Download - Craig Bradford_SearchLove London 2013
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You Probably Don’t Need More Traffic
CRAIG BRADFORD
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Bounce Rate
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Bounce Rate69%
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Macro Conversion Rate
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Conversion Rate0.06%
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6/10,000
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Google Organic – 0.06%Referral Traffic – 0.14%
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Average Order Value
25% Less Than Site Average
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Why Do You Want More Of This Terrible Traffic?
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Why Do We Ignore 99% Of Our Traffic?
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If You Get 10,000 Visits
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Resulting In Only 6 Transactions
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The Answer Isn’t To Get Another 10,000 Visits
@CraigBradford
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I Have A Problem
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I Love Gadgets
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I Had To Have It
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And I Wanted It On 4G
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Signed Up For Pre-Order
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Session Based Tracking
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Session Based Tracking
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Session Based Tracking
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Session Based Tracking
3 Visits
3 Unique Visitors
1 Transaction of £500
33% Conversion Rate
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Wrong!
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Learn To Leverage The 99% That Aren’t Customers
CRAIG BRADFORD
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The Customer Journey Is Really Complicated
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90% Of People Use Sequential Screens To Complete A Task
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RO-PO Effect
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How Do We Measure That?
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Before I Tell You..
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I Have Something I Want To Say…
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I Don’t Care About (Not Provided)
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Universal Analytics
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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
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You will not upload any data that allows
Google to personally identify an individual
http://dis.tl/18PCo6c
@CraigBradfordCraig Bradford
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Mind = Blown
@CraigBradfordCraig Bradford
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Universal Analytics Tracks People Not Sessions
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How?
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Measurement Protocol
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Send Footfall Data
Image: http://dis.tl/1fXFfyz
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Track Coffee And Tea Consumption
Image: http://dis.tl/1ig8Yzz
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Customer Database
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User Based Tracking
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User Based Tracking
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User Based Tracking
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User Based Tracking
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4 Visits Not 3
1 Unique Visitor Not 3
2 Transactions Not 1
£540 Not £500
100% Conversion Rate Not 33%
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But Wait There’s More!
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Dimension Widening
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How Does This Help Me Make More Money?
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Change The Way You Think
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Visitors Aren’t Binary
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Investing Is Hard?
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There’s Only Two Rules To Making Money
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“Rule No.1: Never Lose Money. Rule No.2: Never Forget Rule No.1.”
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Rule No.1: – Keep The Relationship Alive.
Rule No.2: Never Forget Rule No.1.
Craig Bradford
@CraigBradfordCraig Bradford
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I Disagree
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ABV
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40% ABV?
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40% ABV? (Not That One)
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AlwaysBe
Valuable
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The purpose of a customer isn't to get a sale. The
purpose of a sale is to get a customer.
@CraigBradfordCraig Bradford
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MVC(Minimal Viable Conversion)
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@CraigBradfordCraig Bradford
0.06% Conversion
Rate
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70% Conversion
Rate
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1% Conversion
Rate
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How?
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New Advanced Segments
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Cohort Analysis
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How Good Is Your PPC Traffic?
@CraigBradfordImage:http://dis.tl/1bhugKC
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First Visit In March – Source PPC
@CraigBradfordImage:http://dis.tl/1bhugKC
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Cohort Analysis – PPC Loyalty
@CraigBradfordImage Source:http://dis.tl/16uUpbp
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Demographic Segments
@CraigBradford
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Include Interests
@CraigBradford
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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';
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Channels Aren’t Binary
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GoodBadBadBad
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Think Of Your Channels Like A Football Team
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Don’t Build A Team Of Attackers
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Design The Optimal Defender100 Points:
Marking
Tackling
Shooting
Penalty Taking
Image:http://dis.tl/17jbuDv
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Image:http://dis.tl/17jbuDv
100 Points:
Marking - 50
Tackling - 50
Shooting - 0
Penalty Taking - 0
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I Don’t Care If He Can’t Score A Penalty
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Speed (PPC)
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Assist (Social)
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UK Market
@CraigBradfordhttp://dis.tl/Hlwpwd
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Tech
@CraigBradfordhttp://dis.tl/Hlwpwd
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Actions
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Sign Up For Google Tag Manager
@CraigBradford
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Upgrade To Universal Analytics
@Craigbradfordhttp://dis.tl/H2RgUq
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Enable Demographic Data
CraigBradfordhttp://dis.tl/H2VhrN
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Try To Use The Measurement Protocol
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Get Real Conversion Data
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More Accurate Conversion Data
@CraigBradfordCraig Bradford
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Push For Login
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Use Persistent Cookies
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Direct Traffic Gets Too Much Credit
@CraigBradford
![Page 101: Craig Bradford_SearchLove London 2013](https://reader033.vdocument.in/reader033/viewer/2022061300/54c656204a7959e8238b4620/html5/thumbnails/101.jpg)
The Problem With Direct Traffic
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The Problem With Direct Traffic
Direct = $50
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Thanks To LunaMetrics, There’s A Solution…
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Install Directmonster.js
http://dis.tl/Hgj6x6
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Better Insights
@CraigBradfordImage:LunaMetrics
Image/Graph etc.
![Page 106: Craig Bradford_SearchLove London 2013](https://reader033.vdocument.in/reader033/viewer/2022061300/54c656204a7959e8238b4620/html5/thumbnails/106.jpg)
DirectMonster.js Encodes Referral Data
@CraigBradfordhttp://dis.tl/Hgj6x6
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Decodes Referral Data
@CraigBradford
Image/Graph etc.
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Start Using The New Advanced Segments
@CraigBradfordImage:Mixpanel
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Measure People Not Sessions
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AlwaysBe
Valuable
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@CraigBradfordCraig Bradford
Establish Your Minimum Viable Conversion
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Think Of Your Channels Like A Football Team