conversion 2016 - lukasz zelezny - effective visitors: converting visitors to clients
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Effective Visitors converting visitors to clients
@LukaszZelezny / uSwitch.com London, UK
Lukasz ZeleznyHead of Organic Acquisition @ uSwitch.com
@LukaszZelezny / uSwitch.com London, UK
- Effective visits (what are they)- Soft Goals (supportive KPIs)- Main KPIs (which to focus on)- How to Report to be understand by CxO level people
@LukaszZelezny / uSwitch.com London, UK
EFFECTIVE VISITS
5
PROTIP:There are two types of
vertical.
Predictable&
Non-Predictable.
@LukaszZelezny / uSwitch.com London, UK
Effective VisitsPredictable Vertical
6
Winter
Spring
Summer
Autumn
Cheap holidays
@LukaszZelezny / uSwitch.com London, UK
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Winter
Spring
Summer
Autumn
Winter tyre
Warm
Cold
Cheap holidays
@LukaszZelezny / uSwitch.com London, UK
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PROTIP:For predictable vertical use
Year over Year (YoY) comparison.
@LukaszZelezny / uSwitch.com London, UK
9
2011 20122010
Cheap holidays
Effective VisitsHolidays – Predictable Vertical over years
@LukaszZelezny / uSwitch.com London, UK
10
2011 20122010
Winter Tyre
Effective VisitsTyre – Predictable Vertical over years
@LukaszZelezny / uSwitch.com London, UK
11
What about non-predictable verticals?
@LukaszZelezny / uSwitch.com London, UK
12
2011 20122010
iPhone
Effective VisitsMobile Handsets – Non-Predictable Vertical over years
@LukaszZelezny / uSwitch.com London, UK
13
Where does the concept of effective visits came from?
@LukaszZelezny / uSwitch.com London, UK
14
The Fear of Bounce Rate
@LukaszZelezny / uSwitch.com London, UK
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PROTIP Bounce Rate may increase
but will not cannibalize!
@LukaszZelezny / uSwitch.com London, UK
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Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)
@LukaszZelezny / uSwitch.com London, UK
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Effective VisitsPulling Data
@LukaszZelezny / uSwitch.com London, UK
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Week #19 in 2012 Week #19 in 2012
-28%
13,4
10 9,674
Week #19 in 2013
@LukaszZelezny / uSwitch.com London, UK
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Week #19 in 2012 Week #19 in 2013Week #19 in 2012 Week #19 in 2013
13,4
10
9,674
+26%
-72%
Effective Visits = Visits – (Visits * BounceRate)
%difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100)@LukaszZelezny / uSwitch.com
London, UK
20
Effective VisitsBuild Custom Segment using Google Analytics
Effective Visits = Visits – (Visits * BounceRate)
@LukaszZelezny / uSwitch.com London, UK
21@LukaszZelezny / uSwitch.comLondon, UK
22@LukaszZelezny / uSwitch.com London, UK
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Effective Visitsconclusions
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;
@LukaszZelezny / uSwitch.com London, UK
KPIs & Goals
@LukaszZelezny / uSwitch.com London, UK
Questions to Answer
@LukaszZelezny / uSwitch.com London, UK
1.Why do you have
a website?
@LukaszZelezny / uSwitch.com London, UK
2.What are your
business objectives?
@LukaszZelezny / uSwitch.com London, UK
3. What are your goals
related to business objectives
@LukaszZelezny / uSwitch.com London, UK
KPIs for a new website
Sessions
Visitors
Effective Sessions
Conversions
@LukaszZelezny / uSwitch.com London, UK
KPIs for an established website
Effective Sessions
Conversions
@LukaszZelezny / uSwitch.com London, UK
KPIs for an SEO department
Searchmetrics Visibility & SEMRush
Traffic
Split between brand / generic keywords
# of keywords that website rank on
@LukaszZelezny / uSwitch.com London, UK
@LukaszZelezny / uSwitch.com London, UK
SearchmetricsData Interpretation
@LukaszZelezny / uSwitch.com London, UK
SearchmetricsData Interpretation
@LukaszZelezny / uSwitch.com London, UK
SearchmetricsData Interpretation
@LukaszZelezny / uSwitch.com London, UK
SearchmetricsData Interpretation
@LukaszZelezny / uSwitch.com London, UK
Google Webmaster ToolsBrand vs Non-Brand
Brand Name: LORTH
@LukaszZelezny / uSwitch.com London, UK
Google Webmaster ToolsBrand vs Non-Brand
Brand Name: LORTH
@LukaszZelezny / uSwitch.com London, UK
Google Webmaster ToolsBrand vs Non-Brand
Brand Name: LORTH
@LukaszZelezny / uSwitch.com London, UK
Google Webmaster ToolsBrand vs Non-Brand Organic Impressions
Brand Name: LORTH
@LukaszZelezny / uSwitch.com London, UK
Google Webmaster ToolsBrand vs Non-Brand Organic Impressions and Clicks
Brand Name: LORTH
@LukaszZelezny / uSwitch.com London, UK
Google Webmaster ToolsBrand vs Non-Brand
Brand Name: LORTH
@LukaszZelezny / uSwitch.com London, UK
Google Webmaster ToolsBrand vs Non-Brand
@LukaszZelezny / uSwitch.com London, UK
KeywordsRanking and Tracking
@LukaszZelezny / uSwitch.com London, UK
KeywordsRanking and Tracking
Supportive KPIs for a new website
Bouncerate
Newsletters signups
Registered users
@LukaszZelezny / uSwitch.com London, UK
How to Report to be understand by
CxO level people?
@LukaszZelezny / uSwitch.com London, UK
Mar-14 -
50,000
100,000
150,000
200,000
250,000
207,288
Organic Traffic - March 2014
Organic Traffic
@LukaszZelezny / uSwitch.com London, UK
Mar-14 -
50,000
100,000
150,000
200,000
250,000
207,288
128,518
Organic Traffic vs Effective Organic Trafic - March 2014
Organic Visits Effective Organic Visits
@LukaszZelezny / uSwitch.com London, UK
@LukaszZelezny / uSwitch.com London, UK
Sessions
Visitors
Effective Sessions
ConversionsJan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
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
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions
@LukaszZelezny / uSwitch.com London, UK
Sessions
Visitors
Effective Sessions
ConversionsJan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
0%
10%
20%
30%
40%
50%
60%
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
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions Bounce Rate
@LukaszZelezny / uSwitch.com London, UK
Sessions
Visitors
Effective Sessions
ConversionsJan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
0%
10%
20%
30%
40%
50%
60%
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
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions Bounce Rate
+ 4.55%
@LukaszZelezny / uSwitch.com London, UK
Sessions
Visitors
Effective Sessions
ConversionsJan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
0%
10%
20%
30%
40%
50%
60%
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
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions Bounce Rate
+ 4.55%
+ 1.26%
@LukaszZelezny / uSwitch.com London, UK
@LukaszZelezny / uSwitch.com London, UK
Opportunities!
@LukaszZelezny / uSwitch.com London, UK
@LukaszZelezny / uSwitch.com London, UK
Opportunities!
@LukaszZelezny / uSwitch.com London, UK
InsurancesCredit CardsBroadbandMobileGas and ElectricityHomepage
@LukaszZelezny / uSwitch.com London, UK
@LukaszZelezny / uSwitch.com London, UK
Thank You @LukaszZelezny
@LukaszZelezny / uSwitch.com London, UK
Lukasz ZeleznyHead of Organic Acquisition @ uSwitch.com
@LukaszZelezny / uSwitch.com London, UK
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