5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC

Andraž Štalec

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Revenue

You achieve great results for your client (or company)

But then sometimes all this results in totally unexpected results

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25%brand stickiness

50%brand stickinessP

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Because we fail to see behind the standard reports.

MOST FAILURES ARE NOT EVEN CAUSED BY PPC CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS

IT’S TIME TO DIVE DEEPER AND TO UNDERSTAND WHAT IS REALLY HAPPENING.

Brand stickiness report

Nike has a brand stickiness of 50 %

Use this report to ….

Sitelink extensionsFor brands with low stickiness include

secondary brands as Sitelink extensions.

Dynamic remarketingPromote the products users are actuallyenggaging with on the website.

Estabilsh RLSAOn brands that are „stilling“ most of theconusmers from the primary brand.

Research low stickinessDo you have enough products on stock? Are your prices compepative?

But do they?

THE MOST LOYAL USERS COME FROM DIRECT TRAFFIC

It’s quite common to see channels like Paid Search, Organic Search and Emailoutperforming Direct

98,70 % of users!

IGNORE CONVERTERSFOCUS ON THE ONES WHO DIDN‘T CONVERT

Use Session Quality report to deliver more actionable insights

Use Session Quality report to deliver more actionable insights

WE ARE CREATURES OF HABIT

BUT MORE OFTEN THAN TO PRODUCTS AND BRANDS, HABITS ARE CONNECTED TO OUR BEHAVIOR

50%50%

75%

25% 25%

Display Organic Search Referral Paid Search Email Direct

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

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

12 types of search users

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Nike sneakers

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Nike sneakers

12 types of search users

https://www.red-orbit.com/blog/12-types-of-google-search-users

Revenue by channel

Online user behavior 2019, Red Orbit 9/2019

57%

13%12%

5% 4% 4%2% 2%

Organic Search Paid Search Direct Referral Email (Other) Display Social

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.

WHAT DOES THIS HAVE TO DO WITH ANYTHING?

WE THINK ABOUT E-COMMERCE AND DIGITAL ADVERTISING THE SAME WAY WE

THINK ABOUT ASTEROIDS.

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.

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.

YOU ARE UNDER SIEGE!

ADVERTISING PLATFORMS ARE TRYING TO STEAL YOUR CUSTOMERS AND TRAFFIC

AND CHARGE YOU FOR IT.

PRICE COMPARISON ENGINES ARE TRYING TO STEAL YOUR CUSTOMERS AND TRAFFIC

AND CHARGE YOU FOR IT.

COMPETITORS ARE TRYING TO STEAL YOUR MARKET SHARE.

MARKET CONSOLIDATION TRENDS ARE FAVORING THE BIGGEST PLAYERS

ON THE MARKET.

DISCOUNT DRIVEN MARKET IS EATING AWAY AT YOUR PROFITABILITY.

SATURATION OF TRADITIONAL MARKETING CHANNELS IS RENDERING YOUR ADVERTISING

BUDGETS LESS AND LESS EFFICIENT.

NOBODY CARES ABOUT YOU,BUT YOU.

BOTTOM LINE: THIS IS A BAD TIME TO BE A MEDIOCRE E-COMMERCE COMPANY.

WHERE SHOULD YOU IMPROVE YOUR BUSINESS?

Work on customer retention and churn prevention.

#1: LOCK IN YOUR CUSTOMERS

Being online is not a USP, nor is having a good price.

#2: FIND YOUR USP

Think beyond the buy: shopping is a omnichannel activity

#3: REMOVE EVERY FRICTION

Swim in a blue ocean

#4: INVEST IN NEW CHANNELS & STRATEGIES

Consumer journeys are too complex and offline is just too important

#5: CREATE AND MEASURE OMNICHANNEL EXPERIENCE

This is where the new battlefront will be.

#6: INVEST IN DATA

FINDING THE ANSWER TO ROPO.We are testing marketing mix modeling to see if we can estimate

the impact of different advertising channels.

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.

Growth needs a catalyst

NO GROWTH CAN COME FROM STATUS QUO

Online access

Google Search

Social media

Online payments

Mobile

Data & prescriptive

analytics

What fueled growth through time?

Growth impact & tactics penetration curves

Innovators Early adopters Early majority Late majority Laggars

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

LET‘S MAKE AN IMPACT!

https://www.slideshare.net/redorbit/leicesterdigital2019

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Emailandraz@red-orbit.com

Twitter@andrazstalec

LinkedInAndraz Stalec

Webwww.red-orbit.com

Download the presentation

https://www.red-orbit.com/blog/

Further reading