how will your online budget yield? - david bintein
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Welcome!
I am David Bintein
http://twitter.com/#!/dbintein
http://www.linkedin.com/in/davidbintein
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What I do?
I manage Lodestar, a medium sized web agency in Ghent
called Lodestar.
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My DNA?
computer scientist marketeer
entrepreneur
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Who are you?
B2B of B2C? profit of non profit?
who uses webanalytics tools? who uses dashboards?
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What is my message today?
Get your funnel (?) right
Segment, compare & improve
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Assumptions
Your “online” goals are set and are aligned with your business
You have a clear view on your target audience
You know what you want to achieve
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First things first! Strategic goals: become the biggest online retailer of…, …
Tactical/operational goals: increase online sales with 30%, …
KPI’s: number of orders, average order value, …
Measure points: thankyou.html, …
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Funnel: work backwards
The Internet
Visitors: 100%
Product: 50% product > details > …
Cart: 20%
Add > size > …
Checkout: 8% Addresse > …
Pay: 2%
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Funnel: Optimize performance Look for the weak spots and optimize via:
- Traffic optimization
- A/B
- Common sense
- …
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Question:
Q: I have more than 1 goal.
A: Off course; but minimize, harmonize & try to use the same unit (preferably € or $)
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The Internet
Visitors: 100%
Product: 50% product > details > …
Cart: 20%
Add > size > …
Checkout: 8% Addresse > …
Pay: 2%
Segment on traffic sources or …
Product: 50% product > details > …
Cart: 20%
Add > size > …
Checkout: 8% Addresse > …
Pay: 2%
Organic Search
Paid Search
Direct Referral Or
- Geographical region
- Product
- Keyword
- Language
- Version 1 / version 2
- …
Product: 50% product > details > …
Cart: 20%
Add > size > …
Checkout: 8% Addresse > …
Pay: 2%
EMEA Americas Asia Other
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Common traffic sources: - Direct
- Search - Organic
- Search - Paid
- Ref. - Social Media
- Ref. - Bannering
- Ref. - E-Mail Internal
- Ref. - E-Mail External
- Other
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Question: Q: Are we set now?
A: Not really. We have control of the flow & we know the visit sources. But we do not know how much a visit (or a visitor achieving a goal) costs.
Q: True, how do I measure costs? A: For some sources (like paid search) it is fairly easy. But for most sources, it is hard & difficult excel labor.
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Ratio example:
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What do we measure?
- The funnel steps: 5
- Sources: 8
- Targets: 5
- Geo markets: 5
- Campaigns: 4
- When? Monthly of course: 12
- Years? At least 2
- Representation? $ or €, #, in %: 3
Equals 5 * 8 * 5 * 5 * 4 * 12 * 2 * 3 = 288000 values
Note: we are not even talking about cost or quality parameters…
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Tips on how to report [1/2]:
Report on the following dimensions:
- Reach
- Quality
- Cost
- Return
- Offline: sales, …
- Competition
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Tips on how to report [2/2]: - Create different reports: management,
operational, detailed, per segment, …
- Be neutral & clear: the reports will be used to get better supplier performance
- Trend or funnel: Both but not in the same report
- Ideal time interval: monthly
- Find good ratios
- Create good graphs
- Use Excel
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Summary - Align with company goals
- Get your funnel right! Don’t forget the funnel starts outside you site
- Segment, compare & improve
- Tweak performance
- Report monthly on the important KPI’s to all levels (even suppliers)
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Thank you, questions?
http://twitter.com/#!/dbintein
http://www.linkedin.com/in/davidbintein
+32 9 235 82 82