2011 20122010 iPhone Effective Visits Mobile Handsets – Non-Predictable Vertical over years
- 13. 13 Where does the concept of effective visits came from?
- 14. 14 The Fear of Bounce Rate
- 15. 15 PROTIP Bounce Rate may increase but will not cannibalize!
- 16. 16 Week #19 of 2013 (05-11 May 2013) Week #19 of 2012 (06-12 May 2012)
- 18. 18 Week #19 in 2012 Week #19 in 2012 13,410 9,674 Week #19 in 2013
- 19. Week #19 in 2012 Week #19 in 2012 19 Week #19 in 2012 Week #19 in 2013 13,410 9,674 Effective Visits = Visits – (Visits * BounceRate) %difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100) Week #19 in 2013
- 20. 20 Effective Visits Build Custom Segment using Google Analytics Effective Visits = Visits – (Visits * BounceRate)
- 21. 21
- 22. 22
- 23. Effective Visits conclusions 23 Why to use Effective Visits: - represents a real quality of traffic and its value; - reflects to On Page optimization; - reflects to Conversion Rate Optimization (CRO); - helps senior management to understand better SEO benefits How to use Effective Visits: - explain how it works; - setup clear goals; - be brave and enjoy;
- 24. KPIs & Goals
- 26. 1. Why do you have a website?
- 27. 2. What are your business objectives?
- 28. 3. What are your goals related to business objectives
- 29. KPIs for a new website
- 30. KPIs for an established website
- 31. KPIs for an SEO department
- 32. Supportive KPIs for a new website
- 33. How to Report to be understand by CxO level people?
- 34. 207,288 - 50,000 100,000 150,000 200,000 250,000 Mar-14 Organic Traffic - March 2014 Organic Traffic
- 35. 207,288 128,518 - 50,000 100,000 150,000 200,000 250,000 Mar-14 Organic Traffic vs Effective Organic Trafic - March 2014 Organic Visits Effective Organic Visits
- 37. 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions
- 38. 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 0% 10% 20% 30% 40% 50% 60% - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions Bounce Rate
- 39. 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 0% 10% 20% 30% 40% 50% 60% - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions Bounce Rate + 4.55%
- 40. 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 0% 10% 20% 30% 40% 50% 60% - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions Bounce Rate + 4.55% + 1.26%
- 42. Opportunities!
- 44. Opportunities!
Notes de l'éditeur
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- Lots of frustrations in Q3 and half of Q4 will come
- However reporting MoM make sense during Q1 and Q2 then reporting on WoW or MoM doesn’t make sense in Q3 and Q4
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- Lots of frustrations in Q3 and half of Q4 will come
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- Present Visits and BounceRate
- Do you have dedicated profile ? No? Do you want to select non-paid traffic for whole website ? Do you want to select non-paid traffic for specific part of website ? Do no compare long periods away from each other (distance) if sampling is a problem and large amount of reports use Google Analytics Pro
- Do you have dedicated profile ? No? Do you want to select non-paid traffic for whole website ? Do you want to select non-paid traffic for specific part of website ? Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
- Do you have dedicated profile ? No? Do you want to select non-paid traffic for whole website ? Do you want to select non-paid traffic for specific part of website ? Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
- Lots of frustrations in Q3 and half of Q4 will come
- Lots of frustrations in Q3 and half of Q4 will come
- Lots of frustrations in Q3 and half of Q4 will come
- Do you have dedicated profile ? No? Do you want to select non-paid traffic for whole website ? Do you want to select non-paid traffic for specific part of website ? Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro