#seslon @sewatch ses london @lukaszzelezny
TRANSCRIPT
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Lukasz ZeleznyHead of Organic Acquisition @ uSwitch.com
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- Effective visits (what are they)- Soft Goals (supportive KPIs- why are they important)- KPIs (which to focus on)- How to Report to be understand by CxO level people
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EFFECTIVE VISITS
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PROTIP:
There are two types of
vertical.
Predictable
&
Non-Predictable.
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Effective Visits
Predictable Vertical
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Winter
Spring
Summer
Autumn
Cheap holidays
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Winter
Spring
Summer
Autumn
Winter tyre
Warm
Cold
Cheap holidays
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PROTIP:
For predictable vertical use
Year over Year (YoY)
comparison.
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2011 20122010
Cheap holidays
Effective VisitsHolidays – Predictable Vertical over years
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2011 20122010
Winter Tyre
Effective VisitsTyre – Predictable Vertical over years
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What about non-predictable verticals?
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2011 20122010
iPhone
Effective VisitsMobile Handsets – Non-Predictable Vertical over years
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Where does the concept of
effective visits came from?
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The Fear of Bounce Rate
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PROTIP
Bounce Rate may increase
but will not cannibalize!
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Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)
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Effective VisitsPulling Data
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Week #19 in 2012 Week #19 in 2012
13
,41
0
9,6
74
Week #19 in 2013
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Week #19 in 2012 Week #19 in 2012
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Week #19 in 2012 Week #19 in 2013
13
,41
0
9,6
74
Effective Visits = Visits – (Visits * BounceRate)
%difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100)
Week #19 in 2013
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Effective VisitsBuild Custom Segment using Google Analytics
Effective Visits = Visits – (Visits * BounceRate)
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Effective Visits
conclusions
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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;
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KPIs & Goals
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Questions to Answer
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1.Why do you have
a website?
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2.What are your
business objectives?
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3. What are your goals related
to business objectives
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KPIs for a new website
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KPIs for an established website
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KPIs for an SEO department
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Supportive KPIs for a new website
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How to Report to be understand by
CxO level people?
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207,288
-
50,000
100,000
150,000
200,000
250,000
Mar-14
Organic Traffic - March 2014
Organic Traffic
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207,288
128,518
-
50,000
100,000
150,000
200,000
250,000
Mar-14
Organic Traffic vs Effective Organic Trafic - March 2014
Organic Visits Effective Organic Visits
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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
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions
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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
0%
10%
20%
30%
40%
50%
60%
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions Bounce Rate
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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
0%
10%
20%
30%
40%
50%
60%
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions Bounce Rate
+ 4.55%
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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
0%
10%
20%
30%
40%
50%
60%
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions Bounce Rate
+ 4.55%
+ 1.26%
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Opportunities!
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Opportunities!
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Insurances
Credit Cards
BroadbandMobile
Gas and Electricity
Homepage
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