Bootcamp 2015: Optimizacija konverzije in prihodkov
-
Upload
red-orbit-digital-marketing -
Category
Education
-
view
300 -
download
1
Transcript of Bootcamp 2015: Optimizacija konverzije in prihodkov
![Page 1: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/1.jpg)
Andraž Štalec
OPTIMIZACIJA KONVERZIJEIN PRIHODKOV
![Page 2: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/2.jpg)
GROWTH HACKING
![Page 3: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/3.jpg)
Dreaming about Growth hacking
![Page 4: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/4.jpg)
Growth hacking in Real life
Obdobja kjer je napredek minimalen
Obdobja velikega napredka
![Page 5: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/5.jpg)
How to do it?
MEASURE ANALYZE OPTIMIZE DELIVER RESULTS
![Page 6: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/6.jpg)
CONDUCT A BUSINESS OVERVIEW
![Page 7: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/7.jpg)
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
AVERAGE ORDER VALUE
50,00 €
AVERAGE QUANTITY
2,00
AVERAGE PER UNIT PRICE
25,00 €
CONVERSION RATE
2,00 %
NUMBER OF STEPS
AVERAGE COMPLETION
RATE
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
![Page 8: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/8.jpg)
REVENUE1.000 €
REVENUE PER VISITOR1,00 €
AVERAGE ORDER VALUE
100,00 €
AVERAGE QUANTITY
AVERAGE PER UNIT PRICE
CONVERSION RATE
1,00 %
NUMBER OF STEPS
AVERAGE COMPLETION
RATE
VISITORS1.000
USER AQUISITION
USER RETENTION
Ecommerce revenue streams
![Page 9: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/9.jpg)
MINIMAL SUCCESS VOLUME~ 10.000 VISITORS
![Page 10: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/10.jpg)
PROFIT
REVENUE COSTS
COGS CPA
CPC CR
OTHER COSTS
Ecommerce profitability
![Page 11: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/11.jpg)
PROFIT
REVENUE10 € COSTS
COGS CPA10 €
CPC0,10 €
CR1 %
OTHER COSTS
Ecommerce profitability
![Page 12: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/12.jpg)
FIND WEAK POINTS
![Page 13: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/13.jpg)
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
AVERAGE ORDER VALUE
50,00 €
AVERAGE QUANTITY
2,00
AVERAGE PER UNIT PRICE
25,00 €
CONVERSION RATE
2,00 %
NUMBER OF STEPS
AVERAGE COMPLETION
RATE
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
![Page 14: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/14.jpg)
Funnel VisualizationZakaj toliko uporabnikov zapusti košarico?
Ali uporabniki spreminjajo
vsebino košarice? Kako
jim lahko olajšamo
uporabniško izkušnjo?
![Page 15: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/15.jpg)
Where should you spend your efforts?
![Page 16: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/16.jpg)
Goal Flow
21 % uporabnikov se iz podatkov o dostavi vrne na pregled košarice.
Kaj je vzrok?
18 % uporabnikov se iz povzetka naročila vrne na izbiro metode plačila.
Kaj je vzrok?
![Page 17: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/17.jpg)
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
AVERAGE ORDER VALUE
50,00 €
AVERAGE QUANTITY
2,00
AVERAGE PER UNIT PRICE
25,00 €
CONVERSION RATE
2,00 %
NUMBER OF STEPS
AVERAGE COMPLETION
RATE
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
![Page 18: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/18.jpg)
Aquisition Overview
Kako je porazdeljen obisk med kanale?
Google AdWords ima najvišji CR in najnižji BR
![Page 19: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/19.jpg)
Mobile Usage
![Page 20: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/20.jpg)
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
AVERAGE ORDER VALUE
50,00 €
AVERAGE QUANTITY
2,00
AVERAGE PER UNIT PRICE
25,00 €
CONVERSION RATE
2,00 %
NUMBER OF STEPS
AVERAGE COMPLETION
RATE
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
![Page 21: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/21.jpg)
Shopping Behavior Analysis
Zakaj si 72 % uporabnikov
nikoli ne ogleda izdelka?
Segmentacija po napravi, tipu
uporabnika itd.
![Page 22: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/22.jpg)
Top Landing Pages
![Page 23: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/23.jpg)
Top Exit Pages
![Page 24: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/24.jpg)
Behaviour Flow
Najbolj obiskana spletna stran ima visok Exit rate
![Page 25: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/25.jpg)
In-Page Analytics
Podpovprečen CTR
Fold-line za 95 %
uporabnikov
![Page 26: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/26.jpg)
Site Search
![Page 27: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/27.jpg)
REVENUE2,0 M
REVENUE PER VISITOR1,00 €
AVERAGE ORDER VALUE
50,00 €
AVERAGE QUANTITY
2,00
AVERAGE PER UNIT PRICE
25,00 €
CONVERSION RATE
2,00 %
NUMBER OF STEPS
AVERAGE COMPLETION
RATE
VISITORS2,0 M
USER AQUISITION
1,5 M
USER RETENTION
33 %
Ecommerce revenue streams
![Page 28: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/28.jpg)
Most valuable sources
![Page 29: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/29.jpg)
Most valuable user category
![Page 30: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/30.jpg)
Optimize for all stages of CDJ
PERSUASIONAL LANDING PAGES
TRANSACTIONAL CONVERSION PAGES
INTERIOR PAGESINFORMATIONAL
DO
THINK
SEE
![Page 31: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/31.jpg)
BUILD IMPROVEMENT PLAN
![Page 32: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/32.jpg)
EXPERIMENT GOALS
Raise CTR on Suggested Items
OPTIMIZATION GOALS
Increase APV
BUSINESS UNIT GOALS
Improve RPV
COMPANY METRICIncrease revenue
![Page 33: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/33.jpg)
LIFT model
![Page 34: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/34.jpg)
Building Improvment Plan
![Page 35: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/35.jpg)
PIE Framework
Analitika & podatki s trga
Tehnično & „politično“
Obisk & stroški
EASEIMPORTANCE
POTENTIAL
![Page 36: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/36.jpg)
Building Improvment Plan
![Page 37: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/37.jpg)
CRO KOT PROFITNO MESTO
![Page 38: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/38.jpg)
Projected Incremental Value =
(RPV of winning variation x expected traffic over a given period) -
(RPV of original x expected traffic over same period)
Izračun povečanih prihodkov
VISITORS100 K
REVENUE PER VISITOR1,00 €
REVENUE PER VISITOR1,50 €
REVENUE PER VISITOR1,00 €
REVENUE PER VISITOR1,50 €
ADDITIONAL REVENUE50.000 €
![Page 39: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/39.jpg)
Tradicionalni Redesign spletne strani
Tehnologija, pričakovanja uporabnikov & najboljše spletne strani
Vaša spletna stran
4 leta med prenovo
4 leta med prenovo
Vrzel
![Page 40: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/40.jpg)
Evolucijski Redesign spletne strani
Nenehen napredek v uporabniški izkušnji in designu
![Page 41: Bootcamp 2015: Optimizacija konverzije in prihodkov](https://reader031.fdocuments.net/reader031/viewer/2022030307/58eaa6061a28abe5728b62e1/html5/thumbnails/41.jpg)
Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia W: www.red-orbit.com |E: [email protected] | T: +386 (0)590 75 680