conversion 2016 - lukasz zelezny - effective visitors: converting visitors to clients

Effective Visitors converting visitors to clients

@LukaszZelezny / uSwitch.com London, UK

Lukasz ZeleznyHead of Organic Acquisition @ uSwitch.com


https://twitter.com/LukaszZelezny

- 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


EFFECTIVE VISITS

5

PROTIP:There are two types of

vertical.

Predictable&

Non-Predictable.


Effective VisitsPredictable Vertical

6

Winter

Spring

Summer

Autumn

Cheap holidays


7

Winter

Spring

Summer

Autumn

Winter tyre

Warm

Cold

Cheap holidays


8

PROTIP:For predictable vertical use

Year over Year (YoY) comparison.


9

2011 20122010

Cheap holidays

Effective VisitsHolidays – Predictable Vertical over years


10

2011 20122010

Winter Tyre

Effective VisitsTyre – Predictable Vertical over years


11

What about non-predictable verticals?


12

2011 20122010

iPhone

Effective VisitsMobile Handsets – Non-Predictable Vertical over years


13

Where does the concept of effective visits came from?


14

The Fear of Bounce Rate


15

PROTIP Bounce Rate may increase

but will not cannibalize!


16

Week #19 of 2013 (05-11 May 2013)

Week #19 of 2012 (06-12 May 2012)


17

Effective VisitsPulling Data


18

Week #19 in 2012 Week #19 in 2012

-28%

13,4

10 9,674

Week #19 in 2013


19

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)


21@LukaszZelezny / uSwitch.comLondon, UK

22@LukaszZelezny / uSwitch.com London, UK

23

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;


KPIs & Goals


Questions to Answer


1.Why do you have

a website?


2.What are your

business objectives?


3. What are your goals

related to business objectives


KPIs for a new website

Sessions

Visitors

Effective Sessions

Conversions


KPIs for an established website

Effective Sessions

Conversions


KPIs for an SEO department

Searchmetrics Visibility & SEMRush

Traffic

Split between brand / generic keywords

# of keywords that website rank on



SearchmetricsData Interpretation


Google Webmaster ToolsBrand vs Non-Brand

Brand Name: LORTH


Google Webmaster ToolsBrand vs Non-Brand Organic Impressions

Brand Name: LORTH


Google Webmaster ToolsBrand vs Non-Brand Organic Impressions and Clicks

Brand Name: LORTH



Brand Name: LORTH


KeywordsRanking and Tracking

Supportive KPIs for a new website

Bouncerate

Newsletters signups

Registered users


How to Report to be understand by

CxO level people?


Mar-14 -

50,000

100,000

150,000

200,000

250,000

207,288

Organic Traffic - March 2014

Organic Traffic


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


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


Sessions

Visitors

Effective Sessions


-

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


Sessions Effective Sessions Bounce Rate


Sessions

Visitors

Effective Sessions


-

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



+ 4.55%


Sessions

Visitors

Effective Sessions


-

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



+ 4.55%

+ 1.26%


Opportunities!


InsurancesCredit CardsBroadbandMobileGas and ElectricityHomepage


Thank You @LukaszZelezny


https://twitter.com/lukaszzelezny

https://twitter.com/lukaszzelezny

Lukasz ZeleznyHead of Organic Acquisition @ uSwitch.com


https://twitter.com/LukaszZelezny

conversion 2016 - lukasz zelezny - effective visitors: converting visitors to clients

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