Craig Bradford - Making the most of what you've got

Transcript

1. You Probably Don’t Need More Traffic CRAIG BRADFORD
2. Bounce Rate
3. Bounce Rate 69%
4. Macro Conversion Rate
5. Conversion Rate 0.06%
6. 6/10,000
7. Google Organic – 0.06% Referral Traffic – 0.14%
8. Average Order Value 25% Less Than Site Average
9. Why Do You Want More Of This Terrible Traffic?
11. Why Do We Ignore 99% Of Our Traffic?
12. If You Get 10,000 Visits
13. Resulting In Only 6 Transactions
14. The Answer Isn’t To Get Another 10,000 Visits @CraigBradford
15. I Have A Problem
16. I Love Gadgets
17. I Had To Have It
18. And I Wanted It On 4G
19. Signed Up For Pre-Order
20. Session Based Tracking
21. Session Based Tracking
22. Session Based Tracking
23. • Session Based Tracking 3 Visits 3 Unique Visitors 1 Transaction of £500 33% Conversion Rate
24. Wrong!
25. Learn To Leverage The 99% That Aren’t Customers CRAIG BRADFORD
26. The Customer Journey Is Really Complicated
28. 90% Of People Use Sequential Screens To Complete A Task
29. RO-PO Effect
30. How Do We Measure That?
31. Before I Tell You..
32. I Have Something I Want To Say…
33. I Don’t Care About (Not Provided)
35. Universal Analytics
36. 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 @CraigBradford Craig Bradford
37. You will not upload any data that allows Google to personally identify an individual http://dis.tl/18PCo6c @CraigBradford Craig Bradford
38. Mind = Blown @CraigBradford Craig Bradford
39. Universal Analytics Tracks People Not Sessions
40. How?
41. Measurement Protocol
42. Send Footfall Data Image: http://dis.tl/1fXFfyz
43. Track Coffee And Tea Consumption Image: http://dis.tl/1ig8Yzz
44. Customer Database
45. User Based Tracking
46. User Based Tracking
47. User Based Tracking
48. User Based Tracking
49. 4 Visits Not 3 1 Unique Visitor Not 3 2 Transactions Not 1 £540 Not £500 100% Conversion Rate Not 33%
50. But Wait There’s More!
51. Dimension Widening
52. How Does This Help Me Make More Money?
53. Change The Way You Think
54. Visitors Aren’t Binary
55. Investing Is Hard?
56. There’s Only Two Rules To Making Money
57. “Rule No.1: Never Lose Money. Rule No.2: Never Forget Rule No.1.”
58. Rule No.1: – Keep The Relationship Alive. Rule No.2: Never Forget Rule No.1. Craig Bradford @CraigBradford Craig Bradford
60. I Disagree
61. A B V
62. 40% ABV?
63. 40% ABV? (Not That One)
64. Always Be Valuable
65. The purpose of a customer isn't to get a sale. The purpose of a sale is to get a customer. @CraigBradford Craig Bradford
66. MVC (Minimal Viable Conversion)
67. @CraigBradford Craig Bradford 0.06% Conversion Rate
68. 70% Conversion Rate
69. 1% Conversion Rate
70. How?
71. New Advanced Segments
72. Cohort Analysis
73. How Good Is Your PPC Traffic? @CraigBradford Image:http://dis.tl/1bhugKC
74. First Visit In March – Source PPC @CraigBradford Image:http://dis.tl/1bhugKC
75. Cohort Analysis – PPC Loyalty @CraigBradford Image Source:http://dis.tl/16uUpbp
76. Demographic Segments @CraigBradford
77. Include Interests @CraigBradford
78. Enable Demographic Data @CraigBradford http://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';
79. Channels Aren’t Binary
81. Think Of Your Channels Like A Football Team
82. Don’t Build A Team Of Attackers
83. Design The Optimal Defender 100 Points: Marking Tackling Shooting Penalty Taking Image:http://dis.tl/17jbuDv
84. Image:http://dis.tl/17jbuDv 100 Points: Marking - 50 Tackling - 50 Shooting - 0 Penalty Taking - 0
85. I Don’t Care If He Can’t Score A Penalty
86. Speed (PPC)
87. Assist (Social)
89. UK Market @CraigBradford http://dis.tl/Hlwpwd
90. Tech @CraigBradford http://dis.tl/Hlwpwd
91. Actions
92. Sign Up For Google Tag Manager @CraigBradford
93. Upgrade To Universal Analytics @Craigbradford http://dis.tl/H2RgUq
94. Enable Demographic Data CraigBradford http://dis.tl/H2VhrN
95. Try To Use The Measurement Protocol
96. Get Real Conversion Data
97. More Accurate Conversion Data @CraigBradford Craig Bradford
98. Push For Login
99. Use Persistent Cookies
100. Direct Traffic Gets Too Much Credit @CraigBradford
101. The Problem With Direct Traffic
102. • The Problem With Direct Traffic Direct = $50
103. Thanks To LunaMetrics, There’s A Solution…
104. Install Directmonster.js http://dis.tl/Hgj6x6
105. Better Insights @CraigBradford Image:LunaMetrics
106. DirectMonster.js Encodes Referral Data @CraigBradford http://dis.tl/Hgj6x6
107. Decodes Referral Data @CraigBradford
108. Start Using The New Advanced Segments @CraigBradford Image:Mixpanel
109. Measure People Not Sessions
110. Always Be Valuable
111. @CraigBradford Craig Bradford Establish Your Minimum Viable Conversion
112. Think Of Your Channels Like A Football Team
113. Thanks. Any questions? CRAIG BRADFORD craig.bradford@distilled.net @CraigBradford