Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

SEM Days 2015: Growth hacking your digital marketing

810 vues

Publié le

At the end results are the only thing that matters. You need to ask yourselves how does my digital revenue stream look like? How can I establish advanced digital metrics and define KPIs to understand my customers better? How can I track them through whole consumer decision journey? Which areas should I focus on to improve my business results? Looking through the eyes of an CEO and adviser to numerous companies in the field of digital, participants will receive precious advice on how to growth hack their digital marketing.

Publié dans : Formation
  • Identifiez-vous pour voir les commentaires

SEM Days 2015: Growth hacking your digital marketing

  1. 1. Andraž Štalec @andrazstalec GROWTH HACKING YOUR DIGITAL MARKETING
  2. 2. THERE IS NONE!
  3. 3. 1 2 3 4
  4. 4. The Plan 1. Build a website 2. Put ecommerce on it 3. Get tons of free traffic 4. Get rich 5. Party with 3 sexy ladies 6. Party some more 7. Get even richer 8. Move to Dracula castle 9. Transform to vampire 10. Live forever long
  5. 5. 100 VISITS - 1 PURCHASE - 100 € IT SUCKS
  6. 6. WE NEED MORE TRAFFIC LET‘S START TO ADVERTISE 2.500 € investment | CPC = 0,25 € | 10.000 clicks
  7. 7. 10.000 VISITS - 5 PURCHASES - 500 € IT STILL SUCKS
  8. 8. ROI -80 %
  9. 9. PAUSE ALL ADVERTISING CAMPAIGNS IT‘S NOT WORKING … BUT AT LEAST WE BUILT SOME BRAND AWARENESS
  10. 10. 100 VISITS - 1 PURCHASE - 100 € WTF*?!
  11. 11. ZAPPOS Revenue = $1.000.000.000
  12. 12. WTF SERIOUSLY
  13. 13. HOW THE F***??? How to increase revenue and profits?
  14. 14. INCREASE AVERAGE PURCHASE VALUE INCREASE TRAFFIC DECREASE CPA INCREASE CONVER. RATE DECREASE BOUNCE RATE IT‘S WEATHER RELATED IT‘S ALL ABOUT THE PAY DAY ADD PRODUCT RATINGS INCREASE PER SESSION VALUE DAY OF THE WEEK IT‘S THE MOON INCREASE USER RETENTION ADD COMPARE PRODUCTS INCREASE AVERAGE QUANTITY INCREASE AVERAGE UNIT PRICE INCREASE TIME ON SITE INCREASE READ RATE ADD SOCIAL ACTIONS How to do it?
  15. 15. 5 MILLION SESSIONS 130 MILLION DATA POINTS 12 MONTHS OF DATA
  16. 16. BOUNCE RATE Arrogant bastard, who‘s not as important as it seems.
  17. 17. WEATHER On the internet it is always sunny and 28°C.
  18. 18. THE MOON Sorry dear, I was moonwalking (and I was without € 100).
  19. 19. REVENUE PER SESSION You are worth 0,56 €.
  20. 20. NUMBER OF SESSIONS »Supersize me«.
  21. 21. AVERAGE ORDER VALUE Two pears and an apple.
  22. 22. CONVERSION RATE Everything is OK, but I won‘t buy it.
  23. 23. THE DAY OF THE MONTH Pay day. Let's go shopping!
  24. 24. REVIEWS COMPARE PRODUCTS SAVE TO WISH LIST CHECK STOCK Not really connected to Add to cart
  25. 25. REVENUE R2 = 0,947 R2 = 0,831 REVENUE PER VISITOR R2 = 0,961 R2 = 0,353 AVERAGE ORDER VALUE R2 = 0,754 CONVERSION RATE R2 = 0,570 ADD-TO-CART CONVERSION RATE R2 = 0,225 VISITORS USER AQUISITION USER RETENTION Ecommerce revenue streams
  26. 26. CONDUCT A BUSINESS OVERVIEW
  27. 27. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  28. 28. REVENUE 1.000 € REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 100,00 € AVERAGE QUANTITY AVERAGE PER UNIT PRICE CONVERSION RATE 1,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 1.000 USER AQUISITION USER RETENTION Ecommerce revenue streams
  29. 29. MINIMAL SUCCESS VOLUME ~ 10.000 VISITORS
  30. 30. PROFIT REVENUE COSTS COGS CPA CPC CR OTHER COSTS Ecommerce profitability
  31. 31. PROFIT REVENUE 10 € COSTS COGS CPA 10 € CPC 0,10 € CR 1 % OTHER COSTS Ecommerce profitability
  32. 32. GROWTH HACKING
  33. 33. My ultimate success line (until now)
  34. 34. Dreaming about Growth hacking
  35. 35. Periods where progress is minimal Periods of significant progress Growth hacking in Real life
  36. 36. MEASURE ANALYZE OPTIMIZE DELIVER RESULTS How to do it?
  37. 37. FIND WEAK POINTS
  38. 38. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  39. 39. Why do so many users leave the cart? Are users changing the contents of the cart? How can we improve user experience? Funnel Visualization
  40. 40. Where should you spend your efforts?
  41. 41. 21% of users return from Delivery back to Review. What is the cause? 18% of users return from Summary to Choice of payment methods. What is the cause? Goal Flow
  42. 42. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  43. 43. How is traffic distributed between channels? Google AdWords has the highest CR and lowest BR Aquisition Overview
  44. 44. Sessions - Ecommerce CR Treemap
  45. 45. Top Landing Pages
  46. 46. Mobile Usage
  47. 47. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  48. 48. Top Exit Pages
  49. 49. The most visited page has a high Exit rateBehaviour Flow
  50. 50. Below average CTR Fold-line for 95% of users In-Page Analytics
  51. 51. Site Search
  52. 52. REVENUE 2,0 M REVENUE PER VISITOR 1,00 € AVERAGE ORDER VALUE 50,00 € AVERAGE QUANTITY 2,00 AVERAGE PER UNIT PRICE 25,00 € CONVERSION RATE 2,00 % NUMBER OF STEPS AVERAGE COMPLETION RATE VISITORS 2,0 M USER AQUISITION 1,5 M USER RETENTION 33 % Ecommerce revenue streams
  53. 53. Most valuable user category
  54. 54. PERSUASIONAL AWARENESS CAMPAIGNS TRANSACTIONAL CONVERSION CAMPAIGNS PREFERENCE CAMPAIGNSINFORMATIONAL DO THINK SEE Optimize for all stages of CDJ
  55. 55. BUILD IMPROVEMENT PLAN
  56. 56. EXPERIMENT GOALS Increase advertising budget for high-end categories OPTIMIZATION GOALS Increase AOV BUSINESS UNIT GOALS Improve RPV COMPANY METRIC Increase revenue
  57. 57. Improve RPV Change CPC bids Ad Group #1 Ad Group #2 Ad Group #3 Change AvgPos Ad Group #1 Ad Group #2 Ad Group #3 Change LP Ad Group #1 Ad Group #2 Ad Group #3 Split Ad Groups Ad Group #1 Ad Group #2 Ad Group #3 Change targeting Ad Group #1 Ad Group #2 Ad Group #3 Change copy Ad Group #1 Ad Group #2 Ad Group #3 Change KW Ad Group #1 Ad Group #2 Ad Group #3 Add negative KW Ad Group #1 Ad Group #2 Ad Group #3 Add bid adjustments Ad Group #1 Ad Group #2 Ad Group #3 Building Improvement Plan
  58. 58. Analytics & Benchmarking Technical & „Political“ Visits & Costs EASE IMPORTANCE POTENTIAL Ad Group #1 Ad Group #2 Ad Group #3 PIE Framework
  59. 59. Improve RPV Change CPC bids Ad Group #1 Ad Group #2 Ad Group #3 Change AvgPos Ad Group #1 Ad Group #2 Ad Group #3 Change LP Ad Group #1 Ad Group #2 Ad Group #3 Split Ad Groups Ad Group #1 Ad Group #2 Ad Group #3 Change targeting Ad Group #1 Ad Group #2 Ad Group #3 Change copy Ad Group #1 Ad Group #2 Ad Group #3 Change KW Ad Group #1 Ad Group #2 Ad Group #3 Add negative KW Ad Group #1 Ad Group #2 Ad Group #3 Add bid adjustments Ad Group #1 Ad Group #2 Ad Group #3 Building Improvement Plan
  60. 60. BEING A CASH MACHINE
  61. 61. Projected Incremental Value = (RPV of improved campaign x expected traffic over a given period) - (RPV of original x expected traffic over same period) VISITORS 100 K REVENUE PER VISITOR 1,00 € REVENUE PER VISITOR 1,50 € VISITORS 100.000 VISITORS 100.000 ADDITIONAL REVENUE 50.000 € Increased revenue calculation
  62. 62. Thank you andraz.stalec@red-orbit.com

×