craig bradford_searchlove london 2013
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You Probably Don’t Need More Traffic
CRAIG BRADFORD
Bounce Rate
Bounce Rate69%
Macro Conversion Rate
Conversion Rate0.06%
6/10,000
Google Organic – 0.06%Referral Traffic – 0.14%
Average Order Value
25% Less Than Site Average
Why Do You Want More Of This Terrible Traffic?
Why Do We Ignore 99% Of Our Traffic?
If You Get 10,000 Visits
Resulting In Only 6 Transactions
The Answer Isn’t To Get Another 10,000 Visits
@CraigBradford
I Have A Problem
I Love Gadgets
I Had To Have It
And I Wanted It On 4G
Signed Up For Pre-Order
Session Based Tracking
Session Based Tracking
Session Based Tracking
Session Based Tracking
3 Visits
3 Unique Visitors
1 Transaction of £500
33% Conversion Rate
Wrong!
Learn To Leverage The 99% That Aren’t Customers
CRAIG BRADFORD
The Customer Journey Is Really Complicated
90% Of People Use Sequential Screens To Complete A Task
RO-PO Effect
How Do We Measure That?
Before I Tell You..
I Have Something I Want To Say…
I Don’t Care About (Not Provided)
Universal Analytics
The Google Analytics terms of service, which all
Google Analytics customers must adhere to,
prohibits sending personally identifiable information
(PII) to Google Analytics.
http://www.google.com/analytics/learn/privacy.html
@CraigBradfordCraig Bradford
You will not upload any data that allows
Google to personally identify an individual
http://dis.tl/18PCo6c
@CraigBradfordCraig Bradford
Mind = Blown
@CraigBradfordCraig Bradford
Universal Analytics Tracks People Not Sessions
How?
Measurement Protocol
Send Footfall Data
Image: http://dis.tl/1fXFfyz
Track Coffee And Tea Consumption
Image: http://dis.tl/1ig8Yzz
Customer Database
User Based Tracking
User Based Tracking
User Based Tracking
User Based Tracking
4 Visits Not 3
1 Unique Visitor Not 3
2 Transactions Not 1
£540 Not £500
100% Conversion Rate Not 33%
But Wait There’s More!
Dimension Widening
How Does This Help Me Make More Money?
Change The Way You Think
Visitors Aren’t Binary
Investing Is Hard?
There’s Only Two Rules To Making Money
“Rule No.1: Never Lose Money. Rule No.2: Never Forget Rule No.1.”
Rule No.1: – Keep The Relationship Alive.
Rule No.2: Never Forget Rule No.1.
Craig Bradford
@CraigBradfordCraig Bradford
I Disagree
ABV
40% ABV?
40% ABV? (Not That One)
AlwaysBe
Valuable
The purpose of a customer isn't to get a sale. The
purpose of a sale is to get a customer.
@CraigBradfordCraig Bradford
MVC(Minimal Viable Conversion)
@CraigBradfordCraig Bradford
0.06% Conversion
Rate
70% Conversion
Rate
1% Conversion
Rate
How?
New Advanced Segments
Cohort Analysis
How Good Is Your PPC Traffic?
@CraigBradfordImage:http://dis.tl/1bhugKC
First Visit In March – Source PPC
@CraigBradfordImage:http://dis.tl/1bhugKC
Cohort Analysis – PPC Loyalty
@CraigBradfordImage Source:http://dis.tl/16uUpbp
Demographic Segments
@CraigBradford
Include Interests
@CraigBradford
Enable Demographic Data
@CraigBradfordhttp://dis.tl/H2VhrN
Replace This line: ga.src = ('https:' == document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js’;
With this line: ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') +
'stats.g.doubleclick.net/dc.js';
Channels Aren’t Binary
GoodBadBadBad
Think Of Your Channels Like A Football Team
Don’t Build A Team Of Attackers
Design The Optimal Defender100 Points:
Marking
Tackling
Shooting
Penalty Taking
Image:http://dis.tl/17jbuDv
Image:http://dis.tl/17jbuDv
100 Points:
Marking - 50
Tackling - 50
Shooting - 0
Penalty Taking - 0
I Don’t Care If He Can’t Score A Penalty
Speed (PPC)
Assist (Social)
UK Market
@CraigBradfordhttp://dis.tl/Hlwpwd
Tech
@CraigBradfordhttp://dis.tl/Hlwpwd
Actions
Sign Up For Google Tag Manager
@CraigBradford
Upgrade To Universal Analytics
@Craigbradfordhttp://dis.tl/H2RgUq
Enable Demographic Data
CraigBradfordhttp://dis.tl/H2VhrN
Try To Use The Measurement Protocol
Get Real Conversion Data
More Accurate Conversion Data
@CraigBradfordCraig Bradford
Push For Login
Use Persistent Cookies
Direct Traffic Gets Too Much Credit
@CraigBradford
The Problem With Direct Traffic
The Problem With Direct Traffic
Direct = $50
Thanks To LunaMetrics, There’s A Solution…
Install Directmonster.js
http://dis.tl/Hgj6x6
Better Insights
@CraigBradfordImage:LunaMetrics
Image/Graph etc.
DirectMonster.js Encodes Referral Data
@CraigBradfordhttp://dis.tl/Hgj6x6
Decodes Referral Data
@CraigBradford
Image/Graph etc.
Start Using The New Advanced Segments
@CraigBradfordImage:Mixpanel
Measure People Not Sessions
AlwaysBe
Valuable
@CraigBradfordCraig Bradford
Establish Your Minimum Viable Conversion
Think Of Your Channels Like A Football Team
