New insights from analyzing millions of user data point offer you better perspective on digital and enable you to design a more comprehensive digital strategy for your e-commerce business.

1. 5 FALSE ASSUMPTIONS
ABOUT YOUR ONLINE TRAFFIC
Andraž Štalec

3. Android will soon offer live subtitles on all videos

6. €-
€50,000.00
€100,000.00
€150,000.00
€200,000.00
€250,000.00
€300,000.00
€350,000.00
€400,000.00
€450,000.00
€500,000.00
Revenue
You achieve great results for your client (or company)

7. But then sometimes all this results in totally unexpected results
Productbrandsusersaresearchingfor
Productbrandsusersarebuying
Nike
Adidas
Salomon
Nike
Adidas
Salomon

8. We were so wrong
0%
brand stickiness
25%
brand stickiness
50%
brand stickiness
Productbrandsusersaresearchingfor
Nike
Adidas
Salomon
Nike
Adidas
Salomon

9. Because we fail to see behind the standard reports.
MOST FAILURES ARE NOT EVEN CAUSED BY PPC
CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS

10. IT’S TIME TO DIVE DEEPER AND TO UNDERSTAND WHAT IS
REALLY HAPPENING.

11. Brand stickiness report
Nike has a brand
stickiness of 50 %

12. Use this report to ….
Sitelink extensions
For brands with low stickiness include
secondary brands as Sitelink extensions.
Dynamic remarketing
Promote the products users are actually
enggaging with on the website.
Estabilsh RLSA
On brands that are „stilling“ most of the
conusmers from the primary brand.
Research low stickiness
Do you have enough products on stock?
Are your prices compepative?

13. But do they?
THE MOST LOYAL USERS COME FROM DIRECT TRAFFIC

14. It’s quite common to see channels like Paid Search, Organic Search and Email
outperforming Direct

15. 98,70 % of users!
IGNORE CONVERTERS
FOCUS ON THE ONES WHO DIDN‘T CONVERT

16. Use Session Quality report to deliver more actionable insights

17. Use Session Quality report to deliver more actionable insights

18. WE ARE CREATURES OF HABIT

19. BUT MORE OFTEN THAN TO PRODUCTS AND BRANDS,
HABITS ARE CONNECTED TO OUR BEHAVIOR

20. 50%
50%
75%
25% 25%
Display Organic Search Referral Paid Search Email Direct

21. Cross-channel CDJ: First interaction is Direct
100%
40.48%
83.42%
18.31%
17.73%
5.14%
11.74%
4.81%
First interaction Assisted interactions Last interaction
(Other) Direct Display Email Organic Search Paid Search Referral Social Network

22. Check out this blog post to learn how to create these reports:
https://www.red-orbit.com/blog/e-commerce-cross-channel-consumer-decision-journey-report

23. 12 types of search users
Nike sneakersNike
sneakers
Nike
sneakers
Nike
sneakers
Nike
sneakers
Nike sneakers Nike
sneakers
Nike
sneakers

24. 12 types of search users
https://www.red-orbit.com/blog/12-types-of-google-search-users

25. Revenue by channel
Online user behavior 2019, Red Orbit 9/2019
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE] [CELLRANGE] [CELLRANGE]
[CELLRANGE] [CELLRANGE]
Organic Search Paid Search Direct Referral Email (Other) Display Social

26. Denial.
A coping mechanism that gives you time to adjust to
distressing situations.
Staying in denial can interfere with your ability to
tackle challenges.
If you‘re in denial, you‘re trying to protect yourself by
refusing to accept the truth about something
that‘s happening in your life.

28. WHAT DOES THIS HAVE TO DO WITH ANYTHING?

29. WE THINK ABOUT E-COMMERCE AND DIGITAL
ADVERTISING THE SAME WAY WE
THINK ABOUT ASTEROIDS.

30. WE DON‘T REALLY DO ANYTHING ABOUT IT
AND WE HOPE NOTHING BAD WILL HAPPEN.
We know e-commerce is evolving but we don‘t have to change yet.

31. WE ASSUME THAT PAST BEHAVIOR IS AN
INDICATION OF WHAT IS TO COME.
If our revenue grew for the past 3 years, we can plan growth next year as well.

32. YOU ARE UNDER SIEGE!

33. ADVERTISING PLATFORMS ARE TRYING
TO STEAL YOUR CUSTOMERS AND TRAFFIC
AND CHARGE YOU FOR IT.

34. PRICE COMPARISON ENGINES ARE TRYING
TO STEAL YOUR CUSTOMERS AND TRAFFIC
AND CHARGE YOU FOR IT.

35. COMPETITORS ARE TRYING TO
STEAL YOUR MARKET SHARE.

36. MARKET CONSOLIDATION TRENDS ARE
FAVORING THE BIGGEST PLAYERS
ON THE MARKET.

37. DISCOUNT DRIVEN MARKET IS EATING
AWAY AT YOUR PROFITABILITY.

38. SATURATION OF TRADITIONAL MARKETING
CHANNELS IS RENDERING YOUR ADVERTISING
BUDGETS LESS AND LESS EFFICIENT.

39. NOBODY CARES ABOUT YOU,
BUT YOU.

40. BOTTOM LINE: THIS IS A BAD TIME
TO BE A MEDIOCRE E-COMMERCE COMPANY.

41. WHERE SHOULD YOU IMPROVE YOUR BUSINESS?

42. Work on customer retention and churn prevention.
#1: LOCK IN YOUR CUSTOMERS

43. Being online is not a USP, nor is having a good price.
#2: FIND YOUR USP

44. Think beyond the buy: shopping is a omnichannel activity
#3: REMOVE EVERY FRICTION

45. Swim in a blue ocean
#4: INVEST IN NEW CHANNELS & STRATEGIES

46. Consumer journeys are too complex and offline is just too important
#5: CREATE AND MEASURE OMNICHANNEL EXPERIENCE

47. This is where the new battlefront will be.
#6: INVEST IN DATA

48. FINDING THE ANSWER TO ROPO.
We are testing marketing mix modeling to see if we can estimate
the impact of different advertising channels.

50. UNDERSTAND THE RELATIONSHIP BETWEEN
ADVERTISING CHANNELS AND OUTCOMES.
We can‘t keep adding more budgets – we need to
find a reliable way to redistribute it.

52. Growth needs a catalyst
NO GROWTH CAN COME FROM STATUS QUO

53. Online access
Google Search
Social media
Online payments
Mobile
Data &
prescriptive
analytics
What fueled growth through time?

54. Growth impact & tactics penetration curves
Innovators Early adopters Early majority Late majority Laggars

55. Take advantage of new tactics & technologies
Innovators
AI
Voice search
IOT
Early adopters
CRO
Prescriptive analytics
Chatbots
Big Data
Early majority
Video advertising
Content marketing
Marketing automation
Late majority
Paid Social
SEO
Laggars
Google Search
Social Media marketing
Display advertising

56. LET‘S MAKE AN IMPACT!

57. https://www.slideshare.net/redorbit/LeicesterDigital2019
01 02 03 04
Email
andraz@red-orbit.com
Twitter
@andrazstalec
LinkedIn
Andraz Stalec
Web
www.red-orbit.com
Download the presentation
https://www.red-orbit.com/blog/
Further reading