#seslon @sewatch ses london @lukaszzelezny
TRANSCRIPT
Lukasz ZeleznyHead of Organic Acquisition @ uSwitch.com
- 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
EFFECTIVE VISITS
5
PROTIP:
There are two types of
vertical.
Predictable
&
Non-Predictable.
Effective Visits
Predictable Vertical
6
Winter
Spring
Summer
Autumn
Cheap holidays
7
Winter
Spring
Summer
Autumn
Winter tyre
Warm
Cold
Cheap holidays
8
PROTIP:
For predictable vertical use
Year over Year (YoY)
comparison.
9
2011 20122010
Cheap holidays
Effective VisitsHolidays – Predictable Vertical over years
10
2011 20122010
Winter Tyre
Effective VisitsTyre – Predictable Vertical over years
11
What about non-predictable verticals?
12
2011 20122010
iPhone
Effective VisitsMobile Handsets – Non-Predictable Vertical over years
13
Where does the concept of
effective visits came from?
14
The Fear of Bounce Rate
15
PROTIP
Bounce Rate may increase
but will not cannibalize!
16
Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)
17
Effective VisitsPulling Data
18
Week #19 in 2012 Week #19 in 2012
13
,41
0
9,6
74
Week #19 in 2013
Week #19 in 2012 Week #19 in 2012
19
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
20
Effective VisitsBuild Custom Segment using Google Analytics
Effective Visits = Visits – (Visits * BounceRate)
21
22
Effective Visits
conclusions
23
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;
KPIs & Goals
Questions to Answer
1.Why do you have
a website?
2.What are your
business objectives?
3. What are your goals related
to business objectives
KPIs for a new website
KPIs for an established website
KPIs for an SEO department
Supportive KPIs for a new website
How to Report to be understand by
CxO level people?
207,288
-
50,000
100,000
150,000
200,000
250,000
Mar-14
Organic Traffic - March 2014
Organic Traffic
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
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
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
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%
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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