Leicester Digital 2019: 5 false assumptions about your online traffic - 2019 edition
•Download as PPTX, PDF•
0 likes•113 views
New insights from analyzing millions of user data point offer you better perspective on digital and enable you to design a more comprehensive digital strategy for your e-commerce business.
Report
Share
More Related Content
Similar to Leicester Digital 2019: 5 false assumptions about your online traffic - 2019 edition
Similar to Leicester Digital 2019: 5 false assumptions about your online traffic - 2019 edition (20)
More from Red Orbit digital marketing
More from Red Orbit digital marketing (20)
Recently uploaded
Recently uploaded (20)
Leicester Digital 2019: 5 false assumptions about your online traffic - 2019 edition
- 1. 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC Andraž Štalec
- 3. Android will soon offer live subtitles on all videos
- 6. €- €50,000.00 €100,000.00 €150,000.00 €200,000.00 €250,000.00 €300,000.00 €350,000.00 €400,000.00 €450,000.00 €500,000.00 Revenue You achieve great results for your client (or company)
- 7. But then sometimes all this results in totally unexpected results Productbrandsusersaresearchingfor Productbrandsusersarebuying Nike Adidas Salomon Nike Adidas Salomon
- 8. We were so wrong 0% brand stickiness 25% brand stickiness 50% brand stickiness Productbrandsusersaresearchingfor Nike Adidas Salomon Nike Adidas Salomon
- 9. Because we fail to see behind the standard reports. MOST FAILURES ARE NOT EVEN CAUSED BY PPC CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS
- 10. IT’S TIME TO DIVE DEEPER AND TO UNDERSTAND WHAT IS REALLY HAPPENING.
- 11. Brand stickiness report Nike has a brand stickiness of 50 %
- 12. Use this report to …. Sitelink extensions For brands with low stickiness include secondary brands as Sitelink extensions. Dynamic remarketing Promote the products users are actually enggaging with on the website. Estabilsh RLSA On brands that are „stilling“ most of the conusmers from the primary brand. Research low stickiness Do you have enough products on stock? Are your prices compepative?
- 13. But do they? THE MOST LOYAL USERS COME FROM DIRECT TRAFFIC
- 14. It’s quite common to see channels like Paid Search, Organic Search and Email outperforming Direct
- 15. 98,70 % of users! IGNORE CONVERTERS FOCUS ON THE ONES WHO DIDN‘T CONVERT
- 16. Use Session Quality report to deliver more actionable insights
- 17. Use Session Quality report to deliver more actionable insights
- 18. WE ARE CREATURES OF HABIT
- 19. BUT MORE OFTEN THAN TO PRODUCTS AND BRANDS, HABITS ARE CONNECTED TO OUR BEHAVIOR
- 20. 50% 50% 75% 25% 25% Display Organic Search Referral Paid Search Email Direct
- 21. Cross-channel CDJ: First interaction is Direct 100% 40.48% 83.42% 18.31% 17.73% 5.14% 11.74% 4.81% First interaction Assisted interactions Last interaction (Other) Direct Display Email Organic Search Paid Search Referral Social Network
- 22. Check out this blog post to learn how to create these reports: https://www.red-orbit.com/blog/e-commerce-cross-channel-consumer-decision-journey-report
- 23. 12 types of search users Nike sneakersNike sneakers Nike sneakers Nike sneakers Nike sneakers Nike sneakers Nike sneakers Nike sneakers
- 24. 12 types of search users https://www.red-orbit.com/blog/12-types-of-google-search-users
- 25. Revenue by channel Online user behavior 2019, Red Orbit 9/2019 [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] Organic Search Paid Search Direct Referral Email (Other) Display Social
- 26. Denial. A coping mechanism that gives you time to adjust to distressing situations. Staying in denial can interfere with your ability to tackle challenges. If you‘re in denial, you‘re trying to protect yourself by refusing to accept the truth about something that‘s happening in your life.
- 28. WHAT DOES THIS HAVE TO DO WITH ANYTHING?
- 29. WE THINK ABOUT E-COMMERCE AND DIGITAL ADVERTISING THE SAME WAY WE THINK ABOUT ASTEROIDS.
- 30. WE DON‘T REALLY DO ANYTHING ABOUT IT AND WE HOPE NOTHING BAD WILL HAPPEN. We know e-commerce is evolving but we don‘t have to change yet.
- 31. WE ASSUME THAT PAST BEHAVIOR IS AN INDICATION OF WHAT IS TO COME. If our revenue grew for the past 3 years, we can plan growth next year as well.
- 32. YOU ARE UNDER SIEGE!
- 33. ADVERTISING PLATFORMS ARE TRYING TO STEAL YOUR CUSTOMERS AND TRAFFIC AND CHARGE YOU FOR IT.
- 34. PRICE COMPARISON ENGINES ARE TRYING TO STEAL YOUR CUSTOMERS AND TRAFFIC AND CHARGE YOU FOR IT.
- 35. COMPETITORS ARE TRYING TO STEAL YOUR MARKET SHARE.
- 36. MARKET CONSOLIDATION TRENDS ARE FAVORING THE BIGGEST PLAYERS ON THE MARKET.
- 37. DISCOUNT DRIVEN MARKET IS EATING AWAY AT YOUR PROFITABILITY.
- 38. SATURATION OF TRADITIONAL MARKETING CHANNELS IS RENDERING YOUR ADVERTISING BUDGETS LESS AND LESS EFFICIENT.
- 39. NOBODY CARES ABOUT YOU, BUT YOU.
- 40. BOTTOM LINE: THIS IS A BAD TIME TO BE A MEDIOCRE E-COMMERCE COMPANY.
- 41. WHERE SHOULD YOU IMPROVE YOUR BUSINESS?
- 42. Work on customer retention and churn prevention. #1: LOCK IN YOUR CUSTOMERS
- 43. Being online is not a USP, nor is having a good price. #2: FIND YOUR USP
- 44. Think beyond the buy: shopping is a omnichannel activity #3: REMOVE EVERY FRICTION
- 45. Swim in a blue ocean #4: INVEST IN NEW CHANNELS & STRATEGIES
- 46. Consumer journeys are too complex and offline is just too important #5: CREATE AND MEASURE OMNICHANNEL EXPERIENCE
- 47. This is where the new battlefront will be. #6: INVEST IN DATA
- 48. FINDING THE ANSWER TO ROPO. We are testing marketing mix modeling to see if we can estimate the impact of different advertising channels.
- 50. UNDERSTAND THE RELATIONSHIP BETWEEN ADVERTISING CHANNELS AND OUTCOMES. We can‘t keep adding more budgets – we need to find a reliable way to redistribute it.
- 52. Growth needs a catalyst NO GROWTH CAN COME FROM STATUS QUO
- 53. Online access Google Search Social media Online payments Mobile Data & prescriptive analytics What fueled growth through time?
- 54. Growth impact & tactics penetration curves Innovators Early adopters Early majority Late majority Laggars
- 55. Take advantage of new tactics & technologies Innovators AI Voice search IOT Early adopters CRO Prescriptive analytics Chatbots Big Data Early majority Video advertising Content marketing Marketing automation Late majority Paid Social SEO Laggars Google Search Social Media marketing Display advertising
- 56. LET‘S MAKE AN IMPACT!
- 57. https://www.slideshare.net/redorbit/LeicesterDigital2019 01 02 03 04 Email andraz@red-orbit.com Twitter @andrazstalec LinkedIn Andraz Stalec Web www.red-orbit.com Download the presentation https://www.red-orbit.com/blog/ Further reading